With budgets under pressure and audiences harder to reach, creativity has never mattered more. At this year’s 72Fest, one message stood out: the brands that win attention are the ones that earn it.
During Creativity in a Crunch, industry leaders from Famous Campaigns, ASDA, loveholidays and VodafoneThree explored how to make budgets work harder, defend bold ideas and stay culturally relevant without chasing every trend.
Moderated by James Herring, the panel brought together Natalie Simpson, Heather Ewens and Andi Donovan to discuss how PR can help brands cut through the noise, connect with audiences and turn creative thinking into real impact.
Making creativity work harder
One of the key themes was the importance of bringing PR into the creative process from the beginning, rather than treating it as a way to generate coverage once a campaign has already been developed. The strongest ideas often come from understanding an audience, identifying a cultural insight and finding a fresh way to turn it into something people want to talk about.
ASDA’s ‘Red Baskets Valentine’s campaign’ was one example of this thinking in action, offering a different take on the occasion in a crowded market. The panel also discussed ASDA’s car insurance campaign, which used amusingly named roads to create a playful, attention-grabbing story, alongside loveholidays’ temporary London crisp shop, inspired by the experience of trying snacks while on holiday abroad.
Both examples demonstrated how a strong consumer insight, paired with an unexpected creative idea, can give a brand a reason to stand out.
Defending big ideas and staying culturally relevant
The conversation also turned to the challenge of protecting creativity when budgets are tight and multiple stakeholders have a say. The panel highlighted the importance of understanding which elements of an idea are non-negotiable, being able to explain the thinking behind it clearly, and having the confidence to push back when an idea risks becoming diluted.
However, staying relevant does not mean jumping on every trend. The panel emphasised the importance of understanding what genuinely matters to an audience and finding a way for the brand to contribute meaningfully. As the discussion explored, lasting cultural relevance is about more than being part of the conversation; it is about giving people a reason to pay attention.
Proving the value of PR
Finally, the panel discussed the growing need to demonstrate the impact of PR. With budgets under scrutiny, it is no longer enough to report on coverage or reach alone. Teams need to ask “so what?” and connect their work back to the original objectives, showing how campaigns contribute to wider business outcomes.
The takeaway from the session was clear: effective PR is not simply about amplifying an existing campaign or chasing attention for its own sake. It is about bringing a distinctive perspective, understanding what audiences care about and creating ideas that earn a place in the conversation.
As the discussions at 72Fest showed, even in a more challenging marketing landscape, creativity can still make a big impact when it is rooted in insight, backed by clear thinking and built to give people something worth talking about.
Because in the end, brand fame isn’t about buying attention. It’s about earning it.