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An introduction toXX|XX|XX| [email protected]
This is salt
* Based in London* UK and international programmes* PR with a point of view
Our beliefAny conversation you have has to be of value to the consumer
* Brands need ‘social currency’ - ideas, stories, images - to connect with consumers and build relationships and loyalty.
* At salt, we know how to get brands talked about. And we know what makes a conversation credible.
“If you want to be boring, talk about yourself. If you want to be interesting, talk about something other than yourself.”
THE COCKTAIL PARTY RULE
We use 4 approaches to develop strategic PR campaigns that help brands cut through the noise.
salt is a different kind of PR agency
MOTIVATEDBEHAVIOUR CHANGE
MARKETING WITH A MISSION
CAMPAIGNINGPR
ESTABLISHING AUTHORITY
We use 4 approaches to develop strategic PR campaigns...
salt is a different kind of PR agency
MARKETING WITH A MISSION
CAMPAIGNINGPR
ESTABLISHING AUTHORITY
MOTIVATED BEHAVIOUR CHANGE
"What can brand marketing learn from social marketing?"
"How does a company ever really get to 'own' an issue?"
"How would Greenpeace launch a washing powder?"
"How do you do well by doing good?"
We work with our clients to create sustainable, progressive campaigns that promote business growth openly and enthusiastically alongside wider social, environmental or economic benefits.
We help businesses and brands to stand out by communicating the way successful campaiging organisations do: high impact, low cost, engaging and dynamic.
We use a variety of different approaches and tools to establish our clients as the recognised authority in their sector or on a particular issue, and get their voice heard by the people that matter.
We develop communications programmes designed to deliver positive behaviour change, based on what effective social marketing campaigns do best and what we can easily apply from behavioural psychology.
Our approaches to PR4 different routes to achieving standout communications
MARKETING WITH A MISSION
CAMPAIGNINGPR
MOTIVATEDBEHAVIOUR CHANGE
ESTABLISHING AUTHORITY
How we bring these approaches to lifeThrough a combination of targeted media exposure and...
Social Mission development-------------------------------------------Idea generation --------------------------------------------Corporate communications-------------------------------------------Blog monitoring and blogger relations-------------------------------------------Partnership management--------------------------------------------Internal relations--------------------------------------------Workshop content and moderation --------------------------------------------Media messaging and training--------------------------------------------Stakeholder mapping--------------------------------------------Trade and Professional relations--------------------------------------------Crisis communications--------------------------------------------Press Offices
Some of the tools of our tradeWhite papers, media materials, online content, research reports, guidelines
Sunsilk | Hair & Now White Paper
Ponds | Media Launch Pack
Tilda | ‘Basmati Crop Report’
Snuggle | Website and ‘Do Not Disturb’ Report
Manpower | Employment Outlook Survey
* That enables the highest service levels and hands on delivery by experienced professionals.
* The ultimate expression of this is the fact that every client account team at salt is headed up by one of our four board directors: Richard Cox | Sam Knowles | Andrew Last | Nicky Young
The way we work
*full biogs available, please see appendix
At salt, we have built a team structure...
Collaboration - we’re very good at working with othersThe world has changed - the future of marketing is joint planning across disciplines
* We work tightly with brand teams and their agencies to develop and implement PR projects around the world.
Implementing ideas on a global level
Manpower | USA >developed PR strategy and managed global roll out of the company’s re-brand
Omo | Brazil > co-invented the launch of Dirt is Good PR strategy to support ‘Sports Wave’
Lipton | Kenya > worked with the local team on a series of pan-european press trips
Lifebuoy | India > worked with local and global teams on the brand relaunch
Oral Care | China > managed Unilever’s presence at the FDI annual World Dental Congress in Shenzhen
Snuggle | Italy > helped get Snuggle talked about in main-stream media for the first time
Knorr | Argentina > worked with local team to deliver global healthy eating programme with mainstream consumer media
Ponds | Malaysia > developed press kit for skin whitener launch
Global strategy + local insight = successful activation
Sunsilk | Turkey > provided tools and strategy for national launch of the global campaign idea
Pepsodent | France > provided strategic PR plan and press materials for launch of new toothpaste
Domestos | South Africa > helped the local team relaunch the brand
Manpower | China > worked with the local team to produce a white paper looking at the talent paradox in China
salt and digitalWe understand how PR can work for our clients both on and offline
* salt invests in the latest technology to find where the right conversations are taking place. Then we help our clients decide what’s the right thing to say, and how to say it.
* The internet has changed the rules of the game - brands have to work to be invited into conversations, not interrupt them.
Some of the brands we’ve worked withOur approaches to PR work in almost any market sector
®
for a full client list, please visit saltlondon.com
salt first started working with Unilever Oral Care in 2004, helping to launch the category’s partnership with the FDI World Dental Federation (now 39 oral health improvement programmes in 36 countries). What began as a project to maximise the launch of this partnership, evolved into salt becoming the global PR agency for both partners.
