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2010 retrospective

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2010 a retrospective

When the going gets tough, the tough get going

2010 put into place why we are in business to produce superb work for our clients which is outstandingly effective – great work that works. Our success has been down to our focus on ROI, driven by our ‘3D approach’ – offering ‘deep integration’ at a strategic level – to leverage creative, planning, digital and executional assets in a way which focuses on a deeper understanding of the customer and how we communicate with them, not just a ‘mailing pack, website or nice bit of creative’.


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This focus and approach to work has allowed us to push harder than ever to create solutions that people want to spend time with and ultimately respond to. It has helped us maintain many long client relationships: Aviva (19 years), Engage Mutual (10 years), MPS (5 years), New Image TV (7 years), Provident (7 years), TD Waterhouse (7 years), and the list goes on. It’s how we stay fresh and relevant and how we continue to distinguish ourselves from the competition, even during some of the most challenging times of 2010.

We seek to raise our client engagement beyond just producing creative solutions, to the level of diagnosing and solving business problems

We continued to expand our client roster with impressive new business wins. Appointed Lead CRM Agency for Travis Perkins Group, which includes the brands TP, City Plumbing, Benchmarx, CCF, Wickes, Tile Giant and Keyline, and winning with TP the Construction Marketing Awards, Best use of Direct Marketing in our first year. Other significant wins included Epilepsy Action, Simply Finance, GRP Group, NFU Mutual and Rawlins. Our account management structure has been changed significantly with the promotion of Jo Quaife and Vikki Burbridge to the position of Account Director, to lead our client development and increase the value we add. To further strengthen our account management we welcomed back Vicki Nahajec and Jackie Toth from maternity leave and new starter Hannah Wallington as Online Account Executive. At the end of 2010 we put digital and interactivity at the heart of our agency. Appointing Simon Wilson as our first Head of Digital, joining PCD from Fuse8, brings to our clients the latest trends in digital marketing and best practice. His appointment underlines our ambitions to develop PCD into one of the leading digital and direct agencies in the north.

Here’s to an exciting 2011 – bring it on!


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2010 a retrospective

Aviva Aviva’s rebrand seems a very long time ago now – with awareness and understanding of the new brand proving successful. PCD helped the newly formed Aviva Life hub with a range of customer and IFA facing communications. We were also involved with some very high profile Bids & Tenders support – as well as senior level presentation support. Other projects included working on Aviva’s link with the Railway childrens charity, particularly on the Street to Schools campaigns.


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Aviva Investors Another very busy year with Aviva investors with even more Structured Funds launched throughout 2010, following the success of the first product we helped launch in 2009. A particular challenge is the complexity and significant compliance input! Other projects PCD have been involved with include the regular Perspective customer magazine and the Protected Equity Bond launch to Cumberland Building Society, including collateral, application forms and branch training material.


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2010 a retrospective

Benenden Healthcare

A big year for Benenden with them moving their Health Cash Plan supply to our client Engage Mutual (I wonder who made the introduction there!!) PCD helped ensure this transition went smoothly producing communication materials for existing members as well as a range of compliance approved collateral for the new product which properly compliments Benenden’s traditional healthcare offering. PCD also helped with a range of smaller projects from online forms to advertising.


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Congregational Our relationship with Congregational & General grew stronger this year as their business changes. Having designed and built the Congregational Corporate site the previous year, PCD have built on this, continuing to develop the site with a range of innovative additions and microsites. In what has been a busy year, PCD have produced a number of mailing packs and emails as well as exhibition stands and support material. We’ve also been involved with the naming and launch of some new specialist insurance products.


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2010 a retrospective

CPP We’ve been engaged in a number of very high profile tenders this year – involving design and graphics support – unfortunately as they are confidential, if we told you anymore we’d have to kill you! PCD are often brought in where a series of complex processes or customer journeys need to be represented simply and graphically. Sometimes a picture really does speak more than a thousand words! We have also been involved with producing collateral for CPPs Promotional Marketing offering since their takeover of Leapfrog promotions, and producing a CPP Graphic Consistencey Guidelines to compliment the existing Corporate Guidelines.


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Dobbies PCD helped Dobbies chain of garden centres to produce seasonal online campaigns – with emails and banners to promote Valentines, Christmas or Summer offers and products. We also helped produce affiliate banners to promote specific discounts or offers.

Owned by


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2010 a retrospective

Engage PCD were heavily involved with a number of different business areas for Engage Mutual during 2010. From refreshing the Engage Super league micro site and its ongoing promotion through competitions, email, events and viral to important member acquisition and retention campaigns – its been a productive year. PCD continue to develop mailing packs, collateral, online campaigns and advertising to promote Engage’s range of affordable protection and savings products. Working closely with the Corporate Sales Team, we produced 3rd party marketing & support material for the likes of National Australia Group and the Yorkshire Building Society. As well as on other projects including innovative Adviser channel communications to promote their Over 50’s life insurance product.


