The Agency

Glutafin, one of the leading providers of prescription-only gluten-free food products, has appointed leading brand response agency, TheAgency to evolve the food brand, engage with a wider base of consumers and healthcare professionals, and promote new product launches.

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Okay, that may just be a headline to grab your attention, but the point I’d like to make is that social media is turning us all into our own PR agents.

I was recently on a LinkedIN discussion when a few mis-directed remarks were made from one of the key participators. Granted, it was Saturday, the hour was late, and they may have been at the thick end of a bottle of wine, but the recoil was big. 70, 80, 90 posts later, and it became apparent that people just weren’t going to let this one go.

What I witnessed was a display of political correctness worthy of the Walton’s. And what was most cunning was the extradition of said participant from the main event. A few carefully chosen words, and two explanatory statements later, and their profile had been successfully washed.

What’s fact is that by participating in social networking we are now required to manage our profile as carefully as a brand. What’s fascinating is how well we do it. Have we finally graduated from the school of Max Clifford?

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We’ve recently run a number of campaigns in the gaming sector. The guys in the office often hook up online to play various games. So I thought it was high time that I dived in and tried it myself.

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Despite times being tough, our criteria for choosing who we work with has got even tougher. In the good old days, before bank balances took a bashing, investors used to look for big ideas to back. Today, we see venture capitalists investing in the people behind the ideas, in addition to the ideas themselves. Dragon’s Den entrepreneur Sharon Wright, creator of Magnamole is a classic example – the only applicant to have been able to negotiate successfully on percentage equity with the notorious dragons by wowing them with her own business acumen and personality.

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