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Liverpool-law firm boosts property team

Posted on by Claire Stephenson

Gregory Abrams Davidson, which has offices in Liverpool and London, has added new property experts in its residential property department, boosting the headcount in the firm’s real estate division. 

The firm, which recently opened an office on the Wirral in West Kirby, has made the appointments following increased demand for property services from residential and commercial clients.  

Tracey Quirk joins the firm’s Mathew Street office as a consultant solicitor with over 20 years of experience. She joined the firm from MSB Solicitors, where she was head of residential conveyancing, and was recruited to advise on auction enquiries and transactions and bridging finance transactions while also dealing with complex deals such as Islamic mortgages and general conveyancing work.

She said: “I’ve joined a dynamic firm with a dedicated and professional team committed to delivering outstanding service to clients in the residential property market. The firm has a fantastic reputation for providing clear legal advice, personalised and tailored to specific requirements, attracting more property clients.”

Emma Clayburn, solicitor, will be based at the firm’s recently opened Wirral office and has 20 years of experience. She joined RMNJ Solicitors, where she was a partner and specialised in residential property, often dealing with complex conveyancing matters. 

Emma added: “I’m looking forward to working with a team dedicated to providing the highest quality legal services, and I’m looking forward to working with the wider team while helping them to grow the new Wirral office’s footprint.”

Craig Passey, property executive, will be based in the firm’s Penny Lane office and has over 15 years of experience in residential property and joins from Vanquish Law. The final new member of the team is Stephanie Thomas, a trainee solicitor assisting the broader 13-strong real estate division. She will also be based at the firm’s Penny Lane office. 

Gregory Abrams, CEO of Gregory Abrams Davidson, welcomed the quartet. He said. ‘While the property market is facing challenges, we are still experiencing demand for property services, and it’s excellent to welcome new talent to our team. I’m sure they will deliver the outstanding legal advice we’ve cultivated a reputation for. 

‘We have seen an increase in investors coming into Liverpool, which is a testament to the city’s economy and buoyancy. The buy-to-let market is witnessing increased activity with several large developments coming on stream, and of course, people still want to own their own home.”

The property division of Gregory Abrams Davidson Solicitors provides tailored legal advice for clients buying or selling commercial or domestic property, remortgaging, transferring equity, extending leases, tenancy agreements, probate sales, right to buy from a landlord and property acquisitions and auction sales.

Burton Roofing invests in larger Irvine branch to boost service and range 

Posted on by Claire Stephenson

Burton Roofing Merchants has relocated and invested in a more extensive Irvine branch to enhance its product range and service offering in Ayrshire and the wider East Scotland.

The new branch, which also carries the latest energy-efficient green technologies to help reduce its carbon footprint, sees over £200,000 invested to more than quadruple capacity from 18,400 sq. ft. to 80,358 sq. ft. compared to the previous branch. 

The additional space means more product lines will be stocked to facilitate increased demand, particularly for solar and flat-roof products, and is the largest branch that the company has opened this year.

The new Burton Roofing Merchants branch on Auchengate Business Park replaces the former Rinus branch, which Burton Roofing Merchants acquired in 2021 and was located at Mackintosh Place. The company aims for the expansion to lead to additional jobs within the year. 

Jon Smith, operations director at Burton Roofing, commented on the investment. He said, ‘As a business, we have a purpose centred around helping customers enhance their businesses. The enlarged branch will help us deliver our promise by giving access to innovative roofing products combined with our Irvine team’s expert and friendly service. 

Branch manager Jim Finnegan added, ‘Customers that have already been to the new branch have been impressed with the product range, and it will help cement our ambition to be a centre of excellence in new roofing technologies and products. 

“The enlarged branch allows us to host training events and workshops to ensure our customers have access to expertise that will also help them in their work. It really is a game-changer for us.” 

Burton Roofing Group, which trades under the Burton Roofing Merchants, Rinus Roofing Supplies and Discount Roofing and Building Supplies, operates 38 branches across the UK and employs 450 people. 

The Group’s annual turnover is approximately £170 million, and it is part of the multinational Cupa Group, which comprises 75 businesses with subsidiaries in nine countries and 25 quarries.

