In 2018, EthOss appointed Propaganda as a strategic partner, to develop and articulate a unique brand proposition that was as distinctive as its flagship product – EthOss® – a synthetic biomaterial used in dental implant surgery, that encourages new bone to Grow Stronger®. The Grow Stronger® message communicated a product benefit, along with a promise to strengthen the skills and service offerings of dental care professionals across the globe.

The insight-driven rebrand’s bold imagery and stand-out messaging supported EthOss as they climbed to new heights, with sales doubling, and the well-respected Queen’s Award win marking a key milestone in the company’s success story to date.

Despite supply chain disruption caused by the COVID-19 pandemic, coupled with uncertainty surrounding Brexit, EthOss has experienced continued growth year on year, and its position in the market remains strong. Turnover and total exports increased by 22 per cent between 2019 and 2020, highlighting the role of brand strategy in raising EthOss’ profile among existing and prospective customers.

Dr Paul Harrison, Founder and Managing Director, EthOss, said: “We’re incredibly proud to have been recognised with the prestigious Queen’s Award in International Trade. Exports now account for 58 per cent of our total turnover. We recently signed partnerships with distributors in France, Turkey, Chile, Kuwait, Latvia and Moldova, with EthOss now being sold in more than 45 countries worldwide.”

Craig Harrold, Director, Propaganda, added: “As always, it’s rewarding to see our clients achieving the ambitious growth they set out to achieve. EthOss offer a unique and interesting proposition in the medical sector, and we were glad to lend our support through Brand Strategy driven by insight, creativity and commercial rigour.”

The UK’s largest integrated forestry and sawmilling group, BSW, has appointed brand and creative consultancy, Propaganda, as strategic partners to conduct a strategic brand review across its estate of group companies and capabilities.

Founded in 1848 in Berwickshire, Scotland, where its head office remains, the BSW Group has six main operating divisions: tree nurseries, forestry management, tree harvesting, sawmilling, biomass energy and timber processing and distribution.

The forestry and timber sectors are experiencing unprecedented global demand with an increasing recognition of the sector’s place in the bioeconomy: as a completely sustainable construction material, timber’s ability to lock-up carbon, alongside increasing urbanisation and construction activity. To service and succeed in this market, BSW Group has a stated vision to be the most innovative, technologically advanced, and sustainable timber business in the UK.

Propaganda’s Brand Discovery™ consultative process has established how best to position the group for accelerated growth, and communicate the combined value it offers to its industry, customers, people and broader stakeholders. BSW Group has adopted the strategic recommendations, and since appointed Propaganda to support them in activating the strategy and launching the new group brand. Dave Chapman, Sales and Marketing Director and James Brennan, Marketing Manager will be leading the launch programme at BSW Group.

Tony Hackney, BSW Group CEO said “We were initially introduced to Propaganda by our investors Endless, and I have to say they impressed us from the off, with their commercially focused approach to brand and marketing strategy. The Discovery programme has given us a clear view of the best path forward for our brand. We’re looking forward to working together to realise the results and value for everyone involved.”

Craig Harrold, Managing Director at Propaganda added “Tony and the entire team at BSW have relentless ambition and energy to really drive progressive change in their sector, we’re delighted to have played a part in channelling that energy to really optimise their huge potential and positive impact. And we’re equally excited to be working with BSW Group on the delivery of the strategy.”

Propaganda’s consultative approach revolves around standing shoulder to shoulder with our clients. We don’t use that turn of phrase lightly; we position ourselves right there beside them, moving heaven and earth to support their business decisions, guided by our insight-led strategies. At times this involves having honest conversations with them in the boardroom, other times it means embedding ourselves in their day-to-day procedures. Perhaps most significantly, we are not averse to taking an entrepreneurial approach and establishing strategic partnerships when a client emerges with a proposition we believe in.

In the mid-2010s, we came across a start-up brand with a truly market-disrupting product: a laundry detergent that dissolved pet hair. It was an idea which spoke to a niche audience about a problem which was massive in their world: legions of pet owners who spent every day of the week purging their clothes of dog and cat hair. After some market-scoping, the name ‘Vamoosh’ was chosen.

Our belief in Vamoosh’s vision led us to become shareholders in the company, establishing a partnership through shared effort and, of course, shared risk. Using market insight, strategic positioning and punchy creative, we delivered the gravitas Vamoosh needed to disrupt the pet care sector, delivering on their excellent concept.

