We were recently profiled in marketing industry guide The Annual. This is what they said:

Atmosphere opened its doors in 2001 and chatting to managing director Nicola Nel, public relations (PR) takes on a whole different hue – it becomes artful, fluid and, dare I say, exciting. Gone are the days of self-congratulatory media releases and illattended cocktail do’s – make way for speeddating media events, quirky brand activations and brilliant editorial campaigns utilising Web 2.0 tools.

A continuous year-on-year growth by a minimum of 15% bears testimony to the ongoing success of this dynamic agency. New accounts include kulula.com, Capitec Bank, Triumph International Lingerie, and Fitflop with projects for SA Tourism and kulula.com, KWV, Sloggi and Bushmills Irish Whiskey.

Great business performance is wellmatched by their creative performance. The team excelled at the 2008 PRISM Awards where it ranked as the second-most awarded agency with five awards under its belt – securing awards in each category it entered.

Nicola acknowledges that their awardwinning work is a direct result of their clients giving them the creative space to excel. In return for these opportunities, Atmosphere takes a stand to offer exceptional creative concepts that deliver measurable, perceptionchanging PR campaigns.

“We are upfront about what we can achieve and we build in measures to ensure consistency,” says Nicola. “Three months into a campaign we stop and say: ‘This is what we said we would do and this is what we’ve achieved’. Our clients trust us because of our transparency around our processes as well as our revenue model.”

The agency’s success is made possible by its staff, all of whom radiate a passion for their chosen field. Nicola summarises the agency’s appeal: “We are a strategic, resultsfocused business and will do what it takes to meet the PR objectives of our clients. To back this up we offer a strong dose of creativity, delivered by a motivated team.”

She prizes her team highly and all staff members are expected to engage equally in client service and the creative process with, “strong writing skills, sprinkled with a good dose of out-of-the-box thinking” being prerequisites for employment.

The team comprises 20 employees who work out of offices in Johannesburg and Cape Town, all of whom thrive in the flat structure and dynamic culture that create a supportive environment buzzing with a high level of energy.

There are two teams – one devoted to business/corporate communications and the other to pure brand communications. This division is somewhat of a formality explains Nicola: “What I love about Atmosphere is that we all share ideas and cross-pollinate skills, we don’t stick to our silos.”

Commenting on changes in the industry, Nicola believes, that Web 2.0 has created a shift. “The Web 2.0 environment has added a new layer of experts who have an opinion about your brand and business. Their reach, via blogs for example, is growing rapidly. Web 2.0 is also giving an opportunity for PR practitioners to become the editorial voice of brands or companies – whether it is through social networks, podcasts or online video.”

In addition, Atmosphere has experienced a shift in clients’ attitude towards PR in that it has become a vital part of the strategic mix and clients are realising that, in some instances, it is more effective for PR agencies to lead communication strategies and campaigns.

With a strong team and a finger on the industry pulse, Nicola is relaxed as she contemplates the future. “We’ve always believed in organic growth and our ambitions are focused on creating industry-leading PR campaigns and not necessarily on growing staff numbers or opening new offices in far-flung places! I believe that if we do good work and create a dynamic environment, the clients will follow.”

Client references

“Atmosphere’s expertise, relentless dedication and hard work have resulted in tangible growth in media exposure for our businesses. We love working with this team of innovative thinkers who are always willing to go the extra mile. They not only understand our business, they are also passionate about it.”
– Claire Rabe: marketing manager, Sanlam Investments

“Nicola Nel and her team have brought new insights into how we position and promote the Baileys brand through non conventional PR channels, contributing significantly to a growth in awareness in South Africa. Their understanding of the alcoholic beverage industry is excellent and they have developed sound strategies that deliver clear and consistent messages to the marketplace.”
– Clint Hess: brandhouse, portfolio manager