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Posting on BR’s Comment Central blog

As you probably noticed we recently relaunched Brand Republic blogs to a new platform. Keeping it simple, we moved to Word Press, which is a much easier to use and more flexible system than we previously had.

The move has meant some change to how contributors to Comment Central blog. In future if you would like to blog here what you now need to do in the first instance is drop our social media editor, Gordon MacMillan, an email and we will set you up and account. After that you will be free to post as before.

Making sense of popular statistical terms

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Guest blog from Iridium Insights, specialists in data integration, analytics and insights for the consumer goods industry

At Iridium Insights we are all about making sense out of data, and as we recognise that a lot of the technical stats terms can be confusing, we’ve created this quick look-up glossary of statistical definitions.

Bayesian modelling

There are two different statistical approaches to gaining insights from data: frequentist (or classical) and Bayesian. The frequentist approach builds a model based only on the data observed, while the Bayesian approach allows some subjective beliefs about the model to be incorporated with the observations.

CHAID analysis (Chi squared automatic interaction detector)

CHAID is a type of a decision tree algorithm that determines relationships between the variable of interest (for example, the number of purchases of a particular product) and the independent variables (for example, customer characteristics – age, gender and socioeconomic status). CHAID automatically creates the decision tree based on the trends and patterns within the data. It can then help understand a customer’s response to a marketing campaign and is often used for customer segmentation.

Cluster analysis

Cluster analysis is an exploratory data analysis method that helps identify meaningful structures within data. It defines areas/groups/segments of data that share similarities across several measures. In the marketing industry, the cluster analysis is often used to identify customer segments.

CHAID is also often used for customer segmentation, but is a very different algorithm to Cluster analysis. Cluster analysis treats all the variables in the data uniformly, while CHAID analysis recognises the variable of interest and independent variables as separate variables.

Correlation analysis

Correlation analysis studies relationships between a variable of interest and an explanatory variable. For example, a variable of interest could be premium juice consumption while an explanatory variable could be GDP per capita. If the relationship proves to be statistically significant, the explanatory variable is said to be related or associated to the variable of interest. Parameters such as r-squared and p-value are used to assess the strength of the relationship.

Decision tree analysis

Decision analysis is a general name given to techniques that analyse every possible outcome of a decision. A decision tree is a graph that visualises the outcomes and can be easily interpreted. They can help understand and evaluate risks and uncertainties. They also can help answer questions such as: What are the factors that affect the sales of a product the most? Can we predict a consumer group response to a marketing campaign?

Machine learning

Machine learning is a method of data analysis that iteratively “learns” from data as it arrives without human intervention. Machine learning can analyse large amounts of data quickly to enable businesses to make decisions about their marketing campaigns in real time and to deliver insights on to complex consumer behaviours.

Marketing mix modelling (MM modelling)

Marketing mix modelling is a method of data analysis used to quantify the impact of marketing activities on product sales. In simplest terms, MM modelling gives weights to different factors that affect product sales. The weights can be determined using for example multivariable regression modelling.

Multivariate regression

Multivariate regression analysis studies the relationship between several variables of interest against several explanatory variables. For example, the variables of interest could be consumption of beer, cider and wine, while the explanatory variables could be the GDP per capita, commodity prices, new product launches, population demographics and so on. Multivariate regression analysis helps to understand how differently the changes in explanatory variables affect the variables of interest.

Prediction interval/confidence interval

A confidence interval is a range of values that is likely to contain an unknown value of a variable. Prediction interval is a type of confidence interval that can be used for values that are yet to be observed.

For example, let the local train delay in minutes represent a variable of interest. If we know from experience that the train is never on time, arriving either late or too early by 15 minutes 95% of the time – then we would say that we are 95% confident that the train arrives at the station during the period between 15 minutes before departure time and 15 minutes after the departure time.

(Multivariable) Regression analysis

Regression analysis is a more general form of Correlation analysis, where the relationships between one variable of interest and several explanatory variables are measured. For example, the variable of interest could be a premium beer consumption while the explanatory variables could be GDP per capita, commodity prices, new product launches and so on. Regression analysis helps to understand how changes in explanatory variables affect the variable of interest. It is widely used for predictions and forecasts.

