• Measure everything – powerful and compelling metrics are a vital element of any campaign. Hunt for hard evidence that proves a campaign is making a difference.
• Say it and say it again – there is nothing worse than an information vacuum, particularly at times of peak demand. Regular, consistent communication is reassuring and safeguards against misinterpretation of your message.
• Believe in Murphy’s Law – cover every angle and pre-empt even the most unlikely scenarios. No truer is this than for events, where you are often at the mercy of outside forces.
• Develop PR paranoia – to reinforce your belief in Murphy’s Law, treble check everything. Has anything been missed? Have documents been proofed thoroughly for grammar, spelling and formatting errors?
• Deadlines are sacred – never ever miss a deadline, set realistic timescales from the outset to avoid this.

So if you want to scale the stairway to agency heaven, follow these steps to guide you on your way:

1. Produce a written brief for your agency with clear objectives and budget for each campaign
2. Make the time for regular calls/face to face meetings with your agency
3. It takes time to change perceptions so avoid the temptation for quick fixes
4. Avoid spreading resources too thinly, ask your agency to focus on a few key activities and do them well
5. Set realistic deadlines. Last minute requests are sometimes unavoidable but aim to use them sparingly
6. Set and agree realistic measurement targets
7. Invite push back/critique of internal requests so that transparency and openness will flourish
8. Give credit where credit is due to your agency
9. Treat your agency as an extension of your own team
10. Keep your agency in the loop and share information in a timely fashion

The episode led me to think about the impact of the experience on the consumer. More broadly I started to consider the value of a sponsorship that removes consumer choice. After all, at the Olympic Park I can choose an English roast rather than McDonald’s, I can use my Apple or HTC rather than a Samsung, or sip an Innocent smoothie over a bottle of Coke. So why should my choice of payment card be restricted?

Not only did the Frenchman leave with a poor impression of his retail experience at London 2012, he was no doubt given a poor impression of VISA. Sponsorship is supposed to positively associate a brand with an event’s values while reaching consumers when they are in a heightened emotional state. This time, the Olympic ideals of sportsmanship, healthy competition, and unity of nations were nowhere in sight!

The lesson for VISA, and any other sponsor, is that choice must come first.  A relationship that holds consumers hostage destroys the positive association with the event and may do more harm than good to your brand.

Strategy:
JogPost hired London PR agency, 3:nine, to tell the JogPost Courier story and concentrate media efforts on the company directors and the jogging couriers. Key messages were developed which included the upcoming Olympics but also emphasised the longer term nature of the business to help all logistics companies deal with city congestion.

Results:
The launch achieved extensive international coverage with over 100 mentions including the BBC, Guardian, Daily Mail, Washington Post and Associated Press, as well as the specialist logistics magazines. All the coverage mentioned the JogPost name and quoted JogPost co-founder JJ Harding. Many outlets picked up on the fact that JogPost Courier would be a viable option for logistics companies outside the Olympic period and that the JogPost couriers could help them deliver a more reliable and consistent service.  Another key message, that JogPost could reduce the impact of deliveries on the environment, was also widely covered.

Air Products expanded its European healthcare business rapidly, acquiring successful independent businesses in the UK, Ireland, France and Germany. However, it needed to change these local brands to Air Products, in order to capitalise on the power of a global presence. Domisanté, the local French business, had a complex set of stakeholders and the risk of resistance to the presence of a US-owned business was high. Careful planning and stakeholder consultation were therefore of paramount of importance.

Strategy:

Following an audit by the brand change team, a comprehensive strategy for communicating the change as well as handling the physical change was developed. Employees were consulted, then clinicians, health service officials, patients, charities and a host of other groups were gradually introduced to the new brand in a carefully controlled way using face to face communication, direct mail, media relations, advertising, and industry events. Care was taken to gather feedback and take concerns into account.

A careful balance was struck between emphasising Air Products’ global expertise and resources, and highlighting the presence of the local French team, while ensuring patients and carers understood that their service would not be affected.

Results:

A post-change survey found that stakeholders were overwhelmingly positive about the brand change. Despite some challenges with pronunciation of the new name, patients and carers were reassured that the change was in name only and quickly adapted to the new brand. The physical change, including site branding, vehicles, medical equipment, and patient education materials were introduced smoothly and efficiently. Air Products is now widely recognised in the French healthcare market.

The 3:nine team was asked to support the Advanced Institute of Management Research (AIM Research) to bring the work of its business school researchers to practitioners and policymakers via the media.

Strategy:

AIM Research’s goal is to develop world class research that makes a tangible difference to management practice and the UK economy. Working closely with the AIM Research academics and press offices in their respective institutions, 3:nine analyses comprehensive research documents to identify pertinent and interesting angles for the business, management and specialist media.

Results:

• Over 50 items of national media coverage, both online and print
• Coverage in business publications from Professional Manager to Accountancy Age
• International media coverage in publications ranging from The Australian to the Financial Times Asia edition
• Articles in THES and the FT on significant issues facing business schools
• Worldwide SEO optimised internet coverage generating traffic to the AIM website
• Regular request for expert comment from AIM Research academics
• AIM’s work has been recognised by senior Government officials, with its research being cited by Ministers in speeches and reports.