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Allied Telesis

Media reviews had shown that journalists and end-users assumed the company had gone out of business. Allied Telesis was also looking to achieve better efficiency and results for its budget.

Our Approach

Each market was at a different stage of development and had its own unique set of challenges and context. The international PR campaign had to be flexible and adaptable with each market having the freedom to influence the campaign, supported by the regional team providing a steady flow of materials and support.

Wildfire streamlined the European agency network

Wildfire worked with the Allied Telesis marketing team to overhaul the European agency network and consolidate and streamline the agencies This included shortlisting and evaluating proposals from individual agencies in Allied Telesis’ markets in Europe, adopting a “best-fit-for-client” approach. Wildfire has separate agencies in place in all markets including the UK, France, Germany, Italy, the Nordics, Spain, Russia and the CEE region.

Wildfire established a clear strategy using core messages

Wildfire created a campaign that communicated the same core messages and benefits, Wildfire generated an international PR handbook, messaging documents as well as media training for spokespeople and agencies in all markets. The agency maintains very close links with in-country PR teams so as to monitor and stimulate activity, local PR initiatives and maintain a two-way flow of information and ideas.

Wildfire provided a steady flow of high quality material with a focus on press releases and articles.

In-country PR teams have the flexibility to review and localise any materials provided, as well as to use their discretion to decide whether to distribute or not, and fix the dates to match local requirements.

I would have no hesitation in recommending EML Wildfire to anyone looking to initiate a well managed and proactive international PR campaign.

Melvyn Wray
SVP Product Marketing

The Results

14x

return on the yearly PR spend

15%

increase in coverage every six months

What Next?

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