Agency roundup: Propaganda; KC Communications; Aberfield; and more

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The UK’s largest integrated forestry and sawmilling group, BSW, has appointed Leeds-based brand and creative consultancy, Propaganda, to conduct a strategic brand review across its estate of group companies and capabilities.

Founded in 1848 in Berwickshire, Scotland, where its head office remains, the BSW Group has six main operating divisions: tree nurseries, forestry management, tree harvesting, sawmilling, biomass energy and timber processing and distribution.

The forestry and timber sectors are experiencing unprecedented global demand with an increasing recognition of the sector’s place in the bioeconomy.

To service and succeed in this market, BSW Group has a stated vision to be the most innovative, technologically advanced, and sustainable timber business in the UK.

Propaganda’s Brand Discovery consultative process has established how best to position the group for accelerated growth and communicate the combined value it offers to its industry, customers, people and broader stakeholders.

BSW Group has adopted the strategic recommendations, and since appointed Propaganda to support it in activating the strategy and launching the new group brand.

Dave Chapman, sales and marketing director and James Brennan, marketing manager will be leading the launch programme at BSW Group.

Tony Hackney, BSW Group CEO, said: “We were initially introduced to Propaganda by our investors Endless, and I have to say they impressed us from the off, with their commercially focused approach to brand and marketing strategy.

“The Discovery programme has given us a clear view of the best path forward for our brand. We’re looking forward to working together to realise the results and value for everyone involved.”

Craig Harrold, managing director at Propaganda, added: “Tony and the entire team at BSW have relentless ambition and energy to really drive progressive change in their sector, we’re delighted to have played a part in channelling that energy to really optimise their huge potential and positive impact.”


Period wear manufacturer Iceni Silver has appointed Huddersfield-based PR and marketing agency KC Communications to raise its profile through an aggressive PR strategy to support its ambition of becoming the UK’s leading period wear brand.

Founded in 2018 by Francesca Hansen and Vanessa Smith, Iceni Silver’s primary focus is to enable women to be active during their periods without fear of accidents or feeling uncomfortable.

Iceni Silver’s products are tried and tested by elite athletes and sporting professionals including Rugby player and TV presenter Rachael Burford, England Cricket Player Lydia Greenwood and QPR Football Captain Hayley Peacock.

The company is also an official supplier to Vitality Superleague netball club, London Pulse.

Katrina Cliffe, founder and managing director of KC Communications, said: “Having researched products like this for the past year for my daughters it was by chance I came across Iceni Silver.

“What stood out to me was the brand’s focus on active lifestyles, and having two daughters who spend a significant amount of time ice skating I needed to find a product that would allow them to train in comfort and without embarrassment.

“What began with me reaching out to Vanessa to sing the praises of the product resulted in a conversation to share some ideas as to how the brand could raise its profile before quickly turning into a commercial partnership.

“The whole team at KC Communications is delighted to be working with Iceni Silver and we can’t wait to kickstart campaign activity to rightly showcase the brand, its ethos and how it makes such a difference to empower women and girls in sport.”

Smith added: “This partnership couldn’t have come at a better time for us. With lockdown causing most sporting clubs and events to be put on hold, the business undoubtedly took a blow.

“We needed a boost to get us back on track after the past few months, and seeing how passionate and excited the ladies at KC Communications are about the brand and its potential has helped us find it.”


Leeds-based PR, social media and brand communications agency, Aberfield Communications, has been appointed by Wakefield Council to help deliver its summer tourism campaign, Experience Wakefield.

Aberfield will work as an extension of the tourism team at Wakefield Council, delivering a strategic PR and marketing campaign to challenge perceptions and establish the Wakefield district as a tourism destination, whilst supporting the economic recovery of the sector following COVID-19.

The agency was appointed following a competitive pitch process, presenting an approach centred on creating strategically targeted, SEO-driven content to reach key audiences through national, regional, broadcast and specialist media, as well as for the newly launched Experience Wakefield website and its social media channels.

The contract is one of a series of recent wins for Aberfield, following its appointment by iconic Yorkshire brewery, T&R Theakston, as its lead agency earlier this year.

Councillor Michael Graham, Wakefield Council’s cabinet member for culture, leisure and sport, said: “Aberfield immediately identified an opportunity to promote Wakefield as a hidden gem within Yorkshire, and as a gateway to the rest of the north.

“Their insight into what makes the district special, alongside their innovative approach of combining PR and marketing with the latest digital insights into audience behaviour, set them apart during the pitch process.

“We’re looking forward to working with Aberfield and drawing on their expertise in the tourism sector to boost Wakefield’s profile, encouraging people to explore everything the district has to offer, and in turn, growing its visitor economy.”

Rebecca Farnsworth, consultant at the agency, said: “What many people don’t realise is just how diverse the Wakefield district is, from rolling hills and its cathedral city centre, to quirky independent restaurants and shops, the district manages to pay homage to its industrial mining heritage, while also being home to world-renowned art, sculpture and music.

“Our audience-first approach underpins everything we do, and will be instrumental in helping us to address any existing preconceptions of the district and cement Wakefield’s reputation as a cultural visitor destination.”


Safety expert business Arco has stepped up its investment in advertising with the launch of a TV and digital campaign planned and negotiated by Harrogate-based Alchemy Media.

The campaign runs throughout June on Sky linear & Adsmart channels and BVOD platforms including ITVHub, Sky Go and All4.

The campaign timing has been planned to resonate with B2B decision making audiences, as attention turns to issues surrounding staff returning to the workplace post lockdowns.

Karen Light, planning director at Alchemy Media, said: “We’ve planned this B2B campaign with a sharp focus on the targeting granularity offered by the media platforms to ensure minimal wastage outside of our core audiences.

“The digital elements concentrate on reaching Arco’s key professional sectors down to job title level.

“The TV plan has been crafted to tap into ‘appointment to view’ channels and relevant programming for senior business decision makers at key times of the day, within the most appropriate environments.”

Lee Morton, head of brand & proposition at Arco, said: “We hadn’t initially considered that TV would be a viable route to reach our key audiences cost efficiently.

“Alchemy presented us with a compelling solution, demonstrating the granularity of targeting techniques now available to reach our audiences with precision.

“We’re confident the power of TV combined with laser sharp targeting through digital channels will generate a demonstrable uplift in brand awareness, consideration and sales.”