We are responsible for PR strategy and partnership communications for what is considered a best practice example of Unilever’s corporate mission ‘Vitality’, in action. In 2007, salt was appointed as the Global PR agency for the entire category. And now, in addition to supporting the professional dental team, we also work with lead communications agency Lowe in developing integrated brand communications for new products and Social Mission programmes.
Case study| Oral Care | Establishing Authority
Professional relations | NGO relations | media materials | social mission development
Prof relations newsletter
FDI partnership report | 2007
Partnership press coverage | Vietnam
Social mission advertorialProduct launch coverage | StyleTech | Greece
*
In 2007 we told Lipton, ‘if we want the press to write about your work in Africa, we have to take them to Africa to see it’. So salt took a selection of key UK journalists to see the work Unilever was doing in Kenya and the result was some great national press coverage.
On the back of this work, salt developed tools and materials to help European markets tell the story of Lipton’s certification by the Rainforest Alliance and highlight the strides the brand is taking towards a business model fostering sustainable practices.
We’ve also managed their NGO relations, devised a crisis communications programme - ‘Committed to Kenya’, and established a consumer-facing programme to motivate behavioural change by highlighting the tangible benefits of buying sustainable tea, beyond just feeling good.
Case study| Lipton tea | Motivated Behaviour Change
Pan-European strategy | media materials | UK media relations | crisis communications
Press coverage | UK
Press coverage | FinlandPress coverage | France
Online coverage | Italy
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Soon after Heineken’s re-positioning and re-introduction to the UK market in 2001, the brand appointed salt with a singlur objective: increase listings. We were starting out from scratch and protecting premium status meant discounts were out, so we decided to position Heineken as a must-have brand for on and off-trade audiences.
salt’s strategy saw Heineken punch well above its weight across the drinks and retail press. The Publican’s authoritative Brands Report (2006) attributed Heineken’s growth in draught listings ‘to a couple of big years in the PR department’. Consequently, our remit expanded to incorporate consumer PR, product placement, sales support, and PR for two of the brewer’s other brands, Amstel and Birra Moretti.
When Heineken took the decision to stop TV advertising in the UK, we seized the opportunity to position the brand as forward thinking, reassuring customers to continue listing.
Case study| Heineken | Establishing Authority
Trade relations | national media relations | sales support | internal relations | sponsorship
Press coverage | Grocer
Press coverage | Campaign
Press Coverage | The Times
Press Coverage | The Times
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“What is a consumer issue here, is also somebody’s livehood somewhere else in the world and as a result of improved prices, our hope is that we will see more farmers remaining in agriculture and perhaps an expansion in acreage and even a relief in prices.” CNBC, 7th May 08, Jonathan Calland, Tilda
Tilda warned in its report that recent rice price increases are being exacerbated because of countries imposing export bans.
Reuters quoted R. S. Seshadri, Director at Tilda’s operations in India: “Banning the export of rice produces a domino effect across the world market, increasing the pressure on demand from those remaining countries whose markets are still open and causing inflation in countries reliant on imports.” The Guardian, 7th May 2008
Javier Blas, Commodity Correspondent at The Financial Times highlighted that prices could rise further: “Basmati rice prices could jump 40p to £4 per 1kg bag, the leading importer of the grain will say today. Tilda, the UK-based rice company, said that retail basmati prices had risen from £2.79 per kilogramme to about £3.59 in the past year.” Financial Times, 7th May 2008
The topic of increasing prices was also picked up by BBC Radio 4’s The Today Programme which quoted Jonathan Calland, Head of External Affairs at Tilda, “prices which have already gone up by 60% in the last season are going to go up further.”
Tilda in the newsWelcome We have had some useful, and positive feedback from many people following the release of our Basmati Report communication. We would like to thank those people for doing so.
Over last quarter, increasing food prices have been top of the agenda for the world’s media. On 7th May we published The Tilda Basmati Report – 2008 Market Outlook to give an insight into market factors driving commodity price increases worldwide, hence providing information about the issues affecting Basmati production.
The Report attracted unprecedented worldwide media attention, with coverage appearing in a whole host of key publications including: Financial Times, Reuters, Bloomberg and BBC Radio Four’s Today Programme. We would like to share highlights of this coverage with you.