Since launch, Vamoosh has secured listings in Pets at Home, B&M, The Range, Lakeland and Dobbies Garden Centres, in addition to being available on Amazon. Additionally, it now looks set to break the £5m barrier at retail, a remarkable result considering the challenges brought by the COVID-19 pandemic. Over the last five years, the brand has continued its multi-channel ascension upwards, even receiving a notable mention from Mrs Hinch – one of the most popular social media influencers in the world. The product range now encompasses three products, including the most recently-launched Washing Machine Cleaner.

As a Brand Consultancy, we will continue to establish partnerships with people we trust and believe in, using strategy-led insight to drive commercial results. That was our approach when we started over twenty years ago, and that is our approach now. We are now reaping the benefits, with a portfolio of clients who are driven to take bold decisions that drive growth.

An agreement has been announced between leading UK CBD brand Love Hemp and 24/7 online mental health support community Togetherall. Having been aligned strategically by Leeds-based brand consultancy Propaganda, the cross-sector partnership differentiates Love Hemp as an outspoken advocate for lifestyle, health and wellbeing, committed to providing customers with support above and beyond their CBD product offering.

Togetherall’s platform, previously only accessible to the NHS, Armed Services and Education Institutions, will now be available to all Love Hemp customers (aged 16+) and can be accessed for free simply by signing up via Love Hemp’s website. The platform facilitates supportive dialogue between people experiencing mental health issues, and allows access to trained mental health professionals who moderate and monitor users’ needs.

Tony Calamita, CEO of Love Hemp, said “Mental health has always been something that’s been quite close to home for me. I’ve suffered with it myself in the past in my younger years. Some people don’t want to speak to their friends and family. Some people don’t want to seek professional health. So, they don’t actually have anywhere to go for support when they need it. With Togetherall offering anonymous mental health support 24/7, it fills that gap absolutely perfectly.”

Propaganda identified the Togetherall partnership as an opportunity for Love Hemp to differentiate the brand in an increasingly saturated market, creating stand-out and enhancing their brand value through action. “Brand messaging should be built on a clear purpose – but it has to be authentic, otherwise consumers will see straight through it”, said Cynthia Bell, Strategy Consultant at Propaganda. “To achieve meaningful, long-term growth in brand equity, you need a purpose-led strategy where your core message is reinforced through investment in the causes you align yourself with. Based on the positive impact loyal customers report that Love Hemp has on their lives, the Togetherall partnership is a perfect fit.”

The announcement came during Mental Health Awareness Week 2021, and has been well received by both press and consumers.

MarineMax, Inc, the largest recreational boat and yacht retailer in the US has appointed Leeds-based brand and creative consultancy, Propaganda, as its strategic partners.

Propaganda will author a brand strategy that optimises growth potential and maximises shareholder value. This appointment comes after two of the biggest superyacht brokerage brands in the world: Fraser Yachts based in Monaco, and Northrop & Johnson based in Ft. Lauderdale, joined the MarineMax family earlier this year.

Superyachts are the epitome of luxury living, with on-board private chefs, sumptuous interiors, helicopter pads, and countless water sport ‘toys’ to enjoy the thrill of the sea. In shaping the strategy to position the business for sustainable growth moving forward, Propaganda will conduct a review of the brand and market needs through its rigorous Brand Discovery^TM process, in order to ensure MarineMax can capitalise on the growing international superyacht market and define a clear proposition that will shape the future of the brands on a global level.

Chuck Cashman, Chief Revenues Officer at MarineMax says: “After shortlisting international brand agencies in New York, Monaco and the UK, we selected Propaganda based on their unrivalled experience in delivering commercial brand strategies, and the sheer depth and rigour their Discovery process demonstrated to give us the confidence we needed to act. We believe that Propaganda will be able to support us in driving our superyacht brands to the next level.”

Craig Harrold, Director at Propaganda adds: “The yacht industry has experienced a fundamental shift in 2020, and MarineMax have remained best in class, from entry level boats to large, luxury superyachts. Their continued international expansion is a testament to their success. We’re excited to be working together, and passionate about creating a distinctive brand strategy for this superyacht powerhouse.  Our Discovery process involves in-depth interviews with ultra-high-net-worth yacht owners, captains of Royal Fleets in addition to other industry influencers – a process typically carried out in-person, but in this instance, conducted via Zoom due to travel-restrictions as a result of the pandemic.  We intend to fully harness the incredible ambition and backing of MarineMax to capitalise on the opportunity for growth.”

Propaganda is excited to announce that it has been shortlisted for two Northern Digital Awards 2021, for Best Integrated Campaign with Roberts Bakery and Best Digital Marketing Campaign in Health and Beauty with Love Hemp.

