WE'RE HIRING - CAMPAIGN DIRECTOR
72Point was the fastest rising agency in the PRWeek Top 150 2021 - we are now hiring a whole new department to bring new levels of creative thinking to the business.
As Campaigns Director, you will own the creative process and roll out of work for hundreds of stellar projects a year - from brief to coverage and evaluation.
- You will be responsible for a trio of brand-new recruits, and will work with the established 72Point team, to articulate crisp, visually captivating PR campaigns for household names in the FMCG, consumer, health and beauty sectors.
- You'll be confident and hands-on in pitching, as well as being commercially astute.
- Reporting to the Creative Director, you'll lead your team and workstream, as well as deputise where needed.
- As a senior in the team, you will be given the freedom and scope to spread your wings.
- Leverage your experiences as a creative and commercially driven PR.
- 8-10+ years agency experience - a trophy cabinet full of accolades is a bonus.
- A consumer generalist able to find the right insights to deliver standout work.
- Putting together decks and pitching to clients will be second nature.
- Culturally tuned in.
- Thorough understanding in the role social media plays in the PR mix.
- Energised and inspiring.
Please send CV's through to: campaigndirector@72point.com
How To Reach a News Editor's Desk In 2021
By News Generation Directors Emma Elsworthy and Gemma Francis
In the daily battle for attention that PRs face, many crucial client stories or campaigns can end up never even being seen by the news editors so pivotal to their success. Over the past 15 months, we’ve seen the news agenda go from difficult to downright virtually impossible to contend with.
However, there are some really easy steps to follow to increase the chances of cutting through the noise and getting that all important features editor to take note of your campaign. So, in no particular order:
Smack them in the face with visual assets
Strong visual assets are essential these days and will go a long way to grabbing attention and carrying something into publication. So, if you have strong images / video then put them at the top of your email / message - do not bury them at the bottom and certainly not in an attachment.
All hacks are a sucker for a pun
This is a universal truth, even if they wouldn't dare use a cheap pun in their lofty publication. It will grab their attention, might make them chuckle, and will give them an idea of how to frame / headline the piece. Remember that a good top line with clever wordplay is very often enough to carry a weak story over the line. Make sure your story is as visible as possible in the first two or three lines of copy and include something that will stand out in the subject line of your email.
Put a face to a story
A story that starts 'Man/woman tells how ..." will always beat a story that starts "Company tells how ..." People just love reading about other people and can relate to it. So, if you can 'humanise' your story with an actual person or case study it stands a much better chance.
Drop the branding
We don’t mean altogether, but certainly don’t have branding, logos, and name checks in the first few pars of copy – as that’ll be a turn off straight away. Tell your story first, and then drop your branding in a little lower down – we usually say line five or six, as by that point, editors genuinely want to know where the good story came from.
Don't underestimate the trivial
If something seemingly innocuous sparks a heated debate / banter in the office (or over group chat) then it is probably the starting point of a story. Sometimes a story is simply a talking point, nothing more. And if it can be tied to your brand, then all the better. The most basic example of this is - 'Making a cup of tea - milk or teabag in first?'. Trivial, but always gets people talking.
Go direct if you can
Contrary to popular belief, many journalists are very polite and will respond to a direct approach; it makes them feel special and they are more likely to respond. Whereas if the journo can see they are one of 50 email addresses or a BCC, it's easy to ignore. A personal email which says "Hi, I notice your website / agency / publication does lots of stories on X so I thought this one would work really well for you" is much more likely to get a response.
Use social media
Press releases aren’t the only way to reach publications - most journalists spend their entire working day on social media, and in particular Twitter ... so reach them where they hang out. In addition, all journalists will follow others in their field on social media. If you can't grab the attention of the Consumer Editor of the Sun, you can be guaranteed they will be following the Twitter accounts of all sorts of specialist reporters on smaller publications. So, target the smaller publications and wait for the bigger ones to pick up the story. Or start off in a local paper - it will eventually find its way up the journalistic food chain if it's good enough.
