Building awareness for a technology company


useMangoEntrepreneurial London-based technology company useMango Limited worked with The Think Tank PR team to announce its game-changing software test automation tool.

It was looking for a B2B PR agency to help create awareness of its innovative tool to support automated software testing and to demonstrate the benefits that comprehensive test automation can bring.

Finding faults in software early saves time and money, and improves quality. useMango Ltd’s software test automation tool, useMango™, which launched at Oracle OpenWorld, was a result of a fresh look at the test automation technologies and methods in use.

Through a series of press announcements, The Think Tank helped generate a buzz within the technology community.

The announcements not only focused on the evolution of the test automation tool, but on the company’s channel strategy and the business drivers behind the innovation.

We secured an interview with the respected industry publication Computer Business Review, as well as securing coverage in both the IT channel press and the broader technology media outlets.

The founders of the company are now working with The Think Tank on a second campaign for useMango’s founding partner, Infuse Consulting Limited.

To date this has included a messaging workshop, exhibition support, and design work, along with press relations support.

A press meeting with Russian journalists


Formica Russian press briefingPR Account Manager Jana Pavelkova flew to Moscow last week to help facilitate and attend a special press briefing organised with our partner agency in Russia and client Formica Group.

The importance of meeting up with journalists face to face is still key in this world of email and online communication. It offers an opportunity to explore areas of mutual interest, and is critically important in some countries like Russia where press briefings are seen as a requisite for being perceived as a serious player in the market.

We have been supporting media relations with the Russian press for Formica Group over a number of years now, and the opportunity to get together was an important step in highlighting Formica Group’s activities at a local level.

Formica Group’s key representatives in Russia presented an overview of product ranges, surfacing trends and how Formica® laminate is being used and specified in buildings.

Jana says: “We invited the journalists to get involved and ask questions throughout the presentation, which led to some very interesting discussions such as the differences between country specific design trends, sustainability vs greenwash, as well as the latest advances in laminate manufacture and the material’s progression since 1913.

“The face to face meeting with journalists also helped to establish Formica Group’s presence on the Russian market and presented the company as an expert in their field.”

The Think Tank wins global brief from Asendia


AsendiaAsendia, the La Poste and Swiss Post joint venture which launched in 2012, has awarded The Think Tank the brief to plan and execute a series of campaigns for 2014, which include creative, production, digital outreach, and public and media relations.

Based around Asendia’s brand theme ‘The world is your address’, we will roll out campaigns targeting customers and potential customers of the company’s cross-border delivery solutions. The campaigns will be delivered in a number of countries around the world and will feature multiple language elements.

For 2014, work will kick off with a campaign directed at how Asendia can enable the growing opportunities for eCommerce business across borders. This will be followed by a focus on the company’s new global offering, a comprehensive range of international mailing and shipping solutions for business, direct marketing, internet retailing and publishing.

Campaign elements will comprise owned, earned and paid for media, with a focus on an integrated approach. Elements of the campaigns will also focus on employee communications.

The brief was won in a competitive three-way pitch at the end of 2013, with the first campaign due to go live in April 2014. A pilot project for internal communications was completed in December.

Asendia Head of Communication, Domenico Pereira said: “We selected The Think Tank because they combined a creative approach with a holistic view of our brief; we felt that they understood our challenges and would work effectively with the in-house team we have in place in Berne and Paris.”

The account will be led by our Directors Liam Bateman, Samantha Dawe and Shaun Madle.

Helping spread the word for Tackle, the prostate cancer patients’ charity


Tackle press coverageThe Think Tank has been working with prostate cancer patients’ charity Tackle providing some core PR support since the start of the year. In the past weeks this has specifically involved a critical announcement regarding the availability of a new drug for cancer patients.

The goal was to put forward Tackle’s viewpoint on the availability of this treatment which offers a vital lifeline to thousands of men facing ‘death sentences’ due to the very limited options for treatment if chemotherapy has failed.

PR Senior Account Executive Kate Stewart said: “It was critical that Tackle was seen to be involved in the news debate, and we issued a statement saying the charity was giving a cautious welcome to the turn-around by NICE* on the availability of this new drug Enzalutamide.”

“The statement was issued under embargo and we followed up with as many of the key press writing on this subject as possible, and who we have been in dialogue over past months, offering spokespeople from Tackle for comment.”

The PR initiative paid off and Tackle received online coverage on several high profile websites, including The Mirror, ITV, The Daily Telegraph, Nursing Times, The Courier, Daily Mail, and the Huffington Post!

An article also appeared in print in The Daily Telegraph.

*National Institute for Health & Care Excellence

Speaking opportunities


Speaking opportunities add significant weight to a communication campaign, and are a great way to increase awareness of your company, product and/or service. Senior Account Manager Louise Gough outlines how we approach this for one of our clients.

An important part of our PR programme for integrity monitoring specialist, Permasense Ltd, is targeting key Oil & Gas conferences and together we have achieved many successful outcomes.

We are able to work with a number of Permasense’s executives, drawing on their specific expertise to put forward as speakers at Conferences and events, and this means we can offer a range of viewpoints on a subject or theme. The first step is to prepare and agree a concise synopsis on the subject/theme and whether the focus is on upstream or downstream environments.

Once we have identified an event, the synopsis is developed into a specific abstract, which are usually submitted and then reviewed by a panel of experts for consideration. Once accepted and agreed the abstract goes forward to be part of a Conference’s agenda.

To date in 2014, four abstracts have been accepted, which will see Permasense personnel presenting at Conferences around the world.

Recently Permasense’s abstract on the topic of continuous corrosion and erosion monitoring for offshore applications was selected for the Australasian Oil & Gas conference (AOG) which Permasense presented at in February, for example. AOG is Australia’s largest oil and gas exhibition, with over 500 exhibitors from 20 countries.

The Think Tank highlights of 2013


2013 has been an interesting year on The Think Tank Blog. We have seen record-breaking buildings, hosts of awards, hilarious new adverts and much more. With the New Year now upon us we take a look back at our top blogs from 2013.

Certainly one of the most memorable buildings we saw last year was this attempt in China to build what would be the world’s tallest building – remarkably inside 90 days. The controversial designs for this made for fascinating reading, you can remind yourself about them here.

Back in January we blogged on some remarkable photos taken of a thawing cold storage building. The images showed the amazing ice structures that had formed within the building – you can take a look at these here.

Another memorable blog was our look at the ten greatest offices in the world. This piece featured offices from Google and Red Bull – to name just a few – and certainly made us jealous that we couldn’t work in offices such as these! Take a look at them here.

As part of The Think Tank’s ongoing sponsorship of B2B Marketing’s Knowledge Bank PR Channel, our PR Director Samantha Dawe produced a Whitepaper titled ‘PR in a changing media landscape’, which took a look at the need for a new mindset to accommodate a changing media world. You can download it here.

Finally one of the most memorable adverts we came across last year has to be the Poo Pourri advert. This video advert contrasted an elegant actress with a toilet spray product and a hilarious script. You can watch this advert here

WEBINAR: Amplifying PR through social media channels – considerations in the B2B context


The Think Tank director Samtha Dawe teams up with Andrew Jackson The Marketing Director of SAS International to present this live webinar.

Focussing from both an agency and a client persepctive the experts discuss the best ways to channel your PR messages in the digital world.

The presentation uses actual examples to provide an insight into the most effective strategies for digital PR.

You can find out more or attend this webinar here.

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