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Opinion: How award wins help build a PRable brand story

August 13, 2018/in PR Tips /by Guest Contributor

Antonia Goddard, marketing and communications executive at Product of the Year, explores how brands can leverage winning an industry award.

Antonia Goddard

In the age of instant digital celebrities, Love Island gossip, clickbait and fat-busting secrets, there’s more competition than ever to grab a few column inches, never mind a headline.

Journalists are time-pressured, so we condense our pitches into a few punchy tweet-length sentences in the hope of capturing their interest. It’s easy not to play the long game, but building a really robust story with multiple facets is always going to be PR gold.

For brands, innovation is all about meeting consumer demand, capturing shoppers’ imagination and demonstrating thought leadership. Sometimes, a radical new innovation launches and dazzles the consumers; other times, weird and wacky line extensions are more inclined to sparkle on Instagram feeds.

Either way it’s a win for the brand, as they grow sales and shopper interest with each new product. Often these new innovations provide valuable content for the media, however, without working these into a bigger story anything beyond product placement is unlikely.

As W’s Sean Allen-Moy said last month: “You’re going to have to work hard and smart to get your new flavour of peanut butter some broadcast coverage.” After all, what’s so exciting about announcing a line extension or that you’ve created a bigger pack?

The power of winning an industry award

One of the best ways to turn innovation into a story – and grab the associated coverage – is winning an award. Many product awards secure their own PR coverage, plus it gives you a conversation piece to promote across your own channels and impress influencers.

Also, when your award is backed by the votes of over 10,000 people – like Product of the Year – focusing exclusively on the most innovative products on the market, then you’ve got a story you can sell.

On top of this, brands that win awards are more likely than not to see uplift in sales. For example, our award winners report an average sales boost of 10-15%, with some seeing increases of as much as 135%. Now, which client doesn’t want to hear ideas that will directly impact sales?

Awards are often-underrated powerful PR and promotional tools. Not only do successes generate coverage for winners across the top consumer, trade, and digital titles, but it gives a brand the most important thing of all in PR – a story to tell.

Research from Nielsen illustrates that consumers are most likely to buy products recommended by a third party. Award wins, particularly those like Product of the Year where the results are based on a public vote, are the best form of third-party recommendation.

So, if you haven’t already, find an awards ceremony which suits your brand to reap the benefits of having an “award-winning” product.

To find out out more about the power of winning industry awards, download this Cision white paper on the subject by filling out the form below.

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60 Seconds with Heavyweight Sports’ Adam Roland

August 10, 2018/in Interviews /by Alister Houghton

Adam Roland, founder of Heavyweight Sports, discusses why he left talkSPORT to set up the agency, its new Pound for Pound content arm and his favourite PR stunt.

What made you decide to move from talkSPORT to set up Heavyweight Sports?

Whilst at talkSPORT we discovered that traditional agencies would operate in their own sports, media or PR bubbles and campaigns would often be created independently of each other.

We realised there was a potential gap in the market for clients to fuse what they were doing in sport and media and we could bring these separate areas together to create holistic narratives and campaigns for our clients.

Why sports PR, content and sponsorship?

These three areas are often inextricably linked and, when executed well, complement each other. Heavyweight creates engaging content that often amplifies a clients’ sponsorship and/or brand campaigns, engages viewers and leads to positive media coverage.

Flipping it on its head, Heavyweight Sports also tells exciting, inventive brand stories that can stand alone in their own right, and by producing engaging content our clients’ PR is further amplified.

You’ve recently set up content arm Pound For Pound, what was your thinking behind this and how does it go about producing content?

We were creating more and more content work with Rose D’Or winner Myles Jenkins. Myles is an amazing ideas man, he’s a really creative producer and a top bloke, which is obviously important!

Myles’s expertise in creating content and programming that sports fans want to consume and share is second to none and we were producing so much content it seemed to make sense to set up a standalone division.

We can create client content from conception to completion, like having jockey Ruby Walsh jump his horse over a moving car for Paddy Power or Matt Le Tissier taking penalties against a German robot goalkeeper.

