Lavery Rowe Holdings, parent company to Lavery Rowe Advertising Ltd., UKAMS and LR Digital Ltd. is now 100% owned by its staff via an Employee Ownership Trust (EOT).
Lavery Rowe Advertising first opened its doors 40 years ago in 1980. The agency quickly established a reputation for creating highly effective direct response press campaigns. Its “full-service” model encompassed expert in-house creative and media planning & buying services.
40 years on, press still lies at the core of the business and ROI is in its DNA. Lavery Rowe, together with sister agency, UKAMS, places approximately 10,000 press ads every year across 350 different titles. It has grown to include a successful TV division and a new digital business both of which focus on D2C sales.
Most recently the business has been developing a strategy of “Performance Brand Marketing” to fulfil the needs of brand owners looking to benefit from the huge growth in D2C sales at the expense of high street retail.
Prior to establishing the EOT the business was owned by Wayne Lewis and Paul Payne. Asked why ownership was transferred to the staff of Lavery Rowe, Wayne commented:
“Anyone who has worked with us knows we have an almost unique business culture. Lavery Rowe is very much a family. The last year, in particular, has highlighted the co-operative nature of the business when our teams had to meet all the challenges that lockdowns and working from home have created. Having had a number of approaches, Paul and I considered various options for ownership succession but settled on EOT because it enables the staff who have helped build Lavery Rowe to share in its success. It follows that staff who work in an EOT are generally more motivated, more loyal and more productive leading to better business outcomes for us and the clients we work with.”
Both Wayne Lewis and Paul Payne will continue in their roles as Directors of Lavery Rowe for at least the next 5 years.
Winning the Newsworks award for ”Effectiveness” is important to Lavery Rowe, our clients and our media partners. Why? Because it validates the ethos that has provided the foundation of our business for the last 40 years. We have always believed in the power of the press to deliver positive business outcomes for our clients, even when other agencies and media commentators have suggested “press is dead”.
Year after year we continue to demonstrate that the combination of an engaged audience presented with a compelling proposition will respond in large enough numbers to launch, build and sustain a sizeable and highly profitable business.
For a panel of judges from multi-national agencies and global brands to recognise that we can simultaneously drive direct sales and build significant brand exposure through a process of “performance brand marketing” using news brands, matters to all of us who believe in a positive future for national newspapers.
We received the “Effectiveness” award and were highly commended for the “Best Newspaper Campaign” for our work with Parsley Box whose growth over the last 12 months resulted in their successful flotation. So, if you want to build a profitable, high volume sales pipeline for your business whilst simultaneously gaining valuable exposure for your brand, do what Parsley Box did, expand and grow your D2C press campaign!