Case Study - Propeller

Distilled has recently teamed up with Propeller Communications to provide web-monitoring services for their monthly BossBuzz reports. The report covers the CEOs of the FTSE 100 companies, plus others in the public eye, and ranks them based on how many new web pages mention them throughout the month.

Our results - branded as BossBuzz - give an insight into the hot topics amongst news websites and business bloggers. Each month's list of the 'Most Discussed' CEOs stimulates discussion around the benefits of publicity. Coverage in The Times of the August 2008 results said:

Suffice to say that none of the top five in the survey, compiled by Propeller BossBuzz, the marketing agency, is deemed to be of interest for positive reasons. Which all goes to prove the wisdom of Gloria Borger, the political pundit, who said that “good news is not news”.