The 10 Most Disruptive PR and Marketing Agencies 2021 August2021

DrRoland

heinternethasseenahugeevolutionoverthe

Tpastfewyears.Thedigitalmarketingsector isever-growingandhasstartedtoprovide betterROItoallkindsofbusinesses.Ithasseenfaster developmentsandisoneofthemostprofound marketingtechniquestopromotebusinesses,brands, orproducts.

Whetheryouareastartuporawell-establishedbrand, employingdigitalmarketingtechniqueswillbehighly beneficialtoyourbusiness.Youcan’tignoreor overlookthesignificanceofdigitalmarketinginthis internet-crazedworld.

Hence,inthisonlineworld,ifyouwanttoputyour productorserviceinfrontofyourtargetaudience,it isimportantthatyouengagewiththemthroughthe rightchannels.Afterall,DigitalMarketingisallabout matchingthecontentwiththerightchannelatthe righttimeforoptimalresults.

Today,DigitalMarketinghasevolvedintoabroad termthatcoversawidearrayofpracticesandtools usedtohelpaproduct/serviceacquireahighranking invarioussearchengines,improvevisibilityand increasetraffictoasite.

LeadingClientstowardsZenithsthroughFact-DrivenPRStrategies

DrRolandHeintze

Withoutanydigitalhelp,itmightnotbepossibleforyour businesstomakeanonlinepresencewhichiscrucialthese daysifyouwanttogeneratetargetedtrafficandconvert visitorsintopayingcustomers.PR,SMM,SEO,PPC, EmailMarketingandAdvertisingarethemostusedDigital MarketingChannelsforachievingspecificbusiness objectives.

Thereisnodoubtthateachdigitalmarketingchannelis vitalinordertopromoteyourbusiness.However, businessesneedsomeonewhoactsastheircatalysttomake thingshappen.That’swhyyoumustchooseanexperienced andreliablePRandMarketingAgencyforyourbusiness.

Therearemanypublicrelationsagenciesthatworkto attractcustomers’attentiontowardscompaniesbyusing differentPRstrategies.Bygeneratinginformativeandhighqualitycontent,theyworkhardtoenhancetheirclients’ businesses.Theseagenciesalsoimprovethepromotional

strategiesoftheirclientsinordertoraisebrandawareness andmarkettheirproductsorserviceseffectively

Here,InsightSuccesshasunveiledthelatestcatalogofthe MostDisruptivePRandMarketingAgencieswithastrong footholdintheindustry.Theseorganizationshaveaproven experiencewiththeseservicesandhavethereforebeen successfulinprovidingthebesttotheirclients.

Sumita Sarkar

Contents

Featuring BriefCompanyName

1Milk2SugarsInc. 1milk2sugars.com

AxiaPublicRelations axiapr.com

PriyaChopra PresidentandFounder

JasonMudd CEOandManaging Partner

1Milk2SugarsCommunicationsisamarketing&communications agency,brewingthebrandbuildingstoriesoftomorrow

AxiaPublicRelationsistheexpertpublicrelationsfirm selectedbyForbesmagazineasoneofAmerica’sBestPR Agenciesfor2021.

BrooklinePublic Relations,Inc. brooklinepr.com

CASACOM casacom.ca FaktenkontorGroup faktenkontor.de

MattePR mattepr.com

ShaunaMacDonald PrincipalandFounder Marie-JoséeGagnon CEOandFounder

BrooklinePublicRelations,Inc.isoneofCanada'sleading boutiquepublicrelationsagencieswithasuperiortrackrecord forplanningandexecutingaward-winningpublicrelations programs.

CASACOMisaleadingindependentCanadianpublicrelations andintegratedcommunicationfirm,drivenbydata.

MekkyMedia Relations,Inc. mekkymedia.com

DrRolandHeintzeand JörgForthmann ManagingPartners HeidiRuggier President

FaktenkontorGroupsupportsitscustomerswithproven industryexpertiseinusingconvincingcontenttonavigatethe rightplatforms,beitprintoronline,andthetargetgroups relevanttothemtomovetoaction.

MattePRisanaward-winningpublicrelationsfirmworkingto deliverinsightsandidentifyingopportunitiesbybringingtalent togetheracrossdepartments.

Milk&HoneyPR milkandhoneypr.com

ThePRDepartmentInc prdepartment.ca

YuluPublicRelations yulupr.com

MichelleMekky CEOandFounder KirstyLeighton FounderandCEO BrigitteFoisy President

MekkyMediaRelationsisaboutiquepublicrelationsagency providingexpertguidanceinpublicityandcommunications strategiesbasedontrustedexperience,innovativeideasand personalizedattention.

Milk&HoneyPRisanenergeticLondon,NewYorkand SydneybasedPRagency.Managingandnurturingreputations forambitiousgrowthcompanies.

ThePRDepartmentIncpartnerswithitsclientstobecomepart oftheirteam-theirinternal"PRdepartment"-andworktogether toachievetheircommunicationsandmarketingobjectives.

MelissaOrozco CEOandChief ImpactStrategist

Yuluisanaward-winningPR&impactrelationsagencywitha missiontochampionsocialinnovationbysharingstoriesthat matter.

LeadingClientstowardsZenithsthrough Fact-DrivenPRStrategies

Wepower fact-based communications strategiesforourclients andsupportthemin reachingandmaintaining sustainablereputation goals.

“ “

Hasiteveroccurredtoyou howtheworld'smost renownedbrandsbecame so?Howweretheydiscoveredby peopleinthefirstplace,beforeeven becomingtheirfavouritebrands?Itis mostcertainlythequalityand authenticityoftheirproductsand services,butthequestionremains, howdidpeopleknowaboutthese USPs?

PRandMarketingistheevident answerandhasaninherentpower thatcannotbedisregarded.Andthis editionbyInsightsSuccess, The 10 Most Disruptive PR and Marketing Agencies 2021,placethespotlighton organizationsthathavebuilt unwaveringexpertisearoundthe niche.

Inourendeavourtowardsseeking suchinnovativecompanies,we crossedpathswithFaktenkontor GmbH,isaseasonedPR consultancygroupexhibitingits proficiencyincateringtolikesof corporatecommunications,topic leadershipandreputation management.

Inthefollowinginterview,Dr RolandHeintze,theManaging PartneratFaktenKontorshareswith usindetailaboutthecompany's journeyinthePRandMarketing spaceandhisopinionsaboutthe marketthatthecompanycatersto.

Belowarethehighlightsofthe interview:

Pleasebriefouraudienceabout Faktenkontor,itsUSPs,andhow thecompanyiscurrently positionedasaleadingplayerin thePRandMarketingspace.

FaktenkontorisaPRconsultancy

GermanPRsectorthroughour strictlyfact-drivenapproachto tailoringholisticcommunication strategies.Ourmission: Excellence create values

Whatotherservicesdoesyour companyoffer,andhowarethese makinganimpactontheindustry andyourclients?

groupwithmorethan18yearsof experienceincorporate communications,topicleadership andreputationmanagement.Werely onthepoweroffacts,becauseifyou havenothingtosay,youwon'tbe heard–neitherbyjournalistsand multipliersnorbyyourown customers.

Wepowerfact-based communicationsstrategiesforour clientsandsupporttheminreaching andmaintainingsustainable reputationgoals.Ourteamsof specializedexpertssupport companiesinfinancialservices, healthcare,consulting,and technology

Faktenkontortakesaholistic approach,alwaystakingintoaccount traditionalanddigitalmediaaswell aspersonalrelationships.Ourtrack recordincrisiscommunications standsoutexceptionally Weemploy AI-supportedmethodologyforour individuallytailoredanalyses.Andin additiontoourcoreconsultancy services,weareacampaigning powerhouseforstrategicdigital communicationsandcontent creation.

Inshort,Faktenkontordistinguishes itselffromotherplayersinthe

Faktenkontorisoneofthefastest growingagencygroupsinGermany. PartofourGroupisMunich-based Akima–specializedintech communications.Deepdigitalareour expertsfordigitalstrategyand execution.TheIMWFInstitute providesartificialintelligence analysisandevaluationoflargedata sets.

Wecanthusofferourcustomersall theservicestheyneed.Fromthe analysisofthetargetgroupandthe topicsthatareimportantforthe company,tothecreationof communicationsstrategiesand campaigns.Kompaktmedia specializesinpolitical communicationandsocialmarketing. Theaimistowinnewcontractsin thepublicsectorandexpandexisting ones.