The Northern Digital Awards recognise the very best in digital marketing and celebrate exceptional agencies, teams, campaigns and talent from across the region.

Propaganda has been acknowledged for its work on the #ShareYourBakes campaign with next generation bakery, Roberts Bakery, and the Love Life campaign with CBD brand Love Hemp.

Both digital campaigns were strategically planned, launched and implemented in 2020, amid the unprecedented challenges of COVID-19.

Award winners will be announced via a virtual awards ceremony on Thursday 28^th January 2021.

Managing Director at Propaganda, Craig Harrold, says “We are thrilled to have been recognised for not one, but two Northern Digital Awards this year. We’re known for prioritising strategy over tactics and this recognition demonstrates our ability to articulate and deliver brands across all channels and touch points. We’re looking forward to the virtual awards ceremony next month!”.

Propaganda is thrilled to announce its recent award win for Best eCommerce Crisis Response Campaign at the Northern eCommerce Awards 2020, for the #ShareYourBakes campaign with Roberts Bakery.

The Northern eCommerce Awards celebrate the very best in eCommerce and online retailing from across the North of England and winners were announced virtually on Thursday 1^st October.

Prior to lockdown, Propaganda had been working with Roberts Bakery on a project that would bring Roberts closer to its customers, but the crisis of COVID-19 presented a new challenge.

Panic buying and demand for bread grew significantly at the start of lockdown, leading to supermarket shortages in finished products as well as the ingredients to bake bread at home.

These challenges created the perfect storm for Roberts Bakery, to accelerate its direct to consumer proposition with the support from Propaganda.

Within two weeks, a fully integrated campaign was launched including a D2C website where consumers could purchase ready-made bread products and baking kits, as well as a national TV campaign, digital, social media and PR support.

Ultimately, this resulted in Roberts Bakery becoming the first major bakery brand in the UK to sell directly to consumers. In just 4 weeks, the D2C website had received over 100,000 unique users, over 350,000-page views and 2,000+ orders.

Managing Director at Propaganda, Craig Harrold, says “The launch of the fully integrated campaign and D2C site in such a short space of time, is a testament to Propaganda and Robert’s ability to be agile in the most challenging of circumstances. Receiving this award really helps to underline the value in all the great work we have produced, to support consumers in their time of need.”

In light of the Covid-19 crisis, Propaganda has released its latest white paper, exploring what brands need to do to survive a recession.

As the UK enters its deepest recession since records began, the biggest risk for business is playing it safe.

Propaganda’s exclusive white paper looks at the essential tools and insights needed to ensure brands survive until the economy recovers, answering crucial questions, like:

How is Covid-19 accelerating existing retail trends?
What can businesses do to apply future-focussed thinking?
And what streamlined processes will help them adapt and respond?

To discover how your business can remain relevant and bounce back, download our latest white paper here: Recession 2020 White Paper.

Award-winning baby products brand, BabaBing has appointed Propaganda as strategic partners. Propaganda will support BabaBing in shaping a new brand strategy, which will support wider growth strategies.

BabaBing was established in 2005, by three brothers in a spare bedroom manufacturing changing bags for dads as well as mums. BabaBing is now stocked in national retailers including John Lewis, and prides themselves on designing and developing innovative, stylish and practical quality baby products for the everyday parent.

As part of the partnership, Propaganda will be supporting BabaBing in developing a brand strategy to position the business for sustainable growth, in an increasingly challenging business environment. Propaganda’s process will define a unique brand proposition that will shape the future of the brand in an increasingly noisy market.

Jamie Robinson at BabaBing says: “The childcare product sector is developing at a tremendous pace. Right from the start our goal was to be a disrupter in the industry and create a leading range of innovative products at affordable prices. Now is the perfect time to be investing in our future and the development of our brand to keep us ahead of the curve. We believe that Propaganda, and their ability to challenge will support us in driving our brand to the next level.”

Julian Kynaston, Founder of Propaganda adds: “We are proud to be working with BabaBing to create a brand that stands out from the crowd amidst an uncertain environment. We intend to fully harness the incredible ambition and backing of this client to disrupt the market and capitalise on the opportunity for growth. BabaBing are the first amongst three new business acquisitions we are set to announce, all wanting to emerge from covid-19 with a new strategy. There’s no doubt that this period of uncertainty is allowing brands to take a step back and think hard about whether or not they want to return to business as usual.”

Propaganda are pleased to announce that we have entered into a partnership with Munzberger Fight Promotions (MFP), one of the world’s leading combat sports agencies, based in Miami, USA and the UK.

