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Brand elevation

The people

  • Having worked with Arco as communications partner over an extended period, the team had a deep understanding of the business, its leadership team, the marketplace and the key industry drivers and players.
  • We leveraged that knowledge and the trust they had in us to propose activity that challenged both the business in terms of standing up and out from the crowd, challenging legislators and making its opinions public. We also challenged our spokespeople to take on activity that was unfamiliar territory for them.
  • Arco put its trust in the Houston team, relying on us for support in developing the positioning, providing pre-programme briefings, accompanying spokespeople to meetings and managing follow up actions.


The power

  • Arco wanted to elevate its brand above its competitors and the increasing number of new entrants to the market. It wanted to be seen to be doing good by its customers and the industry, representing everyone in campaigning for a safer tomorrow.
  • We delivered a powerful speaker platform and engagement programme that put Arco leadership in front of key parliamentarians, civil servants and industry leaders.
  • We created meaningful editorial opportunities that reignited existing relationships but, more importantly, generated interest with new media contacts.


The impact

  • As a result of this work, Arco was invited and has contributed to some of the key debates and Government inquiries including: the risks of silica dust, emerging diseases, the Covid inquiry, BEIS inquiry into future workstreams and were appointed to the OPSS business review panel.
  • Following a submission to the Public Accounts Committee hearing on PPE procurement during Covid, Arco’s Chairman was invited to give evidence direct to the committee hearing.
  • We secured 43 pieces of coverage across nationals, regionals and key industry media. This included radio interviews, live and recorded national TV news slots, with an audience reach of over 125 million.

If you’d like to know how Houston can help you, get in touch with our team

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