Propaganda Brand Consultancy has delivered a seven-figure integrated campaign for styling tools brand, Cloud Nine, including their biggest ever TV partnership with Channel 4. Alongside 30-second and 10-second TV spots that air during flagship programs like The Great British Bake Off, Gogglebox and The Inheritance, this campaign also features co-branded content for Channel 4 and Cloud Nine’s social channels.  

This campaign sees Cloud Nine go above the line for the first time since Propaganda delivered an extensive rebrand for them earlier this year. It brings to life Cloud Nine’s mission and reflects a product range which is kinder to hair and promotes strong, healthy hair.  

The ‘Beyond Words’ commercial captures eight women as they style their hair, showing their genuine looks of wonder, shock and amazement at how they feel and what they can achieve, thanks to Cloud Nine’s variable temperature control and innovative vibrating Revive Mode® feature. It recognises Cloud Nine’s styling tools as a solution for the vast audience of women with diverse hair needs – from thick and unruly to hair thinning, from menopausal to post-partum, and from type 1 through to type 4. 

Created in collaboration with Tungsten Media, ‘Beyond Words’ was directed by Amy Becker-Burnett. A 30-second ad ran during the end of September, while an additional 10-second version will run through October. Tactical media buying was undertaken by Vega Communications who secured broadcast and video-on-demand placement across Channel 4’s owned and part-owned channels. Spanning Channel 4 and E4 to HGTV, U&Gold and U&Alibi, the campaign will target women aged 35-54. 

Reinforcing Cloud Nine’s brand purpose, the media buy also includes a series of 60-second films for social titled ‘GRWM: Roots & Resilience’. Created by 4Studios in partnership with Cloud Nine, these ‘Get Ready With Me’ films follow the real hair routines of different women at different life stages, from menopause to postpartum hair loss. These co-branded films will feature on Channel 4 and Cloud Nine social channels. 

Propaganda initially played a pivotal role in creating Cloud Nine back in 2009, and last August the haircare brand reappointed Propaganda as their marketing and creative agency. Earlier this year, driven by an extensive and detailed Brand Discovery™, the consultancy delivered a transformative rebrand for Cloud Nine. The rebrand reimagines a dated styling tools category that has rigidly stuck to a high-glam aesthetic of extensive heat styling, youthful perfection and nightclub-inspired trends. Rather, Cloud Nine’s new proposition highlights “Strength + Kindness” – offering gentle styling for an evolving beauty customer who increasingly prioritises health, effortlessness and inclusivity. Julian Kynaston, Founder and CEO of Propaganda Brand Consultancy, has also taken on the role of Brand Director for Cloud Nine. 

Laura Kynaston, Managing Director at Propaganda said, “As we arrive at the peak buying season for hair tools, we wanted to create a campaign that brought to life the real experience of consumers who use Cloud Nine – a WOW moment. It was a reaction we saw over and over again during Discovery and ‘Beyond Words’ now shares that message to a wider audience. We’re delighted to have worked alongside Vega Communications. Their strategic media buying has ensured that this creative will be seen by as wide an audience as possible.” 

Stephanie Mason, Managing Director of Cloud Nine said, “This partnership with Channel 4 is an exciting moment for us, giving consumers real choice with a brand that puts hair health first. It’s a great opportunity to reintroduce Cloud Nine to the nation, and we’re really pleased with the campaign we’ve developed alongside Propaganda.” 

Propaganda Brand Consultancy has delivered a bold strategic rebrand for Delivita, the premium hand-crafted outdoor pizza oven specialist, reigniting the brand’s mission to bring people together through the simple joy of outdoor cooking.

Delivita’s new brand positioning and identity – developed through Propaganda’s research-led Brand Discovery™ process – captures an increasing desire in consumers to unplug from technology and return to simpler pleasures, alongside a huge growth in demand for outdoor leisure and outdoor food post-pandemic.

In an outdoor cooking sector increasingly cluttered by high-tech complexity, Delivita stands apart with a fresh proposition rooted in authenticity, community, and timeless craft. With over 12 million UK homes considering a pizza oven but only 8% owning one*, Delivita’s new positioning empowers the brand to seize this huge untapped potential and appetite for simplicity that competitors are overlooking.

