DrRolandHeintze|ManagingPartner
Theinternethasseenahugeevolutionoverthe
pastfewyears.Thedigitalmarketingsector isever-growingandhasstartedtoprovide betterROItoallkindsofbusinesses.Ithasseenfaster developmentsandisoneofthemostprofound marketingtechniquestopromotebusinesses,brands, orproducts.
Whetheryouareastartuporawell-establishedbrand, employingdigitalmarketingtechniqueswillbehighly beneficialtoyourbusiness.Youcan’tignoreor overlookthesignificanceofdigitalmarketinginthis internet-crazedworld.
Hence,inthisonlineworld,ifyouwanttoputyour productorserviceinfrontofyourtargetaudience,it isimportantthatyouengagewiththemthroughthe rightchannels.Afterall,DigitalMarketingisallabout matchingthecontentwiththerightchannelatthe righttimeforoptimalresults.
Today,DigitalMarketinghasevolvedintoabroad termthatcoversawidearrayofpracticesandtools usedtohelpaproduct/serviceacquireahighranking invarioussearchengines,improvevisibilityand increasetraffictoasite.
Withoutanydigitalhelp,itmightnotbepossibleforyour businesstomakeanonlinepresencewhichiscrucialthese daysifyouwanttogeneratetargetedtrafficandconvert visitorsintopayingcustomers.PR,SMM,SEO,PPC, EmailMarketingandAdvertisingarethemostusedDigital MarketingChannelsforachievingspecificbusiness objectives.
Thereisnodoubtthateachdigitalmarketingchannelis vitalinordertopromoteyourbusiness.However, businessesneedsomeonewhoactsastheircatalysttomake thingshappen.That’swhyyoumustchooseanexperienced andreliablePRandMarketingAgencyforyourbusiness.
Therearemanypublicrelationsagenciesthatworkto attractcustomers’attentiontowardscompaniesbyusing differentPRstrategies.Bygeneratinginformativeandhighqualitycontent,theyworkhardtoenhancetheirclients’ businesses.Theseagenciesalsoimprovethepromotional
strategiesoftheirclientsinordertoraisebrandawareness andmarkettheirproductsorserviceseffectively
Here,InsightSuccesshasunveiledthelatestcatalogofthe MostDisruptivePRandMarketingAgencieswithastrong footholdintheindustry.Theseorganizationshaveaproven experiencewiththeseservicesandhavethereforebeen successfulinprovidingthebesttotheirclients.
Sumita Sarkar
Editor-in-Chief Sumita Sarkar
Managing Editor
Assisting
Art & Design Head
Art & Design Assistant
Abhishaj Sajeev
Trishika,
Visualiser David King Co-designer
Art & Picture Editor Priyanka Rajage
Rohil Shinganapurkar Paul Belin
Rahul Shinde
Sherin Rodricks Business Development Manager
Marketing Manager Joseph D'souza
Business Development Executives
Anish Miller Senior Editor Kelly, David
Technical Head Jacob Smile
Assistant Technical Head
Amar
Technical Consultants Pratiksha, Aditya, David
Digital Marketing Manager Alina Sege
Assistant Digital Marketing Manager Amol Wadekar
SME-SMO Executives Gemson, Renuka
Research Analyst Eric Smith
Circulation Manager Tanaji
sales@insightssuccess.com
August, 2021
Featuring Brief CompanyName 1Milk2SugarsInc. 1milk2sugars.com
PriyaChopra PresidentandFounder
1Milk2SugarsCommunicationsisamarketing&communications agency,brewingthebrandbuildingstoriesoftomorrow
AxiaPublicRelations axiapr.com
BrooklinePublic Relations,Inc. brooklinepr.com
CASACOM casacom.ca
FaktenkontorGroup faktenkontor.de
MattePR mattepr.com
MekkyMedia Relations,Inc. mekkymedia.com
Milk&HoneyPR milkandhoneypr.com
ThePRDepartmentInc prdepartment.ca
JasonMudd CEOandManaging Partner
ShaunaMacDonald PrincipalandFounder
AxiaPublicRelationsistheexpertpublicrelationsfirm selectedbyForbesmagazineasoneofAmerica’sBestPR Agenciesfor2021.
BrooklinePublicRelations,Inc.isoneofCanada'sleading boutiquepublicrelationsagencieswithasuperiortrackrecord forplanningandexecutingaward-winningpublicrelations programs.
Marie-JoséeGagnon CEOandFounder
DrRolandHeintzeand JörgForthmann ManagingPartners
HeidiRuggier President
MichelleMekky CEOandFounder
CASACOMisaleadingindependentCanadianpublicrelations andintegratedcommunicationfirm,drivenbydata.
FaktenkontorGroupsupportsitscustomerswithproven industryexpertiseinusingconvincingcontenttonavigatethe rightplatforms,beitprintoronline,andthetargetgroups relevanttothemtomovetoaction.
MattePRisanaward-winningpublicrelationsfirmworkingto deliverinsightsandidentifyingopportunitiesbybringingtalent togetheracrossdepartments.
MekkyMediaRelationsisaboutiquepublicrelationsagency providingexpertguidanceinpublicityandcommunications strategiesbasedontrustedexperience,innovativeideasand personalizedattention.
YuluPublicRelations yulupr.com
KirstyLeighton FounderandCEO
BrigitteFoisy President
Milk&HoneyPRisanenergeticLondon,NewYorkand SydneybasedPRagency.Managingandnurturingreputations forambitiousgrowthcompanies.
ThePRDepartmentIncpartnerswithitsclientstobecomepart oftheirteam-theirinternal"PRdepartment"-andworktogether toachievetheircommunicationsandmarketingobjectives.
MelissaOrozco CEOandChief ImpactStrategist
Yuluisanaward-winningPR&impactrelationsagencywitha missiontochampionsocialinnovationbysharingstoriesthat matter.
LeadingClientstowardsZenithsthrough Fact-DrivenPRStrategies Wepower fact-based communications strategiesforourclients andsupportthemin reachingandmaintaining sustainablereputation goals.
Hasiteveroccurredtoyou howtheworld'smost renownedbrandsbecame so?Howweretheydiscoveredby peopleinthefirstplace,beforeeven becomingtheirfavouritebrands?Itis mostcertainlythequalityand authenticityoftheirproductsand services,butthequestionremains, howdidpeopleknowaboutthese USPs?
PRandMarketingistheevident answerandhasaninherentpower thatcannotbedisregarded.Andthis editionbyInsightsSuccess, The 10 Most Disruptive PR and Marketing Agencies 2021,placethespotlighton organizationsthathavebuilt unwaveringexpertisearoundthe niche.
Inourendeavourtowardsseeking suchinnovativecompanies,we crossedpathswithFaktenkontor GmbH,isaseasonedPR consultancygroupexhibitingits proficiencyincateringtolikesof corporatecommunications,topic leadershipandreputation management.
Inthefollowinginterview,Dr RolandHeintze,theManaging PartneratFaktenKontorshareswith usindetailaboutthecompany's journeyinthePRandMarketing spaceandhisopinionsaboutthe marketthatthecompanycatersto.
Belowarethehighlightsofthe interview:
Pleasebriefouraudienceabout Faktenkontor,itsUSPs,andhow thecompanyiscurrently positionedasaleadingplayerin thePRandMarketingspace.
FaktenkontorisaPRconsultancy
“ Inadditiontoour coreconsultancy services,wearea campaigning powerhousefor strategicdigital communicationsand contentcreation.
“ groupwithmorethan18yearsof experienceincorporate communications,topicleadership andreputationmanagement.Werely onthepoweroffacts,becauseifyou havenothingtosay,youwon'tbe heard–neitherbyjournalistsand multipliersnorbyyourown customers.
Wepowerfact-based communicationsstrategiesforour clientsandsupporttheminreaching andmaintainingsustainable reputationgoals.Ourteamsof specializedexpertssupport companiesinfinancialservices, healthcare,consulting,and technology
Faktenkontortakesaholistic approach,alwaystakingintoaccount traditionalanddigitalmediaaswell aspersonalrelationships.Ourtrack recordincrisiscommunications standsoutexceptionally Weemploy AI-supportedmethodologyforour individuallytailoredanalyses.Andin additiontoourcoreconsultancy services,weareacampaigning powerhouseforstrategicdigital communicationsandcontent creation.
