Tangerine PR Blog

Following the announcement of its industry-first workplace based social media apprenticeship scheme, Tangerine PR has now opened the programme to businesses and apprentices.

The Juice Academy programme, which will welcome its first intake of apprentices on 10th June, will see successful applicants working full-time with companies across the North-West, taking time out to learn theoretical and practical skills including Social Media Management, Developing Content for Social Sharing, Developing a Digital Strategy, Keyword Analysis and SEO, and Social Media for Mobile.

Tangerine’s head of integrated and digital strategy, Anna Wilson, who will lead the programme, said: “By creating an employer-led apprenticeship scheme, which directly shows the workplace applications of social media, we’re able to make the subject relevant to the work being done in the industry.

“We’re encouraging businesses and apprenticeship candidates to step forward and be part of the Juice Academy. It will provide great benefits for all the parties involved, and the chance to be part of something that’s revolutionary in the industry.”

The scheme’s introduction has also seen the hiring of project co-ordinator Lucy Adams, who will oversee the apprenticeships, acting as a point of contact for apprentices and employers, while also facilitating events such as a series of bootcamps, which will help match businesses with the apprentices most suited to them.

A professional self-starter, Lucy’s organisational credentials include founding the first ever Manchester city centre Women’s Institute, the largest and youngest in the UK.

During her time as PR and marketing executive for CPDWORKS, she was responsible for expanding the brand’s social media presence, giving her a firm foundation in communications and social networking.

On her recent appointment as a new member of the team, Lucy said: “It’s a great honour to be part of this innovative project. Tangerine’s position as one of the country’s leading agencies, and its in-house digital team, mean that it’s uniquely equipped to spearhead the initiative.”

For more information, or to express an interest in becoming an employer/apprentice in the programme, please contact apprenticeships@juiceacademy.co.uk

Tangerine PR has been appointed to raise the profile of former IBF and WBA light welterweight champion Amir Khan and continue to position him as a major sporting personality beyond the world of boxing.

Tangerine will continue to build on Amir Khan’s reputation as one of the most successful British sports stars of the past decade and offer strategic media advice to help the athlete develop his commercial potential.

It’s a natural partnership for the Bolton-born boxer and Manchester-based agency Tangerine, and the agency won’t be pulling any punches when maximising opportunities around Khan’s comeback fight in Sheffield later this month.

The former four-time world champion will fight on British soil for the first time in two years and victory is an important step towards regaining the light welterweight crown he lost in 2011.

Mary Harding, MD of Tangerine PR’s consumer team, said: “Prior to my recent move to Tangerine, I had been working with Amir and his team for a number of years. This collaboration sees Tangerine’s first move into talent PR and we’re thrilled to begin this development of our offer with Britain’s best-known boxer.

“We’re looking forward to helping him increase his profile across a range of sports and lifestyle media, building his brand and increase his commercial appeal.”

Amir Khan was catapulted to stardom at the age of 17 after winning silver and becoming Britain’s youngest ever boxing medallist at the 2004 Olympics in Athens. The former four-time World Champion also became one of Britain’s youngest ever, winning the WBA light welterweight title at 22.

He lost his WBA and IBF titles to Lamont Peterson in a controversial bout in Washington DC in 2011. It’s a big year for Khan who has two fights planned in 2013, one in April and one in December, as well as his wedding to student Faryal Makhdoom in May.

Manchester-based Tangerine PR has been shortlisted for two accolades in the national Chartered Institute of Public Relations’ Excellence awards.

Beating off some of the UK’s largest and most established PR consultancies, the agency is shortlisted for the ‘Outstanding PR Consultancy of the Year’ award for the fourth time – an honour the agency won in 2011.

The agency is also shortlisted for the ‘Automotive Campaign of the Year’ accolade, in recognition of its dazzling work for Peugeot UK.

Tangerine’s team covered a Peugeot RCZ in 81,000 ‘Essex diamonds’ before hosting a high profile launch with lovers of all things bling, Cara Kilbey and Billie Mucklow from TOWIE, in celebration of the Queen’s Diamond Jubilee last summer.

