About Us
Who are we?
We are a prominent strategic and creative brand consultancy. For over 22 years we’ve stood shoulder to shoulder with our clients – building their brands and reputations, changing their markets, and transforming their fortunes with proven, research-led models.
Why are we different?
We deliver tangible commercial results. And our status as the only brand consultancy to ever be a member of the Management Consultancies Association proves that the insight, creativity and commercial rigour we use to write results-focussed strategies work. We don’t promise it’ll be easy, but we have the evidence to demonstrate that it’ll be worth it.
What do we care about?
We believe in knowledge before assumption. We value brain count, not headcount, sector and tactic neutrality, and outthinking over outspending. And we care about the positive impact we make on our clients’ bottom lines.
Are we right for you?
We’re not a traditional agency. We don’t pitch. We don’t churn out marketing department outputs. We work at board level, nurturing long-term client relationships to create new brands, push through barriers to growth, and drive brands to exit. When the work absolutely has to work, you can count on us.
Shoulderto shoulder
Every one of our clients faces unique challenges. We work closely with them to develop strategies for transformational growth.
Re-energise an iconic 80’s brand and stop it losing footfall of over 20,000 per week.
Create a compelling brand proposition with a view to float within ten years.
Respond to a changing retail landscape, build loyalty, and implement a growth strategy.
Turn an under-the-radar success story into a brand with 10% of the SME gas market.
Create a new brand to target the dominant and unchallenged market leader.
Revive an ailing brand in the highly competitive ‘fast food’ market.
De-risk a fleet accident management business model in an environment of perpetually changing legalisation.
Create and launch a new global, multicultural make-up brand.
Establish as the world’s leading water-based screen-printing ink manufacturer.
Establish a brand to challenge a market leader, and double income by 2020.
Turn the business around in a tough, declining market dominated by mega-brands.
Establish the brand as the UK’s market leading food waste recycler.
Help build global equity of this entrepreneurial success story, and maximise multiple value.
Reposition the church’s brand to make it relevant to today’s community.
Shoulderto shoulder
Our Clients. Their Challenges.
Every one of our clients faces unique challenges. We work closely with them to develop strategies for transformational growth.
Turn an under-the-radar success story into a brand with 10% of the SME gas market.
Respond to a changing retail landscape, build loyalty, and implement a growth strategy.
Establish the brand as the UK’s market leading food waste recycler.
Establish as the world’s leading water-based screen-printing ink manufacturer.
The Results
The results we achieve prove
that the hard work is worth it.
Three years on, the brand is the UK’s Market Leader
Turnover has doubled
Customer base has grown by 30%
Now the UK’s market leader in retail logistics
£150m to £250m growth
One of the most successful flotations of 2014
Turnover increased by £5m in Year 1
Retail sales rose 7.6% on a like-for-like basis
£1m profit, compared to a £3.6m loss in previous year
98% sign-up to loyalty programme
Database of 30k opted-in consumers
30% increase in OP
Launched in 2003 and changed the market forever
Transformed a white goods company into an emotional brand
Helped deliver a £160m exit deal in the process.
Doubled turnover and market share (against a backdrop of declining sector sales)
Britain’s fastest growing crisps brand
12th fastest growing privately owned food brand
Dubbed ‘cult beauty brand’ by British Vogue.
Stocked in over 300 locations across the globe
Conceived of, and implemented by, Propaganda
166% increase in OP per head
Transitioned from rebate-derived to fee-based business model
New products developed and marketed in bundles to increase penetration
The Results
The results we achieve prove
that the hard work is worth it.
Now the UK’s market leader in retail logistics
£150m to £250m growth
One of the most successful flotations of 2014
Launched in 2003 and changed the market forever
Transformed a white goods company into an emotional brand
Helped deliver a £160m exit deal in the process.
Turnover increased by £5m in Year 1
Retail sales rose 7.6% on a like-for-like basis
£1m profit, compared to a £3.6m loss of previous year
98% sign-up to loyalty programme
Database of 30k opted-in consumers
30% increase in OP
166% increase in OP per head
Transitioned from rebate-derived to fee-based business model
New products developed and marketed in bundles to increase penetration
Our Approach
Identify & Build Growth
Take to Market
Future Proofing
The Methods
Our original and unique insight-led brand and business process is designed to provide our clients with strong direction. It takes a 360° view of your world and uses insights to drive strategic and creative results-driven recommendations.
We can work with you to implement our strategic and creative recommendations in a number of ways, including:
- Marketing and campaign plan management
- Creative concepts, design, copy, motion graphics and digital
- Social and PR
- Outsourced marketing resource
- Non-executive directorships
Brands are living, breathing entities that require on-going direction and strategy management. We have two tried and tested tools that support continual growth development:
- Brand Health
- Brand Tracking
Our Approach
Identify & Build Growth
Whether you are starting out, seeking to grow, or wanting to exit, we always begin with our principle of knowledge before assumption. We use truth and insight to drive strategy and inspire creativity. It is an approach that has been validated again and again.
The Methods:
Our original and unique insight-led brand and business process is designed to provide our clients with strong direction. It takes a 360° view of your world and uses insights to drive strategic and creative results-driven recommendations.
