Woman working in a gardening shop

By Sally Crossley, Account Manager

We’re falling in love with our gardens again and even if we don’t have a garden, we are making the most of what we do have.

So what garden trends are set to be big in 2018?

  1. Micro Living & Urban Gardening

With living space increasingly limited, especially in urban environments, any outdoor space has become even more valuable. This year will see us really embracing Micro Living & Urban Gardening, enhancing the space available to express creativity and style. Watch out for planting containers and vertical structures showcasing flowers and foliage on balconies and patios.

  1. Instagram Continues to Inspire and Delight

Whether you’re looking for tips and inspiration to build your own outdoor haven or you simply enjoy scrolling through beautiful gardens, Instagram has certainly been bringing out the green-fingers in us all. That won’t stop in 2018 as we continue share our creative ideas in the garden to help inspire others. The unicorn trend continues to be hugely popular on the social platform with fun, colourful accessories such as glitter and sequined cushions and fuchsia plant pots popping up on all of our feeds.

  1. Wabi-Sabi

Last year we looked to the Danish concept of Hygge for cosy contentment and well-being – for 2018 it’s all about embracing Wabi-sabi. This ancient philosophy is all about beautiful imperfections and having an appreciation for the changes in the natural landscapes. Choosing plants and items for your home that will change over time with the seasons is just one way of introducing this Japanese concept into your life.


By Sammy Sadler, Agency Marketing Manager 

We interact with media 24/7. Whether that is through traditional news platforms, smartphone notifications or social media – it’s difficult to avoid what’s happening around us.

As a result of new technologies, news is travelling faster than it ever has before. Citizen journalism is on the rise and we can source local, regional and worldwide news from social platforms, blogs and vlogs.

This immediate way of communicating has brought many advantages including reactive marketing. According to the definition, this type of marketing is a reaction to a particular situation or to competitor activity.

A crisis can appear at any time but even in 2018 you can keep potential brand damage to a minimum with reactive marketing. You can even use this style of marketing to your advantage to raise brand awareness through interacting with events and news.

You will have probably heard that last month KFC found themselves in a spot of bother after they were forced to shut over 600 branches due to a chicken shortage.  Thousands of KFC fans across the UK were understandably outraged – a chicken restaurant unable to serve chicken?!

Following an explosion of anger and panic across social media, the fast food giant attempted to bring fans back onside with a humorous full-page advert in the Sun and Metro newspapers. A lone empty bucket with KFC rearranged into ‘FCK’ appeared alongside a full apology to all chicken lovers in the hope to limit any long-term damage to brand reputation.

And it seemed to work. The advert was met with positive reactions on Twitter and KFC have continued to keep their audience updated on social media with the latest light-hearted news on chicken deliveries and restaurant closures.

Screen Shot 2018-03-09 at 10.21.02

KFC aren’t the only company who have needed to call upon reactive marketing recently. Also in February, Oxfam were forced to use a full-page advert across national newspapers to issue an apology in the aftermath of allegations around sexual misconduct. Taking the form of a letter, the charity used the advert to publicly apologise and reassure both supporters and volunteers that “we are listening.”

In both cases of KFC and Oxfam, reactive marketing was a necessary tool to start the process of building brand reliability again.

On the other end of the scale, reactive marketing can be used to create a buzz around a brand by interacting with events. Oreo can safely take the crown for this one following their perfect reaction to Super Bowl’s blackout in 2013. The advert, which read “you can still dunk in the dark” alongside a tweet “Power out? No Problem”, received over 15,000 RTs and over 20,000 Facebook likes from around the world.

Snickers also got creative with their reactive marketing in 2015. Following Jeremy Clarkson’s exposed argument with a Top Gear producer over a hot meal, the chocolate brand sent the presenter a box of Snickers with their popular slogan “you’re not you when you’re hungry.” Sharing the stunt on their Twitter, they received over 4,500 RTs and plenty of praise from followers for “genius marketing.”

So whether it’s an unexpected crisis or an event that your brand can interact with, here are 3 quick tips for using reactive marketing.


Ensure you have a plan in place in the event of a crisis. Taking steps towards risk management and addressing any problems that could arise will keep everyone on the same page if something was to happen.

To start reacting, keep an eye on trending social media topics and awareness days to see if there is something you can get involved with.


