Propaganda brings menopause future to life as GenM debuts brand film at Retail Week LIVE

Propaganda brand consultancy has created a brand film for GenM, the menopause partner for 90 retailers and brands such as Tesco, Boots, QVC and Sainsbury’s. GenM is debuting the film at LIVE 2024, the UK’s leading retail conference, alongside their world-first menopause aisle concept, developed in collaboration with Propaganda. The film comes as part of wider rebranding strategy for GenM including a brand new CVI, updated TOV and new creative. 

Placing the viewer in the shoes of the confused, overlooked and underserved menopausal consumer, the film effectively communicates the unique proposition that GenM offers as menopause partner for the UK’s top retailers and brands. With GenM research showing that 87% of menopausal women feel overlooked by brands and 66% feel that they don’t signpost menopause-friendly products clearly, GenM empowers retailers and brands to understand and serve the UK’s 15.5 million menopausal customers. Notably, a huge 80% of women want clear menopause-friendly labelling when shopping, which GenM is empowering brands and retailers to deliver.

The film shows a stylised version of the current predicament faced by consumers – little to no signposting for menopause-friendly products – with a solitary woman wandering a never-ending line of colourless shelves full of blank, white bottles. This seemingly infinite status quo is then contrasted with the GenM difference: a vibrant, bustling and colourful world of clear signposting to a myriad of helpful solutions.

The concept was developed by Propaganda’s creative team and the filming was produced by Tungsten Media. Propaganda has been GenM’s strategic partner since 2021, and continues to support them across brand strategy, creative, social and PR on a retained basis. 

Propaganda was also instrumental in helping GenM develop the MTick – the world’s first universal shopping symbol to signpost menopause-friendly solutions. Proudly displayed on packaging, advertising, marketing, online shopping pages, or at point of sale, the MTick is already visible on hundreds of product SKUs and is also positioned in Boots and Tesco stores across the UK.

Lee Bennett, Propaganda’s Head of Creative said, “This brief was a fantastic challenge for our team to get stuck into. As the menopause partner for brands and retailers, GenM performs a role that is new to the industry, and that most people won’t have heard of before. It was exciting to find a clear and engaging way to communicate their unique position to key stakeholders and consumers alike.”

Heather Jackson, co-founder of GenM said, “Working with Propaganda over the last few years has completely transformed GenM and the team has been instrumental in the impact that we’ve been able to achieve. We are so proud of this brand film that demonstrates our vision clearly and effectively in an engaging way. We look forward to continuing to collaborate with Propaganda to bring visibility to the menopause market.”

Propaganda secures a flying start to the year with a flurry of new business wins

Brand consultancy, Propaganda, has announced three major new account wins. 

Reward Finance, Principle Healthcare and Ventrolla all commissioned Leeds-based Propaganda in January on major brand positioning briefs to secure their future growth. 

These account wins continue to cement Propaganda’s growing profile in the advisory space with two of the three clients coming via a corporate finance referral. 

Laura Kynaston, MD at Propaganda said ‘Propaganda has worked tirelessly to get the strategic brand debate to its rightful level at C-Suite. We were therefore delighted when all three of these new clients approached us via their senior board, based on the results we are delivering and the impact we are making. We are really excited about working on the new briefs. It’s a fantastic start to the year.”

Principle Healthcare, backed by German Private Equity firm Capiton, approached Propaganda to help author a strategy to grow their Vitawell brand of vitamins and supplements currently stocked in several leading retailers including Tesco, Morrisons and Amazon. 

Principle Healthcare Group MD John Sutcliffe said ‘As a GenM member, we’ve been really impressed by Propaganda and felt they were the perfect partner to work with us on our next stage of growth. We’re looking forward to seeing where they take the Vitawell brand.”

Leeds-based Reward Finance are a leading short-term lender for SMEs and have enjoyed rapid growth in the last 5 years. Propaganda has been appointed to advise on a strategy to support significant further growth for the brand and its geographical expansion. 

Nick Smith, Group MD at Reward Finance said ‘We’re an ambitious brand, keen to push the boundaries and perceptions of the short-term lending market. When we met Propaganda, we knew we’d met an equally ambitious partner, ready to disrupt our market.”

Ventrolla are a market leader in heritage and replacement sash windows and are looking to build on their market leading product and service with a brand strategy which can drive a 3-year growth strategy. 

Ventrolla CEO Ian Flanagan said ‘We first met Propaganda in 2021 and were impressed by them then. I’m delighted that Ventrolla is now in a position to capitalise on Propaganda’s approach and look forward to working with them to develop our future growth plans.’’

