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Camden Town Brewery has appointed W following a competitive pitch to handle its UK PR as it looks to move from a London brewery into a global brand.
W’s brief will include consumer and corporate comms, influencer engagement and live events.
Working with Camden Town Brewery’s in-house team, including founder Jasper Cuppaidge and MD Mark Turner (who recently joined the company from natural beauty brand Yes To), W will support the brand’s expansion through 2016/17, following its acquisition by AB InBev.
This includes working on new product designs, its first above the line campaign and the opening of a new brewery in Enfield – London’s largest new brewing facility for 30 years.
W will also launch a portfolio of new products – including both permanent fixtures and limited-edition beers.
Cuppaidge said:“We’ve admired W’s work for some time and are thrilled to now be working with the agency as we embark on the next stage of our journey. Through partnering with them we hope to get the Camden Town Brewery story out there and bring great beer to more people.”
Warren Johnson, founder and CEO of W, added:“The stage is set for Camden Town Brewery to become one of the most exciting drinks brands in the world –genuinely fusing the craft, integrity, personality, and spirit of an independent company with the scale, investment and expertise of a global powerhouse. We’ll raise our glasses to a hugely productive partnership.”
MSLGROUP has strengthened its UK corporate team through the hiring of Quintin Keanie as associate director.
Quintin Keanie
Keanie rejoins Publicis Groupe’s strategic communications agency MSLGROUP after three years at Ogilvy PR. Prior to this, he was a senior consultant at CNC Communications (formerly Capital MSL), and part of the MSLGROUP.
Keanie led on clients such as Merck, Kosmos Energy, Beko, World Gold Council and Aon Hewitt.
James Parsons, CEO of MSLGROUP in the UK, said: “We are thrilled to welcome Quintin; he is a great addition to our corporate practice and represents a new breed of creative communicator, versed in multi-channel strategy and execution. His broad range of experience will be indispensable across our client base that includes EY, The Crown Estate, Lloyds Banking Group and University of Law.”
MSLGROUP is growing its corporate practice. It recently hired client directors Blair Metcalfe and Sharon Bennett.
Keanie added: “I am eager to return to MSLGROUP to work as a key member of the corporate team developing inspirational communications, digital and creative work for its clients.”
Adam Woodward, digital editor of Little White Lies, the bi-monthly print magazine which champions great movies and the people who make them, talks to Gorkana‘s Niall Davies about creating a unique ranking system for the title, looking for new ways to connect with its audience and what PRs can do to help enhance its content.
Tell us about the ethos behind Little White Lies.
LWLies was started in 2005 as a response to the populist, PR-driven magazines that continue to dominate the cultural conversation around movies and the people who make them. We were frustrated by the failure of the media to speak to us in a way that felt honest and authentic. So we created a niche for ourselves, based on passionate journalism and cutting-edge design that reflected the medium we love. But our vision is also inclusive and universal – LWLies is a magazine for anybody who has ever been touched by cinema. We believe in Truth & Movies.
Who are your audience?
Discerning, film loving, millennials.
What makes it stand out against other film magazines and websites?
Its honesty, integrity and iconic cover portraits.
How do you decide what film is featured in the front section of the magazine?
As a bi-monthly magazine our lead times are quite long, so we need guarantees of access, but generally we pick a film we like the look of (or have been fortunate enough to see in advance, and are already in love with) and jump right in.
LWLies is known for its striking design choices; what makes it onto the cover?
Typically we’ll pick the star of the film; sometimes we’ll opt for a more abstract interpretation. As long as it reflects the tone and themes of the cover film.
You’ve created a unique tripartite review system for LWLies; what’s the thinking behind this and how does it benefit both the audience and the film reviewed itself?
Because movies don’t exist in a vacuum, we devised a unique ranking system to reflect the various aspects of the moviegoing experience. All review scoring is essentially arbitrary, but we’ve found that ours adds an extra layer of engagement for both our writers and audience.
How do new digital distribution methods for film, such as day-and-date release on VOD – or before its even reached theatres – affect your coverage?