Beinganexperiencedleader,share withusyouropiniononwhat impacthavetheadoptionof moderntechnologiessuchasAI, bigdataandmachinelearninghad onthePRandMarketingniches andwhatmorecouldbeexpected inthefuture?

Faktenkontorisapioneerinthefield ofArtificialIntelligenceandBig DataanalysisintheGermanspeakingareaofPRwiththe foundingoftheInstitutefor

Inadditiontoour coreconsultancy services,wearea campaigning powerhousefor strategicdigital communicationsand contentcreation.

“

“

ManagementandEconomic Research(IMWF).

Theintroductionofmodern technologiessuchasartificial intelligenceandBigDatacontribute tothepossibilityofindividualtarget groupanalysisandprecisereputation measurement.ThisallowsPR measurestohavemoreimpact,asthe corporateenvironment,public opinion,targetgroupandtrendscan bepreciselydefined.Itisthus possibletocarryoutpersonalisedPR measures.

Contentandtopicscanbeidentified thataredangerousorusefulfor corporatecommunication.This informationisgeneratedfrom millionsofinternetarticlesorposts. Anotherexampleoftheimpactand importanceofartificialintelligenceis sociallistening.BasedonanAIpoweredradar,itmeasuresinreal timehowthereputationof individualsandcompanies

Faktenkontorisincreasingits investmentsinartificialintelligence. Thus,thetoolsforAIresearch, whichalsoincludemarket,media resonance,andcommunication environmentanalyses,arebeing furtherdevelopedinatargeted manner.Theyformthebasisofthe agencygroup'sconsultingbusiness, especiallyinreputationmanagement andcrisisdefenceAIhelpstoensure thatacampaignissuccessfuland willbecomeprevalentinPRinthe future.

So,inthenextfewyears,theworkin PRwillchangesignificantlywithit. PRwillmergewithdisciplinessuch asmarketing,research,advertising, etc.intoasingledata-driven corporatefunctioncontrolledby algorithms.

Takingintoconsiderationthe currentpandemic,whatinitial challengesdidyoufaceandhow didyoudriveyourcompanyto sustainoperationswhileensuring safetyofyouremployeesatthe sametime?

ForFaktenkontor,thepandemic broughtaboutsomechanges.Wehad todevelopahygieneconceptfor around140employees.Wemadeit possibleformanyemployeestowork fromhomeoffice.Thiswaywe reducedthenumberofpeopleinthe officeandcouldcontinuetobea reliablecontactforourclients.

Initialsmallchallengeswerealso quicklysolved.Thecoordinationof employeesonprojectswascarried outviaMicrosoftTeams.Likewise,

thecloseexchangewithourclients viacommunicationsoftware,as travelandpersonalappointments werenolongernecessary.Duetothe flexibleandquickadaptationtothe pandemic,itwaspossibletoensure close,trustingcontactwithour clients.Allemployeeswere guaranteedhealthandprofessional safety.

Whatwouldbeyouradviceto buddingentrepreneurswhoaspire toventureintothePRand Marketingspace?

Onethinghasbecomecleartimeand again:thePRindustrywillalso changesignificantlyinthenextfew years.Thereareseveralreasonsfor this,suchasadvancingdigitalisation,

Weareveryconfident thatwewillachieveour goalsin2021andbe abletodevelopfurther inareassuchasartificial intelligenceorpolitical communication.

“ “

JörgForthmann ManagingPartner

DrRolandHeintze MangingPartner

thegreaterimportanceofartificial intelligenceandbigdata,andthe developmentofcompaniesand society.

That'swhyit'shardtoadvise buddingentrepreneurs.At Faktenkontor,wehavebuiltupa goodimageintheGerman-speaking worldthroughreliableandexcellent work.Byexpandingourcapabilities incertainareas,e.g.,withthe acquisitionofTIQSolutions2020, wehavepositionedourselvesvery professionallyready.

Nowadays,abroadprofessionalbase isofenormousimportanceinthePR industry.Competitionistoughand onlythosewhocanbackuptheir recommendationswithnumbersare successful.

Howdoyouenvisionscaling Faktenkontor'soperationsand offeringsin2021?

Thedevelopmentofthelastfew yearsshowsacleartrendat Faktenkontor: we are growing!

Wehavebeenabletoincreaseour turnoverfromyeartoyear, Faktenkontornowemploysover100 peopleinHamburg,Munich, Frankfurt,andBerlin.Justin2020, theBerlinagencyKompaktmedia joinedtheFaktenkontorGroup.

EvendespitetheCOVID-19 pandemic,wewanttodefendand expandourpositioninthePR industryin2021.Wewantto continuetodesignsuccessful,goaloriented,andfact-basedPRforour clients.Weareveryconfidentthatwe willachieveourgoalsin2021andbe abletodevelopfurtherinareassuch asartificialintelligenceorpolitical communication.

Abouttheleaders

DrRolandHeintzeisapoliticalscientistandmanagingpartnerof FaktenkontorGmbH.Hecompletedhisstudiesinpoliticalscience andhistoryattheUniversityofHamburg.Afterasound journalisticeducation,heworkedasafreelancejournalist,among othersforleadingDieWelt,WeltamSonntagandFinancialTimes Deutschland.

From2000to2003,heworkedaspressspokesmanforMummert ConsultingAG.In2003,Dr.RolandHeintzefoundedwhatisnow FaktenkontortogetherwithJörgForthmann.In2013,he completedhisdoctorateattheHumboldtUniversityinBerlinon thetopicofe-campaigningandtheroleoftheinternetinparty electioncampaigninginGermany.From2015to2020,hewas chairmanoftheChristianDemocraticUnioninHamburg,from 2004-2015hewasmemberofthestateparliamentofHamburg.

DrRolandHeintzeisresponsibleforsalesandtheconsulting businessoftheFaktenkontorGroup.Togetherwithhisteam,he developscommunicationconceptsandrealizestheconceptsin successfulcampaigns.

JörgForthmannisagraduateindustrialengineerandmanaging partnerofFaktenkontorGmbH.Hereceivedhisjournalistic trainingatAxelSpringerVerlag.Afterthatheworkedasa freelancejournalistfortheHamburgerAbendblattandasaPR consultantinHamburg,amongothers.Hethenworkedinthepress andpublicrelationsdepartmentofNestléDeutschlandAG.

Duringthistime,hemanagedcommunicationcrisesasaresultof plantclosures,foodextortionandgeneticengineeringdisputes withNGOs.Sincethen,Forthmannhasactivelyaccompanied morethan100crisescommunication.Hisfieldofworkincluded corporate,brandandcrisiscommunication.From1999to2002he washeadofcorporatecommunicationsatMummertConsulting AG.

In2003,JörgfoundedMummertCommunications,now Faktenkontor,togetherwithDrRolandHeintze.Jörgisresponsible fortheanalysisandacquisitionofnewcustomersandsales markets.

JörgForthmannisresponsibleforanalysis,artificialintelligence, andthebusinessdevelopmentofthegroup.Togetherwithhisteam driveourdigitalinnovationandopensupnewsalesmarkets.As authorandeditorofarticlesoncrisiscommunication,healsoleads seminarsonpressrelationsandcrisiscommunication.

Brandbuildingisanessentialpracticeforabusiness tohavegreatgoodwillandexpandthebusiness further.Intoday’sworld,digitalmediaplaysa crucialroleinaccomplishingthistask.However,itis importanttounderstandwhatdirectiontogointohavethe rightmediacoverage.

MattePRisafirmthatspecializesinbuildingareputation foritsclients.Itisa360°consultancyworkingtodeliver insightsandidentifyopportunitiesbybringingtalent togetheracrossdepartments.Throughresults-driven campaigns,thefirmassistsclientstoimprovetheirpublic relationsandidentifyopportunitiestoexpand.

MattePRisheadedbyHeidiRuggier,theFounderand President

Inthefollowinginterview,Heiditellsusaboutthe company’sjourney,heropinionaboutthecurrentscenario ofthePR&Marketingspace,andherfuturevisionforthe company

PleasebriefouraudienceaboutMattePR,itsUSPs,and howthecompanyiscurrentlypositionedasaleading playerinthePRandMarketingspace.