Equally, we work on a consultative basis for various clients advising on how best to produce and distribute content. Clients’ sponsorship often has lots of unused collateral which, when used in a creative manner, we are able to use to maximise their sports sponsorship spend.

One of your offerings is creating sports brand ambassador programmes, what should brands take into consideration before embarking on such a programme?

Brands should ask themselves what they want to get out of a partnership with an ambassador. From there they can identify potential candidates that reflect their brand values and enhance what the brand stands for.

Once we’ve also managed what the client’s expectations and requirements are, we can identify who might be the ideal candidate and start maximising a partnership.

Clients can certainly make some real noise across traditional, digital and social media when they have a strong ambassadorial campaign that all parties buy into.

There is a growing trend for brands to take stances on issues and change their industries, is this also the case with sport?

Absolutely, I think we’ve seen many brands work to improve and enhance the culture of various sports. With the ever-growing issues of governance, accountability and feeling of being taken for granted by sports bodies, brands should be on the side of their customers and there are some really exciting opportunities for them to improve the sporting environment whilst also enjoying tangible brand benefits.

We helped put together the strategy and partnership between Stonewall and Paddy Power for LGBT diversity and equality in the Rainbow Laces campaign. We also have the pleasure of working with Skins, who have been hugely influential in helping create probity and best practice amongst a variety of sports bodies.

How do you look to measure your comms output?

Our clients often know when the campaigns have worked due to mapping campaigns against an uplift in traffic, registrations or purchasing – sometimes that measurement can surprisingly be forgotten in PR.

At other times campaigns are for pure media coverage or brand awareness terms and our recent work with Sky Bet and Geoff Hurst was an example of that.

Sir Geoff underwent a DNA test to prove his English heritage, after thinking he might be German – it was national front page news, carried in numerous other media and sports fans were discussing on social media. Job done. We also use the usual tools in between those two extremes to measure the work.

Finally, Heavyweight Sports is known for producing ambush marketing stunts, which of them is most memorable?

We’ve done loads, from Green Haired Tongans in The Rugby World Cup to Downhill Ghanaian Skiers in the Winter Olympics but probably our most famous was Nicklas Bendtner’s pants.

The Danish and then Arsenal marksman dropped his shorts to reveal Paddy Power branded underwear during the 2012 European Championships. It caused a massive stir and subsequently UEFA and FIFA have tightened up a variety of rules and regulations. But we’re always up for a challenge!

PR news round-up (6-10 August)

August 9, 2018/in Industry News /by Alister Houghton

Here’s a round-up of the week’s top PR news, featuring Don’t Cry Wolf founder John Brown, Grifco’s acquisition and new senior appointments at Headland and MWWPR.

CommsCon

Cision is thrilled to announce that industry heavyweight Sir Craig Oliver, David Cameron’s former director of communications, will headline as CommsCon’s guest keynote speaker.

On a day full of discussion about the changing nature of the comms profession, he will explore how governments, businesses and institutions can develop strategies to manage the compressed, 360-news cycle and cut through the echo chamber of social media.

The full agenda and outline of this unmissable comms congress can be found on our dedicated site. Register for tickets by clicking the button below.

Account wins

The Raspberry Pi Foundation has appointed AprilSix Proof as its first ever strategic comms partner. The agency will initially focus on expanding the uptake of the charity’s mini computers in B2B markets and exploring new consumer routes through integrated campaigns in multiple territories.

Global digital connectivity rating scheme WiredScore has appointed FTI Consulting as its new retained corporate comms adviser. The agency will support WiredScore’s expansion in the UK and Ireland by raising its profile and assisting with its developing proposition.

The Maldives PR and Marketing Corporation has selected GEC PR to handle its PR, marketing and trade activity. The brief encompasses managing all media relations, press trips and events as well as supporting social media activity.

Jargon PR will deliver a focused media relations campaign to raise the profile of international specialist distributor Modus Brands.

Ocean Healthcare has appointed Nobull Comms to handle PR around the UK launch of its Proceive fertility supplements range.

