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Your bitesize update on the latest agency news featured on Gorkana this week:
Clodagh Higginson, political correspondent for ITV’s Good Morning Britain, has teamed up with her husband John Higginson, a former political editor at the Metro, to launcha new PR agency called Higginson PR.
Higginson PR will specialise in PR and social media support, comms strategy, political campaigns, and media training.
Weber Shandwick has teamed up with UK communications charity Media Trust to create a paid internship programme which aims to bring in diverse talent to the PR industry.
Following a successful pilot project in 2015, Weber will recruit three or four young people for the programme from a range of backgrounds each year.
Prophet, the global strategy consultancy, has announced a partnership with Innovate Finance, an independent members’ association representing the UK’s global fintech community.
Prophet will apply its global network of experts to help Innovate Finance members build relevant brands and customer experiences, use digital as a “transformative” force and create strategies to accelerate growth.
Your bitesize update on the best PR opinion, interviews, events and insights on Gorkana News this week:
Insight: The power of flexible working in PR Timewise has selected the top 50 most powerful part-time workers in 2017 featuring a host of in-house and agency comms pros. Gorkana asks how flexible working has empowered people in PR.
Opinion: Celebrity free speech? We’ve not heard the end of it The BAFTAs are set to take place this weekend, and the BBC is reportedly worried about a potential “deluge of political speeches” from the winning stars. Jodie Butt, head of PR at HSE Cake, argues that while there’s a risk for celebrities getting it in the neck for joining the political stage, PRs shouldn’t fear their talent airing political views, and embrace the moment.
Opinion: Why PR and digital agencies need to “co-create”
Aalia Walker, co-founder of SMACK, a London-based digital agency which works with clients including Ted Baker, The Body Shop and Molton Brown, believes co-creation between PR and digital agencies can ensure clients benefit from more than just the “sum of the parts”.
Interview: Gorkana meets…Alphr Gorkana’s Ben Spencer catches up with Ian Betteridge, editorial director of Dennis’ tech title, Alphr, to find out how it has established itself as a top tech brand, why he decided to embark on a tour of key tech PR firms and how it’s built a more gender-balanced audience than your average tech title.
Interview: 60 seconds with Swinton Insurance’s Gill Galassi Gill Galassi, head of public relations at Swinton Insurance, tells us about working with the business as it celebrates its 60th anniversary, how she is creating an in-house PR team and the dynamics of the insurance sector.
Aalia Walker, co-founder of SMACK, a London-based digital agency which works with clients including Ted Baker, The Body Shop and Molton Brown, believes co-creation between PR and digital agencies can ensure clients benefit from more than just the “sum of the parts”.
Aalia Walker
While many agencies have made the move into a full service offering, there are many more that do not offer specialised digital support. But rather than lose out, many smaller firms are pairing with specialist digital agencies to work together on briefs.
Below are three areas I think PRs need to consider when partnering with digital agencies:
Better briefings = better results
As PRs will know, the more comprehensive the client briefing, the more likely it is that you’ll be able to deliver exactly what the client wants. It’s the same when working with a digital agency.
Too often, the requirement for some sort of ‘digital component’ is tacked on to the end of a PR brief with no real thought given to what the client hopes that digital will achieve – both for the campaign and their business. Is it increasing web traffic? Providing a dedicated microsite or complementary app? Managing social media?
Identifying what “success looks like” for the client will ensure PRs get the best value from the digital agencies they’re working with.”
Get the chemistry right
Of course, PR, digital, print etc. are all vying for a slice of the budget, so the temptation can be to try and find opportunities to show the client that while those other disciplines are nice, your specialism is the one they should be prioritising when it comes to allocating funds. This is understandable, but cross-agency meetings which owe more to the Sharks and the Jets than teamwork aren’t going to achieve results.
Fostering a spirit of collaboration, rather than competition, is key.
Let digital be part of the story (or even lead the story)
Digital doesn’t always have to just support the story – sometimes, it can BE the story. When a PR is – despite their best efforts – struggling to find that killer angle that will get their client the coverage it needs, sometimes a digital agency can help actively create a story via, say a killer app, microsite or social media campaign.