We’ve established that news travels very quickly and that’s especially true if it is unexpected. Speed is crucial in a crisis but time should be taken to address the necessary next steps and social media channels should be closely monitored.

If you’re using your reactive marketing on the back of something that has happened, time it well. You’ll ideally want to appear when everyone else is still actually talking about the subject.


Spotted something that you want to react to? Take a respectful approach and question if it is a sensitive subject. Who is involved? The last thing you want is to bring unwanted attention due to a poorly timed campaign such as American Apparel’s ‘Hurricane Sandy Sale’ insensitive email to customers in areas affected by the storm.

If you need help with a crisis communications strategy or you are want to get more reactive with your marketing, get in touch with us on letstalk@opr.co.uk


NEWCASTLE agency O Communications is investing £650,000 in new space and hires as it gears for growth in creative and digital services.

The creative communications agency, whose client list includes Flymo, Goldsmiths and British Masters, was previously located in Ouseburn and has bought a circa 4,000 sq ft office space to provide room for growth with dedicated studio space.

Richmond House in Old Brewery Court will feature a digital studio for creative content design, photography and videography as well as a large open-plan client services department for its growing team.

The Sandyford historic stone and brick-built property dating from 1831 has three floors including a significant basement. Refurbishment plans include a ground floor space for collaborative working and to host O’s regular Ocademy events on the latest trends in marketing.

Investment in recruitment has included new roles in content marketing, social media and SEO along with account management and graduate talent in recent months.

Kari Owers, founder and managing director at O, said: “During 2017 we began our investment programme with a focus on digital and social media experts. However, in the background we have been looking for somewhere to expand the business for some time and are delighted to have completed the deal at Old Brewery Court.

“The historic building has fantastic character which we will preserve, and we are excited to begin a ground floor refurbishment while the team expands into the upstairs client services and studio spaces. As well as the obvious room for further growth and providing a creative environment to work close to the city, the fact that it’s on the site of an old brewery appealed to us too.”

The property was purchased from Graham Hall of Graham S Hall Chartered Surveyors, with legals provided to O Communications by Hay & Kilner, property search by Johnson Tucker and finance from Lloyds Bank. Existing tenants, Paul Windle Design, will remain in one of the ground floor units.

Graham Hall said: “I’m sad to see the property go after 28 years as this was a large part of my life as a chartered surveyor and has proven to be a sound property investment which I’m sure will be the case for the new owners. We at Graham S Hall Chartered Surveyors wish O Communications well in the next stage of their business expansion.”

O was founded in 2005 and has won over 50 industry awards, including being shortlisted in Best Agency Outside of London at the PR Week Awards in 2017.

The agency works with high-profile clients including Flymo, Parkdean Resorts, Goldsmiths Jewellers retail chain and the British Masters.

“We are proud to be based in the North East and be working with many of this region’s best businesses as well as increasingly national brands outside the region that want to connect with customers across the UK. This investment is really putting down roots for the future and we are excited to have the space to continue our growth into 2018 and beyond,” added Kari.


By Lauren Regan-Ingram, Senior Account Manager.

We’re at the heart of the British food and drink industry and we love uncovering the latest innovations and biggest trends that are getting our clients excited.

Last year, we saw large scale change in the food and drink industry as brands reacted to the customer shift towards ‘flexitarian’ lifestyles, ethical consumerism and healthy alternatives. Our interest in being ‘plant-curious’ is still dominating the headlines, but what is the next step in becoming more animal friendly? The answer, confectionery. Savoury vegan products are a staple of supermarket shelves, but there is still a call for delicious sweets and chocolate that look and taste just like the real thing and this might just be the year we get them.

So, which other food and drink trends are set to become mainstream in 2018?

  1. Ditch the plastic

We have already seen a call for the food and drink industry to address the amount of plastic being used in production and packaging, and Blue Planet 2 revitalised a global issue that will continue to dominate the headlines for the coming months. Food and drink manufacturers are already starting to take notice.

  1. Sugar free

Sugar is blamed for everything from tooth decay to overactive children and over the last year there has been a steady stream of damning evidence that has made sugar food public enemy number one.  Polar Krush, one of the leading iced drinks companies in the world, recently announced that it has switched all of its products to sugar free as a direct response to the rising global obesity crisis. In 2018 we’ll see brands jumping on the trend as sales of sugary drinks continue to fall in the wake of the sugar tax.

