Armadillo Group


2.1 million coverage views: Building the Armadillo brand

The Challenge

In 2017, the Bristol-based customer relationship management specialist Armadillo decided to engage in active PR for the first time in its 20-year history, and asked Carnsight to help.

The change in approach was down to an impending management buy-out, which changed the structure of the company and its short and long-term goals.

Armadillo aimed to double in five years, and create a strong online and offline presence as they did so. Our brief was to make a quick impact and to build a sustained profile. We worked together for the following six years.

Key wins
  • 149 pieces of coverage
  • 583 million online readership
  • 2.1 million coverage views

The Solution

2018 – 2019:

We began by introducing Armadillo to marketing and local press with an impactful message, highlighting the company’s ambitious growth plans.

We got to know the company inside-out and kept in constant contact with the management team, ready to exploit newsworthy events in the company’s development such as new hires, client wins, office changes and award wins. We placed these stories in trade and local publications, including:

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

As well as dramatically upping the agency’s media presence, we drew attention to employees’ individual expertise. We had at least one piece of proactive commentary/opinion by a senior member of the Armadillo team published every month in titles such as:

The Telegraph, Creative Blog, Decision Marketing, Growth Business Insider.

We made sure all published content was shared across Twitter, LinkedIn and Instagram by us and the Armadillo staff, capturing as many people’s attention as possible.

2019 onwards:

Our twin strategy of promoting agency news and internal expertise had brought numerous successes, including top-tier client wins, internal growth and award wins – along with plenty of anecdotal evidence of new business coming in thanks to Armadillo’s enhanced profile on and offline.

For the second year, we tweaked our approach slightly, favouring expertise over news.

We helped Armadillo to make better us of PR when it came to recruitment. We looked to tell more stories about personal experiences within the company, giving people a flavour of what we found to be a friendly and buzzy organisation.

“ Before working with Carnsight Communications, Armadillo was a well kept secret in the South West. Now we’re getting national recognition and being considered for major pitches. ”
Chris Thurling
Executive Chairman, Armadillo
“ Carnsight has always worked with us strategically: giving us great advice at every stage, managing our expectations and operating brilliantly working up from a base of no previous PR activity. ”
Chris Thurling
Executive Chairman, Armadillo
“ They understand that public relations go hand-in-hand with other forms of outreach, and work hard to make sure all our messaging is effective and consistent in tone. ”
Chris Thurling
Executive Chairman, Armadillo
“ They’re well connected, proactive and work as an extension of our own team. I would have no hesitation recommending Carnsight Communications. ”
Chris Thurling
Executive Chairman, Armadillo

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, including 12 new hires in 2018-2019 alone

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