If you are interested in what Iridium Insights could do with your data, please get in contact: info@iridium-insights.com

Natwest: You are a bank. That’s all you are.

maxresdefaultby Zane Radcliffe, Creative Director, AgencyUK

It was Oscar Wilde who said that there is only one thing in life worse than being talked about and that is not being talked about. In the twentieth century, an increasingly PR driven ad industry updated Wilde’s maxim to the popular adage: there’s no such thing as bad publicity.

During the halcyon days of TV advertising, when millions of us watched the same ad break at the same time (how quaint!), agencies spoke of creating ‘watercooler moments’ in workplaces on the days following the first airing of their latest TV opus. We sold clients on the idea that ads should polarise people – ingratiate and agitate – because that is how you generate opinion and debate. That is how you become ‘talked about’.

Of course, as a nation, we still talk about ads. Only we don’t gather round the water cooler in a closed group. We share our views openly on social media – in indelible, electronic ink – with an audience that’s unconfined. The consumer has been empowered like never before. It is no longer sufficient to simply be talked about. Brands need to be talked about in the right way.

But how?

Let me refer to the new NatWest TV ‘spectacular’ as an example of a brand that has got it spectacularly wrong. If you haven’t seen the ad, you’ll have read comment on it or caught someone’s opinion. It’s being ‘talked about’. Which is a good thing, right? Not entirely.

The RBS-owned bank has presumably conducted some research that has concluded that people don’t trust banks. No shit and nice work if you can get it. And, in an attempt to address this and win back our hearts and minds, it has served us sixty seconds of sincere, monochrome vignettes that highlight contradictions of the human condition. We are creative … and destructive. We are brave … and stupid. It’s a portentous and pretentious collage of suffragettes, hooligans, war heroes and newborn babies. There’s even a crumbling, polar ice cap (and it’s not even an ironic reference to financial collapse).

For 50 of the 60 seconds, the ad attempts to tug our emotional heartstrings and prick our consciences in the way UNICEF or Amnesty might be expected to do. And then their logo appears. And the bubble bursts, like a water balloon filled with piss. And a nation collectively screams: what the f***??!

It won’t be the reaction they expected. Somewhere within the cosseted walls of their agency or their marketing department, they thought it would be a good idea to reposition themselves as apologists for past actions. ‘We are what we do’ is their pompous and belated promise to try harder. It’s like they’ve just stumbled on the whole notion of corporate social responsibility.

And the reason the ad doesn’t work? It’s because they don’t have permission. They don’t have our permission to co-opt issues of global warming, homelessness and man’s inhumanity to man. They don’t have our permission to represent us from the moment we are born to the day we die. Their ad hijacks the achievements of screen heroes and war heroes. And we do not give them permission to do that. They have not earned the right.

We haven’t forgotten about the sub-prime crash. We haven’t forgotten Fred the Shred. We haven’t forgotten the bonuses, the bullshit and the bail out.

We are what we do, they claim.
If that’s the case, you are a systematic part of the financial malaise.
You are part owned by us, and a drain on taxpayer’s resources.
You are making yourselves inaccessible to older customers by closing branches.
You are vulnerable to security breaches.
You are staring down the barrel of a crippling, multi-billion dollar fine.

And you are not a good judge of your audience.

An open letter to the Advertising Standards Authority, Committee of Advertising Practice and Electoral Commission

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I write not through political discontent, a disheartening towards our democratic process or through any ill wishes towards Brexit or Remain voters. I write in complaint of the propaganda and battle cries from which all parties fought their corner. In particular, I write to lobby your organisations so that future political campaigns may fall subject to the CAP Code.

I understand the complexities involved here. If the ASA is enforcing the code on political parties or movements, there’s the possibility of it investigating alleged false claims after those falsehoods have helped a government into power – leaving the ASA in the position of potentially ruling against the government, and alleging some serious criminality.

Currently, as CAP explains:

“Claims in marketing communications, whenever published or distributed, whose principal function is to influence voters in a local, regional, national or international election or referendum are exempt from the Code.”

