In today’s world of open borders and interconnected economies, competition is rife for the businesses tussling for space. Now more than ever, the relationship between brand and consumer whether B2B or B2C is key to succeeding in such a fierce trading climate, where consumers have an increasingly definitive influence.
The entrepreneurial and consultative Spider corporate team creates and delivers powerful campaigns designed to resonate with a client’s objectives, investment plans and stakeholder ambitions. Highly cognisant that there is so much more to a brand than a product, Spider has the commercial acumen to guide and elevate the right message to the right marketplace. Never underestimating the volatility of economic, political and social pressures, the team is watching 24-7 to ensure business objectives and deliverables are not knocked off course and that the GUARANTEED outcome is kept on track.
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Enterprise Ireland is the Irish Government agency responsible for supporting Irish businesses in the manufacturing and internationally traded service sectors. It is also the third-largest seed investor in Europe. Its mission is to enable Irish businesses achieve global success and realise their ambitions on an international scale. Enterprise Ireland appointed Spider to strengthen and grow its clients’ export base to the UK.
Especially important given the seemingly never-ending uncertainty around Brexit, there needed to be a focus on providing greater support to those ‘Brexit exposed’-sectors, as well as supporting companies where opportunities in the Brexit process might arise.
The Agency’s Enterprise Ireland team has built a clear and cohesive narrative on the power of Irish talent, innovation, and ambition. This has been focused at UK buyers in key sectors to support sales potential while sustaining and helping grow UK contracts.
Bringing commercial thinking in all it does, Spider has become a valued part of the Enterprise Ireland business proposition.
ENTERPRISE IRELAND – a Spider client for 2 years and counting!
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Spider, the London PR expert communications Agency was appointed by Tyrrell’s to build brand awareness, nurture its artisanal roots and launch regular NPD, whilst enhancing its corporate story. Positioning itself as a British brand of note, Tyrrells required support to drive business value ahead of sale.
The Activity
Over the years Spider created unique concepts and launched numerous NPDs to consumer and trade media, including ‘Poshcorn’ and red, white and blue ‘Jubilee Crisps’ that were even requested by the palace for the Queen’s Jubilee Party.
The team also devised a programme of media profiling in the run-up to the sale of the company – three times keeping the brand front of mind in terms of investment potential, Spider generated an appealing success story, bringing the brand to life.
From £30m to £300m in six years
“We know we have achieved something special having tripled the value of the business in exactly three years and increased almost tenfold since we started our relationship six years ago. Thank you for your massive contribution to that which we have achieved and also being a delight to work with”.
David Milner, CEO, Tyrrells
Crisp, crunchy coverage ? It’s in the bag.
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In celebrating the brand’s 20th anniversary and to cement its position as the iconic pioneers in online travel, Spider was engaged to deliver widespread national coverage.
The Agency activated a campaign that took followers on a journey of the brand from its inception in 1999 as internet disrupters, to online travel leaders in 2019. This centred on interviews with the CEO and CMO of lastminute.com in all key National and trade media putting a human face to an online business.
Utilising a simple message conveyed clearly and consistently enabled Spider to deliver stellar media results.
20 years is a long time in a highly competitive business sector and the trust built over that time is a valuable brand position, Spider understands this unequivocally and is proud to be trusted by lastminute.com.
LASTMINUTE.COM – a Spider client for 2 years and counting!
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The award-winning management and technology consultancy specialising in financial services was at the very top of its game but had minimal brand awareness when it appointed Spider.
Brickendon tasked the Agency Spider with heightening brand recognition, whilst helping influence key decision makers to drive sales. Challenging the views of the ‘Big Four’ – PwC, KPMG, EY and Deloitte was an imperative of the brief.
The Activity
Spider activated a highly focused expert positioning campaign, re-launching the brand as an innovative, forward-thinking consultancy able to improve client growth and efficiency and be seen as a leader in M&A developments.
Keeping the activity precisely on track whilst matching the client’s own developments means Spider has become a trusted partner in Brickendon’s journey of growth and expansion.
BRICKENDEN– a Spider client for 3 years and counting!
The world’s largest express transportation company has a strong reputation for serving up success to global corporates.
To broaden this perception and strengthen its position as one of the UK’s leading champions of export support to small businesses, Spider created the Export Epicentres report. The report identified the UK’s most successful export regions and drilled down giving detail highlighting individual strengths of different cities and towns.
The report generated substantial national coverage and highlighted that regional cities often defied international perceptions, with Bradford topping the list.
The Agency used creative thinking to confirm FedEx’s authoritative position and supply valuable thought leadership which bonded SMEs to the global giant via its target audience.
FedEx – a Spider client for 7 years and counting!
• Delivered high quality media coverage across Europe, including on CNBC
• Successfully highlighted the expert advice and support FedEx provides to European SMEs
• Raised the profile of FedEx across the European SME community
• Led discussions on the exporting activity of European SMEs, encouraging this group to look to international opportunities for growth and prosperity
• Successfully positioned FedEx as a key player within the digital economy, highlighting the growth potential
FedEx Express commissioned global research to gather ground-breaking and innovative insight into the unreported issues impacting small-to-medium sized enterprises and to truly understand their exporting activities.
Three years ago, Spider created a campaign concept that resonated with the small business community – creating the Great British Export Report. Following its success, the report has been rolled out globally, manifesting into the FedEx SME Export Report. The latest study found that e-commerce was generating optimism and growth for SMEs.
