WPP-owned Landor is a global brand consultancy with a long heritage and an enviable track record in enhancing both global and local brands in a wide variety of sectors.
In 2013 Landor Associates gave us a simple but wide-ranging brief: build their brand profile internationally, establish them as leading thinkers on the power of branding and help them win business.
The agency required a business PR programme that would help position it as a strategic advisor to major consumer and business brand companies, delivering fundamental change to the way they present their products and services and communicate their brand values and attributes.
Landor was rich in ideas and intellectual property but required a way to draw its thinking together and translate it into content that could enhance its reputation through earned media exposure as well as through its owned channels.
Our unique Book of Ideas ideation and content planning approach allowed us to develop a stack of smart editorial ideas early on in our working relationship. This journalistic approach turned Landor’s expertise, IP and opinion on topical issues into a truly effective programme of thought leadership articles, interviews, case studies and research.
Because we invested heavily in ideation at the beginning of our programme, and then periodically updated our Landor Book of Ideas, we were able to work with the company’s business development team to plan which ideas to activate in advance to support targeted business development and marketing efforts.
Our approach has also helped Landor maximise the impact of bespoke research studies and create tailored international media relations projects in markets such as the Middle East, Russia and Germany.
Since 2013 our business PR programme has delivered Landor an average of 60 pieces of proactively placed coverage a year including an average of 12 national media articles and broadcast interviews.
We have also placed individual articles designed to support or generate new business opportunities. For example, we developed a thought leadership pitch for the Russian aviation and business press. This exposure helped Landor secure the brief for the launch of two new Aeroflot airlines.
We've engaged with almost 200 journalists worldwide including trade press in markets such as Russia, Turkey, Brazil and the UAE.