Whilst the EC acknowledges:

“In general, political campaign material in the UK is not regulated, and it is a matter for voters to decide on the basis of such material whether they consider it accurate or not.”

Unfortunately, the campaigning around the recent EU referendum has shown beyond doubt that this status quo must change. The solution may be to create an independent office outside of the ASA to monitor political campaign materials and messages, but what’s clear is that your organisations must discuss and respond with action.

In the below, I cite multiple references to misleading claims and false facts. I draw particular attention to these specifics (there are many more, but these are the most verifiably false), and urge you as an organisation to embark on a full independent investigation surrounding their origin, their usage to sway opinion and their particular impact on the final outcome.

As part of this official complaint I would like to suggest any culprits are punished to a level consistent with any organisation in similar breach of the CAP code or any ASA guidelines. Private businesses in the highly regulated tobacco, pharmaceutical, health and beauty, gambling and drinks industries could expect high penalties for the use of falsehoods such as these in their advertising.

I also urge you to publish a report clarifying why political campaigns appear to be immune to such basic advertising standards, and why the ASA does not serve in the public’s interest during political campaigns.

My specific complaints reside in the following four claims, which were used as key “sales” messages during the campaign period. The first three are simply factually incorrect, and the fourth is so hard to credibly predict, that it surely can be no more than a speculation.

Leave Campaign

1. The EU costs £350m per week, nearly £20bn per year.

2. The UK consistently loses in the EU because other members favour a highly regulated and protectionist economy.

Remain Campaign

3. Two thirds of British jobs in manufacturing are dependant on demand from Europe.

4. Brexit will make us worse off to the tune of £4300 per household by 2030.

I look forward to your response.

Yours sincerely,

Saman Mansourpour

Managing Director
AgencyUK

AgencyUK help Westfield Health turn workaholics into walkaholics

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Earlier this year, award-winning communications firm AgencyUK was appointed by leading provider of workplace health and wellbeing cover, Westfield Health, to launch a new campaign for National Walking Month.

Following a successful internal campaign in 2015 Westfield Health wanted to grow its Walking Month campaign into something that would resonate with a wider audience. AgencyUK was appointed to take the campaign to a national level and support Westfield Health’s effort to champion the health and wellbeing of the UK workforce.

Delivering a campaign entitled “Walking Lunch”, Westfield Health chose AgencyUK to encourage employees and the general public to reclaim their lunch breaks and walk for 20 minutes a day. A competitive element was incorporated to incentivise sign-up; participants competed to win a £1000 wellbeing voucher for the winning team, and a FitBit for the winning individual. Participants were sent a Westfield Health branded pedometer to help track their efforts, which they’d input onto a specially-created leaderboard which was hosted on a micro-site.

To create campaign momentum, AgencyUK devised a mutually beneficial partnership with Living Streets, the national charity for everyday walking. The partnership included online marketing, social media, guest blogging and press activity.

To drive awareness and sign up figures further, celebrity ambassador Carol Vorderman was recruited. Carol featured in a video produced by the agency, and her involvement, along with a commissioned survey around lunch breaks by Westfield, resulted in 27 pieces of media coverage, including a segment on BBC Breakfast.

AgencyUK also recruited three lifestyle bloggers, known as “Walking Champions”, who completed the campaign exercise early to encourage sign up prior to May’s launch. With a combined social following of 28,000, the bloggers walked every lunch break for four weeks and documented their progress through blog posts and social media content including short videos, tweets and images. Due to this activity, combined with AgencyUK’s traditional media efforts, the campaign achieved 188 million opportunities to see.

As a result of this, over 400 companies and 2700 individuals signed up to the campaign.

Andrew Carver, Internal Communications and Employee Engagement Manager at Westfield Health said, ‘Working with Agency UK on this campaign gave us a great boost in positioning us as a Health and Wellbeing expert. Agency UK were bubbling with creative ideas that really delivered campaign outcomes.’

Client Services Director, Jon Dunbar, AgencyUK, added, ‘We’re thrilled to have had the opportunity to work with Westfield Health, delivering the company’s new messaging to consumers at a national level. We look forward to working together in the future to continue their positioning as health and wellbeing champions’.

