REC
MAGAZINE NO. 39 INDUSTRY STANDARD UNRIVALLED CONTENT
n o i t a c o on l Here come
THE GIRLS
Behind the mic and scenes with the women who run the agency show
Lacking
ENERGY?
Sun-Pat and SAM QUEK will help you
RAISE YOUR GAME
LEGO
Showing the world what’s in store in Leicester Square
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FOREWORD I love this time of year. The alarm at 5am is no longer a dark start… but sunrise. That’s a win to begin with. But acknowledging not everyone’s a morning person it’s also a great time for being outside, whether al fresco drinks or dining after work… or perhaps an Outside Broadcast (what a segue)! We’ve produced shows and broadcast live from every corner of the world and in many nooks and crannies – Wookey Hole caves, from 35,000 ft, factory shop floors as well as launch events and press conferences - and I’ve also been known to help paint the finishing touches to a
hotel front (so it looks good for the cameras) and run cables down back streets. That’s the joy of an Outside Broadcast. But with our new highspeed IP based broadcast tech and 4G bonded OB streaming kit about to be unboxed for the first run out, I can say with good conscience that having done my bit over the years I’m very happy to take things a bit easier from now on but I’m not retiring! So here’s to the fresher mornings, al fresco evenings and on location future events.
by Howard Kosky, CEO
CONTENT
PAGE 4 LEGO STORE OPENING
Global media relations at their biggest ever store
PAGE 6 MOTOR TREND
launch OnDemand and we live stream from the Royal Automobile Club
PAGE 8 HERE COME THE GIRLS
We spend some quality time with Sam Crown and Georgie Wright - the women who lead our agency team
PAGE 12 AVON
The launch of the global initiative with Refuge on International Women’s Day
PAGE 13 SUN-PAT
Low on energy? Lessons from Sun-Pat to help you become the athlete you deserve to be
LEGO LONDON
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When LEGO comes to town the world’s media takes notice. Our role was to ensure the content was prepped to maximise the visuals and the on the day logistics were water tight.
As part of the lengthy preparation in partnership with Norton PR we were allowed exclusive early access to the 914 sq m space in order to film, in detail and high quality, the store highlights including a 6m tall Big Ben, full sized LEGO tube carriage and new London mascot, Lester. In addition soundbites were also captured in advance with senior LEGO spokespeople who’s time was more limited on the day of the opening. This was then edited into B-roll footage and a cut news package overnight to ensure that media had it primed to go live post embargo.
We also invited broadcasters to attend the official opening on the launch day, where they were able to speak to a select number of LEGO spokespeople including the CFO, John Goodwin, with our on-site team managing crews from UK news as well as the London Correspondent of ABC News, Reuters TV and AFP TV. The latter two’s global distribution ensured that just about every key TV station in the world was able to cover the story, while ABC delivered saturation coverage across the USA. We also captured further B-Roll footage on the day, featuring special guest Mayor of London, Sadiq Khan, as well as the queues of customers snaking around Leicester Square, which was edited that afternoon and shared with desks for their evening news packages. The video content in its various formats was very popular, with both online and TV
The Time Out package had 2 million views on Facebook within 2 hours.
broadcasters also using our B Roll to create their own packages. Highlights included BBC Online, Mail Online, Wall Street Journal, Huffington Post, Mirror and Time Out, whose package had 2 million views on Facebook within 2 hours. Their most popular video to date.
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MOTOR TREND
OnDemand
markettiers worked with H+K to announce the European launch of Motor Trend OnDemand.
Motor Trend OnDemand’s expansion into the European market has been driven by the success of its US service which launched in 2016 and quickly became the most popular automotive SVOD (Subscription Video OnDemand) service in America. The team were on location at the Royal Automobile Club from 5am, where we live-streamed the launch event. A panel discussion featured motoring broadcaster Suzi Perry, Angus MacKenzie, Motor Trend’s European Bureau Chief and SVP, and Bobby Akin, Head of Original Programming, and GM of Motor Trend. Around 200 journalists across the globe tuned in during the stream and an on demand version was then made available following the event. The discussion was followed by a Q&A session, with questions asked by both the event attendees as well as journalists watching remotely. Following the event we interviewed each panel member on location and created a cut news package highlighting shows that feature on the platform which further bolstered coverage following the launch event.
8 We caught up with Sam Crown and Georgie Wright, our Heads of Agency Services, whose role is to solely focus on strengthening and growing our relationships with agency clients.
