72Point Appoints Chris Grabowski as Creative Director
72Point has appointed Chris Grabowski as creative director. The appointment follows a rise in our brand-led RFPs and reinforces the group’s creative leadership across brand storytelling, out of home (OOH) and experiential campaigns.
Chris joins 72Point with an extensive and highly regarded background in creative PR and earned-first campaigning. Most recently, he was creative director at Cirkle, where he helped lead the agency to being named SABRE EMEA Creative PR Consultancy of the Year 2023. Over more than six years at the agency, he delivered high-impact, culturally resonant ideas for major brands, spanning PR, social, experiential, and integrated channels.
Prior to Cirkle, Chris held senior roles at STIR, PrettyGreen, and Citizen Relations, building a strong reputation for big, earned-led ideas designed to drive conversation, coverage and cut-through.
In his new role, Chris will lead creative development across 72Point’s campaigns, working closely with strategy, planning and media teams to deliver bold, attention-grabbing ideas at scale.
Chris’ appointment underscores 72Point’s continued investment in creative excellence as the business expands its offering across earned media, social, experiential and fully integrated brand campaigns. While 72Point continues to work with 63% of the UK’s top 50 consumer agencies, the business has also seen an 18% year-on-year increase in brands engaging directly. These partnerships increasingly take the form of integrated, project-based work that delivers measurable impact and clear value for money.
Katie Earlam, acting managing director at 72Point, said, “We’re thrilled that Chris has chosen 72Point as his next creative home. He brings with him an exceptional creative pedigree and a proven ability to deliver ideas that genuinely earn attention. At a time when brands are increasingly looking for high-impact experiential work, there is significant opportunity ahead, and Chris’ experience and creative ambition will be instrumental as we continue to build bold, culturally relevant campaigns for our brand clients.”
Commenting on his appointment, Chris Grabowski said, “72Point is that rare comms unicorn: a place that understands what makes a newsworthy story, has a culture that backs brave ideas - but also has the media know-how to land it on scale. It’s exactly the kind of environment any creative would want to be part of. I’m excited to join the team and help build work that people don’t just see but share and talk about.”
72Point Group Announces CEO Transition
72Point Group CEO, Chris Pharo will be stepping down after ten years leading the business. During his tenure, Chris oversaw its growth into one of PRWeek’s top 10 consumer agencies and helped establish 72Point as a major player in earned media and creative content.
Chris said the decision was his own and that he leaves the business “hugely proud of what we’ve achieved,” adding that “the company has an exciting future ahead and is in safe and capable hands.”
As part of the transition, Katie Earlam will assume the role of acting managing director of 72Point, working under group CEO Sam Barcroft, who oversees SWNS Media Group, 72Point Group and Creatorville.
Sam thanked Chris for a decade of leadership, noting that he “has played a pivotal role in shaping the business and driving long-term growth.” He added that the transition “creates an opportunity for the next phase of development, ensuring the business is aligned with the group’s ambitions in earned media and brand storytelling.”
Katie said, "I am delighted to step into the role of Acting MD at such an important time. I’ve watched Chris in awe as he has built 72Point over the last decade. I’m excited about the evolution of the business, as it is well-positioned for continued growth, creativity and impact.”
Katie brings extensive experience in journalism, creative strategy and communications to the role. She joined 72Point in 2022 and has since served as campaigns director and director of creative strategy, leading major brand campaigns and driving the business’s creative output. Prior to joining the company, she held senior roles at Goldbug Brand & Communications and spent a decade as a journalist, columnist and interviews producer at outlets including The Sun and Sky News. Her background across newsroom environments, content creation and PR strategy gives her a strong foundation to guide 72Point’s continued growth.
Creatorville Appoints Jon Eastman as Creative Director
Creatorville, the original video studio within SWNS Media Group, has appointed Jon Eastman as creative director. Jon joins to lead Creatorville’s next phase of growth, driving innovation across original digital formats, publishing, and audience engagement.
