John Mowlem Construction
Over a number of years Richard developed an extensive and sophisticated
press relations campaign for one of Britain's biggest construction
companies, designed to place the company's skills and expertise
in front of potential clients. Working with both the corporate
centre and 15 subsidiaries across the UK, this used national
press to highlight significant contract awards, the specialist
construction press to focus on technical skills, local newspapers
and magazines to highlight regional subsidiaries as skilled,
successful companies contributing to their local community and
targeted campaigns to focus attention on specialist services.
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Aircrete product manufacturer (for
a consultancy)
Launch of a combined product-and-labour housebuilding package
using recommended contractors. PR played a major part in the
introduction of the concept; the press launch was followed by
a programme of nationwide seminars. Copies of the presentations
and clips of demonstrations were posted on the company's website.
The launch was followed up with regular announcements of the
appointment of new recommended contractors and news of new projects
using the system. In the first nine months from launch 12 homes
had been built using the system; 12 months later 250 had been
built and requests to quote had more than trebled
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Freelance Directors
Richard created a campaign to develop new business for this
interim management company and business consultancy. This comprised
a newsletter which was used as a mailer to, backed up with press
relations activities in national and local business media. The
campaign generated new business and enquires from accountants,
solicitors, banks and a variety of commercial companies.
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Griffith Laboratories
Successfully launched this US food ingredients manufacturer
in the UK as part of a pan-European campaign. A carefully-planned
and orchestrated press conference attracted 100% attendance
from the 18 relevant UK press and these journalists produced
50% of total European press coverage for the launch.
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Whitbread Square
Mile Squash Championship
Developed this sponsored squash tournament for firms in the
City as part of an effort to improve Whitbread's standing among
the investment community and other financial advisers. It provided
opportunities for Whitbread management to meet City people on
an informal basis as well as showing off part of the corporate
entertainment and leisure facilities developed at Whitbread's
old brewery site in Chiswell Street.
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French Ministry of Health
As part of the Ministry's National Aids Week in France Richard
provided the UK component of a pan-European research project
detailing attitudes to aids, the activities of aids charities
and government health bodies to create awareness of aids and
a profile of the condom market in the UK. The research document
(in French) was accompanied by copies of charity and government
leaflets, television commercials, product samples etc. |
The Jenks Group
This firm of food brokers approached Richard with a brief to
develop a PR campaign to bring in new clients. They had never
used PR before and the budget was very small. Richard's strategy
was to concentrate the entire expenditure on a newsletter, aimed
at marketing directors and inserted in Marketing Week. The first
issue brought in a significant new client and generated substantial
interest from other potential customers.
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Wine Development Board
Created the first-ever 'Beaujolais Nouveau'- type event for
wines from the southern hemisphere. This press event successfully
focused attention on a range of wines which were then overshadowed
by their northern competitors, at a time of year (February/March)
when the wine trade is generally rather quiet and the press
are looking for a good news angle.
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Wine Development
Board
Handled PR for this client over many years, including the period
of the 'anti-freeze in wine' scandal. Although this only affected
Austrian wines, some German and Italian producers were illegally
using Austrian wine to blend with their own and the scandal
threatened to engulf the entire wine trade. Successfully isolated
the problem to the Austrians, despite pressure from both the
press and the Association's own members who wanted the Association
to become involved. Although Austrian wines disappeared from
the shelves for a number of years and the reputation of the
Germans and Italians was dented, UK market sales overall were
not materially affected and the client was highly satisfied
with the outcome.
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Wine & Spirit
Association
Handled this trade association's annual Budget campaign for
many years to maintain pressure on the Chancellor to keep the
duty on imported wines and spirits down. This required considerable
ingenuity to put a fresh aspect on a theme which in substance
changed very little from year to year. This was achieved through
a variety of creative techniques which at least one Chancellor
admitted had made an impact on him.
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Publications
Have written, designed and produced a variety of publications
including:
- Annual reports for Whitbread, Boddingtons' Breweries and
West's Group International
- A book of The Whitbread Round The World Race
- Brochures for Hedleys, solicitors and Alpha Browett Taylor,
property consultants
- A bilingual (English/Arabic) brochure for John Mowlem
- Newsletters for The Portuguese Government Trade Office
(promoting Portuguese wines), Wines from Spain, The Jenks
Group, Kellock (factors), The London Law Agency and the
Europe On-line network of international PR consultancies.
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Corporate Identity
New corporate identities and brochures for The London Law Agency
and Hedleys (solicitors).
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