Good Relations said it had spent 12 months examining every aspect of the business in preparation for the relaunch. The agency’s chief executive, Richard Moss, said the move was about “relaunching and resetting Good Relations, which is a big thing for us. It's taken us 12 months to get to where we are now. We are a 70-year-old brand, so it hasn’t happened that many times in our history.”
Good Relations operates as the consumer PR arm of VCCP Group. It launched an office in New York in 2021 (which now has about 10 employees). The way it fits into VCCP will remain the same, but the new line-up will be Good Relations, Good Relations New York, Goodness PR (previously Newsfeed PR) and Good Broadcast.
The firm’s logo has been wholly redesigned, with its 1960s pop-art influence a nod to its first office, which opened on London’s Carnaby Street in 1961.
“We haven't invested in our brand identity for a little while; some of the feedback we're getting in the market was that our reputation was falling behind the level of service and performance we were delivering for our clients,” said Moss.
“Previously we probably felt a lot more corporate in terms of brand identity than we were, so perhaps we weren't being considered among some of the smaller boutique consumer agencies. Now it matches what we are as an agency. It’s about being more memorable and connected and trustworthy, which I think communicates us much better.”
Rather than a facelift, Moss said the relaunch represents “quite a radical departure from where we'd been. It’s a new proposition and a new approach to how we're going to bring our product to market. Our starting point was to examine the role earned plays in the brand-building ecosystem, and how we can begin to increase the sophistication with which we plan and deliver that performance for clients. How do you do that efficiently and in a more scientific way? We want to be the go-to for brands that are looking to earned media to build their brands and build their futures.”
New, data-driven functionality introduced as part of the revamp includes a suite of proprietary tools offering advanced insight into consumers, influencers and from real-time focus groups, as well as enhanced campaign measurement.
“We are very strong on strategy; now we have a very creative product that sits behind that,” said Moss. “This has taken us right up to date and really challenged clients about what they need to think about next. It’s about utilising the new tools and the way we can measure the performance of our campaigns. We have gone through every element of the business, and everything has been realigned with what we've found out from the research we have done throughout the process."
Moss said Good Relations won’t be changing its name, however, because it's “so well established. We have a good return rate of clients, old clients and existing clients. If we changed the name we’d almost become invisible overnight and have to start again. But in the last 10 years, clients have moved on, we've moved on, and we want to be seen as a forward-facing thinker for consumer brands.”