For example last summer, we launched a digital campaign to drive footfall into Mecca Bingo halls by encouraging Bingo-goers to ‘catch ‘em all’ as they played and share their spoils as they played. It resulted in 12,378 engagements on Facebook, with 974 Likes and other Reactions, and 1,656 comments. It also garnered numerous pieces of media coverage. The traffic doesn’t have to be all one way.
Digital can inspire PR just as PR inspires digital.
GMC Software, a customer communications management tool, has appointed Spark Communications as its UK PR agency, with the objective of engaging audiences beyond the print industry.
Ana Williams
Spark won the account following a three-month trial period focused on the insurance industry, during which it had to demonstrate its ability to create content including opinion pieces and research projects.
The agency delivered coverage to targeted insurance and technology titles using this content.
Magali Germain, senior director of field marketing EMEA at GMC Software, said: “Our main aim was to spread awareness beyond the existing print press. Spark’s ideas, its energy and ability to engage with key press for the insurance audience made the final choice obvious.
“Since the initial period, Spark has broadened its reach to include financial, technology and marketing audiences and has demonstrated exactly the same levels of creativity, dedication and success. We are looking forward to Spark building our influence even further.”
Ana Williams, director at Spark, said: “Digital transformation is revolutionising both the way organisations communicate with their customers, and customers’ expectations of that experience.
“From claiming on motor insurance, to checking your bank balance, customers demand the exact same experience whether they’re visiting in person, over the phone, or on an app. Working with a company at the forefront of ensuring businesses can provide that single, consistent experience over any channel is a challenge we’re more than relishing.”
The BAFTAs are set to take place this weekend, and the BBC is reportedly worried about a potential “deluge of political speeches” from the winning stars. Jodie Butt, head of PR at HSE Cake, argues that while there’s a risk for celebrities getting it in the neck for joining the political stage, PRs shouldn’t fear their talent airing political views, and embrace the moment.
Jodie Butt
At my best friend’s wedding recently I was asked to stand up in front of a 100 of her dearest friends and family and give a toast about her new husband. This request came to me about two minutes before a microphone was thrust in to my hand and a room full of expectant eyes waited for my first words.
For some of us that split second can be a terrifying mumbling affair, while for others it’s an opportunity for centre-stage attention. You’ve got the microphone, and the moment is yours… and no one enjoys that feeling more than a celebrity accepting an award.
Give them the spotlight, the adulation and the permission to speak freely and they will hold on to it as tightly as the statue in their hands. In this current political climate, we’re increasingly seeing our favourite stars use this opportunity to voice their own political agenda, and capture the attention of their peers, the audience at home and the worlds media.
Take the Golden Globes; London woke up to social media feeds packed with Meryl Streep’s comments as she spoke out against proposed immigration policies and press restrictions. Meryl implored a room full of A-list celebrities and the worlds press to “Take your broken heart, make it into art”.
Of course, Meryl is the most nominated actress for the Academy awards, ever, and has arguably earned the right to add her voice to the debate – even if POTUS was less than impressed.
But, what if her footing was off? What if her tone had gone awry? What if it hadn’t come out as intended? Take Tom Hiddlestone, who on the same night made a self-congratulatory speech about a recent UN trip. The social media fallout was swift. His “I’m sorry I was nervous” didn’t really cut it, and I’m sure his next award will be quite a different affair.
Let’s not forget, giving a speech of any kind can be seriously daunting. Doing it in front of the world’s media, when you’re a global superstar; knowing every word will be scrutinised, replayed, edited and quite possibly turned into a never-ending GIF of streaming tears and snot, adds a whole other level of pressure.
Previous award seasons would see PRs advise their client to use the platform to ingratiate themselves with the audience; to be humble, thankful, funny but not too crass, eloquent, but not over laboured, and to take particular care when going up and down the steps.
However, these are unusual times. The political agenda is no longer something we can keep out of popular entertainment, nor should we expect to. People may be divided, but they are engaged, and on a mass level. PRs shouldn’t fear this from their talent, nor should they seek to control it.