The CIPR Excellence Awards – held on Monday 3rd June at the London Hilton on Park Lane – recognise and reward best practice in public relations throughout the UK and acknowledge personal and team achievement at the highest professional level.

The judging procedure has two stages – each shortlisted entry (decided on the basis of a written submission) goes through to a second round of judging and Tangerine PR will now be interviewed by a panel of judges comprising senior PR practitioners and experts from the business, media, marketing and advertising communities.

Sandy Lindsay, Tangerine’s founder and Group MD, said: “To be shortlisted for the ‘Outstanding PR Consultancy of the Year’ award again, just two years after winning it, is a real honour for me and everyone at Tangerine. The Peugeot team has also been doing some excellent work and it’s great to see this recognised nationally.

“We’re certainly proud to be flying the ‘Manchester flag’ as it’s a city that is home to some of the UK’s best marketing consultancies.”

Tangerine PR has been appointed by independent family brewers, J.W. Lees to work with the award winning company on the launch campaign of its exciting new pale ale.

The business, which was founded in 1828 and is based Middleton, north Manchester, brews seven real ales as well as one lager, three smooth beers and seven limited edition seasonal cask ales, which include the popular The Governor, Moonraker, Manchester Star Ale and Drayman’s Promise.

Manchester based Tangerine will support the national launch of J.W. Lees’ latest edition to its ale portfolio. The top secret new beer, which embodies the very essence of Manchester – alternative, distinctive and youthful – will be unveiled at a VIP trade event on 17th April. Tangerine has been brought in to help communicate its unique key messages on a trade and local and national consumer level, creating buzz and excitement among target audiences.

William Lees-Jones, managing director at J.W. Lees, said: “This is our biggest ever beer launch and we strongly believe Tangerine is the right agency to develop and implement a strategy to support it. They demonstrated a real understanding of our business and the industry we operate within, so we’re very much looking forward to working with them on this refreshing campaign.”

Mary Harding, MD of Tangerine PR’s consumer team, said: “Pale ales are enjoying a growth period and there is real opportunity for J.W. Lees to expand its market share with this new beer. Our communications strategy aims to highlight the refreshingly alternative credentials of the beer, appealing to new audiences all over the UK in a creative and engaging way to achieve real cut through.”

J.W. Lees also owns J.W. Lees Pubs, which includes 140 tenancies and 35 managed pubs, inns and hotels, The Alderley Edge Hotel and Willoughby’s Wine Merchants, employing more than 1,000 people.

Some of the UK’s leading creative agencies and marketing teams have come together to launch the UK’s first industry-led social media apprenticeship to coincide with National Apprenticeship Week.

The programme, which is being spearheaded by Tangerine PR, will not only serve to create much needed jobs for young people but will fill an industry-wide skills gap by training young professionals in the practical application of social media.

Due to launch in early Summer, the Apprenticeship will be delivered through a mixture of theoretical and work-place learning, covering all elements of social media management. The pilot programme will be North West based, with a view to further roll outs nationally in the future.

Modules covered will include Social Media Management, Developing Content for Social Sharing, Developing a Digital Strategy, Keyword Analysis and SEO, and Social Media for Mobile.

Tangerine will bring in specialists from the industry to deliver some elements of the programme – such as SEO, which will be delivered by the award-winning PH Creative in Liverpool – as well as guest lecturers and those with inspiring stories. And the course will also cover a range of professional skills and techniques, which will be delivered by Ian Pettigrew of Kingfisher Coaching.

The intention is to have four intakes of apprentices throughout the year, who will be employed full-time in local businesses, taking time out to learn theoretical and practical skills.

Tangerine’s head of integrated and digital strategy, Anna Wilson, who will lead the programme, said: “Colleges and learning providers are doing a great job of delivering apprenticeships across the UK but we felt this Apprenticeship could be delivered most effectively by an employer in the industry. The course will combine industry-leading insight with practical application of technique and uses Tangerine’s investment-led approach to really empower young people to succeed in the field.

