SME champion and ethical capitalist
Ian Baxter is a former Linklaters finance lawyer who left to became Managing Director and co-owner of RH Freight, which he built up and ran successfully from 1995 until its sale in 2011 to Kuehne & Nagel, for more than £60m.
Having previously worked with Ian at RH Freight, PHA Media were brought on board to represent his new business, Baxter Freight, in the media as one of the UK’s fastest growing logistics businesses, bringing a fresh approach to the industry. Building on the successful launch we continue to work closely with Ian to position him as a thought leader in business and politics.
To sustain ongoing media coverage for Ian Baxter and Baxter Freight across the national, trade. broadcast and online press.
Originality and Creativity
As Baxter Freight work with businesses across a wide range of sectors, we positioned Ian Baxter as the “UK SME Champion” through securing highly targeted thought leadership columns and feature stories.
We identified Ian’s passion to stay in the EU, and positioned Ian and his brother Nigel (a leave campaigner who runs a competing freight business) as the “Brexit brothers,” securing speaking opportunities for them to highlight the way Brexit would effect UK and European business both pre and post the referendum outcome.
Strategy and Implementation
Proactively reacting to the news agenda, positioning Ian as a leading champion for British SME’s and expert commentator on issues surrounding ethical capitalism, trust in business and the Brexit through a regular series of thought leadership articles, live interviews columns and blogs.
Results and Evaluation
We have generated wide spread media coverage across the national, trade and online press including:
We positioned Ian as a thought leader on ethical capitalism by responding directly to comments by Russell Brand, with an open letter titled “Capitalism is to prosperity what breathing is to life,” published in The Times and the Huffington Post.
In response to the EU referendum, we secured media coverage for the “Baxter Brothers “on BBC Breakfast, The One Show, Sky News, BBC News, CNN, Channel 5 News, BBC Radio 5 Live, Sky News Radio, ITV Central, Reuters TV, The Press Association, Share Radio, Talk Radio Europe and wider broadcast media opportunities in the Ukraine, Belgium, Germany and America.
Sky News HD
CNN | PHA Media
City Jet Velocity Magazine
BBC Radio 2