ESG: more than just a PR tick-box exercise

Posted on by Claire Stephenson

ESG, or Environmental, Social, and Governance, is the umbrella term for a business’s impact and approach to sustainability issues, including its investments.

The three components of ESG are:

Environmental – business activity and its impacts around topics like climate change, environmental impacts, biodiversity, greenhouse gas emissions (GHG), renewable energy, pollution, waste and recycling.

Social – this criteria centres on how a business or company views and treats employees, the local community and people they come into contact with. Working conditions and employee wellbeing, along with diversity and inclusion are also important. 

Governance – highlights how a business carries out day-to-day operations, with a focus on ethics and standards, diversity in staff and management, political lobbying, corruption policies, donations, wages and tax matters.

Greenwashing 

However, many businesses are content to “greenwash” their ESG commitments. This reduces the seriousness of what the responsibility of having and implementing an ESG policy involves, making it little more than just a buzzword.

FIFA was slammed in a report for their claims that the 2022 World Cup in Qatar was a “carbon neutral” event, but Carbon Market Watch said they had “serious doubts” on this. They described the World Cup as underestimating “…the tournament’s true emissions levels and climate impact.” By claiming that the event was carbon-neutral, it paints a misleading picture and is not a “harmless exercise”. Carbon Market Watch went on to state such claims mislead “…players, fans, sponsors and the public into believing that their (potential) involvement in the event will come at no cost to the climate”.

Sea change

Globally, asset managers are set to boost their investments in ESG to reach approximately $33.9 trillion by 2026, up from $18.4 trillion in 2021. This growth represents an expected average annual increase of 12.9%. In less than five years, ESG assets are predicted to make up about 21.5% of the total assets managed worldwide.

Consumers are now seeking socially responsible leadership from brands that prioritise both sustainability and environmental responsibility in their practices and investments.

New research in the US suggests that a major sea change in consumer behaviour is approaching, where authentically sustainable brands who put people and planet first, are at an advantage over organisations who engage in shallow greenwash over authentic sustainability investments.

The trend suggests that consumers are becoming increasingly discerning and conscientious in their choices. They are not merely swayed by marketing fluff that presents a superficial glow of sustainability. Instead, customers are looking for businesses that embody true environmental and social responsibility. Authenticity has become the key currency in the consumer landscape.

Consumers are now seeking brands that align with their values and beliefs, particularly those related to sustainability and ethical practices. They are more likely to support businesses that walk the talk when it comes to sustainable initiatives. This is further indicated by the increase and prominence of the B Corp label.

Brands that genuinely commit to reducing their carbon footprint, practice good working conditions, and contribute positively and genuinely to their communities, are earning the benefits of this changing consumer sentiment.

ESG and why your business should take it seriously 

When economist Mark Carney was the Bank of England Governor, he wrote:

“In the future, climate and ESG considerations will likely be at the heart of mainstream investing. Investors will tailor their investments and fulfil their fiduciary duties through better quality and more widely available data on sustainability and performance, and more informed judgements of strategic resilience.

“Companies with strong ESG performance have demonstrated higher returns on their investments, lower risks and better resiliency during a crisis.”

ESG reporting is still voluntary in many countries, including the UK, but looking forward, greater transparency in corporate ESG reporting will be required, so it pays well – quite literally – to be proactive in setting out a strong position on a business’s environmental, social and governance standards and commitments now.

If you are considering integrating ESG into your communication strategy, get in touch to see how we can help you – find our contact form here, or call us on 0845 625 0820 for a friendly chat.

Crisis communications in business: 5 tips for navigating storms successfully

Posted on by Claire Stephenson

Claire Stephenson reflects on some of the recent public relations crises in the media. How can businesses be better prepared to weather emergencies through proper planning and strategic crisis communications?

With social media offering an instantaneous ability to share information – good and bad – crises are inevitable. Whether it’s a recalled product that is dangerous (currently, Home Bargains has placed a recall on a muscle-building product that has “potentially lethal” levels of caffeine in it), a public relations nightmare (think of the fallout over Huw Edwards), or a natural disaster impacting business operations, every organisation must be prepared to face challenges head-on. 

Top 5 tips

Effectively managing a crisis begins with a solid crisis communications strategy. Here are five key elements on how to prepare your communications for any kind of emergency.

