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Case Studies

Case studies…

General Testimonials
Siemens Enterprise Communications has managed to maintain a lead in share of voice whilst undergoing a change in its go-to market message. This achievement is a testament to the hard work and creativity of the Chameleon team.
- Sally Harrison, Siemens Enterprise Communications’ global corporate marketing
The Chameleon team gave us the quick start we needed, and with their deep knowledge of the Financial Services space, were able to get us the results we were looking for in the UK. They helped us understand the UK financial services media landscape, and built lasting relationships with key financial services analysts and journalists from the outset
- Carl Tsukahara, CMO at Clairmail
Chameleon was ready to go from day one, quickly working to put us front and centre on key FS industry events. This provided us with a wealth of coverage in multiple top level target media outlets that made us into the go-to-commentator on software testing issues in the FS space. It had our existing customers and also our prospects calling up after the BBC Breakfast segment on the RBS glitch. PR really showed its value.
- Paul Worswick, director of channels and marketing, NMQA
CommProve needed to make the most of the summer’s events without the same spend as many of the tech giants competing for the same headlines. Chameleon’s solution provided tremendous return on investment and provided a set of materials that we can continue to utilise; it’s really had a fantastic long term impact, and produced a whole series of sales leads.
- Stephanie Forrest, marketing director, CommProve
Chameleon have integrated themselves quickly and effectively to support the activities of Ovum’s FST team. The amount they have achieved in such a short time is testament to their hard-work and proactiveness. Their understanding of the financial services industry is excellent and their connections across all media has helped us develop ongoing, trusted relationships within national and key trade titles. Through their work, we have seen a considerable lift in the amount of coverage, and therefore exposure of Ovum’s financial services practice.
- Daniel Mayo, Practice Leader, Financial Services Technology, Ovum
The solar industry was in disarray and we needed to find a way to tackle the unfair government cuts and preserve consumer confidence in the technology and incentives. Chameleon was with us every step of the way, and offered creative, sensitive and pragmatic ways to broadly communicate the right messages to all of the appropriate audiences. Now that we’ve weathered the storm, we look forward to Chameleon supporting us through the next phase of Engensa and the UK cleantech industry’s growth.
- Toby Darbyshire, CEO Engensa
I’ve found Chameleon to be a proactive and reliable partner, who really understands the high pressure and volatile environment faced by business managers in today’s climate. Through their efforts, Westhouse was able to own the discussion around key issues faced by our business from topics as diverse as breast cancer screening to the lack of liquidity in the UK small cap market.
- Jack Kaye, CEO of Westhouse Medical Services
When QuestBack first launched in the UK, it was important to partner not just with a PR company, but a consultancy who could become our ears and eyes at a local level. Since then, Chameleon has worked closely with us to promote the success of our company, and offered expert media guidance and support throughout the M&A with Globalpark.
- Daniel Hansen, group marketing director, QuestBack
When I first met the Chameleon team it was clear that they very quickly understood how Any Friend of Ours was going to change the face of exclusive holiday letting. Completely at home with a disruptive concept, they were able to quickly translate a business plan into a communications campaign that articulated compelling reasons why successful and discerning people should trust us with their hard-worked-for second homes so attracting the desired profile of property owners and investors alike to our business
- Jo Goodson, founder, AnyFriendOfOurs
Whilst our expertise in this area was limited, we always had faith that there was great potential to communicate the delivery of a range of innovative puzzling products to a new digital market, plus increase our brand awareness with new audiences. The hard work, expertise and guidance from the Chameleon team has enabled us to communicate with new audiences which we previously struggled to engage with and as a result, we are able to introduce our products to a variety of receptive audiences. We are really pleased with the work the team has done and look forward to continuing with our digital campaigns in the future
- Tony Ablewhite, Brand Development Manager, Puzzler Media
Without any prompting, customers and prospects have been telling us that they have seen us in the media; our PR has helped us in the sales process as it shows we can be trusted. The solutions we put forward to customers are greeted much more enthusiastically by prospects when they know that we’ve successfully delivered with major brands in the past with a tangible return on investment
- Duncan Stevens, Director at Vita Energia
We were extremely pleased with not only the quantity of press meetings Chameleon scheduled for Scale, but the media coverage generated as a direct result. We were confident in the strong media relationships Chameleon has but they absolutely exceeded our expectations in every single aspect of this tour
- Heidi Monroe Kroft, Scale’s senior director, North American Marketing
I want to extend my thanks for the great job the team have done for Pace. This is officially our best ever IBC and, I believe, the best ever PR campaign we’ve done to support it. The hard work, expertise and guidance from Chameleon helped us fundamentally change the perspective of Pace in the eyes of our customers and the industry. It has given us a great platform to move forward from
- Alison Puente, head of external communications
I am always impressed with the ‘can-do’ attitude of the team and their partnership approach. Chameleon has a thorough understanding of a fast-growing company and a clear ability to support our business objectives
- Jeremy Michael, managing director, SMG UK

Analyst Relations

Chameleon PR leads a number of analyst relations (AR) campaigns on behalf of its technology clients.

The world of analyst relations is in flux. Global brands - such as Gartner, Forrester and IDC - are consolidating their position and are still committed to a subscription model. Niche analyst firms are increasingly giving their content away free, relying on direct consulting for revenue.

Most analyst firms are also stepping up their own public relations (PR) activity. The influence of individual ‘rock star’ industry analysts is also growing, aided and abetted by social media - in particular Twitter. All of which creates new opportunities, and challenges, for B2B technology vendors.

Chameleon PR advises on how best to invest an analyst relations (AR) budget, to create a powerful mix of briefing and sponsored analyst activities that support improved awareness, understanding and sales.

Analyst relations (AR) programmes are typically operated at an EMEA or global level. Chameleon’s AR campaigns split into two areas 

Briefings-led industry analyst activity

  • To establish regular briefings between a technology vendor and its analysts to ensure the relevant analyst community fully understands and is up to date with the vendor 
  • To increase awareness of the vendor and its capabilities with end-user companies who subscribe to an analyst firm (via research, inquiry, custom engagements) 

Paid-for industry analyst engagement 

  • To solicit insight and feedback of go-to-market strategies from industry analyst firms
  • Working with analyst firms to directly support marketing campaigns with events such as conferences and webinars
  • Commission credible research that validate a market or technology, or prove return-on-investment from an IT investment

Although the industry analyst world is more complex, the rules of AR have not suddenly changed. Industry analysts still need to understand a company deeply; its vision, roadmap, strengths and weaknesses. Crucially they need evidence, from customers and partners, as well as consistency in communication. What has changed is the breadth of analysts and industry analyst firms that a company needs to work with, and the speed with which an analyst can polish or tarnish a reputation.