HERE COME THE GIRLS In this interview Georgie and Sam discuss how they started out, what advice they’d offer to those beginning their career and why broadcast continues to excite them. Where did you start in your professional career? Sam Throughout school and university I undertook a series of work placements within the media sector – ranging from PR to advertising to TV production and journalism. The summer I graduated I got introduced to a broadcast PR agency – markettiers – and haven’t looked back since. After two weeks’ of work experience here, I knew this was the direction I wanted my career to take. It’s been an exciting ten years and I’m looking forward to what the next decade holds. Georgie During my time at Kingston where I studied media, I worked part-time at Shepperton Studios with the production team. Whilst I enjoyed the experience, I decided that PR was the route I wanted to pursue. My first three years were spent at a small PR agency called Mustard Comms based in Twickenham before the bright lights of London and markettiers called and six years later here I am and still loving every minute.
What’s the favourite part of your job? Georgie The people – both the team I work with and my clients. I’m lucky enough to have been able to work with an eclectic mix of brands across a diverse range of sectors. Sam I love the variety of the work; no day is the same. I work with great clients who I’ve built lasting relationships with and have learnt so much from in my time here - it definitely means I am a valuable addition to any pub quiz team! What’s your most memorable campaign? Sam There has been a few of these - working with Frank PR when they launched the first ad in space for Doritos, having my dad as a spokesperson for a campaign via SO What Global and their client Heart Valve Voice and working with Noddy Holder to promote British Sausage week Georgie How can I pick one…!!! Supporting M&C Saatchi PR on the House of Peroni was exciting as was interviewing the longest serving Pantomime Dame.
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Of the events you have worked on which are you most proud of?
buy into you as an individual as well as the company.
Georgie A firm favourite of mine is the National Fish and Chips Awards run by Seafish which I’ve attended for the past three years. The scale of the event is really exciting and it is great to be on the ground and feeling part of the team.
How do you build a strong team?
Sam For the past ten years I have attended the UK Bus Awards alongside a dedicated crew to interview all winners as they come off stage and then package the content up for audio, video and B’Roll placement. Being able to capture the winners’ reactions is wonderful. Media love to celebrate their local bus driver / bus company so coverage is always stand out. What advice would you give to people starting out in the industry? Georgie Be open, be happy and say yes to everything. It’s a people industry and clients
Sam I think people management is a major challenge for most agencies today. We have a mix of people fresh out of University and green to the industry, to those who started out in radio / TV or from a more traditional PR background and it’s this mixture of skills we need to embrace. You need to give people the opportunity to learn and grow; there might be some mistakes along the way, but ultimately you learn from those experiences. How do you like to work with clients? Sam Nothing excites Georgie and I more than when clients treat us as an extension of their team. We love the opportunity to consult on campaigns from early stages to ensure that the story meets the needs of what broadcasters are looking for.
Sam Time at markettiers: Celebrating my 10 years this September Degree achieved: English Literature and Language from Birmingham University Childhood dream: To be a children’s TV presenter Claim to fame: Baby Annie in Eastenders for three years Most Memorable Celeb: I’m not sure I could pick one – Paul Daniels and Debbie McGee, Craig Revel Horwood (I am a massive Strictly fan) Best piece of advice you have received: “No one plans to fail but too many people fail to plan. AND Don’t take processes for granted- always be on the look out to improve what you do and the way you do it.”
Sam.Crown@markettiers.com
Why should companies use broadcast PR to further their goals? Georgie The broadcast media landscape is constantly evolving and there’s an opportunity for brands to capitalise on this. The TV landscape is also changing, delivering huge audiences and there has never been a greater choice of stations. TV still sets the agenda we spend 3hrs 40mins a day watching – but TV news is now shifting to a more analytical role and broadcasters are adapting to hyperspeed reality. And what about the online landscape? Sam This has come on leaps and bounds since I first started out in the industry. Firstly, traditional broadcasters are investing more in digital content and their online presence in order to enhance their image. Brands are now becoming broadcasters in their own right, creating content to engage with both existing and potential customers.
Georgie A number of online media owners are now operating more like TV newsrooms with their own crews and reporters; at the same time they don’t all have the resource so there’s an opportunity for us as PRs to provide them with content that will capture their imagination and that of their readers. What opportunities do you think brands could be taking more advantage of? Georgie We have seen a huge rise in the popularity of podcasts (they’ve grown 34% year on year) and see this as a massive area for growth. Clients are still dipping toes in the water but definitely watch this space! We worked on a campaign a few years ago for Comparethemarket where David Hasselhoff interviewed the meerkat and it made the top 10 itunes charts so everything is possible.
Georgie Time at markettiers: 6 Years Degree achieved: Media and Cultural Studies (specialising in TV, Film and Broadcast Journalism) from Kingston University Childhood dream: To be a ballet dancer Claim to fame: Uncle was Bodie in The Professionals (featured in OK magazine as a bridesmaid for his wedding) Most Memorable Celeb: Elmo Best piece of advice you have received: “There is never a right answer, just make a decision and then make it right”
Georgie.Wright@markettiers.com
AVON Helping to
DEFINE THE LINE
on International Women’s Day We were appointed to handle the UK & Global media relations for Avon’s new campaign launch around International Women’s Day alongside 3 Monkeys Zeno. In partnership with Refuge, the brand was releasing a report into the extent of coercive control amongst young people - as part of a broader announcement of a nearly £2 million donation to help tackle domestic violence globally.
