3 September 2020: Sticky – formerly Sticky Content – has relaunched as a strategic marketing consultancy, offering an integrated service for brands in sectors facing major disruption.
The consultancy, which is part of PA Media Group – the parent company of the national news agency for the UK and Ireland – aims to provide clients with a data-driven approach to audience engagement.
Sticky’s new strategy-led proposition responds to evolving trends and audience behaviours in four key sectors in which it specialises: financial services, travel & transport, healthcare & wellbeing and food & drink. Focussing on audiences’ responses to the technological, economic and regulatory changes facing these industries, Sticky’s offering will serve the needs of disruptive new entrants as well as established brands.
Sticky currently works with household brands, including Lloyds Banking Group, Jaguar Land Rover and Nestle to engage audiences across all platforms with a suite of digital, social and creative content. Originally been set up as a copy writing agency 1997, the business has built a reputation for creative visual work in recent years, with award-winning campaigns for Jaguar Land Rover and others.
Sticky has restructured its team to reflect each of the core sectors it represents, with dedicated strategists, analysts, researchers and creatives in each vertical hub. In July, Christian Harris, formerly Head of Digital Entertainment at Three UK, was appointed Managing Director with a remit to continue developing Sticky’s position as a strategic as well as creative partner to clients.
Christian Harris, Managing Director of Sticky, said:
“Sticky’s evolution over time, from copy, through visual and now strategy & data, reflects the changing needs of brands seeking a wider range of services from a smaller number of agency partners.
“By focusing on strategy first and seeing this through to creative execution, we aim to add real value to the service we offer our clients. Sticky’s evolution into a strategic marketing consultancy consolidates decades of expertise in the four key sectors we represent and allows us to make a real virtue of the capabilities and knowledge which have always informed our award-winning work.”
Audience immersion – Best Western Hotels and Resorts
Central to Sticky’s new proposition is the establishment of audience groups for each key vertical to provide data-driven insights into audience behaviour. Already in use across the consultancy, this audience insight has underpinned projects such as the development of new tone of voice guidelines for franchise-holders of Best Western Hotels and Resorts across Great Britain. Sticky also produced a range of creative assets, including customer emails, website copy, social media posts and video, to attract customers and highlight the group’s unique business proposition.
Jim Muir, Head of Marketing at Best Western Hotels and Resorts, said: “Sticky has supported us strategically in various areas of the business since our relationship began in 2016 – from the development and roll-out of a unique brand tone of voice, to creative consultancy and insight-driven campaign propositions, helping audiences engage with our seasonal and offer-led promotions.
“We’re excited about the next stage in Sticky’s story, particularly the insights that will be gauged from the new Travel & Transport audience group, from which we hope to gather priceless, future market vision.”