Media Relations in Action
The company
Twenty Recruitment was formed in January 2009, in the depths of the recession, by Paul Marsden and Adrian Kinnersley who were responsible for the rapid growth and sale of Astbury Marsden. The company specialises in mid to senior level appointments within the professional services, financial services and commerce & industry sectors across technology, finance and IT.
The challenge
While the company had recruited a number of senior consultants who were real experts in their field, in early 2009 Twenty as a brand was still a relatively unknown quantity in the market. They had excellent client contacts but needed an additional differentiator from the more established brands out there.
The solution
BlueSky embarked upon a campaign of placing thought leadership articles in target heavyweight trade media which Twenty then used as examples of their expertise within their specialist sectors. One of these pieces was an article written for Twenty covering the brain drain from investment banking into utilities within the energy trading space. When Twenty pitched to a major utilities group for a senior technology specialist within its energy trading division, they used the piece as an example of their expertise. The client felt that this was a clear demonstration of their industry knowledge. They won the assignment on an exclusive retained basis ahead of two well established executive search firms, placed the candidate and made a not inconsiderable fee.
What they say
“The team at BlueSky have generated an impressive amount of coverage for Twenty but it doesn’t stop there. They have a refreshing approach when it comes to PR and understand that it covers so much more than just the media. They have been instrumental in developing copy for our website; for our employer branding messages and for our social media channels. Regular visitors to the office are popular with the whole team, BlueSky is more than just a supplier; they are a key strategic advisor.” Adrian Kinnersley, Managing Director of Twenty Recruitment Group