Carat is one of the world’s biggest media agencies and in the UK handles clients such as British Gas and Vauxhall.
Alongside its original brief of raising director and company profile Carat also challenged Propeller to two further tasks. Replicate the already impressive and consistent coverage in Campaign in the marketing titles to better target clients and reverse industry perception that Carat is purely a buying agency, but is also a very strong media planning agency.
In a bid to answer all of the briefs Propeller began mining all of Carat’s departments, including sponsorship, TV, radio, digital and social, to provide us with opportunities outside of the usual influencer channels. As well as placing appointment and win stories in Campaign Propeller began placing news stories in Marketing and NMA among others.
However, this tactic became invaluable when adding value by giving Propeller numerous ways of targeting the marketing press and the nationals.
As well as placing features and comment in Marketing magazine Propeller circumnavigated Marketing Week’s predilection for not using agencies by either placing Carat in pieces by Carat’s clients or by providing research from Carat’s global CCS market research survey as the basis for trends pieces.
Propeller secured numerous pieces of national coverage by focussing on using Carat’s departments to offer reactive to media stories across all of the broadsheet titles.
Propller also handled the brief to change the industry perception of Carat by using the agency’s to write monthly trends pieces about planning on issues on Think BR as well as placing further thought leadership pieces based on planning issues and research.