All three clients are currently in Propaganda’s Brand Discovery™ consultancy phase with recommendations and implementation due in Spring. 


Propaganda recognised by Financial Times among UK’s leading management consultancies

Propaganda has been listed in the prestigious Financial Times’ Leading Management Consultancies 2024. This year marks the 7th annual listing from Financial Times and the 5th time Propaganda has been included in the list. 

The index is based on three rounds of surveys undertaken by Statista. A completely independent process, the rankings are generated through recommendations from clients and peers.

James Bacon, Senior Key Account Manager at Statista said, “The Special Report identifies the most highly recommended management consultancies and consulting networks in the UK, primarily based on surveys launched by Statista and the Financial Times among peers and clients. It was through this process that Propaganda stood out – and is named among the UK’s most highly recommended consultancies and networks.”

Laura Kynaston, Managing Director at Propaganda said, “We are delighted to be recognised for the 5th time by the Financial Times as one of the top management consultancies in the country. With over 30 years of working with a variety of challenger and leading brands to transform their businesses, the results that we have delivered for clients over the decades speak for themselves. We are honoured that our work continues to be recognised and are grateful to all of the clients and peers who recommended us.”

Propaganda delivers brand refresh and repositioning for UK’s leading food waste recycler

Propaganda brand consultancy has delivered a brand refresh and updated proposition for ReFood, the UK’s leading food waste recycler, in response to challenging market dynamics and increased competition. 

Propaganda has worked with ReFood for over 10 years, having created the UK launch and brand strategy back in 2013. The evolved repositioning focuses on ReFood’s pivotal role within the renewable energy sector and communicating how food waste is a sustainable energy solution – a message no other anaerobic digestion food waste business truly owns.

The new strapline ‘ReEnergising Britain’ encapsulates ReFood’s significance in not simply collecting food waste for recycling, but uniting communities and businesses in driving towards more sustainable solutions.  

ReFood collects commercial food waste and transforms the waste into renewable energy and biofertilsers through the process of anaerobic digestion. The clean energy produced then goes to supply the National Grid, while the nutrient-rich biofertilisers are used in agriculture, creating a unique closed-loop system.

Over recent years, the food waste recycling sector has evolved exponentially, driven by a wide range of factors; COVID, the energy crisis, inflationary pressures, and most recently food waste legislation. Propaganda undertook a Brand Health audit for ReFood, providing the insight and strategic direction needed to evolve, strengthen its position, and retain its competitive advantage. 

Tom Fowler, Planning Director at Propaganda said: “Having developed ReFood’s brand strategy in 2013, our challenge was to evolve this in a way that felt true to their original proposition whilst acknowledging the new role that ReFood plays in the renewable energy industry. This bold re-articulation communicates the substantial value that ReFood offers businesses – not only aligning with ESG initiatives and promoting carbon reduction, but quite literally powering the nation and the many businesses within it.” 

The brand positioning is supported with a complete brand refresh across the marketing mix encompassing its digital estate, sales materials, OOH advertising and a new brand film. The evolved brand identity and messaging will be part of a campaign running later this year.

Philip Simpson, Commercial Director at SARIA Group (ReFood’s parent company) said: “ Propaganda’s strategy for ReFood provided the business with a coherent and highly original approach to the market which has proven successful over the past decade. We look-forward to accelerating our position and are confident that the repositioning will support our plans for continued growth and success.”

Propaganda creates Absolute Collagen skincare campaign starring Emma Willis

Propaganda has created a campaign around the recent launch of Absolute Collagen’s Deep Lift skincare range. Starring TV presenter Emma Willis, the campaign marks the first celebrity-fronted product launch for the brand.

Propaganda worked closely with the in-house creative team at Absolute Collagen to create the through-the-line campaign. Deliverables included TV advertising across Youtube with an ad starring Emma, as well as an extensive digital campaign.

Having worked with Propaganda in the past, Absolute Collagen approached the consultancy to deliver this campaign because of their experience delivering game-changing results for brands in the competitive beauty industry. The launch represents the first skincare range from Absolute Collagen who is best known for their collagen supplements.

Emphasising Absolute Collagen’s scientific credentials and leveraging the endorsement of Emma Willis, the creative displays the efficacy of skincare products that go beyond the surface. With the tagline “more than skin deep”, the assets promote the uniqueness of the collagen-based range that works from the inside out, rather than just sitting on top of the skin. 