Know your news
It pays to keep abreast of the current news agenda, read the papers, surf the sites, and understand what people are talking about right now. Not only does this help in brainstorms to ensure your ideas are topical and relevant, but it also helps to ensure you are a pitching a story in a timely fashion – and avoid trying to land a story about dream holidays on the day the government announces the traffic light list or restrictions.
We’ve faced one of the most challenging news agendas ever over the past year and it’s often left our industry with the question; do brands still have a story to tell when the nationals are covering such hard-hitting content? The answer is a resounding yes. There will always be room for light-hearted, engaging creative content that provides some tonic and lifts the public’s spirits. And we have the numbers to back it up. Throughout lockdown, we knuckled down and doubled the amount of coverage we secured for our clients. Over the past two months, we have broken our coverage records twice. We have an innate understanding of how the news desks operate and continue to deliver cut-through for our clients.
Get in touch for more information.
VACANCY - HEAD OF PRODUCTION
Job Role: Head of Production
Reporting to: VP of Video – SWNS Media Group
Salary: Dependant on Experience (DoE)
Hours of work: Full-Time
Location: London
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
Who we need:
We are now on the search for a talented Head of Production. Based at our head office in Farringdon, this position is an integral role to the exciting growth trajectory of 72Point.
We’re looking for a driven; creatively minded, problem-solving and experienced Head of Production. From concept to creation, this person will join our existing video production team to bring our ideas to life, delivering impactful and effective, award-winning video campaigns for a variety of premium brands.
Reporting to the VP Video and working in conjunction with our Broadcast Editor, you’ll manage and develop a talented team of producers, editors, videographers and freelance crew, using strong storytelling skills and extensive production knowledge to turnaround exceptional work.
The successful candidate will have extremely strong technical production expertise, experience of managing a complex production machine, and be able to develop great ideas alongside the creative team.
What we’re looking for:
- 6+ years in the branded content space, with a strong portfolio of campaigns and a deep knowledge of the video production process, and social media landscape.
- Significant experience overseeing the planning, production, management and delivery of editorial / commercial / branded video content from pre-production, shoot, to post-production.
- The ability to manage and develop a production team, building a robust schedule and juggling multiple projects simultaneously.
- Technical production knowledge, researching new equipment and identifying what the business needs to be agile in an ever-changing environment.
- The ability to develop a smart idea and turn it into an exceptional piece of content.
- A knack of communicating those creative ideas, with conviction, to a range of stakeholders.
- Knowledge of best practice workflows to drive efficiency.
- An ability to deliver constructive feedback to get the best out of your team.
- Experienced with the APA crew terms and conditions, Advertising Production Agreement (PIBS) and advertising compliance guidelines ASA/CAP/BCAP.
- Experience with all forms of production paperwork, licenses, model agreements and legal requirements.
- An extensive contacts book and relationships with directors, producers, production companies & photographers, bring new partnerships to the business.
What you’ll do:
- Using detailed knowledge of the production process, and experience in all aspects of video production (storyboarding, scripting, casting, location hunting, budgeting, directing etc) to deliver exceptional content.
- Overseeing the production team and ensuring projects are delivered on-time and on-budget.
- Creatively and logistically plan a multitude of commercial, yet editorially rich, video projects.
- Writing of treatments/storyboards for upcoming shoots and setting visual expectations with the client.
- Ensuring the correct kit is to be used to achieve the right results.
Personal Profile
- The ability to work independently under pressure, consistently delivering accurate results quickly.
- Quick learner and ability to adapt to fast paced nature of the job.
- Good head for numbers.
- Confident and assertive, with a positive, solution focused attitude.
- Professional manner and behaviour.
- Team player, but also able to work independently.
- Efficient, reliable and honest.
- Ability to work flexibly to meet deadlines and willingness to work weekends or evenings if required.
- Excellent written and verbal communication skills and an approachable personality.
