Case study marki Weber Shandwick z brytyjskiego Albumu Superbrands

1. SUPERBRANDS ANNUAL 2010
SuperbrandsDigital.com WEBER SHANDWICK
advocacy into all of its agency work with the
aim of creating an army of believers and fans
for every client.
The agency’s investment in its specialist
offerings has also led to a number of high-
profile new hires and internal promotions
including a new worldwide chief digital
creative officer, a strategic insight and planning
specialist, a head of government and public
sector and a vice chair of public affairs.
Weber Shandwick is a full service public relations agency, helping clients to manage their Brand Values
Weber Shandwick’s values are: creativity,
reputation and achieve their business goals. Serving clients locally, nationally and globally, passion and commitment.
Consultancy of the Year and PR Company Leading the way in digital excellence, Weber
Weber Shandwick puts its creative talent, communications expertise and specialist teams of the Year at the 2009 PRCA Awards and Shandwick created INLINE Communications to With a pool of specialist talent and strong
to work for some of the biggest companies and most innovative brands across the private, SC Magazine Awards, respectively. provide a simple and straightforward solution European and international networks, the
to planning and executing 21st century public consultancy’s clients are among some of
public and not-for-profit sectors. High-profile assignments have included: relations. INLINE Communications are not the top brands, companies and organisations
helping to save the British pig industry by independent offline, online and experiential in the UK and around the world.
developing the integrated ‘Pigs are worth activities – but are campaigns that tell a
Market in 77 countries, Weber Shandwick operates Age. The firm was also recognised as: it!’ campaign for BPEX and the National Pig consistent story across the spectrum of media Every year, Weber Shandwick makes
It’s been a tough 12 months for everyone in the in virtually every major media, government gold medal winner for PRWeek’s inaugural Association; demonstrating Barclays Wealth’s that most influence the audience targeted. a significant investment in staff development
PR industry but, despite the economic climate, and business centre on six continents. Global Agency Report Card; Global Agency knowledge and understanding of the Resident to ensure the consultancy continues to
the UK public relations market continues to of the Year by The Holmes Report; Agency of Non-Domiciled (RND) community; celebrating Recognising that 2009 would also be develop added-value services and to deliver
steadily grow in size and diversity, with an Product the Year at the European Excellence Awards; the achievements of professional British remembered as the year when video on the real business results for its clients. In 2009,
estimated 50,000 people now working in Weber Shandwick is a full service public and was the first-ever agency to be honoured Muslim women with the launch of the first internet truly came of age, the agency introduced the agency introduced its Future Leaders
the industry. relations agency. Its policy of recruiting International Agency of the Year by both PRWeek Muslim Women Power List for the Equality and Weber Shandwick Vision, a new offering Academy, a year-long programme designed
the best media and PR professionals means and the UK Public Relations Consultants Human Rights Commission; helping discount dedicated to digital storytelling through the to equip employees with the skills and
With many companies and organisations it now possesses some of the strongest Association (PRCA) within the same year. retailer Aldi become a national phenomenon as creation and promotion of online video content. knowledge to make them the most respected
continuing to switch their marketing resources teams of experienced senior ex-journalists the credit crunch led to consumers being more professionals in the industry. The Weber
from traditional advertising to PR, key growth and industry specific communications In the UK alone, the agency won more than savvy with their grocery shopping; delivering Shandwick Digital University, a training initiative
areas for the industry over the next 12 months specialists in the business. 30 industry accolades for client work the Know Before You Go media campaign to drive digital PR skills across the agency,
for the Foreign & Commonwealth Office, was also launched across the consultancy’s
In the UK, Weber Shandwick has six specialist encouraging British nationals to prepare for EMEA network.
practice groups in technology PR, healthcare foreign travel; creating a global water-cooler
PR, financial communications, corporate moment for African telecoms company Zain by webershandwick.co.uk
communications, consumer marketing and engaging customers, employees and partners
public affairs and also offers cross-practice in what was the biggest corporate rebrand ever In October, Weber Shandwick also strengthened
consultancy in digital, multicultural and in Africa; and helping the Work Foundation its Technology PR offering with the launch Things you didn’t know
internal communications, crisis and issues demonstrate the social and economic benefits of a UK Cleantech practice, a dedicated
about Weber Shandwick
management, corporate social responsibility, of early intervention in the treatment of specialist group with experience of creating
strategic planning, lifestyle marketing, over-50s musculoskeletal disorders. lasting advocates for new energy and
marketing, broadcast PR, sports PR and sustainability companies. Part of the Interpublic Group of
market research. Recent Developments marketing companies, Weber Shandwick
During 2009, Weber Shandwick continued to Promotion works closely with sister companies
The UK and Ireland business employs around build on the agency’s reputation for excellence Following the launch of its ‘Advocacy starts McCann Erickson (advertising),
include corporate responsibility, multi-cultural 300 people across eight regional offices in in traditional PR by setting a new agenda for here’ positioning in 2007, which illustrated FutureBrand (branding consultancy),
and digital communications, public health, London, Manchester, Glasgow, Edinburgh, during 2009 including: Best Multicultural the future of the public relations industry. the agency’s shift in focus to communications Jack Morton (event management)
technology, sports marketing and corporate Aberdeen, Inverness, Belfast and Dublin. Communications Campaign at the European Advocacy remained at the heart of Weber programmes that forge emotional bonds and and Octagon (sports marketing).
reputation. Globally the company is part of the InterPublic Excellence Awards; five European SABRE Shandwick and the agency continued to invest higher levels of involvement with stakeholders,
Group network with a strong PR presence Awards including Platinum PR Campaign of the in innovation and thought-leadership. Weber Shandwick has continued to embed Weber Shandwick’s Client Relationship
The consultancy sector varies from one-man across the US, Europe, Asia Pacific and Year and Best PR-led Campaign at the inaugural Leader (CRL) programme was selected
bands to UK-only agencies and international in the emerging economic giants of China, Cannes Lions Advertising Festival award for as a case study by Harvard Business
players. Weber Shandwick maintains the India, Russia and Brazil. BPEX’s ‘Pigs are Worth It!’ campaign. School for making a substantial
largest public relations network in the world, contribution to management education.
measured both in terms of number of Achievements Weber Shandwick’s Public Affairs practice was
employees and geographic coverage. With a In 2009, Weber Shandwick won outstanding also honoured as Public Affairs Agency of the In 2009, European and UK CEO
core of 83 owned offices in 40 countries and international praise from its peers when it was Year by Public Affairs News and the agency’s Colin Byrne was named one of
affiliates that expand the network to 124 offices named an Agency of the Decade by Advertising Technology team was recognised as Specialist GQ’s Most Powerful men in Britain
for the eighth consecutive year. Byrne
1974 1987 1998 2000 2001 2009 also authors a blog (byrnebabybyrne.
com) that has been named by
Shandwick The Weber Group is founded in Shandwick International Shandwick BSMG Worldwide Weber Shandwick The Times as one of its Top 50 Blogs
International is Cambridge, Massachusetts as is acquired by The International merges merges with continues to win leading
for Business.
founded in London a communications agency for Interpublic Group. with The Weber Group Weber Shandwick. industry awards and
with a single client emerging technology companies. and becomes Weber is recognised for its
Weber Shandwick is one of the biggest
and a global vision. In less than a decade it goes on Shandwick. work internationally.
graduate recruiters in the UK public
to become a top 10 PR firm.
relations industry.