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Case Study: Pearl and Dean, the importance of building a strong working relationship

By Olivia Atkins, Branded Content Writer

November 12, 2019 | 3 min read

So Marketing was asked by Pearl and Dean to revive and redesign their B2B website to make it more reflective of the cinema industry and their highly-regarded reputation within it. Creating a standout website was no mean feat for the team who drew on cinema aesthetic to bring it to life, but the So Marketing focused on cultivating a strong relationship with the team to pave the work for more work between them in future.

So Marketing were brought on to re-do Pearl and Dean's B2B website.


Pearl and Dean have been a huge part of the cinema advertising scene since 1953. The company controls the advertising output at many large cinema operators and UK independent cinemas; a brand that is synonymous in cinema.

The well-known - and well-respected - brand approached So Marketing after stumbling across the agency on The DRUM Recommends website and got in touch to find out whether they could assist in rebuilding and redesigning their B2B website. They wanted to get So Marketing on board as their digital design agency.

So Marketing were excited to gain insight into the cinematic world through experts Peal and Dean and so, without further ado, agreed to help out.

So Marketing were brought on to re-do Pearl and Dean's B2B website.


So Marketing had to familiarise themselves with the internal workings of Pearl and Dean. This involved becoming fully immersed in their world to gain a strong understanding of their offering and culture in order to present it all and encapsulate it in their new website.

Pearl and Dean use their website as a platform to sell cinema advertising services to businesses. It’s a significantly large website reaching a huge number of readers. To make the website stand out, So Marketing needed to apply a great deal of creative thought to the design process as well as the user interface to ensure that it was easy-to-use and featured simple dynamics. Aesthetically, the team took inspiration from some of cinema's greatest films to capture the essence of filmmaking through the ages. The project required the team to integrate data from a variety of sources so that they could use statistical analysis of films, demographic audiences and film reviews - creating an automated platform for Pearl and Dean to manage going forwards.


So Marketing created a number of page layouts and design concepts for the project, regularly meeting with Pearl and Dean to consider these options. These face-to-face meetings enabled their working relationship to strengthen - a bonus of both being based in London, as the team were able to work at a location and time that suited them best. Throughout the job, Peal and Dean expressed the trust that they put into So Marketing's capabilities.

The project was a huge success and spells an ongoing relationship between Pearl and Dean and So Marketing, with them now taking on work for the B2C website.

The website now boasts dynamic and dramatic visuals and has boosted business for the brand.

Ian McNaught, brand director at Pearl and Dean, said: “So Marketing have been a joy to work with through all aspects of the design and build of our new website."


Content created with:

SO Marketing


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