Mason Williams Simit Sarayı

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Mason Williams

Mason Williams is the leading UK

Consumer Agency

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Potential Team

Depending on Scope and Budget

Jackie Duffy

Board Director

Sarah Wilson

Board Director

Joanne Greer

Senior Account Director

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Potential Team

Depending on Scope and Budget

Benn Achilleas

Head of Social & Digital

Sarah Schofield

Junior Account Manager

Christine Quansah

Senior Account Executive

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Introducing Mason Williams

Established in 1986, Mason Williams is one of

the UK's leading independent PR agencies

specialising in consumer lifestyle and

consumer communication

We have 24 consultants across two offices,

London & Manchester

Only UK consumer partner in IPREX

$250m+, 100 office Global

Communications Network

Full service PR agency……integrated PR, traditional, digital and social

media relations, consumer engagement, news

story creation, ambassadors, sponsorships,

brand and partnership building, crisis and

reputation management

We are a 24/7 agency whose senior team

make themselves available at all times for

our clients. We are strategic, creative,

passionate, flexible, responsive and

deadline focused.

We believe in PR that makes a

difference.

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Impulse,

Licensed

and Family

Brands

You Are What You Eat fruit and nut

snacks

Pretz, baked miniature pretzels

Loyd Grossman nut ranges

Cheesestrings, launching the

lunchbox favouritein the UK

Mars, Bounty & Galaxy, mousse and desert range

launched for families

Schwan’s Pizza and Chicago Town

Pizza brands

Batchelor’s Mushy Peas Sara Lee

Cuisine de France, Delice de France

and La Brea Bakery

Campbell’s Soup

Holland’s Pies, proper pies and puds from the North West

Lancashire Dairies, fruit juices and milkshakes for

children

T & T, sugar-free children’s drinks

Dukan Diet, healthy foods and ingredients as part of the renowned

diet

Pocket money toys with Star Wars,

Marvel, Transformers and

My Little Pony

Mason Williams

has worked in

the impulse and

food sector for

more than 20

years, launching

products,

building brands

and reaching

audiences

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We have been building brands for over 28 years. Our slogan "WE ARE OUR BRANDS" reflects the passion we inject into everything we do

We have had the pleasure of working with some iconic brands and helping some brands into the Super and Cool Brands lists

We are consumer specialist; working with large and small brands, new businesses and global leaders, to build reputations, drive engagement, generate sales and create noise

We have helped some of the world’s largest companies create stand-out and have helped challenger brands take on their competitors and win

We Are Our BrandsFMCG Impulse

Food & Drink

Family

Health & Diet

Toys & Games

Travel & Tourism

Leisure & Hospitality

Fashion & Beauty

Luxury

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Our ClientsLeading consumer lifestyle brands including…

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What our clients say…

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Launched Innocent Village Fete and the final event a year later

Delivered social, blogger engagement, media, video content

Case Study 1

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Launched Off-Guard Gigs for Right Guard, touring festivals for two years

Delivered social, blogger engagement, media, video content and media

partnership

Case Study 2

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Case Study 3

Unknown to the UK market

Launched the Dukan Diet in the

UK in 2011

In the first year alone we

delivered…

Recipe takeover with the Daily Mail

Positive hits in ALL national

newspapers – 57 national pieces

achieved

“THE 2011 A-Z – D IS FOR DUKAN” The Telegraph

Magazine, December 2011

Recipes and case study interviews in

target women’s media

34 magazine and 70 online features

achieved

Profile interviews for the founder on Daybreak, BBC

Breakfast and Sky News – 6 TV

features secured

EAV of £6million in our first year

Reaching 1,348,054,849

35,089 – trackabledirect web hits

By end of first year -22 million people in the UK had heard of

the diet

Over 1m books sold in the UK to date

Over 1m UK subscribers to the online coaching

plan to date

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Outline of Activity

• We would need a full briefing from the client before

submitting proposals but briefly:

