Straight talking public relations

We are ZPR

“Our results speak for themselves. No waffle,

no fluff, no bullsh.t. Our campaigns work.”

Zaria Pinchbeck, Founder ZPR

Our team

We’re proud of our reputation as a

leading consumer & retail PR

agency focusing on delivering

creative solutions that generate

sales. Our head office is based in

Soho, with regional teams based in

Yorkshire & The Midlands.

ZPR in numbers

52 Frith Street

150 years’ experience

across the team

3508 Retail outlets within

our PR remit

23 Team members

15 years strong

1.1 million

daily social reach

We’re particularly proud of …

Our 10 year anniversaries with

Superdrug and Lakeland

Our sixth Christmas with Waitrose

Leading & owning the forgotten 50s

fashion agenda for JD Williams

Halfords outsourcing its consumer PR &

PA function to us

Our expertise

Our clients

Breadth of our

Consumer Offer

Digital & content

generation

Celebrity

Campaigning & lobbying

Launches, events &

experiential

Leadership counsel

Social media community

management

Crisis & reputation

management

Shoots & creative direction

Press office

Brand & Strategy

“Insight driven storytelling that delivers multi platform CONTENT that works on the front pages, in social

communities, on TV & video and from the catwalk or the high street to your iPhone”

WHAT IS OUR CONSUMER PR OFFER?

Case studies

We closely support our clients to create a

better external environment where regulation,

dialogue, public acceptance and general

support are more accessible due to a positive

perception of the company, brand and

cause.

Ultimately, our aim is to create opportunities

for our clients to raise their public perception

above and beyond that of existing purely as a

retailer and build credibility and profile with high-level stakeholders.

Campaigning to empower consumers

ZPR brokered Lorraine Kelly’s first ever fashion

deal, securing Britain’s longest standing female

TV presenter as ambassador for JD Williams.

The partnership offered a voice to the 3 out of 5

women who feel ignored by the British media,

and started a media revolution in support of

the forgotten fifties.

Brokered Lorraine’s first fashion deal

728 Pieces of product coverage to Dec 15

4 Front cover hits per season in

National & Consumer media, including Prima, Woman & Home & S Mag

51% PR driven sales increase

1 Award for Best Celebrity Collaboration, Prima Fashion Awards October 2015

ZPR celebrated the ‘Granbod’ in 2015 and

promptly sparked a widespread debate for

JD Williams around the 50+ female bikini

body. Granbod divided critics, from Helen

Mirren to Janet Street Porter and generated

hits in The Times, Daily Mail Online & The Pool.

The ‘Granbod’ sparks a national debate

18 Pieces of coverage

including one cover story

#granbod Topic trended on Twitter & website traffic grew

22% via social referals

Product Swimwear sell out generated through PR

JD Williams set ZPR the task of reviving sales of

its swimwear brand Sea by Melissa Odabash.

We ensured the brand was firmly on the

fashion media’s radar with an exclusive press

pamper breakfast for top tier press including

Grazia, Daily Mail, Red and Good

Housekeeping. Further media 1 to 1s helped

secure widespread coverage and sales.

Reviving Sea by Melissa Odabash

90% Uplift in sales since PR activity

2 Broadcast hits on ITV This Morning resulting in highest uplift of traffic

10 top tier press attended the event

ZPR positioned JD Williams as an authority & expert in its

field, commissioning the UK’s 1st report into the mature

female fashion sector, unveiled at a round table debate

attended by MP’s, key influencers and 15 editors of titles

including Grazia, Woman & Home and You Magazine.

The conversation spread through strategically placed

coverage in The Times, Daily Mail, The Guardian & BBC.

Listening to the forgotten fifties

1round table debate 1report 15Key editors 1st report of its kind for Britain

ZPR led Fenwick of Bond Street’s media

strategy as the world’s most sought after

makeup artist, Charlotte Tilbury launched her

concept to a global audience on Bond Street.

Bond Girl comes to Bond Street

300%+ Uplift social media engagement on previous month

3 Lead stories Mail Online

RECORD beauty sales in Fenwick Beauty Hall

DPS Evening Standard

Brand Events challenged ZPR to land coverage for two of their consumer shows, The Handmade Fair and The Christmas Handmade Fair. The brief was to land national, consumer, broadcast and social buzz, achieving a minimum ROI of 3:1. We secured three front covers in Woman & Home, Metro and The Sunday People. Media

events, stunts, social engagement and news stories supported by ambassador Kirstie Allsopp saw us outperform with an ROI of 17:1.

Brand Events

2 EVENTS

123 PIECES OF COVERAGE

17:1 ROI

1042% INCREASE IN AVE ON PREVIOUS YEAR

3 FRONT COVERS

In an unprecedented move, ITV This Morning

made a trip to the Lakes to visit the home of

Lakeland for an eight minute feature on why

everyone loves the kitchen homeware

retailer. Filming in store to showcase

Lakeland’s top sellers and interviewing the

Customer Ambassador, the piece prompted

featured products to sell out in minutes.

