High Profile celebrated 25 years in business this week and the company’s owner, Peter Scutts, has been in a celebratory and reflective mood.
How would you sum up your feelings towards reaching this company milestone?
“Well, that went quick! It only seemed like yesterday… it’s when you take time to reflect on some interesting facts from 25 years ago that you realise how long ago it really was.
“Back in 1993, for instance, it’s amazing to think that we survived without the internet, emails, PDFs, and social media. My first Mac had an 80MB hard disk and 8MB of RAM (a real beast of a machine!). The 3.5-inch floppy disk was the storage medium of the day, petrol was 46p a litre and Harry Kane wasn’t yet born.”
Are there times you feel you could have done a job better?
“Winston Churchill once said of painting: ‘When I go to heaven I mean to spend a considerable portion of my first million years in painting, and so get to the bottom of the subject.’
“I feel the same about marketing – there is always something new to learn, although unlike Churchill, I’m not so sure about my destiny with heaven!”
What advice would you give to a start-up company?
Be absolutely clear articulating what it is you are selling, the benefits to your customer and what is unique about your product or service. Be consistent in your message across all platforms. Target your audience and experiment with getting the right mix of media. Test media, measure and adjust accordingly. It’s not all about getting quality leads – identify if you are converting your leads and most importantly, work on keeping your clients. A good mix of traditional and digital marketing usually works best for most businesses. And finally, don’t get sucked into thinking ‘being no.1 in Google’ will change your life forever.
What advice would you give someone new coming into the industry?
“Three things that have served me well and I still preach today:
- People buy people first
- Never assume anything
- Think outside the box”
Tell us more about some of the memorable projects in which High Profile have been involved?
- “1993 – A direct mail piece that had a 27% response rate and requests for over 300 meetings – one mailing changed the company overnight
- 1997 – The launch of the first political bookshop and coffee house in London for 250 years. The Times voted it ‘Party of the Week’, with many MPs and cabinet ministers in attendance
- 1998 – Sponsoring Gravesend’s Futuretown schools project, I had the honour of being introduced to Prince Charles when he visited the town
- 2000 – We produced the creative for The Farnborough Air Show promotion – the show exceeded all previous attendance records
- 2002 – A corporate identity project for GlaxoSmithKline’s worldwide AIDS programme, Positive Action
- 2008 – With the help of local historians over a period of six months, we created the Discover Gravesham historical website, launched by Jeremy Hunt. The project was a finalist at a national awards ceremony for the best use of new technology
- 2012 – A global health and safety video for Nike, produced in 14 languages
- 2014 – A PR piece about the oldest full-time salesman in Britain, 96-year-old Reg Huntley – it attracted the attention of the nationals, local and trade media, as well as radio, the BBC news, ITV news, and The One Show. The story went viral, with Reg following this up by appearances on Good Morning Britain and various radio shows
- 2017 – Getting ‘Eddie the Eagle’ on board for the opening of Red Eagle’s new head office and as a patron of their new charity – what a great character and thoroughly professional.”
What is the secret of High Profile’s longevity?
Building good long term relationships with clients, employing a loyal dedicated team and performing your best at all times for your clients.
Have you any plans to help celebrate your 25 year achievement?
“We had a team dinner at a local Italian with two long standing past employees joining in the celebrations. Over the next few weeks, I will be meeting up with a number of clients, some of whom have been doing business with us for all of our 25 years. I will be posting an article or two about the type of work they do and about our ongoing relationship with them – while having a pint or two of course!”