MattePRisafull-servicepublicrelationsagencyelevating leadingglobalbrandsandlocalindependents.Wedrive successthroughsecuringqualitystrategicplacementson traditionalanddigitalmediaplatforms.Ourprogramsare structuredtodrivebrandawarenessandgrowththrough thoughtful,dedicatedpublicrelations. WeareprivilegedtoworkwithbrandslikeAfterpay,Engel &Völkers,nixit,TorontoFashionIncubator,andmore.We

Elevating Clients With Impactful PR

alsorepresentindependentfashionbrandslikeHania KuzbariJewelry,UnknownArticles,andYapSisterStudio.

MattePRisbroughttoyoubythehardworkand collaborationofaneclecticgroupofpeople.Onethingwe haveincommonisourcommitmenttoleavingtheworlda betterplacethanwefoundit.It’simportanttoustobe mindfulofourrelationshipwithourcommunity,bothlocal andglobal.ThisiswhyIcreatedTHEDEAL,agive-back pledgethatseesthecompanydonate3%ofitsannual revenuetocausesimportanttopeopleandourplanet.

First,weareproudpartnersof1%forthePlanet.That means1%ofyourpurchasewithusisdistributedtoagroup ofimportantenvironmentalorganizations.Treatingpeople withdignityandrespectwhileworkingtowardsequity,no matterwhatisimportanttous.Thisiswhywechooseto give1%toMigrantOffshoreAidStation(MOAS),an internationalhumanitarianaidorganizationdedicatedto helpingtheworld’smostvulnerablecommunities.

Lastly,1%isdonatedtoCanadianorganizationsfightingfor LGBTQ2S+rights,women’srights,racialequity,and endinghomelessness.

Whatotherservicesdoesyourcompanyoffer,andhow arethesemakinganimpactontheindustryandyour clients?

Ourintegratedapproachtocommunicationscombines mediarelations,digital,e-commerce,andcreative production.Theresultsareaward-winning.Thisyear,Hania Kuzbari’sretaildebutinCanadawonMattePRaCPRS AceAwardforBest‘Pivot’.

Building Brands

Katelyn Castellano, Senior Vice President, Marketing, Engel & Völkers – “Matte PR continues to be an ideal partner and a true extension of our brand. The team has become subject matter experts in luxury real estate and trends to support our brand needs in developing dynamic content and notable media placements that continue to drive our business forward.”

Rachael Newton, Founder, nixit – “Americas Matte PR have been a joy to work with - it has been so nice to find a company that aligns with our values so wellthis makes them fantastic advocates of our brand. Their deep connections within the Canadian media landscape and innovative ideas have directly resulted in some great press”

nixit’sCanadianlaunchsawuswinaBulldogAwardanda CPRSAceAward.TheseawardsrepresentMattePR’s commitmenttoourclientsandtoadvancingthefieldof publicrelationsthroughourcreativeandenterprising approachtoPR.

Ourclientshadmajorwinsthisyeartoo.Welaunched AfterpayinCanadainfall2020.Today,itisCanada’smost visitedandmostused‘BuyNowPayLater’.Andafterone yearofworkingwithus,nixitwasnamedoneof2021’sTop 50MostImpactfulCompaniesinCanadabyBayStreet Bull.

Heidi,pleasebriefusaboutyourprofessionaljourneyin thePRandMarketingindustry,andhowyouhave contributedtothecompany’ssuccess.

PrevioustoMattePR,IworkedatBudmanandAssociates (laterrenamedBudmanPR).ThelateNinaBudmantaught meeverythingIknowaboutPR,andI’mforevergratefulto herforherwisdomandcommitmenttomentorship.I continuetopayitforwardthroughbeingamentorwith TorontoFashionIncubator,Ryerson’sFashionZone, CanadianGay,andLesbianChamberofCommerce,and ForumforWomenEntrepreneurs.

In2016,BudmanPRbecameMattePRwithmeatthe helm.Sincetherelaunch,MattePRhastransformedits scopefromatraditionalmediarelationsshoptothefullserviceagencyitistoday.

AsidefromoursuccessinthePRrealm,oneofthethings I’mmostproudofisGlossiMag,anonlinepublicationwe launchedintandemwithMattePR.Itspurposeisto connectuswithlike-mindedpeople,byexploringideas impactingandchangingourlives,frominnovativefashion anddesignconcepts,notablearts,andcultureinitiatives,to interestingpeopleandplaces.Thecontentisambitious, imaginative,

aestheticallystunning,andatthecuttingedgeofartand culture.

Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdata,andmachinelearning hadonthePRandMarketingnichesandwhatmore couldbeexpectedinthefuture?

Automationhelpsusbemoreefficientandworksmarter, freeingupmoretimeforustocultivaterelationshipswith peopleandbuildnewrelationships.Machinelearningwill neverreplacethehumantouch,butitdoeshelpplanahead, measureresults,andfreeuptimespentonbusywork.

Whatautomationcan’tdoishelpustounderstandthe complexitiesofthehumanexperienceortrulypersonalize communication.Inthefuture,Iexpectincreaseddemand forPRexperts,especiallyasautomationcontinuesto proliferate.

ItwillbeimportanttocontinuetoengagewithPR professionalsthatareonthecuttingedgeofadaptingtothe newwaysaudiencesengagewithmediaandtechnology.

Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyoufaceandhowdidyoudrive yourcompanytosustainoperationswhileensuringthe safetyofyouremployeesatthesametime?

Thepandemicdefinitelycreateditschallengesforus, especiallyattheonset.Lookingback,Ilovewhatithas donetoourcompany’sculture,systems,andoverall mindset.Thosefirstfewmonthsforcedustorecalibrateour operations,systems,andclientmixandithasmadeus better,faster,andstronger

2020wasnotourworstyear.Infact,itturnedouttobeone ofourbest.Wewelcomednew,notableclientsandwona fewawards.I’mgratefultomyteamfortheirhustle.Our successistrulytheresultofateameffort.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace?

ForthosewantingtostarttheirownPRpractice,knowwhat youlikeandbechooseywithwhoyouworkwith.Always workwithproducts,services,andentrepreneursyoubelieve in.It’snotaneasycareer,butit’ssuperrewardingandyou willneverlivethesamedaytwice.

ForthoselookingtobreakintothePRindustry,seekout seniorPRpeopleandlearnasmuchasyoucan.Knowthat learningtakestime,sodoyourbestandbeeager,attentive, andconscientious.Therestwillfallintoplace.

Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?

MattePRisscalingtoexpanditsrangeoffashionservices, helpingCanadianbrandswitheverythingfrome-commerce toexport.We’realsoexpandingourrosteroftechnologydrivenbrandsplayingintheretailandrealestatespace.

Successismeasuredthroughbothgrowthandsocial objectives.Givingbacktoourlocalandglobal communitiesisnowbuiltintoourbusinessmodelandwill continuetobethatway

2021|www.insightssuccess.com

INGE

MARTECH

All you need to know!

Ifyoueverhaddoubtsofyourbeingatthecentreofan existence,now’sthetimetogetitclear.

Intheworldofsales,marketing,leads,business,and growth,YOU,THECONSUMER,AREATTHECENTRE OFEXISTENCEOFANENTERPRISE!Youcouldbe consumingnexttozerobutwhatmakesyouthinkyou wouldcontinuetodosoforever?Shampoosdidn’tselllike helltilltheyweresqueezedoutofbottlesandstuffedinto smallsachets.Thesedays,it’ssaidthateventhebottomof thebarrelexistenceconsumesshampooinsomequantity!

Thatsaid,howdoyoutapintotherightbandofclientele whenyoucomeupwithanewproduct?That’swhenyou starttouseeverytoolandmeanstooptimize,sharpen(yet simplify)marketingandsaleseffortssothatyougettoyour intendedcustomersattheearliest(beforeothersdo)inthe leastpossiblepricewhileunderstandinginalltherelevant detailswhatyourcustomer’sgrouseis,andwhatthey expect.Thelast,i.e.,collectionofcustomercomplaintsand feedbackwhilepartofindividualcampaigns,continuesto beanever-endingexerciseinbrandsconsolidatingtheir positions.

Insum,theuseofeveryinitiative,tools,effortsandmeans includinginformationtechnologyanddigitalmeans

towardsthegoalofmarketingone’sproducts,servicesand experienceswhichincludesreceivingandperusing feedbackandcomments,comesunderthepurviewof MarTech.

WhyMarTech?

Everyenterprisecomesabouttoserveaninterestandearn throughit.Thisappliestoeveryindustry&consequent customerhowsoeverinelastictheproductorrelationbe.