Propaganda’s rebrand for Delivita delivers a bold new visual identity, tone of voice, website, and even stylish brand merchandise, speaking directly to a community of “outsiders” – people who crave good food, great company, and being in nature. Rooted in community and connection, Delivita’s new direction champions a lifestyle that’s simple, joyful and satisfying.

Commenting on the rebrand, Alex Shannon, Managing Director at Delivita said, “Right from the beginning, Propaganda has completely exceeded our expectations, and we are delighted with the insight and the creative they’ve delivered. Propaganda has helped us unlock what Delivita really stands for: reconnecting with people, nature and good food. This isn’t just a new look for us, it’s Delivita stepping into our real purpose and embracing what really matters.”

Tom Fowler, Consulting Director at Propaganda said, “This rebrand is about stripping everything back to what makes Delivita great – connection, simplicity, and joyful moments with the people you love. The outdoor cooking space is ripe for disruption, and with this new positioning, Delivita is perfectly placed to lead a simpler approach to outdoor cooking.”

Propaganda Brand Consultancy has delivered a strategic rebrand and repositioning for international styling tools manufacturer Cloud Nine. Positioning the brand for domestic and international growth, Cloud Nine’s new proposition and brand transformation is designed to reinvigorate the dated hair straightener sector and position them as a true alternative to the current market leader.

Propaganda initially played a pivotal role in creating Cloud Nine ack in 2009, and last August the haircare brand reappointed Propaganda as their lead marketing and creative agency. Since then, driven by an extensive and detailed Brand Discovery™, the consultancy has gathered in-depth insight from current and prospective customers, retailers, salons and Cloud Nine’s global team to help shape a new positioning for the brand.

In a changing beauty category in which consumers are increasingly prioritising health, effortlessness and inclusivity, leading styling tools brands have rigidly stuck to a high-glam aesthetic of extensive heat styling, youthful perfection and nightclub-inspired trends.

With Brand Discovery™ revealing that more and more consumers are limiting heat styling to maintain hair health, Propaganda saw the opportunity to position Cloud Nine to fulfil this need via its unrivalled products. It’s 11-setting temperature control allows users to choose the correct heat for their unique hair, alongside its proprietary pressure-reducing Revive Mode® delivers harmonic vibrations at 8,000x per minute to minimise direct heat, while the tools have Sericite® plates for added care.

With the new proposition: “Strength + Kindness”, Cloud Nine is a gentler, effortless, everyday companion for consumers who want to enhance their personal style, rather than a high heat, one-size-fits-all tool for unattainable perfection. Promoting real looks for real women of all ages, Cloud Nine helps consumers embrace the unique, natural beauty of their hair by maintaining its health

As part of the relaunch campaign, Propaganda has rebranded Cloud Nine with a new visual identity, a refreshed consumer website, an updated social media strategy, retail POS updates and targeted activity with a leading professional trade publication. The relaunch also celebrates Susan Powls, Honorary Chair of Cloud Nine, who played a pioneering role in the growth of the ceramic styling industry. Susan famously coined the phrase “good hair day,” which went on to inspire the name of the iconic brand ghd. As one of the original founders of Cloud Nine, launched in 2009, Susan helped establish the brand’s legacy of innovation and ambition to push the boundaries of hair technology.

Laura Kynaston, Managing Director at Propaganda said, “Having been there at the start of Cloud Nine, it’s really exciting to be back helping to launch a new era for the brand. Cloud Nine is in a very special position with their size, brand awareness and unique technology, but to truly embrace their role in the market we needed to really clearly communicate their proposition to consumers. With this new brand, Cloud Nine is stepping up to meet beauty consumers where they are and is poised to completely shake up the sector.”

Martin Rae, founder of Cloud Nine said, “Cloud Nine has always had the product to rival the category leader and now we have the brand to match. ‘Strength + Kindness’ gives consumers a real choice, with a brand that puts hair health first. We couldn’t be more pleased with Propaganda, from the deep insight they’ve given us to the creative and strategic rigour they have delivered. We look forward to continuing to work closely with the fantastic Propaganda team.”

