MY CLIENT SUCCESS STORIES
Newly independent brand agency builds visibility from day one
The new owner of one of Australia’s leading brand agencies needed a reputation management strategy that got results from day one, the day he announced he’d bought the business from a global holding company.
Key Results
The Challenge
This agency was highly-regarded by its clients and network, but it had done minimal profile building in the past due to global management constraints. It’s new independence gave the CEO and his team the opportunity to build their profile as experts and showcase the great work they were doing for clients.
We launched their campaign with the announcement that the CEO had bought the business, so it was essential we got great results from day one that included key messaging about why he’d bought the business and his vision for the future.
The Solution
We created a multi-platform reputation strategy for the brand, the CEO and his leadership team that got results from day one.
We used the ownership announcement as a launchpad for a regular visibility program and to establish the CEO as a credible authority. We achieved strong media coverage that included key messaging that drove headlines so that our client controlled the messaging around the announcement.
This led into a program of regular media announcements and commentary opportunities with activity spanning media (AFR, The Australian, CMO Magazine, B&T, AdNews, Mediaweek, Mi3 etc and LinkedIn.
We created a layered visibility program for the leadership team, with the CEO leading thought leadership on branding supported by his expert team who focussed on their areas of expertise.
Their program was multi-platform with a focus on media and social media to reach a broad audience of industry and potential clients.
The Results
In the first few months of working together, our client was told they’d gone from nowhere to everywhere.
Our brand PR strategy achieved regular media coverage in national tier-one business media and industry media, showcasing client wins to communicate the agency’s growth, case studies on client work, and announcing new initiatives and appointments for the business.
We layered over this a regular thought-leadership presence for the CEO and his executive team, including regular op ed placements with media they had previously ‘never been able crack’ (tier-one national business media and industry media). Their media presence spanned trade media and laddered up into national tier-one business media, including the AFR, The Australian and SmartCompany.
We also secured guest interviews, profiling opportunities and podcasts for all leaders in the business.
Each leader also had a visibility program for LinkedIn, ensuring we optimised any announcements we made and they built an engaged audience on this platform as well. This was also critical in helping each executive to support each other’s visibility and reach a larger audience.
Testimonial
Earlier this year, I acquired the Australian operations of FutureBrand, a global transformation company. One of the most important tasks was the announcement of the acquisition and subsequent promotion of the new ownership. Having engaged Ange, she has helped us take full advantage of the opportunity, helping to guide our messaging, secure the right kind of coverage, and provide strategic counsel at key points along the way. Ange is now very much part of our business and she plays a valuable role in managing our profile and supporting our growth for the future.
Rich Curtis
Elevate the profile of your brand and executive team today
If you’re a high-growth business that is your industry’s best kept secret, our ladder approach to your visibility will get you results today while we work strategically to ensure the reputation we build for you, your brand, and your team is directly aligned with your business plans.
