Two wins for Spider PR

/in /by

Spider has been chosen as the retained consumer PR agency for independent British craft gin brand Warner Edwards, and has won a brief to launch new London-based Neapolitan restaurant ‘O ver.

Spider has been briefed to develop a comms campaign that will promote Warner Edwards as a quality Spider pr 1craft gin.

Activity will include consumer and trade PR, as well as influencer engagement, through events, traditional media relations and creative social media campaigns.

Clare Haynes, marketing manager at Warner Edwards, said: “We appointed Spider PR because of their fantastic credentials in our sector both on and off trade. The UK is experiencing a gin renaissance and our artisanal gin is very much part of it. We’re a fledgling brand, only three years old and we know Warner Edward’s gin has an exciting future.”

Lara Leventhal, MD of Spider, said: “The Warner Edward’s distillery is still based on founder Tom Warner’s family farm in the quaint village of Harrington, Hampshire. It’s a beautiful brand with an incredible story to tell and we’re excited to be part of the journey. The brand is very well known and loved amongst gin’osseurs but now’s the right time for us to elevate to mainstream consumers.”

The agency has also been briefed to handle the launch of new London-based Neapolitan restaurant ‘O ver, which will specialise in creating healthy food with Pure Sea Water salt.

Spider has been briefed to generate widespread awareness for the launch of the restaurant ahead of its opening on July 29.

Spider will target short and long lead press in the lead up to the launch of the restaurant, focusing on its use of Pure Sea Water as a key ingredient and its health benefits compared to using regular table salt in cooking.

The account will be led by Spider director Clemmie Mason-Pearson, who will be supported by account manager Claire Morrissey.

The team will report to Mauro Palomba, founder of ‘O ver.

Mason-Pearson said: “We are so excited to be working with Mauro and the launch of his first London restaurant. His concept of offering healthy, delicious, genuine Neapolitan street food with the added twist of being the first restaurant in the UK to cook with Pure Sea Water will be an interesting story to tell the press about.”

Vehicle hire company appoints Leeds-based Brand8 PR

/in /by

FTSE 250 company, Northgate Vehicle Hire, has appointed Brand8 PR to help deliver its strategic business development plan.

Northgate Vehicle Hire 1The Leeds agency is working closely with Northgate’s marketing team to devise and implement campaigns across traditional, digital and social media.

Jonathan Pearce, Northgate head of marketing, said: “Brand8 PR has a distinct approach to public relations which clearly differentiates the agency. It was an early adopter of content marketing and has intelligently integrated it into its media relations and social media offers.

“This provides us with an enhanced PR service which successfully raises awareness of Northgate’s proposition, further strengthens our reputation with target customers and improves our online visibility. In addition, the Brand8 PR team is straightforward to deal with, gets things done and is commercially astute, making it an ideal agency partner.”

Northgate was established in Darlington in 1981, and claims to be the UK’s largest van and commercial vehicle hire business, employing around 2,000 people. It has over 75 branches across the length and breadth of the UK and Ireland.

Rob Smith, Brand8 PR managing director, added: “These are exciting times for the business at it continues to implement its strategic plans. We look forward to further utilising our proprietary integrated approach to PR and content marketing to help deliver Northgate’s next phase of development.”

Opinion: How SMEs can get the most from PR

/in /by

Luke Budka, director at TopLine Comms, tells us the challenges SMEs face when it comes to PR, and what to keep in mind when looking to appoint an agency.

luke 1

Luke Budka

The main PR challenge for SMEs? Time. But then that’s pretty much the main challenge for every SME when it comes to doing anything outside of the key day-to-day selling and servicing.

Truth is, while a nose for news and an enviable media contact book is the preserve of the PR agency, SMEs can quickly learn how to do the PR basics that’ll help them raise awareness, if they’re prepared to invest the time.

There are some excellent training courses out there for SMEs doing PR on a tight budget, and if you’re serious about getting it right it’s well worth investing and sitting down with a journalist like Janet Murray (runs great one day PR courses for SMEs) to get a good grip on PR fundamentals.

