A leading haemostasis company invites UK customers to read their 'story of excellence'‘ in the run up to the global launch of a new analyser. Jennie created it. She wrote the 10 longform scientific feature articles that built the ‘story’ around the company’s expertise in diverse clinical applications. She negotiated for the articles to be published editorially in the most influential UK pathology media. The objective was twofold - to educate laboratory staff and to influence potential managed service contract partners.

To support the launch, the articles were developed into a sales tool around the articles, placed on the client website, promoted to customers by direct mail and used to drive traffic online to view in full. The longform articles spanned customer testimonials, interviews, scientific issues, clinical studies, disease management - relating, not just to the new product, but to a spread of client expertise. Contact jennie if you would like to see examples: jennie@carverwilde.com.

It was an honour to work with the European urologists taking part in the world’s largest study to find out if screening would save lives - the European Randomised Study of Screening for Prostate Cancer (ERSPC).

The findings conflicted with another study from US urologists – and it was going to be a battle, first for global headlines and then for ‘hearts and minds’. We created an ‘issues management’ campaign to give a global voice to this cancer, the findings and to raise awareness of early diagnosis.

The campaign achieved global headlines and played a pivotal role in encouraging more men to see help early.

Collaborating with world leading urologists, we developed an interactive web tool which enabled men to safely check their prostate cancer risk, alongside a more complex diagnostic tool for clinicians to use during their patient assessments.

We set out to demonstrate the impact value of editorial content based on issuing only one core news article for each of three products in automation, centrifugation and research flow cytometry.

Without giving exact budgets, the impact value achieved was in the ratio of 4 to 1 in favour of editorial content versus related advertising.

Parameters not only included cost effectiveness compared to advertising and the number of placed editorial articles - but rated the quality and likely ‘influence ‘ of the content. Crucially, the reach and decision-making level of audiences. Content reached audiences in 81% pharma/biotech and life sciences; academic/institutions/ gov/related industrial such as environmental/7% non specific science and medical/12% general awareness B2B targets (where data unavailable to break down further).

Jennie was invited to join pan-European mentoring & training partnerships led by leading prostate cancer scientists at the Erasmus Medical Centre, Rotterdam, and the Beatson Institute in Scotland. Their work was funded by the EU’s research & innovation Horizon 2020 programmes.

These develop the careers of young scientists of the future by giving them access to research mentors and trainers in communication skills. Jennie’s role was to help them lobby more effectively for grants and when presenting their ‘business case’; and generally learn how to explain their research more effectively.

Our ethical but pro-active work to redress a potential delisting crisis affecting a global consumer brand won praise from consumers, retailers and lawyers as well as the Advertising Standards Authority. We led the recovery plan. The results: a boost to client reputation, restored retailer confidence and hundreds of thank-you letters from their customers. Little or no adverse publicity even after briefing media on remedial steps.

The managing director’s assessment? “I never thought I would congratulate anyone for keeping us out of the press.”

With increased awareness of the link between diet and health, a multinational grocery company faced retailer concerns over certain ingredients and risked a loss of sales. It set up a food policy group to decide on how to handle product formulation changes. We were the only outsiders on the corporate team, with a brief to risk assess changes, balancing costs and profit levels. We created a food science and lifestyle campaign to position the changes to the different target audiences.

To achieve our objectives, we created a thematic campaign, exploiting the concept of quirkiness. We positioned the brand around fitness and typical ‘British’ endeavour, persuaded a TV crew to produce a documentary and used the launch event to transform the brand into a national news story which headlined across major news outlet for 48 hours.

We created a thematic campaign on ‘health of the nation’ concerns to promote a range of food supplements. Rather than a product launch, we set up a ‘Vitamin Information Service’ complete with lifestyle leaflets and hotline - and placed the story as a national media ‘exclusive’. Within an hour of publication, thousands of consumers made contact. Demand continued and there was a sustained increase in sales across the entire range within days.

CWC was part of the marketing team brought in to change the demographics and image of an old-fashioned European island destination. The issue was not a lack of publicity - iit was that hey were not telling the rightg sotry. was that thhy wer now telling tio ‘wrong story - we had to change that - and quickly.

e medai wrote about it - but their message was not in linre with our maretOgn objectives - so we had to win them over to tell the new sotryline for the client ur focus was to first education the media to speak on th eclient’s nregand to potential visitros - al digital Media Digest with ‘everything you need to know’ to create compelling content. In a nutshell - we did the work for them. As a result, we saw a change of tone in editorial content, increased coverage overall and enthusiasm from the travel industry for the boost in sales. The Digest was so successful that it was used as a marketing tool at the World Travel Market.

On behalf of APA’s global marketing team, we have developed and managed an online compliance-led technical resource for UK and EU architects, specifiers, builders and importers. Funded by the US government, we lead on all aspects, from text, design & web development to building innovative tools. These provide ‘everything you need to know about working with US engineered wood products’.

We have exponentially grown visitors numbers since the launch using in-house SEO tactics.

A client was hit by competitor exchange rates and pricing issues when marketing into the UK and Europe. In spite of their own reputation for quality, cheaper products were gaining ground. Our task was to help them ‘hold the line’ pending certain changes.

We devised a multimedia and direct mail ‘issues management’ campaign to maintain their role in the UK - and used the results to reassure the client’s manufacturing base. MORE

Morale was low in a Footsie 100 company with a reputation for being successful but old-fashioned - a ‘sleeping giant’. The new chief executive wanted change but wanted to find out now fundamental it would have to be.

A senior-level change management team was set up to explore options; with CWC was the external communications consultant. We recommended an evidence-based approach and carried out an audit of staff opinions and ideas at different levels.

The findings were more controversial than the team envisaged with wider implications for cost and change. MORE

Successful brands reflect lifestyle values and consumer aspirations. The challenge for a leading Japanese motor manufacturer to seeking to move their brand upmarket was to change the attitude of the people selling the products. They were financially successful , so why go through an uncomfortable change?

We were brought in by their management consultancy to win over the dealerships. To do so, we told the story of ‘achievement by endeavour’, creating a dynamic Olympics’ style ‘movie’ showing the ultimate reward for such effort.at a motivational national event. But he was a poor communicator - so he was secretly trained him to present ‘like a winner’.

The results – short term, he won a standing ovation and within one year the dealers delivered record results. Long term, the brand was revolutionised to the company it is today.