Magazine article Marketing

Research Awards 2004: Business & Professional

Magazine article Marketing

Research Awards 2004: Business & Professional

Article excerpt

WINNER Client: Seven HR Agency: Propaganda  COMMENDED Client: Telephone Preference Service Agency: NOP World 

Frustrated by current practices in the recruitment industry, a group of FMCG and retail professionals decided to form a new recruitment consultancy.

Seven HR placed researched understanding of its markets and customer insight at the core of its business, hiring research agency Propaganda to develop its launch strategy.

The company briefed Propaganda to evaluate the perceptions of key industry decision-makers and explore the opportunities of developing a differentiated recruitment brand.

Propaganda used a two-stage strategy. First, it put a process in place using desk research to audit the client's competitive set, including what they said about themselves, and their reputation among industry influencers.

Second, internal research was conducted, which included in-depth interviews with each of the founding members of the company.

Propaganda evaluated the findings of the research project and established a cultural mission statement for Seven HR, as well as laying the foundations for the consultancy's communication tactics. …

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