But that’s more an S than an M viewpoint. Once a business grows, the challenge becomes making an agency appointment, and sorting the good agencies from the bad.

Here are three important questions you need to ask yourself before beginning an agency appointment process:

1. What level of success do you expect? And what’s realistic? Do you think an agency appointment will mean national coverage every day? If so, you’re likely mistaken (unless you’re flogging the actual elixir of youth). Consider what level and kind of coverage will make a difference to your business and then brief the agencies you speak with accordingly. It’s much easier to measure their success then too. Also, remember all the creativity in the world is pretty much worthless (as TopLine CEO Heather Baker mentioned in her recent post on selling creative ideas) unless it supports your business objectives. Agencies need to understand your business challenges – then it’s up to them to find creative solutions.

2. Is PR enough? As an SME, you’ll likely need the awareness and credibility PR provides, but are you expecting a PR agency appointment to result in an increase in inbound leads? If so, a pure PR strategy isn’t for you – beware any agencies that claim PR is a cure-all. It’s not.

3. Do you have the time to invest in the PR drive? We’ve worked with companies who think the appointment of a PR agency means they can wipe their hands of comms responsibilities. Unfortunately, the opposite is often true. Increased levels of exposure and opportunity mean a greater commitment for the SME founder, as they often know their business and industry best, and can speak with the most passion and authority on relevant topics.

Beattie to open offices in Canada

/in /by
Laurna Woods Jessica McAndrew 1

Beattie digital communications director, Jessica McAndrew (left) and MD, Laurna Woods (right)

Beattie is opening an office in Canada and claims its international expansion is a reaction to the recent Brexit vote.

Laurna Woods, group managing director at Beattie, said: “We want to control our own destiny instead of waiting to see what happens when the UK pulls up the drawbridge on Europe. That means establishing our own international network, and we are starting with Canada. We intend to focus on English-speaking countries but we are not ruling out targeting countries with strong economies like Germany.”

The creative comms agency has revealed plans to open four offices in Canada; in Toronto, Calgary, Montreal and Vancouver.

Woods added: “We will replicate in Canada what we have in the UK – a network of offices spanning the country. We chose Canada because it is a dynamic, forward-thinking country with a vibrant creative community.”

Toronto-born Jessica McAndrew will lead Beattie’s Canada business. She joined Beattie as director of digital communications six months ago.

Beattie’s UK business consists of a 100-strong team across eight offices.

Opinion: Analysing effective communication and leadership

/in /by

As the agency publishes its fifth annual Ketchum Leadership Communication Monitor (KLCM) study, Rod Cartwright, director, global corporate and public affairs practice, explains how it benefits Ketchum and its clients.

Rod 1

Rod Cartwright

This is the fifth year in a row that we have deeply explored consumer views from around the world on the relationship between effective leadership and communication.

This has made us the first, and only, agency to look so forensically at this critical area, and to be able to counsel our clients based on such a deep understanding of what the world wants from its leaders. The fact that we have done so across five leadership categories, five continents and 22 vertical industries over the last five years means that advice can be truly global in nature, while also being entirely industry-specific.

In addition, our global Ketchum Change division – a team of occupational and behavioural psychologists – have conducted their own detailed research on the capabilities needed by leaders to manage constant critical change events.

The Liquid Change model helps leaders to build change leadership muscle with a strong emphasis on leadership communication. Linking this to the KLCM research we are able to help our clients pinpoint the specific things leaders should do that ultimately lead to increased consumer confidence. This ‘inside-out, outside in’ approach is unique among agencies, and provides measurable return on investment for our clients.

Taken together, this has been reflected in our being asked to speak at industry events around the world including PRCA, CIPR, IABC, IPRA, Global Alliance and the Plank Center for Leadership in Public Relations, as well as winning EMEA Sabre/In2 Awards three years in a row.

Leadership and change communication are already a fundamental part of the service we provide to clients across the globe.

However, coinciding with this year’s study, we are launching a new modular leadership communication service called “READY by Ketchum” for senior executives and executive teams grappling with the challenges of 21st century leadership and employee engagement.