  1. Proactive planning. Successful crisis communications begin long before a crisis actually happens. Proactive planning and risk assessment are essential to identify any potential vulnerabilities and help you to prepare for a range of scenarios. Conduct a thorough assessment of your business operations, supply chain, communication channels, and any potential risks. Create a crisis management team – including key stakeholders. Depending on the size of your organisation, this could include public relations specialists, a legal team, human resources, and operations management. Establish clear roles and responsibilities within your team to ensure any emergency is met with a strong and effective response.
  2. Timely communications. In the midst of a crisis, misinformation can spread rapidly – especially on social media – which can also make the situation worse. Make sure any response is swift and transparent. Acknowledge the issue as soon as possible, and furthermore be open about the facts. Hiding information or delaying communications will damage trust with your audience. Make sure all appropriate communication channels are used – this might be social media, press releases, or e-news – a dedicated crisis telephone line may also be required, depending on the severity of the issue.
  3. Compassionate communications. It’s important to recognise that some forms of crisis can bring a wide range of emotions, with individuals affected on personal levels. Demonstrating empathy and compassion in your communication can go a long way in diffusing tension and building stronger relationships with stakeholders. Show concern for those impacted by the crisis, whether it’s customers, employees, or communities. Offer support and solutions to address their needs and concerns. A genuine display of empathy can humanise your brand and encourage goodwill during challenging times.
  4. Consistent communications. When in a crisis situation, it’s important to maintain consistency in your messaging across all communication channels. Ensure that all team members and spokespeople are briefed on the key messages to be shared. Avoid any kind of contradicting statements or mixed signals that can lead to confusion and undermine credibility. A unified voice will convey a sense of stability and competence, reassuring stakeholders that the situation is under control.
  5. Post-crisis analysis. After the crisis has passed, it’s essential to conduct a thorough analysis and evaluation. Did any areas of communication work particularly well? What could be improved?  Obtain feedback from your stakeholders and use overall analysis to update and strengthen your crisis communications strategy. Remember, a crisis can provide valuable insights and also opportunities for growth and improvement.

Final thoughts

Crisis communications in business is not just simply about damage control: moreover it’s an opportunity to showcase your organisation’s values, integrity, and resilience. Further, by proactively planning, communicating transparently, showing empathy, and maintaining message consistency – along with learning from experiences, your business can effectively navigate through emergencies, safeguard your reputation, and become stronger for it. 

If you need any help in crafting a crisis communications strategy, please message us here or call 0845 625 0820 to see how we can help your organisation be known. 

AI: a threat or opportunity for creative industries?

Posted on by Claire Stephenson

Is AI the long, hard look in the mirror that the creative industry needs? Greg Wilson considers what we know so far about AI and its impact on public relations in particular.

The world is currently awash with articles about AI. The sad irony though, is that half of them could easily have been written by AI. But sadder still, is the fact that most of them probably weren’t.

Because if the creative industry is so worried about AI taking its jobs away, what does that really say about the state of the industry itself? The clue is in the name; the value that we provide, is that we are, well, creative. Or we are supposed to be.

Content v PR

I, for one, was so relieved when “the PR industry” rebranded itself back again to “the PR industry”, after having toyed around with the idea for a few years of being the “content” industry.

Is that, in fact, just window dressing though? Was calling ourselves the “content” industry the day the mask slipped? Or is that all we provide now? Content. Filling for digital gaps.

People fear that AI will see the rise of machines as masters and we as their subordinates. I say that day has already come. It was the same day the words “link strategy” and “citation” entered the industry vernacular. When you think about it, we have been writing content to please the machines for some time – all hailing the great God of Google and its whimsical ways.

It’s almost a bitter irony that the machines got so smart, they could see what we were up to.

Having been in PR for over 25 years, I’ve got to say, it’s not this side of the value chain that gets me out of bed in the morning. Some people love it, I know – their self-worth now inextricably linked to moving clients a couple of places up the search results, because machines approve of their content.

Humans v AI

But what about the humans? Aren’t we forgetting them? Do they count for nothing now? And are they so easily fooled – sorry, engaged? Inspired? Educated? Amused? Enlightened? Moved? Transfixed?