Long before going to market, it’s imperative that you define, validate and articulate the point of difference of your product, service or brand. Proposition Development is a rigorous analysis of your offering and market, and leads to a robust creative strategy.
This research-driven tool has been proven time and time again to drive successful innovation development for products and services, whether new or existing.
This process enables us to identify the optimum channel and communication strategy to reach as many customers as possible to maximise success in your market
Take To Market
We can work with you to implement our strategic and creative recommendations in a number of ways, including:
- Marketing and campaign plan management
- Creative concepts, design, copy, motion graphics and digital
- Social and PR
- Outsourced marketing resource
- Non-executive directorships
Future Proofing
Brands are living, breathing entities that require on-going direction and strategy management. We have two tried and tested tools that support continual growth development:
- Brand Health
- Brand Tracking
In Their Words
During the time we’ve worked with Propaganda, we’ve been continually impressed by their comprehensive brand planning and fantastic creative flair.
In Their Words
Propaganda is a key part of our transformation. The reaction from our people, customers and even our competitors has only confirmed my initial belief that this work was a ‘must do’, not a luxury. Propaganda is a trusted strategic partner that has helped us achieve a number of important milestones in recent years.
In Their Words
In a relatively short period, we have not only halted a decline in revenue but have driven up service levels, realised cost savings in every area, introduced pioneering products and won new business. If you said that Propaganda had been more than worth its weight in gold to us in the past two years, you’d be about right.
In Their Words
The insight and direction from the 360° audit gave us the courage to make the step change required, from the way we engaged both the trade and our consumers, to the way we policed our business strategy. Moreover, the implementation of regular, formal board meetings chaired and evolved over time by Julian (Kynaston) has been fundamental to delivering our business growth.
In Their Words
Propaganda interrupts our industry thinking and brings objective counsel to our Board. It is a partnership of challenge that has delivered unquestionable rewards.
In Their Words
Response from our Clients.
“During the time we’ve worked with Propaganda, we’ve been continually impressed by their comprehensive brand planning and fantastic creative flair.”
Vanessa Gold, Managing Director
Ann Summers.
“Propaganda interrupts our industry thinking and brings objective counsel to our Board. It is a partnership of challenge that has delivered unquestionable rewards.”
Jonathan Allbones, Director
The Car People.
“Propaganda is a key part of our transformation. The reaction from our people, customers and even our competitors has only confirmed my initial belief that this work was a ‘must do’, not a luxury. Propaganda is a trusted strategic partner that has helped us achieve a number of important milestones in recent years.”
Steve Parkin, Chairman
Clipper Logistics.
“The insight and direction from the 360° audit gave us the courage to make the step change required, from the way we engaged both the trade and our consumers, to the way we policed our business strategy. Moreover, the implementation of regular, formal board meetings chaired and evolved over time by Julian (Kynaston) has been fundamental to delivering our business growth.”
Ken Brook-Chrispin, CEO
Seabrook Crisps.
“In a relatively short period, we have not only halted a decline in revenue but have driven up service levels, realised cost savings in every area, introduced pioneering products and won new business. If you said that Propaganda had been more than worth its weight in gold to us in the past two years, you’d be about right.”
John Catling, CEO
FMG.
From The Blog
What we’re seeing, what we’re thinking, what we’re liking, what we’re doing.
The Management Consultancies Association
The MCA is the representative body for management consultancy firms in the UK. In 2005, we were accepted as the organisation’s first brand consultancy. Since then, we’ve been acknowledged every year at the annual awards in a variety of categories, including of Marketing, Business Innovation, Strategy, and Best Small Firm. Propaganda people have also won Marketing Consultant of Year (twice) and Young Consultant of Year awards.
Membership of the MCA represents a bridge between the strategic and creative strands of what we do. It also gives us a voice in debates with business and government, and helps us play a role in shaping new thinking for the consulting industry. Being a part of the MCA is a badge of quality and sets us apart from our competitors. We’re audited every year and follow a strict code of practice to ensure we continue to meet the MCA’s high standards.
Work That Works
Working Here
Working here is challenging and rewarding. From day one, you’ll work alongside and learn from the team that created some of the most prominent brands of the past decade. You’ll tackle briefs for high-profile regional and national brands. You’ll extend your skills, gain valuable insights into strategic marketing, and exposure to clients at a senior level. And you’ll develop creative solutions that make a fundamental difference to clients’ businesses.
Your progression is based on how good you are – not your qualifications, age, gender or background. If you’re good, we recognise it. We stand shoulder to shoulder with our clients to help them overcome whatever is holding their brands back. That means it can be challenging to work here. Everything we do is questioned and interrogated until we are confident that it’s right. But the rewards for you and the people who believe us make it worth every drop of sweat.
Contact Us
Key Contacts.
Richard McMurrough, Director T: +44(0) 113 322 9660 Email Richard Craig Harrold, Director T: +44(0) 113 322 9660 Email Craig
General.
T: +44 (0) 113 322 9660 Email Propaganda
Address.
Calls Wharf 2 The Calls Leeds LS2 7JU