DWA Case Study

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CASE STUDY

a52 Earns Continuous Coverage in Target Market and Industry Trade Media, Extends Key Vendor and Client Relationships

Strategic Public Relations Campaign Keeps a52 Atop Industry Radar

a52, an award-winning LA-based visual effects boutique serving the international commercial, music video and premium-television industries.

Challenge
Design, develop and execute a cost-effective media relations campaign as the primary marketing channel for supporting most of a52's company objectives, including customer and vendor relations, employee recognition and talent acquisition.

Approach
Maintain close contact with executive team to ensure thorough understanding of prioritized objectives. Together with key players, identify high-priority projects and develop strategy for emphasizing most critical aspects (client interaction, staff contributions, technical aspects to maximize vendor relationships, etc.). Maintain proactive dialogue with journalists and editors at targeted media outlets via a steady stream of intelligent pitches, press releases, press kits and follow-up correspondence detailing company’s work. Track and pursue targeted editorial coverage and advise on specific advertising and marketing opportunities. The Internet and digital media distribution has been used to very effectively channel campaign communications efforts and to create electronic press kit knowledge-bases of media-related materials. All media and target-market relations efforts are tagged with a link leading to constantly updated press materials -- and a database of media and business partners is actively managed in support of key developments.

Results - Highights

Company’s brilliance focused through DWA campaign efforts continue earning a52 a solid, far-reaching reputation as one of Hollywood’s most talented and resourceful companies for visual effects design on high-profile music video, commercial and television projects.

a52 is firmly established as one of the most prestigious companies to work for among high-level visual effects and CGI artists -- and enjoys an extraordinary cross-promotional relationships with Autodesk, Maya and other key technology vendors.

Since campaign's inception in 2000, a52’s work has consistently been honored among the very best throughout its marketplace. Their work has earned top honors from Adweek, Advertising Age, 'Boards, Creative Review, Creativity, SHOOT and Shots... has received AICP Show recognition for the past ten consecutive years and top Automotive Advertising, BDA, British Design and Art Direction, Clio, Emmy, International Andy, London International Advertising and PROMAX Awards.

Company continues completing award-winning work for top ad agencies, record labels, directors and production companies.

About The Darnell Works Agency
The Darnell Works Agency supports some of the world's most innovative business ventures by providing intelligent business counsel, helping leaders build, showcase and leverage meaningful accomplishments, and combining proven strategic foresight with cross-media communications expertise to achieve specific aims and objectives. Since 1990, principal Roger Darnell has successfully served hundreds of leading executives and working members of the press, resulting in over a billion positive media impressions worldwide, and earning DWA's reputation as a leading agency for crafting and delivering brand communications campaigns that are effective -- and genuinely interesting.