72Point is part of the SWNS Group, a progressive and forward-thinking content business which spans news, features, images, video, PR, content marketing and market research.
72Point is a great place to work; our offices are positive, vibrant and energetic and full of brilliantly creative people who all contribute to making 72Point a phenomenal ideas factory. And during this unprecedented time we are offering a flexible approach to working.
To apply, please send your CV to rae.rawlings@swns.com
VACANCY: SENIOR CREATIVE ACCOUNT MANAGER - PERMANENT
FULL TIME – BRISTOL OR LONDON BASED
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
We land coverage every day in print, online and social platforms.
The role will involve overseeing projects for clients from the idea stage to the subsequent issue to the national news media.
The successful candidate will join brainstorms, talk clients through ideas, write up ideas, compile survey questions, write tight, engaging news copy and attend meetings with sales staff from time to time.
They will also liaise with the digital, design and social teams to ensure projects run seamlessly.
Who we need:
We require a senior creative account manager to join our busy team.
The successful candidate will have their finger on the pulse of popular culture and the current news agenda in social, national and international news as well as TV and radio.
They will be confident, organised, efficient and meticulous.
They will also be brimming with great ideas and have the ability to juggle projects while dipping in and out of emails and taking and making calls.
The ideal candidate will have at least 3 years’ experience in PR, and will thrive in a fast-paced, demanding environment.
They will quite possibly be currently working for a PR agency or a busy internal PR department.
72Point is a great place to work; our offices are positive, vibrant and energetic and full of brilliantly creative people who all contribute to making 72Point a phenomenal ideas factory. And during this unprecedented time we are offering a flexible approach to working.
So if you fancy swapping your current role for a key position at a fun, fast moving and unique company, get in touch.
Please include your salary expectations within your covering letter.
Contact email: emma.elsworthy@72point.com
VACANCY: SENIOR CREATIVE ACCOUNT MANAGER – MATERNITY COVER
FULL TIME – BRISTOL OR LONDON BASED
Who we are:
72Point is the market-leader in content creation.
We generate, produce and deliver top quality news stories, pictures, videos, visual puzzles and animated infographics to the national news media and beyond.
Our client list includes a string of huge global brands, as well as some of the biggest names on PR Week’s Top 150.
We land coverage every day in print, online and social platforms.
The role will involve overseeing projects for clients from the idea stage to the subsequent issue to the national news media.
The successful candidate will join brainstorms, talk clients through ideas, write up ideas, compile survey questions, write tight, engaging news copy and attend meetings with sales staff from time to time.
They will also liaise with the digital, design and social teams to ensure projects run seamlessly.
Who we need:
We require maternity cover for one of our senior creative account managers, starting as soon as possible to ensure there is a training period before our current manager takes leave.
The successful candidate will have their finger on the pulse of popular culture and the current news agenda in social, national and international news as well as TV and radio.
They will be confident, organised, efficient and meticulous.
They will also be brimming with great ideas and have the ability to juggle projects while dipping in and out of emails and taking and making calls.
The ideal candidate will have at least 3 years’ experience in PR or journalism, and will thrive in a fast-paced, demanding environment.
They will quite possibly be currently working for a PR agency looking to take a step up to the next level, or could even be on a local or national news publication looking for a move to the ‘dark side’.
72Point is a great place to work; our offices are positive, vibrant and energetic and full of brilliantly creative people who all contribute to making 72Point a phenomenal ideas factory. And during this unprecedented time we are offering a flexible approach to working.
So if you fancy swapping your current role for a key position at a fun, fast moving and unique company, get in touch.
Please include your salary expectations within your covering letter.
Contact email: emma.elsworthy@72point.com
Google isn't moving away from links - it is moving towards more meaningful ranking factors
Guest blog by Jack Peat, Editor of The London Economic
News that a Google algorithm change could be deprioritising the value of links has caused a stir in the SEO world.