This new multi-disciplinary offer will combine media, presentation, facilitation and crisis communications training with personal social media profiling, leadership content strategy, corporate storytelling and change leadership development to help our clients answer positively the very human question: “Am I Ready?”

  • Rod Cartwright is director, global corporate and public affairs practice, at Ketchum

Kazoo promotes fine food and drink event The Epicurean

/in /by

Kazoo Communications has won a social media brief to support the launch of ‘The Epicurean’, a fine food and artisanal drink event for the UK.

kazoo 1

The Epicurean London, which comes from Hemming Events, organisers of The London Wine Fair, will take place at The Old Truman Brewery on Friday 28 and Saturday 29 October.

Food connoisseurs and casual consumers will be able to sample and purchase fine wine, fine food, craft beers and artisanal spirits.

Kazoo has been briefed by Hemming Events to help develop a social media strategy that will build engagement and a fan base ahead of the event, as well as develop a longer term plan for The Epicurean brand.

Ross Carter, event director of The Epicurean, said: “It is clear that what The Epicurean embodies is something relatively unique to the UK food and drinks scene, and Kazoo provided us with a strong vision and social strategy for how to celebrate the brand and drive this forward.

“They also demonstrated to us that they are an integral extension to our team – it’s an incredibly exciting time for us all and we’re looking forward to working with the Kazoo team.”

Michele Charles, MD at Kazoo, said: “We believe that The Epicurean brand has the potential to be a strong name that remains at the forefront of consumers’ minds and one that can quickly build a solid reputation amongst both trade stakeholders and customers alike.

“We are thrilled to be working so closely with Hemming Events on developing its social approach – who wouldn’t be excited about working on such a fantastic event?”

Hotwire creates specialist health tech team

/in /by

In response to growth in the health tech sector, Hotwire has launched a new global health tech practice.

Andy West 1

Andy West

Brendon Craigie, group CEO at Hotwire, said: “Every day we get the opportunity to work with businesses that are creating technologies that are changing the world for the better. Nowhere is this more the case than in health tech where we are seeing two vital sectors of the economy converge. Hotwire has been involved in the sector for over a decade, and we hope this new global practice will enable us to partner with established and emerging leaders in the category.”

The team will consist of 10 existing Hotwire employees, with experience working on accounts such as FitBit, Garmin and Samsung, and will be led by Andy West, Hotwire’s chief development officer.

In support of the practice launch, Hotwire has also partnered with global business media brand, Hot Topics, as it aims to publish a list of the world’s most influential leaders in the health tech sector, the Health Tech 100.

West said: “Health, like many traditional industries before it, is being disrupted by the emergence of new technologies. However, despite the hyperbole, the barriers to entry remain high because of complex regulations and, in some cases, fear of change. Through our global team of specialists, we plan to help health tech businesses create effective comms campaigns that highlight, not just the incredible innovation behind many of the solutions, but the true life changing benefits that these technologies deliver.”

Meet Kate Thornton, editor-in-chief of TBSeen.com

/1 Comment/in /by

Gorkana has a few final places available for its exclusive breakfast briefing with smart shopping and lifestyle content platform TBSeen.com next Thursday 7 July.

TBSeen1
TBSeen.com was founded earlier this year by TV and radio presenter Kate Thornton. With a focus on “savvy shopping”, Thornton curates a mix of shopping deals and content with brands and personalities including Nicole Appleton, Myleene Klass, Tamzin Outhwaite, Lisa Faulkner, Denise Van Outen and Heidi Range.

As well as cashback offers, TBSeen.com also posts voucher codes and other money-saving deals, as well as how-to guides and videos featuring Thornton’s celebrity friends.

Join us at this briefing to find out from editor Hannah Verdier and MD Rob Watt, as well as Kate Thornton, how the new site has been received and how PRs can benefit from working with TBSeen.com.

The briefing will take place at 8am (8:30am briefing start) on Thursday 7 July 2016 at Courthouse Hotel, 19 – 21 Great Marlborough Street, London, W1F 7HL

Please email [email protected] if you would like to attend.

Melitta Coffee hires TK

/in /by

Global agency TK has been appointed by Melitta Professional Coffee Solutions to handle the UK launch of its new range of blended coffee, following a three-way pitch.

