LUCY KEMP, CO-FOUNDER
Starting client side, Lucy discovered an ongoing fascination with PR whilst working closely with a PR agency on a project for the Chelsea Flower Show and decided on a career change. Moving into PR at the same time as the onset of the digital communications revolution ten years ago, made for an incredibly exciting introduction.
Lucy’s first PR role was at a London boutique fashion agency, before joining Shine, one of the UK’s largest independent consumer PR agencies in 2006. Whilst there, Lucy worked on several of the agencies major clients including Oxfam, Vodafone, eBay and Heinz; helping deliver consumer PR campaigns.
Moving to Birmingham, Lucy joined Seal, an independent award winning communications agency and within four years had moved from senior account manager to deputy MD; steering the agency toward a more integrated digital offering
Since co-founding Clarity in 2013, Lucy’s delivered several high profile social media campaigns and a sports sponsorship activation programme for Kingstone Press Cider.
Lucy’s work mates would describe her as creative, competitive and possessing a real talent for community engagement. Oh, and she does love a good spreadsheet…
Her proudest career moments to date include;
eBaynomics – eBay were keen to highlight the great value offered to consumers using their site and emphasise they were a credible alternative to cheaper high street stores.
By analysing 100 million+ eBay transaction between 2007–2008, we identified that many customers were buying and selling goods within a 10% margin, therefor offsetting the cost of buying new goods by selling unwanted items, known as ‘Shopping Neutral’.
The campaign message became clear and was then targeted at UK online shoppers to encourage spend on eBay. Through dedicated media relations and social media activity this generated huge volumes and varied coverage including Newsnight, Daily Telegraph, BBC Breakfast, OK! and Hello.
The PR strategy supported eBay’s plans to move away from an auction only niche selling/buying site, to a credible alternative for shoppers looking for a bargain.
Everyman ‘Protect Your Nuts’ – Tesco’s menswear range was a key supporter of the Everyman cancer research charity. To help raise vital funds, Tesco developed a range of boxer shorts, sold through stores, with a percentage of sales going to Everyman.
With zero additional budget, Lucy used her powers of persuasion to get two BBC Radio 1 presenters to pose in their pants FOR FREE. This generated wide spread coverage of the campaign across men’s press with stores reporting an increase in demand for the limited edition boxers.
Michelin – Lucy led the Michelin tyres account from 2009 – 2012, with a remit to target ABC1 male consumers and highlight Michelin as the brand of choice.
Initially, Michelin had no online presence bar a pan-European website. Through monitoring online conversations a strategy was developed to take a more digital approach to Michelin’s communications strategy.
Lucy drafted and implemented a social media strategy including blogger outreach, influencer outreach, consumer Twitter & Facebook engagement.
The results of the strategy ensured Michelin had built sizeable online communities and increased their share of voice against competitors.
JASON NAVON, CO-FOUNDER
Jason, co-founder of Clarity Comms has worked agency-side for 14 years and is a digital veteran, delivering his first web project way back in 1999.
In 2000 Jason joined leading creative agency Big to work in their fledgling digital agency, Fuse. Over the next seven years Jason worked with a diverse range of clients including Carlsberg, Golden Wonder, Grant Thornton, the Mailbox, Miele and WKD. Jason oversaw the delivery of projects that ranged from websites through to games, viral videos, email marketing and Google Adwords campaigns.
Jason then joined leading global agency group McCann, to help grow the digital offering for their Birmingham office working on brands such as Casio & Lloydspharmacy delivering online advertising, email marketing and websites.
In 2008 Jason made the decision to go it alone, and set up a specialist digital consultancy providing digital planning for both clients and agencies. It didn’t take long before Jason was working with companies such as Bosh Appliances, Lloydspharmacy and Neff.
During this period he also found himself working alongside co-founder Lucy on a number of projects. In 2013 Lucy and Jason set-up Clarity, with Jason providing planning & strategic support as well as running the agency’s Facebook and Twitter advertising campaigns.
Jason’s colleagues would describe him as an endless fountain of knowledge. Test him on any subject and he can probably chew your ear off for at least an hour.
Jason’s career highlights include:
WKD – Working on an award-winning site and campaigns such as Max Your Motor and National Kebab Week developing the client’s digital strategy and overseeing the implantation of all online activity.
Lloydspharmacy – Jason’s first social project – analysing the brands forays into Facebook and Twitter and developing their social media strategy.
Hobgoblin – Driving massive audience growth for the UK’s number 2 ale brand.
LOUISE MULLAN, SOCIAL MEDIA & ONLINE PR EXEC
Hailing from a small village in Northern Ireland which Louise describes as the middle of nowhere. Lou swapped the cold, wet fields of home for the beaches of the South Coast and the highly regarded PR degree at Bournemouth Uni.
Lou joined Clarity in 2015 after finishing her degree. Three years of study and one year’s work experience confirmed PR as Lou’s chosen career path. She has a natural flair for comms, social media and community management.
Lou looks after the day-to-day community management for our biggest client talking to consumers across their social channels. As a millennial Lou combines a natural talent for comms with a flair for all things digital. As well as working on various clients Lou manages Clarity’s social channels.