Inshort,Faktenkontordistinguishes itselffromotherplayersinthe
GermanPRsectorthroughour strictlyfact-drivenapproachto tailoringholisticcommunication strategies.Ourmission: Excellence create values
Whatotherservicesdoesyour companyoffer,andhowarethese makinganimpactontheindustry andyourclients?
Faktenkontorisoneofthefastest growingagencygroupsinGermany. PartofourGroupisMunich-based Akima–specializedintech communications.Deepdigitalareour expertsfordigitalstrategyand execution.TheIMWFInstitute providesartificialintelligence analysisandevaluationoflargedata sets.
Wecanthusofferourcustomersall theservicestheyneed.Fromthe analysisofthetargetgroupandthe topicsthatareimportantforthe company,tothecreationof communicationsstrategiesand campaigns.Kompaktmedia specializesinpolitical communicationandsocialmarketing. Theaimistowinnewcontractsin thepublicsectorandexpandexisting ones.
Beinganexperiencedleader,share withusyouropiniononwhat impacthavetheadoptionof moderntechnologiessuchasAI, bigdataandmachinelearninghad onthePRandMarketingniches andwhatmorecouldbeexpected inthefuture?
Faktenkontorisapioneerinthefield ofArtificialIntelligenceandBig DataanalysisintheGermanspeakingareaofPRwiththe foundingoftheInstitutefor
ManagementandEconomic Research(IMWF).
Theintroductionofmodern technologiessuchasartificial intelligenceandBigDatacontribute tothepossibilityofindividualtarget groupanalysisandprecisereputation measurement.ThisallowsPR measurestohavemoreimpact,asthe corporateenvironment,public opinion,targetgroupandtrendscan bepreciselydefined.Itisthus possibletocarryoutpersonalisedPR measures.
Contentandtopicscanbeidentified thataredangerousorusefulfor corporatecommunication.This informationisgeneratedfrom millionsofinternetarticlesorposts. Anotherexampleoftheimpactand importanceofartificialintelligenceis sociallistening.BasedonanAIpoweredradar,itmeasuresinreal timehowthereputationof individualsandcompanies
Faktenkontorisincreasingits investmentsinartificialintelligence. Thus,thetoolsforAIresearch, whichalsoincludemarket,media resonance,andcommunication environmentanalyses,arebeing furtherdevelopedinatargeted manner.Theyformthebasisofthe agencygroup'sconsultingbusiness, especiallyinreputationmanagement andcrisisdefenceAIhelpstoensure thatacampaignissuccessfuland willbecomeprevalentinPRinthe future.
So,inthenextfewyears,theworkin PRwillchangesignificantlywithit. PRwillmergewithdisciplinessuch asmarketing,research,advertising, etc.intoasingledata-driven corporatefunctioncontrolledby algorithms.
Weareveryconfident thatwewillachieveour goalsin2021andbe abletodevelopfurther inareassuchasartificial intelligenceorpolitical communication. “ “ Takingintoconsiderationthe currentpandemic,whatinitial challengesdidyoufaceandhow didyoudriveyourcompanyto sustainoperationswhileensuring safetyofyouremployeesatthe sametime?
ForFaktenkontor,thepandemic broughtaboutsomechanges.Wehad todevelopahygieneconceptfor around140employees.Wemadeit possibleformanyemployeestowork fromhomeoffice.Thiswaywe reducedthenumberofpeopleinthe officeandcouldcontinuetobea reliablecontactforourclients. Initialsmallchallengeswerealso quicklysolved.Thecoordinationof employeesonprojectswascarried outviaMicrosoftTeams.Likewise,
thecloseexchangewithourclients viacommunicationsoftware,as travelandpersonalappointments werenolongernecessary.Duetothe flexibleandquickadaptationtothe pandemic,itwaspossibletoensure close,trustingcontactwithour clients.Allemployeeswere guaranteedhealthandprofessional safety.
Whatwouldbeyouradviceto buddingentrepreneurswhoaspire toventureintothePRand Marketingspace?
Onethinghasbecomecleartimeand again:thePRindustrywillalso changesignificantlyinthenextfew years.Thereareseveralreasonsfor this,suchasadvancingdigitalisation,
JörgForthmann ManagingPartner RolandHeintze MangingPartner
Dr
thegreaterimportanceofartificial intelligenceandbigdata,andthe developmentofcompaniesand society.
That'swhyit'shardtoadvise buddingentrepreneurs.At Faktenkontor,wehavebuiltupa goodimageintheGerman-speaking worldthroughreliableandexcellent work.Byexpandingourcapabilities incertainareas,e.g.,withthe acquisitionofTIQSolutions2020, wehavepositionedourselvesvery professionallyready.
Nowadays,abroadprofessionalbase isofenormousimportanceinthePR industry.Competitionistoughand onlythosewhocanbackuptheir recommendationswithnumbersare successful.
Howdoyouenvisionscaling Faktenkontor'soperationsand offeringsin2021?
Thedevelopmentofthelastfew yearsshowsacleartrendat Faktenkontor: we are growing!
Wehavebeenabletoincreaseour turnoverfromyeartoyear, Faktenkontornowemploysover100 peopleinHamburg,Munich, Frankfurt,andBerlin.Justin2020, theBerlinagencyKompaktmedia joinedtheFaktenkontorGroup.
EvendespitetheCOVID-19 pandemic,wewanttodefendand expandourpositioninthePR industryin2021.Wewantto continuetodesignsuccessful,goaloriented,andfact-basedPRforour clients.Weareveryconfidentthatwe willachieveourgoalsin2021andbe abletodevelopfurtherinareassuch asartificialintelligenceorpolitical communication.
Abouttheleaders DrRolandHeintzeisapoliticalscientistandmanagingpartnerof FaktenkontorGmbH.Hecompletedhisstudiesinpoliticalscience andhistoryattheUniversityofHamburg.Afterasound journalisticeducation,heworkedasafreelancejournalist,among othersforleadingDieWelt,WeltamSonntagandFinancialTimes Deutschland.
From2000to2003,heworkedaspressspokesmanforMummert ConsultingAG.In2003,Dr.RolandHeintzefoundedwhatisnow FaktenkontortogetherwithJörgForthmann.In2013,he completedhisdoctorateattheHumboldtUniversityinBerlinon thetopicofe-campaigningandtheroleoftheinternetinparty electioncampaigninginGermany.From2015to2020,hewas chairmanoftheChristianDemocraticUnioninHamburg,from 2004-2015hewasmemberofthestateparliamentofHamburg.
DrRolandHeintzeisresponsibleforsalesandtheconsulting businessoftheFaktenkontorGroup.Togetherwithhisteam,he developscommunicationconceptsandrealizestheconceptsin successfulcampaigns.
JörgForthmannisagraduateindustrialengineerandmanaging partnerofFaktenkontorGmbH.Hereceivedhisjournalistic trainingatAxelSpringerVerlag.Afterthatheworkedasa freelancejournalistfortheHamburgerAbendblattandasaPR consultantinHamburg,amongothers.Hethenworkedinthepress andpublicrelationsdepartmentofNestléDeutschlandAG.
Duringthistime,hemanagedcommunicationcrisesasaresultof plantclosures,foodextortionandgeneticengineeringdisputes withNGOs.Sincethen,Forthmannhasactivelyaccompanied morethan100crisescommunication.Hisfieldofworkincluded corporate,brandandcrisiscommunication.From1999to2002he washeadofcorporatecommunicationsatMummertConsulting AG.
In2003,JörgfoundedMummertCommunications,now Faktenkontor,togetherwithDrRolandHeintze.Jörgisresponsible fortheanalysisandacquisitionofnewcustomersandsales markets.
JörgForthmannisresponsibleforanalysis,artificialintelligence, andthebusinessdevelopmentofthegroup.Togetherwithhisteam driveourdigitalinnovationandopensupnewsalesmarkets.As authorandeditorofarticlesoncrisiscommunication,healsoleads seminarsonpressrelationsandcrisiscommunication.
Brandbuildingisanessentialpracticeforabusiness tohavegreatgoodwillandexpandthebusiness further.Intoday’sworld,digitalmediaplaysa crucialroleinaccomplishingthistask.However,itis importanttounderstandwhatdirectiontogointohavethe rightmediacoverage.
MattePRisafirmthatspecializesinbuildingareputation foritsclients.Itisa360°consultancyworkingtodeliver insightsandidentifyopportunitiesbybringingtalent togetheracrossdepartments.Throughresults-driven campaigns,thefirmassistsclientstoimprovetheirpublic relationsandidentifyopportunitiestoexpand.