Everyone Loves Lakeland…

8 Minute feature on ITV This Morning

AVE worth X 4 of annual fee

2,060,000 circulation

ZPR conceived the creative approach for

Halfords’ Christmas 2015 lookbook to give a

new approach. We also art directed and

styled the shoot to create a set of “wow”

images to put Halfords on the map for

Christmas 2015.

Shooting Cool creative for Halfords

35 to 1

ROI

AVE £422k

Halfords dominated 2015 Black Friday

coverage with strategically placed deals in

national media and on TV.

PR heroes appeared in the Halfords top 10

best sellers across Black Friday Weekend.

Boosting sales over Black Friday

150 Articles

£600k Coverage AVE

Best-ever BF sales

ZPR launched Halfords’ winter motoring

season with a bang by teaming up with

motoring star and model Jodie Kidd.

After launching on 22nd October, ZPR has

already secured 60 pieces of coverage on TV,

nationals, regionals and online.

Driving traffic with Jodie Kidd

60 articles

400% Increase in free winter checks bookings

8 to 1 ROI

ZPR helped Halfords shake up the electric

bike market with the launch of the Carrera

Crossfire E. Two targeted pieces of coverage

led to a best buy recommendation and sales

of over £100,000.

Helping Halfords get trend-E

2 Lead stories

£117,000 Of sales generated in one month

Sunday Times

Best buy

We closely supported the CEO and senior

team, working with in house and external

legal teams and multiple stakeholders, as BBC

Watchdog launched an investigation into

child seat safety at five retailers.

By working with the programme producer, we

successfully mitigated coverage for Halfords

and sales of child car seats ultimately

increased after the programme aired, with no

customer services complaints received.

Protecting reputation for Halfords

ZPR’s relationship with the Daily Mail secured The

Wool Room’s deluxe mattress topper as part of its

coveted sleep test.

Rated no 1, the article generates 3 month’s worth

of sales in 1 day for this niche retailer, with week

on week comparisons as below.

Supporting small sustainable businesses

75% Increase in website visitors

144% Increase in online transactions

174% Increase in revenue

38% Online conversion rate increase

We signed ex-Strictly dancer James Jordan to drive awareness of Coral’s odds through Twitter for the duration of the show. James was the perfect partner for the UK’s leading bookmaker, helping to increase

engagement with a mostly female audience. The campaign delivered a 49% increase in engagement over 12 weeks, a split of 78% female and 22% male followers and 14.4 million impressions.

Coral’s social partnership with James Jordan

1 Celebrity

49% Increase in engagement

14.4 Million impressions

16 x ROI

Take one beautiful Strictly dancer, a gorgeous

designer jockeys’ silks inspired dress and a touch of

Coral cheekiness and what do you have? National

widespread news coverage for Coral, five hits on the

world’s biggest newspaper website and the largest

social media share of all the bookies for Royal Ascot, with a total of 1,600 retweets for charity

Owning Ascot with Coral

No.1 For social media share during Ascot

5 Hits on Mail online, the world’s biggest newspaper website

542,000 Social reach on Twitter and Instagram

ZPR was briefed to provide creative and video for

the launch of B.’s new collection. How to videos,

beauty and product images were produced and

collaborations with top beauty bloggers ensured

the launch was a PR and commercial success.

B. Beauty launch

350K Instagram accounts reached

500 Click throughs to Superdrug.com from blogger activity

£184k PR AVE for B. 2014 Q4 NPD

The first Beauty Studio by Superdrug opened in

Cardiff last year. ZPR was challenged to take the

launch national, with activity including a store

preview for national writers, news stories, celebrity

PAs, digital asset creation and free media

partnerships.

Making the local, national

27 Pieces of national & online coverage

9x ROI 50 Total pieces of coverage

ZPR runs GOSH Copenhagen social media and

blogger engagement in the UK. The team covers

customer and media queries with seven day

week social cover and regular blogger

engagement events, focusing on sales driving

product placement with key UK social talent.

GOSH social

+440% YOY increase in Instragram fans

+125% YOY increase in Facebook Fans

+50% YOY increase in Twitter followers

72m Social media reach

To help Superdrug expand its supplier base ZPR

proposed a new initiative Open House which

opened the doors of the buying team to

prospective beauty companies. Successive

events are being planned to focus on specific

commercial growth areas.

Superdrug Open House

100s Brands engaged with Superdrug through the process

7 New brands landing on shelf from the Open House day

50 Brands attended the event

To support the customer team at Superdrug ZPR

produces a quarterly newspaper which goes to

all colleagues focusing on disseminating

customer feedback, league tables and

company news in an engaging way.

