Consumer public relations
Mason Williams practices what founders Rita Rowe and John Williams call direct response public relations, which means the firm generates media coverage that motivates the audience to “directly interact with a brand at a specific time and place.” In other words, not all media coverage is created equal, and the best media coverage results in a quantifiable business result—increased traffic, trial, or sales—rather than just a large pile of clippings. And Mason Williams is prepared to put its money where it’s mouth is, preferring to be judged on the results it achieves—it aims for an ROI of 10:1—rather than justifying fee levels based on the number of hours it works.
Mason Williams was founded in 1986 by former Fleet Street hacks Rita Rowe and John Williams and now employs 40 staff in offices in
Last year was a difficult one, due in large part to the collapse of client MG Rover, but the firm has bounced back strongly in the first half of 2006, adding new clients in the high-end consumer segment, such as Polaris World (Europe’s largest developer of recreational residential resorts, each one based around a Jack Nicklaus golf course), and Radisson Edwardian (which is unveiling a £100m-plus re-development of the May Fair Hotel). At the same time, the firm is continuing its work for Hasbro, working to revitalize a number of the company’s major brands, including My Little Pony. To re-launch the 70s icon, the firm persuaded fashion designers Tracey Boyd and Michiko Koshino co create clothing for the doll, secured endorsements from celebrities such as Beyonce Knowles, and masterminded a charity auction of celebrity-autographed life-sized ponies.
The firm also spun off its search engine optimization business into a separate company last year.
Mason Williams has traditionally focused exclusively on the