MattePRisheadedbyHeidiRuggier,theFounderand President
Inthefollowinginterview,Heiditellsusaboutthe company’sjourney,heropinionaboutthecurrentscenario ofthePR&Marketingspace,andherfuturevisionforthe company
PleasebriefouraudienceaboutMattePR,itsUSPs,and howthecompanyiscurrentlypositionedasaleading playerinthePRandMarketingspace.
MattePRisafull-servicepublicrelationsagencyelevating leadingglobalbrandsandlocalindependents.Wedrive successthroughsecuringqualitystrategicplacementson traditionalanddigitalmediaplatforms.Ourprogramsare structuredtodrivebrandawarenessandgrowththrough thoughtful,dedicatedpublicrelations.
WeareprivilegedtoworkwithbrandslikeAfterpay,Engel &Völkers,nixit,TorontoFashionIncubator,andmore.We
Elevating Clients With Impactful PR alsorepresentindependentfashionbrandslikeHania KuzbariJewelry,UnknownArticles,andYapSisterStudio.
MattePRisbroughttoyoubythehardworkand collaborationofaneclecticgroupofpeople.Onethingwe haveincommonisourcommitmenttoleavingtheworlda betterplacethanwefoundit.It’simportanttoustobe mindfulofourrelationshipwithourcommunity,bothlocal andglobal.ThisiswhyIcreatedTHEDEAL,agive-back pledgethatseesthecompanydonate3%ofitsannual revenuetocausesimportanttopeopleandourplanet.
First,weareproudpartnersof1%forthePlanet.That means1%ofyourpurchasewithusisdistributedtoagroup ofimportantenvironmentalorganizations.Treatingpeople withdignityandrespectwhileworkingtowardsequity,no matterwhatisimportanttous.Thisiswhywechooseto give1%toMigrantOffshoreAidStation(MOAS),an internationalhumanitarianaidorganizationdedicatedto helpingtheworld’smostvulnerablecommunities.
Lastly,1%isdonatedtoCanadianorganizationsfightingfor LGBTQ2S+rights,women’srights,racialequity,and endinghomelessness.
Whatotherservicesdoesyourcompanyoffer,andhow arethesemakinganimpactontheindustryandyour clients?
Ourintegratedapproachtocommunicationscombines mediarelations,digital,e-commerce,andcreative production.Theresultsareaward-winning.Thisyear,Hania Kuzbari’sretaildebutinCanadawonMattePRaCPRS AceAwardforBest‘Pivot’.
Heidi Ruggier President and Founder
Our programs are structured to drive brand awareness and growth through though ul, dedicated public rela ons. 17|August 2021|www.insightssuccess.com
Building Brands Katelyn Castellano, Senior Vice President, Marketing, Engel & Völkers – “Matte PR continues to be an ideal partner and a true extension of our brand. The team has become subject matter experts in luxury real estate and trends to support our brand needs in developing dynamic content and notable media placements that continue to drive our business forward.”
Rachael Newton, Founder, nixit – “Americas Matte PR have been a joy to work with - it has been so nice to find a company that aligns with our values so wellthis makes them fantastic advocates of our brand. Their deep connections within the Canadian media landscape and innovative ideas have directly resulted in some great press”
nixit’sCanadianlaunchsawuswinaBulldogAwardanda CPRSAceAward.TheseawardsrepresentMattePR’s commitmenttoourclientsandtoadvancingthefieldof publicrelationsthroughourcreativeandenterprising approachtoPR.
Ourclientshadmajorwinsthisyeartoo.Welaunched AfterpayinCanadainfall2020.Today,itisCanada’smost visitedandmostused‘BuyNowPayLater’.Andafterone yearofworkingwithus,nixitwasnamedoneof2021’sTop 50MostImpactfulCompaniesinCanadabyBayStreet Bull.
Heidi,pleasebriefusaboutyourprofessionaljourneyin thePRandMarketingindustry,andhowyouhave contributedtothecompany’ssuccess.
PrevioustoMattePR,IworkedatBudmanandAssociates (laterrenamedBudmanPR).ThelateNinaBudmantaught meeverythingIknowaboutPR,andI’mforevergratefulto herforherwisdomandcommitmenttomentorship.I continuetopayitforwardthroughbeingamentorwith TorontoFashionIncubator,Ryerson’sFashionZone, CanadianGay,andLesbianChamberofCommerce,and ForumforWomenEntrepreneurs.
In2016,BudmanPRbecameMattePRwithmeatthe helm.Sincetherelaunch,MattePRhastransformedits scopefromatraditionalmediarelationsshoptothefullserviceagencyitistoday.
AsidefromoursuccessinthePRrealm,oneofthethings I’mmostproudofisGlossiMag,anonlinepublicationwe launchedintandemwithMattePR.Itspurposeisto connectuswithlike-mindedpeople,byexploringideas impactingandchangingourlives,frominnovativefashion anddesignconcepts,notablearts,andcultureinitiatives,to interestingpeopleandplaces.Thecontentisambitious, imaginative,
aestheticallystunning,andatthecuttingedgeofartand culture.
Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdata,andmachinelearning hadonthePRandMarketingnichesandwhatmore couldbeexpectedinthefuture?
Automationhelpsusbemoreefficientandworksmarter, freeingupmoretimeforustocultivaterelationshipswith peopleandbuildnewrelationships.Machinelearningwill neverreplacethehumantouch,butitdoeshelpplanahead, measureresults,andfreeuptimespentonbusywork.
Whatautomationcan’tdoishelpustounderstandthe complexitiesofthehumanexperienceortrulypersonalize communication.Inthefuture,Iexpectincreaseddemand forPRexperts,especiallyasautomationcontinuesto proliferate.
ItwillbeimportanttocontinuetoengagewithPR professionalsthatareonthecuttingedgeofadaptingtothe newwaysaudiencesengagewithmediaandtechnology.
Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyoufaceandhowdidyoudrive yourcompanytosustainoperationswhileensuringthe safetyofyouremployeesatthesametime?
Thepandemicdefinitelycreateditschallengesforus, especiallyattheonset.Lookingback,Ilovewhatithas donetoourcompany’sculture,systems,andoverall mindset.Thosefirstfewmonthsforcedustorecalibrateour operations,systems,andclientmixandithasmadeus better,faster,andstronger
2020wasnotourworstyear.Infact,itturnedouttobeone ofourbest.Wewelcomednew,notableclientsandwona fewawards.I’mgratefultomyteamfortheirhustle.Our successistrulytheresultofateameffort.
Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace?
ForthosewantingtostarttheirownPRpractice,knowwhat youlikeandbechooseywithwhoyouworkwith.Always workwithproducts,services,andentrepreneursyoubelieve in.It’snotaneasycareer,butit’ssuperrewardingandyou willneverlivethesamedaytwice.
ForthoselookingtobreakintothePRindustry,seekout seniorPRpeopleandlearnasmuchasyoucan.Knowthat learningtakestime,sodoyourbestandbeeager,attentive, andconscientious.Therestwillfallintoplace.
Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?
MattePRisscalingtoexpanditsrangeoffashionservices, helpingCanadianbrandswitheverythingfrome-commerce toexport.We’realsoexpandingourrosteroftechnologydrivenbrandsplayingintheretailandrealestatespace.
Successismeasuredthroughbothgrowthandsocial objectives.Givingbacktoourlocalandglobal communitiesisnowbuiltintoourbusinessmodelandwill continuetobethatway
ING E MARTECH All you need to know! Ifyoueverhaddoubtsofyourbeingatthecentreofan existence,now’sthetimetogetitclear.
Intheworldofsales,marketing,leads,business,and growth,YOU,THECONSUMER,AREATTHECENTRE OFEXISTENCEOFANENTERPRISE!Youcouldbe consumingnexttozerobutwhatmakesyouthinkyou wouldcontinuetodosoforever?Shampoosdidn’tselllike helltilltheyweresqueezedoutofbottlesandstuffedinto smallsachets.Thesedays,it’ssaidthateventhebottomof thebarrelexistenceconsumesshampooinsomequantity!
Thatsaid,howdoyoutapintotherightbandofclientele whenyoucomeupwithanewproduct?That’swhenyou starttouseeverytoolandmeanstooptimize,sharpen(yet simplify)marketingandsaleseffortssothatyougettoyour intendedcustomersattheearliest(beforeothersdo)inthe leastpossiblepricewhileunderstandinginalltherelevant detailswhatyourcustomer’sgrouseis,andwhatthey expect.Thelast,i.e.,collectionofcustomercomplaintsand feedbackwhilepartofindividualcampaigns,continuesto beanever-endingexerciseinbrandsconsolidatingtheir positions.
