A recipe for client-agency success

Speedos, Twerking and Jimmy Carr. It struck me this week that client-agency-media relationships can be formed in the most unlikely places.

It’s an obvious statement, but being able to foster strong relationships with clients and media contacts is often the key to PR success. 

This has resonated with me particularly over the last seven days, having been involved in two very different events for our client ADEY Professional Heating Solutions. Having worked with the magnetic filtration pioneers for three years, Target has built up a really strong client/agency relationship.

I am, however, relatively new to the account and was asked to be part of their six-strong team taking part in Cheltenham Triathlon last weekend. Having never done a triathlon before, I was nervous but accepted the challenge! 

Although it was tough, I thoroughly enjoyed the day and it was great to be part of Team ADEY. While swimming, cycling and running falls outside the usual remit of our retainer, there was a huge sense of achievement once we’d all crossed the line and a real team camaraderie.

Fast forward a few days and I found myself invited to the Energy Efficiency & Renewables Awards of which ADEY was a sponsor. We were guests of Installer Magazine which is a key trade title for us. 

Dolled up in our best frocks, we had a really fun evening which mostly involved discussion about Twerking and trying to second guess what songs the DJ was going to play (with a little bit of live stand up from Jimmy Carr thrown in for good measure). 

Not a features list in sight, it was a great opportunity to get to know some key media contacts in a more relaxed setting over a glass of wine.  

Against a backdrop of ROIs, KPIs and making sure we provide a high level of service for clients, I think we can sometimes forget that behind the grandeur of job titles lies a person just like you and me. The ability to get along together in a personal as well as professional capacity can pay dividends. 

Lycra and laughter is a great leveler.

Bethan Simkins

Account Director

Target brings home Gold

There were whoops of delight when Target won gold for a campaign which built awareness, enhanced company reputation and generated business for ADEY Professional Heating Solutions in Cheltenham.

Chief Executive Sarah Bryars congratulated her team on scooping the top prize in the Corporate and Business Communications category in the West of England Pride Awards, held in Bristol on Friday night.

"We're very proud to have won such a hotly contested competition. Our public relations work for ADEY proves that PR can directly influence sales, as well as reinforce a great reputation.

"Winning this award is a huge boost for Target, and it's particularly rewarding to share the accolade with a client that's so exciting to work with and appreciative of our skills."

ADEY, this year’s Gloucestershire Business of the Year, asked Target to help it maintain its position as the top manufacturer of magnetic filtration products in the UK central heating sector, and to help beat its sales targets of the MagnaClean product range.

ADEY’s Marketing Director Haimish Mead said it could not have happened without Target. “Without doubt, Target PR has been the best marketing appointment we’ve made. The company has delivered what can only be described as an exceptional level of communications support, enhancing ADEY’s status as No.1 in the market."

Target reaches finals of CIPR awards

Target Public Relations in Cheltenham has been shortlisted for a prestigious award.

The company is a finalist in the Corporate and Business Communications category of the West of England PRide Awards, for campaigns which built awareness, enhanced company reputation or generated business.

Target’s work for ADEY Professional Heating Solutions in Cheltenham, led by Account Director Rachel Meagher, achieved all three.

ADEY asked Target to help it maintain its position as the top manufacturer of magnetic filtration products in the UK central heating sector, and to help beat its sales targets for the MagnaClean product range.

In the first six months following its appointment as ADEY’s press office in September 2010, Target achieved 53 articles about the company in 12 leading publications and more than tripled the client’s return on investment.

At the same time, new contract sales of the MagnaClean range grew by more than 20 per cent in 2010-11. ADEY’S RapidFlush filter smashed sales targets by 500 per cent, and sales of ADEY’s industrial filters doubled.

ADEY’s Marketing Director Haimish Mead said it could not have happened without Target. “Without doubt, Target PR has been the best marketing appointment we’ve made. The company has delivered what can only be described as an exceptional level of communications support, enhancing ADEY’s status as No.1 in the market.

“The Target team got inside the business. They understand our products, our sector and exactly what we’re trying to achieve.

“They don’t have to be asked – they’re pro-active and come up with intelligent and relevant ideas that help keep us well ahead of our competitors.”

Chief Executive of Target, Sarah Bryars, said working with ADEY is a pleasure. “Working with such an innovative, market leading business is brilliant. We are made to feel like we’re part of their team, which is very motivating.

“These awards are a showcase for the best in our industry. To be judged so favourably by our peers is high praise.”

Target is based in Painswick Road, Cheltenham, and has 10 staff.

The awards scheme is run by the Chartered Institute of Public Relations. The winners will be announced at a dinner in Bristol on 21 October.

The regional finalists go forward to the national finals to be held next spring.