News of The World

The Guardian

Financial Times

omd

challenge

Raise the profile of OMD, one of the world's foremost communications experts, who had previously experienced a good level of attention in their heartland trade press - the challenge was to take the big step into the national press

Simultaneously, reinforce OMD's credentials as a centre of excellence for consumer research

creative solution: "roar"

We focused on the 10th anniversary of the business' annual "Right of Access Reserved" (ROAR) youth and lifestyle research which looked into trends in the UK's younger generation. Our early involvement in the research process allowed us to shape the survey questions, and thus create statistics and angles that were easily digestible and attractive to national newspaper editors and their readers.

campaign results

The resulting blanket coverage appeared in the full spectrum of national newspapers from the Financial Times to the Daily Star, including a page 3 feature in The Guardian and page 2 story with leader column in the News of the World

As a result of the press attention to the statistics, OMD gained large scale recognition as an agency with its finger on the pulse, and saw a distinct change in its profile amongst potential clients when pitching in subsequent months

OMD went on to be quoted in subsequent related news stories as established experts in the field of youth trend marketing