Mortgage franchise network The UK Adviser has appointed Peppermint Soda to handle its national launch, as well as branding, website and ongoing marketing efforts.

Carver PR will handle PR activity for children’s author, songwriter and musician Tom Fletcher.

Sparkling water brand Sparkling Ice has appointed instinct to launch its new pink grapefruit flavoured drink in the UK and Ireland.

Ashley Black, founder of FasciaBlaster, has appointed The PHA Group to manage the brand’s UK launch and implement an educational comms strategy.

Alcohol-free brewery Nirvana Brewery will work with Meri Mance PR to launch the brand’s latest craft beer and establish it as the leading producer of alcohol-free beer.

People news

Headland has hired current head of strategic communications at 10 Downing Street, Ben Mascall, as a director. He will assume the role in September. The consultancy has also appointed Gabriel Huntley as associate director and Harriet Beaumont as account director.

MWWPR has promoted Rebecca Blinston-Jones to UK managing director. Current MD Paddy Herridge moves into the role of chairman, where he will take on the added responsibility of developing the agency’s European network.

Beattie Communications has hired a number of new members to its integrated PR team. Lizzy Bramley joins as a senior account executive, Carina Everest has been appointed as an account executive and Shaun Leinster and Hannah Turner have been hired as graduate PR assistant.

Zlata Rodionova has left her role at The Sun Online to take up the position of communications manager at The Laboratory Photography Studio and Events Space in Clapton, London.

Peppermint Soda has appointed Jade Hayman as account director and Will Lloyd as digital project director. The pair will oversee the agency’s new The UK Adviser brief.

Agency news

MMGY Global president and COO Chris Campos with Grifco founder Claire Griffin

Integrated travel and hospitality marketing company MMGY Global has acquired sister companies Grifco and Ophir PR. Both companies will become part of MMGY Global’s London operation.

The PHA Group has launched a dedicated blockchain service – PHA Blockchain PR – to support entrepreneurs and businesses wanting to make their mark in the sector. The division will focus on everything from initial coin offerings to mainstream brand positioning.

Australian consumer PR, social and influencer agency Adhesive has launched offices in the UK. The firm has appointed former Fever board director Lucinda Pride as its UK managing director.

CIPR news

The CIPR Greater London Group will kick-off its annual lecture programme in September with a discussion about the ‘London brand’ and how the capital is being promoted on the world stage.

Laura Citron, CEO of London and Partners, will deliver an exclusive Cision-sponsored guest lecture, which will take place at Prince Philip House on Thursday 27 September at 7pm.

Tickets and further details about the event can be found here.

Opinion: Why non-execs are PR’s bridge into the boardroom

August 9, 2018/in PR Tips /by Guest Contributor

Scott Addison and Tal Donahue, board director and senior account manager respectively at Infinite Global, argue that communicators should build relationships with non-executive directors to get their voice heard by the board.

Tal Donahue

Given the speed at which reputational issues have risen up the corporate agenda over recent years, the arguments for PR to have a voice in the boardroom have continued to grow louder and more vociferous.

But change has been slow in coming. One of the key reasons for this may be because the PR industry often finds itself stuck in the siloed world of communications, rather than embedded within broader commercial and business issues.

The latest CIPR State of the Profession report reinforced the issue: Two-thirds of responding recruiters said they are looking for “business acumen” in senior hires, but fewer than a third of PR pros rated their own abilities and knowledge in that particular area.

Tackling this knowledge and expertise gap is a critical issue for the PR profession – from individuals seeking to upskill and education providers, to agencies themselves and the industry networks. One aspect of the solution may have been hiding in plain sight for a long time.

New research we undertook with the Non-Executive Directors Association – The Independent Voice: Corporate Reputation and the Role of the Non-Executive Director – aims to start the conversation about bridging the gap between non-executive directors and PRs and shedding light on the role non-execs can and should play in corporate reputation management.

Non-execs understand the landscape comms professionals are dealing with. In the survey, they were almost unanimous (90%) in the view that media, public and stakeholder scrutiny of business had increased in the last five to 10 years, and 90% said they expected corporate reputation will be discussed more at board meetings in the same time frame.

