Our role:
Flexibility is key to our success working with Epsilon, a data, technology and services provider to some of the world’s top brands and retailers, as we adapt PR activity and team resources to deliver campaigns across different regions.
Our goal is to associate Epsilon with innovation in digital marketing and advertising in three key areas: Data & Identity, Digital, and Retail Media. Creating engaging and thought-provoking articles and comment and developing unique research insights, we work across three key markets, the UK, France and the Middle East.
But a laser-sharp focus is also critical to success, with PR measured on share of voice across a list of top tier marketing, and digital advertising publications in these markets, including The Media Leader, The Drum, Performance Marketing World, New Digital Age, Marketing Beat, Media Leader FR, mindMedia, Communicate ME and Brand Berries.
We also respond to Epsilon news, insights and developments, working with the client to flex the campaign across retail and customer loyalty/experience media to deliver consistently high quality coverage and build relationships with the leading publications like The Grocer, Retail Week, Internet Retailing and CX Network.
Our strategy:
Working with Epsilon for over two years, we ensure our messaging and content remains relevant, timely and engaging.
Working smartly, we re-purpose PR content across the regions to localise them, while also taking inspiration from teams working in those markets to develop new ideas, including:
- Developing engaging content, covering topics like identity, retail media, loyalty, first-party data, generative AI, agentic search, hyper-personalisation, and more.
- Securing regular columns for Epsilon spokesperson, including CX Network in the UK and Brand Berries in the Middle East.
- Creating research campaigns that work across regions and that tap into topical issues like the challenges of personalising the customer experience, travel inspiration and changing expectations of consumers, and recently, AI in Marketing, a study of senior marketers in Europe, looking at trust and investment in AI.
- Arranging briefings with journalists and Epsilon subject matter experts so they become go-to industry commentators, while securing profiles like New Digital Age’s ‘My Digital Hero’ and ‘Digital Women’.
- Proactive pitching to comment on breaking industry news, such as IPA Bellwether reports on marketing budgets, third party cookie deprecation and HFSS regulations.
- Collaborating on customer success stories – John Lewis and Currys (UK) Cheerz (France) and Alshaya (Middle East).
- Supporting at events like Cannes, MadFest and VivaTech, and on awards including Retail Technology Innovation Hub, Performance Marketing World and others.
What success looks like:
Origin is an extension of the Epsilon Communications team, trusted by the client to support them and to adapt – often at short notice – to changing needs.
Key to our success is being able to build and adapt stories for core marketing, digital, advertising and retail media, while working closely with the client to create and test new ideas. The goal remains; to create compelling campaigns that build media connections and deliver quality results.
Our impact:
PR has generated close to 300 pieces of coverage to date. We continue to focus on the journalists that matter to encourage regular dialogue, whether for informal briefings, expertise on industry topics, or exclusive access to research and news.
These impressive results include:
- 67 opinion articles to date
- 132 pieces of news coverage
- 24 media interviews including the highly respected The Media Leader podcast
- Awards success including the Performance Marketing World (PMW) Powerlist 100
Client quote:
Origin Comms has become a genuine extension of our communications team. They quickly understood our business, our priorities and the different nuances across the UK, France and the Middle East, allowing them to deliver campaigns that are both locally relevant and strategically aligned. Their ability to adapt at pace, generate fresh ideas and consistently secure high-quality coverage has helped strengthen Epsilon’s position as an authority in data, retail media and digital advertising. They’re proactive, collaborative and a team we know we can rely on.”