12 March 2019: Pulse Communications, one of Australia’s leading consumer brand marketing agencies and part of Australia’s largest PR agency opr, has unveiled a new brand identity. From today, the agency will simply be known as Pulse with a new market positioning centered on driving Culture. Creativity. Clout.
“We live in a world that is shaped by what’s trending; where 500 million tweets and 400 million stories are shared every day. Increasingly brands are wanting to find ways to shape and break into culture. Our new positioning cements our focus on supporting this shift,” said Jacqui Abbott, Managing Director, Pulse.
“For us, being culturally connected comes from the inside. Our people, their passion for what they do, and their obsession with popular culture is what drives our creative solutions and the long-standing relationships we hold with some of the world’s biggest brands,” Abbott continued.
As part of the agency’s new identity, Pulse also launched a new proprietary approach to audience segmentation targeting the ‘Minorstream’ to reach the mainstream – proving the value of designing campaigns around sub-cultures of a few to reach the many.
The new segmentation methodology that was developed by Pulse and validated by GroupM’s data, insights and audience experts mPlatform, analysed more than 10 iconic campaigns delivered by the agency in the last 12 months. This included work for Ford, eBay, Coca-Cola, and Australian Eggs, spanning both traditional and sub-cultured segmentation methods. It showed that earned media campaigns perform more effectively and efficiently when ‘cultural pockets’ of highly targeted and individual audiences are at the centre of the creative. This is what Pulse calls the Minorstream.
“Fandom has taken on new meaning. Sub-cultures of individuals and minority groups hold more power in influencing the success of a brand that ever before. Targeting the Minorstream takes real brand bravery. By building creative that appeals to the outliers, those on the fringe or those underground we break into groups who are the real trendsetters of today. The ones shaping culture and making it real. We believe the right cultural foundation drives performance, and this is a way of life for us, both in the way we show up as a team but also the way we deliver creative solutions for our clients,” Abbott said.
The new model disrupts traditional thinking around audience segmentation, engagement and campaign delivery and showed that:
- Campaigns targeting the Minorstream reach 38% more than those targeting broad audiences
- Targeting the Minorstream can deliver up to 75% higher engagement compared to those with broad distribution strategies
- The Minorstream drives 46% more campaign efficiency and effectiveness when smaller budgets are at play.
Juan Franco, GroupM Australia & New Zealand Chief Science and Analytics Officer, said: “In these PR campaigns where clients are building a cultural connection, targeting the Minorstream clearly showed better performance than going after traditional models of segmentation, which we proved statistically through an analysis of variance. We will continue testing this theory in partnership with Pulse to evolve the study in the coming months.”
Richard Brett, CEO of opr said: “We’re incredibly excited about this new chapter for Pulse. Pulse’s foundation started in brave creativity and has grown to be centered around cultural truths that drives true creative clout. This approach has led to two consecutive record years for the agency in 2017 and 2018. This new positioning will accelerate the agency’s growth under Jacqui’s leadership.”
Pulse and GroupM are part of WPP AUNZ, Australasia’s leading creative transformation company.
Pulse is one of Australia’s leading consumer brand marketing agencies, and a part of Australia’s largest PR agency, opr. Pulse’s clients include: Netflix, Ford, IKEA, KFC, Coca-Cola, eBay, Australian Eggs, UBank and The Star Entertainment Group. Pulse has a reputation for big integrated ideas, formed using cultural truths as a lever to deliver measurable change and clout for its clients and boasts a team of more than 40 people. The agency was recently awarded Entertainment Agency of the Year and Campaign of the Year at the Mumbrella Entertainment Marketing Awards 2018.