Company: Wise Up PR, Boston, MA
Company Description: Wise Up PR is a global communications agency that partners with businesses, of all sizes, to help achieve their PR goals. Boasting a diverse level of B2B and B2C experience, we assist our clients to maximise the value of PR across every major English language media market.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Communications Research
 Nomination Title: Taking Attest’s treasure trove of data to a US audience
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 22 words used.
Find within this award entry:
- PDF award entry summary
- Video summarizing this award entry
- A coverage tracker containing all links to articles
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
1 September 2021.
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 149 words used.
In August 2021, Attest, a consumer research platform for the world’s biggest and fastest growing brands sought a US-based PR agency to partner with it to help fuel the company’s growth in the region. Attest was specifically looking for support in building and developing strong brand awareness, credibility and reputation amongst its target audiences in the US market through PR.
It partnered with US-based agency Wise Up PR with the goal of being recognized as a thought leader and innovator in the market research category. Wise Up PR is an award-winning, boutique global PR agency founded by David Claxton, a communications veteran with over ten years’ worth of senior leadership experience and who previously headed up Google’s press office function. The agency’s focus is centered on providing the perfect blend of strategic earned media counsel supported by dogged and effective media relations execution to help clients achieve impactful coverage.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 214 words used.
At the outset of the rollout of Attest’s US press office a key piece of counsel was for the strategy to focus primarily on the regular research reports and guides that the consumer research platform produces.
- Wise Up PR advised that they should take responsibility for turning these insightful reports into more distilled, media-friendly material - in a press release format - to maximize their value to time-poor US journalists.
- In addition, Wise Up PR worked closely with Attest to define what research should be prioritized with media (and the angle to take) so that there was always one piece of research per quarter to share with key journalists.
- Importantly, the data for these reports also touched upon very varied topic areas, meaning the subsequent press release content created by Wise Up PR was split into a number of “verticalized” releases, ensuring not only that the content was hyper-targeted but that it also maximized the value of each datapoint.
- Another key approach for each piece of research was to offer exclusivity over the data and press release to top tier journalists to ensure one hero piece of coverage was secured, and then support this by pitching out to a wide pool of relevant media titles to also provide volume to the earned media coverage.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 237 words used.
Since the kick-off of Attest’s US press office, 456 pieces of high-quality earned media coverage have been achieved in just one year. This strong performance was achieved from the very beginning also - Attest’s first piece of US media coverage in September 2021 was with Forbes.
Quarterly breakdown of Attest’s research reports:
- Q.3 2021
- US Media Consumption Report: 25 pieces of coverage secured, including with Forbes (twice)
- Q.4 2021
- US D2C Subscriptions Digest: 14 pieces of coverage secured, including with Forbes
- Black Friday (topical research): 42 pieces of coverage, NBC News
- US Consumer Trends Report: 11 pieces of coverage, including International Business Times
- Q.1 2022
- Super Bowl LVI (topical research): 11 pieces of coverage, including USA Today
- Q.2 2022
- US Food & Beverage Digest: 66 pieces of coverage including Daily Mail US
- Beauty Digest: 47 pieces of coverage including syndication from Scripps
- Pets Digest: 44 pieces of coverage including syndication from Scripps
- Q.3 2022
- US Food & Beverage Digest #2: 50 pieces of coverage including Yahoo!
- US Media Consumption #2: 7 pieces of coverage including Forbes
- US Inflation Research: 2 pieces of coverage including CNBC
Wise Up PR also delivered critical long-term ongoing media partnerships with key titles including Modern Retail.
The volume of these media relations results, rooted in data, has driven a significant increase in brand awareness in the US according to Attest’s own brand tracker in just a year.
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