The agency has experienced strong growth in recent years, partially due to growing consumer PR requirements from within its existing B2B customer base which paved the way for dedicated consumer division
The launch of DUO Marketing + Communications’ consumer tech division was a natural evolution born from organic growth within its diverse customer base reacting to market demands, says DUO’s CEO Judith Middleton.
“The consumer division, and the consumer expertise and experience within it, was built organically over the past few years,” explains Middleton. “Existing customers such as Mukuru, Frogfoot and Vox have had consumer PR requirements for a number of years now, and so we adapted and built effective, integrated PR and lead generation campaigns in response to their needs.”
Middleton says that the new division is in many ways a case of business as usual. “We have tried and tested our expertise on existing clients and the demand within their businesses.” She explains that DUO has been leveraging existing expertise in PR and digital marketing to cater effectively for consumer-facing campaigns for existing B2B clients. “With the consumer division headed up by Shey Nel who joined DUO from Accenture Song, we have accelerated this to cater to consumer-facing brands, applying proven, successful strategies and practices to a new audience, which increases our commercial foothold.”
Expanding to offer full-service PR and digital marketing for consumer tech brands has enabled DUO to solidify its market resilience. “By expanding into the consumer technology market formally, we are diversifying our client portfolio which reduces dependency on any single sector,” says Middleton.
Perhaps one of the more exciting possibilities created by the consumer tech division is the potential for brand synergy and cross-promotional opportunities. “Our teams are already spotting potential synergies with our existing B2B operations, which allows for cross-promotional opportunities and integrated marketing campaigns,” says Middleton. “In an age where consumers are flooded with content and information, this is an exciting differentiator and proposition for our clients.”
DUO has been on a growth trajectory for many years as evidenced by the business’s head count, which while deliberately measured, contains heavyweight PR and digital marketing firepower. Referring to her teams, Middleton says there is great excitement among employees who have thrived in producing highly creative and innovative campaigns for B2B clients with consumer needs.
“Over the past few years, the sheer amount of creativity and innovation that comes with consumer marketing has invigorated DUO’s team and offerings. It’s also made it possible to attract top talent looking to work on diverse and rewarding projects,” says Middleton, adding that DUO’s PR and digital teams have access to the Plexus Global training academy, which sees skills transfer between 20 agencies across the world.
“Ultimately, the consumer division is an extension of our successful approach to concept, content and implementation. As an agency, we have developed a comprehensive digital handbook for PR professionals wanting to embrace digital, and so as we scale up the consumer tech division the business will continue to onboard PR professionals.”
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