The Think Tank’s PR strategy leveraged Aquent’s valuable salary and jobs data to highlight industry trends – and amplify its statistical findings to the marketing and HR media.
Our three-month campaign successfully positioned Aquent as sector leaders with unrivalled knowledge of the creative/marketing/martech recruitment space. The core messages for the campaign focused on exclusive industry pay insights, helping talent ‘get their foot in the door’, and Aquent’s understanding of the challenges facing creative and marketing employers.
The Think Tank recommended delivering an exclusive with Campaign Magazine, a main player within the marketing press. We also wanted to increase the number of overall clippings compared to last year’s campaign, and build on the amount of Tier One coverage achieved. The Aquent salary data was used to explore trends such as pay freezes/rises/drops over the course of the past six years.
Our work proved highly successful, exceeding our KPI target by achieving 25 pieces of coverage, including articles in seven Tier One titles. We secured an exclusive with Campaign Week with our 2021 salary release guide, focusing on a lack of junior ‘hires’. A feature was also secured in Design Week, and we were able to get the salary release guide featured as part of Digiday’s ‘Future of work’ special. The release was also picked up by influential industry title The Drum and the Daily Mail’s ‘This is Money’ section.
The topical industry reports demonstrated Aquent’s deep understanding of the type of skills employers currently need in response to the rapidly changing market place, post pandemic.
With our help, Aquent was able to provide news editors with insightful, timely stories. Our PR nous and news sense delivered. Reactive statements allowed us to act quickly and position the client exactly where they wanted to be seen – in top-tier media.
The release of our annual salary guide figures is an important time in our PR and marketing calendar and we rely on The Think Tank to deliver results time and time again. Their extensive knowledge of the creative and marketing recruitment space gives them a detailed understanding of our target audiences and business objectives which makes the working process smooth and easy to manage. We’re also impressed with their ability to turn hard-data into content-rich news and features which journalists love – it helps elevate our brand and position us as true market leaders
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