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ELECTROLUX AND THE CURE PARKINSON’S TRUST APPOINT SENTIENT


Strategic consultancy, Sentient Communications, has added two new accounts to its growing roster: Electrolux, AVIDA Global and The Cure Parkinson’s Trust.

Swedish multinational home appliance manufacturer, Electrolux, has appointed Sentient to support both Electrolux and AEG brands across EMEA. The remit includes strategic and creative services focussing on strong, consumer-centric earned media platforms that seamlessly integrate with marketing campaigns across markets.

We wanted to work with someone who could bring us strategic vision and help us further enhance our brand’s reputation across EMEA,” commented Tom Astin, Brand PR Manager.  “Sentient challenges our thinking in a way that, in my experience, is rare.”

Sentient was set-up in 2018 by ex-Grayling Global Head of Brands and LEWIS SVP EMEA, Daniel Cohen. Providing senior strategic and creative services to a range of brands, its founding client was M&S. Clients include The London Resort, Avida Global, Pernod Ricard, Nekton, Treasury Wine and major British property development and investment company, Hammerson.

“Electrolux and AEG are fantastic brands led by smart people, ambitious in their plans for earned media integration. On so many levels, it’s the perfect client,” commented Sentient founder, Daniel Cohen. “

The Cure Parkinson’s Trust (CPT) is the only organisation in the UK solely dedicated to finding a cure for a disease which affects 1 in every 37 people in the UK. Providing creative support to its fundraising team, CPT has become Sentient’s first pro-bono client.

“It’s the only organisation solely on the front line of trying to find a cure. I think what they do and achieve is inspirational, so I offered myself up to help. It’s that simple,” commented Cohen.

CPT CEO, William Cook, commented, “We are delighted to be associated with Sentient. Their energy is infectious, and their ideas greatly valued. They really get invested in our projects and Daniel Cohen’s approach breaks down barriers: he is great to work with”.

“I founded Sentient to help clients solve big, strategic challenges as I believed there was a gap in the market,” commented Cohen. “Clients don’t struggle to find amazingly creative agencies. I’m often asked to make recommendations and I work with a quite a few of them. But they do struggle to find a partner who will dedicate time to think, reflect and be totally absorbed about their problems. A strategic partner who will find solutions that are in their best interests, not the interests of the agency’s P&L.”

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