With more than 20 years’ experience in award-winning video and digital strategy, Jon brings a rare combination of editorial rigour and digital-first creativity to the role. He joins from The Times, where he served as director of video, overseeing content across YouTube, TikTok and The Times & Sunday Times’ digital platforms.
Previously, as director of digital video at Future Studios and a long-standing collaborator with Barcroft Studios, Jon helped define the modern landscape of social documentaries and branded digital content, developing hit formats for Channel 4 Digital, Truly, Marie Claire and other global brands.
At Creatorville, Jon will lead the creative vision and output across new formats and partnerships, building on the company’s mission to superpower brand growth through original video.
Jon Eastman, creative director at Creatorville, said, “When Sam told me his plans for Creatorville, I jumped at the opportunity. I’m joining SWNS at an incredibly exciting time - both for the company and the wider creator economy. There’s a huge opportunity here to shape the next generation of digital formats, and I can’t wait to get started.”
Sam Barcroft, group CEO of SWNS Media Group and founder of Creatorville, said, “Jon is one of the most talented and forward-thinking video leaders in the industry. His track record in storytelling, creativity and platform innovation makes him the perfect person to help take Creatorville - and our clients - into the next era of original video.”
Creatorville, part of SWNS Media Group, partners with creators, publishers and brands to produce bold, shareable and meaningful original video content for audiences worldwide.
SWNS Media Group Acquires Creatorville and Appoints Sam Barcroft as Group CEO
SWNS Media Group, one of the UK’s leading providers of news, factual content, and creative communications, has acquired Creatorville, the digital content consultancy founded by media entrepreneur Sam Barcroft.
The acquisition sees Sam assume the role of group chief executive officer and become a shareholder in SWNS Media Group. Current CEO Paul Walters will become non-executive chair and co-founder Andrew Young will become a non-executive director. Martin Winter will remain as SWNS managing director and Chris Pharo will remain as CEO of 72Point.
The move sees SWNS Media Group expand its capabilities into the creator economy, combining its long-standing expertise in journalism, earned media and brand communications with Creatorville’s expertise in social video, digital publishing, and audience-first content production.
Together, they will support growth across the group’s businesses currently comprising:
72Point - creates newsworthy and impactful campaigns in a page-ready format that achieve high volume coverage across print, digital, social,and broadcast. Its blend of news and PR thinking produces high-quality creative work that is editorially-robust and attractive to publishers.
SWNS- creates and distributes trusted news and lifestyle content to the world’s leading media outlets viaa proprietary newswire platform. As a result of its scale, quality and reputation it enjoys unparalleled relationships with publishers and plays a vital role in the global media ecosystem.
OnePoll- powers online market research and PR surveys with global human experiences; a dedicated in-house market research team carrying out insightful studies providing a framework for engaging, interesting and relevant content.
Creatorville becomes a new division within the group and will support the growthof standout content brands, create new video formats, and nurture next-generation talent.
Sam Barcroft, group CEO SWNS MG, said, “SWNS Media Grouphas always been an innovative and entrepreneurial business. By bringing Creatorville into the group, we’re combining SWNS’s journalistic depth and 72Point’s first class creativity and broad spectrum of brand and agency clients with additional social-first firepower. Together, we’ll help clients connect with fast-changing audiences through impactful storytelling.”
Paul Walters, chair of SWNS Media Group, added, “I’m delighted to welcome Sam to SWNS Media Group as our new Group CEO.Our shared long-term vision is to transform our business into the UK’s most exciting and effective media group. By combining our proven expertise in news generation and creative communications with Sam’s leadership in building communities around outstanding content, we will build our business on our shared journalistic foundations, amplified by the creativity, agility, and reach of a digital-native production studio.”
Sam, best known for founding Barcroft Studios and growing it into a globally respected digital content business - ultimately selling to Future Publishing in 2019 - brings deep experience in leading creative teams and developing original formats for new audiences. Through Creatorville, he has advised major media organisations including Channel 4, Hearst Networks and News UK on digital video strategy and IP development.
72Point Appoints Chris Prior as Chief Commercial Officer
72Point Group has named Chris Prior as chief commercial officer, as the business enters a new chapter of strategic growth following the recent launch of its Broadcast division.
