Anderson is a multi-disciplinary construction and property development company, with operations across London and East of England. 

Our team have worked with Anderson since September 2020 when we were asked to raise the profile of the company as it navigated its way out of the coronavirus pandemic.

Our work produced tangible results including significant and impressive national and regional media coverage, an increase in social media followers, a clear tone of voice across all communications and a raft of award wins.

As a result, in January 2021 we were asked to create a communication stream to enhance the internal communications of the company, unite internal staff and external partners and raise the reputation of the business as an exceptional company to work for and with.

Anderson apprentices

Work Included

We created an Anderson magazine – something that could be distributed in hard copy format and as a download on the Anderson website – with three editions a year.

The magazine planning was led by Ellen Widdup and Lauren Gardner – both former journalists with extensive experience curating and editing publications and writing dynamic content with storytelling at its heart. 

We wanted to put Anderson on the map with its magazine – setting a benchmark to others in the industry in how it communicated internally and externally – while meeting the primary goal to unite the audience. 

To do this, we chose The Hard Hat as a title – something relevant to all stakeholders while being synonymous with everything Anderson stands for.

The first magazine in April 2021 had 20 pages but pagination has grown with each issue and the latest stands at 44 pages. 



  • Following a survey of employees and contractors we estimated the magazine had an RPC of 3 with approx. 4,500 people reached by each publication in hard copy format.
  • The average number of downloads per edition has been 2,272, increasing significantly for the last two editions when we enhanced the design approach and increased content.
  • We have seen a 51.2% increase in social media followers in the last year.
  • Anderson has won multiple phases on multi-million projects with its clients in the last year – with a record turnover in 2021/22. 
  • Anderson continues to scoop dozens of industry awards – with all awards written by Satsuma.
  • The 17th Anderson Apprenticeship Scheme attracted a record number of applicants.
  • Retention stands at an average tenure of 7 years compared to 2.8 across the industry. 
  • Satsuma remains Anderson’s outsourced communications department.

“As one of the UK’s most trusted contractors and celebrated property developers, Anderson needed an expert team to work with us to devise a comprehensive communications strategy including PR, social media management, a website redesign, content review and internal communications.
“We were very clear about what we wanted to communicate and the tone of voice we wanted to use. Satsuma were the first agency we have met in the last 10 years that actually listened and did what we wanted, rather than all of the other agencies we have ever spoken to who wanted to do it in their processed and identikit way.
“Satsuma has delivered everything we required and more – and we have seen tangible results including impressive national and regional media coverage, an increase in social media engagement, a clear tone of voice across all our communications and a raft of awards.
“Our productive working relationship has also led to the creation of a ground-breaking publication – The Hard Hat – that celebrates our business successes and our people. 

“They have worked on every edition from its inception – improving and enhancing the product as we evolve and increasing pagination to include the growing number of incredible stories from our team on site to our staff in the office and from our contractors, our clients and our suppliers.
“It’s constantly praised by the thousands of people who read it and I am immensely proud of the magazine and all it stands for.”

Andrew Jay, CEO, Anderson


Hard Hat editions

April 2021 – Full 20pp The Hard Hat – April 2021

December 2021 – The Hard Hat – December 2021

April 2022 – The Hard Hat – April 2022

August 2022 – Hardhat August 2022

December 2022 – The Hard Hat final – December 2022


Meet the team involved