Shaken & Stirred - Influential Brand Profiling and Positioning

Udesh Jadnanansing. Azalea Group, La Manga Club, Start-Up Loans, James Caan, Mopinion, The Agency, Saman Mansourpour

Golf and travel marcomms specialist the Azalea Group has enjoyed a sparkling start to the summer with notable successes across its PR and relationship marketing platforms plus the creation of the UK’s most talked-about campaign to national club golfers.

Working to a specific brief to augment coverage of the La Manga Club’s outstanding tennis facilities, Andy Murray’s long-awaited success at Wimbledon coincided with extensive national media coverage for the luxury five-star Spanish resort, where both the new men’s singles champion and top British lady, Laura Robson, have honed their skills previously.

In the space of seven days, La Manga Club was featured in the travel section of four national UK newspapers – The Daily Telegraph, The Independent, Daily Mirror and The Sunday Express – with a combined circulation of more than 2,000,000 readers. The latter feature was penned by popular BBC TV presenter and keen tennis player Angela Rippon, whom Azalea had sourced for the purpose. La Manga Club was also featured on the Daily Mail‘s website, the most widely read newspaper website in the world, with 7,000,000 daily users.

Azalea’s strength in securing key brand partnerships came to the fore when it secured the five-star Donnafugata Golf Resort & Spa, in Sicily a headline role in the Strada chain of contemporary Italian restaurants’ nationwide summer menu campaign. As a result, Donnafugata will be exposed to more than 800,000 Strada customers this summer via in-restaurant point-of-sale material and embellished by substantial digital marketing and social media campaigns.


Start-Up Loans Supports Young Entrepreneurs, Now Using Intelligence Powered by The Agency

Start-Up Loans, the £112m initiative chaired by former Dragon James Caan that helps thousands of young people gain access to vital funding for their start-up have partnered with The Agency to advance and re-launch their CRM (customer relationship management) platform.

The system has been designed to allow extensive and secure data sharing between Start-Up Loans and their ever-expanding network of loan delivery partners, an essential tool in administering such a scheme.

Recently out of its £10m pilot phase, the Start-up Loans Company is now looking to scale-up its operation and is expected to help start 25,000 new businesses by 2015. To date, the company have received over 20,000 applications, and approved almost 5,000  loans, totalling more than £21m.

The Start-Up Loans Company was initially set up to help budding entrepreneurs aged between 18 and 30 years old to access funding. However, a recommendation by Lord Young to the Prime Minister suggests that the age cap could soon be removed altogether, promoting the creation of micro-businesses (those with fewer than 10 employees), which make up 95% of all businesses in the UK and which have been identified as a key contributor to the recovery of the UK economy.

“With the pilot scheme being such a success, we now have a greater reach and a higher number of applications to process. The CRM system that has been developed in partnership with The Agency will allow us to efficiently and successfully deal with this demand and provides the technology we need to support us in fulfilling the scheme’s full potential.” says Tim Sawyer, CEO, Start-Up Loans Company.

Bath-based communications firm The Agency, have worked with large-scale organisations including the AA, BT and BSM, and have been working closely with the Start-Up Loans team for a number of months.

Saman Mansourpour, Managing Partner at The Agency, said: “We’re delighted to be involved with an organisation like Start-Up Loans that is making a measurable impact on businesses and individuals every day. We nurture our entrepreneurial spirit within The Agency, and we know how important funding is to give flight to these new initiatives. These businesses are absolutely vital to the financial future of the UK and are contributing directly to our economic recovery”.


Customer feedback management software specialist Mopinion, today announces it has launched its UK division with a new office in London.

The expansion of the business is in response to the strong demand for its software products in Europe, where the company already has a proven track record with Global Fortune 500 companies. Well known, internationally-recognised brands such as Vodafone, BMW, Volkswagen Audi Group (including the Audi, Volkswagen, SEAT and Skoda marques) Schiphol Airport in the Netherlands and Deutsche Telekom, all use Mopinion solutions to gather insight into their customer’s opinions and activity, to offer insightful service and products.

The new London office has been masterminded by Mopinion Founder and Managing Partner Udesh Jadnanansing, who commented on the announcement, “With such a strong portfolio of clients that rely upon our software in the European market, we knew the time was right for Mopinion to launch our UK operations. The UK is a huge market for service industries and our software-as-a-service solutions offer bespoke ways for organisations to ascertain the satisfaction of customers, with detailed and real-time feedback that allows them to rapidly react, across every touch-point, to needs and demands.”

Jadnanansing is clear on the essential need for modern businesses to understand customer drivers, especially in the age of social networking whereby any dissatisfied clients have an easy and rapid mouthpiece on which to publicise any unresolved issues, which is damaging to reputation. “Competition in all markets is fierce and organisations cannot afford to lose customers thorough unrecognised problems or issues. The companies that thrive during difficult economic times are the ones that listen properly to their clients, offer the products and services that are wanted and ensure that any issues are quickly identified and rectified as soon as possible. Mopinion’s suite of products can be fully tailored to meet the demands of any business in any sector, offering this competitive edge that can very easily be the make or break of any commercial concern. If you aren’t speaking to your customer and solving their problems, somebody else will.”

Mopinion’s software platform collects feedback from all the different touch points within an organisation and allows it to analyse this information from customers and staff on a structural basis. Fully customisable, Mopinion’s solution uses this data in the most appropriate way for the organisation, sending insights to the right department or team in order for staff to take appropriate action. It also monitors if these actions are leading to the required improvements and alerts the response team if this is not the case.  These measures allow a business to stay abreast of its client’s needs and to maintain a positive and engaging perception in the mind of the customer, to cultivate loyalty and repeat business through an enhanced reputation of customer care.

For more details on Mopinion and its products please visit:

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