Propaganda Brand Consultancy has delivered a strategic rebrand and repositioning for Vitawell – a leading vitamins and supplements (VMS) brand. Designed to simplify the wellness journey and energise the category, this brand transformation positions Vitawell for significant future growth while cutting through a market often criticised for complexity and confusion.

Launched eight years ago by Principle Healthcare – a company with over 20 years’ experience as a trusted private label manufacturer for national retailers – Vitawell has quickly grown into a household name on UK high streets. However, in a category often dominated by vague claims and difficult-to-navigate ranges, the brand needed a refreshed identity and a clear proposition to stand apart.

Through its proprietary Brand Discovery™ process, Propaganda identified a key insight driving consumer frustration: the wellness space has become overcomplicated and difficult to navigate, with customers unsure about what they need, how it works, or why it matters. This creates a significant opportunity for a brand that brings clarity, trust and convenience to the everyday wellness shopper.

In response, Propaganda developed Vitawell’s new brand proposition: “Illuminating Wellness.” This idea sits at the core of the rebrand and is expressed across the company’s new identity – from the tagline “Live Life Vitawell” to bold blue packaging inspired by the products’ apothecary heritage, and a playful, energising visual language. With clear communication of active ingredients and product benefits, the new Vitawell identity empowers consumers to make informed, confident choices about their health and wellbeing.

Alongside redesigned product packaging, Propaganda’s rebrand for Vitawell includes a new CVI (corporate visual identity), brand film, and social media content across multiple channels. Led by their in-depth consumer research, Propaganda also delivered a direct-to-consumer e-commerce launch for Vitawell.

John Sutcliffe, Group Managing Director at Principle Healthcare, said: “Right from the off, Propaganda blew us away with their expertise and in-depth research. Their insight perfectly captured our position in the industry and the opportunity we have to shake up the category. There’s so much noise in the sector, and customers often feel overwhelmed and confused. Providing clarity, simplicity, convenience and affordability, this relaunch positions us to take on the wide variety of brands on the market and fulfil the needs of consumers.”

Craig Harrold, Managing Director at Propaganda said: “Our research showed us that Vitawell had the opportunity to bring clarity and convenience to the VMS industry. With this new proposition, Vitawell is empowering consumers to take control of their wellbeing, with a brand they can trust to be clear, credible and accessible. This is more than just a rebrand – it’s a strategic repositioning that will fuel Vitawell’s growth in the years ahead.”

Propaganda Brand Consultancy has been appointed to deliver a transformative new proposition and brand strategy for ASCO Group, a global leader in logistics and materials management services for the energy, renewables and industrials sectors.

Having completed their award-winning Brand Discovery^TM consultative process, involving 100 days’ interrogation of ASCO’s market and opportunities, Propaganda delivered a brand and creative strategy for the business. Now ASCO has commissioned and contracted Propaganda to implement this plan and bring the strategy to market. This strategy will position the Group for growth, working internally and externally to cement consistent delivery, awareness and understanding of the ASCO offer, and what sets it apart.

ASCO directly sought out the expertise of Propaganda, having been introduced by their private equity investor Endless LLP. With Propaganda having previously delivered successful strategies to help articulate and amplify the value of other Endless portfolio organisations, this commission continues to cement Propaganda’s growing profile in the advisory space.

Founded In Aberdeen over 50 years ago, ASCO was the original outsourced service provider to the UK energy industry. Today the Group helps optimise project delivery, logistics and management of industrial programmes on a global scale. ASCO has engaged Propaganda to position the Group to leverage the full scope of its global capabilities and reach, to accelerate growth across new and existing markets.

Fraser Stewart, CCO at ASCO said, “We came to Propaganda with high expectations, and they have exceeded every single one – with a commercially grounded, strategically astute, and creatively inspiring output. We need the world to know and understand the value we can deliver to large-scale, complex programmes – unlocking real value for the stakeholders and the communities they serve. This will involve taking our hard-earned reputation within our heritage markets into new industries and geographies. 

