Napier's focus on innovation helped it bag some interesting clients in 2008, pushing it to 20th spot in the Top 40. Under MD Mike Maynard, the West Sussex-based shop is hoping that a focus on ROI, including payment-by-results, will stand it in good stead in 2009.


Name: Napier

Address: : Donnington Park, Birdham Road, Chichester, West Sussex, PO20 7DU

Telephone: 01243 531123  


Website: N/A

Ranking in Tech Top 40: 20

Who is in the hotseat:

Mike Maynard - Managing Director


Sum up your agency's 2008 in three words: Challenging, Roller-Coaster Ride

Three best tech client or campaign wins:
2008 was a year when we won several fabulous British technology clients. It’s great to see the UK continuing to produce world-class innovation. We were delighted to begin work with PRQA, a UK company which is helping developers create bug-free software in applications ranging from banking systems to speed cameras (sorry!). Outram Research was another new client that develops analysers to help identify and solve power quality problems around the world. We also continued to win clients from other countries, including Avocent, whose broad range of products are used to solve today’s IT challenges and cover applications from data centres to desktops.

Significant hires in the tech team in 2008:
Rachel Holcombe has been a great hire. She brought an enormous range of experience encompassing both technology and consumer marketing. Rachel’s talent, knowledge and tenacity were some of the main reasons that we have greatly expanded our work in the IT and logistics sectors during 2008.

Staffing overall 2008:
We invested in additional team members during 2007, which meant we had the people in place to drive our growth during 2008. We now have a strong, stable and experienced team of B2B technology specialists. During 2008 we also updated our bonus scheme and everyone now has financial incentives based upon overall company performance, personal objectives and winning new business.

Plans and predictions for tech PR in 2009:
In 2009 tech PR is going to be all about results rather than gimmicks. The business-to-business sector is traditionally very concerned with identifying the tangible benefits of all their activities, and this demand for demonstrable return on investment will be something all technology companies demand.
Technology companies will expect their agencies to have a broad understanding of both their business and the market. Agencies will be expected to identify metrics that can be used to measure the effectiveness of PR campaigns and be accountable to those metrics. More clients will ask for an element of payment by results, which we believe will be a great opportunity for the best agencies to demonstrate that they deliver real value.
2009 is obviously going to be a year when clients demand value from marketing, and this is a huge opportunity for PR, particularly for agencies that can create synergies between PR and other marketing disciplines.
For Napier this means hard work and a constant focus on our clients’ business goals. We believe that by embracing the challenges clients throw at us and supporting their need for tangible results, 2009 will be another great year.

Describe your agency’s digital offering:
At Napier we take an holistic approach to PR. We don’t believe that we can place activities in different silos: PR and marketing need to work synergistically across all communication channels.
The audiences we specialize in reaching – IT professionals and engineers – have been using the Internet to help them in their jobs for many years. They’re extremely sophisticated and simply don’t see digital as a new channel. Our challenge is to deliver the same quality and depth of information seamlessly across all the different media they access during their working day.

How are you keeping up to date with social media:
By participating! We’re using social media to promote the agency as well as our clients, and for most of us social media is an important and essential way to manage our personal lives.

One thing you won’t know about the agency:
We’re a pretty fit bunch and enjoy sports ranging from surfing to short-track speed skating.

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