Eveninindustrieswherecustomer-supplierrelationis writteninstone,there’salwaysthescopeofdoingthings betterwithnewerinitiativesandareas-providedsuppliers areawareofneedsandcansupply.Knowingthe what and why ofdemandcomeswithintheinformation-gathering scopeofMarTech.Thesedaysbesidesaclear understandingofwhatcustomerswant,arichexperience remainscentral.Distillingthemdownfromvariedsources ofinformationandformatistheworkofmarketing technology

Besidesbriningnewerclientsinanever-changingand evolvingscenario,MarTechincreasesthepossibilityof retainingandgrowingthesamesetofclientsfornewer productsandservices,andsometimesevenproductsthat areradicallydifferentfromtheexistingone.

FactoringincompetitionisanotherreasonbehindMarTech. Thereisn’tevenasinglesectorthatdoesn’tseecompetitionin somewayortheother.Anexampleofcompetitionacross sectorsisinthefieldoftransportation.Railwayscan’tbeatair travelintermsofspeedbutcanofferservicesincluding overnightjourneysthatcouldretainclientswiththecarrotof lowercosts.Butforthattherailwaysmightneedtoknowhow manyclientswouldconvert,atwhatpriceandwithwhat additionalservices-informationforwhichcouldcomefrom MarTech!

Customersspeak,andnotalwaysinfavourofmarketers.What itmaycallforistherightMarTechsupporttoconvertirate customersintoprofitableclients-providetheirgrouseand commentsarereceivedattherighttimeintherightformatfor therightactionattherighttime.

WhatliesatthecentreofMarTech?

AtthecentreofeveryMarTechinitiativeistheclient/ customer

Andthewaytoreachtheclient/customerisbymeansof decodingthedatathathe/she/theygenerate,beit independentlyorasaresponsetomarketer’sovertures. Whilesendingmarketing-relatedmessagesandreceiving feedbackandcommentsbeitdigital(whichthesedaysit mostlyis!),itistheuseoftechnologytocollect,storeand deploydatathat’smakingtheessentialcut.

Ofthese,storingofdatamaystillbeseenasadatedactivity butwhat’schangedistheuseoftherightsolution(software, AI,machine-learning,big-dataandwhathaveyou)intheform ofproductsincludingSalesForce,MarketoEngage,HubSport MarketingHub,CampaignMonitorthatareincreasinglybeing usedinadditiontoHyperlocalCRMstodeciphercustomer needsandeithermakechangesinproductsandservicesor providernewerproductstocustomersforabetterexperience.

HowcanMarTechbefine-tunedforbetteroutput?

MarTechcanbefine-tunedintwoways:

• First,keepincreasingthemeasureandmeanstocollect informationaboutcustomersandtheirpreferencesandwhat theyhavetosayabouttheproduct.Thesecouldsometimes alsoincludeold-worldwaysofsendinglettersandsnailmail-whichsurprisinglyisn’taffectedbyspam!Director indirect,everymeanstogetcredibleinformationshouldbe lookedupon.Becausemoretheinformation,morethe chancesoffindingnewerandbetterinsights.

• Second,andthisflowsdirectlyfromtheoutputofthe first.Usinginsightsfromsystemsthatformpartof MarTechthesedays,marketersoughttosharpentheir approach-includingsendinglesserstufftocustomersand likelyconverts.

• Investinthelatesttechnology!SAASasameanshas broughtthemightytothedoorstepsofthesmallwhich meanseveryonecanuseadvancedmeansthelikesof Salesforcetoforcetheirsalesandmarketingeffortsto becomemoreincisiveandstreamlined.Thatsaid, informationoverloadremainsapossibilitythatneedsto belookedintoinordertofilterinformationthat’s necessary

WhatcanderailMarTech?

ArtificialIntelligencealwaysfailsinthepresenceofhuman stupidity.WhileMarTechmightgivethebestofinsights andtrends,whatneedstobedoneonahumanlevelisto leveragethisinformationtocreatetherightengagements, bothonlineandoffline.Onlineaswearetooaware,this sometimesmeansanoverdoseofemailmessageswhichin timeisdeemedspamandgoesdirectlyintothetrash draggingtheentireeffortsinthatdirection.

Offlinethissometimestranslatesintoaletterboxfullof trash.Thesamealsocomestousinotherformsincluding newspaperinserts,WhatsAppmessagesandthelikes. Wouldn’titbebetteriftheentireeffortsarerelookedat,and somethingdonesothatmessagesgoONLYtothoseto whomitmatters?Thatsaid,everymeansshouldbe employedtomakecommunicationsharpintheirscopewith verylessroomforerrors.

There’salsotheissueofoverlapincommunicationthat needstobeaddressedquicklywhichhasthepotentialof irritatingacustomersomuchthathe/she/theycompletely switchoff!

Thewayforward?

MarTechisheretostayandhasthecompanyofhigh-end technologiesincludingAR,VRandMRbesidesVFX,3D andeverymeanstomakecommunicationadelight.But again,discretion,planningandartistryalwayswinsover bullheadedness.Whatmaycomeaboutisextreme customizationofmarketinginformationinthedaystocome andinawaywouldbegoodforallasitwouldhavethe abilitytocustomizecommunicationtoaverylargeextent whichwouldmeantherighteffortsfortherightoutput.

-M.Purushoutham

Milk & Honey

Many of our clients already have the values and desire to begin this journey, but they don't know how to turn these values into action. As consultants, it's our job to help them on this journey.

Leighton

and Founder

ublicity is absolutely critical. A

Pgood PR story is infinitely more effective than a front-page ad."

BritishbusinessmagnateRichard Branson,thefounderoftheVirgin Grouphasaptlyputtheimportanceand necessityofpublicrelationsinany business.However,justasother businesseseveryPRfirmcomeswith uniqueapproachesandofferingsthat makethemstandoutfromthe competition.

Milk&HoneyPRbasedinLondon, UKstandsoutforitspassionfor creativityandpeople-firstapproachin service.AbrainchildofKirsty Leighton,FounderandCEO,Milk& HoneyPRisknownforpavingthe pathofsuccessforitsclientswhichhas helpedthecompanyestablishitsname intopPRfirmsintheUK.

Readthefollowinginterviewwhere Kirstyshareshowherzestforcreating somethingofherownledtoMilk& HoneyPRandhowthecompanyhas thrivedsinceitsinceptionnowaiming towidenthecompany'sreachto supportthesuccessofmoreindividuals andbusinessespost-pandemic.

PleasebriefouraudienceaboutMilk &HoneyPR,itsUSPs,andhowthe companyiscurrentlypositionedasa leadingplayerinthePRand Marketingspace.

IfoundedMilk&HoneyPRin2017to createalandofopportunitywherePR isdonedifferently.Here,westartwith people,notnumbers.Passionand creativityareprized,andwealwaysgo theextramileforourclients.

Inpractice,thislookslikearangeof things.In2019,wesetourselvesapart bybecomingoneofthefirstfivePR

agenciestoearnBCorpstatus-a celebrationofcompaniesoperatingto thehighestenvironmentalandsocial standards.Lastyearweearned accreditationto Investors in People, puttingusinthetoptwopercentof companies.

Weseethesethingsasthebaseline,not thegoldstandard.Webringthis dedicationtoourclientsandachieve industryrecognitionforover90 percentofthosewhowe'veworked withforoverayear.

Whatotherservicesdoesyour companyoffer,andhowarethese makinganimpactontheindustry andyourclients?

Alongwithouraward-winningPR services,ourteamalsobringsan award-winningelementtoourdigital campaigns.Recently,wewere shortlistedforthe'BestUseofContent MarketinginaCampaign'awardfrom thePRCADigitalAwards,reflecting ourteam'sconstantcommitmentto bringingthebestvaluetoourclients. WeknowthatPRisnotavacuum,so wedon'tjustworktogetresultsforour

clients,butwechangethewider industryaswell.Withthisinmind,we havecommittedtoreachingouttoour formerschools,workingwithinner citygroups,diversitycharities,and startingourwebinarseries.Allofthis istoreach250diverseindividualsand supporttheirsuccessinPRby2025.

Briefusaboutyourjourneyinthe PRandMarketingindustry,and howyouhavecontributedtothe company'ssuccess.

