NOP selects Kaizo to step up comms work

Research company NOP World has appointed Kaizo for a wide-ranging PR effort aimed at increasing awareness of its brand.

The agency was choseen after a four-way pitch to handle the brief, which marks a significant ramping up in the company's PR work.

NOP World group development director Tim Wragg, to whom the agency reports, said of the decision to increase PR activity: 'The contract of the guy we had been working with ended and we thought that it would be an appropriate moment to review our PR work.

'We want to utilise PR a lot more than we have done in the past. At this moment we're basing our marketing work around PR to support the business strategy.'

Agency board director Liz Andrews leads the Kaizo account team.

Wragg said that the agency had been briefed to target a broad audience for NOP: 'The campaign will focus in particular on press and radio work as we thought they were more appropriate for our target audiences and would provide better return on investment.

'The targets are market research buyers and influencers, potential employees and potential respondents, but the market research sector is the key'.

While he admitted that part of the campaign was aimed at providing a competitive advantage over rival market research firms, Wragg said the focus of the campaign would be on increasing awareness and recognition of the NOP brand.

He would not disclose details of either the length of the contract or the fee involved, but said that 'specific' bits of work were scheduled to begin soon.

'Kaizo will be developing a series of campaigns and will be paid to work on specific tasks. We're looking at weeks rather than months before we start campaigns moving,' said Wragg.

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