24 West Street
New business contact
Gill Craig, chairman, 01252 727313
If your agency was a film title, which one would it be?
Back To The Future
With individuals and organisations communicating in new ways, our unique and innovative 360 PR proposition embraces the long-established principles of using multiple tools, techniques and channels to engage with multiple audiences.
Name your three best tech clients or account wins over the past year
Software AG Europe’s second largest software company. Whiteoaks has also recently become the company’s lead agency in the Europe, Middle East and Africa region.
Bull Information Systems A European leader in mission critical-digital systems.
Hyland Software A leader in enterprise content management.
What was the most exciting tech campaign you ran over the past year?
For the Information Technologists’ Company, the 100th Livery Company of the City of London, Whiteoaks organised its inaugural Enterprise Awards, to recognise some of the most outstanding entrepreneurial achievements in the UK IT industry. This included high levels of media coverage around the awards and more than 140 attendees at the gala dinner – including journalists from the BBC, Financial Times and Wall Street Journal Europe.
What was the best piece of tech PR work NOT created by you over the past year?
Android’s sustained effort to position itself ahead of Apple (and iOS) demonstrated how studies, surveys and data can be used to drive effective PR campaigns. In contrast, Apple seemed reluctant to make such data publically available, which only served to increase the market’s perception that Android is moving decisively ahead.
Who were your significant tech hires over the past year?
We have increased our staff numbers by more than 33% in the past two years and will continue to recruit in the next 12 months. In the past year, four new account directors and three new account managers joined our team, all from competitive agencies. We also promoted a number of existing staff into new roles and, for the first time, we now have a Head of Digital on board.
Tell us how your digital work for tech clients has become more measurably effective
By its very nature, digital communications presents a massive opportunity for PR to be more targeted, measurable and accountable. At the core of our approach is an understanding that in the digital world, communities gather around trusted and relevant content and people. The more a company creates relevant, trustworthy content, the more connected it becomes to its customers and prospects – which can be measured via various analytical tools. Listening to conversations across social networks also delivers direct routes to engagement and drives evidence-based content strategies for our clients.
For the majority of our clients, the ultimate purpose of any communications campaign is to generate sales and we can now design digital campaigns to achieve tangible sales leads measured against pre-agreed targets.
What are your plans for the agency over the next year?
We will actively encourage clients to demand more from us, in terms of both services and the levels of performance and accountability we provide – all key components of our 360 PR proposition. This will be facilitated by adding more talented people to our team as well as expanding the skill-sets and capabilities of existing staff. Our aspiration is to permanently change perceptions of the role and value of public relations in the 21st century.