Branding Brexit: the comms strategy failures around the EU referendum

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By Sammy Mansourpour, Managing Director, AgencyUK

Nine minutes before Boris Johnson publicly declared which side he was backing in Britain’s referendum on membership of the European Union, he texted David Cameron to let him know – “Dave, I’m backing Brexit. Soz.” Or words to that effect. It was less than ten minutes before the media-at-large knew.

This was the part of the process of preparation for the announcement, apparently taken after ‘enormous heartache’. Does it sound like a course of action followed by a decisive and committed campaign spokesperson? Not exactly.

Irrespective of your political view, the communications strategies (or lack thereof) around the EU referendum have been a litany of failures.

Grassroots and leave
BoJo’s announcement wasn’t a tidy affair, not much involving the former London Mayor is, but it felt like a kind of campaign ‘kick-off’ for the Brexit movement. Which perhaps added to the general sense of confusion around the campaign’s communications, typified by the fall out of which Brexit campaign got dubbed to be ‘official’.

‘Vote Leave’, the Johnson and Michael Gove backed campaign, was given the honour, beating Nigel Farage and Peter Bone’s ‘Grassroots Out’. It was a narrow margin of 45 to 49 on the Electoral Commission’s criteria, itself indicative of the lack of a through line communications strategy on part of the Brexiters.

What is particularly odd is the fact that the EC stated greater public backing as the key differentiator. How could Farage, who it must be said has been the most vocal anti-EU proponent over the last few years, end up backing the losing horse?

Complacent, or just unexciting?
Which isn’t to say that the ‘leave’ camp has been alone in making mistakes through the course of this campaign. For transparency, I should say that I am firmly pro-remain. But I have remained firmly uninspired by my side’s campaigning.

Perhaps it’s just that the old ‘it’s the economy, stupid’ message is difficult to communicate in a non-patronising way. Perhaps it’s simply because the sensible option is always going to sound less exciting.

Which leads me to the question I keep asking myself – where is the fun in this referendum?

Black and white ‘facts’
There should be plenty of scope in the topic for humour. Why hasn’t anyone taken the sting out of the tail of the debate with a bit of whimsy? And not of the ‘Accidental Partridge’ kind Farage’s flotilla delivered. Satire is a powerful political weapon, and both sides of this referendum are ripe for sending up.

From social media, think of the political memes we’ve had in recent years; David Cameron in airbrushed for change, BoJo on a zip wire photoshop wars, “I agree with Nick”, Milifandom. This referendum has had none of that, and in its place has been monotonous furrow browed debate.

Very arguably, the complexity of the issues at stake here is deserving of seriousness. But it is a complex debate with many perspectives – it’s shades of grey, while the media’s treatment has been black and white. The national news organisations picked their predictable sides, and have done nothing but throw (supposed) evidence based arguments at their opponents, leaving many an average reader with a likely very blinkered view.

Then there is evidence that is getting thrown out of the window, with the UK Statistics Authority repeatedly decrying the leave campaign’s central ‘£350 million a week’ message. Even the facts can’t be communicated properly in this campaign.

Nothing to engage young voters
My main concern is that the outcome of this referendum could have serious consequences, and that none of the tactics deployed by either side seem to have engaged at a wider level. With the outcome likely to have such a longstanding impact, the younger voter you are, the are more impact this referendum will have on you.

And what are the campaigns doing to engage younger voters? Well this is where the impartial Electoral Commission really takes the biscuit, in attempting to inject the humour so lacking in the opposing sides’ messaging. Its ‘#BoatyMcBoatface’ campaign was not only patronising (do young people need the election turned into a joke, or do they need the issues relevant to them communicated properly?) and desperate seeming, it’s literally a real life version of a Private Eye spoof.

As I’ve mentioned, this is a complex debate, and given we rarely get perfectly delivered communications campaigns from our political leaders when they’re on designated political teams, it’s hardly surprising that it’s a bit of a mess when they are working in hurried cross-party alliances. But the complexity is exactly the reason why that’s worrying – young voters have not been engaged, the electorate at large has been stood in the middle of a slinging match of muddied truths, unable to decipher fact from fiction.

