This is the first time Purplefish have joined the OiConf and we are excited to learn a little more about them.
Joanna Randall, Managing Director
For those who don’t know, who is Purplefish?
We are a communications agency focused on providing creative and tech focused businesses with PR, social media and thought leadership content campaigns. We empower bold businesses both nationally and internationally and help them to achieve fast growth through bespoke insight-led campaigns.
What does PR mean in 2017?
Our mantra is insight to impact, for PR to be effective brands must use data and trends to inform how they communicate, it’s no longer a push/broadcast activity. Engagement and two-way dialogue with audiences, consumers and influencers is vital. PR has come of age as a mandatory part of the marketing mix and digital innovation means it’s now more accountable than ever.
Team inspiration trips. Please tell us more!
We firmly believe that creativity stems from team collaboration in an inspirational environment. Every year we invest in inspiration activities and trips. Our annual team weekend away focuses on topics relating to our industry. Last year’s trip to Glasgow was based on confidence and creativity.
In your opinion, what makes great content?
Great content needs to elicit a reaction based on emotion, entertainment, humour or novel interest. If you are not hitting one of more of these markers when creating content you might as well be shouting into a vacuum. Sometimes less is more and to create stand-out in the future brands are going to have to work a lot harder to grab attention, be relevant and memorable to their audiences.
How important is it not to rush an idea?
Inspiration can strike at any time, creative thinking is a work in progress so can’t be attached to time. However, executing an idea and putting your concepts into practice is where planning, targets and the true realisation of an idea come into play.
A Magical MINI tour. How did you make this happen?
Our brief was to bring to life the iconic MINI brand and to support the dealer network in driving test drives for the MINI Cooper. Instead of relying on email newsletters and DM, telemarketing or brand advertising we proposed taking MINI to the brand’s potential audience. We created a high impact, stand out experiential campaign which saw a branded double decker bus tour UK cities to invite the public on board to take part in a gaming experience. We used social media and media relations to drive interest.
What should we expect from your seminar in March?
We strive to be forward thinking and like to share our own ideas and insight on the future of communications. There has been much talk about Millennials and how to reach and communicate with the first digital-native generation. But hot on their heels is Generation Z – they have been born into a smart phone world where swiping a screen is second nature. We will showcase their perspective and expectations and discuss the implications for brands and businesses and how they will need to adopt new marketing and communications strategies.