B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 39
Category 21:
39
Best PR agency
Winner: IAS B2B Public Relations
I
AS B2B Public Relations has celebrated secured press interest in the months before
its most successful year since it was and after the show and resulted in 506
founded 35 years ago. Over 40 per cent editorial items published. The equivalent
of IAS PR clients have been with the exposure in advertising would have cost
company for five years; four clients have £1,132,500. Ross Sturley, marketing
provided over a decade of continuous director of Emap Construct, Interbuild,
rolling fees, while new clients have not been says, “Test the Trades exceeded our
overlooked with six account wins in the last expectations. IAS distinguished itself as
12 months. With 30 per cent growth and creative, knowledgeable, connected and
billings of £1.6 million, it’s little wonder that hard-working. We think of them as part of
IAS ranks sixth in PR Week’s list of top the Interbuild team, not just an arm’s-
agencies outside London. UK’s largest building show. Trade end- length agency.”
users visited the show, but its dynamics
Recent campaigns had been changing and an increasing Therefore ERGO
IAS suggested a strategic PR proposition of number of middle management had begun Bahco make high-quality, ergonomic
actions rather than words for insulation to attend. Interbuild needed to get back to handtools with a difference. IAS
manufacturer Rockwool, which wanted to its roots and demonstrate the show was positioned Bahco as an authority on
distinguish itself from plastic foam about the trade people who purchased repetitive strain injuries and educated
manufacturers. The integrity of the product and used building products every day. the company’s target audiences about
was to speak for itself. Under test, plastic IAS devised ‘Test the trades’, a national the importance of protecting their
foam burns aggressively, posing a hazard to competition to appeal to builders, occupational health through investing in
public safety. To prove Rockwool’s plumbers, electricians, flooring contractors ergonomic design.
superiority in this area, a live fire and roofers. All competed in a head-to-head Barry Ross, marketing manager at
demonstration was staged at Wembley series of practical challenges in a bespoke Bahco, says, “IAS succeeded in penetrating
Arena. The plastic foam burnt within trade arena. Craig Phillips, former a vital new market for us, one that will help
minutes while Rockwool remained inert. As bricklayer and celebrity builder, was guarantee our future presence in the
a result, Rockwool dominated the trade hired to host the competition. The winner handtools market. IAS thought outside the
media for over six months with 173 was crowned Britain’s most skilful trade box to deliver a low-cost PR programme
editorial items published over the six- team. Media partners were brought on that worked on many different levels: at one
month campaign. board to represent trade categories and end with our loyal professional trades, and
contestants were selected from the at the other end with apprentices. The two-
Taking a stand readership in a vote-off. pronged approach has so much mileage
Interbuild, organised by Emap, is the The media partnership approach moving forward.”
Runner up: Man Bites Dog
F
ounded by Claire Mason in 2005, engagement with external messaging gave
Man Bites Dog (MBD) was named us a powerful platform from which to build
PR Week’s new consultancy of the our profile in our market.”
year in 2007 and recognised by The Homes MBD’s work for architecture and
Report as one of Europe’s outstanding design company Gensler helped publicise
PR consultancies. the link between office design and
productivity for the first time. ‘These
Recent campaigns four walls’ campaign was recognised
MBD’s campaign ‘Dangerous liaisons’ by Gensler as the most successful PR
launched the Hay Group’s merger and campaign in the history of the firm.
acquisitions consulting practice by “MBD put a substantial business case
proving 91 per cent of mergers fail behind Gensler’s design philosophy:
and Hay Group’s intangible assets workplace interiors have a direct impact personal development supported by
integration was the key to merger on business success,” says Alessandra internal training workshops, six monthly
success. Deborah Allday, director at Almeida Jones, head of communications appraisals and a mentoring system.
Hay Group, says, “Working with MBD at Gensler. “Its approach helped us create MBD’s specialist sales proposition
enabled us to build our reputation and a strategic business tool to enhance our has proved highly effective. The agency
promote our EMEA M&A practice. reputation and promote its services. Media has always been profitable, has never
We received more than the expected coverage has raised awareness of Gensler required external financial support, and
return on investment since we co-opted the as thought leaders in interior design. has no debts. MBD has grown consistently
research PR material to use internally for MBD invests £2000 per employee per and its profit margins are four times the
educating our consultants. Aligning internal year in external training, with continuous industry average.
B2BM AWARDS 08 – www.b2bm.biz
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