8/9/2019 iCrossing - Developing the iCrossing brand in the UK - Case Study

http://slidepdf.com/reader/full/icrossing-developing-the-icrossing-brand-in-the-uk-case-study 1/4

8/9/2019 iCrossing - Developing the iCrossing brand in the UK - Case Study

http://slidepdf.com/reader/full/icrossing-developing-the-icrossing-brand-in-the-uk-case-study 2/4web: www.liberatemedia.com email: hello@liberatemedia.com

T , PR -

’ . T

,

,

.

Phase 2: T S C UK J 2008 . I PR x

C’ ,

x S’ .

T , L M x -

–   SMVR. T C-

- , x S ,

. T PR

, S’

q, .

T SMVR 900

, 4500 . T

, C’ UK z,

S x .

T q C UK

. T ’ x

- .

T , L M ’

x . I x ,

. A

C UK PR ,

.

F, C’

. T ’

.

T , L M C UK U.S. .

8/9/2019 iCrossing - Developing the iCrossing brand in the UK - Case Study

http://slidepdf.com/reader/full/icrossing-developing-the-icrossing-brand-in-the-uk-case-study 3/4web: www.liberatemedia.com email: hello@liberatemedia.com

Results

Core objecves achieved:

- Posioned Spannerworks as leader in search markeng and social media markeng development, ready 

 for acquision

- Moved away from tradional search ROI messaging, to focus on wider digital markeng and brandingdiscussions

- Championed digital as a core part of the markeng mix 

- Posioned client as key industry commentator on a range of digital markeng subjects

- Introduced and built UK prole for iCrossing

- Raised the prole of, and media trained, key spokespeople

- Posioned Spannerworks, and later iCrossing, as a fast growing and successful global organisaon

- Maximised awareness and coverage of Spannerworks’ acquision and later integraon into the iCrossing

brand 

Campaign highlights

Over 161 media interviews completed 

Coverage, including:

- Broadcast including: BBC news and BBC Radio 4

- Naonals, including: FT, The Times, Sunday Times, The Independent and The Guardian

- Consistent trade coverage, including: NMA, Revoluon, Markeng Week, Markeng and Media Week 

Prole raising examples:

- UK CEO featured in Revoluon Power 50 - 07 & 08

- Global CEO featured in Revoluon’s 10th anniversary prole slot 

- UK CCO prole featured in Media Week 

- Company featured in FT’s merger markets

- Regular briengs with FT for U.S. CEO visits

8/9/2019 iCrossing - Developing the iCrossing brand in the UK - Case Study

http://slidepdf.com/reader/full/icrossing-developing-the-icrossing-brand-in-the-uk-case-study 4/4web: www.liberatemedia.com email: hello@liberatemedia.com

Coverage focus:

- News focused - 45%

- Comment/interview - 32%

- Features based - 23%

Thought leadership examples:

- Google trademark policy 

- Link buying

- Yahoo acquision aempts

- Google Chrome launch

- Future of SEO and digital markeng

Award campaign examples:

- Entries for relevant industry, business and entrepreneur awards. Results included: nalists for NMA,

Revoluon, Travoluon

- Entrepreneur awards: Ernst & Young entrepreneur of the year. Asian businessman of the year and Na-

onal Business Awards

Why Liberate Media?

“Liberate Media has an in-depth understanding of the online marketing

industry and the implications of the latest developments in social media.

The team is able to challenge our assumptions and ideas with authority,

leading to better strategic thinking about our communications.”

“To work well with a PR agency you need to be able to trust them. I trust

Liberate Media to tell me how it is, to challenge me, to understand my

industry and most importantly, to get the job done.”

Antony Mayeld, VP, head of content and media, iCrossing