Clear marketing communications have an important function, particularly in the political sphere where the outcome is of such gravity. Where intelligent communications strategies should have been cutting through the noise, we’ve had negative campaigning – embittered, repetitive shouting to get heard. I can’t help but feel that both sides of the Brexit camp have failed their voters in this referendum.

AgencyUK delivers integrated campaign for Chang Beer

Comedian Ed Gamble in the Chang Lager tuk-tuk at Machynlleth Comedy Festival,  30th April - 1st May 2016

Comedian Ed Gamble in the Chang Lager tuk-tuk at Machynlleth Comedy Festival, 30th April – 1st May 2016

Earlier this year ThaiBev-owned brand Chang Beer appointed Bath-based marketing firm AgencyUK to run an integrated PR, social media, creative and experiential marketing campaign to increase awareness of the product and its new SKU.

Using the “refreshingly Thai” strapline, AgencyUK organised a series of events to create a greater awareness of the brand and showcase its iconic new bottle design to wider UK audiences, supported with Social and PR activity.

The campaign was kicked off with a launch event hosted on London’s South Bank. More than 150 people attended the reveal of the iconic new bottle. Visitors to the launch event, which took place at the Bargehouse in Oxo Tower, were served bottles of the new Chang Beer from an impressive bar designed to emulate a Thai boxing ring. Over 750 bottles of the lager beer were enjoyed by attendees, paired with freshly made Thai canapes from London’s Thai pop-up restaurant Farang. Seb Holmes, Head chef of Farang, confirmed that nearly 800 canapes were served from the Thai menu.

Entertainment was provided in the form of a magician who performed tricks featuring the new bottle. A street artist topped off the evening with a live, dramatic painting of the new bottle. Chang Beer was also joined by notable guests, including members of the Thai Embassy and Everton Football Club legends (Chang Beer has been the primary shirt sponsor of Everton Football Club for over 11 years).

Following the trade focused launch, the consumer facing campaign to generate awareness for Chang Beer and its new packaging amongst the lager’s target audience in the UK, included sponsorship of Machynlleth Comedy Festival. As official beer partner at Machynlleth Comedy Festival, Chang was the only lager to be served on site. The sponsorship included a fully branded, Chang-only bar, a Chang Tuk Tuk that transported comedians across the site, a live artist who painted a Bangkok cityscape behind the new green bottle on the wall of the Chang-branded bar and a lock-in comedy gig with top name comedians that could only be attended by attendees winning tickets via a social media competition on Chang Beer’s social pages.

The final piece of activity AgencyUK devised was a PR stunt and experiential activity entitled “massage in a bottle” in London’s Westfield Stratford Shopping Centre, Europe’s largest urban shopping and leisure destination. Over 1000 shoppers were offered samples of Chang Beer, as well as Thai-style massages in the giant Chang “bottle” that was designed and built for the event. The event also involved the launch of an online competition, where consumers are encouraged to share pictures of themselves on social media wearing a “Chang smile” beer mat. The competition is to run for six weeks, with the beer mats being placed in Thai restaurants in London and beyond. The winners will receive two return flights to Thailand.

All planned activity has been supported with ongoing community management of Chang Beer’s UK social media channels, ensuring that fresh and exciting content is being delivered across the brand’s various platforms. The PR activity resulted in 1.10 million opportunities to see and continues to rise.

Eleanor Huddart, Marketing Manager, Chang Beer, said: “After celebrating more than two decades of Chang Beer, we have refreshed our packaging to reflect the ever-changing face of the land of smiles. Our new premium look has been crafted in rich emerald green glass, with elegant contours and expert embossing that provide a contemporary twist on our proud heritage – the perfect match to not only our refreshed logo, but also to our crisp brew and the tastes of modern Thailand.

AUK has proven throughout the planning, execution and post-event phases of Chang Beer’s new SKU launch campaign that they are a creative and dynamic integrated marketing communications agency that is not afraid to break boundaries with their ideas. They have been a pleasure to work with throughout the campaign period and ensured that all events and activities ran to achieve the best possible results.’’