Lee Bennett, Propaganda’s Head of Creative said, “Skincare is a very saturated market so we knew we had to create a campaign that would cut through the noise. At Propaganda, we have a history of building iconic beauty brands from the ground up. From Illamasqua to ghd to Cloud Nine, we are experts at breaking into markets and making a splash.”

Propaganda delivers Gen-Z focused launch strategy and positioning for Calippo Burst

Propaganda brand consultancy has developed a comprehensive launch strategy and positioning for frozen carbonated beverage (FCB) Calippo Burst. Strategically positioned to target Gen-Z, the launch campaign includes brand assets for sales, retail and online, supported by a robust corporate visual identity (CVI).

Propaganda was appointed by Polar Krush Group who licence the Calippo Burst brand from Unilever. Polar Krush Group chose Propaganda following recommendations and the impact of Propaganda’s thought leadership on the power of brand, evidenced by their whitepaper (Brand Multiple).

Propaganda’s insight-driven strategy aims to distinguish Calippo Burst’s fizziness from the many non-carbonated slush drinks on the market. The strategy capitalises on the Gen-Z trend of utilising social media platforms as a method of self-expression and identity curation. Calippo Burst becomes not just a product, but a sharable moment.

Tom Fowler, Planning Director at Propaganda said, “Gen-Z are thoughtful shoppers. With limited disposable income, treat purchases have strong social currency. We’re seeing more and more viral snack trends as a result, creating huge opportunities for brands. Our research showed the potential for Callipo Burst to become an ‘event’ purchase, sought out and documented on social media.”

Propaganda’s creative direction brings to life the joy and fun of individuality, epitomised by whimsical visuals of bursting fruit heads, vibrant colours and fizzy bubbles. The tagline ‘Burst It’ captures the essence of Calippo Burst inviting consumers to revel in an innovative fizzy, fruity, slushie experience.

This marks the first campaign Propaganda has delivered that utilises AI. Lee Bennett, Head of Creative at Propaganda said, “The creative springboard for the campaign was ‘refreshingly weird’, which perfectly encapsulated the product’s unique drinking experience. AI added a new dimension in achieving our concept due to its nature of creating bizarre and unreal visuals. The final campaign imagery is a composite of photography, 3D renders, vector illustrations and AI.

“There are understandably concerns over the use of AI and it won’t be suitable for all creative briefs. Used well it can enhance creativity but it can’t replace the vital human skills of photography and illustration, and the idea generation itself.”

Simon Hewitson, CEO at Polar Krush said, “Propaganda came highly recommended to us when reviewing partners for the Calippo Burst launch.  There were some strong themes in the Brand Multiple whitepaper that really resonated with us and we were impressed by the team from the outset and their ability to deliver our brief. We are delighted with the work the team has created and are certain it will help us to stand out in the market.”

To access the free whitepaper Brand Multiple, visit:

Propaganda wins MCA Award for Strategy with BSW Group  

Propaganda is proud to announce our prestigious win at the 2023 Management Consultancies Association (MCA) Awards for Strategy. This highly coveted award is a resounding testament to our transformative work with BSW Group, a major player in the timber sawmilling industry.

Our innovative approach, praised by judges, stands as a true demonstration of the power of consulting, delivering outstanding value through strategic work. In a fiercely competitive category, which featured industry giants like PwC, Arup and KPMG, Propaganda emerged victorious, reaffirming our commitment to excellence in consultancy.

Following the acquisition of BSW Timber by PE fund Endless LLP, the business strategically acquired five companies in the timber supply chain, creating the UK’s largest vertical ‘seed-to-sawn’ forestry business. Our role involved unifying their entities under one umbrella, resulting in the formation of the BSW Group.

Our comprehensive Brand DiscoveryTM process, engaging both colleagues and clients of BSW Group, identified two critical issues – lack of integration and understanding among the acquired businesses.

Our strategic recommendation shifted the Group from ‘seed-to-sawn’ to a ‘circle of experts’, branding BSW Group as “the most innovative, technologically advanced, and sustainable timber business in the UK”. We also provided a clear direction on investments in innovation, technology and education.

This repositioning set BSW Group on course for transformative growth, allowing them to achieve exit ambitions three years ahead of schedule and deliver Endless LLP’s biggest-ever return, demonstrating a new culture of collaboration between the Group businesses.

Beyond exit value, other quantifiable results also surged. Group revenue increased from £350 million in February 2020 to an impressive £900 million in January 2023. The number of employees also soared from 2,000 to 3,050 during the same period. Notably, BSW Group broke records by securing the largest harvesting contract with Forestry Scotland.