Insum,theuseofeveryinitiative,tools,effortsandmeans includinginformationtechnologyanddigitalmeans
towardsthegoalofmarketingone’sproducts,servicesand experienceswhichincludesreceivingandperusing feedbackandcomments,comesunderthepurviewof MarTech.
WhyMarTech?
Everyenterprisecomesabouttoserveaninterestandearn throughit.Thisappliestoeveryindustry&consequent customerhowsoeverinelastictheproductorrelationbe.
Eveninindustrieswherecustomer-supplierrelationis writteninstone,there’salwaysthescopeofdoingthings betterwithnewerinitiativesandareas-providedsuppliers areawareofneedsandcansupply.Knowingthe what and why ofdemandcomeswithintheinformation-gathering scopeofMarTech.Thesedaysbesidesaclear understandingofwhatcustomerswant,arichexperience remainscentral.Distillingthemdownfromvariedsources ofinformationandformatistheworkofmarketing technology
Besidesbriningnewerclientsinanever-changingand evolvingscenario,MarTechincreasesthepossibilityof retainingandgrowingthesamesetofclientsfornewer productsandservices,andsometimesevenproductsthat areradicallydifferentfromtheexistingone.
FactoringincompetitionisanotherreasonbehindMarTech. Thereisn’tevenasinglesectorthatdoesn’tseecompetitionin somewayortheother.Anexampleofcompetitionacross sectorsisinthefieldoftransportation.Railwayscan’tbeatair travelintermsofspeedbutcanofferservicesincluding overnightjourneysthatcouldretainclientswiththecarrotof lowercosts.Butforthattherailwaysmightneedtoknowhow manyclientswouldconvert,atwhatpriceandwithwhat additionalservices-informationforwhichcouldcomefrom MarTech!
Customersspeak,andnotalwaysinfavourofmarketers.What itmaycallforistherightMarTechsupporttoconvertirate customersintoprofitableclients-providetheirgrouseand commentsarereceivedattherighttimeintherightformatfor therightactionattherighttime.
WhatliesatthecentreofMarTech?
AtthecentreofeveryMarTechinitiativeistheclient/ customer
Andthewaytoreachtheclient/customerisbymeansof decodingthedatathathe/she/theygenerate,beit independentlyorasaresponsetomarketer’sovertures. Whilesendingmarketing-relatedmessagesandreceiving feedbackandcommentsbeitdigital(whichthesedaysit mostlyis!),itistheuseoftechnologytocollect,storeand deploydatathat’smakingtheessentialcut.
Ofthese,storingofdatamaystillbeseenasadatedactivity butwhat’schangedistheuseoftherightsolution(software, AI,machine-learning,big-dataandwhathaveyou)intheform ofproductsincludingSalesForce,MarketoEngage,HubSport MarketingHub,CampaignMonitorthatareincreasinglybeing usedinadditiontoHyperlocalCRMstodeciphercustomer needsandeithermakechangesinproductsandservicesor providernewerproductstocustomersforabetterexperience.
HowcanMarTechbefine-tunedforbetteroutput?
MarTechcanbefine-tunedintwoways:
• First,keepincreasingthemeasureandmeanstocollect informationaboutcustomersandtheirpreferencesandwhat theyhavetosayabouttheproduct.Thesecouldsometimes alsoincludeold-worldwaysofsendinglettersandsnailmail-whichsurprisinglyisn’taffectedbyspam!Director indirect,everymeanstogetcredibleinformationshouldbe lookedupon.Becausemoretheinformation,morethe chancesoffindingnewerandbetterinsights.
• Second,andthisflowsdirectlyfromtheoutputofthe first.Usinginsightsfromsystemsthatformpartof MarTechthesedays,marketersoughttosharpentheir approach-includingsendinglesserstufftocustomersand likelyconverts.
• Investinthelatesttechnology!SAASasameanshas broughtthemightytothedoorstepsofthesmallwhich meanseveryonecanuseadvancedmeansthelikesof Salesforcetoforcetheirsalesandmarketingeffortsto becomemoreincisiveandstreamlined.Thatsaid, informationoverloadremainsapossibilitythatneedsto belookedintoinordertofilterinformationthat’s necessary
WhatcanderailMarTech?
ArtificialIntelligencealwaysfailsinthepresenceofhuman stupidity.WhileMarTechmightgivethebestofinsights andtrends,whatneedstobedoneonahumanlevelisto leveragethisinformationtocreatetherightengagements, bothonlineandoffline.Onlineaswearetooaware,this sometimesmeansanoverdoseofemailmessageswhichin timeisdeemedspamandgoesdirectlyintothetrash draggingtheentireeffortsinthatdirection.
Offlinethissometimestranslatesintoaletterboxfullof trash.Thesamealsocomestousinotherformsincluding newspaperinserts,WhatsAppmessagesandthelikes. Wouldn’titbebetteriftheentireeffortsarerelookedat,and somethingdonesothatmessagesgoONLYtothoseto whomitmatters?Thatsaid,everymeansshouldbe employedtomakecommunicationsharpintheirscopewith verylessroomforerrors.
There’salsotheissueofoverlapincommunicationthat needstobeaddressedquicklywhichhasthepotentialof irritatingacustomersomuchthathe/she/theycompletely switchoff!
Thewayforward?
MarTechisheretostayandhasthecompanyofhigh-end technologiesincludingAR,VRandMRbesidesVFX,3D andeverymeanstomakecommunicationadelight.But again,discretion,planningandartistryalwayswinsover bullheadedness.Whatmaycomeaboutisextreme customizationofmarketinginformationinthedaystocome andinawaywouldbegoodforallasitwouldhavethe abilitytocustomizecommunicationtoaverylargeextent whichwouldmeantherighteffortsfortherightoutput.
-M.Purushoutham
& Honey PR
Many of our clients already have the values and desire to begin this journey, but they don't know how to turn these values into action. As consultants, it's our job to help them on this journey.
Kirsty Leighton CEO and Founder
Publicity is absolutely critical. A
good PR story is infinitely more effective than a front-page ad." BritishbusinessmagnateRichard Branson,thefounderoftheVirgin Grouphasaptlyputtheimportanceand necessityofpublicrelationsinany business.However,justasother businesseseveryPRfirmcomeswith uniqueapproachesandofferingsthat makethemstandoutfromthe competition.
Milk&HoneyPRbasedinLondon, UKstandsoutforitspassionfor creativityandpeople-firstapproachin service.AbrainchildofKirsty Leighton,FounderandCEO,Milk& HoneyPRisknownforpavingthe pathofsuccessforitsclientswhichhas helpedthecompanyestablishitsname intopPRfirmsintheUK.
Readthefollowinginterviewwhere Kirstyshareshowherzestforcreating somethingofherownledtoMilk& HoneyPRandhowthecompanyhas thrivedsinceitsinceptionnowaiming towidenthecompany'sreachto supportthesuccessofmoreindividuals andbusinessespost-pandemic.
PleasebriefouraudienceaboutMilk &HoneyPR,itsUSPs,andhowthe companyiscurrentlypositionedasa leadingplayerinthePRand Marketingspace.
IfoundedMilk&HoneyPRin2017to createalandofopportunitywherePR isdonedifferently.Here,westartwith people,notnumbers.Passionand creativityareprized,andwealwaysgo theextramileforourclients.
Inpractice,thislookslikearangeof things.In2019,wesetourselvesapart bybecomingoneofthefirstfivePR
agenciestoearnBCorpstatus-a celebrationofcompaniesoperatingto thehighestenvironmentalandsocial standards.Lastyearweearned accreditationto Investors in People, puttingusinthetoptwopercentof companies.
Weseethesethingsasthebaseline,not thegoldstandard.Webringthis dedicationtoourclientsandachieve industryrecognitionforover90 percentofthosewhowe'veworked withforoverayear.
Whatotherservicesdoesyour companyoffer,andhowarethese makinganimpactontheindustry andyourclients?
