2.1 million coverage views: Building the Armadillo brand

149 pieces of coverage

583 million online readership

2.1 million coverage views

“Before working with Carnsight Communications, Armadillo was a well kept secret in Bath, with a limited profile. Now we are achieving the kind of national recognition that gets us on consideration lists for major pitches. 

Carnsight have always worked with us strategically, giving us great advice at every stage, managing our expectations and working up from a base on no previous PR activity. 

They understand how PR should work hand-in-hand with our other outreach and work hard to maximise our content, ensuring it’s fully within our tone of voice and communicates our key messages. 

They’re well connected, proactive and work as an extension of our team. I’d have no hesitation recommending Carnsight Communications.”



In a nutshell

Armadillo, the Bristol-based customer relationship management (CRM) specialist, approached us in 2017 to kick-start PR activity for the first time in its 20-year history. This was propelled by an impending management buy-out (MBO), which not only changed the structure of the company but also its short-term and long-term goals.

The aim for the company was to double the business’ size within five years, create a strong online and offline presence as well as attract new business. We needed to make a quick impact and build a sustained profile. 

We have now been working with Armadillo for three years, and each year brings new PR opportunities, all of which still connect to the same initial goal of building upon its profile across a diverse range of media outlets such as: The Telegraph; Campaign; The Drum; Bristol Post; Business Leader and Retail Sector. 

Despite having the same overarching goal, continuing changes in the agency, both internally and externally, has meant that year on year we have evolved and adapted our PR strategy alongside Armadillo’s needs. 

What we did

2018 – 2019: 

We introduced Armadillo to marketing and local (South West) press with an impactful message; articulating the MBO, the agency’s future plans of an 100% growth target, staff growth and investment in its data and digital capabilities.

Working closely with the senior management team; James Ray, Chris Thurling and Andy Brown, we ensured we kept the team up to date with agency news and were ready to promote it. This included internal hires, client wins, office changes and award wins. These were namely published in local press and trade press, including but not limited to: 

Bristol Business News, PerformanceIN, Campaign, The Drum, MarComm News and South West Business Insider.

As well as sharing an overview of the agency, we wanted to ensure we were highlighting the individual expertise of all of Armadillo’s employees. Alongside news pieces, we aimed for at least one piece a month of proactive commentary and/or opinion from senior members of the team across all verticals. These were namely published in sector and national press, including: 

The Telegraph, Creative Bloq, Decision Marketing, Growth Business and Retail Week.

All published coverage was shared across Twitter, LinkedIn and Instagram, both by us and the client, to amplify Armadillo further.


After numerous successes in the first year such as top-tier client wins, internal growth and award wins and anecdotal feedback from new business, linked with an increased profile both on and offline, Armadillo decided that 2019/2020 was the year to focus more on internal expertise over agency news. This formed the basis for a more structured approach to content creation.

The target was to achieve a 70/30 split of commentary and opinion versus agency news compared to a more equal split the year before.

However, Armadillo also wanted to use PR to help with internal recruitment efforts. This meant a lot more proactive internal news stories around more personal moments within the business, many of which can be found on their social media channels. 

The results


• 74 pieces of coverage

• 1.19 million estimated coverage views 

• 7,000 social shares

• An average domain authority of 51

• 2 client wins

• Named one of Bristol’s most innovative companies 

• 1 award nomination

Armadillo growth:

• 20% growth YoY

• 53% financial growth in five years, 33% of that in 2018-2019 alone

• Grown to a team of 33, 12 of those new hires in 2018-2019 alone