“There’s no doubt that this is a big brief, but having seen their insight and expertise up close, we couldn’t be more delighted to be working with Propaganda. We can’t wait to take this transformative strategy to market with the Propaganda team.”

Andrew Ross, Partner at Endless said, “We’ve been really impressed by how Propaganda has helped enhance the value and impact that our portfolio businesses are able to deliver in their respective fields. It was a no-brainer to introduce them to ASCO’s management team so they could experience it for themselves!”

Craig Harrold, Managing Director at Propaganda said, “The work we have delivered in the advisory space over the years speaks for itself. We are excited for another opportunity to drive real results for an ambitious global player, and for the dynamic private equity investor that backs them.”

Propaganda Brand Consultancy has delivered a brand repositioning for Ventrolla – the UK market leader in heritage restoration and renovation of timber sash windows. Positioning Ventrolla for its next phase of growth, this rebrand brings focus and momentum to achieve its ambitious targets; also reinforcing the business’ expertise in balancing modern functionality and performance with the historic integrity of heritage properties

For over 40 years, Ventrolla has been restoring and renovating sash windows with precision and craftsmanship, working on properties ranging from quaint cottages to royal residences. A family-run business, Ventrolla has built a reputation for excellence, having restored over one million windows to date. 

Through their comprehensive Brand Discovery™ consultative process, Propaganda identified the key challenges facing the window restoration market. Residential and commercial heritage property owners often view window restoration as a necessary but grudging investment, rather than a way to enhance the value and preserve the character of their unique buildings. Additionally, customers need to balance modern day requirements such as energy efficiency with historical integrity, alongside conservation and planning regulations.

Positioning Ventrolla to fill these needs, Propaganda developed a new brand proposition: ‘Precision Heritage’. Highlighting the frictionless, premium renovation service that Ventrolla offers, this proposition encapsulates the company’s meticulous attention to detail and technical innovation alongside its deep respect for, and experience with, historical architecture. This positioning emphasises the company’s expertise including conservation planning, the handcrafted care Ventrolla provides, and its ability to deliver bespoke solutions for even the most complex listed properties.

The rebrand includes a comprehensive suite of marketing materials, including a refreshed website, brand film, customer communications, exhibitions, PR and a regional marketing kit aligned to a brand strategy to drive growth in both the residential and commercial sectors.

Mark Flanagan, Managing Director at Ventrolla said: “We have been blown away by the deep insight that Propaganda delivered as well as the stunning creative work that so effectively reflects the impact of what we do. Our new proposition. ‘Precision Heritage’ really drills down to the heart of our offer. It’s more than a tagline – it’s a culture which we continue to improve upon and deliver every day.

“We love the look and feel of our new identity and positioning, and we are extremely excited to take our team and customers on this journey of growth and further development. Thanks to Propaganda our message couldn’t be clearer: we aren’t just a market leader on paper, we have the knowledge and experience to back it up.”

Richard McMurrough, Director at Propaganda said: “Ventrolla’s craftsmanship and expertise are second to none, but they needed a brand strategy that effectively communicated this to their residential and commercial customers. Our repositioning for them does exactly this: setting them apart and emphasising the quality of their work. We’re excited to see this new positioning drive Ventrolla’s growth in the years to come.”

Julian Kynaston, Founder of the award-winning Propaganda Brand Consultancy, has released his debut book, telling his story from his misspent youth as a Leeds football casual to the decades he’s spent leading Propaganda, the North’s preeminent brand consultancy firm.

Having been at the helm of Propaganda for over 30 years, Julian has spearheaded the creation and/or transformation of some of the UK’s biggest brands such as ghd, Clipper Logistics (now GXO), Illasmasqua beauty and CLOUD NINE. In Brand Warfare Julian shares not only his unique journey, but how Propaganda evolved from a fledgling branding agency, to the first Planning-led agency outside of London, to the boundary-pushing brand consultancy it is today.

