Canela Credentials presentation 2014


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Canela Credentials presentation 2014

  1. 1. We know how to make noise
  2. 2. Introduction Things you should know about Canela Canela in numbers • 8 years experience • 15 communication consultants • 3 offices Barcelona, Lisbon and Madrid • 650.000€ turnover in 2013 • 2 SABRE nominations Best PR Campaign in Iberia and best Consumer Technology campaign Spain • 3 of our clients are number 1 in their sector (Lenovo, Getty Images, Western Digital) 02.
  3. 3. Introduction What you should know about Canela Why Canela? • Autonomous - We are independent, flexible and most importantly agile • Open - No budget is too small and no client is too big • Artisanal - We form part of your team and always go the extra mile • Ahead of the game- Our team is always ahead of the latest trends in PR and social media • Multilingual - We have excellent English language skills all our practitioners are bilingual 03.
  4. 4. 04. Services What we offer Strategic • Communication consulting Media Relations Social Media • Proactive press office • Planning & Strategy • Product and service launches • Social Media profiles set up • Product Reviews program • Community Management • Public Affairs* • Corporate and Executive profiling • Content creation & Engagement • Speaker Bureau • Events Management • Competitions and promotions • Sponsorship • Thought leadership • Media Training • Access to an International network • Monitoring & Evaluation • Crisis Management • Opinion articles • Training *Spain only
  5. 5. 05. Current Clients Brands we work for Consumer Corporate
  6. 6. 06. Client experience Brands we have worked for Consumer Corporate
  7. 7. Client experience What we do for our clients 07. We are the agency that • Manages the press office, product review and social media programme for Lenovo, no.1 vendor of PCs and tablets worldwide. • Manages the corporate press activity for the world’s number 3 e-commerce provider, Rakuten. • Sent 80 WD products for review in 2013. • Launched Orange’s voicemail application for iPhone and Android in Spain. • Manages the social media profiles for Lenovo, Western Digital, Hitachi Data Systems, and Angostura Rum. • Encourages the Spanish public to talk about erectile dysfunction for Boston Medical Group. • Launched A Day Without News Campaign for Getty Images, the worlds leading provider of digital media content. • Managed Nissan’s winter sports sponsorship programme.
  8. 8. Case Study: Lenovo Celebrity Event Objective • To present the wide range of Lenovo Yoga Devices to media and clients • To create a close relationship with clients and journalists in a relaxed atmosphere, profiling the local spokesperson • To generate positive coverage about Lenovo, also in lifestyle publications Response • Canela organized a cocktail during afterwork time in the Urban Hotel (Madrid) which included a presentation by Maite Ramos, General Manager at Lenovo Iberia, about Lenovo’s star products • Canela invited some celebrities (Anne Igartiburu, María Castro…) and managed a Yoga Master Class for children led by the model Cristina Piaget to generate interest from the lifestyle press. Bimba Bosé was the celebrity DJ for the party Results • 51 journalists and 32 clients attended the event • HighliCoverage appeared in a range of media including magazines, braodcast and online IT (Andro4all), professional (ElectroMarket), lifestyle (LOVE) and TV (TeleMadrid, TVE…) 08.
  9. 9. Case Study: WD Press Office 2013 Objective • Canela PR have been managing WD’s press office activity in Spain since 2006. • Our objective is to position WD as the leading vendor in digital storage and achieve the maximum share of voice in relation to the competition. Response • Canela’s press office activity combines both product and corporate PR in a wide range of media including consumer tech, lifestyle and general media. • We also conduct a rigorous product review programme and organize competitions with various media. • We organize spokesperson profiling through interviews with target media. Results • In 2013 we achieved over 700 pieces of branded coverage including articles published in national media, regional media IT and lifestyle media with an audience reach of over 700 million • We achieved 13 radio, magazine and online interviews Newsbook,, Cope 3D (COPE), 3.0 (,, • We sent 80 products for reviews and achieved 17 awards. 09.
  10. 10. Case Study: Getty Images Objective • To position Getty Images as the leader in the creation and distribution of audiovisual contents in Spain. • To create awareness about the breadth of the product portfolio offered by Getty Images with the aim to stimulate the growth of sales and the number of clients in Spain. Response • Canela organised a series of interviews and bylined articles for Daniel Glückmann, Getty Images Director in Spain and Portugal. • Canela adapted and distributed press releases from reports and campaigns of the company (e.g Curve report, A Day Without News…) Results • 135 pieces of branded coverage in the most important national press and marketing media, El Mundo, Europa Press, El Publicista, • Interactiva published a full-page interview with the Director of Getty Images in Spain • 33 pieces of branded covergae for A Day without News? campaign including an article in El Mundo with Aidan Sullivan, VP of Getty Images 10.
  11. 11. Case Study: The Rakuten Grand Opening press conference Objective • To organize the launch of Rakuten in Spain in order to introduce the brand in the Spanish market. • Position the CEO of Rakuten Spain as an opinion leader in e-commerce sector in Spain. Response • Canela organized a media roundtable for 10 journalists including Q&A opportunity with the CEO in Spain and the COO of Rakuten Europe. • Canela organised a series of one to one briefings with media in the lead up to the launch in order to create media momentum Results • The Grand Opening press conference was attended by ten journalists, including top business newspaper Expansión, news agency EFE and regional TV TV3 • 38 articles secured, 18 from the top tier publications in national and business press, e-commerce, IT and SME’s publications such as El Periodico, Diari Ara, Cinco Días, La Vanguardia and MuyPymes with an audience reach of over 7,483,748. • 4 in depth interviews managed with TV3, Efe, eMagazine and eCommerce News and also 4 questionnaires were managed. 11.
  12. 12. Executive Team Biographies Who we are Deborah Gray Director and Founder Deborah Gray has over twenty years experience in public relations, eight years in the British market and twelve years in Spain. In 2006 she founded Canela whose clients currently include world leading brands such as Lenovo, Getty Images and Western Digital. 12. Esther Presencio Director, Madrid Office Esther has over fifteen years experience in the IT sector as a journalist and public relations consultant. Esther joined Canela in 2008 to open the Madrid office. She currently leads the Lenovo, Hitachi Data Systems, Getty Images and Boston Medical Group accounts. Carl Couto Director, Lisbon Office Alba Calvet Director, Barcelona Office Carla was a journalist for more than 15 years she was the editor of two successful lifestyle magazines DIF and PARQ. In 2010 she set up the Canela office in Lisbon and is the lead on the Freelancer, Second Love and White Road accounts. Alba has nine years experience in public relations. Alba has worked for several IT and consumer electronics accounts such us BlackBerry, HTC, SanDisk and Kodak. At Canela, Alba leads the Western Digital, Rakuten and Freelancer accounts.
  13. 13. Thank you very much for your time