The MCA Awards, hosted by the Management Consultancies Association, recognise and celebrate excellence within the consulting industry. With MCA member companies representing around 60% of the UK consulting industry, this accolade underscores the quality and impact of Propaganda and BSW Group’s partnership.

This win is not just a triumph for our team but also a celebration of BSW Group, who fully embraced our transformative strategies in the competitive timber sawmilling industry. We extend our heartfelt thanks to the MCA for this esteemed recognition and reaffirm our commitment to setting new standards in strategic consultancy.  

Propaganda delivers rebrand, OOH campaign and refreshed proposition for world’s largest professional women’s network

Propaganda Brand Consultancy has worked with AllBright – a 500,000 strong network for professional women across all stages of their career – to deliver a refreshed proposition, a brand refresh and an OOH campaign across London. This includes an updated CVI and assets, a brand film, website development and social strategy.

The creative delivered by Propaganda effectively communicates how AllBright is using its network to redefine ambition and transform business, reshaping the future of work. Throughout November, the OOH campaign will feature on electronic billboards in key locations across London such as Shoreditch, Battersea, Islington, Waterloo and Mayfair.

AllBright approached Propaganda to help unify and strengthen its three distinct business divisions. The organisation comprises a five-story flagship Mayfair members club, a networking and development programme, and the ‘AllBright Alliance’ – a data-driven support framework that empowers brands to help women across career levels succeed and thrive at work. Member organisations of the ‘AllBright Alliance’ include BNY Mellon, Simba Sleep and Chelsea F.C. Women.

Through Propaganda’s Brand Discovery™ process, the consultancy found a discrepancy between the way women’s networks tend to speak about success, and the way women actually feel. Ambition has become a very loaded term for working women – something they feel pressured to aspire towards, yet a concept that feels very constraining and often means sacrificing family and work life balance. 

Propaganda advised AllBright to instead redefine how its 500,000 members see ambition and transform the working world for women from bottom up and from top down. Hosting a range of members from entry level careers all the way to top level executives, the AllBright club and development programmes bring people together to embrace connection, opportunity and collaboration. At the same time, the ‘AllBright Alliance’ is working with huge organisations to transform how business works for women, creating unlimited possibilities for their careers.

Tom Fowler, Strategy Director at Propaganda, says: “AllBright’s ambition to reshape the working world for women was a brand challenge steeped in purpose that was so compelling to interrogate. Rather than simply giving women a seat at the table, Propaganda is supporting AllBright in creating a new table. 

“Building brands with purpose has long been at the forefront of what we do at Propaganda. Our history transforming organisations such as GenM (now the menopause partner for the UK’s biggest retailers), put us in a unique position to be able to integrate the three strands of AllBright’s business – ultimately creating something greater than the sum of its parts and whose impact will be felt for generations to come.”

Propaganda boosts Strategy team amidst new client wins

To support a host of new client wins, award-winning brand consultancy, Propaganda, has appointed Paddy Cavanagh to join its strategy team. Cavanagh is a recent addition to the thriving Leeds consulting scene, having started his career at M&C Saatchi guiding strategies for NatWest, Thames Water and the Department for International Trade. 

Cavanagh will join the strategy team working on multiple new business wins including pioneering business vehicle rental platform Nexus and Mayfair-based women’s members’ club and development platform AllBright.  

Nexus enlisted Propaganda to leverage the brand to further accelerate its growth plans and value after it secured significant investment from private equity fund, Equistone.

AllBright approached Propaganda to help unify and strengthen its three distinct business divisions. Comprising of a five-story flagship Mayfair members club, a networking and development programme, and the ‘AllBright Alliance’ – a data-driven support framework that empowers brands to help women across career levels succeed and thrive at work.  

Tom Fowler, Strategy Director at Propaganda, says: “We have a long history of transforming brands into sector leaders and work is already underway to deliver strategy and brand activation for Nexus that leverages both its leading tech capabilities, and its strong people culture for innovation and client delivery. 

“AllBright’s ambition to reshape the working world for women was a brand challenge steeped in purpose that was so compelling to interrogate. Rather than simply giving women a seat at the table, Propaganda is supporting AllBright in creating a new table.

“Our new client engagements come through recommendations and referrals which is a testament to the strength and skills within Propaganda in exceeding client ambitions. We’re delighted to have Paddy join us to bolster the strategy team in continuing to transform brands that drive business value for our clients.