  1. Dairy moo-ving from our diets

The dairy industry is understandably nervous at the moment as surveys show that a dairy-free lifestyle could soon be a dominant dietary trend among millennials, overtaking the current leader, gluten-free.

  1. Food provenance

Fairtrade is still high on the agenda in 2018. One of the first things we like to know about people when we first meet them is where they’re from and what’s their story? Do we have the same values, ethics and ideals? The same is true for our brands. Food and drink provenance is a key driver and consumers will gladly pay a premium for brands who value quality ingredients, health, animal welfare, environmental and labour concerns.

  1. SpecialiTEAs

Great news for fans of a good brew – tea is set to become more popular than ever. We’ve seen a few tea bars popping up around the UK already, but with sales of speciality and herbal teas on the rise, expect them to arrive in your home town soon.  Combined with more people looking for non-alchoholic drink alternatives, we could see tea bars becoming a popular hangout for the fashionable city elite.

And finally…

It’s finally happening. This year the ‘fourth meal’ is becoming mainstream! Forget sneaking a midnight feast or snaffling chips on the way home; with working and eating patterns changing you can now proudly indulge in a fourth meal at the end of the day.

Which trends are you looking forward to seeing this year?



RETAIL WATCH: The social media changes that the retail industry needs to know about

By Sammy Sadler, Agency Marketing Manager.

Social media is constantly evolving and changing the way we interact with everyday life and that certainly hasn’t slowed down in 2018.

In retail specifically, social platforms are adapting to accommodate online purchases through their channel, shortening the purchasing journey and making it simpler for the customer.

From the rise of hyperlocal influencer marketing to Facebook’s Collection ads that can showcase a range of a retail products in one place, social media is exposing users to more brands than ever before.

So what are the most recent changes in social media that the retail industry should be aware of?

Shopping ads

Last week, Instagram looked set to follow in Facebook’s footsteps as they began testing Collection ads on the platform. The photo-sharing app, which is already a popular option with fashion and beauty influencers, is looking to allow consumers to browse and purchase products without leaving the platform.

Big players in beauty and fashion industries including Birchbox and Revolve are amongst the first to test the new feature that will blend video with catalogue pages to promote products.

No word yet as to if/when this will roll out further but it’s one to watch for those with a product catalogue to showcase.



Paypal invoicing and payment options

Last November, Facebook and Paypal announced that they had launched an extension for Messenger to allow sellers based in the US to invoice buyers directly through the Messenger app.

Ideal for use with Facebook marketplaces, the invoicing option provides a convenient way for smaller business transactions through private messaging.

Although the extension is currently only available for US users, Facebook did introduce UK peer-to-peer payments last year through Messenger so fingers crossed.



Earlier this month, Snap Inc. launched a merchandise store through Snapchat which sparked conversation around a potential e-commerce platform within the app.

By scanning the Snap Code with the Snap Chat camera, users are able to browse the Snap Store and complete purchases without having to leave the app.

As of yet there has been no official comment on whether this option will be available for brands using the platform, however it could prove an effective way to reach a teen audience with ease.


Hosting collections of images ranging from fashion and beauty buys to travel infographics and DIY hacks, Pinterest is a visual dream for consumers hunting for their next purchase.

Already a popular option for retailers advertising their product catalogue, Pinterest expanded their features with the addition of Pincodes. A unique take on QR codes, Pincodes unlock specially curated boards created by brands and publishers that feature special collections and additional content.

Aside from Pincodes and their impressive visual search option, Lens Your Look, Pinterest does already offer users the opportunity to buy products via a partnership with ShopStyle. Through Shop The Look, consumers are exposed to more than 5 million products across 25,000 brands from fashion to home décor.

If you aren’t currently using Pinterest then 2018 should be the year that you start.

Liked this post? Check out our recent blog looking at the upcoming changes to the Facebook news feed and how they can spell opportunity for brands. 


Valentine’s Day in the North East

By Laura Ivory, Account Executive.

Here at O, love is officially in the air as we take a look at what’s set to be hot this Valentine’s Day.

2018 is all about extraordinary experiences so it’s time to forget the predictable and unconventional date night and think outside of the box as we look at spending Valentine’s Day in the North East…

Dining with a difference

Northern icon Greggs is offering loved-up couples the chance to sweep each other off their feet this year with a three course pastry inspired candlelit dinner. The romantic meal features a selection of the eatery’s classic offerings including seasoned pork sliders, freshly baked puff pastry parcel and brochette of doughnuts.