Best wishes
Rohit Samani
“BaSmaTi RiCe pRiCeS SoaR, SeT To Remain high”
JULY 2008The aim of our six month project was to establish Tilda’s position as authoritative market leaders by creating a report on the recent rise in price of Basmati rice. We drafted the industry report, designed to communicate Tilda’s views on the key issues affecting the Basmati crop and to provide a positive outlook for one of the UK’s most popular food commodities. The report’s launch activity secured widespread coverage in global, national, regional and trade media, highlights include: The Financial Times, Bloomberg, Reuters, CNBC, BBC Today Programme, The Guardian, The Daily Mail, Evening Standard, Birmingham Post and The Grocer. In order to reassure Tilda’s customers that the price increases were an unavoidable necessity, salt capitalised on the success of the media launch and created additional collateral for customers. We designed and drafted a customer newsletter, which summarised the Crop Report’s key findings and highlighted the media exposure that the report had received. The newsletter generated extremely positive feedback and strengthened relationships with customers.
Case study| Tilda | Establishing Authority
Corporate comms | national & global media relations | stakeholder mapping & relations
Broadcast coverage | CNBC lunch
Press coverage | The Guardian
Press coverage | The Daily Telegraph
Tilda Basmati Crop Report
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Case study| Pet Foods Manufacturers Association | Behaviour Change
UK media relations | press office | white paper | media materials
Online | PFMA microsite
Press coverage | The Mirror
Press coverage | Telegraph.co.uk
Press coverage | The Daily Telegraph
Press coverage | The Express
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The aims of our six month project with the Pet Food Manufacturers’ Association (PFMA) are to raise the profile of pet obesity and to encourage pet owners to change their behaviour to prevent their pets becoming overweight.
We developed a range of materials including the PFMA White Paper – Pet Obesity: the reality in 2009 and created additional media collateral including: a pass-it-on pack for pet owners, incorporating a family pet pledge, top tips, pet myths debunked and a pet ownership diagnostic tool. Since the launch on 26th March we have achieved coverage in a wide range of media titles, including the Today Programme, 5 Live, GMTV, Daily Telegraph, Daily Express, along with online, regional, trade and hobby press. To drive awareness and behaviour change among children, we helped develop the concept for a kids-centric PFMA microsite packed full of hints and tips on how children can encourage parents to keep pets healthy. We also produced a series of short films for youtube to demonstrate how owners can check their pet’s weight and body condition.
salt’s work for GVI is in two main areas: to raise awareness of GVI’s ethical volunteering offering among the wider gap-year audience and also be directly accountable for generating new business.
The media relations programme we deliver has yielded excellent results. To date we’ve had case studies in a wide range of leading national press titles, arranged journalist trips to far-flung corners of the globe and secured GVI their first TV (GMTV) and radio exposure. Subsequent to this they asked us to handle the brand’s media relations in the USA as well.
Case study| Global Vision International | Marketing with a Mission
Global media relations | sales support | press office
Press coverage | ST Travel
Press coverage | Independent
Press coverage | Telegraph
Press coverage | Daily Express
*
In 2004, research undertaken by education communications specialists, Edcoms, highlighted some issues with the Army’s education offering and retention. Edcoms recommended they talk to salt.
We pulled together a plan of action and having established a more modern and effective communications function at Army HQ, salt got to work on two fronts: comandeering untapped internal media channels (and establishing new ones) to raise awareness of the education offering within the ranks, and using external media channels (national, business and HR press) to appeal to leading training and education bodies such as the CMI.
More recently, in early 2008, salt conducted a thorough communications audit and helped develop branding and conference materials for a new pan-defence training and support oganisation.
Case study| Army | Behavioural Change
Communications strategy | professional relations | partnership management
Press coverage | Personnel Today
Press coverage | FT
Press coverage | Training
Press coverage | The GuardianPress coverage| Personnel Today
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We started working with Manpower Inc, the world’s second largest employment services firm, in 2003, after impressing with our work since 2000 on Manpower’s highly influential quarterly employment survey, MEOS, in the UK.
Since then, our ongoing remit has been to work with the CEO office on the brand’s positioning, manage the company’s reputation and ensure Manpower is considered the global authority on the world of work. This has included ensuring Manpower’s executive board members have a voice at key global platforms such as WEF and the global HR Congress and advising on a global social media strategy. For example, in Second Life, we handled the PR for a virtual event and advised on the launch of ‘Manpower Island’. Today MEOS reaches 35 countries worldwide, and is considered a key economic indicator by the Bank of England and Wall Street. Furthermore, Manpower achieves a greater share of voice in global business media (FT, Wall Street Journal, Reuters) than any of its competitors.