Customer Service Newspaper

800 Stores engaged

48 Pages of content every year

12,000 Colleagues reached in store, head office and at Distribution Centres

Tasked with encouraging customers to move from

brands to Superdrug Own Brand ZPR created the

Swap Shop campaign. Featuring a shopping

centre tour, on POS and through a PR and online

campaign the initiative took a customer’s

branded buys and offered Own Brand alternatives.

Superdrug Swap Shop

+2% Increase in participation over the course of the campaign

30 Shopping centres visited

150 Journalists took the Swap Shop challenge

ZPR was briefed to create compelling digital

content for B. to engage with customers, media

and bloggers. Seven how to videos were

produced with Cassie Lomas, B. Makeup

Ambassador in a cost effective way with Cassie

also hosting a B. social takeover to create a social

buzz and drive new followers.

B. Digital Content

68 New Instagram followers in one hour

28,000 Organic Impressions on social channels

7 How to videos produced in half a day

“Once again ZPR has done the most fabulous,

fabulous job on the Summer Party! Very many

thanks to you and the team for all the expertise,

energy and commitment that you bring with such

great effect to the event - we're very grateful to you.

Many thanks.” Christine Watts, Waitrose

Communications Director

Waitrose summer party

3 Live acts 43celebrities Recordcoverage (14 v 13) 600guests

ZPR smashed Christmas PR targets by 21% ( 2015 v 2014) in one of the toughest festive trading environments for British supermarkets. Leading with blanket coverage for Waitrose’s Annual Food & Drink report, multiple national

Christmas features, digital content on national online sites & ranking top in the Christmas gift guides compared to the

other UK supermarkets.

Leading the supermarket’s PR fight for Christmas 2015

21% More coverage than previous year

No1 For Christmas features

No1 For gift guides

47 Pieces of news coverage

Don’t take our word for it…

“ZPR is an integral part of our

marketing team. As well as looking

after the nuts and bolts of our day to

day reputation management, we can

rely on them to maximise our

marketing plan, create excitement on

our behalf with the media, and they

have played a key role in our brand

evolution journey.”

Matt Walburn, Marketing Director, Superdrug

“ZPR bring sparkle, energy and great

results to everything they do. We love

having them as part of our team. Their

combination of wise counsel,

creativity, expertise and positive

attitude is very special – and hugely

valuable.”

Christine Watts, Comms Director, Waitrose

“The combination of great media

relationships and insight in to

consumer lifestyle trends, with a

genuine passion for retailing, has

meant that ZPR has always had a

good understanding of the business

and given us great service at B&Q

and Kingfisher.”

Sir Ian Cheshire, Former CEO, Kingfisher Plc

“ZPR offers so much more than a

traditional PR agency. They are an

integral part of our marketing team,

and their support, creativity and

advice is invaluable.”

David Walker Smith, MD, Fenwick of Bond Street

“ZPR do a great job. Whether it’s a

straight forward business story or

something a bit more colourful, they’re

fast to respond & always on hand when I

need a quick answer. They completely

understand the ethos of their clients & are

able to speak on their behalf

professionally & with intelligence. ZPR

understands the needs of Retail Week &

pitch the right kind of stories for our

magazine.”

Nicola Harrison, Retail Week

“ZPR are one of the best consumer

agencies operating in retail today.

They know their clients and know what

journalists need. You cannot ask for

more.”

Steve Hawkes, The Sun

“Zaria and her team have good news

sense & are always willing to go the

extra mile to make a story work. They

always answer their phones and are

aware of the pressures of deadlines and

understand the stresses journalists face.

As a result they pick their moments

carefully to get in touch and will always

make sure they pitch the right story to

the right paper.”

Khushwant Sachdave, Showbiz Editor, Daily Mail

“I’ve worked with ZPR now for the past 5 years - during my time as ambassador for B&Q and more

recently on The Handmade Fair. Year on year I work with a variety of different PR companies that

come and go, so it’s always a comfort when I walk in to a room and see Zaria and the team. I can relax knowing it will be a worthwhile event, well run and above all I know it will be time well

spent for me. They know how hectic my diary gets, juggling a busy filming schedule, two sons,

two stepsons and two homes and they are

always brilliant at maximising the time I have for them.”

Kirstie Allsopp, TV Celebrity & Brand Ambassador

1. Value for Money 2. Honesty 3. Constant Communication 4. Confidentiality 5. Planning 6. Creativity 7. Boldness 8. Excellence 9. Focus 10. Evaluation

Our ten commitments

We are confident about these commitments. We take them so seriously that if you're not satisfied that we've fulfilled our commitments to you, you can have your money back. So far nobody's been disappointed.

Our guarantee

Thank you for reading

ZPR, 51-52 Frith Street, London W1D 4SH

0207 896 3404

info@z-pr.com

@ZPRSoho

www. z-pr.com