BeforefoundingMilk&HoneyPR,I wasanMDatHudsonSandler.Their clientlistwasenviableandmytimeat theagencywasextremelyexciting,but secretlyIyearnedtodosomethingon myterms.That'swhyIstartedMilk& HoneyPR.Iwantedtocreatealand opportunitywherepeoplecomefirst, andourclientsarecelebrated.With thismindset,theagencyhasgrown fromoneto31internationallyinjust fouryears.

We'vemanagedthisgrowthby involvingallofourteaminashared goal.Aftertwoyears,everyoneis eligibletobecomeaco-owner,giving

themastakeinthewaythebusinessis run.Butwealsoinvestbackinour team.

In2020,wegainedaccreditationto InvestorsinPeople,puttingMilk& HoneyPRinthetop1.5%of businessesintheUK.Itisbecauseof thisthatwehavemanagedtocreatean atmospherewhereourteamcangrow andthrivetogether.

Beinganexperiencedleader,share withusyouropiniononwhatimpact havetheadoptionofmodern technologiessuchasAI,bigdata, andmachinelearninghadonthePR andMarketingnichesandwhat morecouldbeexpectedinthe future?

Overthelastyear,wehaveseena massiveimpacttechnologyhashadon

ourindustry.Thoseofuswhohave beenabletohandlethetransferto remoteworkinghasbeenabletothrive inthepandemic.Butwhat'smost impressiveishowthishasimpacted globalclientrelationships.Remote workersaren'tadd-onsanymoreand clientrelationshipshavebecomemuch easieronaglobalbasis.

Withfuturetechnology,Icanonly expectthistrendtocontinue.The physicaldistancebetweenusandour clientsmaynotclose,butcloser communication,betterconference software,videonetworking,anddata sharingwillallpowertheindustry forward.

Takingintoconsiderationthe currentpandemic,whatinitial challengesdidyoufaceandhowdid youdriveyourcompanytosustain

operationswhileensuringthesafety ofyouremployeesatthesametime?

Wehavemanagedtonotonlysurvive inthepandemicbutalsothrive.Thisis becauseweputourpeoplefirst.Atthe beginningofthefirstlockdown,we institutedgrantstopurchase17pieces offurnituretobuildhomeoffices acrossthecountry.Weknewwewere inthisforthelongrun,andourteam neededtobeascomfortableaspossible intheirnewhomeoffices.From ergonomicchairsanddeskstonew computers,wemadesuretheyhad whattheyneeded.

Thedifficultyforus,likemost agencies,waskeepingasenseof communitygoing.Wedidn'twant anyonefeelingisolatedinlockdown, sowedoubledourteams'connections, beganamonthlybookclub,started

morningyogasessions,andeven hostedaMilk&Honeygameshowor twotoraisemoneyforourcharity partner

Whatwouldbeyouradviceto buddingentrepreneurswhoaspireto ventureintothePRandMarketing space?

Nooneknowseverythingwhenthey firststartinPR,andnooneexpects youto.Spendasmuchtimeasyoucan withseniorPRsandthinkaboutwhat youwanttolearnfromeachaccount thatyou'reon,howyoucangetthere, andwhocanhelpyou.

Mostimportantly,comewiththeright attitude.Peoplerelatedtopeople. Showingthatyou'rekeen,capable,and readytogetstuckinwillgetyouat leasthalfwaytowhereyouneedtobe.

Howdoyouenvisionscalingyour company'soperationsandofferings in2021?

In2021,welaunchedournewpurpose offer Themodelwillbeledbyour ownFionaGildeaandwillworkwith ourestablishedPurposeAcademy. Reachingouttheoffertoourcurrent retainerclientsfirst,wewillencourage andfacilitatethemtorewiretheir businessmodeltocombinesustainable growthandapurposeagenda.

Manyofourclientsalreadyhavethe valuesanddesiretobeginthisjourney, buttheydon'tknowhowtoturnthese valuesintoaction.Asconsultants,it's ourjobtohelpthemonthisjourney

Brigitte Foisy President

Acompanyneedstobuildstrongrelationswithits customersandotheraudiencesintoday’sageand time.Thishelpsthemtomakeamarkinthe industryandestablishthemselvesinthecompetition.Their primemotiveistobecomerelevantintheindustryandto enhancetheirpopularityinthemarket.

Bybuildingasolidrapportinthemarket,companieswant tomarchaheadtowardsthepeakofexcellence. Accordingly,theyrequiretheassistanceofdedicatedpublic relations(PR)andmarketingagencies,whichhelppromote themselvesandtheirservices.

TheserenownedPRandmarketingagenciesleavenostone unturnedtopromotetheirclientsandbringthemtothe spotlight.Theyenhancebusinesses’profitandsuccessratio whiledevelopingmutualunderstandingorpositioningthem amongtheaudience.Thesecompaniescreatepositive perceptionsandpredispositionsamongthetargetaudience fortheirclients.

OnesuchnoteworthycompanymakingwavesinthePR andmarketingspaceisnoneotherthanThePR DepartmentInc.Itisaone-stopshopthatharnessesthe powerofseniorcreatives,alongwith18years’worthof experienceindesigningandimplementingarangeoffull service,360°Marketing-communicationsstrategies,and award-winningbrandactivations.

Debora Marques Vice President

Fueledbyanundyingneedtogobeyonditsclients’bottom line,theideabrokersandproblem-solversteamtogetherto forgestrategicandcreativeplansthatwillexceedthe clients’marketingandbusinessobjectives.Thecompany booststraffic,smashesbottomlines,andgetsbrands

The PR Department Inc.

Empowering Companies through A Commitment to Excellence

10

Disruptive

unique“bigagency”experienceweprovideeachandevery oneofourclientsandresultsthatcomewithoutthe“big agency”pricetag.

Whatotherservicesdoesyourcompanyoffer,andhow aretheseimpactingtheindustryandyourclients?

Initially,ThePRDepartmentwasonlyaboutthat–PR… butthankstoclientswhobelievedinusandcontinuedto seekmoreandmoreservices,wegrewtobeaone-stopshopmarketing-communicationsfirm.

noticed.Itbelievesinturningfledglingbrandsinto superstars.

InaninterviewwithInsightsSuccess,theleadershipteam atThePRDepartmentInc.sharesaboutthecompany’s inception,itsjourney,thevariousservicesitprovides,and itsfutureplans.

Followingarethehighlightsoftheinterview:

Pleasebriefouraudienceaboutyourcompany,itsUSPs, andhowitiscurrentlypositionedasaleadingplayerin thePRandMarketingspace.

Foundedin2002,ThePRDepartmentisanewer,fresher, moreforward-thinkingagency Aone-stop-shopthat harnessesthepowerofseniorcreativesfuelledbyan undyingneedtogobeyondthebottomlinesofourclients.

Wefeelwhatmakesusdifferentisnotonlyouringenuity, high-qualityanddoggeddedicationbutourbeliefthat businessISpersonal.Wedon’tbelieveinthetraditional definitionof“agency”.Infact,wetreatourclients’ businessesasthoughtheywereourown,andweknow that’sbeenthekeytooursuccess.

Wedon’tbillperhourbecauseourclientsdon’tcounttheir time.Itisaboutdeliveringresults,workingwithourclients asoneteam,inalltransparency,toexceedtheirbusiness andmarketingobjectivesandbeingcommittedtomakinga difference.Thisbusinessisourpurpose,notourwork!

AsoneofCanada’smostawardedboutiqueMarcom agencies(we’vereceivedmorethan20nationaland internationalawardsinthelastfouryears)withahistory rootedindrivingresultsforsomeofthebiggestfoodand lifestylebrandsontheplanet,ThePRDepartmentis nationallyrenownedasthechampionofleadingbrands (andthosewhowanttobe).Ourapproachisreflectedinthe

Ourteamofideabrokersandproblem-solverscomes togethertoforgestrategicandcreativeplansthat’llexceed ourclients’marketingandbusinessobjectivesarmedwith anarrayofMarcomservicesofferedinbothofficial languagesaswellasPortuguese,Greek,andItalian.We boosttraffic,smashbottomlines,andgetbrandsnoticed; it’saboutturningfledglingbrandsintosuperstars.

Ourservicesincludeeverythingfromstrategicthinkingand counseltomediatraining,socialmediamanagement, contentcreation,digitalads,andevenAR/VRforbrand activations.Ifwedon’tdoit,wewillfindsomeonewho can!

Throughtheyears,wefounda“recipeforsuccess”for retailgoods,withmostofourcampaignresultingindoubledigitgrowth.Webuild360°campaignsthatincorporateas manytacticsfromthemarketingmixaspossible.

