Liberty Comms

Dee Gibbs
Dee Gibbs

Liberty Comms

The Plaza

535 Kings Road


SW10 0SZ


Longest-held clients

GSMA, MMA, Telmap, Qualcomm, Mavenir

New business contact

Dee Gibbs, managing director,, + 44 207 751 44 44




Dee Gibbs, managing director

+44 207 751 44 44

Describe your agency in five words.

Technology is our passion/expertise.

How would you sum up 2011 at your agency?

This was the year we really moved ahead on our vision for agency structure and sector specialisms.

What was your agency’s high point of 2011?

Our consumer technology team scored some major client wins and we launched a new website too, which had a positive effect on new business acquisition.

What was the low point?

Liberty employs talented professionals with a really effective and wide ranging skill set to compliment the services we offer to our clients.  It’s fantastic to be growing and to need to hire new people with a plethora of experience, but it’s also hard to find the right balance of skills in people who have the right attitude and share our ethos.

We rely heavily on our own industry connections to support our hiring needs at Liberty.  Our best people come through our extensive network of influencers rather than via recruitment firms.

Please give an overview of your staffing through 2011, including significant hires and internal promotions.

We’re strong supporters of developing skills and careers throughout the agency and we’ve successfully promoted a number of people at all levels.  With a major focus on client services we now have a dedicated associate director leading that.  We worked towards a business within a business model for sector expertise and now have business to business, business to consumer and corporate practices, with technology expertise across telecoms, mobile communications, media, cleantech, consulting and enterprise technology.

What were your three best campaigns of 2011?

  1. Launching Peelzone to the UK consumer market. Firstly we were tasked with launching the Peelzone brand to consumers and the media, and secondly our brief was to drive sales of the product and create positive brand awareness through social media channels and online media. Our outreach resulted in the team securing a feature on The Gadget Show’s Christmas episode broadcast on Channel 5, which was watched by over 1 million viewers. We secured placements in leading lifestyle titles and Christmas gift guides such as Nuts and FHM reaching over 14 million consumers. We developed and implemented a proactive digital programme encompassing the design and development of their website and supporting SEO.
  2. Creating a thought leadership platform for web security specialist, Websense. Liberty was tasked with being creative to achieve a step-up in press coverage both in terms of quality and mindshare. Through an aggressive thought leadership based issues hijacking programme, Liberty has achieved over 500 pieces of dedicated coverage for Websense in 2011. Since the start of 2011, Websense has achieved over 30 pieces of national coverage.
  3. Creating a blogger engagement programme for RealNetworks. RealNetworks is the largest creator, publisher, and distributor of casual games available through the global destinations of GameHouse®, Zylom, and Atrativa. Liberty was tasked with raising awareness of this part of RealNteworks’ business through a face-to-face blogger event. Liberty created a bloggers-only event at NAMCO game arcade where bloggers were invited to experience the fun of the company through life sized versions of the games. Attendance was secured from each blogger with a successful follow-on reviews programme secured with consumer and lifestyle media.

What were your most exciting client wins of 2011?

RealNetworks – referred by an affiliate agency partner, RealNetworks wanted to hire a consumer technology agency that could demonstrate blue sky, creative thinking and translate that thinking into effective, measurable campaigns. Liberty was successfully appointed in mid 2011.  This win supports Liberty’s push in the consumer technology space.  More information on RealNetworks here.

Rackspace – following a relationship building process with the communications team at Rackspace, Liberty was selected to take part in a pitch process to find an agency to represent the firm with the industry analyst community.  Liberty’s contacts with the industry analyst firms is showcased with this client win.  Rackspace is a fabulous brand and Liberty is proud to have the company in our enterprise technology team of clients.

ILX Group – further to the success of Liberty’s enterprise technology business, Liberty won the brand-building and corporate campaign for digital learning experts ILX Group in May 2011.  The win was particularly exciting as ITIL based learning is gaining real momentum.  Liberty’s campaign elements have included thought leadership in e-learning, research around the future of digital learning and a steady stream of news to build brand recognition with core media.

Of which achievement in 2011 are you most proud?

We created a consumer technology business division which won a massively exciting and influential client. We’re incredibly proud of the fact that we have been able to extend our traditional business to business agency reputation to consumer and built in creativity across the agency as a whole too.

What trends did you notice throughout the year in the industry?

One trend we’ve noticed is that Liberty is certainly seen as a trusted resource at a very strategic level and our counsel is helping clients in many ways, not just on tactical execution.  We think this is a trend that is healthy and we’re delighted to know that our clients turn to us for solid advice and candid commentary.  We’ve also noticed that, finally, digital seems to be getting attention with budgets to back that.

Tell us how your digital work became more measurably effective in 2011.

Liberty has always prided itself on delivering its PR strategies with a fully comprehensive measurement strategy to ensure that clients understand the return on investment

These analytics also factor into the SEO/SEM strategy, ensuring that the right key words exist at the heart of any digital activity.

The measurement opportunities, which have been created as part of the integration of digital within the agency, have allowed for greater understanding of audience and furthered possibilities to reach those individuals, making for a more targeted campaign.

What’s your priority for the agency this year?

We are introducing divisional heads for a number of business units and adding PR and digital expertise across the board.  We now offer media (PR/AR), experiential and digital services to the business and consumer technology industry.  We’re building out a corporate practise and want to expand on our cleantech credentials and consumer technology client base.  We need to hire talented people with a fire and passion to move Liberty to the next phase of growth.  Professionals who fit that description are free to contact me with their credentials!

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