Alongwithouraward-winningPR services,ourteamalsobringsan award-winningelementtoourdigital campaigns.Recently,wewere shortlistedforthe'BestUseofContent MarketinginaCampaign'awardfrom thePRCADigitalAwards,reflecting ourteam'sconstantcommitmentto bringingthebestvaluetoourclients. WeknowthatPRisnotavacuum,so wedon'tjustworktogetresultsforour
clients,butwechangethewider industryaswell.Withthisinmind,we havecommittedtoreachingouttoour formerschools,workingwithinnercitygroups,diversitycharities,and startingourwebinarseries.Allofthis istoreach250diverseindividualsand supporttheirsuccessinPRby2025.
Briefusaboutyourjourneyinthe PRandMarketingindustry,and howyouhavecontributedtothe company'ssuccess.
BeforefoundingMilk&HoneyPR,I wasanMDatHudsonSandler.Their clientlistwasenviableandmytimeat theagencywasextremelyexciting,but secretlyIyearnedtodosomethingon myterms.That'swhyIstartedMilk& HoneyPR.Iwantedtocreatealand opportunitywherepeoplecomefirst, andourclientsarecelebrated.With thismindset,theagencyhasgrown fromoneto31internationallyinjust fouryears.
We'vemanagedthisgrowthby involvingallofourteaminashared goal.Aftertwoyears,everyoneis eligibletobecomeaco-owner,giving
themastakeinthewaythebusinessis run.Butwealsoinvestbackinour team.
In2020,wegainedaccreditationto InvestorsinPeople,puttingMilk& HoneyPRinthetop1.5%of businessesintheUK.Itisbecauseof thisthatwehavemanagedtocreatean atmospherewhereourteamcangrow andthrivetogether.
Beinganexperiencedleader,share withusyouropiniononwhatimpact havetheadoptionofmodern technologiessuchasAI,bigdata, andmachinelearninghadonthePR andMarketingnichesandwhat morecouldbeexpectedinthe future?
Overthelastyear,wehaveseena massiveimpacttechnologyhashadon
ourindustry.Thoseofuswhohave beenabletohandlethetransferto remoteworkinghasbeenabletothrive inthepandemic.Butwhat'smost impressiveishowthishasimpacted globalclientrelationships.Remote workersaren'tadd-onsanymoreand clientrelationshipshavebecomemuch easieronaglobalbasis.
Withfuturetechnology,Icanonly expectthistrendtocontinue.The physicaldistancebetweenusandour clientsmaynotclose,butcloser communication,betterconference software,videonetworking,anddata sharingwillallpowertheindustry forward.
Takingintoconsiderationthe currentpandemic,whatinitial challengesdidyoufaceandhowdid youdriveyourcompanytosustain
operationswhileensuringthesafety ofyouremployeesatthesametime?
Wehavemanagedtonotonlysurvive inthepandemicbutalsothrive.Thisis becauseweputourpeoplefirst.Atthe beginningofthefirstlockdown,we institutedgrantstopurchase17pieces offurnituretobuildhomeoffices acrossthecountry.Weknewwewere inthisforthelongrun,andourteam neededtobeascomfortableaspossible intheirnewhomeoffices.From ergonomicchairsanddeskstonew computers,wemadesuretheyhad whattheyneeded.
Thedifficultyforus,likemost agencies,waskeepingasenseof communitygoing.Wedidn'twant anyonefeelingisolatedinlockdown, sowedoubledourteams'connections, beganamonthlybookclub,started
morningyogasessions,andeven hostedaMilk&Honeygameshowor twotoraisemoneyforourcharity partner
Whatwouldbeyouradviceto buddingentrepreneurswhoaspireto ventureintothePRandMarketing space?
Nooneknowseverythingwhenthey firststartinPR,andnooneexpects youto.Spendasmuchtimeasyoucan withseniorPRsandthinkaboutwhat youwanttolearnfromeachaccount thatyou'reon,howyoucangetthere, andwhocanhelpyou.
Mostimportantly,comewiththeright attitude.Peoplerelatedtopeople. Showingthatyou'rekeen,capable,and readytogetstuckinwillgetyouat leasthalfwaytowhereyouneedtobe.
Howdoyouenvisionscalingyour company'soperationsandofferings in2021?
In2021,welaunchedournewpurpose offer Themodelwillbeledbyour ownFionaGildeaandwillworkwith ourestablishedPurposeAcademy. Reachingouttheoffertoourcurrent retainerclientsfirst,wewillencourage andfacilitatethemtorewiretheir businessmodeltocombinesustainable growthandapurposeagenda.
Manyofourclientsalreadyhavethe valuesanddesiretobeginthisjourney, buttheydon'tknowhowtoturnthese valuesintoaction.Asconsultants,it's ourjobtohelpthemonthisjourney
Brigitte Foisy President
Debora Marques Vice President
Acompanyneedstobuildstrongrelationswithits customersandotheraudiencesintoday’sageand time.Thishelpsthemtomakeamarkinthe industryandestablishthemselvesinthecompetition.Their primemotiveistobecomerelevantintheindustryandto enhancetheirpopularityinthemarket.
Bybuildingasolidrapportinthemarket,companieswant tomarchaheadtowardsthepeakofexcellence. Accordingly,theyrequiretheassistanceofdedicatedpublic relations(PR)andmarketingagencies,whichhelppromote themselvesandtheirservices.
TheserenownedPRandmarketingagenciesleavenostone unturnedtopromotetheirclientsandbringthemtothe spotlight.Theyenhancebusinesses’profitandsuccessratio whiledevelopingmutualunderstandingorpositioningthem amongtheaudience.Thesecompaniescreatepositive perceptionsandpredispositionsamongthetargetaudience fortheirclients.
OnesuchnoteworthycompanymakingwavesinthePR andmarketingspaceisnoneotherthanThePR DepartmentInc.Itisaone-stopshopthatharnessesthe powerofseniorcreatives,alongwith18years’worthof experienceindesigningandimplementingarangeoffull service,360°Marketing-communicationsstrategies,and award-winningbrandactivations.
Fueledbyanundyingneedtogobeyonditsclients’bottom line,theideabrokersandproblem-solversteamtogetherto forgestrategicandcreativeplansthatwillexceedthe clients’marketingandbusinessobjectives.Thecompany booststraffic,smashesbottomlines,andgetsbrands
The PR Department Inc. Empowering Companies through A Commitment to Excellence
noticed.Itbelievesinturningfledglingbrandsinto superstars.
InaninterviewwithInsightsSuccess,theleadershipteam atThePRDepartmentInc.sharesaboutthecompany’s inception,itsjourney,thevariousservicesitprovides,and itsfutureplans.
Followingarethehighlightsoftheinterview:
Pleasebriefouraudienceaboutyourcompany,itsUSPs, andhowitiscurrentlypositionedasaleadingplayerin thePRandMarketingspace.
Foundedin2002,ThePRDepartmentisanewer,fresher, moreforward-thinkingagency Aone-stop-shopthat harnessesthepowerofseniorcreativesfuelledbyan undyingneedtogobeyondthebottomlinesofourclients.
Wefeelwhatmakesusdifferentisnotonlyouringenuity, high-qualityanddoggeddedicationbutourbeliefthat businessISpersonal.Wedon’tbelieveinthetraditional definitionof“agency”.Infact,wetreatourclients’ businessesasthoughtheywereourown,andweknow that’sbeenthekeytooursuccess.
Wedon’tbillperhourbecauseourclientsdon’tcounttheir time.Itisaboutdeliveringresults,workingwithourclients asoneteam,inalltransparency,toexceedtheirbusiness andmarketingobjectivesandbeingcommittedtomakinga difference.Thisbusinessisourpurpose,notourwork!
AsoneofCanada’smostawardedboutiqueMarcom agencies(we’vereceivedmorethan20nationaland internationalawardsinthelastfouryears)withahistory rootedindrivingresultsforsomeofthebiggestfoodand lifestylebrandsontheplanet,ThePRDepartmentis nationallyrenownedasthechampionofleadingbrands (andthosewhowanttobe).Ourapproachisreflectedinthe
unique“bigagency”experienceweprovideeachandevery oneofourclientsandresultsthatcomewithoutthe“big agency”pricetag.
Whatotherservicesdoesyourcompanyoffer,andhow aretheseimpactingtheindustryandyourclients? Initially,ThePRDepartmentwasonlyaboutthat–PR… butthankstoclientswhobelievedinusandcontinuedto seekmoreandmoreservices,wegrewtobeaone-stopshopmarketing-communicationsfirm.