Case study| Manpower | Establishing Authority
Global PR strategy | national & global media relations | press office | crisis management
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Press coverage | FT
Press coverage | Forbes
Global report | MEOS
Press coverage | The Times
Press coverage | Business Week
Case study| Lifebuoy Soap | Marketing with a Mission
Global strategy | NGO relations | media materials | social mission development
*
salt’s relationship with Lifebuoy began in 2006 when we helped restructure Lifebuoy’s global communication objectives. Today we help ensure the brand (and by extension Unilever) gets wider recognition for its pioneering health education initiatives. As the global PR agency for Lifebuoy, salt educates and inspires the global team to harness the power of PR as a strategic discipline. In 2009, Lifebuoy re-launched with one of the largest ever real-life clinical trials by a product brand. A focused four step PR programme helped to position Lifebuoy as a global health crusader, magnifying the context in which the trial reached consumers through high profile news stories and KOF engagement. Lifebuoy is a founding partner of the UN-backed Global Handwashing Day (activated in 85 countries in ‘09). On behalf of the global steering committee, salt developed the strategic framework for GHD in its inaugural year and launched it to global KOFs. We also create annual Activity Packs for Lifebuoy markets to ensure an aligned response to the day. salt now advises Unilever on the role of social programmes and partnerships across its portfolio of brands including integrated PR and digital packages for markets.
Campaign activation | Lifebuoy petition
World Record | Bangladesh
Campaign results | Times of IndiaEducational Booklet| Global Handwashing Day
salt began working with Wisden in 2007 when we were tasked to drive wider interest in the annual, iconic Almanack by taking a deliberately provocative stance in order to gain extensive news and sports media coverage.Each year, salt announces the annual Wisden accolades including the five Wisden Cricketers of the Year, as well as capitalising on the editor’s outspoken point of view expressed in the Almanack’s Notes by the Editor section. salt exploits the content of these editor’s notes to generate media interest, pitch feature ideas to the features and section editors (Sir Tim Rice agreed to write a feature about his love of Wisden for the Daily Telegraph in 2008), organise photocalls, and manage interview requests.
In 2009, when Wisden broke with tradition to name a woman, Claire Taylor, as one of its five Cricketers of the Year, salt handled the highly sensitive news story skilfully, generating extensive media coverage in every UK national newspaper and major broadcast programme including Radio 4’s Today Programme, Sky News and BBC News. Each year salt achieves front and back page news coverage of the Almanack, helping to sustain annual sales.
Case study| Wisden Cricketers Almanack | Establishing Authority
National media relations
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Press Coverage| Daily Express Press Coverage| The Guardian
Press Coverage| Daily Telegraph
Press Coverage| Times
How much do you know about your salt intake?
It’s probably not something you consider often, if at all, but you may be surprised at how much salt is hidden in our diets. Find out if you are salt savvy or slapdash by completing our quick and easy salt quiz:
The significance of salt
Salt is an essential part of our daily diet and it makes food taste good. But too much salt can be bad for you, especially for your heart. Even
small reductions in the amount of salt you eat can have a big impact on your blood pressure which in turn, reduces your risk
of stroke and heart disease. Which of the below groups of foods are highest in salt per serve?
A) Pizza, baguette, salami, crisps, cheese, breakfast cereal
B) Sun-dried tomatoes, tinned corn, peanut butter
C) Milk, vegetables, chocolate
How often do you try to reduce your salt intake by checking food labels?
A) All the time, whenever I canB) Occasionally, if I can be botheredC) You can find out salt levels from food labels? How much salt do you need to add
to your food to be healthy? A) None, my body gets the sodium it
needs naturally from the foods I eat each day.
B) I need to consciously add some salt everyday
C) Constant replenishment, even more when I’m thirsty!
How much salt does the World Health Organization recommend a day?
A) No more than one teaspoon (5g)B) No more than one dessert spoon (9g)C) More than one dessert spoon (9g) everyday
How much salt has Unilever already removed from its foods?
A) Over 9000 tonnesB) Over 5000 tonnesC) It doesn’t matter – it’ll be less than my
personal intake anyway
Mainly A’s: Salt SavvyCongratulations, you are a Salt Saint! Keep up these healthy salt habits and you’re likely to enjoy a long, vitality-filled life with your blood pressure in check. Keep up the good work
Mainly B’s: Salt So-soWell done, you are a Salt So-so! You’re no saint and you’ve still got a way to go with reducing salt levels. However, with a bit more effort you can shake the salt habit and improve your heart health. Get started by choosing the reduced salt versions of your favourite foods and checking out our salt-smart recipes – they’re delicious!
Mainly C’s: Salt SlapdashOh dear, you are a Salt Sinner. Salt is your personal saboteur and you need to combat it as your intake is probably much too high. Start lowering the risk to your health by taking some simple steps to lower salt. Try replacing salty snacks with lower salt options, adding less salt to food and use salt which has already had some of the sodium replaced with potassium or magnesium. Check food labels before buying and ask your friends for their favourite lower-salt recipes.
How Did you do?
Whether you’re a saint or a sinner, go to unilever.com/salt There you can calculate your actual salt intake with our salt calculator and find out more about how salt affects everyone in daily life.
