Retail branding consultancy with high yet outdated profile

Background:

The retail brand consultancy had been successfully established for more than thirty years, growing to be an agency of more than 120 people. However, its image was completely outdated, reflecting its origins as a design and production business closely affiliated to founding client of the retail sector.

Activity:

We have developed a media-relations programme focused on the consultancy’s key area of expertise – retail marketing. We have created a balance between news coverage about their continued work for Asda, and other clients including DFS, M&S Outlets, Greggs, Lakeland and Focus DIY. The emphasis in press releases has been placed on the strategy and creative output, rather than the production work. Additionally, we have developed targeted commentary about retail marketing issues in key marketing and retail publications, using the joint managing partners as sector spokespeople.

Results:

From a standing start, we have generated substantial ‘news and views’ coverage, and have significantly shifted perceptions, with journalists commenting on how the consultancy is for the first time ever ‘one to watch’. Our work has generated new business enquiries, and favourable comment from existing clients.