CCgroup PR

CCgroup, a B2B tech PR agency wanted to truly understand who its prospects and customers are, beyond the brief.

The Challenge

CCgroup needed to understand what clients expect from an agency in their sector and how they could successfully position themselves to appeal to their psychological needs and values.

Our Work

We conducted in-depth interviews with different client types (existing, lapsed, prospects and rejectors). During each interview we used various psychological interviewing techniques to understand clients’ subconscious values, needs and drivers as well as their past experiences with PR agencies and CCgroup. The interviews were analysed on a group-level during which we identified recurring themes and behaviours. These were used to segment the target group.


Two distinct client types were identified. Only one of these types was directly targeted by CCgroup’s approach, meaning that the other type was hardly present within their existing clients database.

We defined the different client types and gave CCgroup actionable recommendations on how to efficiently communicate with each to increase sales numbers.

Within a month of receiving the results and recommendations, CCgroup landed a major client who exhibited all the hallmarks of our ‘missing’ archetype. The project paid for itself ten times over in less than three weeks. It’s astounding what psychological insights can enable applied effectively to the real world.

- Richard Fogg, CEO, CCgroup PR