Ourteamofideabrokersandproblem-solverscomes togethertoforgestrategicandcreativeplansthat’llexceed ourclients’marketingandbusinessobjectivesarmedwith anarrayofMarcomservicesofferedinbothofficial languagesaswellasPortuguese,Greek,andItalian.We boosttraffic,smashbottomlines,andgetbrandsnoticed; it’saboutturningfledglingbrandsintosuperstars.
Ourservicesincludeeverythingfromstrategicthinkingand counseltomediatraining,socialmediamanagement, contentcreation,digitalads,andevenAR/VRforbrand activations.Ifwedon’tdoit,wewillfindsomeonewho can!
Throughtheyears,wefounda“recipeforsuccess”for retailgoods,withmostofourcampaignresultingindoubledigitgrowth.Webuild360°campaignsthatincorporateas manytacticsfromthemarketingmixaspossible.
This,toensuretoeffectivelyreachthetargetconsumer throughmultiplechannels(media,advertising,social, influencers)asmanytimesaspossible,mixingearned,paid andowedstrategiesandtacticsbasedonthebudget available.
Byreachingconsumersthroughseveraldifferentplatforms simultaneously,webuildstrongawareness,strengthenthe message,andinfluencethedecision-makingprocess.
Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdata,andmachinelearning hadonthePR,andMarketingnichesandwhatmore couldbeexpectedinthefuture?
We’resuccessenablers,apassionatehubofbigideaninjas thatcraftspowerful,influential,results-drivenmarketing communicationssolutionsforsomeofthecountry’sandthe world’sbiggestbrands.
Tocrafttheseplans,achieveourgoals,keepourclients competitive,andsuccessfullypromoteandsellproductsor services(whileprovidingclientswithastellarROI),what wedoneedstobemeasurable.Weneedtorelyondataand technology–notourgutsorexperience!
Consumersarespeaking,andit’sourjobasmarketersto listen.Withoutdata,brands(andtheiragencies)aredeaf, aimlesslymakingdecisionsandspendingmoneylikeafiveyear-oldatacandystore.
Bigdataenablesustoknowourcustomers,make enlighteneddecisions,whetheritistoimprovecustomer loyalty,engagement,optimizetheperformanceofour initiativesorimprovecustomeracquisition.Itisbusiness intelligence,anindispensabletoolthatprovidestimeand costsavingswhileoptimizingmarketingperformance!
It’salwaysbeenthere,butnowthere’smoreofit!Arecent articleinForbesmentionedthatby2025,morethan150 trilliongigabytesofdatawouldneedanalysis.Forus marketers,thatmeansthatastimegoeson,wewillneed moreadvancedtoolstoanalyzeandstoredataanduseitin atimelymannerinordertohaveacompetitiveadvantagein themarket.
Whenitcomestonewtechnologies,westayattheforefront ofthetrends.WehavebeenofferingARandVRforbrand activationsandcampaignssince2017. Thoughitisstill costlytoproduce,webelievethesetechnologies,whenused well,canhelpcutthroughtheclutter.
Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyouface,andhowdidyoudrive yourcompanytosustainoperationswhileensuringthe safetyofyouremployeesatthesametime? We’reveryblessedtohavecloserelationshipswithour clients.Somehavebeenwithusforover18ofour19years ofexistence!Infact,manyoftheservicesweoffertoday arebecauseoftheirneeds. Withanaverageofsevenyears, ourclientscontinuetotrustus,yearafteryear,tobuildon thefoundationsthatwehaveset.Thoughthepandemichas changedmostofourclients’plans,we’vebeenabletopivot andadaptourstrategiesquicklytothenewrealityof reachingconsumersathome.
InNovember,weclosedourofficeinthewestendof Torontoandshiftedtoworkingremotely.Itprovedtobea greatdecision!Witheverychange,there’scertainlyaperiod ofadaptationandchallengestoovercome,butwe’reina goodplacerightnow
Equippedwithnewtechnologiestoconnecttheteam(who workssimultaneouslyinfourdifferentcountriesand6 cities!),everymemberofourteamnowoffersowner-like dedicationastheyareallpartofanewprofit-sharingplan.
Theymanagetheirownschedulesandareresponsiblefor theperformanceoftheirownpartofeverymandate.It’s aboutnotonlymaking“ourdreamscometrue”buttheirsas well.
We’regrowingandcontinuouslylookingforstellar individualstojoinourteam.
Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace? Takethetimetolearnandgainexperienceunderyourbelt. Whatwelearninschoolisagreatfoundationtobuildupon butultimately,creatingmarketing-communicationsplans, counsellingclients,andcrisismanagementareonlyafew ofthemanytacticsthatrequireexperience.Though workingwith“bigfirms”mightbeglamourousbecause you’llworkwithbig-namebrands,webelievethere’s nothinglikegainingyourexperiencefromsmallboutique firms.You’llgettoexperienceawiderrangeofwork quickerthaninalargefirm.
Don’tundervalueyourwork.Theoldadage“yougetwhat youpayfor”resonateswithmostclients.Earlyon,someone toldus,“Ifit’sfree,it’sworthnothing.”Youcanchargeless thanalargeragencyasafreelancerbecauseyoudon’thave anyoverheadbutdon’tundersellyourservicestothepoint thataclientwilldoubtyoureffectiveness.
Buildrelationships!Don’tburnbridges.It’sasmallworld outthere–especiallyinCanada.Thejuniorpersontoday couldbeyourclienttomorrow Theinternatapublication couldbetheeditoryou’llneedtopitchinfiveyears.
Youcandoanything,butyoucan’tdoeverything!Hire helpwhereyouneeditmost–tocounterbalanceyour weaknesses! Ourfirsthirewasabookkeeper!Focuson sellingandimplementing.Leavetheresttoprosthatwill helpyoushine!Theysayifyou’rethesmartestpersonin theroom,you’reinthewrongroom,andit’strue.Your businesswillgrowbyaddingpeopleyoucanlookupto! Ourteamknocksoursocksoffeveryday!
Don’tbeafraidtopartnerwithothers.Westartedour businessasfreelancerstoQuebecagenciesthatwantedto implementinEnglishCanadaandthoseinOntariothat wantedtoreachmediainQuebec.Thosepartnershipswith agencieswereourmainsourcesofincomeforoverfive
years,andwestillpartnerwithmanytocomplementour mutualserviceoffering.
Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?
Wehavebeenworkingonanewbusinessforthepastthree years.Wesawaneedinthemarketforbothagenciesand smallbrands,andwe’rethrilledtohavehadtheopportunity tocreateaservicethatwillenablebothtocommunicate withthemediainaneasierandmorecost-efficientway. ThisnewservicewillbelaunchinginQ1of2022.
AsforThePRDepartment,we’reboutique,andweintend tostaythatway Whilewefocusondoingwhatwedobest, we’realwaysgrowingandlisteningtoourclientstoserve thembetter.We’veaddedteammemberswithspecific expertisetoprovideclientswithadditionalwaystoreach theiraudience,sowe’realsofocusingonexpandingour serviceoffering.
ExceptionalLeaders Asarespectedmarketingandcommunicationsprofessional withover20yearsofsolidexperience,BrigitteFoisyisa trueQuebecker—passionatetothecore!Aftereightyearsin theagency,herdesirewastopartnerwithclientstoprovide smart,creative,andcost-effectivecommunications solutions,expertcounsel,superiorexecution,andobjectivedrivenresults.
Sheenjoysbeingpartofherpartners’successesand commitshertimeanddedicationtohelp‘clients’taketheir businesstoanotherlevel.Thatiswhybeingthe‘outside’ counselwasneversatisfying,andwhyshecreatedThePR Department,itisallaboutbeinganintegralpartofyour team.
DeboraMarquesmovedfromBraziltoTorontoin2010 andjoinedThePRDepartmentasabilingualconsultant shortlyafter.Thankstoherstrongwillingnesstolearn, unwaveringdedication,passionandhardwork,Debora quicklybecameaninvaluableassettothefirm.
DeborabecameapartnerofThePRDepartmentinAugust 2016,followingthestaggeringsuccessofatwo-year activationwithFrenchbrandMaille(Unilever).AsVice President,Deboraoverseesmediarelations,influencer programsandsocialmedia. Underhersupervision,theresultsofmediarelationsand socialmediamandatesoftheagencyhaveseensignificant growth,andtheteamhasenjoyedaninfluxofexperiential marketingmandates.
Overthepastfouryears,theagencyhasbeenawardedover 20nationalandinternationalawards,makingthefirmone ofCanada’smostawardedboutiqueagencies.
