PrettyGreen

PrettyGreen

www.itsprettygreen.com/

48-50 St John Street

London

EC1M 4DG

Longest-held clients

Red Bull, Nando’s & Cadbury’s

New business contact

Sarah Alexander, new business director, 07833 051 287, sarah.a@itsprettygreen.com

 

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CEO/MD

Mark Stringer – "Strings", founder

strings@itsprettygreen.com

02074903449

Describe your agency in five words.

Creative, Passionate, Strategic ,Innovative, Fun.

How would you sum up 2011 at your agency?

An amazing year, some amazing work, and amazing results, but probably one of the toughest years ever. It was about fighting to get the results.

What was your agency’s high point of 2011?

Moving into our new offices and seeing the positive impact that it’s had on our business has been fantastic. We now have the space that enables multiple Clients to work out of our office, purely having Clients embedded in our office for days at a time has strengthened the relationship with teams. Having more space for teams to work away from desks, be more creative and more social has also propelled our business forward.

What was the low point?

As a relatively new agency, there’s a sense that you have to pitch on everything you are offered and in 2012, we should have had the strength of our convictions. We also tried a few new ventures, which didn’t necessarily work,

Please give an overview of your staffing through 2011, including significant hires and internal promotions.

2011 was about strengthening our management team with the hiring and creating a Head of Sport, Head of Digital, Head of Music, plus a new Client Servicing Director role and the appointment of a Financial Director, to work with our head of Operations.

We also created more clearly defined divisions; Entertainment, Music, & Consumer, and built our Digital Team adopting a hub approach putting Digital at the centre of everything we do.

A number of  internal promotions, also took place demonstrating a desire to build from within as well as bring in best in class from outside the Agency.

What were your three best campaigns of 2011?

1. Red Bull, where do you start, whether it’s sport, music, culture it still gives us wiiings.
2. Cadbury Olympic Programme.  The biggest, most, diverse, integrated, and multi-disciplined campaign we’ve ever been lucky enough to be involved in
3. Nando’s Influencer & Music Programme.   It’s just about creating the hottest chicken in town.

What were your most exciting client wins of 2011?

There are probably two notable wins in 2011. Firstly Under Armour, a brand most people haven’t heard of (yet) but is probably the hottest and most inspiring sporting apparel brand in the world. Secondly winning the Cadbury House pitch, which will see us build, launch, run and PR their London 2012 space during Games Time.

Of which achievement in 2011 are you most proud?

Personally it was the arrival of my 3rd child (although my wife did most of the work), but probably continuing to deliver exceptionally innovative and creative work for truly world renowned Clients, whilst retaining the Agency spirit we set-up with - We’d like to think we might have got bigger, but we’re still the same.

What trends did you notice throughout the year in the industry?

There’s definitely been a shortening of horizons and time frames. Briefs require a quicker response, and projects are now much more 3-6 months in advance, not 6-12 months. Which is understandable given the financial pressures of business. Our role is to remain agile & nimble to reflect these changing trends.

Tell us how your digital work became more measurably effective in 2011.

In the world of digital, we’ve long had the tools to provide accurate metrics for our clients, for instance sentiment levels, virality, actual impressions, growth and engagement rates.

Last year the focus shifted to giving meaning to these interactions by agreeing metrics that add most value to our clients. In our app builds, for instance, we’ve collated email addresses, registration figures and reported on dwell times, and whether our ideas are being consumed on computers or whilst on the move, all of which help evolve digital strategies.

It’s not necessarily been an easy ride but with clients becoming savvier when feeding into trend metrics, these statistics have real value to the point where they’ll be used across all channels in years to come, including TV.

Cadbury Spots v Stripes Quak Smack and blippar™

The campaign captured the imagination of thousands – both consumers and industry alike – in the real world and online:

a.    63 pieces of branded coverage secured

b.    Unique users viewing online coverage in excess of 195 million.

c.    Positive sentiment levels 17:1 (Sources: Social Mention and Viral Heat).

d.    ‘Cadbury’ top search term (Source: Social Mention).

24,812 unique interactions with the Quak Smack blippar™ game:

•    User played Qwak Smack on average six times, resulting in 111,656 unique game plays.

•    As a direct result of our campaign activity, blippar™ has been downloaded over 140,000 times.

Increase engagement with the Cadbury Spots v Stripes campaign:

•    Twitter results included:

o    4,836 unique authors commented on the campaign.

o    1,093 of these tweets generated referenced both Cadbury and blippar™. (#cadburyBlipp)

•    The YouTube demo video achieved:

o    38,000+ organic views with zero media support (100% generated through editorial seeding).

Cadbury Unwrap Gold Vault

Number of plays: 4,797

Visitors to site: 10,985

Mobile plays: 62 percent

Played on computer: 48 percent

#UnwrapGold Hashtag

What’s your priority for the agency this year?

Having now established stand-alone Consumer, Music, Sport, Digital and Event Divisions, 2012 is about ensuring we continue to deliver breakthrough work that demonstrates that PR and what we do makes a difference to a Clients overall campaign and bottom line.

This article was first published on prweek.com