This,toensuretoeffectivelyreachthetargetconsumer throughmultiplechannels(media,advertising,social, influencers)asmanytimesaspossible,mixingearned,paid andowedstrategiesandtacticsbasedonthebudget available.

Byreachingconsumersthroughseveraldifferentplatforms simultaneously,webuildstrongawareness,strengthenthe message,andinfluencethedecision-makingprocess.

Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdata,andmachinelearning hadonthePR,andMarketingnichesandwhatmore couldbeexpectedinthefuture? We’resuccessenablers,apassionatehubofbigideaninjas thatcraftspowerful,influential,results-drivenmarketing communicationssolutionsforsomeofthecountry’sandthe world’sbiggestbrands.

We treat our clients’businesses as though theywere our own.

Tocrafttheseplans,achieveourgoals,keepourclients competitive,andsuccessfullypromoteandsellproductsor services(whileprovidingclientswithastellarROI),what wedoneedstobemeasurable.Weneedtorelyondataand technology–notourgutsorexperience!

Consumersarespeaking,andit’sourjobasmarketersto listen.Withoutdata,brands(andtheiragencies)aredeaf, aimlesslymakingdecisionsandspendingmoneylikeafiveyear-oldatacandystore.

Bigdataenablesustoknowourcustomers,make enlighteneddecisions,whetheritistoimprovecustomer loyalty,engagement,optimizetheperformanceofour initiativesorimprovecustomeracquisition.Itisbusiness intelligence,anindispensabletoolthatprovidestimeand costsavingswhileoptimizingmarketingperformance!

It’salwaysbeenthere,butnowthere’smoreofit!Arecent articleinForbesmentionedthatby2025,morethan150 trilliongigabytesofdatawouldneedanalysis.Forus marketers,thatmeansthatastimegoeson,wewillneed moreadvancedtoolstoanalyzeandstoredataanduseitin atimelymannerinordertohaveacompetitiveadvantagein themarket.

Whenitcomestonewtechnologies,westayattheforefront ofthetrends.WehavebeenofferingARandVRforbrand activationsandcampaignssince2017. Thoughitisstill costlytoproduce,webelievethesetechnologies,whenused well,canhelpcutthroughtheclutter.

Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyouface,andhowdidyoudrive yourcompanytosustainoperationswhileensuringthe safetyofyouremployeesatthesametime?

We’reveryblessedtohavecloserelationshipswithour clients.Somehavebeenwithusforover18ofour19years ofexistence!Infact,manyoftheservicesweoffertoday arebecauseoftheirneeds. Withanaverageofsevenyears, ourclientscontinuetotrustus,yearafteryear,tobuildon thefoundationsthatwehaveset.Thoughthepandemichas changedmostofourclients’plans,we’vebeenabletopivot andadaptourstrategiesquicklytothenewrealityof reachingconsumersathome.

InNovember,weclosedourofficeinthewestendof Torontoandshiftedtoworkingremotely.Itprovedtobea greatdecision!Witheverychange,there’scertainlyaperiod ofadaptationandchallengestoovercome,butwe’reina goodplacerightnow

Equippedwithnewtechnologiestoconnecttheteam(who workssimultaneouslyinfourdifferentcountriesand6 cities!),everymemberofourteamnowoffersowner-like dedicationastheyareallpartofanewprofit-sharingplan.

Theymanagetheirownschedulesandareresponsiblefor theperformanceoftheirownpartofeverymandate.It’s aboutnotonlymaking“ourdreamscometrue”buttheirsas well.

We’regrowingandcontinuouslylookingforstellar individualstojoinourteam.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace? Takethetimetolearnandgainexperienceunderyourbelt. Whatwelearninschoolisagreatfoundationtobuildupon butultimately,creatingmarketing-communicationsplans, counsellingclients,andcrisismanagementareonlyafew ofthemanytacticsthatrequireexperience.Though workingwith“bigfirms”mightbeglamourousbecause you’llworkwithbig-namebrands,webelievethere’s nothinglikegainingyourexperiencefromsmallboutique firms.You’llgettoexperienceawiderrangeofwork quickerthaninalargefirm.

Don’tundervalueyourwork.Theoldadage“yougetwhat youpayfor”resonateswithmostclients.Earlyon,someone toldus,“Ifit’sfree,it’sworthnothing.”Youcanchargeless thanalargeragencyasafreelancerbecauseyoudon’thave anyoverheadbutdon’tundersellyourservicestothepoint thataclientwilldoubtyoureffectiveness.

Buildrelationships!Don’tburnbridges.It’sasmallworld outthere–especiallyinCanada.Thejuniorpersontoday couldbeyourclienttomorrow Theinternatapublication couldbetheeditoryou’llneedtopitchinfiveyears.

Youcandoanything,butyoucan’tdoeverything!Hire helpwhereyouneeditmost–tocounterbalanceyour weaknesses! Ourfirsthirewasabookkeeper!Focuson sellingandimplementing.Leavetheresttoprosthatwill helpyoushine!Theysayifyou’rethesmartestpersonin theroom,you’reinthewrongroom,andit’strue.Your businesswillgrowbyaddingpeopleyoucanlookupto! Ourteamknocksoursocksoffeveryday! Don’tbeafraidtopartnerwithothers.Westartedour businessasfreelancerstoQuebecagenciesthatwantedto implementinEnglishCanadaandthoseinOntariothat wantedtoreachmediainQuebec.Thosepartnershipswith agencieswereourmainsourcesofincomeforoverfive

years,andwestillpartnerwithmanytocomplementour mutualserviceoffering.

Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?

Wehavebeenworkingonanewbusinessforthepastthree years.Wesawaneedinthemarketforbothagenciesand smallbrands,andwe’rethrilledtohavehadtheopportunity tocreateaservicethatwillenablebothtocommunicate withthemediainaneasierandmorecost-efficientway. ThisnewservicewillbelaunchinginQ1of2022.

AsforThePRDepartment,we’reboutique,andweintend tostaythatway Whilewefocusondoingwhatwedobest, we’realwaysgrowingandlisteningtoourclientstoserve thembetter.We’veaddedteammemberswithspecific expertisetoprovideclientswithadditionalwaystoreach theiraudience,sowe’realsofocusingonexpandingour serviceoffering.

ExceptionalLeaders

Asarespectedmarketingandcommunicationsprofessional withover20yearsofsolidexperience,BrigitteFoisyisa trueQuebecker—passionatetothecore!Aftereightyearsin theagency,herdesirewastopartnerwithclientstoprovide smart,creative,andcost-effectivecommunications solutions,expertcounsel,superiorexecution,andobjectivedrivenresults.

Sheenjoysbeingpartofherpartners’successesand commitshertimeanddedicationtohelp‘clients’taketheir businesstoanotherlevel.Thatiswhybeingthe‘outside’ counselwasneversatisfying,andwhyshecreatedThePR Department,itisallaboutbeinganintegralpartofyour team.

DeboraMarquesmovedfromBraziltoTorontoin2010 andjoinedThePRDepartmentasabilingualconsultant shortlyafter.Thankstoherstrongwillingnesstolearn, unwaveringdedication,passionandhardwork,Debora quicklybecameaninvaluableassettothefirm.

DeborabecameapartnerofThePRDepartmentinAugust 2016,followingthestaggeringsuccessofatwo-year activationwithFrenchbrandMaille(Unilever).AsVice President,Deboraoverseesmediarelations,influencer programsandsocialmedia.

Underhersupervision,theresultsofmediarelationsand socialmediamandatesoftheagencyhaveseensignificant growth,andtheteamhasenjoyedaninfluxofexperiential marketingmandates.

Overthepastfouryears,theagencyhasbeenawardedover 20nationalandinternationalawards,makingthefirmone ofCanada’smostawardedboutiqueagencies.