We used to be dictated by the UK theatrical release schedule, but that’s no longer the case – partly because there is just too much for us to cover on a weekly basis, but also because of the different ways people now watch movies. Our audience is global, and it’s important that we help them discover more of the movies they love by looking beyond traditional exhibition platforms.
What is your digital strategy?
We don’t have the resources to compete with primarily SEO-driven news organisations – instead we set our own agenda, telling original stories, commenting on a broad range of social issues and reporting on what really matters to our audience from an informed, less reactionary perspective.
What kind of comms professionals are most useful for your team to hear from?
We’re constantly looking for new and interesting ways to connect with our audience, creating stories that are as visually appealing, engaging and interactive as possible. So anyone who can meet our needs in that sense, please feel free to reach out!
How can they help to contribute content?
It depends on what expertise or services they’re offering, but in terms of collaborating, we are looking for people and companies that can boost our existing content while retaining our core brand values.
What’s the biggest mistake a PR can make when pitching to you?
Not addressing me by name, or showing a basic lack of understanding about who we are and what we do.
With the Venice Film Festival coming up in August; how can PRs get involved in your coverage of festivals?
By contacting me with essential information about titles they are supporting, which may be of interest to our audience.
Adam Woodward was talking to Gorkana’s Niall Davies.
Global management agency Streeters London has brought in Alexander PR to raise the profile of artist Gary Card’s inaugural exhibition.
Card studied Theatre Design at Central Saint Martins and has collaborated with the likes of Nick Knight, Dinos Chapman, Tim Walker, Nicola Formichetti, and Stella McCartney.
He has also designed headpieces for Comme des Garcons and Lady Gaga, while working with brands such as Louis Vuitton, Diesel, Camper, Wunderkind, Uniqlo and Roksanda Illinic.
His first commission in 2010 was to design covers for Penguin’s Kafka reprints, and, in 2015, he collaborated with Vauxhall to design a 15 foot tall “robotic” Christmas tree made entirely out of car parts that showcased throughout December at the Filling Station in Kings Cross.
Card’s interior design for Dalston retailer LN-CC was nominated for a ‘Design Of The Year’ Award and his work has been featured in the New York Times, Another Magazine, Dazed & Confused, i-D, British Vogue, Vogue Homme Japan, V, POP and LOVE.
Alexander PR has been briefed to reposition Card from set designer to artist and secure a strategic brand partner/sponsor for his first exhibition, which is scheduled for October 2016, in London.
Gaby Moussaieff, director at Streeters London, said: “The further development of our clients’ careers is of paramount importance to us and we’ve briefed Alexander PR to reposition Gary as an artist – taking him onto the next stage in his career.”
Adam Rutherford, Alexander PR director, added: “Gary Card has the potential to be a game changing artist and we’re delighted to be asked to work with him as his career as a contemporary artist evolves.”
Cognito has appointed ex-Huntsworth chief operating officer, Sally Tilleray, as non-executive chairman and member of the board.
Sally Tilleray
Based in London, Tilleray will work with Cognito’s board and management in New York, London and Singapore.
Tilleray was previously COO and finance director at healthcare PR firm Huntsworth. Her role included the management and development of the company’s leading brands: Grayling, Citigate, Red and Huntsworth Health.
Tilleray said: “Over the past ten years, Tom and his team have built an incredibly successful business, by intentionally carving out their niche and doing what they do best; providing integrated solutions for clients in the financial services and technology sectors.
“Cognito’s energy and determination to succeed is palpable and I am looking forward to helping steer and guide the business through the next stage of its evolution and to advise on opportunities for diversification and expansion.”
Tom Coombes, CEO at Cognito, added: “Cognito has ambitious plans for growth and Sally’s expertise in helping international and integrated agencies evolve will be invaluable in helping us find and seize opportunities in new markets, disciplines and sectors.”
Lesley McPherson has taken up the position of director of communications at The Co-operative Bank and is based in its Manchester head office.
Lesley McPherson
McPherson joins the bank from Edinburgh City Council, and will head up the comms team; handling internal comms, media relations, public affairs and values and ethics.
Her financial services experience also stems from roles as assistant director, head of comms at the Association of British Insurers (ABI) and as comms director at Aegon UK.