Chris brings over 20 years of experience in the visual communications industry, having spent the majority of his career at Getty Images, where he held senior roles driving global commercial strategy, partnerships, and business development.
At 72Point Group, Chris will lead the commercial strategy across the group’s integrated content, creative, media, and insight services – which include leading agencies and studios: OnePoll, PinPep, 72Point, 72PointPLAY, 72Point Broadcast and Oath – with a focus on accelerating growth and deepening client relationships across the UK and internationally.
Chris Prior said, “Joining 72Point Group at such a pivotal time is incredibly exciting. The business has a strong reputation for delivering intelligent, insight-led content that gets talked about – and with the recent addition of a Broadcast offering, there’s huge opportunity to further expand how we support brands and agencies to cut through. I’m looking forward to working with the teams to unlock that potential.”
Chris Pharo, CEO of 72Point Group, commented, “We’re thrilled to welcome Chris to the team. His track record in building high-performing commercial teams and leading strategic transformation in the media space makes him the ideal person to help drive our next phase of growth. As we continue to evolve our offer and expand into new markets, Chris’s vision and leadership will be a major asset.”
The appointment follows the group’s continued investment in its multi-platform content services, including the launch of 72Point Broadcast – a new arm dedicated to audio and visual storytelling for agencies and brands.
International Women's Day 2025
This international Women’s Day, we want to tip our caps to the women – no, the icons! – who have inspired and fuelled our lives in PR.
None of us would be here without those that came before. All of our individual experiences, whether through school or Uni or work, make us who we are. And sometimes ‘that one sentence’ that someone said to us, or ‘that one thing’ that they did, can inspire our lives to go completely new directions.
This is female fandom in it's fullest!
FROM SAM BROWN – HEAD OF PR
ICON #1 Lynne Franks
Lynne Franks is often referred to as ‘the one who Ab Fab was written about’, but this does not do justice to the woman, her work and her influence. Franks made fashion PR, and in fact, had a crucial role in making London Fashion Week what it is. She is a consummate networker, an opportunity spotter, a collaborator, a visionary and a maker-of-big-things. In fact, she arguably made PR itself famous. I spent much of my early career thinking ‘I want to be like Lynne Franks’ and now, in my slightly older years, I find myself looking at her continued making-of-things and creating of communities, and I still think ‘I want to be like Lynne Franks’! A true PR icon.
ICON #2 Katharine Hamnett
Curiously, Lynne Franks once worked as a PR assistant for Katharine, and it was Katharine that encouraged Lynne to set up her own firm. But it was one specific incident that puts Katharine Hamnett in this list, and it was THIS moment in the ‘80s. In one photo, she showed how to influence through the power of fashion. I was a tiny wee nipper this happened, and my young brain thought ‘well that’s clever isn’t it’. Clever indeed…. Katharine Hamnett – thank you for showing tiny me that you can make a difference in your own way, and you can step into the corridors of power as an individual and make your voice heard. Thank you for your lifelong passion and commitment to a cause. And thank you – THANK YOU – for creating the iconic slogan t-shirt style that I (for one!) still relish today! I salute you.
FROM VICTORIA O’BRIEN, HEAD OF MARKETING
ICON #3 Ruth Yearley
Ruth Yearley is my dear friend and the woman who first taught me the difference between objective, strategy, and tactics – a lesson that's guided me throughout my career. An insanely astute mind who can spot the 'big idea' in minutes and cut straight to the heart of any campaign, I continue to admire her clarity, creativity, and unwavering generosity in helping others see what really matters.
FROM DANIELLE BAIRD, ASSOCIATE DIRECTOR
ICON #4 Jennie Stoddart-Scott
I’ve had the privilege of working with Jennie at two different agencies in my career and have always been in awe of how she operates. One lasting impact she left on me was the importance of transparency with clients. She taught me that if something goes wrong or doesn’t meet expectations, its crucial to own it. By doing so you not only demonstrate integrity but also build trust and respect with your clients in the long run. Jennie has always made time for me and championed my growth and I have huge respect for her dedication and integrity.