ExhibitingTrueExcellence

Ÿ

“WeareextremelypleasedwiththePRDepartment.PR isoneofourcompany’sbiggestsuccessstoriesin termsofdrivingawarenesstoourproductsfromthe veryfirststrategicmeeting;theywereableto understandwhowewereandwhatourneedswere. Theylistenedandwereinsightfulinkeepingour objectivesinmind.It’sapleasuretoworkwithateam thatconstantlyputsforththeextraeffortandreally caresabouttheirclients.”–TazeemMakenKarmali, Ex-MarketingDirectorT-falCanada

Ÿ

“TheoutstandingworkdonebythePRDepartmenthas beeninstrumentaltothesuccessofGEOXinCanada. Theteamisconstantlycomingupwithinnovativenew waystogeneratevisibilityandhavedemonstrateda deepunderstandingofourbrandandthemarket.Itis raretofindsuchdedicatedandpassionate professionals,andevenrarertofindanagencythat implementsstrategiesseamlesslyinbothEnglishand FrenchCanada.”–GinoStinziani,Ex-Presidentof GEOXCanada

“Wewereimpressedbythequalityofexecutionofour eventstrategy ThePRdepartmentteamhas successfullydeployedanationaltourandpromotedthe Maillebrandthroughvariousfestivals.Mediacoverage surpassedourexpectations.Adevotedandpassionate team.”–Marie-EveBrunet,IDFoodsCorporation. Ÿ “FewaretunedintotrendsliketheteamatThePR Department,andevenfewercanrallysuchagreat calibreofindividualswithsuchastrongnetwork, dedicationandprofessionalism.Alwaysaheadofthe gameishowIwoulddescribethem.”–Harry Lalousis,Unilever

Ÿ

“ThisisBARNONEthebestpublicitywehaveever gotten–bestintegrated,bestexecuted,mostclever, mostcreative,moststretchingofourfeeblebudget–andjustdownrightfunandfast-paced.You’rethe bomb!”–AnGeLMinistriesUSA

ways how MARKETING DIGITAL

is taking over

Theworldofmarketingisincreasinglygoingthe digitalway.Infact,inmarketing,thereseemstobe increasinglylittlethatcanbedonewithout digitization.

Beitfromgettingclientdetails,onboardingclients, understandingtheirneeds,providingservicesandproducts togettingfeedback,there’snothinginwhichdigitization hasn’tmadeitspresencefelt.Insomecases,forinstancein thecollateralsandvisuals,itcouldONLYbedigitization.

Theobviousquestionthatcomestomindis:Whyis digitizationgettingincreasingprominenceinmarketing?

Thereareinfactquiteafewvalidreasonsforsame including:

• Accuracy!Nothingcanbeatthesharpnessand incisivenessofdigitalinformation!Beitaboutthe product,customerneeds,theeffectsofacampaignorany othermatter(relatedorotherwisetomarketing),there’s nothingclosetodigitizationwhenitcomestoaccuracy ofinformation.Andaccuracyofthedigitalkindonly leadstosharperdecisionsandoutcomes.

• Speedofoutput!Thingsmovedigitallyatthespeedof light!Thatbeingtheorder,thingshappenfastwhenthey

godigitalwhichincludesanactivityasimportantas marketing.Goingdigital,everyelementofmarketingbe itplanningcampaigns,registeringitsresults,changing objectivesetcbecomeimmenselyfastwhichaffects everythingdownthelineincludingproduct/servicesand logistics.

• Changes!Therewasatimewhenanychangesinan existingmarketingcampaigncouldtakedaystoreflecta newunderstand.Insomecases,intheabsenceofthe rightinformationnochangesweredoneduringthe continuanceofacampaignwhichcouldleadtoresults verydifferentfromexpectations.

• Costs!Goingdigital,forthekindofoutputandspeedit promises,thepriceonepaysturnsouttobepeanuts. Nothinginthepastcouldeverpromisethisscenariowith suchcertainty!

• Informationstorage!Theworldtodaystores informationfar,farinexcessofwhattookplaceatany pointinthepast.Andtheonlyreasonit’spossibleisdue todigitizationofinformationintodatawhichcanbe storeswithaccuracyandease.

• Availability!Tryimaginingthefilesandfoldersthatwas

Constant Change

thenormofstoringinformationinthepast.Tryhavingto takeinformationfromsomefileinsomecupboardinsome location.Locatinganeedleinahaystackcouldbeeasier thanthat.Much,mucheasierthaneitherislocating informationstoreddigitally.Forthoseusingcomputers,try doingthesameactivitywithoutamachinetounderstandthe worthofgoingdigital!

Andnowtothemainquestionposedbythisarticle.Ways howdigitalmarketingistakingover!

• It’sconvertingeverythingintodata,thenewGod!

Ifdigitalmarketingcouldbeequatedtoadog,itwouldget thesmellandbiteonlyonething.Data!Nothingelsewould matter Andthat’spreciselywhatdigitalmarketingisdoing toinformation.It’sdigitizingeverything,beitthe campaign,itsgraphics,itslanguage,itslooksandfeel,why eventhefinalresultsareconvertedtonumbers.Andhow doesithelp?Ithelpscomprehend,compareandcorrect. Anddothatwithunheard-ofspeeds.Worldwide,digital marketingisconvertingeverythingfrominitialobjectiveto finaloutcomeintodata.

• Digitalmarketingcampaignsareincreasinglygetting focussedwiththerightkindofinformationaboutusers

Goingdigitalbeingasynonymofgoingaccurate,digital marketingcampaignswhicharetoday24x7aregoingout gunsblazingtogetaccurateinformationoncustomerneeds, ideasandobjectivessothattherightproductisprovidedat therighttimeattherightprice.Andofcourse,withthe rightexperiences.Withnotwocustomerseverbeing exactlyalike,digitizationhelpsmapneedsaccuratelyfor therightresults.

• Digitalmarketingtrackstheusersonpracticallyan everydaybasisbeitusingsmartphones,heat-mapsorvoiceactivateddevicesbesidesNLPandtherest Withthebackingoftheinternet,digitalmarketingcantrack practicallyeverymoveofauseracrossmediums,platforms andgadgetsusingavarietyofmeansincludingheat-maps, keystrokes,NLPandvoice-activations.Suchunobtrusive datacollectionandcollationcouldnothavebeenpossible withoutdigitization.Inthenon-digitisedmode,itcouldn’t everhavegonebeyondactivelyaskingforinformation. Withdigitization,practicallyeveryactivityofanaudience canbetappedfordataonmarketingandoutcomes.

• Bots,thedarlingsofthedigitalworld,isthenewhelper beitthemomentyouencounterissueswithproducts,online informationandmanymore

Digitalmarketing,giventhebackingofdata-deciphering machineslikeAIandMachineLearningcanemployany numberofmeanstohelpcustomerslikeneverbefore.An Elexa,Siriandtherestoftheclanoreventheubiquitous chat-botonwebsitesisafactorofdigitizationthatletsit activityassistcustomersbothinthecyberworldorthereal one.Goingforward,digitalmarketingwouldtakewithinits ambitthelikesofrobotsofeverykindwhichcouldrecord themostintimateobservationsandreactionsofcustomers toprovideevenmoreaccurateservices.

• Customerfeedbackisevenmoreexpensivethangoldto refineengagement

What’smostimportantinthescenarioofbusinesssurvival? Handsdown,itwouldbejustonething.Understanding customerneedsandkeepingthemperenniallysatisfied. Whileobservingandgettinginformationthroughmeans includingNLP,bots,heatmapsandthelikes,there’snothing quitelikedirectfeedbackfromacustomeronissuesthey latterconsiderspertinent,important,andverypersonal.

Oneofthebestwaystoeasetheprocessofreceivingand actioningcustomerfeedbackintheworldofmarketingis bygoingdigitalintherightplaces.Formfillingona website,aWhatsAppnumbertoregistercomplaintsand feedback,arecordedmessageoverAlexaorSiri,anemail etcaresomeofthemostusedandunderstoodofmeansto receive,recordandactioncustomerfeedback.Imagineif thiswasn’tthecase!

Thecustomerwouldhavetocallnumbers,sendfeedback bysnail-mail,anddoeverythingwhichwouldhavewasted thelatter’sefforts.Andwhatiftheletterwaslostorthecall notactionedasexpected?Wasteitwouldbe.Nowtry comparingthescenariowiththatexistingtodayorlikelyto improvetomorrow!

-M.Purushoutham

Yulu PR

Powerful Storytelling, Purposeful Outreach, Profound Impact

,,

Publicity is absolutely critical. A good PR story is infinitely more effective than a front-page ad.”

– Sir Richard Branson.

,

Asacorporateentity,foryourmessagetoreachthe rightaudienceandmakeanimpact,youmustbe au fait withthemediumsthatcanhelpyouachieve therightoutreach.Oneofthemosteffectivemediums—as theaboveadagesuggests—isPR.

