Tom Minogue Email & Phone Number

Worcester, Ma, Us

Worcester, Massachusetts, United States

Beijing

— Leveraged expertise serving global agri-food clients to help SPRG win the European Commission's "Colours by Europe" business, a large-scale, three-year generic food marketing campaign in China. The campaign focused on generic promotion of EU agri-food products including meat, cheese, wine, beer, spirits, olive oil, and fruit.— As Campaign Director, led a six-person team that created informative and engaging content for "Colours by Europe" accounts on three leading Chinese social media platforms — WeChat, Weibo, and Douyin (TikTok).— Played a lead role in client liaisons, content strategy, content creation, creative development, and managing the SPRG team in day-to-day implementation of campaign deliverables.— The campaign generated widespread awareness of the quality, safety, authenticity, and sustainability of European foods and drinks among KOLs, chefs, and elite Chinese food lovers. — The campaign’s three social media platforms attracted more than 200K followers; online feature articles attracted tens of millions of views.-- The exceptional efforts of the SPRG team won client kudos and industry recognition. For the social media component of the “Colours by Europe” campaign, the SPRG team won four Gold Awards in global and regional PR industry awards contests, including the prestigious PR News Platinum PR Awards 2020.Key client: European Commission (European Research Executive Agency (REA))

Beijing

— Working closely with Volkswagen Group China executives, was responsible for creating press releases and media materials for the various VW auto brands in China.

China

— Served as editor of Nestlé Family magazine, an internal publication that stoked greater loyalty among the company's 50K employees by telling the inspiring stories of Nestlé teams and brands. — Wrote Nestlé Family feature stories, including interviews with executives and managers.— Devised content strategy and created content, including videos, for internal social media platform that reached 20K staff.— Co-created a highly successful annual Innovations Awards contest that promoted staff recognition and cultivated an innovation mindset.

Beijing City, China

— Founded a boutique food marketing agency that attracted and retained leading global food clients by employing innovative content strategy, content creation, and media activities. — Developed content marketing campaign that included feature stories, a newsletter, and consumer-focused marketing materials.— Cooperated with leading KOLs, media, chefs, and nutrition experts to deliver impactful product culinary and nutrition messages to key consumer and B2B audiences.— Created engaging TV cooking shows that spurred at-home cooking with Norwegian salmon and Spanish olive oil. — Developed an innovative Norwegian salmon communication concept, “Salmon: The Beauty Food,” that created buzz in the market and won the Norwegian Seafood Council’s global marketing award.Key clients: Norwegian Seafood Council, Nestlé China, USA Potatoes, Nomacorc, Spanish Olive Oil & Pomace Olive Oil Export Association (ASOLIVA), ICEX (Spanish Ministry of Trade)

Beijing City, China

— Crafted crisis communication statements, CEO speeches, and press releases for the company's Corporate Affairs Dept.

Beijing City, China

— Led Ketchum’s eight-person Food & Nutrition team in large-scale, six-year communication campaign for leading international clients, the Norwegian Seafood Council and the Almond Board of California.— The campaigns generated strong client loyalty and helped Norwegian salmon and California almonds achieve high awareness and desirability among target audiences. — Developed culinary-focused communication programs that included chef culinary contests, recipe development, food photography, and publicity in leading lifestyle and food media.— Re the Norwegian salmon campaign, the Ketchum F&N team won the Silver Award, China International PR Association (2002).Key clients: Norwegian Seafood Council, Almond Board of California