Did you know?Unilever is the first food company to publicly set worldwide goals for salt reduction across its entire range. Under the Unilever Nutrition Enhancement Programme, we have already removed almost 9,100 tonnes of salt from our products.
By committing to reducing salt in the food we produce we are helping the World Health Organisation achieve global sodium intake goals of no more than 2400mg (6g salt) a day by the end of 2010 and 2000mg (5g salt) a day by the end of 2015.
Thanks to our unique combination of chefmanship, technical know-how and the size of our company, we are well positioned to help encourage people to eat less salt and be healthy for longer. Find out more on unilever.com/salt
A pinch of salt doesn’t hurt?
Why should you eat less salt?
Did you know?• Theaveragemaneats11gofsaltperday• Theaveragewomaneats8.1gofsaltperday• Theaveragechild(4-6years)eats4.9gofsaltperday• TheWorldHealthOrganisationrecommendseatingNOmorethan6gsaltperdayforadultsand3gforchildren
Worldwide,childrenandadultseatmorethanhalfthemaximumamountofrecommendedsaltaday.Checkwhatyou’reeatingwiththesaltcalculatoronourwebsitetoseehowfaryouhavetogo.
Soweknowtoomuchsaltisbadforus.Aswithmostbigdebatesaboutfood,itisdifficulttoseparatefactfromfiction.Here’saquickguide.
• Saltsneaksintothemostsurprisingfoods Theworstoffendersincludebread,breakfastcereals,bakedbeans,readymeals,pastriesandcheese
• Eatingsomesaltisessentialtostayhealthy Thesodiuminsalt,togetherwithpotassiumisnecessaryformaintaininggoodwaterbalanceinthebody
• Whencheckingfoodlabels,saltmaybelistedas‘sodium’ Youneedtomultiplythesodiumconcentrationby2.5inordertoconvertittosalt,i.e.sodiumandchloride.
Inotherwords,1gramofsodium=2.5gramsofsalt
• Whenyoucutbackonsalt,itislikelyyouwillnoticeawiderrangeofflavoursinfood,asyourtastebudsadjusttohavinglesssalt
• Shakethesaltbyditchingtheshaker
Tasteyourfoodbeforeyouaddextrasalt–formanypeople,sprinklingsaltontoaprepareddishissimplyahabit
Formoreinformation
andsaltfactsvisit unilever.com/salt
UndertheNutritionEnhancementProgramme,Unileverhasalreadyremovedalmost9,100tonnesofsaltfromfoodproducts.
Ourgoalistohelppeoplereducetheamountofsalttheyeatbyincreasingtheavailabilityoflowersaltfoodandbypromotingthebenefitsofthesefoods.UnileverplanstomeettheWorldHealthOrganisation’srecommendationsof6gofsaltperdayby2010and5gofsaltby2015.
FormoreinformationonUnilever’ssaltreductionstrategyvisitunilever.com/salt
Why Less is more
Millions of people around the world are eating too much salt
Up to 75% of salt consumed by people in developed countries is
from manufactured food
Unilever sets worldwide goals for salt reduction
across its entire portfolio
Eating too much salt puts your health at risk
Salt facts
• Saltisessentialforahealthydietbuttoomuchsaltcanbedangerousforyourhealth
• Youmaynothaveahighbloodpressurenow,buttoomuchsaltinyourdietincreasesyourchanceofdevelopinghighbloodpressureovertime
• Worldwide,oneinfour(26%)adultshavehighbloodpressure,andapproximately8milliondeathsareattributedtoit
Formoreinformationonhowtoreducesaltinyourdietvisitunilever.com/salt
Shakethesalt Shakethesalt
LesssaltMorevitality
In 2009 salt was enlisted as key communications advisers to Unilever on the global salt reduction strategy. salt was tasked with developing a global communications approach to Unilever’s commitment to reduce the amount of salt across its entire foods portfolio both internally and externally
The global communications strategy involved securing senior level buy in and alignment to the global strategy as well as providing practical advice and collateral for employees and consumers on monitoring and moderating their salt intake. salt developed three sets of materials as part of the global communications plan:
1) An internal communications pack consisting of a strategy briefing, Q&A document and sodium fact sheets
2) Tools to support and help raise internal awareness of Salt Reduction Day for employees
3) External website content on Unilever’s salt reduction commitment published on Unilever.com
Case study| Unilever Global Salt Reduction | Establishing Authority
Communications strategy | professional relations | partnership management
*
Internal Communications | table talkerOnline content generation| Unilever.com
Internal Communications | salt quiz
Shake the Salt…
Join us in the Skyline restaurant at lunch time today to find out more about the little ways in which you can shake the salt from your diet
For more information on today’s activity visit unilever.com/salt
Salt is an essential part of our daily diet. But too much salt can be bad for you, especially for your heart.