Saman Mansourpour, Managing Director, AgencyUK, said:
“We’re thrilled to have expanded our portfolio of Food & Drink clients with our recent activity with Chang Beer. After being awarded with Food & Drink campaign of the year at The Drum Network Awards in December for our work with Welsh Lamb, we were very confident that we could deliver a campaign of a high calibre, and we’re very pleased with the results.”

AgencyUK’s Antibiotic awareness campaign receives national award for its community focus

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A campaign created by AgencyUK to help tackle antibiotic resistance through educating parents has just received national recognition at the Antibiotic Guardian awards. The award comes as news of a ‘dramatic’ reduction in antibiotic prescription has been announced by the NHS this week.

The news of the reduction follows the campaign which aimed to increase awareness about the effective use and side effects of antibiotics, and provide effective tips for caring for children suffering from some common childhood illnesses.

The Listen to Your Gut campaign, which was co-produced by parents at a North Devon Children’s centre alongside Devon County Council and health partners from Northern Devon Healthcare NHS Trust and NHS Northern, Eastern and Western Devon Clinical Commissioning Group (NHS NEW Devon CCG), won the Community Category at the Antibiotic Guardians awards in Birmingham on Friday 13 May.

AgencyUK undertook the planning and execution of the award winning campaign, involving animation, social media, PPC and display advertising. A microsite was also created to help change the way parents view the role of antibiotics in treating common illnesses such as coughs and colds. Social media messages were used to start conversations about caring for a young child with a viral infection, and provide information on how antibiotics can damage gut flora that supports good health, when not used properly.

The project has been developed to be part of the national Antibiotic Guardian campaign and is now widely used in other parts of England.

Dr Tom Lewis, consultant microbiologist for Northern Devon Healthcare Trust, said: “This campaign is all about raising awareness, so it is fantastic that it has been recognised on a national level.

“There is lots of new research that suggests that losing our healthy bugs can make us more likely to develop a wide range of illnesses, including diabetes. Many people do not realise that taking antibiotics can kill healthy bugs too. This campaign is helping us to get this important message across so that people only use antibiotics when they really need them.”

Devon County Councillor Andrea Davis was also part of the campaign, sporting her ‘gut face’ which formed part of the social media interaction.

“We are very proud of this campaign, because it was the result of genuine collaboration and innovation from all the partners involved. The heart of this work and the driving force behind its success were the Ilfracombe children’s centre and the community of mums, who shaped the campaign and really got behind it.”

The national Antibiotic Guardian campaign is inviting the public, students and educators, farmers, the veterinary and medical communities and professional organisations, to all become Antibiotic Guardians by choosing one pledge about how they will make better use of antibiotics and help save these vital medicines from becoming obsolete.

For further information go to www.listentoyourgut.org.uk and http://www.bbc.co.uk/news/health-36372617

Hornby posters scoop international D&AD award

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Hornby’s spoof passenger information posters on station platforms campaign has been awarded the highest accolade in world advertising, winning a coveted pencil at the annual D&AD awards in London.

The ‘Station Posters’ campaign, created by Bath based AgencyUK, was selected from over 24,000 entries from all over the globe. D&AD – the Design and Art Directors Association – is the high mark in brand creativity, embracing all aspects of advertising and design. The judging is notoriously rigorous and a D&AD pencil is a hard-earned and highly prized measure of excellence.

The pencil was awarded to Hornby for Best Outdoor Poster Campaign of 2016. The campaign featured supposedly genuine information posters on railway platforms alerting commuters to bizarre delays: ‘The 11.43 from Bath has been derailed by the family cat.’ The judges recognised that it captured the charm and authenticity of an iconic British brand.

“In terms of creativity, it doesn’t get better than this,” said AgencyUK’s Creative Director Zane Radcliffe. “We’re very proud to see our Hornby work sharing a winner’s podium alongside giants like Coke, Burger King, Apple, Wrangler and Ikea. From the feedback we’ve been getting, it’s clear that there is a tremendous amount of affection for the Hornby brand.”