Blending sharp business insight with a raw and compelling personal journey, Julian explores how the lessons of his youth in the designer-label-obsessed, high-stakes world of 1980s football casuals shaped his approach to brand strategy and success. In this book, Julian shares the stories behind some of the UK’s most recognisable consumer brands from ghd to CLOUD NINE to Illamasqua. He also takes us behind the scenes of B2B game-changers like Clipper who pioneered a new vision of logistics for the likes of John Lewis and Arcadia Group, and GenM whose innovative menopause-friendly MTick is transforming menopause retail for national chains like Boots, Morrisons and Tesco.

Crucially, Brand Warfare explores how your experiences in life (whatever they are) prime you for the world of business. For Julian, his youth in the violent world of football casuals taught him the value of brand (his description of owning his first ever Armani sweater borders on a religious experience!), the importance of perception (being seen as tough was a matter of safety as much as pride) and the power of standing your ground.

Part memoir, part brand strategy manifesto, Brand Warfare is a must-read for entrepreneurs, marketers, and anyone who wants to understand the power of brand and perception in today’s world.

Brand Warfare: From the Terraces to the Boardroom is available from all good bookshops and on Amazon at: https://www.amazon.co.uk/Brand-Warfare-boardroom-Julian-Kynaston/dp/1781339058 

Raising the heat this Valentines’ Day, Propaganda Brand Consultancy has delivered a provocative campaign for CLOUD NINE hair tools. With Shibari-inspired visuals more reminiscent of 50 Shade of Grey than hair styling, the campaign draws attention to the award-winning brand’s proprietary heat technology. 

Shibari literally translates to “to tie” or “to bind” and these images call on customers to “dominate the heat” and “stay in control,” pointing towards CLOUD NINE’s temperature controlled tools and online temperature calculator that helps users find their perfect heat match. Delivering the concept, shoot and design, Propaganda worked with photographer Angus McDonald and Shibari expert Murat Ozkasim to create the campaign. 

This marks the first creative work that Propaganda has delivered for CLOUD NINE since being reappointed. Propaganda initially played a pivotal role in creating CLOUD NINE back in 2009 and has now returned as the brand’s lead marketing and creative agency. Propaganda was awarded this seven-figure account without a pitch, underscoring the strength of their relationship and expertise. 

Further solidifying the intertwined history of the two Yorkshire-based brands, Julian Kynaston (Propaganda’s Founder and CEO) was recently announced as CLOUD NINE’s Brand Director. Kynaston will take on this exciting role alongside his existing responsibilities at Propaganda and as Chair of GenM.

Sophie Honegger, Propaganda’s Senior Art Director said, “We definitely wanted to come back to CLOUD NINE with a bang, so we couldn’t be happier with how this turned out. Haircare is such a crowded space, so we needed something to make CLOUD NINE stand out, and to really bring attention to their unique features with a wink and a nod. We had a lot of fun creating this and we’re looking to many more exciting campaigns to come.”

Julian Kynaston, Founder and CEO of Propaganda Brand Consultancy, has been announced as the new Brand Director for CLOUD NINE, the award-winning hair styling tools company. Kynaston will take on this exciting role alongside his existing responsibilities at Propaganda and as Chair of GenM.

This move further solidifies the intertwined history of the two Yorkshire-based brands, with Propaganda initially playing a pivotal role in creating CLOUD NINE back in 2009, and the haircare brand recently reappointing Propaganda as their lead marketing and creative agency. This seven-figure account, previously held by IMA Home, was awarded to Propaganda without a pitch, underscoring the strength of their relationship and expertise.

Having now spent 15 years leading innovation in the hair styling industry, CLOUD NINE is embarking on ambitious growth plans targeting global retail and eCommerce. With Kynaston taking on the Brand Director role and Propaganda leveraging their 30 years of experience delivering strategic brand recommendations and impactful creative campaigns, CLOUD NINE is poised to once again shake up the hairstyling sector.

Kynaston and the Propaganda team have experience creating brands across hair and beauty. Kynaston previously acted as Marketing Director at ghd haircare, delivering the first positioning for the brand and launching them to overseas audiences. Kynaston also created beauty brand Illamasqua, revolutionising a previously homogenised global beauty industry and pioneering a new era of make-up advertising.