Spider was tasked with being the FedEx Express European Hub agency – due to its expertise in executing high level research. Coordinating six European markets, Spider developed a multi-layered campaign ensuring maximum impact, including:
• Creating an stimulating report, that interpreted the research and provided strong analysis
• Gained insight from a leading academic, enhancing the report’s credibility
• Furthered the report’s findings, by producing a visually engaging infographic
• Coordinated six translations of both the report and infographic
• Communicated the main European findings to key media
FedEx Express commissioned research to gather ground-breaking and innovative insight into the unreported issues impacting European small-to-medium sized enterprises (SMEs) and to truly understand their exporting activities.
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The second largest nuclear engineering company in the world (and listed on Euronext), Assystem holds a sought-after client base. A key partner to the world’s largest industrial groups / engineering projects – including Airbus, BAE Systems, EDF, Renault and Rolls-Royce, Assystem is an established brand in home-market France, however unheard of in the UK.
Spider was tasked with building its reputation in the UK market.
Emphasising its specialist capabilities across aerospace, automotive and nuclear, Spider embarked on a programme to propel Assystem, and the industry, forward through communicating its enhanced innovation and next-generation solutions communications were aligned with sales strategy.
Comms that are joined up, linked up and beautifully engineered for results.
British Apples and Pears appoints Spider to handle its communications brief
Spider is delighted to announce that it is getting its teeth stuck into the British apple market as it is appointed by British Apples & Pears to handle its PR, social media, trade communications and website management.
Following a brief to increase awareness amongst consumers for British apples and pears, Spider devised a series of campaigns and activations to not only encourage shoppers to put apples to the top of their shopping list, but also shake up the sector and showcase the extensive repertoire of apples grown in the UK.
Sara Pearson, Spider CEO says; “I have always been passionate about getting British produce put firmly back on the map, which is why we are so delighted to be helping British Apples & Pears in their quest to achieve this. We have strong plans in place to drive awareness and engagement across a wide audience, whilst helping to get British apples firmly back onto supermarket shelves.”
British Apples & Pears is the trade association that represents British apple and pear growers. Formed in 1990, the body is led by a committed board of grower directors, who work year-round to promote the delicious and high-quality top fruit.
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Since appointment in spring 2019, Spider has helped Lily’s Kitchen grow sales by 30%, double its international footprint and make it one of the most sought-after brands in pet food – at least that’s what £100m from Nestle Purina says!
Spider consistently helped build the value of the Lily’s Kitchen brand through big origin-story features with founder Henrietta Morrison in the likes of The Evening Standard, The Daily Telegraph and The Metro.
Glory coverage was underpinned by a growth narrative plotting the appointment of a new CEO, plans for ambitions for international growth, being awarded the Royal Warrant, and celebrating doing business as a founding member of the B-Corp movement in the UK.
Value-building PR was underpinned by reputation boosting social media community management to ensure happy customers alongside positive endorsements from influencers and good scores on influential review sites.
This helped build Lily’s Kitchen’s profile up to market-defying sale of the business to Nestle Purina when Spider co-ordinated a well-messaged and managed announcement with the key ‘business as usual’ message permeating the national city pages and well contained consumer reaction.
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Before the outbreak of COVID-19, the UK’s social care sector had, despite employing and caring for more people than the NHS, scant public or political profile.
When Social Care charity Community Integrated Care approached the Spider Corporate PR team following the outbreak of COVID-19, the brief was to generate any recognition for the sector which was largely ignored by the media and almost entirely omitted from the government’s official COVID-19 plans.
By working to uncover the real stories and plight of social care workers, including (for the first time) announcing cross-industry data on death rates, Spider generated over 240 pieces of coverage for the charity including blanket national and broadcast coverage placing the sector as a whole firmly on the public and media agenda.
Our work which has involved tracking the fast changing daily news agenda helped build the media profile of the passionate and outspoken Mark Adams CEO to that of go-to media commentator for all of the major broadcast outlets and his derision of the Prime Minister’s blaming of care homes for high death rates as ‘cowardly and Kafkaesque’ was not only quoted across the national media but used by Sir Kier Starmer at Prime Minister’s Questions.
Hard-hitting, reactive lobbying was complimented by an ongoing stream of uplifting real-life stories to show positive human experiences of the care sector during lock-down. From stories of England Rugby players shaving their heads for fundraising to staff doing a 1,500-mile charity walk to securing broadcast coverage to celebrate and mark National Care worker Day.
Not only did our comms aid in the sourcing of PPE, help change priority access rules in supermarkets, but also spurred additional emergency investment funding for the sector and put the social care sector at the forefront of the media and national consciousness. Proof if ever, that the mainstream broadcast media influences those in power.
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Major supermarkets Lead generation
Transcend Packaging approached Spider as a fledgling player in sustainable packaging with a mission to reduce single use plastics and boost B2B sales for their paper straw and paper cartons.
Our strategy of proactive newsjacking, pressing for better government action against single use plastics saw them appear in The Grocer, BBC News, Talk Radio and Wired.
By Specifically responding to packaging and sustainability announcements from major brands, we were able to directly drive sales enquiries and put Transcend firmly on the radars of major brands..
When COVID-19 hit, we helped Transcend launch the first paper-based and plastic free face visors, generating rapid sales and further promoting the organisation as a progressive, disruptive and truly mission-based sustainable packaging brand.