We have to let go of the fear of talent expressing themselves and being vocal, on any platform, about issues they care deeply about. Whether that’s defending the right of the press to continue to speak freely or to oppose the injustices that they believe in.
Social media opened the door for this years ago, allowing these seemingly perfect untouchables to show their true personalities, to have opinions, to get involved, to debate. Love it or hate it, there’s no questions that we want more of it.
There is an evolution taking place. For once it’s not just about who’s wearing what, it’s now about who’s saying what – and I for one can’t wait to hear it.
Jodie Butt is head of PR at HSE Cake. HSE Cake manages EE’s sponsorship at the BAFTAs and will be there on Sunday overseeing red carpet activations and VIP guests.
Clodagh Higginson, political correspondent for ITV’s Good Morning Britain, has teamed up with her husband John Higginson, a former political editor at the Metro, to launcha new PR agency called Higginson PR.
Clodagh and John Higginson
Clodagh Higginson has been political correspondent for ITV’s Good Morning Britain since April 2016.
Previously, she spent more than 15 years at The Sun, rising through the ranks to become consumer affairs editor in May 2009 and Whitehall editor in January 2010.
John Higginson was political editor of the Metro between 2007 and 2013, and has spent the last three years working as head of comms for Westbourne Communications and ICG.
Higginson PR will specialise in PR and social media support, comms strategy, political campaigns, and media training.
Among Higginson PR’s initial clients are change management consultancy Blacklight Advisory, as well as a retail chain and non-government organisation.
John Higginson said: “Between us we have 40 years of experience in national newspapers, the Westminster political lobby and broadcasting. Intelligent clients understand that to deliver an effective media campaign you need to be working with people with a deep and recent background in today’s newsroom.”
Clodagh Higginson added: “We are living in extraordinary times, full of extraordinary opportunities. There has never been a more interesting – or vital – time to get the message right. I’m excited about helping our clients do just that.”
Prophet, the global strategy consultancy, has announced a partnership with Innovate Finance, an independent members’ association representing the UK’s global fintech community.
The partners are collaborating to help the fintech community “create relevance for consumers and businesses through value propositions and design experiences”.
Prophet will apply its global network of experts to help Innovate Finance members build relevant brands and customer experiences, use digital as a “transformative” force and create strategies to accelerate growth.
The first major component of the agreement will see Prophet sponsor, and participate in, the 2017 Innovate Finance Global Summit taking place on April 10-11 at London’s Guildhall.
Both partners will collaborate on a wider programme of thought leadership content and events. This is designed to help Innovate Finance members share knowledge, in order to remain relevant to their customers in a rapidly changing digital world, and, ultimately, look to drive growth.
Greg Handrick, Prophet partner, said: “We’re thrilled to be a part of the Innovate Finance community, which places Prophet at the epicentre of the world’s most dynamic fintech hub. At the same time, we’re pleased to be bringing something to Innovate Finance and its members that it doesn’t yet have – broad expertise in the kind of customer-focused growth that fintech businesses of all sizes will need in order to succeed.
“For smaller fintech businesses that are just starting up, Prophet can help bring greater clarity to their value propositions, sharpen their business cases and create a go-to-market strategy to get ideas off the ground. For larger, more established businesses we can help to make concepts more relevant, by bringing fresh thinking around customercentric innovation at a time when this is on top of many enterprise agendas.”
Lawrence Wintermeyer, CEO at Innovate Finance, said: “We are looking forward to working with Prophet as we broaden our footprint and increase the range of resources we make available to our members. Prophet brings a unique mix of business consulting, customer experience and digital strategy to our platform, and this is already showing results.
“Our partnership shows our commitment to maximising our potential to reach as many fintech influencers as possible and to share our content and knowledge to those who are taking part in the exciting changes that are shaping the future of financial services.”
Start-up specialist The Wern PR has appointed an apprentice to its team following recent client wins.
