Our clients, John Grant

The client

John Grant is a brand strategy, communications and innovation consultant, and also the co-founder of the advertising agency St Luke's. He is the author of four books on new marketing.

The context

In November 2007 John wanted to launch his latest book, 'The Green Marketing Manifesto', which acts as a briefing for marketers, CSR professionals and senior managers on the changing landscape and opportunities of green marketing for brands. Through our existing contacts and experience in this area we were asked to create a unique launch event.

The programme and results

In devising the communications activity to support the book's launch, our objective was three-fold:

• To raise John's press profile and position him as a leading authority on green branding
• To raise awareness of the book by targeting a spread of publications across marketing, sustainability and new media
• To conceive a launch event that would create traction around the book amongst the communications industry

To achieve this, we assembled a select group of key opinion formers for the book's launch from across the creative, marketing, sustainability and press communities, and invited the Financial Times's marketing correspondent Carlos Grande to engage with John in a public conversation exploring its pivotal messages (as pictured above).

Feedback from the event was universally positive. In addition, we secured articles and opinion columns in titles from Media Guardian and Campaign magazine to Contagious magazine.