ExhibitingTrueExcellence Ÿ “WeareextremelypleasedwiththePRDepartment.PR isoneofourcompany’sbiggestsuccessstoriesin termsofdrivingawarenesstoourproductsfromthe veryfirststrategicmeeting;theywereableto understandwhowewereandwhatourneedswere. Theylistenedandwereinsightfulinkeepingour objectivesinmind.It’sapleasuretoworkwithateam thatconstantlyputsforththeextraeffortandreally caresabouttheirclients.”–TazeemMakenKarmali, Ex-MarketingDirectorT-falCanada
Ÿ “TheoutstandingworkdonebythePRDepartmenthas beeninstrumentaltothesuccessofGEOXinCanada. Theteamisconstantlycomingupwithinnovativenew waystogeneratevisibilityandhavedemonstrateda deepunderstandingofourbrandandthemarket.Itis raretofindsuchdedicatedandpassionate professionals,andevenrarertofindanagencythat implementsstrategiesseamlesslyinbothEnglishand FrenchCanada.”–GinoStinziani,Ex-Presidentof GEOXCanada
Ÿ
“Wewereimpressedbythequalityofexecutionofour eventstrategy ThePRdepartmentteamhas successfullydeployedanationaltourandpromotedthe Maillebrandthroughvariousfestivals.Mediacoverage surpassedourexpectations.Adevotedandpassionate team.”–Marie-EveBrunet,IDFoodsCorporation.
Ÿ “FewaretunedintotrendsliketheteamatThePR Department,andevenfewercanrallysuchagreat calibreofindividualswithsuchastrongnetwork, dedicationandprofessionalism.Alwaysaheadofthe gameishowIwoulddescribethem.”–Harry Lalousis,Unilever
Ÿ “ThisisBARNONEthebestpublicitywehaveever gotten–bestintegrated,bestexecuted,mostclever, mostcreative,moststretchingofourfeeblebudget–andjustdownrightfunandfast-paced.You’rethe bomb!”–AnGeLMinistriesUSA
ways how MARKETING DIGITAL is taking over Theworldofmarketingisincreasinglygoingthe digitalway.Infact,inmarketing,thereseemstobe increasinglylittlethatcanbedonewithout digitization.
Beitfromgettingclientdetails,onboardingclients, understandingtheirneeds,providingservicesandproducts togettingfeedback,there’snothinginwhichdigitization hasn’tmadeitspresencefelt.Insomecases,forinstancein thecollateralsandvisuals,itcouldONLYbedigitization.
Theobviousquestionthatcomestomindis:Whyis digitizationgettingincreasingprominenceinmarketing?
Thereareinfactquiteafewvalidreasonsforsame including:
• Accuracy!Nothingcanbeatthesharpnessand incisivenessofdigitalinformation!Beitaboutthe product,customerneeds,theeffectsofacampaignorany othermatter(relatedorotherwisetomarketing),there’s nothingclosetodigitizationwhenitcomestoaccuracy ofinformation.Andaccuracyofthedigitalkindonly leadstosharperdecisionsandoutcomes.
• Speedofoutput!Thingsmovedigitallyatthespeedof light!Thatbeingtheorder,thingshappenfastwhenthey
godigitalwhichincludesanactivityasimportantas marketing.Goingdigital,everyelementofmarketingbe itplanningcampaigns,registeringitsresults,changing objectivesetcbecomeimmenselyfastwhichaffects everythingdownthelineincludingproduct/servicesand logistics.
• Changes!Therewasatimewhenanychangesinan existingmarketingcampaigncouldtakedaystoreflecta newunderstand.Insomecases,intheabsenceofthe rightinformationnochangesweredoneduringthe continuanceofacampaignwhichcouldleadtoresults verydifferentfromexpectations.
• Costs!Goingdigital,forthekindofoutputandspeedit promises,thepriceonepaysturnsouttobepeanuts. Nothinginthepastcouldeverpromisethisscenariowith suchcertainty!
• Informationstorage!Theworldtodaystores informationfar,farinexcessofwhattookplaceatany pointinthepast.Andtheonlyreasonit’spossibleisdue todigitizationofinformationintodatawhichcanbe storeswithaccuracyandease.
• Availability!Tryimaginingthefilesandfoldersthatwas
thenormofstoringinformationinthepast.Tryhavingto takeinformationfromsomefileinsomecupboardinsome location.Locatinganeedleinahaystackcouldbeeasier thanthat.Much,mucheasierthaneitherislocating informationstoreddigitally.Forthoseusingcomputers,try doingthesameactivitywithoutamachinetounderstandthe worthofgoingdigital!
Andnowtothemainquestionposedbythisarticle.Ways howdigitalmarketingistakingover!
• It’sconvertingeverythingintodata,thenewGod!
Ifdigitalmarketingcouldbeequatedtoadog,itwouldget thesmellandbiteonlyonething.Data!Nothingelsewould matter Andthat’spreciselywhatdigitalmarketingisdoing toinformation.It’sdigitizingeverything,beitthe campaign,itsgraphics,itslanguage,itslooksandfeel,why eventhefinalresultsareconvertedtonumbers.Andhow doesithelp?Ithelpscomprehend,compareandcorrect. Anddothatwithunheard-ofspeeds.Worldwide,digital marketingisconvertingeverythingfrominitialobjectiveto finaloutcomeintodata.
• Digitalmarketingcampaignsareincreasinglygetting focussedwiththerightkindofinformationaboutusers
Goingdigitalbeingasynonymofgoingaccurate,digital marketingcampaignswhicharetoday24x7aregoingout gunsblazingtogetaccurateinformationoncustomerneeds, ideasandobjectivessothattherightproductisprovidedat therighttimeattherightprice.Andofcourse,withthe rightexperiences.Withnotwocustomerseverbeing exactlyalike,digitizationhelpsmapneedsaccuratelyfor therightresults.
• Digitalmarketingtrackstheusersonpracticallyan everydaybasisbeitusingsmartphones,heat-mapsorvoiceactivateddevicesbesidesNLPandtherest Withthebackingoftheinternet,digitalmarketingcantrack practicallyeverymoveofauseracrossmediums,platforms andgadgetsusingavarietyofmeansincludingheat-maps, keystrokes,NLPandvoice-activations.Suchunobtrusive datacollectionandcollationcouldnothavebeenpossible withoutdigitization.Inthenon-digitisedmode,itcouldn’t everhavegonebeyondactivelyaskingforinformation. Withdigitization,practicallyeveryactivityofanaudience canbetappedfordataonmarketingandoutcomes.
• Bots,thedarlingsofthedigitalworld,isthenewhelper beitthemomentyouencounterissueswithproducts,online informationandmanymore
Digitalmarketing,giventhebackingofdata-deciphering machineslikeAIandMachineLearningcanemployany numberofmeanstohelpcustomerslikeneverbefore.An Elexa,Siriandtherestoftheclanoreventheubiquitous chat-botonwebsitesisafactorofdigitizationthatletsit activityassistcustomersbothinthecyberworldorthereal one.Goingforward,digitalmarketingwouldtakewithinits ambitthelikesofrobotsofeverykindwhichcouldrecord themostintimateobservationsandreactionsofcustomers toprovideevenmoreaccurateservices.
• Customerfeedbackisevenmoreexpensivethangoldto refineengagement
What’smostimportantinthescenarioofbusinesssurvival? Handsdown,itwouldbejustonething.Understanding customerneedsandkeepingthemperenniallysatisfied. Whileobservingandgettinginformationthroughmeans includingNLP,bots,heatmapsandthelikes,there’snothing quitelikedirectfeedbackfromacustomeronissuesthey latterconsiderspertinent,important,andverypersonal.
Oneofthebestwaystoeasetheprocessofreceivingand actioningcustomerfeedbackintheworldofmarketingis bygoingdigitalintherightplaces.Formfillingona website,aWhatsAppnumbertoregistercomplaintsand feedback,arecordedmessageoverAlexaorSiri,anemail etcaresomeofthemostusedandunderstoodofmeansto receive,recordandactioncustomerfeedback.Imagineif thiswasn’tthecase!
Thecustomerwouldhavetocallnumbers,sendfeedback bysnail-mail,anddoeverythingwhichwouldhavewasted thelatter’sefforts.Andwhatiftheletterwaslostorthecall notactionedasexpected?Wasteitwouldbe.Nowtry comparingthescenariowiththatexistingtodayorlikelyto improvetomorrow!