Display materials | poster
Case study| Lipton Institute of Tea | Establishing Authority
Global strategy | PR helpdesk | media materials | global media relations
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salt’s work with the Lipton Institute of Tea began in 2008, with the development of a suite of PR tools to empower local markets and engage influential health, science and news journalists, as well as key opinion formers as diverse as NGOs, charities, academics and bloggers.
Tasked with developing a clear identity for the Institute, salt created a comprehensive set of materials to kick-start PR activity. These included an operational framework outlining objectives, ways of working and KPIs, a PR toolkit, and a series of scientific fact sheets to unravel specific links between tea and health. salt also established a new, quarterly publication, The Lipton Insti-tute of Tea’s Quarterly Tea Science Review; a summary of recent scientific developments around tea and health, and an oppor-tunity to position the Institute as an authority within this realm.
Operating a PR helpdesk that local markets can tap into, salt also translates complex scientific studies – carried out or funded by the Institute – into easy-to-understand media materials, sharing these directly with global media as well as rolling them out to the local markets for activation at a country level.
Display Materials | Posters Prepatory Materials | fact sheets
Prepatory Materials | operational framework
PR Collateral | Quaterly Tea Science Review
CyDen owns iPulse, a next generation at-home Intense Pulsed Light hair removal system. salt was hired to develop a PR strategy and raft of PR tools and initiatives to ensure a successful launch in central Europe to engage journalists and key opinion formers.
salt worked with UK digital agency Workclub to develop an integrated communications strategy, theme and brand point of view. The simple four-phase PR programme was built around a campaign theme of shining a light on taboo body issues, with a comprehensive engagement plan and materials designed to build credibility, expertise and authority. The aim was meaningful and informative media coverage explaining the benefits and credentials of the new product to consumers to drive sales.
salt shortlisted and recommended a local PR agency in Spain to execute the strategy on the ground and operated a proactive PR helpdesk to ensure iPulse was launched in the best possible manner. Extensive positive media coverage, based around the
PR strategy and content provided in the toolkit has appeared both online and in print.
Case study| Cyden | Establishing Authority
New market launches | PR helpdesk | media materials
Press coverage | leading Spanish beauty blogsPress coverage | Belleza Pura.com
Press coverage | Stilo Online
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Press coverage | Spanish Elle
We started working with Manpower UK, one of the world’s largest employment service firms, in 2000. Our objectives were to: differentiate Manpower within a highly crowded marketplace; manage and protect Manpower’s reputation; and re-launch Manpower’s highly influential quarterly Employment Outlook Survey in the UK.
We established Manpower as the ‘authority on work’, and today we provide a full service Press Office function, including: engaging with media; managing issues; facilitating research, copywriting and launching White Papers for both sales and PR purposes; director profiling; and engaging key stakeholders.
Today Manpower has a strong positive national media presence across traditional and emerging media channels commenting on the world of work. Furthermore, following its re-launch, Manpower’s Employment Outlook Survey is used by the Bank of England as an economic indicator.
Case study| Manpower UK | Establishing Authority
Corporate comms | press office | crisis management
*
Press coverage | Daily Mirror
Broadcast coverage | BBC NewsNational report | MEOS
Press coverage | Daily Telegraph
Case study| TIGI | Establishing Authority
Global strategy | internal relations
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salt’s relationship with TIGI professional haircare began in 2009 when Unilever announced it was acquiring the business.We provided a strategic consultancy role from the outset – conducting a series of internal stakeholder interviews to establish perception issues. This allowed us to develop clear and simple acquisition messaging for the leadership team to deliver to key audiences. salt also developed the first ever global PR strategy for Catwalk; its premium designer-led range which is currently being rolled out globally.
salt’s key role is to build and drive a global PR capability for TIGI: to create a virtual PR network aligning all markets, sharing best practice, and encouraging a spirit of ambition and excellence in PR. This framework enables campaigns to land and be rolled out efficiently, effectively and consistently. salt also provides high level strategic advice for the Masterbrand, ideas that will work globally and manage their deployment.
Collaboration | Catwalk by TIGI and Christopher Kane
Press Materials | Catwalk relaunch
PR launch strategy | Catwalk PR pack
salt has worked in global partnership with Sunsilk, for over three years and in that time PR has become an essential discipline in key markets, such as LatAm and Asia
This year the brand underwent its biggest ever re-launch. salt was involved from inception, ensuring the brand campaign idea – Co-Created with seven of the world’s best hair experts – was understood globally and delivered authentically. At launch, we provided a 40 page media content kit, designed to be used either in its entirety to brief journalists, or to be dismantled by the markets and used digitally. We run a busy PR helpdesk, providing markets (and their local journalists) around the world with interviews with the expert
“Co-Creators”, media appearances, PR images, and a raft of fresh content ready for translation.