“Social media is not an enigma, it’s a science and this Apprenticeship will be truly employer led, delivered by practising professionals who will give real insight into using social media in a professional context.”

John Myers, head of apprenticeships at the National Apprenticeship Service, added: “We worked with Tangerine on the very successful Creative Break programme and Sandy has been an Ambassador for Apprenticeships for many years. I can’t tell you how delighted I am that an employer which is totally immersed in social media will be delivering the Apprenticeship itself, and that other companies are also seeing the opportunity and volunteering their support.

“I believe the best Apprenticeships are delivered by employers themselves and I know Tangerine will go the extra mile in making the programme a success.”

The apprenticeship will be supported by an Advisory Panel, currently being formed, which includes:
• Sandy Lindsay, Group MD, Tangerine PR & North West chair of the PRCA
• William Lees-Jones, MD, JW Lees
• Scott Jefferson, marketing director, Pets at Home
• Nicky Unsworth, chief executive, BJL; IPA council member; deputy chair Tribe Global; MIDAS operational board member
• Lou Cordwell, CEO, MagneticNorth; chair, FutureEverything; director, SharpFutures
• Katie Gallagher, business development director, Manchester Digital
• Bryan Adams, MD, PH Creative
• John Myers, head of apprenticeships, National Apprenticeship Service
• Penni Owen, programme development manager, Total People

Tangerine has selected Total People (www.totalpeople.co.uk) as its apprenticeship partner, due to its excellent track record in supporting industry- led apprenticeships such as the Kids Allowed programme which revolutionised nursery provision.

Total People has supported Tangerine in creating the programme and will shadow the team through the early stages, ensuring the crucial admin and assessment is delivered properly, but the aim is to be self-sufficient by the end of the first year of the programme.

Tangerine is asking businesses interested in taking part to complete a survey online in order to share their views on how to make sure the apprenticeship delivers what they need: http://svy.mk/Zi7AnD

For more information, or to express an interest in becoming an employer/apprentice, please contact apprenticeship@tangerinepr.com.

As it rounds off its tenth year and welcomes its 50th colleague, Tangerine PR has appointed a leading coach as non-executive director to support the consultancy’s new internal focus on strengths.

Ian Pettigrew of Kingfisher Coaching – a leading executive coach who also supports organisations such as AstraZeneca, Kurt Salmon, and the NHS – joins Tangerine’s Board to help deliver a development programme which helps people to discover and apply their innate strengths such as Strategic Insight, Influence, Relationship Building, and Execution.

In addition the programme will also include a focus on identifying and investing in specialisms for individual ‘Tangerines’.

Sandy Lindsay, Group MD, Tangerine explained: “One of the many good things about being a bigger agency is that we can be flexible in allowing people to specialise in what they’re good at and enjoy.

“We know that when people are playing to their strengths they do great work, are more engaged in what they do, support clients better and are happier.

“We launched the University of Tangerine last year and, under this umbrella, we’re combining this development programme, which means we’re enabling people to do what they do well, naturally, AND learn to do better what they love.”

Every colleague will have an online assessment of their strengths, followed by a coaching session with Ian, which will then be fed through to line managers and mentors so that individual three year Career Development Plans can be created.

“I’ve been working with Tangerine for a few months now,” Ian explained, “and I’ve been hugely impressed and am delighted to now join the Board. Tangerine is driven by its values and cares deeply about both colleagues and clients.

“The business is full of creative, ambitious people and I’m excited to have the opportunity to help them become even more successful. Especially in this difficult economic climate, it’s refreshing to see a business which is committing more to help each and every person be the best they can be. I’m loving working with the Tangerine team at every level.”

Sandy concluded: “2012 was an exciting year of growth and opportunity where we took on an additional 20 clients and welcomed 16 new Tangerines. We want to ensure every Tangerine is supported through this rapid growth and given the skills, support and coaching to ensure their own careers are on track and they have the ability to support their clients and colleagues too.”

Tangerine PR has been appointed by specialist beverage bottler Cobevco to develop and implement an international communications strategy for the company following its multi-million pound rebrand at the end of 2012.