-M.Purushoutham
Yulu PR Powerful Storytelling, Purposeful Outreach, Profound Impact Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.” – Sir Richard Branson.
Asacorporateentity,foryourmessagetoreachthe rightaudienceandmakeanimpact,youmustbe au fait withthemediumsthatcanhelpyouachieve therightoutreach.Oneofthemosteffectivemediums—as theaboveadagesuggests—isPR.
Withthisessentialityinmind,thisedition,the10Most DisruptivePRandMarketingAgencies,bringsthespotlight oninnovativeandimpactfulPRagenciesacrosstheworld. OneprominentnameamongsuchagenciesisYuluPR,an award-winningPR&impactrelationsagencywitha missiontochampionsocialinnovationbysharingstories thatmatter.
Inthefollowinginterview,MelissaOrozco,theFounder, CEOandChiefImpactStrategistsharesvaluableinsights intotheagency’sjourneysofar,thechallengesitcame across,andhervisionforYulu’sfutureendeavors.
Pleasebriefouraudienceaboutyourcompany,itsUSPs, andhowthecompanyiscurrentlypositionedasa leadingplayerinthePRandMarketingspace.
Yuluisasocialandenvironmentalimpactcommunications firmthatwasfoundedontheprincipleofleadingwith impact,totellstoriesthatmatter.Wewerethefirst communicationsfirmnationallytobecomecertifiedBCorp, andlastyear,wewereamongtheinaugural30impactdrivenorganizationsinrollingoutBritishColumbia’s newlyenacted“BenefitCompany”legislation.
Yuluworksexclusivelywithbrandsandorganizationsthat areinterestedinleveragingtheirplatformandinfluenceto drivepositivechange.Tohonorthispolicy,wehaveastrict client-vettingprocess,whichresultsintheagencyturning awayabout80percentofthenewbusinessopportunities thatcomeinourdoor Whenbuildingpurpose-lead strategies,it’scriticaltoensurewehaveaccessand completebuy-infromtheleadershipteam.
Whatotherservicesdoyouoffer,andhowarethese makinganimpactontheindustryandyourclients?
Yulu’sprocessalwaysbeginswithacomprehensive assessmentwhereweexplorehowtheclientisalready creatingapositiveimpactwithinthecommunitiesthatthey serve.Yulufollowsthisprocessbydivingintotheissues thatareimpactingourclients’targetaudiencegroup(s)to determinehowthebrandororganizationcanaddthe greatestvalueandimpact.
AtYuluwealsooffertraditionalPRservicesaround strategiccommunicationsplanningandexecution,however allcommunicationeffortsmustladderuptotheoverall brandpurpose.Inthelast10years,I’vehadtheopportunity toworkcloselywithc-suiteexecutivesandtheheadsof innovationandsustainabilitydepartmentstoco-designCSR andimpactstrategiesandconsultonscalingimpacttonew markets.WithmyteamatYulu,I’veconsultedforglobal brandsincludingAudible,ALDO,TheBodyShop,Red Bull,andUNICEF.
Melissa Orozco Founder, CEO and Chief Impact Strategist
Melissa,pleasebriefusaboutyourjourneyinthePR andMarketingindustry,andhowyouhavecontributed towardsYulu’ssuccess.
Ididmyfirstpurpose-ledinternshipwhileenrolledinthe mediastudiesprogramatHunterCollegeinNYC,planning afundraisinggalaforVH1calledSaveTheMusic.This gavemeaglimpseintohowPRcouldbeleveragedfor somethingmeaningful,butwhenIstartedYulu,things lookeddifferentthantheydonow.Backthen,Irecognized theconsumerappetitetosupportbrandsthatwerebuilton transparencyandauthenticity,but“socialimpact”wasstill consideredaspirationalandquestionableforthebottom line.
Someofthefirstimpact-ledPRcampaignswedidwerefor nonprofitsandsocialenterprises,includingWorldHousing andFuckCancer,anditfueledmydesiretodomore.In 2014undermyguidance,Yuludevelopedanewindustry disciplineofPRcalled“impactrelations”,apracticethat leveragesthetoolsofcommunicationstoinfluence attitudes,policies,internalsystems,andhumanbehaviors, toaddresssomeoftheworld’smostcomplexchallenges.
Oneyearlater,wecommittedtoaportfolioof100percent cause-basedclients.Ourcommitmentpaidoff,aslaterthat yearYulubecamethefirstPRagencynationallytobecome acertifiedBCorporationandwasrecognizedbyPRDaily asNorthAmerica’sTopPRAgencyforCorporateSocial Responsibility
Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdataandmachinelearning hadonthePRandMarketingnichesandwhatmore couldbeexpectedinthefuture?
AtYuluwehavetheprivilegeofworkingwithcompanies onthecuttingedgeoftechnology,particularlyintheclean energy,newinfrastructure,andagriculture,wherebright mindsareusinginnovativetechnologytofighttheclimate crisis.
Ascommunicators,it’sourjobtomakeadvanced technologyeasilydigestibleandunderstandabletobothkey stakeholders,andtheaverageconsumer,soourclientscan continuetomakeapositiveimpactintheworld. Aswelookahead,PRandmarketingprofessionalshavean opportunitytoplayacriticalroleineducatingthepublicon
revolutionarytechnologythatwillbenecessarytoour futureasaplanet.
Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyoufaceandhowdidyoudrive yourcompanytosustainoperationswhileensuring safetyofyouremployeesatthesametime?
Likemostcompanies,duringthepandemicwehadtoshift toavirtualofficeenvironment.Ascommunicatorsby profession,weknewitwouldbechallengingtoshiftaway fromface-to-facecontact.Throughoutthelastyearwe’ve madeaconcertedefforttoensureouremployeeswereable tomaintainaconnectedworkplaceculturethatenabled productivity
Weofferedflexibleworkingschedulesforouremployees balancingthechallengesofcaregivingduringthepandemic, offered“homeofficestipends”toensureallteammembers areequippedwithacomfortableworkingenvironment,and scheduledvirtualcheck-insandtouchpointsthroughoutthe weekthatallowedtheopportunityforthosefeelingisolated tomaintainsomesenseofsocialnormalcy–forexample, mid-week“coffeebreaks,”virtualhappyhours,exercise classes,professionaldevelopmentopportunities,and variousSlackchannelsforteammemberstoshare everythingfromgoodnewsaroundtheglobe,book& movierecommendations,andevenpostpicturesoftheir pets.
Wealsoensuredourteamhadaccesstothementalhealth resourcesavailabletothemthroughourextendedbenefits coverage.Ithasbeenimportanttoustomaintainteam morale,whilealsoaddressingpertinentdetailsandrealities forwhat’saheadandwhatourteammemberscananticipate (withoutspeculation)asthepandemicunfolds.
Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace?
Ialwaysadvisebuddingentrepreneurstofindonething theycandobetterthananythingelseandhonetheirskills andfocustobecomeaspecialistinthatfield.Theworldhas enoughgeneralists–seekwaysyoucanauthenticallyshine andcreateimpactwithinyourindustry
ThebestpieceofadviceIeverreceivedwastoshootforthe moonandsticktomyvalues.AdviceIhaveforothers lookingforacareerinimpactrelationsistounderstandthat
Yulu works exclusively with brands and organizations that are interested in leveraging their platform and influence to drive positive change.
communicationisapowerfultoolthatcanbeusedasa forceforgood.
Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?
Aswecontinuetoscaletheideologyandpracticeofimpact relationsthroughouragencyworkandthroughtheGlobal ImpactRelationsNetwork,Yuluisapplyingtheseallyship valuestoexpanduponourserviceoffering.ThisFall,Yulu islaunchingourExpertPartnerNetwork(EPN)tomeetthe growingneedsofourclientswhileaddressingglobalissues.
TheEPNwillbecomprisedofleaderswithdeepskillsand expertiseacrossspecialtyservices,industrysectors,and relevantissueareas.ServicesofferedthroughYulu’sExpert PartnerNetworkwillincludeimpactconsulting,brand purposeplanning,publicpolicy,andimpactmeasurement andassessmenttonameafew.
Industryexpertsinfieldssuchasrenewableenergy, agricultureandforestry,impactinvesting,healthcare, housing,andeducation,willjoinusinbuildingimpactful strategiestoaddressissueareassuchasaccessibility,DEI, environmentaljustice,humanrights,publichealth, consumption,waste,andclimatechange,forexample.For readerswhoareinterestedinlearninghowtogetinvolved, pleasevisitwww.yulupr.com/EPN.