Is a human brain as easily pleased as a machine? (scroll, scroll, scroll) Okay maybe. But not for long. To properly win and maintain a human’s interest, you have to give them something more. Something they have never quite seen before. Something… oRiGinAL?.

(Do you remember when people did that for a bit on social to show they were saying something CRaZy? I reckon a human did it first. And it was quite funny the first time. And there’s the rub…)

The thing is – while it’s true that, one day, AI might come up with the next weepy John Lewis Christmas ad, I firmly believe it could never have come up with the first.

For older readers, would it have ever come up with the Milk Tray Man, to advertise chocolate? “If you see Sid…” for shares in a public company. “Accrington Stanley!” for milk? Yes, milk.

To take creativity to its ultimate degree, I believe that while AI may one day (maybe even now) be able to produce music that sounds like Beethoven’s Fifth Symphony – it could never come up with Beethoven’s actual Fifth Symphony. Only Beethoven could do that.

Have I just compared Beethoven to the Milk Tray Man? Yes, I have. Would AI do that, if it was writing this article? Is it running the risk of sounding slightly smug and self-satisfied to say, probably not? Do I care?

A bit.

Because I truly care what you think of what I write. Because you’re a human and I’m a human and I hope to add a little value to your life, by writing something that might entertain you enough to read this far. In which case, I thank you.

Or as Bing’s AI Chat actually said…

What AI might mean for the public relations industry

Artificial intelligence (AI) is transforming various industries and sectors, including public relations (PR). AI is not something to be afraid of in PR, but rather a tool that can enhance the efficiency, creativity, and impact of PR professionals. Here are some of the ways that AI might change the PR game in the near future.

Data collection and analysis

AI can help PR agencies, especially when it comes to the enormous amount of data they must filter through. Because of the abundance of information available, it can be difficult for staff members to stay on top of the most recent trends and news, which makes it difficult for PR firms to stay competitive.

AI can help with data collection and analysis by automating tasks such as media monitoring, trend spotting, sentiment analysis, and audience segmentation. These tasks can help PR professionals understand the media landscape, identify opportunities and threats, measure the effectiveness of their campaigns, and tailor their messages to different groups of stakeholders.

Content creation and distribution

AI can also assist with content creation and distribution by generating text, images, videos, or audio based on natural language processing (NLP) and computer vision. These technologies can help PR professionals create engaging and personalized content for various platforms and channels, such as social media, blogs, podcasts, or newsletters.

AI can also help with content distribution by optimising the timing, frequency, and format of the content based on the preferences and behaviours of the target audience. AI can also help with content amplification by identifying and reaching out to relevant influencers, journalists, or bloggers who can help spread the word about a brand or a campaign.

Relationship building and management

AI can also enhance relationship building and management by providing insights into the emotions, motivations, and needs of the target audience. AI can help PR professionals craft messages that appeal to the emotions of their stakeholders, such as trust, empathy, or excitement.

AI can also help with relationship management by providing feedback and recommendations on how to improve communication and engagement with different groups of stakeholders. AI can also help with crisis management by detecting potential issues or risks before they escalate and providing guidance on how to respond effectively.

Skills development and ethics

AI can also impact the skills development and ethics of PR professionals. AI can help PR professionals upskill by providing them with resources and training on how to use AI tools and technologies effectively. AI can also help PR professionals develop their critical thinking, creativity, and emotional intelligence skills, which are essential for human communication.

However, AI also poses ethical challenges for PR professionals, such as data privacy, transparency, accountability, and bias. PR professionals need to be aware of these challenges and adhere to ethical principles and standards when using AI in their work. PR professionals also need to be able to explain how AI works and what its limitations are to their clients and stakeholders.

Final thoughts…

AI is changing the PR industry in various ways, from data collection and analysis to content creation and distribution to relationship building and management. AI can offer many benefits for PR professionals, such as increased efficiency, creativity, and impact. However, AI also requires PR professionals to adapt their skills and ethics to the new realities of communication. AI is not a threat to PR professionals but rather an opportunity to enhance their work.

© Bing

A full spin wash

Posted on by Claire Stephenson

A recent headline on the front page of The Belfast Telegraph’s (June 23) featured the headline: “Anger over council plan to hire a ‘spin doctor’ on £105k salary”. The term spin doctor is derogatory and outdated terminology, which portrays public relations as a manipulative role. This sloppy headline shows a disregard and poor understanding of the strategic role of public relations. 

