Our longest standing client went through a total business transformation. As a result, Firework was briefed to redefine its entire corporate PR strategy to support a corporate rebrand and build its reputation reputation as a major force in enterprise software.

Our work with Advanced

Over the past seven years, we have developed a strong and trusted partnership and work as an extension to the marketing team and across the business. Advanced is currently the third largest IT software and services supplier to UK businesses and, having secured a major investment injection in August 2019, it is now looking to become number one. Reputation management will be key to this and so, working closely with the Advanced team, we have raised the profile of the Advanced brand.

The Journey

We have worked with Advanced to create an integrated brand and PR communications programme. Our work has established a corporate brand focused on innovation and thought leadership, putting creative storytelling at the heart of a streamlined campaign focused on tier one media.

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Award Winning Campaign

Initially focusing on Advanced’s business transformation story , we created relevant business themes, a digital advisory Board featuring connected business leaders, and developed a new annual Trends Survey, which launched at the CBI Conference.

This created a platform for both media comment and content-driven campaigns to support the entire Advanced business. The campaign transformed the company’s communications strategy to focus on achieving high impact, high profile, tier one media coverage and influencer relationships, securing a CIPR Gold award and a PRCA Dare Award for Best Corporate and Business campaign for our joint work together.

Following multiple acquisitions, we introduced a step-change in our strategy to focus more on reputational leadership. Advanced is now regularly covered in its target tier one national and broadcast media. Its C-Suite are recognised commentators on industry topics such as digital transformation, Brexit, the NHS crisis and the Government’s Industry Strategy and Digital Strategy.

Now extending its market into the USA, Advanced is using its enviable relationship with Firework as a benchmark to source a US PR partner to replicate its award winning communications activity across the US. All this is achieved by prioritising and streamlining work to ensure budgets are fully maximised and deliver business value, with precise measurement of success.

What the client said
Gordon Wilson, Chief Executive Officer

"Firework has been instrumental in securing high profile, national media opportunities which have been critical to the success of raising Advanced’s profile. The campaign’s results are impressive.”

What the client said
Sally Scott, Chief Marketing Officer

"PR has become a strategic weapon in our marketing armoury and Firework has demonstrated a tenacious and creative focus in achieving our goals during a highly transformational business process. Firework has demonstrated how PR can deliver measurable brand awareness.”

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