117 Wardour Street
New Business Manager
0207 0251 357
0207 0251 1370
If your agency was a film title, which one would it be?
The Magnificent Seven; we have a team of specialists in seven key areas of PR: celebrity, business, fashion & lifestyle, digital, video production, media training and crisis management.
Name your three best consumer clients or account wins over the past year.
Every client win is important to us irrespective of their size. But a sign of how far the agency has come arrived this year when we were asked to provide consumer PR support for Disney’s Club Penguin together with Goals Soccer Centres and LighterLife. It shows that we are up there competing for the biggest clients.
What was the most exciting consumer campaign you ran over the past year?
Our Ann Summers stunt with a harem of scantily-clad women in nothing more than their underwear quite literally stopped traffic!
Our army of girls left London commuters open-mouthed as they strutted their stuff down Oxford Street in a variety of lingerie.
The campaign was to mark the opening of the new Ann Summers store on nearby Wardour Street to coincide with National Cleavage Day.
The concept behind our campaign was to find real women who had the confidence and attitude to represent Ann Summers. We found them through the Ann Summers Facebook page so they were already big fans of the company and were delighted to become brand advocates. It was clever, exciting and most importantly caused a real buzz.
We achieved close to a million YouTube hits as well as coverage on The Sun online, the Daily Star and the Mail online.
It was an effective campaign done on a modest budget.
What was the best piece of consumer PR work NOT created by you over the past year?
The Virgin Holidays Rockstar Service campaign by Elvis Comms was very clever.
They wanted to know what makes Virgin Holidays worthy of their customers’ hard-earned cash when their competitors were offering similar holidays at the same or even better rates.
Their answer? Virgin gives great customer service – and every holiday gets treated like a rock star.
They created an amusing, hugely watchable advert that set Virgin Holidays apart.
Who were your significant consumer hires over the past year?
All of our hires are significant and we have added 15 people to our staff this year. Every member of our staff gets a star billing, so we will not single them out.
Tell us how your digital consumer work has become more measurably effective.
For LighterLife, our integrated campaign using traditional PR‚ celebrity endorsement and digital was responsible for generating 30‚000 new client leads in the first three months of 2012.
In six months we doubled LighterLife's social media community to 10‚000 people and have a 25 per cent engagement rate with followers.
We had similar results with artic tour operator Transun, when our social media campaign aimed at children and their families who wanted to visit Santa in Lapland at Christmas resulted in an 86% increase in traffic to the company’s website compared with the previous year, which in turn led to record sales.
And our Ann Summers video went viral with 800,000 views on YouTube – spreading the reach of the brand and producing a spike in traffic to their website.
The Olympics – fantastic opportunity for the PR community or monumental pain?
A monumental pain for commuters, but what an opportunity for the PR community.
Fifty five brands have spent a total of £700 million to use London 2012 branding as part of their PR strategy – and as we’ve seen already with Mini’s ‘Britalian Job’ viral video, those brands will squeeze every last opportunity from our moment in the spotlight.
PHA has got in the Olympic spirit with the Great Britain Beach Volleyball team (it was a tough job, but someone had to do it!) and the North West Development Agency, who tasked us with two objectives; to build awareness of the sport and drive visitors to Blackpool for the European Masters event.
Our campaign focused on changing the perception that beach volleyball wasn’t a serious sport played by women in bikinis by really focusing on the quality of the athletes and raising their personal profiles.
The result? We doubled the tourist board’s target of attracting 15,000 to Blackpool over the Masters weekend and generated a record 69,654 overnight hotel bookings which brought in £12.5 million spend into the local economy.
What are your plans for the agency over the next year?
We have an eye on international expansion as well as domestic growth and are forecasting another bumper year for PHA revenue-wise. We will also seek strategic partnerships where appropriate.