Leaders Consultancy

The Leaders Consultancy mission is to equip leaders of organisations in all sectors to create and foster healthy, high-performing workplaces. To make better decisions that are implemented with courage. To focus on wisdom, integrity, humility and joy.

The Challenge

Leaders’ sector is competitive and muddled. We needed to differentiate Phil Eyre and Kareena Hodgson as industry leaders, who have a unique approach and use sophisticated human data. Focused on a C-suite and board-level audience.

The Black Vanilla approach

Black Vanilla researched and visualised the ‘messaging landscape’ to review and map out how the Leaders brand and key messages stood out from competitors. Through our approach, we were able to find ‘the blue water’ – the area that truly reflected the team’s expertise and USP.

After identifying and understanding key messages, we devised a variety of tactics to best reach their target audience. Using the PESO (paid, earned, shared and owned) model ensured the audience repeatedly received consistent messaging, through a variety of different channels.

We utilised the benefits of paid-for media to drive awareness whilst ensuring control over timing and message delivery. We considered the business audience and identified Business Brief as the best local opportunity. We agreed monthly thought leadership articles were the best way to showcase both Phil and Kareena’s individual strengths and deliver more content opportunities for the website and social media.

We researched the key topics for business leaders and created a ‘localised’ campaign idea for Leaders. Following a similar theme as our paid-for articles, we filmed Leaders spokespeople for ‘Leadership in 60 seconds’ – a video series from Phil and Kareena talking about elements of leadership in a 60-second timeframe. The themes and messaging were extended into media relations activity, positioning Phil and Kareena as industry leaders and leveraging the news agenda.

The Results


The work generated coverage across target media outlets, including:

  • Monthly advertorial in Business Brief
  • Bailiwick Express
  • BL Global
  • Guernsey Press
  • Business Eye CI


The Leaders Twitter page has received over 29,000 impressions over the course of 2021 and over 31,000 impressions on LinkedIn.

The Leaders team successfully filled their Leadership Development Programme and have been preparing for the next cohort.

Leaders regularly reports back to the agency on new business wins which are clearly linked to the public relations activity.

Black Vanilla is essential to my business, I consider them a long-term partner in my work. I initially approached PR with a degree of cynicism but was quickly impressed by the difference that the team’s expertise has made to my business.

In addition to devising and implementing a social media strategy that has proved extremely beneficial in raising Leaders’ profile, their
proactivity has opened opportunities to reach new clients and develop our core leadership offering.

Phil Eyre, CEO, Leaders, Leaders

Black Vanilla was instrumental in bringing our vision for the event to life. They transformed the venue and produced an evening which truly showcased some of Guernsey’s best qualities. The team were amazing to work with and truly encapsulated our needs.

Claire Heaume, Manager, Marketing and Communications, , Butterfield Bank (Guernsey) Limited

We have worked with the team at Black Vanilla for a number of years, across our events and publishing platforms. They understand the markets and the readership we are dealing with, not to mention our exacting requirements which differentiate us from other businesses in our space. I can’t fault their attention to detail and responsiveness to our business needs.

Carl Methven, Publisher, BL Global

I was very impressed with your whole PR operation – you put a lot of effort into supporting the event and it was handled very professionally.

UK based producer