| Out Now tops list of leading LGBT PR agencies |
April 28, 2015 -- EverythingPR's latest news article contains an independent analysis reviewing which agencies do the best job on communications directed to LGBT people.
According to the report, specialist LGBT consulting firm Out Now tops their list:
Many of the firm’s clients are in banking, tourism, and insurance. They match their clients’ messages with expectations of the target audience positioning communication for optimal results. Sharing the client’s offerings that matter most to members of the gay and lesbian communities is the goal.The article states:
Considering LGBT issues, and the $700 billion or more in disposable income from this group, it’s not surprising firms specialize in LGBT issues.Out Now is a dedicated specialist in LGBT communications and business development, and was established in Australia in 1992 as Significant Others.
| Ian Johnson, CEO Out Now |
Out Now's CEO, Ian Johnson, said his firm was delighted to receive this recognition.
"At Out Now, we have worked hard for almost a quarter century on better understanding and meeting the needs of LGBT people," Johnson says. "Our work matters because as we always say to our clients - to us, 'LGBT' spells 'people'. We don't work to win awards but recognition like this is certainly gratifying for our team. It is nice to be recognized."
History of innovation
Johnson cited a number of campaigns Out Now has worked on over the years as reflecting the firm's ongoing commitment to innovation.
"Being at the top of your game is great but at Out Now, we never stop challenging ourselves," Johnson says. "A fundamental operating method at Out Now is always applying what we term 'Next Level Thinking'. That means we push forwards and innovate on every occasion. What hasn't been thought of before? Where is this market currently moving? And what trends do we need to be across for our clients, so that the community will appreciate the ways our clients undertake their interactions with LGBT people. With this people-centric focus we build successful outcomes for all."
23 Years of LGBT Work
Out Now started work in 1992 in Australia.
This UK news video report from 1994 describes some of the agency's early work.
By 1996, Out Now's Significant Others was attracting the attention of a growing number of brand name clients, including Citibank, IBM, Toyota, Qantas, National Australia Bank, Aussie Home Loans and Westpac Bank - as seen in this 1996 report.
By 2009, Out Now's work was known in many markets globally:
More recognition
Along the way Out Now has been awarded and recognized widely, including winning a GLAAD/Commercial Closet 'Images in Advertising' award in New York in the 'Outstanding Interactive' category - for its online campaign for Lufthansa in the Netherlands market.
| Out Now campaign for Lloyds Bank (UK) |
A creative advertisement for Lloyds Bank in the UK was nominated for a European Diversity Award and Out Now's recent US market campaign for VisitBritain - 'Love is GREAT' - was a Finalist for 'Marketing Campaign of The Year', in the annual PinkNews awards.
The agency has been relied on by more brands in more markets than any other Lgbt specialist.
| Market: USA. 'Love is GREAT' campaign. Client: VisitBritain. Agency: Out Now |
Out Now’s CEO Ian Johnson says that one principle has guided his firm’s evolution – which is: "that 'LGBT' spells 'people'. Every LGBT person is someone’s son, daughter, uncle, aunt, sister, brother, parent, friend, colleague and more. LGBT is an acronym and may be seen by many to be a market - but at Out Now we never forget that at its heart, are people."
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