If a Steak Bake doesn’t quite do it for you, McDonalds is playing cupid by hosting its very own ‘McValentine’s Day’ transforming its Newcastle restaurant into a romantic setting for Geordie lovebirds. Couples can tuck into cheddar bits, nuggets or carrot sticks to start, followed by a burger of their choice, ending the classic McFlurry – who said romance was dead.

For the ‘wow factor’ Slaley Hall is offering a number of on request services including dining under the stars in the hotel’s stunning Ornamental Garden. After all, what’s more romantic than cosying up with your loved one to enjoy a gourmet picnic and something fizzy?

A date to remember

Couples can leap into each other’s arms at trampoline park Jump 360 for a date that’s guaranteed to get hearts pumping. With three venues in the region and over 100 interconnected trampolines, foam pits, dodgeball courts, basketball slam-dunk lanes and giant trampoline air bags it’s a date that won’t be forgotten.

Mix it up

Renowned for its alcoholic concoctions, The Botanist is inviting couples to shake up their love lives with a Valentine’s Day table side cocktail masterclass before or after a romantic meal in the restaurant. Choose to spice up the evening with the tequila-based El Diablo (made with Chambord, El Jimador Reposado and finished with a ginger ale kick), or opt for a French Martini (made with Chambord and Grey Goose).

O Communications is a creative agency in Newcastle. For all of our latest agency news, including exclusive behind-the-scenes videos, follow us on Instagram and like our Facebook page.


By The O Social Team.

It has recently been announced that we can expect fairly major changes to the Facebook news feed and how we currently use the platform. Earlier this month, Mark Zuckerberg said it was his 2018 personal mission to “Fix Facebook” and it looks like he isn’t waiting around.

The new algorithm changes will affect what we see in our news feeds by prioritising person-to-person interaction as opposed to person-to-page. This means that current organic reach of brand and publisher content will be significantly reduced.

Facebook has been quite open about this as part of its vision to encourage more meaningful conversations between people. It is also expected that users will spend less time on the platform, but the time that they do spend on Facebook will be more valuable and enjoyable.

This presents a unique set of challenges to brands. Reacting and evolving social strategies in line with these changes is imperative to ensure brands and publishers see valuable engagement.

There is no set date for these changes to occur so to ensure you’re prepped and ready, our social team have shared their thoughts on the biggest opportunities that lie ahead for a very different Facebook…

  1. Increased Emphasis on Communities

Due to this new person-to-person outlook the Comment becomes the new social currency as opposed to the Share. It will therefore be crucial that brands provide engaging content that users want to contribute to. The good news is that studies show brand recall is much higher when users actively comment on posts so focusing on comments is actually a win-win for brands.

The algorithm will mean Groups will be prioritised, so a brand-curated Group can provide a clever way to reach customers. If there is a community conversation your brand can harness then this is the way to go!

  1. The Rise of Individual Influence

The new changes give much more power to the individual user by prioritising much more meaningful interactions. As a result the biggest weapon in the arsenal of a brand will be the people who work there. This will also lead to an increase in blogger and influencer activity as they can have direct conversations with customers in a way that brands will not be able to enjoy. Expect publishers to become much more personal as a result of these changes.

Brands and companies will need to adapt and get comfortable showcasing their key individual influencers on Facebook – time to train up the CEO to truly become the ‘face’ of the business.

  1. Rise of Paid Advertising

Perhaps it shouldn’t be a surprise but one of the easiest ways to get around the drop in organic reach will be to pay for it. The options available to brands with paid advertising are already very extensive but you can possibly expect Facebook to beef this up with more creative options. As this algorithm could potentially see brands slow down on effort spent on the platform, Facebook will be keen to not lose any potential revenue if they can help it. Its shares have already dropped since the announcement as it is!

  1. Slowing of Facebook Referral Traffic

Aside from the paid features of Facebook generating significant referral traffic, originating from Facebook activity will become harder to achieve as they will want users to have meaningful conversations within the platform rather than driving to external sites.

However, as a result, organic Facebook will become even more of a place for aiding brand engagement and customer service.

  1. Shift in Social Media Landscape

Until now Facebook has almost exclusively owned social media when it comes to user numbers and engagement. Channels like Snapchat, Pinterest and Twitter have tried to carve their own niche but it has barely made a dent in recent times, with usual figures failing to rise at the rate of Facebook.