McPherson said: “I’m delighted to be joining the team, and I’m looking forward to continuing the work of developing the Bank’s brand. There’s great potential in bringing the bank’s values and ethics approach to the centre of its communications strategy.”
Niall Booker, chief executive of The Co-operative Bank, added: “Lesley joins the bank at a time when our brand is on the up and I believe she is the right person to continue that momentum and really drive the message of how deeply embedded values and ethics are in our bank.”
Weber Shandwick Manchester has boosted its corporate team through the hiring of Amy Hopkinson as senior account director, and two internal promotions.
From left to right: Dean Gallagher, Amy Hopkinson and Lianne Hunter
Following a series of client wins, Dean Gallagher and Lianne Hunter have been promoted to account directors.
Hopkinson was formerly a senior account director at Remarkable Group’s Manchester office. Prior to that, she worked at PPS Group as an account manager. She brings public affairs experience and knowledge of the northern property market, and will help to build upon Weber Shandwick’s expertise in these areas.
Heather Blundell, acting managing director of Weber Shandwick Manchester, said: “Following a year of big successes, we are delighted to have brought Amy into our ever-growing team and look forward to setting her to work on some of our largest client accounts, as well as working with her to help build on our northern public affairs offering.”
To mark the re-launch of Virgin Radio this year, Wireless Group’s in-house PR team partnered up with Virgin Trains to transform a Manchester to London train into a live music venue with the help of performances from Matt Richardson, Travis, The Feeling, Mystery Jets, Gavin James and Walking On Cars.
Campaign: The re-launch of Virgin Radio PR Team:Wireless Group in-house team Timing: February – April 2016
Overview
In March, Virgin Radio was re-launched to the UK market. To let everyone know that the station was back with a bang, the brand took over a chartered train and transformed it into a moving live music venue on the day of launch. The train journeyed from Manchester to London, with key presenters broadcasting live as they travelled and some of Britain’s leading bands performed live sets on air and for the guests on board.
Objectives
Let the UK know that Virgin Radio is back and start to build an audience of music lovers, generating excitement among potential listeners and also those working within the music industry.
Deliver high visibility across print, online and social media, clearly illustrating what makes Virgin Radio stand out from its competitors.
Demonstrate Virgin Radio’s core brand values.
Reflect the station’s national reach.
Motivate people to retune their radio and trial the station.
Strategy
The strategy was to create an epic launch event bringing news of the re-launch of Virgin Radio to both new and existing radio listeners, utilising talent and affiliations to deliver profile and credibility, and creating assets to continue the story long after the event has finished.
Working alongside event production agency TBI Media, Virgin Radio formed a key collaboration with Virgin Trains. This involved the delivery of a chartered train, wrapped in powerful Virgin Radio creative, and the planning of a bespoke journey and timings for the day of launch. The train was renamed The Virgin Radio Star and unveiled to guests and media at the start of the day by breakfast presenter Edith Bowman and Sam Branson. It then departed Manchester for London.
In addition to a momentous live broadcast from Edith and her Drivetime colleague, Matt Richardson, Travis, The Feeling, Mystery Jets, Gavin James and Walking On Cars all performed numerous hits live to guests during the journey, who enjoyed hospitality from a train which had been completely transformed to replicate a live performance space.
As well as being fitted with technology to enable live broadcasting from the train, the seats were removed to create a performance space big enough for the bands to play, complete with bare brick façade on the walls, Virgin Radio branded accessories including window stickers and drink coasters – and accessories across the seating and luggage storage to bring the music theme to life.
The journey also featured a call from Necker Island from Richard Branson himself. It went out live on-air as he caught up with son Sam on board the train.
On arrival in London, guests were whisked across London to get a first glimpse of the Virgin Radio studios, together with a final live performance from Reef in the station’s brand new performance area, the “Red Room”.
Guests travelled from London to Manchester the day before, enjoying a dinner and drinks hosted by the station’s team, complete with menu selected by some of the station’s presenters and specially created Virgin Radio cocktails, during the evening.
The event was filmed and photographed, with interviews conducted throughout the journey and media invited to participate in the launch event at various different stops throughout the journey.
