Propaganda to support PDM Group Growth Plans
Propaganda has been appointed by PDM Group to deliver a strategy for the brand as part of a £90m programme of investment planned over the next 12 months. The brief is to leverage PDM’s market-leading position, whilst aiming to future proof the business. The appointment follows Propaganda’s successful delivery of a brand campaign ‘Waste For Good’ for PDM Group business ReFood.
The strategy will be delivered via Brand Discovery™, a unique model developed by Propaganda, which is used at the start of business relationships, and has been applied to some of the UK’s best-known brands. As part of the programme, the team will engage with PDM’s major stakeholders, including board members, employees, and customers, in order to understand brand truths and make strategic recommendations based on business intelligence.
PDM specialises in recovering value from food chain by-products and waste, and is a UK leader in recycling and bio-energy. The company is part of Saria Bio-Industries, Europe’s leading food chain recycler and renewable energy producer. Propaganda has worked with the ReFood brand since June 2012, successfully delivering an on-going campaign.
Speaking about the brief, Propaganda Director, Richard McMurrough said: “Brand Discovery™ is unique. It gives real insight into a brand at an exceptional level of detail. Working with PDM, one of Yorkshire’s leading and most forward thinking businesses at the forefront of their sector’s technology, we’ll aim to unlock potential and deliver a brand strategy to support the company’s growth ambition.”
Philip Simpson, Commercial Director at PDM Group said: “Propaganda’s strategy for ReFood has provided the business with a coherent and highly original approach to the market which is already delivering significant results. We look-forward to broadening the relationship across the PDM Group, and are confident that the business insight they’ll bring to the company will aid our plans for continued growth and success.”