The report, entitled Define the Line, looked into the changing face of non physical violence amongst young people and their confusion in understanding the difference between caring and controlling relationship behaviours. To support our sell in, we created video content which included an interview with global CEO Sheri McCoy. This was used to develop national and internationally focused video materials including B-Roll for TV desks and cut news packages to underpin the story-telling and drive maximum engagement. We also secured broadcast interviews for spokespeople including Lisa King
from Refuge as well as a case study who had experienced the devastating impact of coercive control. This included an embargoed interview with Sky News Radio in advance, helping us set the news agenda on the day the report was released resulting in coverage on influential stations such as LBC, talkRADIO and Magic. This was followed by back to back broadcast interviews in the studio with a further 16 stations including Global South and Heart Yorkshire. Interviews were also set up with Reuters and Channel 5 Evening News plus we packaged up ‘ready to use’ audio content for stations who didn’t get the opportunity to speak directly to our guests but wanted to carry the story. At the end of the day, we filmed Avon’s special event at Somerset House which featured addresses from Avon’s CEO as well as Sarah Newton, Home Office minister .We edited this additional footage into a package which has since been placed with 30+ online titles with the total coverage for the campaign now in excess of 200 items.
Fuelling Fun
Celebrating their historic links with 60s and 70s the British Sun-Pat promotes importance oflate sports March music, in role models Rolls-Royce unveiled nine very special Wraiths...
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LOW ON ENERGY?
Over 26% of adults say that they would have been more likely to be active as an adult if they had been encouraged as a child. This spring Sun-Pat, along with Olympic Gold Medallist and hockey player Sam Quek, wanted to highlight the importance that role models – particularly sports role models – have in inspiring kids to reach their full potential in life. A part of the brands overarching campaign was to encourage sports participation and keep children entertained during the Easter period. As a result they teamed up with Sam Quek to offer children aged 6-13 a chance to win a free hockey lesson. To promote the once in a life time competition we worked alongside Aduro Communications and Sun-Pat to utilise Sam’s knowledge of the importance of having a balanced lifestyle, discussing key elements such as dedication,
diet and determination. To build excitement we organised for Sam to surprise local girls’ hockey club, Waltham Forest HC. Hidden behind a goalkeepers mask, Sam trained with the team before finally completing the big reveal. After the initial elation had subsided, the girls were given Sam’s best training tips and some essential advice for the future. The video was used for editorial sell-in alongside a broadcast day, both underpinned by consumer research. We amplified the results of the research and the competition details across the nation – even where lessons were not being offered. Overall, for the entire campaign we secured 74 items of broadcast coverage which had a potential audience reach of 12.5 million and an AVE of £125K.
On Location Live Streaming markettiers has been producing and live streaming content online for more than ten years. From Eliza Doolittle performing Britain’s first Facebook concert, streamed live from Ronnie Scott’s in Soho, to unveiling the RollsRoyce Dawn to the world’s media, from its Goodwood factory. If you’re working on an event, small or large, we have all the production and technical skills required to stream it live online and through social media to your audience. Contact your account handler or get in touch at info@markettiers.com to discuss.
Streaming credentials • Global product launch using Facebook Live to live stream on 17 international Facebook pages simultaneously • Global press launch into secure live portal with VT inserts and Q&A from journalists around the world • Pharmaceutical briefings for global HCPs with video link-up from 3 locations & simultaneous live translation into 8 languages • Live breakfast briefings for media (The Wall Street Journal) from London, New York City, Shanghai and San Francisco
Now, thanks to the laterst cutting age technology, we can stream from anywhere around the world, more efficiently and effectively than ever before.
4G
bonded streaming devices, allowing transmission from anywhere
multi-page live streaming from a single location, across social
Live video link-up with 3rd party spokespeople, whether via TV, Video Conference, Skype or Webcam Live multi-cam production with full video gallery and crew
www.markettiers.com London +44(0)20 7253 8888 Manchester +44(0)161 618 1850 @markettiers
If you’d like to broaden your broadcast knowledge base, why not sign up to one of our upcoming workshops and client surgeries. Broadcast workshops at markettiers include insights into the latest developments in an ever changing broadcast landscape, opportunities for PRs outside of traditional channels and scheduling, asset checklists to maximise potential and top tips for landing coverage. All that before we give you a chance to stand in a spokesperson’s shoes – behind the mic and in front of the camera! To RSVP for any of the dates below, please send us an e-mail to info@markettiers.com
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