Ian Munzberger, Managing Director for MFP, has over 25 years’ experience in combat sports as an MMA instructor, consultant and advisor. Having built an elite network of international combat sports influencers including global MMA stars Georges St-Pierre, Cody Garbrandt and Kamaru Usman, MFP excels in matching brands with athletes that are fully in tune with their values.

“Combat sport is built on respect, honour, integrity, courage and discipline – values that are at the heart of not only the sport but is also what lies at the heart of the consumer. Consumers want to engage with brands that reflect their values, that act responsibly and authentically. They don’t want to buy from brands, they want to believe in them. MMA athletes have the ability to motivate and inspire people, and we believe this partnership with MFP provides us with the ability to align relevant brands with the stories and achievements of these athletes, driving excitement and engagement among new audiences,” says Julian Kynaston, Founder of Leeds-based agency, Propaganda.

“Unlike many sports, there is true gender equality in MMA. Women’s fights are pitched and promoted at the same level as men’s bouts, and combat sports has wide appeal – engaging across genders, ages and nationalities with fighters hailing from every continent in the world. With over 500 million people interested in MMA, and the two largest MMA promotions in the world: UFC and One Championship broadcast to over 1 billion households worldwide, it’s no surprise that with an athlete ambassador you can really boost your brand’s impact from the inside out. We’re excited to be working with Propaganda, disrupting markets and capitalising on the opportunity for growth,” adds Ian Munzberger, Managing Director of MFP.

Propaganda are pleased to share that Clipper, a leading provider of value-added logistics solutions, e-fulfilment and returns management services, has been contracted to provide services to establish a new supply chain for NHS Personal Protective Equipment (PPE) Products, delivering to NHS Hospital Trusts and other healthcare providers across the country.

Clipper are a long-standing client of Propaganda, having worked with the agency for over a decade. Clipper rapidly mobilised its warehousing and fulfilment operations, since engaging with the NHS, and deliveries have already commenced. From start to finish, mobilization of the solution took five days, including setting up a full warehouse management system for over 200,000 sq. ft. of warehousing space.

Steve Parkin, Executive Chairman at Clipper commented: “These are unprecedented times, and the support we have received from the NHS Supply Chain, Unipart and 101 Logistic Brigade has been outstanding, and has enabled us to create a truly collaborative solution as a result. The solution has required tremendous flexibility and a shared sense of purpose and support in these challenging times. I’d like to personally thank all of our colleagues for their dedication and support in these unusual and difficult circumstances. We are all pleased to be able to support the NHS in a critical time for the country, helping NHS staff operate safely whilst caring for those in need.”

Julian Kynaston, Founder, Propaganda added: “This is a classic example of Clipper’s agility and ability to provide new and adapting services in short timescales and highlights the importance of robust supply chains at this time.”

Propaganda is excited to announce its recent award win for ‘Fashion/Apparel eCommerce Website of the Year’ at the Northern eCommerce Awards 2019, for its work with long-term client Gym King.

The ceremony at The Hilton in Manchester, on the 23^rd October, celebrated the best in eCommerce across the North and hosted over 300 attendees.

Market-leading British athleisure brand, Gym King, sells fresh clothing including coats, t-shirts and tracksuits, and is available in over 1,000 stores worldwide including JD Sports, Footasylum and Zalando.

In early 2018, Propaganda undertook a digital audit and one of the recommendations was to redesign and build the website to incorporate the latest e-commerce best practice principles. Alongside this, a digital strategy was developed to increase traffic and user engagement on-site.

The new and improved website saw a 145% improvement in conversion rate within the first year, with the average order value increasing by 26%.

The website, alongside the wider digital strategy including paid social, paid search, email and affiliate marketing, has further enhanced Gym King’s established reputation.

Propaganda was up against strong competition for the award from agencies across the North, including Statement Agency for its work with NEU Apparel, and Visualsoft for its work with Moda in Pelle.

The judges of the award noted, “This entry was extremely strong – it ticked all the boxes in terms of what they were looking for from an eCommerce fashion website. Overall a great entry!”

James Winfield, Digital Director at Propaganda, said “We are thrilled to have won Fashion/Apparel eCommerce Website of the Year for our work with Gym King. Since creating the Propaganda Digital Proposition in November 2017, the team and client base has grown significantly, but Gym King was our first client so it’s a proud moment for us to be recognised for our transformative work on this project.”

Jay Parker, CEO of Gym King, commented “Working with Propaganda has been a great experience and has helped us to cement our position in the market, growing awareness and developing the brand. We came to Propaganda because of their reputation for getting results for their clients, and we’re looking forward to continuing our partnership.”