TK Win 2

Melitta Professional has briefed TK to handle its UK PR and marketing activity, and introduce the
brand to hotel, restaurant and café market.

TK will work to spread the word to coffee experts and bar and restaurant owners alike and ultimately, establish Melitta Professional as the go-to coffee supplier.

Alaster Siddle, Melitta Professional’s global head of coffee, appointed TK and said: “I’m very familiar with the impressive campaigns created by TK and the team’s pitch was very strong. I am confident that TK is the agency Melitta needs to make a real impact in the UK and to ensure that consumers and coffee purchasers will want to pay attention to what we have coming this year. I’m excited to have the TK team on board.”

Mike Robinson, TK MD,  said: “Melitta is truly a household name across Europe and it is this renowned presence that we are keen to bring to the UK. We are delighted to be the agency for such a market leader and we can’t wait to educate and invigorate this audience with a bold introductory campaign surrounding Melitta Professional’s first UK-centric coffee blends.”

PR Case Study: #Try20

/in /by

When PHA Media was enlisted to support Living Streets’ National Walking Month 2016 and change the behaviour of the general public, particularly among the middle aged, the agency developed a #Try20 campaign which called on people to walk at least 20 minutes per day. The results? More than 450 pieces of coverage and a five-fold increase in pledges on the previous year.

PHA Media

Campaign: #Try20
Client: Living Streets
PR Team: PHA Media
Timing: May 2016

Objectives

PHA Media was tasked with creating a completely new campaign for National Walking Month 2016, which took place in May. The aim of the campaign was to bring about behaviour change among consumers, particularly those who are middle aged, and encourage them to think about introducing walking into their everyday lives to help aid a fitter and more active lifestyle by walking just 20 minutes a day.

For this, PHA also devised the #Try20 for use in all communication, increasing awareness of the benefits of walking and driving sign-ups to the charity online.

Outlined objectives included:

  • To raise the profile of Living Streets and National Walking Month 2016, particularly among those in middle age.
  • To clearly highlight the social, economic, health and environmental benefits of walking.
  • To drive sign ups to the charity’s ‘pledge’ to take part in activity in May.

Strategy

In order to create an engaging, accessible campaign that would change behaviour and get people walking more on a daily basis, PHA ensured it created a tagline which would reflect this and present a clear call to action for use across marketing materials, social media, print, online and broadcast coverage.

#Try20 was devised to encapsulate the government’s recommendation to carry out 150 minutes of exercise per week – of which walking can form a part – (which roughly breaks down to 20 minutes per day) in a simple, memorable message.

In order to promote their message, PHA commissioned a survey of 1,000 UK adults to assess its attitudes towards walking and used the results to secure extensive national and regional coverage which got people talking about the campaign.

The team also used case studies, expert advice and creative ideas to place on-message pieces in key consumer titles for the target age group, including Red, Woman & Home and Essentials.

Results

The team secured 451 pieces of quality, on-message coverage throughout National Walking Month, frontloading coverage in the initial stages of the month to boost sign ups and contribute to greater numbers of people committing to #Try20 in May.

Coverage included national, regional, consumer and broadcast, all with clear mentions of Living Streets and the #Try20 campaign.

The campaign was mentioned on BBC Radio 5 Live, BBC Radio 2 Breakfast, Good Morning Britain, Sky News, The Times, the Daily Mail, and had features in lifestyle glossies, including OK!, Red and Woman & Home.

Some 7,200 people signed up to the supporter base and committed to #Try20 – representing more than a fivefold increase on the previous year.

Tanya Braun, comms and media manager at Living Streets, said: “This year’s National Walking Month is the most successful our charity has ever had in terms of media exposure. The message that PHA helped us to create and deliver gave people a simple and realistic daily goal, yet still enabled us to show people how walking can improve our lives, both individually and collectively.

“The initial media noise around the campaign was fantastic and created a real buzz at the beginning of May. This helped us to capture the interest and imagination of many more participants than we expected.”

Got a cracking campaign – with impressive results – that you’d like to showcase? If so, please email [email protected].