The PR community was quick to express its disapproval of such a headline, with comms professional, Stephen Waddington, highlighting how far from the truth the headline relates to public relations, particularly in the public sector industry.

In recent times of the Covid pandemic, high-level strategic communication and information campaigns were essential to local government departments, to convey crucial health messaging, safety directives and content, along with emergency signposting for communities during one of the most uncertain times in history. This hardly qualifies as ‘spin’.

Propaganda all wrapped up

But where do the terms spin and spin doctor originate from? 

In the US, the “father of public relations”, Edward Bernays, was heavily linked with spin in the form of propaganda, controlling of the masses and “the engineering of consent.” His association with tobacco, alcohol and pharmaceutical brands is well documented, and his writing on propaganda attracted the Third Reich, with Joseph Goebbels in the 1920s becoming a fan of Bernays (despite Bernays being Jewish). Goebbels’ position of the Third Reich’s minister of propaganda, he used Bernays’ works as the basis for a “Fuhrer cult” to ‘promote’ Adolph Hitler.

The Thick of It

Certainly in the UK, the term spin doctor became synonymous with Alistair Campbell, the then head of communications for former Prime Minister Tony Blair and the New Labour campaign. Political spin was rife in the 1990s, particularly with the advent of 24-hour news coverage and the growing appetite for political access and commentary. This increase was then followed by a marked decline in the quality of British media content. The demand for media and PR consultants within politics grew from this point.

The comedy, The Thick of It, satirises the “sultans of spin”; the inner sanctum of the British government, with the main character – Malcolm Tucker – said to be based on Alistair Campbell. The show’s creator, Armando Iannucci, stated he wrote the comedy to help him process the political spin and turmoil of Blair’s government that allowed the UK to “back a war [in Iraq] with no purpose, no target, no endgame and no rationale”. This resulted in a horrific war and a lasting distrust in British politics. 

One of Campbell’s most notorious examples of spin was the 1997 General Election, called by John Major. Campbell’s efforts persuaded Rupert Murdoch and the editor of The Sun, Stuart Higgins, to publicly declare that the paper offers support for Labour and would be telling its readers to vote their way.

The power of strategic communications

The managing director of the Public Relations and Communications Association (PRCA), Renna Markson hit back at the article, stating:

“Salaries in public services are always, and rightly, under scrutiny, but no one is helped by lazy headlines that misrepresent the work of communications teams. 

“Belfast City Council spends £240m each year providing public services. A communications director helps make sure the council gets the best possible return for that money, by ensuring that the council listens to and understands the needs of Belfast residents and that those residents know about and can make full use of council services.

“The focus on tourism will mean extra demand for Belfast’s hospitality industry and a boost for Northern Ireland’s private sector. These measures alone should, if the candidate is successful, mean a return on the council’s investment far and above the reported salary.”

Renna Markson, PRCA

The chief executive of the Chartered Institute of Public Relations (CIPR), Alastair McCapra, said: 

“Public relations is more than spin and publicity. Strategically it is about fostering trust and goodwill, and promoting understanding between organisations and their various stakeholders.

“Within the public sector, communication serves a crucial purpose by responsibly delivering information and services, effectively communicating change, and encouraging and ensuring public engagement… This story shows a lack of understanding of PR’s strategic function and fails to recognise the many responsibilities that come with serving the needs of the community and driving positive change.”

Alastair McCapra, CIPR

Whilst spin hasn’t disappeared from politics and the media, it has become less associated with modern-day public relations and the highly-skilled practitioners that abide by the ethical codes of professional bodies like the CIPR and PRCA. 

As PR professionals, we take our role, continual education, and responsibilities most seriously. Operating at the highest standards with full transparency and accountability is essential for public relations professionals, therefore it’s disappointing to see inaccurate headlines from The Belfast Telegraph that belong to a bygone decade.

Want strong public relations? Here are five ways to boost your presence

Posted on by Claire Stephenson

In our previous post, we talked about ways to approach and assess an organisation’s communications strategy for maximum impact. Below, we look at five ways you can rethink your public relations strategy and boost your brand’s presence.

