Kinetic Worldwide is a global WPP agency specialising in out-of-home advertising (OOH). Kinetic required a PR strategy based around thought leadership that could support its positioning as the future facing agency in the poster advertising space.
In a highly competitive market, Kinetic required PR to help it lead industry debate, highlight its innovations and deliver consistent visibility.
We developed a content creation programme that could be channelled directly into both business PR exposure and direct communications. Content ideas and insights have driven a series of campaigns utilising proactive media relations, events, research and market reports.
For example, we created a major report On the Threshold of Change (click here to download) describing the future of the out-of-home advertising industry. This has become an annual series, including bespoke research and market analysis. The report was repurposed into events, thought leadership articles and direct communications and social media output.
Other projects include the launch of Seen and Herd, a partnership with #olgilvychange, which experimented with the power of behavioural economics in OOH advertising. Simpatico PR devised a campaign for the launch which resulted in a mix of news and thought leadership coverage in more than 12 publications including Marketing, The Grocer and Warc.
In parallel we developed a pro-active news generation programme based around Kinetic's insight and expertise in different aspects of out-of-home advertising and relevant new technologies. For example research on QR codes; tablet computers; location-based social media and econometric modelling.
Over a two year period we've delivered on average eight pieces of coverage every month in marketing, retail, technology, travel, grocery trade press as well as national press.