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London, November 2018 – Today, an exciting new agency collaboration enters the market, with a refreshing client-first philosophy at its centre and an independent, unbiased, ‘channel neutral’ activation team as backers.

SOUND – joined up marketing & PR is the brainchild of former client and agency colleagues Jo Briody, Jackie Arnott-Raymond, Duncan Collins and Rachel O’Connor, who together have created and developed SOUND joined up marketing and PR over the last six months. 

Born out of their shared belief and experience of working together for big brand client businesses, the team conceived SOUND as a solution to the client agency choice dilemma.  Their collective experience of working together across clients in the travel and leisure sector led them to two founding observations for SOUND:


  • Firstly, that there are many clients that are not ready for and can’t afford global agencies, but seek/need the talent, disciplines and creativity associated with that level of business.
  • Secondly, there is increasing pressure at the client end to find agency partners who will work together and provide channel neutral solutions and a one team approach devoid of inter-agency conflict around fee and channel ownership.


Jo Briody, partner for SOUND:

“I’ve seen it time and again from a client-side perspective that you rarely get an unbiased integrated agency solution that gives you what the business needs.  There are too many internal conflicts for agencies and clients that drive recommendations and decision making at both ends.  This means that the client doesn’t always receive the best advice, campaigns and strategic solutions based on what the business actually needs commercially.   SOUND is focused on doing exactly that.  By removing the barriers we focus on just solving the problem at hand and giving the client the best and commercially right solution and recommendations, with no hidden agendas.  Perfect!”


Duncan Collins, partner for SOUND:

“SOUND will set out to reduce inefficiencies, improve return on investment and increase impact.  Working apolitically together as ONE team but representing all channels we can deliver joined up, channel neutral marketing communication solutions and campaigns. 

It’s been very liberating to work together.  We all enjoy collaborating and that underpins everything.  But importantly we have taken the commercial decision to fully share the rewards and investment from any work we do together. We are able to be totally transparent with how this works from a client perspective, which will reinforce the appeal of this new offer.”


Jackie Arnott-Raymond, partner for SOUND:

“The team’s work will focus on providing the best client solutions to meet their commercial objectives by working together to drive measurable results.  Our formula, developed by combining the multi-disciplinary tools available from each business, is designed to significantly improve results and budget effectiveness whilst reducing time wastage associated with agency management and duplication of effort.   Importantly this is all about improving client results. That’s where the magic happens for us all.  We all still love it when a campaign is visibly and measurably successful.” 


The team will offer integrated marketing communications in one united agency set up.   This provides clients with one stop access to independent, collaborative and unbiased multichannel-thinking, appealing to clients looking to gain access to best value and talent, whilst saving critical time and money. 


SOUND joined up marketing & PR will initially focus its client offering across the leisure, travel, transport and tourism sectors where the team have a strong proven track record of delivering results for fast growing, moving clients working to tight budgets.  SOUND will launch in November ahead of the busy turn of year, and focusing on a simple purpose: to provide clients with commercially savvy thinking and delivery, but in a channel neutral form.   


To find out more about Sound joined up marketing & PR please visit or contact



blog_, out and about_, travel & pr_

What is luxury? I am fairly confident that if you asked 100 people, you would get 100 different answers. To some, it would be having the time to appreciate the small things in life. To others, it would be related to space and freedom, whilst others might describe luxury simply as the ability to indulge in the consumption of material goods. If even defining the word luxury is hard enough, imagine trying to find a phrase or description that successfully describes luxury travel – well, I can tell you now, it is almost impossible.

Last week, Siren Comms_ was invited to the first ever TTG Luxury Summit to cover current trends and opportunities in luxury travel, putting a wide range of topics under the spotlight to challenge the sector on what it needs to do to stay relevant in an ever-changing environment.


The full day’s itinerary mixed thought-provoking keynote sessions from the likes of Ben Fogle, Elegant Resorts’ Lisa Fitzell, Lydia Forte of Rocco Forte Hotels and Dr Antonia Ward, plus moderated panel debates and interactive audience sessions. For the first time in this format, the event was held in association with Siren’s client Celebrity Cruises as headline sponsor – all part of the build up towards the launch of their first new ship for 10 years, and the maritime embodiment of the concept of ‘modern luxury, Celebrity Edge, just weeks away.