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Epilepsy Action A new business win for 2010, PCD helped Epilepsy Action promote their 60th Anniversary Jubilee campaign through online, viral and social networking. Our Decades campaign ran for 6 months using the nostalgia of looking back at key cultural events over the last 60 years, whilst relating this back to achievements form Epilepsy Action over the same time frame – to solicit donations. PCD designed the interactive area on the website, created Facebook games, online advertising and a series of monthly Decades based emails. We have also been involved with other DM activity for the charity, working with limited budgets to help maximise response from donors.


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2010 a retrospective

GRP Group Another new business win for 2010. GRP Group are leaders in the refrigerated vans marketplace. PCD helped produce a suite of new corporate literature for the group targeting a number of core business to business sectors. PCD were also tasked with the creation and build of an optimised website and corporate ID for new sister company K Facto to launch into the direct refrigerated van sales marketplace.


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Leeds City Credit Union PCD have been working with the UK’s largest Credit Union since 2009. 2010 proved an interesting year as LCCU consolidated their position and looked to expand their corporate offering. Working with LCCU, PCD helped define and develop their marketing strategy for 2010. Executions included a new loans based website and regional PPC campaigns to direct traffic to the site. Local advertising, adhoc seasonal campaigns, schools activity, branch POS, exhibitions, statutory mailings and acquisition direct mail all providing a varied range of activity for us to get our teeth into.


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2010 a retrospective

Linde Werdelin PCD continued working with luxury sports watch brand Linde Werdelin throughout 2010. Our time (geddit!) was spent promoting distinctive advertising campaigns for specific high value watches , gaining standout in this particularly competitive marketplace. PCD produced innovative websites, online advertisements and video’s for this specialist instrument supplier.


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18/02/2011 15:47 Continuing our initial work with Shop Direct brand Littlewoods – we were heavily involved with the European launch of the Littlewoods brand to expatriates in France, Germany, Portugal and Spain.

Helping with strategic planning, creative campaigns and mailings. Activity included an ongoing range of radio advertising to promote seasonal ranges.


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2010 a retrospective

Mitchells Group During 2010 PCD were responsible for professional services company - the Mitchells Groups’ re-brand. Creating a new corporate website, group company microsites and company brochures – PCD helped Mitchells Group re-position themselves as a professional, modern, dynamic business working across the North of England. Feedback to the re-brand has been positive from both clients and new prospects alike.


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MPS PCD carried on working with MPS – the leading provider of comprehensive professional indemnity and expert advice to doctors, dentists & health professionals. We developed a range of campaigns across different business areas including student campaigns as well as mailings and e-shots specifically aimed at Doctors, GP’s and Consultants. Activity involved acquisition, retention and re-activation campaigns, and also included conference and exhibition support.


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High Street TV PCD have been closely involved in supporting High Street TV’s fantastic growth in 2011. From hard working ecommerce sites to PPC and brand marketing, 2011 is going to be even busier on the High Street.

Microsites were developed and supported by email, online advertisements and inserts. PCD have also produced a new brand guidelines for key site High Street TV.


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NFU Mutual

National Farmers Union (NFU) became a new client early in 2010. Following an audit of the existing customer acquisition and retention process, PCD in conjunction with print logistics group Gecko, have helped NFU set up web based digital print and mailing resource. The system allows 300+ regional offices to use complaint mailing, email, insert & advertising templates – personalised with their own office addresses, details, maps local pictures and customer policy details. Items can be proofed online, data selected and packs mailed at the click of a mouse. PCD designed system interfaces as well as developing and uploading a range of creative templates and formats for different products and services.


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Rawlins Another PCD new client in 2010!! Our brief - to take their existing website (an online brochure!) and turn it into a successful, fully functional e-commerce website.

The site includes customer account interface, basket & payment processing, huge ranges of products, datasheets, video and downloads. Sales have already exceeded all targets!

Done. PCD created new designs and branding, site map, wire frames and project managed the site build – to create


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RPC UK Professional training provider RPC have been on the books since early 2010. Over the last year we’ve re-designed their website, helped produce successful banner advertising campaigns as well as re-designing corporate brochures and course planners. Perhaps most fun was our festive Punt the Project Manager game!


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2010 a retrospective

Travis Perkins Our award winning work for Travis Perkins has been both varied and rewarding! Starting the year with a large Customer journey Mapping project – PCD interviewed everyone from Branch Managers, Area Managers, Marketing & Brand to Customer Services and Accounts to map out a true vision of ALL potential customer touch points. This project shaped and developed the CRM strategy for TP across 2010. Including email retention and direct mail acquisition and retention. The year ended with our work winning together with Travis Perkins, the Construction Marketing Awards for Best Direct Marketing 2010.

Best Direct Mail


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We have also had the pleasure of working with‌ To get to know a little more about PCD and how we are changing, please call Steve Moncrieff (07736 580 714) or Tim Barber (07970 105562) or email


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To get to know a little more about PCD and how we are changing, please call Steve Moncrieff (07736 580 714) or Tim Barber (07970 105562) or email

5 The Courtyard, Hawksworth Estate, Thorpe Lane, Guiseley, Leeds, LS20 8LG Tel: 01943 872505 Email:

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PCD Agency - The 2010 retrospective  

PCD Agency - The 2010 retrospective