Crisis & Reputation
Maitland/AMO was appointed by a global consumer brand to provide strategic communications advice around a safety issue which led to a product recall.
The recall couldn’t happen until the root causes were fully understood and the best way to fix the problem had been determined – both complex challenges. Meanwhile a group of unhappy customers was gathering momentum on social media, increasing the pressure to act and communicate fast.
Widespread media coverage of the issue was inevitable, but by keeping control of the narrative and through active media outreach we helped to achieve wide awareness and take-up of the recall.