Corporate and brand reputation consultancy
Founded six years ago by Javier Curtichs, a veteran of Burson-Marsteller, Porter Novelli, and Shandwick, Tinkle specializes in helping companies manage their “communications assets” with the same diligence and discipline they apply to their financial assets or their human assets. The firm helps clients deal with six distinct publics, each of which has the potential to be a potent ally or a dangerous enemy: the media; opinion leaders; regulators; pressure groups; the financial community; and employees and their organized labour representatives. And it works to accomplish three primary objectives: influencing opinion, promoting leadership, and protecting brands, using a rigorous intellectual process that starts with a thorough audit and proceeds through positioning to message development, implementation and evaluation.
One major project over the past couple of years illustrates the way Tinkle likes to work with clients. The firm was called in to assist with the closure of several production centres across Spain by Lear Corporation. It worked to help the client define and articulate its vision, communicate its financial and social performance, and develop a new identity. On many projects, Tinkle works corporate communications, human resources, and marketing executives within the client company, as well as with executive level leadership, creating programs that address the financial, marketing, and social spheres. Specific services include marketing and corporate communications, crisis support (including crisis and other media training), corporate social responsibility, and internal communications.
With offices in Madrid and Barcelona (and a smaller Lisbon office added in September), Tinkle has a staff of 30 and fees last year of around €2.5 million—although Curtichs insists that long-term client relationships are more important than growth and the firm was ranked in the top five Spanish consultancies in terms of service quality in a recent survey by local publication PR Noticias. Major international clients include Astra Zeneca, Bayer, Ben & Jerry’s, Del Monte, Kellogg, Pepsi, Procter & Gamble, SAS, Samsung and Skandia. Local clients include Cruz Roja Española (the Spanish Red Cross).The firm has particular expertise in the food and nutrition and pharmaceutical categories, areas in which product marketing almost always involves an element of issues management.
Interesting assignments include sports marketing work for Pepsi, including PR for the company’s relationship with England and Real Madrid star David Beckham; education around cardiovascular health issues for Bayer; several projects for Samsung, including help with its sponsorship of the Olympic torch relay; and work with associations representing the snack food and ice-cream industries around the obesity issue.