At the same time, non-execs have spotted gaps in how corporate reputation is managed, with 66% believing companies could do more to actively manage and protect their reputation.

Non-execs working with PRs

Non-executive directors, with their independent voice at board level have an important, but not yet fully realised role in reputation management.

They also, however, offer an opportunity for corporate comms professionals to bridge the gap when it comes to broader commercial skills. Our research found that PR professionals are very often a non-execs’ first port of call when advice on reputation is needed, but how far does this exchange flow the other way?

The non-executive director community – with expertise squarely in other areas of business, such as finance, risk and governance – offers a significant opportunity for PRs to learn from proven business leaders with independent voices at board level.

There are many potential routes for PRs to explore and pursue, some of them quite painfully simple. Networking with them at one of the myriad events catering to their community, building bridges to your company’s own non-execs (whether that’s a corporate or an agency), or embarking on the path toward taking on a non-executive directorship or charity trustee role yourself can all do wonders for opening your mind and broadening your skill set.

Tomorrow’s (and indeed today’s) comms professional must be as much an astute commercial adviser as one skilled in the art of storytelling and media relations. PRs should follow the lead of corporate boards and realise the full value of the NED as key voice in the reputation management agenda.

Then, perhaps, we’ll finally start to see the industry have its long-desired seat at the top table.

Main picture: Scott Addison

PR Case Study: Speed – Pitch Perfect for Pawchestra

August 8, 2018/in PR Case Studies /by Alister Houghton

Speed used the idea of a classical music designed for dogs to help promote dog nutrition brand EUKANUBA’s new lifelong wellbeing messaging to its key target audience at Crufts.

Campaign: Pitch Perfect for Pawchestra with EUKANUBA
Client: EUKANUBA
PR Team: Speed
Timing: March

Summary

Speed looked to leverage EUKANUBA’s new brand positioning focusing on lifelong wellbeing for both dog and owner by discovering whether classical music has the same relaxing effect on dogs as it does on humans.

The result was A Dog’s Tale, an original score of classical music created using the number of beats per minute that replicated a dog’s resting heartbeat. EUKANUBA’s veterinary expert came together with a canine focus group to reveal a 22% reduction in heart rate after listening to the piece. Following this test, Speed then helped launch the soundtrack at Crufts.

Objectives

Raise awareness of EUKANUBA’s new brand positioning which focuses on lifelong wellbeing for dogs through advanced tailored nutrition
Engage EUKANUBA’s target audience of ABC1, male/female dog owners aged 31-50 years through a campaign that builds brand advocacy and drives sales
Drive widespread media coverage and social engagement to raise awareness of EUKANUBA’s involvement at Crufts

Strategy and implementation

Speed’s plan was to tap into the nation’s pet loving reputation, with the activity designed to use the relationship between humans and dogs to build emotional connection with its target audience while communicating EUKANUBA’s ‘lifelong wellbeing’ message.

With classical music proven to reduce the heart rate in humans and create a relaxing experience, the agency wondered if the same be said for our canine companions?

Working with classical composer Iain Jackson, the team developed an original piece of music aligned to the beats per minute of a dog’s resting heart rate. The performance debuted at Crufts with a 10-piece string ‘pawchestra’ to help EUKANUBA stand out from competitors and drive footfall to its stand, supporting sales and communicating the core message.

Speed developed a behind-the-scenes video showing the creation of the score together with the reactions from a canine focus group to generate visual engagement. The video included shots of the dogs staring lovingly and sleepily into their owners’ eyes to create a “goosebump” moment.

The performance was amplified by an exclusive live feature from Crufts with Alan Carr and Clare Balding on Channel 4, followed by radio interviews and national news to achieve coverage which raised awareness of the campaign across new audiences.

Crufts visitors could enjoy live performances on the EUKANUBA stand while a veterinary expert communicated the ‘lifelong wellbeing’ messaging with on-the-spot prizes awarded to anyone who shared the activity on their social channels.

