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Ian Baxter

Client Objective

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.

Featured publications

  • Sky News HD
  • BBC News
  • CNN | PHA Media
    CNN | PHA Media
  • Daily Telegraph
    Daily Telegraph
  • Times
  • City Jet Velocity Magazine
  • The pool
    Huffington Post
  • BBC Radio 2
    BBC Radio 2