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Retail Industry News

Agency's brand strategy helps board game tame a Dragon


Agency's brand strategy helps board game tame a Dragon


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The creators of a board game, who have secured Dragons' Den investment, have praised the Lancashire marketing agency that helped them bring it to market.
 
A successful pitch for Accentuate – The Game Of Accents by brother and sister team Graeme and Fiona Fraser-Bell on BBC2 last night (Sunday 19 July) culminated in a contract with Peter Jones worth £45,000.

The prototype game had been devised and played by the Fraser-Bell family for several years. Preston-based marketing agency every1 created the striking brand from scratch, designed and produced stylish packaging and game assets, and built a fully responsive, mobile-friendly website.
 
The full service agency also designed and implemented a supportive launch strategy that included print, online and cinema advertising, content marketing, and social media.
 
Graeme Fraser-Bell said: "The development of the Accentuate brand has been the critical foundation of our success so far. every1 was able to immediately identify and assimilate our DNA. The positive comments made by the Dragons' Den team testify to the benefits of our choice to work with them.
 
"Launching in July 2014, we only had six months within which to get Accentuate in front of a mass audience in time for the peak Christmas season of 2014. Through development of a systematic and precision planned SEO strategy, every1 were able to meet our demanding targets."
 
every1's Managing Director Simon Clayton said: "We focused the brand launch strategy on building awareness among potential customers, as well as supporting the take up of Accentuate by major retailers like John Lewis and Firebox.
 
"We put a lot into this product because we believe in it, to the point where some of our support was offset against future sales. We're absolutely delighted that it has gone on to support this milestone in its future – investment from a Dragon."
 
Established more than ten years ago, every1 works with clients across many diverse sectors, including entertainment, healthcare and business support.
 
Accentuate is based in the Wirral.

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