With the new changes you can expect a shift away from this. News organisations and content publishers may find it more efficient to communicate on other platforms so may move away from Facebook, as their reach will be cut. You can also expect social media platforms to revert back to their core USPs. Interestingly there isn’t any expected changes reported for Instagram as yet. As most social media users have accounts in more than just one platform, using a wider range of social media channels will help brands reach more users.

To follow the latest news and views on all things social be sure to sign up to our #OSoSocial weekly newsletter and stay in the conversation.

Influencer relations for WhiteWash Laboratories wins gold award

O struck gold at the CIPR awards recently for its campaign with WhiteWash Laboratories, an oral care brand that launched a new range of teeth whitening dental cosmetics.

Competing in an already crowded marketplace, our brief was to introduce Nano as a premium yet high-street brand that would entice high street customers and attract retailers to stock the product.

Targeting a predominantly female audience aged 18-35 and identifying Instagram as a key platform, we  implemented a mix of media and blogger outreach, celebrity and social media personality endorsements and paid social media advertising to raise awareness of the product.

The hashtag #NanoSmile was used through all communications, aligning with the key messages of health over the Hollywood smile.

 worked with Instagram influencers and high profile celebrities from popular programmes such as Celebrity Love Island, Big Brother, Made in Chelsea and Geordie Shore, to endorse the Nano range through Instagram posts via their own profiles.

We also targeted beauty bloggers and journalists relevant to the 18-35 age bracket to trial and review the Nano range, securing coverage on hyperlocal blogs and in key publications.

From the launch of the campaign, the WhiteWash Laboratories Instagram following increased by 93%, while social media endorsements and blogger product reviews equated to an increase of 200% in digital sales.

Media and influencer coverage resulted in a reach of 17,763,030 people including coverage in titles such as The Sunday Times magazine, Huffington Post, The Daily Mirror and Grazia Magazine.

The campaign won the gold award in the CIPR North East Pride Awards 2017 for Best Consumer Relations Campaign and was featured in Campaign magazine when WhiteWash Laboratories launched Nano.

O Communications is a creative agency in Newcastle. To see more of our work, including exclusive behind-the-scenes videos, follow us on Instagram and like our Facebook page.


Do you remember what Facebook used to look like when it first came out? It’s come a long way from ‘thefacebook’ days.

Social media has been around in one form or another for almost 20 years now. Constantly evolving,

Whether it’s how we use social media in our everyday lives or how technology advances its capabilities, from one year to the next the social media landscape never stands still.

As we now come to the end of 2017, a year when Instagram made a mockery of Snapchat, Facebook hit 2bn monthly users, Twitter expanded its character limit and, well, Donald Trump happened, we can look ahead to what is likely to happen in 2018…

  1. Shopping on Social

The theory of paid social to drive purchases has now been well and truly proven. The next phase is to take this further and truly streamline the purchasing process. This won’t be limited to online purchases either as there are already tools in place to measure offline impact. This will only improve in the coming year.

  1. The Battle for GenZ

The oldest members of Generation Z will be starting to enter the workforce in 2018. This means they will hold more significance than ever before as a result of their new-found buying power. Brands and social networks are already adapting their strategies to advertise to this audience – look at the changes made on Snapchat and Instagram throughout 2017. Because of this, we expect to see marketers begin to make a play for the GenZ consumer.

  1. Further Squeeze on Organic Content

There has been a measured decline in the reach and engagement from organic content in 2017 as platforms try to find new ways to monetize.  This is likely to continue in 2018. The exciting challenge is that brands and agencies will need to be more creative to get their messages across. There are still only 3.5 degrees of separation across every Facebook user in the world, so ‘going viral’ will always be possible. Video content will be more important than ever to get brand messages across so brands will need to make this a major focus.

  1. Expansion of Live Streaming

Live video used to be just a fun feature but now it has become a huge immovable force in the world of social media. 100 million users watch online video daily and live streams are a key part of this. The prevalence of this in 2018 is simply because it works. Statistics show that users are more likely to watch a video for longer if the video is live.

  1. Rise of Chatbots and Automation

This may be a tricky avenue to go down however, in 2018 brands will need to take a very serious look at chatbots on messenger apps. More users use social messaging than actually the social media itself – especially younger millennials. Bots can be tricky to put together but can save a lot of time with customer service and productivity. It can also allow users to purchase products through Messenger.

