In an ever-competitive industry of global creative giants, how can single-industry, independent comms agencies not just survive – but thrive?
We asked Ravi Vijh – MD of Bastion.
With 61% growth last year and climbing the PRWeek UK Top150 rankings, Bastion is one of the UK’s fast-growing and most-awards specialist video games comms agencies. So how did they do it?
1. Innovate your services to meet client needs.
“In response to client needs, we’ve developed a number of offerings over recent years at Bastion, including Pinpoint—our Influencer Marketing arm, and Folgate—our Public Affairs arm. By listening and responding to client demand, we’re able to apply our knowledge and skills, expanding beyond traditional comms. Use your expertise in your niche to innovate and offer tailored solutions that meet the evolving needs of your industry.”
2. Hire from outside your niche to access top talent.
“One of the ways we have been able to access top talent is by being flexible on experience. A passion for video games is essential, but by removing the requirement for specific games PR experience, we’ve greatly diversified our talent pool. Instead of creating an echo chamber, bringing in talent from different niches introduces fresh perspectives and a broader skill set. As a creative agency, it’s crucial to foster diverse ways of thinking, and that only comes from embracing a wide range of experiences and backgrounds.”
3. Get involved with industry-specific awards.
“Find and get involved with initiatives and awards specifc to your niche. Not only does this get your brand in front of ideal clients, but also boosts your credentials as a great place to work. For example, we have signed the #RaiseTheGame pledge that aims to improve DE&I in the games industry. In recent years, we have also entered the MCV/Develop awards and are proud to hold the title for ‘PR Agency of the Year’.”
4. Invest in a culture that nurtures talent.
“When you’re in a niche, the talent pool with specific experience is small. It’s so important to invest in the talent you have in an effort to retain brilliant employees. There’s so much that goes into this from personalising perks to benefit your team (we have an in-office games set-up and a 9-day fortnight), to fostering a caring culture and of course, paying competitive salaries. These factors all play a key role in keeping your team engaged and motivated.”
Found this useful? Tune into our podcast episode for more insights on how single-industry PR agencies can thrive.
Click here to tune in on Spotify.
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P.S. If you’re a PR agency looking to attract top talent, we’d love to help. Email: dean@wearelatte.com or get in touch via our ‘Contact Us’ page.