Given word-of-mouth is one of the most powerful influences for EUKANUBA’s target audience, Speed also invited high profile pet influencers – the famous dogs of Instagram – to Crufts to meet the ‘pawchestra’.

The influencers were involved in one-to-one interviews with EUKANUBA’s veterinary expert, which leveraged its highly engaged audiences to bring new people into the brand. This was coupled with a robust social and digital strategy to encourage sharing of content and referrals to the website.

Results

The campaign results delivered against objectives by raising awareness with widespread media coverage, delivering audience engagement through social media results and widening the brand’s audience illustrated through spikes in website referrals and traffic.

Driving brand awareness:

Exclusive TV interview live from Crufts with Clare Balding and Alan Carr on Channel 4
Print exclusive with The Times – whose readership is aligned with the campaign’s target audience – followed by wider national coverage
Interviews with BBC Radio and Classic FM
Some 68 pieces of media coverage, with a readership of over 450 million

Increasing engagement:

Over 5,000 plays of A Dog’s Tale soundtrack
Spike in web traffic of 87.6% on the day of launch at Crufts
A 13.4% increase on time spent on the EUKANUBA website
Referral web traffic more than quadrupled
Over 55,000 impressions and almost 40,000 reach on Facebook
Over 17,500 video views on EUKANUBA’s Facebook page

Picture credit: Flick.digital

Opinion: Communicators must help promote health data sharing

August 7, 2018/in News Analysis /by Guest Contributor

Catherine Desmidt, associate director and head of the health practice at Hotwire, argues that communicators must help health practitioners explain how data sharing benefits patients.

Stories about data and how it is used or abused are consistently in the media. Big technology companies are being held to account over the security of data, whilst we, as consumers are being advised to be more cautious about how we share our data.

When it comes to health data, the issue is even more contentious due to the fact the information is incredibly personal and unique to us. However, unlike data about how we shop, travel or spend, sharing health data has the ability to lengthen and improve the quality our lives, be it through disease prevention, faster diagnosis, or better and more precise treatment.

Unfortunately, there have been a wave of negative stories about the use of health data. The care.data scandal in 2014 damaged public trust, leading to severe set-backs to the public’s willingness to share it.

Electronic health records (EHRs) have been slow to implement across the health service and doctors are still trying to work out how best to use all the unstructured data we have from new consumer devices such as health trackers and monitors.

The health data revolution

It does feel like change is coming; the new health secretary Matt Hancock recently pledged to invest more in digital health and we’re seeing new studies published around the use of data in hospitals – with positive effects.

From a communications perspective, we have a duty of care to the health industry. There are some fascinating success stories relating to data that need to be told, but framed in the correct way.

Despite the backlash, sharing data in the right way is something that will drive new discoveries and solutions in health. It will lead to better preventative care, faster drug discovery and a more joined up approach to patient care.

Companies like Benevolent AI use artificial intelligence to redefine how scientists gain access to, and use, all the data available to them to drive innovation and faster drug discovery. Other larger organisations like Roche are investing in companies who specialise in cancer data to better understand genetic patterns.

Communicating the benefits of data sharing

But even looking at data sharing in its simplest form provides benefits; for example knowing that the information your GP has about you is available to a hospital if you have to be admitted in an emergency, is crucial for better patient care.

If patients understand why it is important for them to share their data, and the message is communicated in an informative, transparent and positive way, it could help to rebuild valuable trust and lead to a more effective health system for us all.

We are constantly bombarded by negative NHS stories, and there is no doubt there are plenty of tough issues to be addressed and problems should be dealt with quickly. But, there are also stories about exciting technologies that we should be championing to encourage the spread of technological innovation and digital discoveries in the sector.

As communicators we have an important role to play in the future of the NHS and the wider health system.

London and Partners’ Laura Citron to discuss London’s ‘brand’

August 6, 2018/in Industry News /by Alister Houghton

The CIPR Greater London Group will kick-off its annual lecture programme in September with a discussion about the ‘London brand’ and how the capital is being promoted on the world stage.

Laura Citron, CEO of London and Partners, will deliver an exclusive Cision-sponsored guest lecture, which will take place at Prince Philip House on Thursday 27 September at 7pm.

