The Agency

Glutafin, one of the leading providers of prescription-only gluten-free food products, has launched a new advertising campaign designed to help coeliacs carry on with life after diagnosis.

Created by TheAgency, a leading brand and response marketing consultancy, the campaign will develop the theme “Appetite for life” across all communications, highlighting the many ways coeliacs can successfully get on with their lives.

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Before the rise of the digital aisle, we’d thumb through records or books in a store and MIGHT get a bit of advice from a shop assistant or another shopper.Outside of our own peer groups or reviews, we weren’t inundated with advice on our purchasing decisions.

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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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To the casual observer, the recession appears to have made consumers far more careful. But actually, we may be witnessing a more significant change in their behaviour. They are, in fact, becoming considered rather than careful. Consumers are increasingly ready to break away from more ‘conventional’ behaviour. But before we go into the why let’s examine the evidence…

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BSM, the largest and most established driving school in the UK, is launching its ‘Pass on the BIG 100’ campaign in January, created by TheAgency to celebrate its 100th birthday. The campaign, the third in a succession of sales beating quarters, will run across online, radio, cinema, press, direct mail as well as point of sale, and will celebrate BSM’s landmark achievements over the last century.

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