JML

Case study

An innovative consumer goods brand and multi-channel retailer. They recently sold their 100 millionth UK retail product, make a sale once every two seconds, and have a product in seven out of every ten UK homes.

/ / The challenge:

For such a successful company, JML’s profile was not at the level that it deserved. We were tasked with raising awareness of the brand to a level commensurate to its 30 years of success.

/ The solution:

We worked closely with JML’s CEO, Ken Daly, to establish him as a regular commentator in the media and an expert in the retail sector. We achieved this through winning Ken prestigious speaking engagements in the retail sector, as well as securing him regular coverage in the UK print and digital press as an expert industry commentator on issues ranging from brand relevance to the effect of Brexit on UK high street footfall. We also boosted the profiles of JML’s board level staff, positioning them as fellow thought leaders in the retail industry.

/ / The result:

Ken is now regularly approached to comment on a number of topics relating to UK trade, the economy, retail and consumer issues. JML’s social media presence has also grown significantly as a result of regular engagement with key sector stakeholders and the regular stream of content being produced to reflect Ken’s growing portfolio of media appearances.

/ Key victories:

  • A 30min keynote address at Retail Week Live: the UK’s foremost retail trade conference
  • Chaired The Retail Bulletin’s Omnichannel Summit in London
  • Appearance on BBC World Service’s Inside Track slot
  • Regular commentator in the retail press, including Retail Week and the Retail Gazette
  • Designed and built personal website with regularly updated blog
  • Designed and created a personal website and blog for Ken

/ Ken says:

We felt that Right Angles had the connections and the expertise to secure JML the exposure it needed, whilst positioning me as the company's spokesperson and someone with a view on all things retail that journalists wanted to consult. Right Angles have helped us to place articles in numerous publications and secured high-profile media opportunities which have significantly enhanced our profile. Thanks to Paul and his team, we are now regularly asked for comment on the UK retail sector as well as business issues in general.

/ Online links: