Working in PR, we’re in the business of making a name for our clients. But that doesn’t mean we don’t appreciate a bit of recognition ourselves. We’re continuously striving for those ‘YES!’ moments — landing an interview, securing a media splash, running a ‘wow’ event, launching a successful campaign, etc. But what really makes a difference is when clients step back for a moment and show appreciation for our efforts. Yes, we have agreed ‘deliverables’ so, arguably, clients should be getting what they expect. But we’re not just working through a list every week. If you’re in agency PR, you’ll k ..read more

In the competitive marketing, PR, and advertising industries, we’re often fixated on the endgame: creativity as the outcome.  Want to get a brand in the spotlight in the crowded market? Ramp up the creativity.  Aiming to launch effective campaigns that stick in people’s minds? Infuse them with an element of surprise — all in the name of creativity. But here’s the twist. Fostering a culture of creativity isn’t just about dazzling results. It’s also about the vibe we create while getting there. It’s no secret that a positive workplace can be a hotbed for innovation. Happy employee ..read more

If you work in B2B marketing, you may have noticed that ‘performance branding’ — the ability to generate long-term brand awareness — is having a moment in the spotlight.   It differs from performance marketing —  which tends to zero in on a short-term, lead generation focus — and is gaining momentum among some big names in the B2B community. LinkedIn has been vocal in its support for performance branding, claiming that too much time, money, and effort is spent on performance marketing, which it says is too short-term to be a good measure of marketing success. Performan ..read more

National Apprenticeship Week (NAW) — which this year runs 5 to 11 February 2024 — helps celebrate the achievements of apprentices everywhere and the positive impact they make. Here, we talk to Paige Gravesande — Wildfire’s first PR apprentice — to find out her standout moments over the last 12 months, and what advice she’d give others looking for an apprenticeship in B2B tech PR. Hi Paige, it’s been one year since you started your apprenticeship at Wildfire. Can you remind us how this journey began for you? Absolutely! My journey kicked off during my time at sixth form, where I was taking Busi ..read more

The beginning of February is Time to Talk Day, an annual awareness day run by Mind and Rethink Mental Illness. It’s an opportunity for us all to start a conversation about mental health and how it affects us.  Here, Trisha Bahl starts a conversation about some of the steps Wildfire takes to ensure people look out for themselves — and others — while at work.  With closed eyes, we immersed ourselves in the captivating resonance of gongs echoing throughout the room. Advised to remain in the present moment, the experience was a rare occurrence where individuals from diverse cul ..read more

We all know how important creativity is in PR and marketing. When you’re building a brand, you need to create memorable campaigns and messages that resonate with audiences. It’s a point highlighted by IPSOS, which argues that “75% of campaign success is driven by creativity”, while Kantar/WARC found that creative campaigns deliver 4x more profit. Being creative takes discipline though. It’s a process. And being around other creative minds to bounce and evolve ideas is a critical part of that process. So what impact has the increase in remote working had on creativity? While videoconferencing h ..read more

It’s January, which means we’re in the thick of prediction season. And despite what others may say, there really is only one show in town.  Like it or not, 2024 is officially the year of AI. It’s going to streamline our workflows and free us up to do more creative work. It’s going to interrogate data better and find that golden nugget of insight. Hell, it might even do some of the creative for us if we ask it nicely. But is it? I realise that might sound like a facetious question. And to a certain extent, it is. The solution to all our problems? Certainly, the numerous champions of AI are ..read more

Selling anything in the current climate is tough. Throw B2B, technology, and marketing services into the mix as well and the odds of finding a qualified lead —  never mind securing an actual sale — increase substantially. I don’t have an exact multiplier to hand, but after selling Wildfire’s PR services for the last 17 years believe me, I know. On the positive side, this experience gives us real empathy for the people and brands targeting the same sectors we do. While we’re selling PR to tech companies, our clients are selling technology. But we’re all moving in the same circles. And we’r ..read more

As a PR agency, we know a thing or two about taking part in an RFP (request for proposal) process – the good, the bad, the ugly, and everything in between It’s equally eye-opening being on the other side of the fence and managing the process on behalf of our clients, which is something I’ve become increasingly involved in as part of my lead hub agency role. Those who have been involved with or run an RFP process will know how time-consuming it can be due to the level of due diligence that’s required. Our international clients don’t always have the luxury of time on their hands. So, when they n ..read more

At the end of last month, I organised and hosted my seventh Macmillan Coffee Morning at Wildfire’s HQ since joining the company back in 2016. Over the years, the Wildfire team has raised hundreds of pounds for this worthy cause, all by baking, buying — and then scoffing — delicious treats of all shapes, sizes, and flavours. But it’s not just about the cakes. There’s the obvious element of ‘doing good’ — which is one of Wildfire’s core values. But it also helps with team bonding. Raising money for this brilliant charity doesn’t just give us the feel-good factor, it’s also an excu ..read more