• We have wide experience of and would recommend that

Samit Sarayi implement a programme of “pop ups” at

various events around the UK

– From our small knowledge of the brand at this stage we

would expect a target to be male and female young

adults aged 16-45

– Ideal way to reach this target is via music festivals

where we have strong contacts

– If budgets allow we could also arrange pop-ups at key

spots such as Covent Garden in London and Media

City Manchester

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Outline of Activity

• We would run a series of interviews in trade magazines

such as The Grocer as well as, if desired, in the Franchise

media and retail titles such as Retail News

• A huge number of magazines, bloggers and newspapers

undertake taste comparisons. We would organise entry

into these – but beware the results can be unpredictable

and the UK media is not to be influenced by commercial

considerations

• Again depending on budget we have huge experience of

creating news-worthy stunts to create interest in the

consumer media

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Outline of Activity

• A well-proven route to consumer coverage is the “hot-drop”

where members of our team visit radio stations and

magazine publishers and invite journalists to have a free

breakfast or lunch

– We have been doing this for years and it works

– Nat Mag, Hearst and IPC all have restaurants where we

can set up breakfast, mid-morning snacks and lunch for

the journalists – many of who we know from working

with other clients across many years

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Outline of Activity

• We would run local activity around each store opening

– Again this depends on budget but if we can research a

Turkish affiliated celebrity (no-one obviously apparent at

first glance) that might help to get coverage

– We can also produce a series of advertorials – articles

which look as if they have been written by the

publications’ journalists but actually written by us – to

explain what makes

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Outline of Activity

– We also need to influence the influential on line forums.

At present Simit Sarayi in Oxford Street is not

universally praised – getting 4.6/10 in Foursquare for

example

• We would “blind shop” the café so that we can form our own

views of how good it is and, if necessary, make suggestions to

improve it based on our experience of the UK market

• We undertake this with numerous restaurants and hotels

• We would also get a small army of our friends to comment

favourably to turn the tide of opinion

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Outline of Activity

• Sampling

• We can easily arrange sampling around the Oxford Street café on

busy Saturday morning

• Also leaflet drop nearby businesses with an incentive to buy

• There are literally hundreds of food bloggers in the UK

• Bloggers need to be sent samples as they are rarely located in

London

• We can run editorial promotions

– win your holiday to Turkey and every reader gets a

voucher to shop in-store

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Outline of Activity

• Special Occasions

– The UK media report on all sorts of activities such as National Lunchbox Week, National Sandwich Week, National Bagel Day etc

• We can ensure Simit Sarayi is represented in all

• Storylines for Media

– Britain’s favourite bagel

– Who would you like to share your bagel with survey

• Pinterest Competition– send a picture of you eating a bagel to win the chance to eat a bagel in Turkey

– We are experts in social media and this is just one suggestion

– We would develop a complete programme on-line

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Monitoring

• As the profile of Simit Sarayi grows so will the number of

mentions it gets on various forums – as mentioned above

– We would recommend that we monitor all on-line

comment so that we can respond if necessary to

criticism and, perhaps, reward enthusiasts

– We have monitored on-line for some of the biggest

brands in the world such as Hasbro Toys and Henkel

and have various tool and techniques available to our

clients

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Press Office

• Listed on next slide are just a few of the things that we

collectively call “Press Office”

• This refers to the activities that happen naturally each and

every day on each of our accounts and are included in our

time charge

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Press Office

Social, Digital and Traditional

Proactive & Reactive Media

Relations

Product Placement

Broadcast Media Outreach

Social Media Community

Management

Press ReleasesPromotional

ScheduleSample

Management

Forums & Blogger

Engagement

Partnership Development

Media Meets & Gifting

News Hijacking

Influencer Engagement &

Gifting

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Working Together

What does

Success look

like?

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Working Together

Establish KPIs based on

success metrics

Experiential Engagement

Social Engagement

Social Influence

Media Engagement

Media Influence

Media ValueKey Message Penetration

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Working Together

Daily Catch ups as needed

Daily/Weekly Social Word

Cloud Reporting

Weekly Social Engagement

Reports

Weekly Activity Reports

Weekly Coverage Reports

Monthly Social Reports

Monthly Activity Reports

Monthly Coverage Reports

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Summary

• It is difficult to propose a media campaign aimed at

building a reputation and driving sales for a brand that we

know so little about

• Also difficult to work out how we will report as long as the

brand is mainly based overseas – perhaps we can Skype

on a regular basis?

• It is also difficult to set a level of service when we have no

idea of budget

• When we have launched brands in the UK previously

budgets have ranged from £60k to £150k per annum for

team time plus additional budgets for large activities such

as pop-ups

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London | The Penthouse, Italian Building, Dockhead, London, SE1 2BS

Manchester |1 Universal Square, Devonshire Street North, Manchester, M12 6JH

Tel: 0845 0941 007

www.mason-williams.co.uk

Twittter: @Masonwilliams

Facebook: Mason-williams-pr