She will outline comms messages about the capital which resonate with different audiences, while also explaining how attendees can leverage, amplify and utilise these messages as part of a collective effort to support its reputation as a leading global city.

As well as the lecture itself, there will be an opportunity for those in attendance to network both before and after the session.

Tickets and further details about the event can be found here.

60 Seconds with Aduro Communications’ Natalie Luke

August 6, 2018/in Interviews /by Alister Houghton

Natalie Luke, founder of Aduro Communications, explores the importance of measuring PR output to business objectives, the entrepreneurialism of ex-Shine staff and the importance of flexible working.

You, like a number of others, set up an agency after working at Shine. What is it about the agency which gives staff confidence to build their own business?

Shine bred a strong culture of entrepreneurialism. We were given a huge amount of opportunity to stretch our wings and learn how to run our own mini businesses within the structure. The agency put people at the heart of its business allowing, every individual a voice to evolve and grow the agency in their own way.

Rachel Bell, Shine’s founder, was very transparent about every element of the business helping us to learn quickly about every facet of agency life and what was required to make it a success. The energy within that agency was incredible and inspired many of us to feel like we could start something of our own.

A big part of that confidence came from Rach as well. She is one of the most prolific and successful entrepreneurs in our industry, if she says you can do it, then you start to believe that maybe you just can!

What has been the most challenging part of creating Aduro?

Building our own brand profile with such a disparate route to market within our own marketing press. So many different awards and opportunities exist now and ensuring cut-through as a younger agency is hard to achieve. We are challenged in our own industry in a similar way to the brands we work for are.

Aduro has built a client list of household names, including Mr Men and Spar. How are you able to attract household names as a smaller agency?

Some 80% of our business growth has come through client referral. The extent to which clients are behind us as a business is something we are really proud of. We have built our reputation on always delivering against promises and most importantly focusing on commercial results wherever possible.

Clients like to know you will put your money where your mouth is and to deliver what you said you would. They like the energy and passion that has come from us working on young challenger businesses and want us to apply that mentality to deliver results for them.

Our case studies are packed with insight and data showing how we have influenced the bottom line and testimonials from our clients to support this. We always invite new names to speak to our existing clients to hear from them directly what we can deliver.

What has been your biggest success?

Our founding client was BEAR, the healthy snack brand for kids, no-one had heard of them when we took them on and their commercial director attributed 89% of their growth in one year to the work we had done for them (they went on to sell for over £70m!).

His testimonial played a key role in us being PRWeek’s Highly Commended Best New Agency, which really helped take the business to the next level. Nearly every piece of new business that walks through our doors asks about our work for BEAR, whether that be FMCG or one of the other sectors we work across.

We now deliver award winning campaigns across FMCG, fashion, tech, sport, retail and e-commerce brands and we are very proud that solving client problems no matter which sector they work in is our goal.

You introduced flexible working and other policies to address work/life balance upon founding Aduro, how important do you believe these are to the agency’s growth?

I am a mum of two young girls and it never ceases to amaze me how inflexible our industry has been. It makes absolutely no sense to lose great talent to maternity/paternity leave and not provide individuals with a robust flexible working offering when they return and ensure that great senior talent stays within the business and inspires the next generation.

I believe that is fundamental to successful agency growth of the future. It also adds an element of freshness to the working environment with different senior faces in at different times. Work/life balance generally is crucial to our 88% staff retention rate. When people get bored, fed up and burnt out they leave….it is in no-one’s interest to allow that to happen.

How important is measurement of your work against demonstrable objectives?

Vital. You have to be able to have open and clear discussions with clients to agree what success looks like at the start of your relationship and a key part of this is understanding their business objectives. The next step is building a robust measurement framework to ensure we can show the commercial value of a strong PR campaign.

We were recently rewarded by AMEC, the leading international association for the measurement and evaluation of communication, for delivering the most effective consumer PR campaigns. It was a milestone in our business to be rewarded on a global stage for our fresh thinking and approach in this area.

Finally, what does the next year hold for Aduro?

