Atkins (diet), Dulux Decorator Centres, ICI AkzoNobel, Soreen, Turtle Wax
New business contact
Sandy Lindsay, group MD, email@example.com , 0161 817 6600
Sandy Lindsay, group managing director
0161 817 6600
Describe your agency in five words.
National Agency of the Year
How would you sum up 2011 at your agency?
2011/12 was Tangerine’s best year to date. We grew by almost 20%, while maintaining robust profit levels; gained important new clients and retained and grew many longstanding clients. We’ve also been asked by an increasing number of clients to perform the ‘lead agency’ role and are spreading our wings internationally with several clients asking for our help globally. We grew our team beyond the 40 people mark and took on additional floor space at ‘Tangerine Towers’. All in all – a great year!
What was your agency’s high point of 2011?
Being named the Agency of the Year in the national CIPR Excellence Awards. We’ve never believed that you have to be based in London to be the best agency in the UK and it was nice to have the CIPR agree with us.
What was the low point?
We lost a client to the recession – TJ Hughes – which is always sad, especially as they’d been with us for several years. We rarely lose clients for any reason and this particular client came to us via a previous relationship so we felt it even more.
Please give an overview of your staffing through 2011, including significant hires and internal promotions.
Tangerine has continued to grow. We started 2011 with 32 staff and now we employ more than 40. Among the new recruits is our superb MD, B2B, Sam Gregory, as well as a Creative Director to take Juice Digital (social media consultancy acquired in 2009) to the next level. Clients want more and more senior level consultancy from Tangerine and these appointments reflect that demand.
What were your three best campaigns of 2011?
At Tangerine, most clients are retained and so it’s impossible to pick out three campaigns that stand out as we deliver guaranteed results – via our MERIT™ evaluation system - for all of our clients, on an ongoing basis. This is one of the key reasons clients stay with us and what the CIPR highlighted as impressive – our client relationships and results.
What were your most exciting client wins of 2011?
In FY 2011/12 we gained 23 new clients including: AGA CookShop, Cartridge World, Dalepak, Mars Drinks, Johnsons the Cleaners, DWF, Ross Burgers and Peugeot UK (dealership PR and national Press Office).
Of which achievement in 2011 are you most proud?
We’ve had record growth, headline grabbing new business wins and have been named National PR Agency of the Year but it’s the attitude of the team here that makes me most proud. We invest heavily in training, offer a good working environment and share the financial rewards of the company’s success. In return we have a team that always goes the extra mile and our clients appreciate this and grow with us.
What trends did you notice throughout the year in the industry?
Apart from the whole media landscape being volatile thing, we’ve noticed that more and more clients are expecting more from us as their PR partner. Whereas in the past, PR seemed to be sorted last on the marketing mix list, we’re now finding – because of the ability of PR to span such wide channels of communication (traditional and online) – that we’re being asked to lead the discussion, set the strategy, tone and messaging with other agencies being part of that discussion. This, in my opinion, gives PR its rightful place at the head of the table, setting the strategy and ensuring audiences are being communicated with correctly and powerfully.
Tell us how your digital work became more measurably effective in 2011.
Integrated digital strategy is becoming increasingly important for our clients. With 2011 seeing some landmark changes in the world of social media, such as Facebook’s new intuitive timeline, the concept of adding value in every digital strategy is something we live and breathe. We consistently strive to develop new and exciting initiatives, which genuinely appeal to our clients’ target audiences, offering measurable value in a real sense that will impact on bottom-line results. We’re able to track this progress against a set of pre-agreed KPIs, using bespoke and commercial social media monitoring tools.
What’s your priority for the agency this year?
Tangerine is ten years old in 2012. As one of the UK’s leading PR consultancies, people expect more from us and our client list and the size and quality of our teams reflect that. In other ways though, things are the same as they have always been. Our ethics - honesty, courtesy and respect – remain at the heart of everything we do and this will never change, regardless of our size and reach.