Propaganda’s consultative approach revolves around standing shoulder to shoulder with our clients. We don’t use that turn of phrase lightly; we position ourselves right there beside them, moving heaven and earth to support their business decisions, guided by our insight-led strategies. At times this involves having honest conversations with them in the boardroom, other times it means embedding ourselves in their day-to-day procedures. Perhaps most significantly, we are not averse to taking an entrepreneurial approach and establishing strategic partnerships when a client emerges with a proposition we believe in.
In the mid-2010s, we came across a start-up brand with a truly market-disrupting product: a laundry detergent that dissolved pet hair. It was an idea which spoke to a niche audience about a problem which was massive in their world: legions of pet owners who spent every day of the week purging their clothes of dog and cat hair. After some market-scoping, the name ‘Vamoosh’ was chosen.
Our belief in Vamoosh’s vision led us to become shareholders in the company, establishing a partnership through shared effort and, of course, shared risk. Using market insight, strategic positioning and punchy creative, we delivered the gravitas Vamoosh needed to disrupt the pet care sector, delivering on their excellent concept.
Since launch, Vamoosh has secured listings in Pets at Home, B&M, The Range, Lakeland and Dobbies Garden Centres, in addition to being available on Amazon. Additionally, it now looks set to break the £5m barrier at retail, a remarkable result considering the challenges brought by the COVID-19 pandemic. Over the last five years, the brand has continued its multi-channel ascension upwards, even receiving a notable mention from Mrs Hinch – one of the most popular social media influencers in the world. The product range now encompasses three products, including the most recently-launched Washing Machine Cleaner.
As a Brand Consultancy, we will continue to establish partnerships with people we trust and believe in, using strategy-led insight to drive commercial results. That was our approach when we started over twenty years ago, and that is our approach now. We are now reaping the benefits, with a portfolio of clients who are driven to take bold decisions that drive growth.