AgencyUK launches new product ranges for Pestle Herbs

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The misery of summertime itching , sleepless nights and endless winter sniffles could be left behind as AgencyUK launch a series of new product ranges from online e-tailer, Pestle Herbs, with a targeted digital campaign. The campaign follows the agency’s appointment earlier this year to develop brand strategy and manage brand communications.

www.pestleherbs.co.uk fills the gap for consumers who are looking to introduce a level of natural living into their everyday lives. Pestle has been launched to benefit from a huge increase in demand in the UK, like that seen in the US and mainland Europe, for herbal products and homemade herbal remedies such as the use of dried Echinacea as an immune system booster, Milk Thistle for detoxing or rubbing an Arnica salve on to bruises or weary muscles. Delivered by AgencyUK, the brand’s new campaign includes comprehensive audience segmentation helping to inform the online advertising, search and email campaign strategy. Consumers will be targeted on their behavioural preferences when either engaging in, or searching for, content related to their interest or ‘condition’, from herbal Hay Fever remedies to products for insomnia and first aid.

Since its launch, Pestle Herbs has already made significant strides in building a database of loyal customers. The company allows for customers to choose from a selection of ethically-sourced, organic dried herbs and make the preparation, infusion, decoction or tincture, that’s just right for them. Every product is hand-selected, from the leading natural health and beauty brands, and have all been made with natural ingredients and no chemicals.

New products include an oral relief Hay Fever spray as well as a “do-it-yourself” herb First Aid kit for those who wish create their own remedies at home, appealing to consumers who like to know exactly what’s in their product and save money by making en masse.

Earlier this year, AgencyUK were appointed to develop the Pestle Herbs brand strategy as well as roll-out the new website user interface and all future Social, PR and advertising communications.

Matthew March-Smith, Managing Director, Pestle Herbs, said:

“The successful digital campaign has allowed us to precisely target consumers who desire to know and understand what is in their products and where they come from, and therefore facilitate the growth of our increasing loyal customer base.”

Sammy Mansourpour, Managing Director, AgencyUK, said:

“Audience segmentation has helped us to create an informed and successful campaign. Pestle Herb’s target consumers are vocal, keen to learn, hungry for content and eager to share and our campaign has allowed for Pestle Herb’s to reach out directly to them.”

AgencyUK helps charity Send a Cow raise over £2.3million

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Last October AgencyUK was appointed by international development charity Send a Cow to promote their Christmas fundraising campaign.

The Bath-based charity’s campaign was given extra impetus as the Government had agreed to match every donation, £1 for £1 until December 31st 2015.

The Planting Hope campaign kicked off with a Guinness World Record attempt for the longest selfie chain. Whilst in the line, hundreds of participants held up signs with their ‘hope’ for the future and uploaded their pictures to social media using the hashtag #PlantingHope. There was a dedicated text number where people could donate to Send a Cow.

To maximise the Government’s pledge, and to promote the charity’s Christmas catalogue, Agency planned a second burst of activity closer to the festive period.

Agency produced an 80 second spoof documentary film ‘Panto Farm’ which invited viewers to ‘turn panto season into planting season in Africa’ by visiting sendacowgifts.org and gifting more practical items at Christmas including seeds and tools – to help African families become self-sufficient. With the help of celebrities including Ab Fab actress and SAC supporter Joanna Lumley sharing on social media, the video amassed over 9,000 views in just a few days.

#Panto Farm’ was shot as a spoof documentary starring a rural cattle farmer – played by actor Marc Danbury who has also appeared in Casualty, The Bill and Johnny English – who breeds pantomime cows for panto season.

Thanks to supporters and partners like Agency, Send a Cow’s Planting Hope Appeal raised £1.17million, every penny of which will be doubled by the UK government to fund a new project in Wolayita, southern Ethiopia.

Wolayita is a mountainous area 300km from the capital Addis Ababa, where households are dependent on their small farms for their livelihoods, but have insufficient food due to poor yields. Families experience chronic hunger for more than five months a year. Starting in July 2016, Send a Cow will use funds from the Planting Hope Appeal to train 5,870 families over three years, giving them the skills and confidence to farm their land and provide a secure and hopeful future.