Countrywide Porter Novelli next week launches Scene, a business
practice aimed specifically at the gay market.
The service aims to help brands which can benefit from exposure to the
estimated six million, gays and lesbians in the UK. It will be aimed at
that section of the gay community which leads what Countrywide calls
’extrovert’ lifestyles, involving clubbing, resorts and bars. For
example, Scene’s first client, Newcastle City Council, wants to actively
promote itself as a cutting-edge destination which will appeal to
The agency believes the gay market’s perceived position as a
trendsetter, and the relatively high disposable incomes of gay people
will be attractive to many companies, from clothes manufacturers to
mobile phone providers.
’We want to help mainstream brands which can benefit from gay consumers
but need guidance,’ director Steve Marinker said.
But Scene is not aimed merely at ’the pink pound’, he added. Rather, it
offers the communications expertise of a big consultancy allied to
specialist consumer lifestyle knowledge, he said. Marinker will be in
overall charge, with day-to-day running down to consultant Adrian
Gillan, backed by a handful of planners and account handlers.
Marinker stressed that not all potential clients would have brands
suitable to Scene’s service, and that alienating mainstream audiences
had to be avoided. ’For some there may be more to lose than to gain,’ he
Research will constitute a major part of the offering, with Countrywide
suggesting that gays tend to be loyal to brands which actively target