Ian Hills launched Purple Pilchard in 2004 on a clear mission to build a PR agency that serviced the distinct needs of ambitious, cash-strapped disruptors; those brands that are thin on the ground personnel wise, who would benefit from a fleet-finned agency that understands the distinct needs of jostling in a media world that still leans uncomfortably towards those larger ‘establishment brands’ and underdog brands with vast investor backing that in truth juggernauts in Fiat 500 clothing.

What Drew You To PR

Frustration as a marketer as to lack of agencies that truly grasped the distinct needs of feisty underdog brands. Today the world has revolved 360 degrees and there are countless one person/two person cottage agencies servicing every imaginable brand need from pack design and sales through to PR and social media. I hark back to a time when big brands compelled their marketers to use soulless big agencies who really didn’t care about the needs of the minor brands, using them merely as a springboard to get to the big brands.

What Gap Were You Seeking To Fill?

Where to start! There are so many beige, money-grabbing agencies outside there. I give honest feedback, clearly it’s subjective and brand owners can take it or leave it, but I refuse to waste the time and money of brands if we’re not aligned on what a brand needs. Life is too short to be tied to brands with no appetite to fight their corner, let alone brands you hand on heart don’t believe in.

Writing with gusto! Once again my writing style isn’t for everyone and that’s all well and good.

You certainly won’t confuse my copy for any dreary old porridge that some battle-hardened old PR (or Ai ) would dredge out. I also place a lot more attention on the founders and work hard to tell their story, because without understanding the founder(s) how can you truly appreciate the brand they’re unleashing on an unsuspecting world?

It’s Not Easy Growing A Company In Today’s Business, What Have Been The Key Drivers To Your Sustained Growth

There have certainly been some tough years, but the good definitely outweighs the bad. We pride ourselves in being 22 years old with a long-term growth trajectory.

• We Know Our Market and the Brands Where we add can add Value: We’re not afraid to say no to brands that don’t feel right as well admit (very occasionally) that we probably couldn’t do any better than the body of work already in place.
• Founders We Admire: I can’t remember a time when we’ve been aligned to so many amazing founders in whom we have complete trust. In the early days we took on the odd brand owner who in our heart of hearts we knew was wrong, disingenuous or downright snakey, because you’re fighting to carve out a distinct niche. You quickly learn that this is false economies. We also went through the ‘juggling too many clients’ to having ‘all our eggs’ in a few baskets. We now have a good blend of making real strides disruptors and tomorrow’s heroes.
• Doing What We’re Good At: Social media is a young man’s game so leave it to those who do it best. We’re very comfortable on Linkedin but leave Tik Tok and Instagram to younger souls. We are very happy to align and corporate with our brand’s social media partners and stick to our lane. We are also old enough in the tooth to know that a lot of social media is dreary guff. It still makes me laugh when people talk about the number of followers, likes….. because when you drill down so many of the numbers are absolute nonsense. We champion quality over quantity every day of the week.
• Affordably Priced: If your pitch is start-ups and disruptors you’re a fool to over-charge. Frankly some of the retainer fees we hear about are obscene. That said, from time to time we’ve definitely painted ourselves into a corner, when clients cut the number of days and somehow expect the same level of service. PR isn’t a tap that should be switched on and off intermittently, because like all things the best things come from sustained work fostering trust and forging meaningful longer-term relationships.

Too many brands treat PR as quick fix, sticking plaster and not a serious strand of marketing.

How Has PR Changed In The Last 10 Years?

Clearly Ai can’t be ignored and will continue to get better and harder to detect, but for now so much Ai content remains clunky and bland.

I’d say laziness is a key change, so many agencies today look for quick wins and make nominal effort to build real customer relationships or get under the skin of the brands they represent.

Oh and linkedin is getting increasingly blocked by needy founders trying to sound all worthy and special. Yeah yeah, we know you’ve had setbacks, you’ve fought against all the odds, you juggled a business with family, you’re taking a well-earned break not having had a holiday for 33 years…..

Honestly no-one cares, get a grip!

Your Ambitions For Next 5 Years

More of the same really! There are always a few categories, product arenas I’d still like to enter but I’d say I’m 85% content. My key clients will know I sneak off on Fridays for a game of golf, but there is no guilt, there have to be some upsides to running your own business.

We have been lucky enough to work with a fair few clients in the ‘functional’ space and let’s be frank, it’s only right that tomorrow’s food and drink works harder than ever.

What Advice Would You Give Someone Entering PR Today?

Have opinions and voice them. Brand owners don’t pay good money for yes men! Healthy debate always gets the best results. Work with brand owners you trust and brands you believe in, life’s busy enough without having to constantly look over your shoulder.

Make one brave, out of the blue connection every week and never fear rejection!