Door Industry Journal - Spring 2017

Also online at: www.dijonline.co.uk 10 THE door industry journal spring 2017 industry news GUY AINSWORTH, PR CONSULTANT TO DOOR AND HARDWARE FEDERATION RETIRES DHF has an exciting year ahead, with member growth at an all-time high and the organisation’s new branding soon to be announced. Further change comes in the shape of a sad departure by retiring PR consultant, Guy Ainsworth, who has worked alongside them for almost 24 years. As a PR and marketing consultant, working with a client for more than a couple of years is generally accepted as a pretty good relationship, so for Manchester-based PR guru, Guy Ainsworth, working with DHF for almost 24 years is rare indeed. During that time, he has seen the steady growth and development of the industry’s oldest and most respected trade association (DHF’s heritage dates back to 1897). “I started working with DHF back in 1993 and have really enjoyed the special relationship that has developed over the years,” says Guy, who started life as a journalist with the local weekly and evening newspapers for 10 years, before working for a number of PR and advertising agencies and then setting up Ainsworth Public Relations in 1989. He specialised in providing PR services to the professional sector - lawyers, accountants, chartered surveyors - and in addition, a number of other trade associations, so an alliance with DHF was a good fit. Guy’s career highlights have been well documented. He formed part of the team responsible for the national PR campaign, Vodka from Varrington, a campaign that saw Vladivar Vodka catapulted to the number two brand behind Smirnoff. He also helped to launch Britain’s first private bus company, breaking the monopoly of state-owned nationalised bus companies following the deregulation of the industry. He was also involved in promoting urban regeneration and new town development, working for a number of development corporations and for the Commission for the New Towns. He also ran Rick Astley’s fan club for his management company! “I have enjoyed interesting times in the job, there’s no doubt about it!” laughs Guy. Another career highlight is time spent in Moscow and Leningrad shooting the world’s first glamour calendar shot behind the iron curtain. “It was 1983 and times were very different then.” he adds. Guy started winding down his work in around 2011 and by 2014, had just one client – DHF. “My thoughts were that, if I was to continue working with just one client, better an organisation that is working towards raising standards in an industry, rather than for a profit-motivated commercial firm. And they have been a great client! It’s been so enjoyable to work for an organisation where your input is valued and appreciated.” DHF will certainly be sorry to see Guy go and credit him with opening their eyes to the power of PR in communicating with the audiences and markets of their members, to provide commercial benefit. “When DHF was formed around 13 years ago via a merger between DHF and ABHM, it was a new brand with zero market recognition. PR was the only means of raising the profile of the new name. A poll of members carried out some years later, showed that they were satisfied with the penetration the DHF achieved in the marketplace at the time. It’s always very satisfying when others can see the results of the process.” Guy can also be credited for putting forward the idea for the DHF initiative, ‘Gate Safety Week’, now in its fourth year and becoming more high profile as the years pass. He pitched the campaign to the powered gate group marketing committee back in 2013 and as they say, the rest is history! The members liked the idea and moved it forward rapidly. “It’s great that the Gate Safety Week campaign has developed so positively over the years and I’m delighted that organisations such as the Health & Safety Executive, The British Safety Council and Gate Safe, have backed our on-going drive for best practice and higher standards across the industry,” says Guy. “It’s in all of our interest to raise industry and public awareness around the subject of unsafe gates.” Due to hang up his hat in April, Guy remembers his years working with DHF fondly and is happy to hand over the reins to Jo Spencer, who has been working with DHF on the Gate Safety Week campaign since 2014. Jo is a PR consultant and freelance writer with more than 20 years’ experience in the industry. Working in corporate communications for ITV plc on the South Bank, she started her own PR consultancy in 2008 and works with clients across a range of differing industries. She is also a specialist consultant for the UK’s most successful awards experts. “Jo has been working with DHF for a number of years now and is perfectly placed to take DHF forward in terms of its communications strategy,” says Guy. “I wish her every success in the next exciting chapter of DHF’s development!” Patricia Sowsbery-Stevens DHF Marketing Manager added, “It’s sad to see Guy go, and we thank him for all he’s done, but we are thrilled that Jo has agreed to fulfil our press communications need. DHF is moving forward with a strong new brand image that will take us forward for