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Boutique PR Consultancy of the Year

Campaign Title



Liquid Ideas Australia

Liquid Ideas, which was set up in 2000 by Stuart Gregor (who still leads the agency today) and now comprises a 25-strong team, is this year’s Boutique PR Consultancy of the Year. It impressed the PRWeek Awards jury by establishing itself as a place where excellence is rewarded and encouraged, where ethics are integral and fun paramount. Liquid Ideas claims 85 per cent client retention in 2014 across its client portfolio, which includes the likes of Kellogg’s corporate and consumer brands (including Special K, Pringles, LCMs, Poptarts, Sultana Bran) and Unilever’s Continental, LYNX and Rexona. Retained foundation client Taylors Wines has been with the agency for 15 years. Other clients retained for over four years include CUB and Singapore Airlines. In 2014, the agency picked up several major wins through competitive pitches, including Fairfax Media, Lewis Road Creamery, LYNX, Rexona and Dan Murphy’s. While revenue remained at around A$5.5 million in 2014, net income saw 136 per cent increase from the previous year to A$360,000, which led to a 4 per cent growth in profit margin. Liquid Ideas continued to embrace the growth of social and digital marketing and expanded its own in-house content creation team. A new creative director joined the team in 2014 and with in-house videographers, designers and photographers, the agency was able to create original, engaging and sharable content on behalf of clients. One of its top case studies in 2014 saw Liquid Ideas rebuild mums’ trust in Kellogg’s by undertaking a commitment to Foodbank Australia. It aligned with the fact that missing breakfast is a real issue for Australian children, with one in seven going to school without eating each day. The campaign drove an 8 per cent lift in consumers’ perception, while Kellogg’s as a community caring brand and trust in Kellogg’s improved from 50 per cent to 54 per cent. The campaign reach was 4.3 million with 100 per cent key message delivery and positive sentiment.