GDPR inbox avalanche
Sun Consumer Writer Jane Hamilton on why the avalanche of GDPR emails is nothing compared to a journalists' average day...
BURIED under an avalanche of GDPR emails? How many do you reckon you’ve received? 100? 250? More than 500? Well that’s fewer than an average morning’s in-box worth for a national news journalist.
The forthcoming data-rules change has unleashed a deluge of emails on ordinary Brits causing ‘in-box rage’ and mass deletions - but this is something us journalists deal with every single day.
While the emailed press release remains a useful tool in the PR armoury, public relations firms are always stunned - and a little shocked - when I reveal just how many we journalists actually receive.
As a national hack writing on issues covering consumer to careers and parenting to property, my ‘beat’ sees from 400 to over 1,000 releases drop in relentlessly each day. And on a ‘calendar occasion’ such as Black Friday or a Bank Holiday, this escalates to an out of control level, topping the 2,000 mark.
When you consider an eight-hour working day contains just 480 minutes, you don’t have to be a maths whiz to work out there’s no time to read them all.
And don’t get me started on follow-up calls - I really don’t need 1,000 of those a day.
Instead - and in common with almost every other journalist I know - we skim, select ones from our key contacts, or seek out the top-line tales which look like they will work.
It hasn’t always been this way. Even five years ago, in-boxes were manageable; we had time to spend with key contacts and agencies, and were able to spend more time crafting exclusives.
But staff cutbacks and the demand for rolling online content means every journo now needs to pen more stories in less time. And interestingly, fewer hacks has meant more PRs - and more releases - as ex-wordsmiths swap careers and head to the darkside.
Recent figures revealed since 2013, the number of PRs has risen by 50 per cent, while the number of journalists has fallen by nine per cent. This trend will only continue, so how can we manage it so it works for both sides?
Firstly, however grumpy a journo is, most of us do need - and even rely - on PRs. A good PR who understands your readers and your ‘patch’ is a very valued contact. Aim to be that PR who we will answer the phone to.
Secondly, a release has got to be what the publication wants - not what the client wants. It has to be a ‘new news’ story to entertain and inform a readership or viewer.
Thirdly, If the client wants it a certain way and won’t bend, remember YOU are the expert. If the client could do it himself, he would and save paying you. He can’t, so work on him until he takes your advice. Client won’t budge? Then he needs an advert, not PR.
Fourthly, craft it like a news story. Help me out and give me the ‘who, what, why, where and when’ it the top paragraph. Don’t give me the client’s company mission statement.
Finally, you may have the best release in the world, but if it gets missed, it won’t get in. With in-boxes clogged, sadly it does happen. Targeting and delivery is everything, so aim to build a relationship with your key journos so we open whatever you send. Or use a purpose-built delivery agency like 72Point who guarantee to get your story under the nose of news editors.
I hope this has helped and I’m happy to chat further with you if you’d like to talk more. Just put in the email subject line that it’s an important one for me to read!
Trust, Transparency and Traditional Media
Why these are the top takeaways for brands right now
Although the advent of digital news was supposed to – and to some extent has – heralded an end to the finite number of pages that once restricted the profession, it has also given birth to new challenges as brands go in search of meaningful metrics in a landscape where the demand for column inches has seldom been so great.
Last month a new readership measurement standard for the news publishing industry was launched to give a single, “de-duplicated” view across all platforms to publishers and advertisers.
Compared to the NRS, which is a print-focused survey with digital figures taken in addition, Pamco offers a breakdown by platform across print, phone (mobile), tablet and desktop, giving a “total brand reach” that is more robust than the measurements used to date which are subject to generous interpretation and easily corrupted by cookies and bots.
As NMA chairman David Dinsmore said, the measurement keeps news brands in “top position when it comes to transparency” in an age when the measurement of some media is “highly questionable”.
The results of the survey will make for daunting reading for some, because at their heart they show a renewed reliance from consumers on traditional publishers. The Sun was revealed to be the most read news brand in the UK, followed by the Daily Mail and Daily Mirror, all of which boast more than 25 million monthly readers.
