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//Speed Communications brings Wincanton out from the shadows

missiontm Agency Speed Communications is continuing its innovative and creative work in B2B Public Relations by transforming the profile of Wincanton, the UK’s largest logistics firm.

Challenge

Logistics plays a pivotal role in the UK economy, generating £75 billion each year and employing 2.2 million people, that’s nearly one in twelve of the entire population.  However, despite this crucial role the industry continues to suffer from outdated perceptions, with many thinking it somewhat dull and characterless.

Wincanton charged Speed Communications with the task of freshening and expanding its image whilst publicising its industry-leading expertise and service, particularly in crucial growth markets such as construction and retail.

Solution

Through a series of meetings with Wincanton’s management, Speed identified the knowledge and innovation that already existed within the business and, in collaboration with Wincanton’s own marketing team, devised a series of thought-driven strategies. Speed secured frequent Wincanton contributions to a wide range of tier-one titles and digital touch-points of influence.

Speed also established a remote press office that enables its experienced team to help Wincanton respond quickly and effectively to the news agenda as well maintaining proactive relations with the media. Speed is also responsible for crises and issues management, stakeholder relations and social media monitoring and training.

Results

These new approaches have transformed Wincanton’s public profile. In the first six months of its relationship with Speed, over five hundred pieces of coverage reached an audience in excess of 31 million, with Wincanton’s share of voice growing ten-fold. Wincanton is now engaging with an average of thirty-five top tier media outlets every month.

In addition Speed ran twenty-one senior management insight sessions and trained six members of the executive management team in media relations.

Wincanton is delighted with these results, with its marketing director John Hexter saying:

“Speed Communications has really got under the skin of our business in a very short space of time and have made an immediate impact. As well as securing fantastic results in our tier one media, they have provided sound strategic counsel and have challenged every piece of activity to ensure it supports our commercial objectives.”

Speed Communications is part of The Mission Marketing Group plc (missiontm), the marketing communications and advertising group including April Six, bigdog, Bray Leino, Mongoose, Proof, RLA, Robson Brown, Solaris, Splash, Story and ThinkBDW.