2020 was an unpleasant surprise for most of us. The COVID-19 crisis affected all of our businesses, staff, families, and friends. We are very lucky at Relevance to have had such a supportive team despite economic uncertainty, furlough, and health concerns. Relevance is also very lucky to have had such supportive clients who held on – knowing digital was the future. I thank you personally.
Roll on 2021 – the future of digital is upon us. The golden era of events and that handshake during lunch is certainly on hold, and businesses now understand that we can do most things online. Where there is change, there is opportunity. Watertight performance tracking, razor-sharp targeting, diverse virtual content, effective brand visibility and audience connection are essential to harnessing this change.
Relevance has learnt and adapted quickly during COVID. We know how important creativity is to stand out from your competitors, especially in the luxury industry. We can proudly share that we acquired the design-driven creative agency Brand Spanking London this February. This latest acquisition adds refined in-house creative services including luxury branding, print, advertising creative and art direction for high-performance user-centric content strategies.
We understand the benefits of CRM to connect marketing to sales. We have brought in a specialist CRM team to help our clients recognise our added value and understand which sources are providing them with real customers. We have understood the invaluable network that larger publications can provide, and have brought in a direct buy advertising team with direct connections with UHNWI publications, and a tech platform to provide low cost entry to a programmatic server.
Our clients come first. Their success is our success. As an agency we must adapt to keep our clients in the lead.
We have also restructured Relevance, putting in place a performance-led management team comprising specialists in luxury brands and UHNWI targeting. I welcome our new CEO, Ned Quekett; our new COO, Louise Horner; CFO Giuseppe Insolia; Frances Martin-Isaacs as Creative Director; and Niki McMorrough, our newly appointed Commercial Director, who comes across from Bentley Motors. I myself am now the President of Relevance, enabling this new team to build and execute a strategy which responds to the fast-paced growth of digital we are seeing in the luxury industry. I will still stay hands-on with the company and my clients as a strategic consultant.
Despite all the challenges we collectively faced last year, 2021 will certainly be the year for digital marketing. At Relevance we will continue to provide goal-driven, insight-led creative for our luxury brand clients. As always we will offer transparency, trust, and results.
If you would like to have a chat about digital services for your brand or organisation, please get in touch; we’d be happy to discuss how we can help.
President at Relevance