October 15, 2020

We've changed. Check us out

By

Adrian Ma

We've been busy transforming ourselves. Who we work with, what we do, where we work and how we do it all have changed.

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The last 12 months have been one of wide-scale transformation at Fanclub. The way we serve our clients has changed. Our client portfolio has grown. Our board has grown. Our executive team has grown. What it means to work here has changed. Where we work has changed. The one thing that hasn't changed is why we’re here - to make PR more valuable.

Why have we made these changes? Even before COVID-19, the world was changing. Our work was becoming more than just about ‘getting coverage’. Increasingly we were focussed on communications to create strategic outcomes. Whether that be to change perceptions in the market, build employer brands or creating a meaningful impact on a sales funnel.

Our toolkit has broadened, too. Whereas media relations was the ‘go to’ tool for PR, increasingly our work is rooted in creative content, born out of data-driven comms strategy that’s executed across multiple channels - often with ‘earned’ channels merged with ‘owned’ and boosted with ‘paid’.

As a result of this, we’ve had to bring in new skillsets, so we’ve invested in people and training to provide our clients with world-class strategic consulting, award-winning creativity and copywriting, meaningful measurement, and an MBA-level understanding of marketing and its relationship to commercial performance.

And that’s not all, we’ve been busy building a network of partners across specialist advisory, geographies and channel specialists to help fill any gaps we don’t have in the team.

The result? A club. Centered around converting customers from fans to those who impact the bottom line. Our members are a collective of agency and in-house like-minded marketers with a focus on strategic, integrated communications across both consumer and business-to-business clients.

If you’ve noticed that we have a refreshed brand, website and logo, that’s because the old brand didn’t reflect who we are today, and what we’re building for tomorrow.

Welcome to the club.


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