New business contact
Lisa Bradley, MD, email@example.com, 01903 821550
Lisa Bradley, MD
Describe your agency in five words.
Focused, creative, vibrant, passionate, professional
How would you sum up 2011 at your agency?
2011 was another fantastic year, reflected by our 28% growth. We launched new services, branched into new sectors and expanded the office to accommodate our growing team.
What was your agency's high point of 2011?
We had a number of high points, including breakthrough wins across our pharma, animal health and consumer health and beauty divisions; being flagged as a PR Week Best Place to Work for the second year running; winning multiple awards for our social media / digital work and making the shortlist for The Holmes Report Healthcare Agency of the Year.
What was the low point?
It sounds like a cop-out, but we really didn't have any low points. We had another amazing year.
Please give an overview of your staffing through 2011, including significant hires and internal promotions.
We added another seven members to the team, across a mix of disciplines and health areas. We appointed Helen Pattison from Cirkle, to head our new business drive and we secured the services of Sylva Michelli from Chandler Chicco, although she didn't actually start until January of this year.
What were your three best campaigns of 2011?
We devised and implement some amazing campaigns in 2011, many of which were fully integrated across a range of channels.
- The award winning, Bio-Oil Skin Stories encouraged women to share the stories behind their scars and stretch marks, which over 30,000 duly did on Facebook.
- Spot the Signs saw us employ the services of Jess the Cat as a 'celebrity' spokescat to talk to owners and vets about the tell tale signs of pain. We even created a bespoke stop-frame animation with the original Postman Pat animation team, an iPad app for the salesforce and in-vet posters and leaflets – all alongside a traditional media and social media campaign.
- Our work for Phonak, the world’s largest hearing aid manufacturer, has included a global, celebrity-backed initiative called ‘Hear the World’. Fronted by official campaign photographer Bryan Adams, the award-winning campaign utilises striking imagery of famous faces simulating ‘conscious hearing’, to help raise awareness around the topic of hearing loss. Over 50 celebrities from the world of music, TV and film have had their picture taken to show their support, including Take That, Jude Law, Annie Lennox and Peter Gabriel.
What were your most exciting client wins of 2011?
We had some really exciting new client wins in 2011 and equally exciting wins across existing clients' businesses. Unfortunately, we are unable to mention most of them.
Of which achievement in 2011 are you most proud?
There are lots of things we are proud of – new wins, new staff, and growth in the range of services we now offer. One of our main key developments was Healthscapes, a new framework for exploring why people make the decisions they do. Born from academic research, a 10,000 person survey, a series of focus groups and a lot of hard graft, we've been rolling it out through the business since the end of 2011 - getting great feedback and results along the way. It's critical that we invest the time to better understand behaviour and Healthscapes ensures we do this to an industry gold standard.
What trends did you notice throughout the year in the industry?
From our own experience, we've seen an increase in more rounded and social, integrated campaigns, with clients increasingly buying into a single 'big idea' or creative platform and understanding that as a progressive communications consultancy, we have the capability to manage and deliver way beyond traditional PR channels. This is, in part, why we continue to hit double digit growth. It's not simply about adding more clients, but about giving clients a greater breadth and depth of services to deliver campaigns to the full.
Tell us how your digital work became more measurably effective in 2011.
Our scope of digital work spans standalone campaigns and across all areas of health – from pharma and consumer, through to beauty. Measurement comes in many forms, but the most important thing is to ensure each campaign a built around clear objectives and desired outcomes. As well as the obvious 'likes' and traffic measurement metrics, we also monitor conversations through Brandwatch, so we can see how far our campaigns have reached, what people are saying about them and how this impacts on the broader objectives for the brand and/or products and services.
As well as the previously mentioned Bio-Oil Skin Stories campaign (http://www.facebook.com/biooiluk) another good example would be our online pet competition – My Pet Superstar- for Bayer Animal Health. With over 6,000 entries, 265,000 votes and 80% key message recall – as well as 79,000 Facebook likes – the campaign was clearly measurable and a huge success.
What's your priority for the agency this year?
Ensuring we balance continued growth across the business – and increased staff numbers – with maintaining the supportive and vibrant culture we are very proud of. In addition, we plan to continue to expand and invest in the services we offer.