Simon Dolan – Celebrity Case Study

Client Objective

•  We were tasked with raising the personal profile of multimillionaire entrepreneur Simon Dolan in all the heavyweight media avenues, enhancing the visibility of his business assets, marrying his autobiographical guide with the news agenda and securing more opportunities on television for him.

Strategy and Implementation

• We reacted to a news agenda dominated by higher education changes.
• With the public and media outraged by plans to increase university tuition fees to £9K a year and with statistics testifying to an incredibly high rate of unemployed graduates, we capitalised on the sentiments and expert thoughts outlined in Simon’s autobiographical guide, How To Make Millions Without A Degree.
• We took Simon’s success story and contentious anti-university stance to features editors, real life and parenting writers, education and careers journalists and business correspondents.
• We discussed Simon’s book in great detail with the press and arranged for copies to be sent out for review.
• We used all the national press we had accrued to harness TV opportunities for Simon.
• We planned to capitalize on our business relationships by introducing Simon to TV production companies and artist management agencies to discuss personal representation and TV programmes in development that Simon may be a good fit for.
• Put Simon forward as an interviewee for all the key business set piece slots in the national press and positioned him as an expert contributor and commentator on career enhancement, employment issues, business start-up and entrepreneurship.

Results

Within 6 months, PHA secured:

• Artist management representation for Simon by ARG Talent, the world’s leading talent agency.
• Full page features and double page spreads in all the national media, including the Mail Online, The DailyTelegraph, The FT, The Daily Express, The Times, The Mail On Sunday, City AM, The Independent and The Sunday Times.
• Numerous TV appearances for Simon, including CNN, Bloomberg, CNBC, Sky News, The Vanessa Show, The Wright Stuff and ITV’s Tonight series. These appearances then gave us the footage we needed to put a show-reel together, a great tool for securing future recurring TV
  projects and meetings with four  leading TV production companies