DUO Marketing + Communications’ Consumer Technology Division is born

Judith Middleton

roll out DUO Marketing + CommunicationsDUO chief executive Judith Middleton said the consumer division was a natural evolution for the company in response to market demand and to achieve organic growth within its diverse technology customer base.

“The consumer division and the consumer expertise and experience within it has been built organically over the last few years,” Middleton explains. “Existing clients such as Mukuru, Frogfoot and Vox have had consumer PR needs for years, so we have adapted and built effective, integrated PR and lead generation campaigns around their needs.”

“We have experimented and tested our expertise with existing clients and the consumer technology needs of their businesses.” She explained that DUO has been leveraging expertise in PR and digital marketing to effectively deliver consumer-facing campaigns for existing B2B clients. “Under Shey Nel’s leadership, we have accelerated this to meet the needs of consumer-facing brands, applying proven successful strategies and practices to new audiences, increasing our commercial foothold.”

Shay Neal

Providing a full range of PR and digital marketing services to consumer brands has enabled DUO to solidify its market resilience. “By formally entering the consumer technology market, we are diversifying our technology client portfolio and becoming less reliant on enterprise (B2B),” Middleton said.

Perhaps one of the more exciting possibilities created by the consumer division is the potential for brand synergies and cross-promotional opportunities. “Our team has identified potential synergies with our existing B2B business, which opens up the possibility for cross-promotional opportunities and integrated marketing campaigns,” Middleton said.

“The Consumer Division is fundamentally an extension of our tried and tested successful ‘recipe’ approach for our clients in terms of concept, content and implementation.

“The amount of creativity and innovation that has come out of consumer marketing over the past few years has energized DUO’s team and offerings. It has also enabled us to attract top talent to work on diverse, rewarding projects,” Middleton said, adding that DUO’s PR and digital teams have access to the Plexus Global Training Academy, which transfers best practice skills across 20 agencies around the world.

As an agency, we have developed a comprehensive digital playbook for PR professionals who want to embrace digital, so as we scale our consumer division, the business will continue to onboard traditional PR professionals who are eager to evolve into digital PR professionals.”