  1. Build and maintain strong relationships. Public relations centres around building and maintaining relationships with various stakeholders. These include media, customers, employees, investors, and community members. It’s essential to establish and foster strong relationships and trust with these groups, as they can help you to grow your brand, and also support your organisation in times of crisis.
  2. Be proactive! Effective public relations isn’t just about reacting to situations but also anticipating them. Be proactive by staying updated with your industry news, identifying potential issues before they become problems, and creating a crisis management plan in advance of ever needing one.
  3. Communicate clearly and honestly. Making sure your communications are clear and authentic is essential for quality public relations. Be transparent about your organisation’s values, mission, and actions – and make sure you’re walking the talk. If an issue arises, address it promptly, and provide honest and accurate information to all stakeholders across appropriate channels.
  4. Data data data! Analytics are key. Ensure you’re regularly monitoring and measuring results from your public relations activities. Analytics can be used to assess the effectiveness of your strategies and actions, as well as identify areas that you could improve. There’s a blog post here, where we talk about data decisions in public relations.
  5. Stay flexible. Public relations is constantly evolving, and it’s essential to stay adaptable and flexible as to the needs of your business and organisation. Be open to new strategies and approaches, and be prepared to adjust your tactics based on changing circumstances or emerging trends that you can use to benefit your business. Look at the agile communications blog for more thoughts on this.

Work with Limitless? 

Are you looking for public relations support and strategic advice? We can help you to achieve your communication objectives and be known. Contact Michael Gregory on 0845 625 0820 or drop us a message using this contact form here. 

Limitless wins three-year Preston City Council Town Deal contract

Posted on by Claire Stephenson

Limitless Public Relations has been appointed to deliver a three-year strategic communications support contract for Preston’s £20.9 million Town Deal which it secured in March 2021 as part of the government’s £3.6 billion Towns Fund, established to help level up towns and cities around the country.  

The Town Deal has kickstarted The Harris Quarter Towns Fund Investment Programme, a £200 million transformational regeneration programme in Preston’s Harris Quarter, the City’s cultural and civic heart, led by Preston City Council and the Preston Partnership.  

The latest project to start in the programme is Animate, a £45 million leisure and entertainment complex due to be built in the heart of Preston City centre. 

The tender includes the delivery of strategic communications for six projects and will be designed to increase awareness of the Towns Fund investment programme, communicating key milestones and keeping residents and businesses up-to-date with the benefits and improvements that this extensive regeneration programme will bring to them.  

The tender will also focus on the City’s strategic 15-year vision and its City Investment Plan.  

The key projects are: 

  • Harris Quarter Assets renewal, including refurbishment of Amounderness House, into serviced offices and managed workspace accommodation 
  • Animate – new build entertainment and leisure scheme  
  • Illuminate and Integrate – public realm and lighting improvements 
  • Harris Your Place – refurbishment of the Harris Building 
  • Preston Youth Zone – state-of-the-art youth building and services
  • Educate Preston – access to careers and education information services  

Councillor David Borrow, Cabinet Member for Planning and Regulation, said:

“We are delighted to have Limitless Public Relations on board and looking forward to working together to communicate Preston’s regeneration and investment progress. We were impressed with the overall standard of submissions we received, in particular with Limitless’s extensive experience and understanding of our ambition and vision for the City.”  

John Chesworth, Chair of the Towns Fund Board, added:

“Limitless Public Relations has been chosen to support Preston’s Towns Fund investment programme following a thorough tender process against stiff opposition, and we are looking forward to working closely together on all the exciting projects that are starting to come to fruition and that will make a positive impact on Preston and its people.”  

Limitless Director Michael Gregory concluded:

“As someone who came to the City to study and is now an adopted Prestonian, I’m incredibly proud that we’ve been given the opportunity to tell Preston’s story, showcase its ambitions and herald its future.  

“I’ve seen Preston evolve over the 27 years I’ve lived here, and there is so much to shout about. It’s a happening place to live, work and grow, and the proactive approach by the City Council and its partners to create a place that everyone can be proud of is truly commendable.  

“Our team is looking forward to working with the Council and its partners in delivering an impactful campaign that will attract people, businesses and investors to the City.” 