Julian Kynaston, Brand Director at CLOUD NINE and Founder and CEO at Propaganda, said: “After a 14 year absence I’m back to shape up the world of styling irons! I have been working closely with the CLOUD NINE team since they re-engaged with Propaganda last August. After many discussions with the shareholders and CEO, I’ll now be helping to deliver their ambitions as Brand Director. Given the shared history between Propaganda and CLOUD NINE, we have an inherent passion for the brand, and we also have a point to prove to the current market leaders. We’re looking forward to making a huge impact on styling tools and challenging the status quo once more.”

Martin Rae, owner and Founder of CLOUD NINE said: “We’re so proud of everything that we’ve achieved at CLOUD NINE over 15 years, but there’s always a desire to do more. We want to leave a legacy – and we want to really step into our role as the only challenger brand to the market leader. No one has made more of an impact in the world of styling iron branding than Julian Kynaston, so bringing him back on the team just felt like the most logical thing to do. We’re excited to continue working closely with Julian and the Propaganda team.”

Leeds-based Brand Consultancy Propaganda has been appointed by hair styling brand CLOUD NINE as their lead marketing and creative agency. The appointment marks a significant return to working with the brand that Propaganda initially helped to create in 2009. 

The seven-figure account, previously held by IMA Home, was awarded without a pitch. 

The Yorkshire-based hair styling business is celebrating its 15^th year and has ambitious targets for growth across its global retail and eCommerce estate.  Propaganda will now be working with the board to drive the strategic brand recommendations and creative campaigning. 

Danny Emmett, CLOUD NINE CEO said, “Celebrating our 15^th year in business is the perfect time to reflect on our success to date but also to accelerate our future growth ambitions. Propaganda were pivotal in the formation of the brand and since we re-engaged with them in August, we have been impressed with our recent campaign and the Brand Discovery^TM work they have undertaken. This appointment marks an exciting new chapter for CLOUD NINE.”

Propaganda’s Strategy and Planning Director, Tom Fowler said, “We are delighted to see CLOUD NINE return to the Propaganda fold. It feels like a homecoming, and we are excited to reunite with many of the talented team members at Cloud Nine. Propaganda played a vital role in creating the brand back in 2009, and we can’t wait to implement our strategic recommendations and make a huge impact on the hair sector again.

Appointed in March 2024, Propaganda has delivered a new brand positioning to support Nexus’ growth ambition as the leading B2B provider of vehicle and plant hire solutions. 

Propaganda’s renowned Brand Discovery^TM programme revealed that Nexus’ brand awareness vastly undersold their market-leading position. With many of the UK’s biggest blue chip companies relying on Nexus for their expertise and pioneering solutions, the company needed a brand positioning that articulated the size, scale, knowledge and impact that they are able to deliver.

This rebrand does exactly this, framing Nexus not as a service provider, but a responsive partner that offers practical, scalable solutions that adapt to the fluctuations of business. Through long exposure photography balanced with simple messages of control, the campaign creative articulates to clients and prospects that, with Nexus continuously at hand to meet their flexing needs, business need “never stop”.

Craig Harrold, Managing Director at Propaganda said, “Our aim was to empower Nexus to confidently embrace their role as a tech-driven, people-centric market leader as they accelerate toward their expansion goals. We’ve developed a brand that resonates with the real-world challenges their clients face. Nexus now stands out as the reliable partner businesses can turn to when navigating uncertainty.”

Scott Haddow, CEO of Nexus Rental said, “We’re thrilled with the strategy and creative that Propaganda has delivered. Their approach has not only refreshed our brand but captured the essence of what Nexus stands for – innovation, flexibility, and growth. This relaunch represents a significant milestone for Nexus as we continue to evolve to the changing needs of customers and suppliers alike.”

Propaganda’s rebrand targets Nexus’ existing and potential customers and suppliers, launching across a new website, brand film and brochure, and employee value proposition (EVP). Propaganda also created a brand ad campaign for Nexus that will run in key industry publications until the end of December. The new Nexus Rental website and campaign are live at NexusRental.com.