Launching Unusual Group: Building Credibility, Momentum and Visibility Through PR
The Challenge
Unusual Group launched as a founder-first collective designed to help agency leaders scale smarter, strengthen operations and plan for long-term exits. Entering a competitive landscape, the challenge was not just to announce a new brand, but to establish immediate credibility, clearly communicate its point of difference, to reach agency founders at scale.
The launch needed to generate strong awareness both regionally and nationally, position Unusual Group as a serious player from day one, and build early momentum that would support future partner announcements and growth plans.
The Solution
AM Comms delivered a PR-led launch strategy designed to position Unusual Group as a credible, disruptive force in the agency space. Public relations acted as the engine of the campaign, supported by digital PR and a consistent social media presence to ensure sustained visibility beyond launch day.
We developed a clear founder-first narrative, securing targeted coverage across national, regional and trade publications. Founder and board-level stories were used to highlight Unusual Group’s unique business model, ambitious growth plans, and why the market needed this collective now. Alongside the core launch announcement, we supported ongoing partner signings with individual press releases to maintain momentum and reinforce credibility.
Digital PR activity extended the impact of traditional media, creating a sustained online footprint through shareable stories, SEO-led content and expert commentary. This included the introduction of the “100 in 5” campaign, a bold ambition to unite 100 agencies in five years, giving media and audiences a strong narrative to follow over time.
Social media, particularly LinkedIn, played a key role in amplifying the launch. A regular flow of content shared founder thought leadership, partner announcements, industry insights and real-life updates, helping to build community, engagement and visibility with agency founders already active on the platform.
The Results
The launch successfully established Unusual Group as a credible, founder-first collective and generated strong awareness across media and social channels:
- 35 pieces of media coverage secured across national, regional and trade publications
- 5.42 million total UVM with an average UVM of 154.95k
- 100% positive sentiment across all coverage
Landing page engagement demonstrated that awareness translated into action, with visitors booking discovery calls, signing up for emails and accessing exit assessment resources.
Through a coordinated PR, digital PR and social strategy, AM Comms helped Unusual Group launch with clarity, credibility, and momentum, laying the groundwork for future growth, partner announcements and long-term thought leadership.
