The power of expert campaigns

The talent we represent at Pomona Partners largely falls under the category of ‘expert speakers’. People with deep knowledge and credibility in a domain, and critically, the ability to share that knowledge through stories. Most of the time when we get enquiries, it’s for our talent to come and speak at, or host events, whether it’s a keynote, after-dinner, or any other format. But we also handle some other types of enquiries too, that really leverage the expertise and story-telling ability of our talent: campaigns.

Expert talent: your content engine

What does that look like? Well, imagine you’re a marketing agency or a brand, and you’re looking for content that’s relevant to your audience around which to build a campaign. You might have in-house experts, and they might be fantastic. But sometimes it’s hard to engage customers and prospects when it’s just another person from a vendor trying to speak to them. Sometimes your in-house experts might not be media trained or lack experience on stage or on camera. Sometimes they might just not have the ability to translate what they know into something that excites prospects without a little help.

In all of these cases, our expert talent can help. We have domain experts across a wide range of subjects - leadership, culture, climate, politics, food, futures, productivity, media, strategy and more. And they’re polished performers who you can put on stage, or on air, and know they will tell a good story. And they can write too, helping you to create the foundational content for your campaign: reports, white papers, and more.

Cross-media campaigns

In the last year our talent have helped a wide variety of brands with campaigns across print, broadcast, and social media, as well as creating assets that drive inbound enquiries and profile for months and years to come. Check out the current partnership between our founder, Tom Cheesewright, software brand MHR and the Telegraph Media Group as an example. Tom is creating long and short-form written pieces, and video content with the brand, all based around his area of expertise.

If you’re a brand or an agency looking for support with upcoming campaigns, even if it’s just at the ideas stage, drop us a line. We can advise on which of our talent might be able to help, give you a sense of costs for different components, and share our experience of what works and what doesn’t.