Cow & Gate, Baby Squad The uncomfortable truth is that Baby Squad was probably a few months (if not years) ahead of its time - breaking genuinely new ground in the Wild West Frontierland of Advertiser Funded Programming. It was a nightmare to bring to life (not least because of the regulatory framework) but Baby Squad spoke directly to the need for Content - Content that is newsworthy in itself (therefore driving editorial copy) and Content that addresses the core of the brand proposition. So, rather than just 'talking about' baby foods and follow-on milks, we set about creating a 10 series show with a celebrity face. Although it only aired on UKTV (by all accounts, a relatively minor channel), the results were suitably impressive. First, there was the near £3 million of coverage (ratecard value; source Metrica) generated in surrounding publicity. Then, and more impressively perhaps, there was the Call to Action - an average monthly rate of 20,000 calls to the Cow & Gate Careline jumped to 76,000 when Baby Squad was on air. Cow & Gate is a Real Life brand with Real Life stories to tell. Its media heartland lies with the Women's Weeklies and the celebrity titles. Baby Squad gave us not only content - but a content vehicle in which to penetrate key media areas, in line with a fully integrated strategy and approach. Sony PSP, ICA The 2005 launch of the PlayStation® Portable - Sony Computer Entertainment's first foray into the world of handheld entertainment devices - allowed us to take the experience 'mobile' and as such was not confined by space or geography. Our brand vision was to achieve iconic design and style association for the PSP; bringing new audiences to the product by highlighting the mobility, beauty, desire and freedom of the device. This required not only a comprehensive conventional product PR launch campaign but also a sophisticated word-of-mouth campaign, created by implicit and explicit endorsers from key influential cultural groups in the Music, Media, Design, Technology, Fashion, Education & Film sectors. The outcome was 11 collaborative projects, which led to 255 press articles, reaching 62% of the target market in the UK 5 times on average and a European SABRE Award for Best Consumer Technology PR Campaign. Sherry Institute of Spain JCPR has been leading the sherry revolution in Britain since 2003. Riding the Iberian Tiger and the resurgence of Tapas cool, JCPR has begun to return Sherry to its rightful place as one of the world's great wines. Case sales of sherry passed the 2 million mark for the first time in 20 years in 2005, while Tesco reported a 15% sales uplift and Threshers increased their sherry facings from 4 to 15. These facts, together with £8 million of coverage at AVE in three years, are just a few of the campaign's notable successes to date. The JCPR campaign for sherry also boasts a true world first - the world's first ever Ten Michelin Star Menu - ultimate Tapas, with each dish matched to a specific sherry style, created by a galaxy of stellar chefs, with ten Michelin stars between them. Gordon Ramsay, Heston Blumenthal, Marcus Wareing and several others are all firmly established as terrific Sherry ambassadors but, more importantly, they speak as real fans too. PokerStars PokerStars, the world's largest poker tournament website, originally hired JCPR to launch PokerStars.com in a highly competitive marketplace. There were several established competitors, as well as a number of new start-ups, all lobbying for the same limited media space. The PokerStars PR campaign capitalised on the 'poker moment' and the core strategic approach was back-to-basics - the players, events and tournaments were all used to inspire and educate the audience. The campaign generated a significant change in the media's understanding and perception of online poker as a game of skill. JCPR seized the opportunity to convert the media into poker players, allowing for a breadth of first-hand experience - both on and off-line. JCPR secured widespread media coverage across all sectors and developed celebrity players to strengthen the brand with a campaign that reached 397 million. PokerStars dealt its five billionth hand in May 2006. "JCPR has been instrumental in launching the PokerStars brand in the UK, securing the right kind of coverage, on brief. The JCPR team understands our brand and has internalised its values; their dedication and hard work is extraordinary." said Tamar Yaniv, Director of Marketing, EMEA PokerStars.