As one of the world’s leading suppliers of bulk filling services, and a top authority on the processing of wine, beer and other drinks products, Cobevco is trusted by top drinks producers bottling in the UK. Processing beverages that are bulk imported into the UK – and produced domestically – Cobevco’s world class Cheshire-based plant is capable of bottling and packing more than five million litres of wine, beer, cider, spirits and soft drinks each week.

Having already worked with the specialist filler to develop its corporate identity and branding, Tangerine’s B2B team – which last year won the coveted national B2B Marketing Awards for best agency – is now tasked with building awareness of the new Cobevco brand and its capabilities, especially in the key growth markets of Australia and Chile.

Adrian Curry, managing director at Cobevco, said: “Following the support of the team during the first stages of our rebrand, we were convinced that Tangerine was the right agency to develop and implement a communications strategy to support our ambitious plans for growth over the next five years. They demonstrated a real understanding of our business and the industry that we operate within, as well as the international wine market, so we’re very much looking forward to working with them on this campaign.”

Sam Gregory, MD of Tangerine PR’s B2B team, said: “Cobevco’s offering is truly world class and it plays a vital role within the global drinks industry supply chain. Our communications strategy will highlight the impressive capabilities of the company in line with its rebrand, engaging audiences from all over the world in creative new ways to achieve real cut through and support its long term growth goals.”

As part of a strategic expansion and restructure of its senior team, Tangerine PR has strengthened its offer with the appointment of M&C Saatchi Sport & Entertainment’s Mary Harding to the new role of Consumer MD.

The agency’s consumer offering has until now been headed up by Director and co-founder of the business, Sarah Halton, who has led the team through a period of exceptional growth. The creation of this new dedicated consumer MD position will see Sarah move into a client services role, while Mary takes up the reins and continues to drive forward Tangerine’s award-winning consumer offer.

Tangerine’s Group MD, Sandy Lindsay, said: “Under Sarah’s stewardship, our consumer team has developed into a hugely successful part of the agency. We have now reached a size where we need to expand our senior team once again and establishing this role was a natural step for us following the appointment of Sam Gregory as B2B MD in 2011.

“Mary brings some fantastic experience that will be a huge asset for the agency and our clients and I’m very much looking forward to seeing our consumer offer develop even further in 2013.”

At creative specialist M&C Saatchi Sport & Entertainment, Mary spent eight years managing and maximising return for sports sponsorship campaigns, as well as overseeing talent publicity for clients such as Reebok and Amir Khan.

On her appointment, she commented: “Tangerine has an exceptional reputation nationally, with a strong portfolio of retained consumer brands and an award winning team that I’m really excited to be working with.

“The growth the agency has seen in recent years has been unrelenting, despite the difficult market conditions, and my focus will be to sustain this expansion, but equally importantly, work with Sandy and Sarah to develop our people and our offer even more.”

Tangerine PR has kicked started 2013 with its first award nomination of the year. The agency has been shortlisted for the Best PR & Marketing Agency prize at the City of Manchester Business Awards. Hosted by Downtown Manchester in Business and Manchester City Council, the event celebrates companies which thrived over past 12 months. In 2012, Tangerine had its most successful year to date and also celebrated its 10th anniversary. The winners will be revealed at a gala dinner at the Hilton, Manchester, on Thursday 21st March. To place your vote, visit – http://www.downtownmanchester.co.uk/comba/

Tangerine PR’s B2B team was named PR Agency of the Year at the national B2B Marketing Awards’ last night (Thursday 22 November).

In a fantastic night for the Manchester-based agency, the team also collected the Best PR campaign ‘runner up’ trophy for its work with national business law firm, DWF.

The B2B Marketing Awards ceremony, which was held at The Honourable Artillery Company in central London, is regarded as the premier business-to-business marketing event in the world, and this year was attended by over 700 guests from leading brands from across the globe.

Sam Gregory, MD, Tangerine B2B, commented: “Picking up the Agency of the Year prize is an incredible achievement, and especially just three years after our formation. The awards top off a brilliant year, with us picking up a number of high profile clients, and experiencing rapid growth and expansion within the team.”