Long regarded as a stalwart of the ranking factors there are indications that 'inferred' links - eg brand mentions in context - are becoming increasingly important because Google's algorithms are now sophisticated enough to interpret them.
Where links might once have carried a value of 20 or 50 times that of a brand citation today it is closer to two or three times, depending on the relevance, which is a potentially seismic shake-up if true.
Which it could very well be.
Google changes its algorithms all the time and it has no obligation to tell anyone about it. Sometimes you will get wind of the changes straight away, sometimes you will hear about them in six months time by which point you are already backpedaling.
But this latest change should come as no surprise. Indications that Google was shifting from “exogenous”’ to “endogenous” signals have been there for at least five years. As we wrote in our 2017 white paper, links may well be an indicator of trust, but they are a rater shallow one.
"Google’s algorithms in the future are more likely to incorporate the time people spend on the page and the way they interact with content". Relevance is also key, but the point is to make it work homogeneously, as part of a package.
The underlying shift is that Google is moving towards humanising search rankings. As Rand Fishkin points out, that's because for its first 15 years of existence Google's algorithms were designed by committees of engineers. Today they are designed by people. The old proxies for 'votes' don't rank like they used to.
This is potentially good news as far as the intersection between PR and SEO is concerned. If you already have context, authenticity, relevancy and authority at the heart of everything you do then you are already half way there. If you are already taking a more considered approach towards link building then there should be no issue either.
The key take-home is not that links are no longer relevant, but that they should be considered as just one slice in a more complex SEO pie. Google isn't moving away from links - it's moving towards more meaningful ranking factors.
72Point Wins First Campaign Award
We are proud to announce that 72Point scooped the gong for Best Use of Paid Media at yesterday's PRCA Digital Awards, with our Ben Stokes: Welcome to Manchester campaign with our good friends at Ladbrokes.
The judges praised the project's "strong results from a very simple and effective campaign."
This is our second major industry award and the first for a single campaign. and we look forward to competing for many more honors in the future.
72Point Increases Coverage Numbers During Lockdown
That’s right, you’re reading correctly… We’ve secured almost double the amount of coverage (77% increase) throughout lockdown compared to the same time-frame last year. The team have doubled our efforts and doubled our coverage numbers for our clients throughout the crisis by innovating and adapting to the new normal, and have emerged as Britain's expert coverage agency throughout lockdown, providing quality news generation campaigns.
Our expertise and ability to make brand's message cut through the noise has been more powerful now than ever before. Talk to us today about how we can amplify your marketing message: https://www.72point.com/contact-72point/
72Point Retains It's Place In The PRWeek Consumer Rankings
By Chris Pharo
I am absolutely delighted to see us remain in the top 15 UK consumer PR agencies, according to the PRWeek Top 150 list.
We've also gone up one place from 48th to 47th on the general Top 150 list.
I'm proud that we've retained our status in the industry, consolidated the team, delivered work for so many brands and other top 50 agencies - and now have a new offering in PLAY.
2020 will be the year we demonstrate our fortitude and flexibility as we adjust to the new normal.
Our Diary Is Filling Up...
There has been a notable increase in our clients requesting news generation support in recent weeks, cementing the importance of brands staying at the front of consumers mind now more so than ever. Clever content has always played an important role in marketing strategies, but in times of uncertainty, we place ever increasing value in the publications we trust.
People have more time on their hands and are constantly checking in with their favoured publications for engaging content that provides some light relief. Publishers are also actively seeking stories that engage, and there is plenty of appetite for PR activation.
That’s where we come in.
Our calendar is filling up, and the response we've been getting shows that demand is strong. Unique opportunities present themselves daily for brands to reach their consumers in powerful and meaningful ways.
We landed 2,590 pieces of coverage over 45 projects in March alone, and that count has already increased to 55 projects for April. We are specialists in landing stories on their desired platforms and liaising with clients on the expert messaging these stories contain.
Contact us now to talk about your news generation project, support on distributions/sell-in and widespread media coverage.