The main findings, trends and updates from the day can be seen below, with the most important point for luxury businesses being the need for adaptation – change is the only thing that is inevitable!



  • Artificial Intelligence (AI) and robots will take over elements of the travel industry, but the human touch, and insider knowledge, that luxury travel customers demand – and which luxury agents can offer – will be hard to entirely replace.
  • Choose content and storytelling over advertising – it evokes a stronger emotional response in the consumer
  • Luxury travel has nothing to do with age, culture, gender, it is a mind-set
  • Embracing a digital delivery doesn’t have to mean sacrificing the personal touch

Our advice to clients and industry advocates is to remember that while the 21st Century definition of luxury means it isn’t what it used to be, it would seem that people are far more driven by personal events and experiences now than material objects. So an industry like ours that trades in the creation of experience should capitalise on the advantage it has.

Jenna Osborne


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Working in PR means you often have access to inspiring people and organisations, but despite the wow-fatigue, sometimes there is a truly special moment that makes you pinch yourself. 

For the last couple of months we’ve been supporting our friends at live event and experience agency Innovision on the world’s first Global Dyslexia Summit hosted by charity Made By Dyslexia.

The Summit brought together high profile dyslexics including Sir Richard Branson, Kelly Hoppen MBE, Chris Robshaw and the Rt Hon Matt Hancock MP to call for a change in how dyslexia is understood and supported.


Designed to deliver a powerful showcase of the strengths of dyslexic individuals and their incredible contributions to successful organisations and teams, the Summit content really packed a punch. 

We learnt how successful dyslexics have harnessed their dyslexia to visualise creative innovation, to keep things simple, to find confidence through excelling on the sports field, to tell stories in new ways, to break codes and even convince those around them to reduce a reliance on email (amen to that). And of course a huge amount more.

Our PR support for the Summit began with a bang seeing Made By Dyslexia founder and CEO Kate Griggs broadcast into the morning routine of the nation with an appearance on BBC Breakfast. Achieving broadcast business news coverage ensured that thinking differently about dyslexia was a theme for media interviews throughout the day. 

We were thrilled to land coverage across multiple radio stations and TV news outlets – more than 250 mentions to be precise, and detailed pieces in titles such as the Evening Standard. 

The incredible Made By Dyslexia team secured commitment from Microsoft to be the first global business to take the #MadeByDyslexia pledge to ensure that their people with dyslexia can realise their brilliant potential. 

Yet further additional weight was added to the story of the Summit by the unveiling of a Value of Dyslexia report conducted by EY. The first report is its kind to be developed by a team of dyslexic people, findings outlined how the talents of dyslexics can overcome future skills gaps challenges facing business productivity and economic success. 

We hope you feel as impressed and inspired as we are by this phenomenal charity – take a look at some of their powerful videos here

If you want to know about our work for charities and major events, please get in touch and don’t forget to commit to the #MadeByDyslexia pledge on social media and share your support for diversity of thought. 


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We were on the road last week with our sister brand within the Siren Communications Group, Essence Communications, and it’s client, Barbados Tourism Marketing Inc., helping to make their ‘Taste of Barbados’ roadshows a big success. 

The week-long tour was the latest stage of the BTMI’s ‘Year of Culinary Experiences’, which has included multiple press and Influencer trips, a collaboration with Hello Fresh, and other experiential activations across a programme designed to bring Barbados to life through its cuisine, and showcase the whole island through something that is absolutely at its heart – its food and drink. Roadshow events took a delegation of Barbados hoteliers, representatives from the BTMI, as well as a Bajan chef, mixologist and band, from Dublin to Glasgow, Edinburgh, Manchester, Knutsford and London. 

In each location, trade partners, travel agents, tour operators and media were immersed in the sights, sounds and tastes of Barbados and reminded of what makes it one of the most popular destinations in the Caribbean for UK holidaymakers. In turn, the positive reaction of attendees to each event demonstrated why the UK remains Barbados’ biggest overseas source market, and why UK visitor figures are 3% up year on year. 

Hands-on cocktail and cooking demonstrations, live music straight from St Lawrence Gap, the chance to win exciting raffle prizes, and the opportunity to hear about latest developments from Barbados, was the order of the day in each location, for a combined total of more than 350 people. 

Judging by the photos, a great time was had by all!