We are celebrating our fifth year and are in our strongest place yet as a business with an incredible roster of fantastic clients and some of the best talent in the industry working with us.

We want to continue to inspire a culture of entrepreneurialism within the team, harnessing this passion and energy to grow our business in the digital, social and content management space, as the lines become increasingly blurred between comms specialisms.

My priority will be to ensure we continue to be a loyal and trusted agency partner to our clients and continue to reward staff against their own personal goals and motivations.

Opinion: How creatives can stand out in a data-driven world

August 3, 2018/in PR Tips /by Guest Contributor

John Brown, founder of Don’t Cry Wolf, passionately defends the need for creativity in comms and argues that data will never trump instinct when it comes to producing PR campaigns with cut-through.

“I’m more of a creative scientist than just a creative”. This was a phrase I overheard being belched out at a recent industry drinks reception. Ignoring the unctuous tone for a moment, this statement summarises the way the industry views creative work.

It’s no longer adequate to have a great idea. Now, to be taken seriously, your creative idea should have a platform of rich and delicious data. As you express your idea, your face must show the wrinkles of someone who’s devoted an unreasonable amount of their life undertaking impossible mathematic equations.

All this, so that you can tell your client or boss that it might be worth sailing something down the Thames.

Now, before I’m served a cease and desist from whoever is banging the data-led drum, allow me to first lay out my stall.

Data is meaningless. Insight is valuable.

Most sentient beings can find data, fewer can identify (or even define) insight. Creative ideas built on insight are clever. The kind of clever that makes me look for a way to see if I can tenuously claim some involvement in the idea to impress my wife.

The problem the industry has is that it cannot work out whether it’s championing data, which would be a bit of a naff quest, or insight, a far nobler endeavour. In this pursuit to sound intelligent, the industry also neglects one of the finest assets a practitioner in the creative industry has. Their gut.

Ladies and gentlemen of the communications industry jury I put it to you; there’s nothing wrong with a campaign built around a creative idea that just feels really cool.

Yet in this hyper-informed world where a Google search can spurt out data that 40 years ago would have cost most agencies their lunch money for the year, people can have their ideas dismissed for not being based on ‘evidence’ (another wonderful word that means different things to different people).

So, to end, I thought I’d provide a quick guide to navigating your way around this new frontier of creative scrutiny, which I hope will prove useful in both preserving sanity as well as creativity.

Know the difference – knowing the difference between data (raw numbers), information (data that’s been organised to provide more meaning) and insight (the eureka moment when information is overlaid on context). Once you can tell the difference it’s far easier to know what you’re working with and also to help explain to the new age boffin in the room that what they have is a number, not an insight
Hypothesise first – while undoubtedly one of the biggest opportunities lies in the perfect marriage between insight and creative ideas, starting from the perspective of ‘I must find data’ can quickly snuff out any spark of creativity. Instead start from the perspective of ‘wouldn’t it be amazing if we did this’ and see if you can find the insight to support it. If you can’t it still might be a great idea!
Go for the heart – there’s one thing that will trump data, information and insight. Emotion. If you know you’re onto something magical, but just don’t have the evidence to prove it, focus on capturing the heart. If your CMO is emotionally bought into an idea, the need for a scientific approach suddenly becomes far less important.
Be brave – If you feel you have that killer concept, go with it, it might just be the winner you’ve been looking for.

To discover more about the delicate balance needed between creativity and data in communications, download Combining art and science in creative communications by filling in the form below.

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PR news round-up (30 July – 3 August)

August 3, 2018/in Industry News /by Alister Houghton

Here’s a round-up of the week’s top PR news, featuring account wins at The Lifestyle Agency, Eulogy’s new MD and Authentic Ibiza PR’s expansion.

Thought leadership

Kajal Bakrania, founder of Just Sawse, explores the cycle of influencer marketing and the ways which brands will need to secure their services as the sector evolves.

Interviews

Adrian Wells, director of marcomms and ticketing for the Cricket World Cup 2019, discusses the local organising committee’s strategy to promote next year’s tournament.