Some of the best: PR and ad campaign wins in 2022

Posted on by Claire Stephenson

In a world that is often over-saturated on a digital level and crowded with content, it takes strategic, innovative outside-the-box communications to allow campaign messages to reach the right people and influence the required change.

We’ve done a rundown of a few of our favourite and memorable campaigns spotted this year…

OutHorse Your Email

Need a new out-of-office message? You need an Icelandic pony! OutHorseYourEmail.com is a fun campaign from Inspired By Iceland and Horses of Iceland, drawing attention to the fact that on average, 55% of workers check their emails whilst on holiday. The campaign’s aim was to encourage people to disconnect and enjoy their downtime – see it here. 

Icelandic horses will reply to your email using a pony-sized keyboard to hoof out a reply on your behalf! The horses were taught typing skills by Inspired by Iceland, who built a giant replica keyboard with walkable letter tiles.

You can choose from three Icelandic horses who will write your email autoreply: Litla Stjarna Frá Hvítarholti, a fast-typing pony, but they might take a nap; Hrímnir Frá Hvammi, a horse who is assertive, efficient and has shiny hair; or Hekla frá Þorkellshóli, a friendly horse, who is trained in corporate buzzwords. Magic.

Claire Stephenson tested the autoresponder and chose Litla Stjarna Frá Hvítarholti as her typing pony. This was the result…

A fun and creative campaign. Agency  = SS+K

Plastic Is Back!

A campaign for Greenpeace, by Ogilvy Netherlands, highlighting the permanence of plastic waste.

‘Plastic is Back’ is part of Greenpeace’s wider campaign work around plastic waste and pollution, particularly microplastics. According to Greenpeace, a truckload of plastic enters the ocean every minute creating a ‘plastic soup’. Supermarkets in the UK produce around 800,000 tonnes of plastic each year. Unearthed – Greenpeace’s investigative journalists – discovered British plastic waste being dumped and burned in Turkey – impacting land and waterways and more crucially, human health.

The plastic packaging featured in the campaign was all gathered from beaches. Dairy packaging, bleach bottles and crisp packets – some of this plastic packaging waste is estimated to be more than 50-years-old, according to Greenpeace, with visibly vintage packaging designs.

A visually impactful campaign. Agency = Ogilvy Netherlands.

Ask for Henry

A collaboration between Morrisons and Heinz in October 2022, offered customers a free meal of jacket potato and baked beans, to help people during half term who are impacted by the cost of living crisis. A discreet way for people to request help when they “Ask for Henry” at a café counter.

Jojo De Noronha, the President of Northern Europe at Heinz said:

“October marks the birthday of a very special member of the Heinz family, our founder Henry J. Heinz. Henry brought comfort and goodness to others, not just through his food but his actions. We want to honour his good heart and kind spirit by doing what he did best, helping feed people in times of need.”

A social win for both brands.

Netflix

Netflix’s Stranger Things Season 4 drop was pretty spectacular. To mark the launch of the new season, Netflix created installations which popped up across the world.

Bondi Beach in Australia received an installation, as a “gateway” to the Upside Down. People in yellow hazmat suits gathered around the object. Netflix said on their Instagram channel: “Hawkins, do you copy? We could use a little help down here at Bondi…”

netfixanz on Instagram

Stranger Things art installations appeared across the world, from New York’s Empire State Building, Mumbai’s Gateway of India, to Los Angeles, London, Germany, Tokyo, Malaysia, Poland, Saudi Arabia, Columbia, Stockholm, Milan, and Madrid.

Stranger Things Instagram/Netflix

A powerful teaser for global Stranger Things fans.

Limitless loves…

We asked some of our associates which campaigns and ads stood out for them this year…

Mark Sutcliffe, Associate at Limitless PR, said:

“The one campaign that really smashed it in 2023, wasn’t actually a campaign (or was it?). Whatever; it generated almost universal coverage across the full spectrum of media platforms and dominated the global news agenda for days.

“I’m talking about Patagonia’s Yvon Chouinard handing his £3 billion clothing and accessories company over to a trust focused on funding environmental projects worldwide.

“The Patagonia Purpose Trust will generate around $100 million annually for projects that protect nature and biodiversity, support thriving communities and fight the environmental crisis.

