The Whiteoaks Consultancy Limited

Describe your agency in five words

Think Differently. Achieve Real Results.

How would you sum up 2010 for your agency?

As regular readers will know, we had an extremely strong 2009. Therefore our goal in 2010 was to achieve our most successful year ever. With turnover and fees both increasing by more than 20%, I’m pleased to report that we achieved our objective. We were delighted to add several blue-chip technology clients to our roster including Citrix Online, Teradata and new brands within Honeywell Life Safety Systems, in addition to retaining and growing existing major accounts. Finally, we also grew our staff numbers by 20%, so we enjoyed welcoming lots of new faces to the Whiteoaks team.

What was your agency’s high point of 2010?

In the previous 12 months Whiteoaks achieved the highest fee increase (41%) of any agency in the top 20 of PRWeek’s technology league table, so we had created a tough act for ourselves to follow. In 2010, we broke through the £3 million fee barrier, which had been a long-term ambition for the business, and continued to achieve our ambitious growth targets (see above). We also opened a second office to accommodate the expanding Whiteoaks team. However, the real high points all came from the fantastic work being delivered by our team. Each great piece of media coverage, each nugget of positive feedback from a client and each campaign target exceeded was a highlight.

What was the low point of 2010?

Probably the amount of fees we paid to recruitment companies (please see below). A good problem to have, as we’ve continued to grow our team to ensure that clients receive the levels of service they expect from Whiteoaks. We have very high standards and very clear views on what makes a good PR professional, so our senior team has spent a lot of time reviewing, interviewing and selecting high calibre candidates.

Please give an overview of your staffing through 2010, including significant hires and internal promotions.

We increased our staff numbers by 20% in 2010 in order to maintain the high levels of service and client satisfaction on which we’ve built our success. Notable new recruits included two senior level associate directors, Alistair Kent and James Farquharson, who both joined Whiteoaks from rival agencies. Hayley Goff was also promoted to the role of account director. Finally, we were particularly pleased when Jane Rigg joined the board of the company, becoming our business development director.

What were your three best campaigns of 2010?

For Citrix Online, we leveraged the severe weather disruption in December to highlight the value of using online collaboration services to work remotely. Using content generated from two YouGov surveys, expert opinion provided by Citrix Online spokespeople and some carefully timed media pitching, we achieved coverage across major national/international media including the BBC and Channel 4 and approximately 50 local/regional broadcast outlets.

We also successfully launched LG Electronics’ new range of LED monitors to consumer and business audiences. Using The Future Gallery in London as our backdrop, we attracted more than 20 journalists to the launch event including correspondents from The Times, The Sunday Telegraph, Ideal Homes and a film crew from Which?

Finally, The Art of Building campaign for the Chartered Institute of Building (CIOB) gave us the opportunity to use stunning images to gain extensive media coverage across industry and national media, including photography-led pieces in the Metro, The Independent and BBC Online.

What were your most exciting client wins of 2010?

There were plenty of client wins in 2010 (and a few I cannot mention already in 2011) but highlights include Citrix Online, a great brand, and especially as the topic of online collaboration services driving changing working practices is highly relevant and engaging in today’s unpredictable business world. We were also delighted to win an extremely competitive pitch process to secure Teradata, the world leader in data warehousing and integrated marketing management, and another fantastic technology brand. Finally, we extended our work with Honeywell Life Safety Systems to now include the HomMed and Gent brands.

Of which achievement in 2010 are you most proud?

Every new client win is a proud moment and testament that our unique approach, offering total transparency and results driven PR, is resonating strongly in the market. However, every client we retain and grow is also a source of ongoing pride. When recently surveyed, 96% of our clients said they would happily recommend Whiteoaks to their colleagues or industry contacts.

What trends did you notice throughout the year in the industry ie. Clients taking longer to sign off budgets?

The need to deliver tangible return on investment is definitely top of the list. Tough economic environments sharpen minds; meaning that marketing in general, and PR specifically, now need to show transparency in terms of inputs and outputs and, most importantly, demonstrate how the results we achieve influence outcomes – usually sales. Our belief is that the PR industry needs to forget fluffy retainers and non-committal flannel. Instead it’s time to be transparent, commit to results and demonstrate how PR can positively impact sales – the key component to the Whiteoaks offering.

How has digital changed the agency landscape in 2010?

The ability to understand and deliver effective digital and/or social media campaigns is a key requirement for any credible agency in the PR industry. The core principles should, however, remain the same. It’s about selecting the right tools to engage with the right audiences. For any organisation this may include a mix of traditional, digital and/or social media – with selections dictated by who you are, what you want to say and who you want to receive your messages. For this reason, digital and/or social media should be an integral (not separate) part of any communications strategy.

What are your plans for 2011?

We believe clients should demand more from their PR agencies. More transparency, more accountability and more commitment to both PR results and business outcomes. We will continue to champion the concept of totally transparent PR with proven sales success. We will seek more talented and ambitious people to join our team and continue to expand our capabilities to meet our clients’ requirements.