Case study| Sunsilk | Establishing Authority
Global strategy | media materials | content management | global helpdesk
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Global Newsletter | Sharing best practice across the wider Sunsilk network
PR advertorial | Vogue Brazil
Event Planning & Sponsorship Support | Fashion Rocks, London
salt has worked with Domestos since 2008 - we play a central role in Domestos’ global communications implementation including strategy for product launches and NGO partnerships.
In 2008 salt created the PR communications plan for the launch of Domestos 24 hr. Building credibility and engaging with consumers, salt provided Domestos’ leading markets with guidelines and tools to carry out a successful, consistent campaign globally, with particular success in South Africa and Turkey. In 2009, salt mediated the partnership between Domestos and the World Toilet Organization establishing the brand as the first official sponsor of World Toilet Day, an event that aims to raise the awareness of toilet hygiene and sanitation on a global scale. salt developed the global PR strategy for key markets to implement and gain positive media coverage; these markets held press conferences and carried out media tours with key spokespeople to secure coverage in top tier media including Reuters and HTV 9.
Case study| Domestos | Establishing Authority / Marketing with a Mission
Global strategy | NGO relations | media relations | content management | global helpdesk
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Event Support | WTD
Press Coverage | WTD
Press Coverage | WTD Press Coverage | WTD
salt works with the UK’s best-loved and oldest name in chocolate, Thorntons. We are an integral part of the central brand development team, and run the busy Thorntons Press Office with a focus on supporting two business areas; seasonal pushes (inc. key trading periods of Christmas, Valentine’s Day, and Easter) and new product launches.
salt regularly achieves media coverage for Thorntons products in national and regional newspapers, women’s consumer titles, online media, broadcast channels and specialist food trade titles, as well as trade publications.
Additionally, we support and drive publicity around new product launches; we created a 12ft chocolate Eiffel Tower at London’s St Pancras Station as the centrepiece at a media launch event for the new Continental City Boxes Paris Collection. We also launched Thorntons stylish Metropolitan chocolates at the Met Bar, and gave over 50 high-profile journalists from media including The Sun, Grazia, Channel4.com, Press Association, Sunday Times Style, Chocablog.com, Real People and The Independent, a tasting session with Thorntons Master Chocolatier, Keith Hurdman.
Case study| Thorntons | Establishing Authority
UK media relations | press office | event management | blogger relations
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Press Coverage | Cosmopolitan.co.ukNational TV Coverage | Jonathan Ross BBC show
National Press Coverage | Daily Express
Blogger relations | launch event
salt’s relationship with Vaseline began in 2007. In that time our role has been broad, ranging from providing global strategic brand communication advice, to advising on the development of the brand social mission, structuring the brand authority properties and developing regional-specific campaigns around product innovations.
In 2008, salt worked closely with the global brand team to develop the world’s biggest research in to skin beliefs and behav-iours. Following this we created a global toolkit to enable local markets around the world to use this research in their communi-cation activities. Similarly, we developed a comprehensive pack to help local markets engage with and make use of the Vase-line Skin Fund in their communication.
Most recently, salt has worked with the Vaseline global teams based in Asia to develop specific campaigns around product in-novations in the region, in particular the launch of the Vaseline MEN range and Vaseline Healthy White SPF 24. For the latter, salt developed a campaign to educate young women about the importance of a high SPF in their body whitening lotion; using Vaseline’s credentials as a health brand to build authority and working closely with partner agencies to create engaging col-lateral, the campaign will be rolled out around the region in 2010.
Case study| Vaseline | Establishing Authority
Global strategy | media materials | authority reports | workshops | newsletters
*
80% of women hide from
the sun every day
Press Coverage | media advertorials Branded Authority | the Secret Sun ReportPress Coverage | consumer research & product PR
salt began working with the Oral Care Category, along with agency partners Lola and Mindshare, to develop their Social Mission in early 2008. The objective behind the campaign was to encourage twice daily brushing, which would simultaneously improve oral health, and drive toothpaste consumption.
The campaign centred on a key insight; that tooth brushing is often a tortuous moment for parents and children alike. salt developed a brand-ownable PR campaign that underpinned the insight “turn brushing into sharing; from a torture moment to a shared moment where the brushing habit is passed on.”
Case study| Oral Care Social Mission | Motivated Behaviour Change
Global Social Mission strategy | authority white papers | media relations | consumer research
*
Press | advertorials
Regional Press Coverage | Indonesia
Partner Engagemet | FDI
Global media coverage
salt began working with Family Goodness in 2009. The brief was to pull together a global strategy to help mothers understand the benefits of including margarine in their children’s diets. In particular, to educate mothers about the importance of feeding their children Essential Fatty Acids (found in Family Goodness margarine) for healthy growth and development.
salt worked closely with partner agencies to develop the initial global strategy, following which, salt also developed a tailored strategy for the European market. In order to better understand the requirements of the markets involved, salt led a Pan-European PR workshop.
