Consumer and Retail

This case study features: Creation of advertising concepts; design, copywriting, photography and production of lifestyle-themed print and broadcast ads; proactive media relations; event management; product launches; competitor market research and analysis; sponsorship; community relations

Cosmo Ceramics

Positioning a leader

For many years, our team created and delivered full strategic communications, advertising, design and media relations programs – targeting lifestyle consumer, and professional architecture and interior design media – for Scotland’s most successful independent importer of quality ceramic tile products for residential and commercial applications.
Reporting directly to the company Chairman and Managing Director, we devised successful consumer advertising campaigns for which we handled all scriptwriting, art direction and production management of radio and print ads. We commissioned and briefed our chosen team of photographers and set builders, selected models, commissioned bespoke music, appointed the media / space booking agency, and project managed the delivery of all artwork and audio files to multiple print and broadcast outlets.
In addition, our team project managed the successful media launch of the company’s prestigious new HQ and retail interiors and professional architectural showroom, including negotiations to secure celebrity appearances and endorsements, and regularly coached the company’s Chairman and Managing Director through media interviews.

Ongoing media relations programs included one-to-one briefings, new product launches, editorial copywriting, interiors design magazine features and readers’ competitions, product placement, journalists’ familiarization visits, and architects’ and specifiers’ visits to factories in Italy, Spain and Portugal; Mystery Shopperresearch helped to ensure that optimum customer service practice was maintained while also providing vital market intelligence revealing
competitors strengths and weaknesses.

CLIENT: Cosmo Ceramics (leading independent ceramics importer and retailer)