Withthisessentialityinmind,thisedition,the10Most DisruptivePRandMarketingAgencies,bringsthespotlight oninnovativeandimpactfulPRagenciesacrosstheworld.

OneprominentnameamongsuchagenciesisYuluPR,an award-winningPR&impactrelationsagencywitha missiontochampionsocialinnovationbysharingstories thatmatter.

Inthefollowinginterview,MelissaOrozco,theFounder, CEOandChiefImpactStrategistsharesvaluableinsights intotheagency’sjourneysofar,thechallengesitcame across,andhervisionforYulu’sfutureendeavors.

Pleasebriefouraudienceaboutyourcompany,itsUSPs, andhowthecompanyiscurrentlypositionedasa leadingplayerinthePRandMarketingspace.

Yuluisasocialandenvironmentalimpactcommunications firmthatwasfoundedontheprincipleofleadingwith impact,totellstoriesthatmatter.Wewerethefirst communicationsfirmnationallytobecomecertifiedBCorp, andlastyear,wewereamongtheinaugural30impactdrivenorganizationsinrollingoutBritishColumbia’s newlyenacted“BenefitCompany”legislation.

Yuluworksexclusivelywithbrandsandorganizationsthat areinterestedinleveragingtheirplatformandinfluenceto drivepositivechange.Tohonorthispolicy,wehaveastrict client-vettingprocess,whichresultsintheagencyturning awayabout80percentofthenewbusinessopportunities thatcomeinourdoor Whenbuildingpurpose-lead strategies,it’scriticaltoensurewehaveaccessand completebuy-infromtheleadershipteam.

Whatotherservicesdoyouoffer,andhowarethese makinganimpactontheindustryandyourclients?

Yulu’sprocessalwaysbeginswithacomprehensive assessmentwhereweexplorehowtheclientisalready creatingapositiveimpactwithinthecommunitiesthatthey serve.Yulufollowsthisprocessbydivingintotheissues thatareimpactingourclients’targetaudiencegroup(s)to determinehowthebrandororganizationcanaddthe greatestvalueandimpact.

AtYuluwealsooffertraditionalPRservicesaround strategiccommunicationsplanningandexecution,however allcommunicationeffortsmustladderuptotheoverall brandpurpose.Inthelast10years,I’vehadtheopportunity toworkcloselywithc-suiteexecutivesandtheheadsof innovationandsustainabilitydepartmentstoco-designCSR andimpactstrategiesandconsultonscalingimpacttonew markets.WithmyteamatYulu,I’veconsultedforglobal brandsincludingAudible,ALDO,TheBodyShop,Red Bull,andUNICEF.

Melissa Orozco Founder, CEO and Chief Impact Strategist

Melissa,pleasebriefusaboutyourjourneyinthePR andMarketingindustry,andhowyouhavecontributed towardsYulu’ssuccess.

Ididmyfirstpurpose-ledinternshipwhileenrolledinthe mediastudiesprogramatHunterCollegeinNYC,planning afundraisinggalaforVH1calledSaveTheMusic.This gavemeaglimpseintohowPRcouldbeleveragedfor somethingmeaningful,butwhenIstartedYulu,things lookeddifferentthantheydonow.Backthen,Irecognized theconsumerappetitetosupportbrandsthatwerebuilton transparencyandauthenticity,but“socialimpact”wasstill consideredaspirationalandquestionableforthebottom line.

Someofthefirstimpact-ledPRcampaignswedidwerefor nonprofitsandsocialenterprises,includingWorldHousing andFuckCancer,anditfueledmydesiretodomore.In 2014undermyguidance,Yuludevelopedanewindustry disciplineofPRcalled“impactrelations”,apracticethat leveragesthetoolsofcommunicationstoinfluence attitudes,policies,internalsystems,andhumanbehaviors, toaddresssomeoftheworld’smostcomplexchallenges.

Oneyearlater,wecommittedtoaportfolioof100percent cause-basedclients.Ourcommitmentpaidoff,aslaterthat yearYulubecamethefirstPRagencynationallytobecome acertifiedBCorporationandwasrecognizedbyPRDaily asNorthAmerica’sTopPRAgencyforCorporateSocial Responsibility

Beinganexperiencedleader,sharewithusyouropinion onwhatimpacthavetheadoptionofmodern technologiessuchasAI,bigdataandmachinelearning hadonthePRandMarketingnichesandwhatmore couldbeexpectedinthefuture?

AtYuluwehavetheprivilegeofworkingwithcompanies onthecuttingedgeoftechnology,particularlyintheclean energy,newinfrastructure,andagriculture,wherebright mindsareusinginnovativetechnologytofighttheclimate crisis.

Ascommunicators,it’sourjobtomakeadvanced technologyeasilydigestibleandunderstandabletobothkey stakeholders,andtheaverageconsumer,soourclientscan continuetomakeapositiveimpactintheworld. Aswelookahead,PRandmarketingprofessionalshavean opportunitytoplayacriticalroleineducatingthepublicon

revolutionarytechnologythatwillbenecessarytoour futureasaplanet.

Takingintoconsiderationthecurrentpandemic,what initialchallengesdidyoufaceandhowdidyoudrive yourcompanytosustainoperationswhileensuring safetyofyouremployeesatthesametime?

Likemostcompanies,duringthepandemicwehadtoshift toavirtualofficeenvironment.Ascommunicatorsby profession,weknewitwouldbechallengingtoshiftaway fromface-to-facecontact.Throughoutthelastyearwe’ve madeaconcertedefforttoensureouremployeeswereable tomaintainaconnectedworkplaceculturethatenabled productivity

Weofferedflexibleworkingschedulesforouremployees balancingthechallengesofcaregivingduringthepandemic, offered“homeofficestipends”toensureallteammembers areequippedwithacomfortableworkingenvironment,and scheduledvirtualcheck-insandtouchpointsthroughoutthe weekthatallowedtheopportunityforthosefeelingisolated tomaintainsomesenseofsocialnormalcy–forexample, mid-week“coffeebreaks,”virtualhappyhours,exercise classes,professionaldevelopmentopportunities,and variousSlackchannelsforteammemberstoshare everythingfromgoodnewsaroundtheglobe,book& movierecommendations,andevenpostpicturesoftheir pets.

Wealsoensuredourteamhadaccesstothementalhealth resourcesavailabletothemthroughourextendedbenefits coverage.Ithasbeenimportanttoustomaintainteam morale,whilealsoaddressingpertinentdetailsandrealities forwhat’saheadandwhatourteammemberscananticipate (withoutspeculation)asthepandemicunfolds.

Whatwouldbeyouradvicetobuddingentrepreneurs whoaspiretoventureintothePRandMarketingspace?

Ialwaysadvisebuddingentrepreneurstofindonething theycandobetterthananythingelseandhonetheirskills andfocustobecomeaspecialistinthatfield.Theworldhas enoughgeneralists–seekwaysyoucanauthenticallyshine andcreateimpactwithinyourindustry

ThebestpieceofadviceIeverreceivedwastoshootforthe moonandsticktomyvalues.AdviceIhaveforothers lookingforacareerinimpactrelationsistounderstandthat

communicationisapowerfultoolthatcanbeusedasa forceforgood.

Howdoyouenvisionscalingyourcompany’soperations andofferingsin2021?

Aswecontinuetoscaletheideologyandpracticeofimpact relationsthroughouragencyworkandthroughtheGlobal ImpactRelationsNetwork,Yuluisapplyingtheseallyship valuestoexpanduponourserviceoffering.ThisFall,Yulu islaunchingourExpertPartnerNetwork(EPN)tomeetthe growingneedsofourclientswhileaddressingglobalissues.

TheEPNwillbecomprisedofleaderswithdeepskillsand expertiseacrossspecialtyservices,industrysectors,and relevantissueareas.ServicesofferedthroughYulu’sExpert PartnerNetworkwillincludeimpactconsulting,brand purposeplanning,publicpolicy,andimpactmeasurement andassessmenttonameafew.

Industryexpertsinfieldssuchasrenewableenergy, agricultureandforestry,impactinvesting,healthcare, housing,andeducation,willjoinusinbuildingimpactful strategiestoaddressissueareassuchasaccessibility,DEI, environmentaljustice,humanrights,publichealth, consumption,waste,andclimatechange,forexample.For readerswhoareinterestedinlearninghowtogetinvolved, pleasevisitwww.yulupr.com/EPN.

Yulu works exclusively with brands and organizations that are interested in leveraging their platform and influence to drive positive change.