Results
The re-launch of Virgin Radio generated 80 pieces of coverage during the launch period (February – April 2016). The event announcement saw coverage in every major media and marketing title, including PR Week, Campaign and Marketing Week, and pieces in large entertainment/music titles, including Digital Spy and Complete Music Update.
Some 19 pieces of coverage were generated by the launch event itself. This included Campaign’s Media on Trial, which said: “judging by its first five hours of broadcasting, Virgin Radio smashed it on every aspect”.
There were also two in-depth case studies, three prominent pieces in marketing and media title The Drum and a newspiece in The Sun, as well as pieces in event press and listings magazines.
The event had a high impact on social media, increasing Virgin Radio’s Twitter following by more than 1,000 on that day alone, and bystanders also shared pictures when they saw the train making its way across the country.
Artists were also encouraged to share their experiences on social media, while a video was edited and turned around that day to allow seeding on social media and across all online channels, driving further engagement and more than 3,000 views.
The event generated huge excitement and hype both on and off air, gaining high visibility in the industry. This was virtue of not just being a world-first in broadcasting, but also for taking a significant risk – as we were broadcasting the event live, it would have fallen flat if the technology had failed on the day. The risk element was a very good way to promote Virgin Radio’s brand values, the core of which is about being bold and doing things a little bit differently.
The train made stops in Crewe, Birmingham and Rugby, giving regional press in those areas the opportunity to interview the on-board talent, and showcasing Virgin Radio as a national brand.
Got a cracking campaign – with impressive results – that you’d like to showcase? If so, please email [email protected].
East Anglian PR agency Pier has been chosen to raise the profile of independent marina Suffolk Yacht Harbour.
The agency has been briefed to help build awareness of Suffolk Yacht Harbour regionally and nationally. Pier will also raise the profile of its annual regattas and events.
Its team will also create print and digital newsletters, as well as implement a strategic advertising campaign and manage photography, video and design work for Suffolk Yacht Harbour.
Jonathan Dyke, MD of Suffolk Yacht Harbour, said: “With proven marine PR experience and friendly, professional service, the team at Pier is perfectly placed to help align our communications and raise the profile of Suffolk Yacht Harbour. We are already seeing the benefits from Pier’s work and look forward to a busy year ahead.”
Kate Bowden Smith, Pier director, added: “We are delighted to be expanding our marine PR division and working with such a dynamic business at the heart of the East of England’s marine industry. Suffolk Yacht Harbour has a vast array of services to offer the yachting community and we intend to maximise awareness, building opportunities through a range of different PR and marketing platforms.”
Pier has previously worked with the British Marine Federation and National Boat Shows, as well as several super yacht brands.
Kindred has launched an Instagram portfolio to give creative marketing professionals the chance to learn more about the agency and apply to join its team, as part of Kindred’s drive to find new creative talent.
The Kindred Instagram portfolio is designed to showcase the current roles available in the agency, as well as its people, culture and clients.
Roles currently available at the agency include social creatives, PR creatives, content creators and junior web designers. The content creators will become part of Kindred’s new creator-in-residence programme – month long placements for creators working from Kindred’s in-house content studio.
Sinéad Gray, social media director at Kindred, said: “Instagram is the perfect platform to hire through as there’s a huge amount of people making use of social channels in interesting and innovative ways and that’s exactly the kind of talent we want to add to our team of creative thinkers and makers.
“We work hard to come up with award winning and creative social, PR and advertising campaigns for our clients so it’s important that we show how as an agency we are constantly innovating and that we can hire people who understand growing marketing channels.”
Melody Richards, HR manager at Kindred, added: “We want to make sure we are hiring the best and most creative talent across the sector so we continue to stand out from the crowd. Kindred is a unique and exciting place to work we wanted to reflect that by recruiting in a unique and exciting way.
“It is our people and our work that our clients buy into and as we grow, ensuring that we recruit and support our staff is one of Kindred’s priorities. I encourage people who want to work in a culture that celebrates creativity and personality to apply and I look forward to meeting the people who do.”
The Instagram feed was designed in-house and features Kindred’s newly-appointed “director of cuddles” Batman, the agency’s 11-month-old French Bulldog (pictured).
