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Eulogy! - Best Executive

How to EnterCompany: Eulogy!
Company Description: Eulogy! is one of the UK’s top 25 independent PR agencies with a London-based team of 35 people covering consumer, B2B and online PR. In 2008, we acquired online PR agency Onlinefire and launched the UK’s first-ever directory of blogs, forums, websites and podcasts. We currently hold an agency of the year accolade from the PRCA and an IPRA and Stevie award, for B2B and consumer work respectively.
Nomination Category: Individual Categories
Nomination Sub Category: Best Executive in EMEA

Nomination Title: Come on Eulogy! Lara Leventhal’s 2009

Describe for the judges the activities and accomplishments of the nominated executive during the eligibility period (up to 500 words):

Accomplishments since July 2008

10% growth for 3rd consecutive year and profits above industry standards:
- Turnover for 08/09 was £3.4m, net profit REDACTED FOR PUBLICATION
- Forecasting REDACTED FOR PUBLICATION for 09/10
- 30% growth over 3 years
- REDACTED FOR PUBLICATION operating margin (industry standard 12%)

Big brand wins:
Post Office

Staff retention: 90%
(Industry standard 75%)

Client retention: 82%
(Industry standard 58%)

Online activity: acquired specialist online PR agency, Onlinefire and won: 
Post Office
Wyndham Hotels
Virgin Media

Agency performance
13 award wins & shortlists this year

How Eulogy! achieved this?
With innovation
Lara changed our thinking
- Introduced new business model: Thinking – Solutions – Delivery, a value-based
proposition designed to highlight strength of our strategic expertise and provide
clear differentiation in marketplace
- Developed a creative and strategic council for pitch preparation & business
development. Pitch success rate of 75%.

We launched Social Media Library
- UK’s first-ever directory of blogs, forums, websites and podcasts:
- 75 clients in 1st year of trading:
ASDA / Walmart
Sony BMG

With staff development
Lara has always known loyalty is critical to our development
- Staff retention rose to 90% (70% in 2007) against a benchmark figure of 75%
quoted by our trade body
- Increased per head training budget to REDACTED FOR PUBLICATION
- Retained Profit Related Pay despite economic climate
- Introduced Personal Development Fund – office-wide fund for increasing our skills
outside PR
- Introduced day Culture Passes – to improve our cultural knowledge

With diversification
Lara’s strategic acquisition of our new creative online sister agency, Onlinefire,
has enhanced what Eulogy! can offer its clients
- 53% of clients have taken up or are considering online PR
- 30% of new business leads specify online requirements in briefs

By exceeding expectations
A third-party assessment to ascertain how likely clients are to recommend us
scored Eulogy! at 86% against an industry average of 66%.

Our client retention rate is 82%, up from 70% in 2007.

Simon Dornan, Head of Consumer PR Virgin Mobile:
“Lara’s team turned a 30p tariff announcement into the most creative social media
campaign we’ve ever executed.  The results were incredible. Increasing monthly
customer acquisition by 5.5% speaks for itself.”

Chris Hancox, VP Marketing & Creative Services, Comedy Central:
“It’s impossible to stress the critical nature of Eulogy!’s campaign, building our
audience share by 50% and  increasing our peak time viewing by 65% when the
economic climate was decimating ad revenue for many of our competitors.”

Adrian Brady, chief exec at Eulogy!:
“What a story. Lara joined us 10 years ago and has progressed from account
executive to MD, in the process creating an award winning, top 20 independent UK

Eulogy! donated over 4% of net profit to The Beacon Projects,  an orphanage in
Blantyre, Malawi, to bridge the gap between what the orphanage generates itself
and what it needs to be economically viable.

List the URLs (web addresses) of any online news stories, press releases, or other documents that you would like the judges to see that support your entry. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, []:

Our two minute creds

Our work with Comedy Central

Our work with Virgin Mobile and the 30p tariff   

Our awards

We PR ourselves. Lara has made sure that Eulogy! is one of those rare
companies that actually practices what they preach

Our industry knowledge

Social Media Library

Provide a brief biography of the nominated executive (up to 100 words):

Lara joined as an account executive 10 years ago and has progressed to MD. In
that time she has been instrumental in developing Eulogy!’s brand proposition to
create an award-winning agency which is now one of the UK's top 20 independents.