It means that an increasing number of brands will consider the success of a campaign based on its ability to make a splash in the national press, but with a tsunami of content blocking the way a splash can easily become a drip if due care isn’t taken, which can be a hard pill to swallow after countless hours of creative work and client liaisons.
Which is why we include national media exposure as a guarantee with all our packages at 72Point. Thanks to our heritage as part of the SWNS Media Group and our ability to work content so that it has mainstream media appeal we have an unrivalled money-back pledge on our projects, which is underpinned by our confidence in our creative.
We are compelled by design to put integrity at the heart of everything we do, as our content is used by the vast majority of national publications, making up for a significant percentage of “front of the book” stories. We don’t publish overtly branded stories and have to pass rigorous controls carried out by news editors to get the story filed, and the media trust us as a result.
But we would be nothing if it was not for the ingenuity of the team to deliver content that works across publications and across channels. 72Point is made up of top flight media experts and PR professionals who make up an enviable hub of creativity. We have former print news editors, a current online news editor and a range of ex-media talent that ensures we deliver projects that are stitched up from both sides, with the best creative being delivered with unrivalled access to the media.
It’s a combination that couldn’t be more apt in today’s media environment. According to this year’s State of the Media survey by Cision, which polled 1,355 journalists from across six countries on their perceptions of the media and communications industries, journalists rely on public relations partners now more than ever, with the traditional press release being the most trusted piece of content.
In an age where budgets are thin and brands are increasingly being relied on to fund content generation, the results are hardly surprising. Out of all the issues the industry is facing, 28 per cent of the journalists surveyed said staffing and resources were the biggest challenges in the industry over the last 12 months.
But before we start popping the champagne corks it is worth considering what this actually means for the PR industry. For a start, this isn’t a call to start bombarding hacks with every piece of ill-conceived content you can get your hands on. It doesn’t mean we should pick up the phone every two minutes and busy the already chaotic desks with more queries. Rather, we should pick out the warnings in this report to unveil where we can really make a difference, and at the top of the list for journalists is sending stories with a “clearly stated news hook” and content that’s “accurate, newsworthy and can be used to enhance their coverage”.
As a result of renewed scrutiny of the sea of content that surrounds us - successful PR needs a more robust benchmark. The smoke and mirrors of digital reach is no longer giving brands the ROI they need. Trusted content in trusted media outlets is what's important now as brands demand more transparency with their campaigns. This is our USP, and it is why, increasingly, 72Point is been seen as a direct line to the news desk.
Journalists need reliable public relations partners now more than ever
“If there’s one thing PR professionals can do to help journalists do their jobs better, it’s ensure that any press releases they do send out have a clearly stated news hook”.
That’s the findings from this year’s State of the Media survey by Cision which polled 1,355 journalists from across six countries on their perceptions of the media and communications industries.
The study found that journalists rely on public relations partners now more than ever, with the traditional press release being the most trusted piece of content.
Seven in ten hacks said their relationships with PR professionals remained as important as ever, while 20 per cent said they are more valuable.
In an age where budgets are thin and brands are increasingly being relied on to fund content generation, the results are hardly surprising.
Out of all the issues the industry is facing, 28 per cent of the journalists surveyed said staffing and resources were the biggest challenges in the industry over the last 12 months.
Social networks and search engines bypassing traditional media came a close second at 25 per cent.
Fake news, blurred lines between editorial and advertising and issues around freedom of the press rounded out the list of challenges.
So good news all around for the PR industry, which seems to be going from strength to strength over the past few years.
But it would do us no good to rest on our laurels.
Hidden amongst the upbeat news on the PR industry are several warnings about a decline in standards.
As the opening paragraph suggests, diluting the news hook in favour of a more brand-driven topline seems to be one of them.
It is a common gripe that we contend with at 72Point.
As part of the UK’s biggest independent news agency our editors are among the most ruthless in the business when it comes to getting sign-off on news copy, and if the news hook isn’t compelling, the story doesn’t get filed.