The outcome of this work has been the development of long-term PR strategies employing a number of different tools to engage with, and educate, mothers. These tools include authoritative, key opinion former-led white papers, family-friendly educational events and newsworthy consumer survey results.
Case study| Family Goodness| Behaviour Change
Global strategy | authority white papers | consumer research | workshop development
*
The challenge: to raise awareness of the European Elections on 4th June 2009, and communicate core messaging that UK citizens are eligible to vote.
In response to the brief, salt ran a UK media relations campaign in advance of Election day, focussing on an interactive roadshow in 10 key cities across the UK. Highlighting a number of key issues that the European Parliament has influence over, the roadshows provided a clear PR focus and gave media – in particular broadcast channels - a tangible, visual experience.
PR activity included securing media interviews for key spokespeople, the sell-in of VNR footage to generate broadcast coverage, management of event photography, and the production and circulation of both pre and post-event press materials. salt secured extensive print, online and broadcast media coverage across target media including BBC Newsnight Scotland, BBC Radio Norfolk, Edinburgh Evening News, Western Morning News, Yorkshire Evening Post and birminghammail.net.
Case study| EU Elections| Marketing with a Mission
UK media relations | event management | communications strategy
*
Regional press coverage | Scotland
National press coverage | BBCRegional press coverage | Wales
Appendix
* Biographies
* What’s in a name
* Contact details
Biography | Richard CoxCo-founder & Board Director | [email protected]
Richard Cox is the co-founder of salt. He leads our work on Campaigning PR, helping commercial organisations to think and act the way successful campaigning organisations do > high impact, low cost, engaging and dynamic > to deliver improved return on investment. Richard works with some of the world’s leading global brands, from Sunsilk to Tesco. He also advises major corporations; like Unilever and Manpower, on internal and external communications strategy – in particular stakeholder influencing, communications planning and the management of international PR programmes. Before forming salt, Richard was a managing director in Burson-Marsteller’s consumer marketing practice. His experience covers the full range of PR techniques and has been used successfully by such high profile companies as J Sainsbury, BT, Mars and Britvic.
Richard Cox
At salt, Sam Knowles directs the company’s Motivated Behaviour Change practice, combining 20 years in consultancy with a keen understanding of human motivation developed while researching and teaching psychology at Sussex University.
Sam is a seasoned PR practitioner with wide experience of corporate and consumer communication. He has worked with Unilever for 12 years and currently leads salt’s work on Lipton, Domestos, and a project to change childrens’ tooth-brushing behaviour. Before joining salt, Sam was Principal Consultant at Kaizo, running corporate and crisis programmes for Elsevier and J&J. He has consulted with many food, FMCG and publishing companies, from Mattel and Anheuser-Busch to Penguin and the Portman Group.
Biography | Sam KnowlesBoard Director | [email protected]
Sam Knowles
Biography | Andrew LastCo-founder & Board Director | [email protected]
Andrew Last co-founded salt and leads the company’s Marketing with a Mission practice, developing programmes that use societal issues to drive brand growth. He has worked extensively with Unilever’s Vitality team and with brands in the skin category.
Before forming salt, Andrew was a lead consultant at Bell Pottinger Consultants. He has worked with high profile organisations on the media, political and financial implications of major national and international issues, notably the BSE crisis for the British meat industry. He has considerable experience in the food and drinks industries, with clients including Heineken, English Apples and Pears, Muller and McVities, as well as the Meat and Livestock Commission and Mars, and has conducted stakeholder audits and strategy development work for organisations as diverse as the Law Society, the England and Wales Cricket Board, Cornwall County Council and Nike.
Andrew Last
Biography | Nicky Young
Nicky Young leads salt’s Authority practice, developing programmes that help companies evolve into recognised authorities in the sector or subject matter that is core to their business. She has worked extensively with Unilever’s Oral Care category, particularly on the category’s partnership programme with the FDI World Dental Federation and in developing the category’s Social Mission. Before joining salt, Nicky worked at Grant Butler Coomber, a specialist IT PR agency. There, Nicky specialised in media and analyst relations across a range of blue chip clients including Ernst and Young, Nokia and Computer Associates. Prior to GBC, Nicky worked at PA Consulting Group in the Strategy and Marketing Practice.
Board Director | [email protected]
Nicky Young
Why we’re called salt
* We believe in being straightforward and transparent in everything we do. We’re the salt of the earth.
* We believe our work enhances the flavour of brand communications.
* We believe good, honest communication is an essential ingredient for any brand.
* We believe in adding value to every client’s budget. We’re worth our salt.
+44 (0)20 8870 6777
Park House, 14 Northfields, London, SW18 1DD
www.saltlondon.com
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