15 May 2019
Industry awards season kicked-off with a bang at the PR Moment Awards. The really big news of the night was W picked up the Agency of the Year. There was barely time to go berserk when it was announced that we’d done the double, as our corporate, tech and SME division W Enterprise scooped up the B2B Agency of the Year. (An even more remarkable feat considering Enterprise is barely 18 months old and was up against some of the established giants of the sector). The result was a unique double which saw us leave as the very best in both consumer and corporate PR. Huge thanks to all our colleagues and clients who made it possible.
In all the mayhem it was almost overlooked that we also won Best FMCG campaign of the year for Launching PG Tips Tasty Decaf and Dairy Free. A fully integrated campaign covering social, media relations, sampling, and an influencer programme which saw us smash sakes targets, the centrepiece was a 60 second digital ad starring ‘Head of Taste’ Craig Revel Horwood, written and produced in-house by our Creative and Talent teams. All of which combined to smash PG Tips’ sales target by double digits in the first six months after launch.
There’s an old saying that you can’t pick your family, but you can choose your friends. In fact, as our DNA Day campaign for Ancestry.co.uk revealed over 4 million Brits have taken a DNA test to identify their genetic origins, with many getting in touch with distant relations and actually becoming close friends. The coverage highlight was a 7-minute live interview on Sky News Sunrise featuring two Ancestry customers who had connected via the website, with one flying over from Canada to meet face-to-face for the first time. Not a dry eye in the house.
That Peter Crouch’s podcast’ has been one of the unexpected media hits of recent times. In the most recent episode co-host Tom Fordyce was talking about how he frequently receives Tweets from people mistaking him for Tom Ford, thanking him for the amazing fragrance. When Crouchy joked ‘by the end of this series, you need to have had your own male grooming range…’ our Lynx team seized the moment.
Perfectly tying into Lynx’s recent launch of brand new, variant Lynx Ice Chill, we adapted our current range for Tom. Introducing Lynx Tom Fordyce and Chill. The hosts, including the former retweeting Lynx’s post to their combined reach of 1 million which both generated amazing engagement and a promise to mention it on the next podcast.
In 2018 W launched the Behind The Scenes speaker series with Maggie Gyllenhaal for Autograph Collection Hotels. Last month saw the second in independent film speaker series take place at newly opened hotel The Dixon. Bringing the UK’s best set designers together to talk about life behind the camera, the panel discussion was hosted by Mark Kermode and landed coverage on The Handbook, House of Coco and the London Post to name just a few.
When famed West-End seafood restaurant, J-Sheekey, briefed us to amplify its reputation as a hangout for stars of the stage, we jumped at the chance to utilise our prestigious network of contacts. Working with photographer Chris Floyd, the W Talent secured 16 of the country’ hottest celebrities to have their portraits taken for a new exhibition that would be hung on the wall above the restaurant’s iconic Atlantic Bar. With names including Natalie Dormer, Ellie Bamber, Denise Gough, Emelia Fox and Iwan Rheon the coverage followed with a full page in the London Evening Standard.
We’ll wrap-up by moving from the West End to the North East. W North, our regional hub in Newcastle has been doing some amazing work. Having scooped the CIPR Agency of the year Award for the region in 2018, they’ve now been shortlisted for two awards in the Prolific Awards: Small PR Agency of the Year and B2C PR Campaign of the Year for our work launching Cycle Expo Yorkshire.