It is a blessing in disguise in an age where news desks are getting bombarded with press releases on a daily basis. With former editors and journalists working in-house it allows us to overcome the first hurdle of ‘pitching in’ before the story goes out, which is why all our stories come with a guarantee of coverage.
As the Cision report notes, most journalists are happy to work with public relations professionals, “provided they’re receiving information that’s accurate, newsworthy and can be used to enhance their coverage”.
In a nutshell, that is our USP.
We provide stories that are properly researched, current and have a strong news hook that will start national conversations.
According to the data, 22 per cent of journalists said original research on trends was important to them, with 45 per cent saying they want more press releases with a clearly stated news hook.
Another 27 per cent said PR professionals should have data and expert sources ready to go when reporters need them, with authors concluding that: “No matter what happens in the industry, eye-catching, fact-based storytelling is still paramount”.
They said: “The PR professionals who can help reporters and editors with their work — by providing accurate, information-rich press releases and by giving journalists access to sources — will be the ones who will enjoy the greatest success”.
Our 5,269 pieces of online coverage last year suggests that is precisely what we are doing at 72Point.
How to Capitalise on Influencer Marketing
In 2017 it was recorded that there was an 325 per cent increase in influencer marketing searches on Google. With Kylie Jenner being capable of wiping off $1.3 billion off of Snapchat’s value in one Tweet and the mass outrage brought about by Youtube star’s Logan Paul’s visit to Japan, it is clear influencers are as important as they have ever been. However, with that in mind, there is a right and wrong way to use influencers for brand purposes. This is especially true where Jenner was also responsible for the complete social media catastrophe in Pepsi’s controversial advert last year. Here’s our tips on how your brand can safely use social media stars to elevate and gain coverage.
Tips
1) The Bot Problem
A recent survey from the University of Southern California and Indiana University found that up to 15 per cent of all Twitter accounts were not even real people but bots. Significantly, this means that up to 50 million accounts are fake. It also doesn’t ignore the fact that many wannabe influencers are buying these bots to make themselves look more credible. This is relevant as it could mean that by using these influencers, you could be conveying a strong message to a very small audience which is not just a waste of time but also money.
2) Focusing on the Right Demographic
More followers may equate to potentially more eyes on your brand but it doesn’t necessarily guarantee success if the brand’s message can’t accurately be conveyed by that influencer. At 72Point we focus on listening attentively to customer needs as brand message is the biggest priority in any campaign we produce. This is exemplified by our recent campaign for Cineworld which used The Mash Report’s Rachel Parris to highlight “what makes the perfect film.” The success garnered a staggering 148 pieces of coverage in print and online media, with coverage in the Metro and The Sun. Consequently, the message was authentic and combined an influencer who had an engaged following with a brand they loved. This unsurprisingly resulted in a natural relationship that worked very well. Therefore, the focus should be on having a partnership with an influencer who has followers in the right demographic who are actually listening and will be interested in the brand’s message.
3) Consistency
Staying true to your values is an unheralded value that is dismissed more often than not. However, in the increasingly scrutinized world of social media it can come back to haunt you in the worst ways. This was best shown with Zoella’s old Tweets resurfacing. By using influencers you have to be very careful in picking consistent individuals who you are confident can deliver. The core of 72Point also focuses on consistently providing good results that don’t devalue a brand in circumstances that may result in negative coverage later on. Ultimately, this can only be rectified by strong research for brands to find the right people for the job.
4) Measurement
Without the right tools it is difficult to evaluate how successful a campaign has been, which is why a large proportion of the job in conjunction with influencers is convincing them that we can deliver on our promises. The Digital Team at 72Point focuses a large proportion of their time measuring different metrics and keeping up to date with trends to stay on track in the ever-advancing digital landscape. Overwhelmingly, it means our content matches up well with how much extra coverage an influencer can provide to strengthen a brand to the next level.
Conclusion
As a PR firm we are always looking to capitalise on the next big trends but before doing so it’s always important to step back and get the fundamentals of conveying the right message to the right audience. The marketing and PR world is always adapting but with these tips it could provide an effective solution to help steer your brand in the right direction.
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