Lucy Werner
Katarzyna Zdunczuk will join the agency as an apprentice and was discovered through an apprenticeship scheme with Digital Futures which ran a programme with marketing title The Drum last year.
Zdunczuk will split her time between Shoreditch and Aldgate while she completes a digital marketing and social media course.
Also, Jemma Wythe is joining as senior account executive. She has more than five years of PR experience and will support across the agency’s clients including Accelerator London, Hob Salons and new accounts.
The starters will join as the agency secures two new accounts; Ebookadabra, the ‘netflix for children’s books’ and Sherpa, a soon-to-launch insurance tech start-up.
Lucy Werner, founder of The Wern, said: “Offering an apprenticeship allows us the opportunity to provide vocational training with a salary to someone who might not otherwise be able to afford to work for free to gain experience in a PR consultancy.
“We strongly believe that all business owners have a responsibility to employ from a diverse talent pool and whilst a degree is great, it didn’t teach me anything that I use in the work environment. The skills that our apprentice will learn – without getting into debt – will be applicable to whether she chooses to stay in PR or move a different sector.”
Consumer tech PR firm Ranieri has been appointed by AfterShokz to handle the UK PR for its bone conduction headphone range, including the Trekz Titanium and Sportz Titanium.
AfterShokz
Initially developed for military special operations and law enforcement in 2001, bone conduction technology uses transducers to guide mini vibrations through the cheekbones to the inner ears, allowing users to listen to music without blocking their ears and impacting upon their awareness.
AfterShokz is looking to develop its status as a leading brand in the industry, offering a “safe alternative” for cyclists and runners when listening to music.
Ranieri’s brief includes a PR, events and influencer campaign targeting the lifestyle, health and fitness and technology sectors.
Kim Fassetta, chief marketing officer at AfterShokz, said: “We chose to work with Ranieri in the UK because of the agency’s strong track record in the health and fitness market.
“With the team’s expertise and knowledge, we’re convinced it will help us to build the AfterShokz brand, raising awareness and promoting the benefits of bone conduction technology. We look forward to a long and fruitful relationship.”
Pietro Ranieri, MD at Ranieri, added: “AfterShokz has already built a strong brand in the US and we’re keen to replicate that success over here. The company’s exciting and innovative technology will no doubt help us to build the story with consumers. We’re excited about working together.”
Nourish PR has won a PR brief from chef, author and TV presenter Allegra McEvedy, who is re-opening the “birthplace of EastEnders“, Albertine wine bar. The agency has also been called in to promote broadcaster, cook and Great British Menu judge Andi Oliver.
Allegra McEvedy
Allegra McEvedy, described by The Independent as “a caterer with a conscience”, has just taken back ownership of Albertine wine bar in London’s Shepherd’s Bush, which her mother started in 1978.
Once a regular for BBC staff in the late 70s and 80s, Albertine is, apparently, the “birthplace of EastEnders”, with its founders writing its first script there and taking the name “Albert Square” from the wine bar’s name.
The bar will re-open later this month, following a refurbishment.
Nourish PR aims to create mass London and national media appeal for the wine bar, targeting food features, trade, bloggers and restaurant critics.
Andi Oliver, who is also a regular on Channel 4’s Saturday Kitchen, is about to open her first restaurant in Stoke Newington, London.
Called ‘Andi’s’, it will serve brunches each day before taking on a more formal bistro side for the evenings.
Nourish has been briefed to enhance local appeal around ‘Andi’s’, as well target London and national food features, restaurant critics and relevant Instagrammers.
The agency will work alongside lifestyle PR firm ALEXIS PUBLICITY, which is handling publicity, lifestyle press and the launch event for Andi’s Restaurant.
Weber Shandwick has teamed up with UK communications charity Media Trust to create a paid internship programme which aims to bring in diverse talent to the PR industry.
Prophet, the global strategy consultancy, has announced a partnership with Innovate Finance, an independent members’ association representing the UK’s global fintech community.
Walbrook PR was awarded PR Firm of the Year at the 2017 Grant Thornton Quoted Company Awards held in the City of London last night.