  1. Increased Influencer Investments

Bloggers, celebrities and social influencers are already a key part of the marketing mix. However, now their endorsements are increasingly transparent (consumers get used to seeing endorsements on social media and regulations are tighter around transparency) they are expected to work harder for their endorsement fees. Whether that is co-creating content or acting as a channel, their borrowed influence will mean more partnerships and collaborations (and less about simply sharing a photo of a product on their platforms).

  1. Increase in Personalisation

More users would now favour seeing adverts and offers that are more relevant to them and reject the one-size-fits-all blanket approach. This means the tracking that goes along with this is becoming accepted more and more. What this means is relevancy and personalised marketing will become the key to successful marketing efforts. In a world where advertising is everywhere, time is seen as more valuable than ever. Users, therefore, will only stop scrolling for what is relevant to them.

  1. Shifting Definitions of “Target Audiences”

The targeting capabilities available to social media marketers are expanding at an incredible rate. This means, now more than ever, the importance of reaching the right customers is at an all time high. Local brands now no longer rely on local audiences to provide their revenue. Likewise, companies that already focus nationally can improve ROI by looking much more local. As users are now looking for greater personalisation, getting the audience right will be very important.

  1. Increase in Brand Protection

Perhaps unsurprisingly, the need for greater brand safety and stronger governance will be required for 2018. Whether this takes the form of additional staff or as new AI software we will have to see however it wouldn’t be surprising if the major platforms incorporated new codes of conduct. YouTube especially will need to ensure they have processes in place so brands are protected when advertising on the platform after the recent boycotting of from major brands.

  1. Twitter Reimagined

This one is a bold prediction however Twitter has been struggling recently in comparison to the big hitters. Facebook, Instagram, YouTube and WhatsApp all comfortably have more users than the micro-blogging platform and have been growing at much faster rates. Twitter has also been struggling to gain access to some TV shows; they no longer have access to streaming NFL matches. Negative perceptions as a result of political reasons like Donald Trump, cyber-bullying and fake news may trigger a shift in how the platform may work. Watch this space….

To follow the latest news and views on all things social be sure to sign up to our #OSoSocial weekly newsletter and stay in the conversation.

Why successful scale-up is all about bigging-up

Author: @KariOwers

Having worked with entrepreneurial fast-growth businesses for over twenty years, one thing the success stories I’ve worked with got right was they believed in and shared their story, so much so, they managed to get everyone else to ‘buy in’ to their business both figuratively and literally.

Business man young entrepreneur writing some new project calculations on gray wall

From young entrepreneurs selling their business before the age of 21, to one of our region’s biggest businesses trebling in scale overnight with a major merger, and some of our best tech innovators going from one office to multiple sites worldwide in a heartbeat – for me, being around a scale-up in the eye of the storm is thrilling.

I’ve also been in many situations where I meet a scale-up business I’ve never heard of. Great companies beavering away with their eye on the prize – but forgetting to tell anyone.

If I haven’t heard their vision, safe to say neither have their potential funders, future workforce or buyer one day.

There are so many reasons why getting your communications right can lead to scale-up success, but here are just a few I’ve witnessed along the way.

1. When you say it you do it

Communicating your plans for growth is a powerful way to compel yourself to make it happen. After all they say a goal is just a dream if you tell no-one.

2. Punching above your weight

This is the most powerful impact good PR can have on a growing business – being bold, visionary and putting yourself out there gives everyone else a sense of your ambition, and that’s contagious.

3. Attracting investment

Funding may be all about the projections and the business plan, but people buy into people. If you can’t communicate why you’re a business to back, and project the special qualities of your management team and workforce, you’re just another spreadsheet to a potential investor.

4. Luring great people

Scaling up is all about getting the right people on board. There’s no time to waste on getting it wrong, or not being able to attract great candidates when you have urgent projects that need delivered. Promoting your business culture by being transparent and enthusiastic about your workplace and investing in your employer brand means the right people will seek you out instead.

5. Positioning for exit

The best scale-ups know their destination as well as their journey, and for many the potential of selling the business is there from the get-go. With this in mind its ever more important to make noises in the right circles, to build the profile of the founder and management team and position your business as an attractive proposition by being media friendly from the start.

Consistent and compelling storytelling is key to scaling-up successfully, so be prepared to share.

Scale-ups are success stories everyone wants to read about.