“When it comes to walking the walk, this raises the bar to vertiginous new heights, demonstrating how for-profit business can also work for the planet. Or as Chouinard himself put it: ‘The Earth is now our only shareholder’.”

Photo of Yvon Chouinard by Campbell Brewer.

Claire Stephenson, Associate Director at Limitless PR, said:

“I’ve seen some amazing content and communications this year. 

“One of the most powerful campaigns is from CALM: The Last Photo, and why Suicidal Doesn’t Always Look Suicidal. A collection of images of people whose lives have been lost to suicide is striking and poignant. The communications dispel the myth that if someone is feeling suicidal or having a mental health crisis, we would know about it. The campaign highlights that exterior emotions don’t always reflect what is happening inside a person’s mind.

“This campaign points towards starting a conversation to save a life. Removing the stigma around talking about suicide and how people can talk about it can save more lives. Hats off to CALM and adam&eveDDB for this change-making campaign.”

Just who do you think you’re talking to?

Posted on by Claire Stephenson

No, it’s not your mother calling! We’re speaking about the audience(s) that your business or organisation communicates with, and why it’s absolutely essential to be really clear on who you are talking to.

Your audience is made up of people or groups – stakeholders, customers, clients, service users, and consumers. They can be split down into groups through their behaviours and certain demographics (such as age and education).

So who or what exactly is your audience? 

Target audience

A target audience refers to a particular group of people or individuals, that can be categorised by behaviours and demographics. Audiences can range from broad categories to finely-researched and specific demographics. The more defined and specific you can be on who your desired audience is, the better.

As the father of modern marketing, Philip Kotler puts it:  

“There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.”

Working examples

Greenpeace

Greenpeace talks about its primary target audience as:

“…our members and supporters across 40 countries. Other target audiences are those that we seek to exert influence on such as governments, industries, intergovernmental organisations and the media.”

So we can see they have several audiences (publics) and will tailor their communications and messaging accordingly, likely on strong campaign and fundraising themes.

Amazon

Amazon’s target audience is described here:

“Amazon’s target market is middle and upper-class consumers (evenly split between genders) with home computers or smart devices aged between 18-44 as of 2022. Additionally, 60% of Amazon’s target market are from the United States who prefer shopping online for convenience, fast delivery, and competitive prices.”

Although Amazon is a behemoth multinational conglomerate, it’s interesting to see how they define their target market down to a neat demographic of consumers within a fairly narrow age range and evenly split gender 

Stakeholders

The term stakeholder is used to determine individuals or groups of people who have an impact or can impact a business or organisation. They are particularly important to consider when you’re operating projects, campaigns and launches. It’s important to understand, analyse and strategically reach the people who can support your endeavours, or conversely, negatively impact what you’re trying to achieve. We talk about stakeholder engagement more here.

How to find your audience(s)

Finding your audience can be done in several ways – online and offline – allowing you to extract quality information about your existing and ideal customers through research and analysis. 

Buyer personas

Buyer personas are research-based profiles – semi-fictional – that illustrates your target customer. You can use existing customer data and market research to help you with your messaging and communications, along with devising campaigns. When you’re researching a persona, you can include details like:

  • Age
  • Location
  • Average income
  • Typical job title or industry
  • Interests
  • Challenges/pain points
  • Hangouts

By creating a profile of your ideal customer, it helps you to understand your target audience better and improve your messaging and communication efforts towards that audience.

Other ways of researching and building ideal customer profiles include:

  • Google Analytics – if set up correctly, Google Analytics can provide a deep understanding of your customers and their behaviours
  • Customer research – ask your customer what they think!
  • Social listening – using keywords and hashtags, you may be able to gain key insights into your brand or business on social media 
  • Social media audit – reviewing existing channels and checking analytics for performance
  • Competitor analysis – who are your competitors and what are they currently doing? How do they position their brand? Can you learn anything from their presence?

Spending the time to research your target audience is worth the effort. Knowing, in as much depth as possible, the audience(s) you’re communicating with, will help you to formulate your messaging well and concisely. It will also inform brand awareness, strong public relations and quality marketing campaigns.

Work with Limitless?

If you’re looking for help in finding your target audience, or with campaign planning and management, please drop us a message. Contact Michael Gregory on 0845 625 0820 or use this contact form here.