Advertising Isn't Dead
In marketing and PR circles you are constantly hearing prophesies of the demise of one or the other. Advertising is dead! PR is finished! It’s a little like Monty Python’s renowned parrot scene:
“I wish to complain about this parrot what I purchased not half an hour ago from this very boutique.”
“Oh yes, the, uh, the Norwegian Blue...What's, uh...What's wrong with it?”
“I'll tell you what's wrong with it, my lad. 'E's dead, that's what's wrong with it!”
“No, no, 'e's uh,...he's resting.”
“Look, matey, I know a dead parrot when I see one, and I'm looking at one right now.”
“No no he's not dead, he's, he's restin'! Remarkable bird, the Norwegian Blue, idn'it, ay? Beautiful plumage!
The debate over whether advertising is dead and PR is set to take over is one I recently presented to delegates at the PR360 summit. Although I disagree that advertising is done – predictions are that ad spend in the UK will reach £20 billion this year – I do believe that it has had to adapt to digital, whereas PR has found it to be more of a natural fit.
Kevin Roberts, CEO of Saatchi & Saatchi Worldwide, said at the IoD’s Annual Convention back in 2012 that in today’s crazy world strategy is dead, the big idea is dead and management is also dead. But that doesn’t mean marketing is dead. It just means marketing as we know it is dead.
Traditionally the ad world was obsessed with paid and owned, maximising media opportunities and activity on brand-owned channels. It gave co-creation and influencer outreach short shrift - or anything outside of the sanctity of the brand – and has thus fallen out of touch with the conversational, interactive nature of digital media that has been significantly influenced by social.
But that doesn’t mean marketing is dead. It just means marketing as we know it is dead.
That means explicit sales messages seldom work, there's no one-size-fits-all solution and provenance and the brand's values have become massively important, making PR a natural fit. Through its reliance on media relations and making connections with journalists, PR has organically recruited skills that met the need of outreach to bloggers, vloggers and influencers, and it owns this area as a result. But ad land is playing catch-up and is catching up fast.
So here’s the big idea.
It would be remiss of PR firms to rest on our laurels and not to learn from the evolution advertising is currently undergoing. We have to take note of what is happening across the pond and learn, else risk seeing the tables turn. PR is winning the race, but advertising is playing catch up. In a digital world, we have to be constantly adapting in order to survive.
Accor Hotel's Campaign Shortlisted For Drum Marketing Award
We're thrilled to announce that one of our favourite campaigns is also shortlisted in the Travel & leisure Category for The Drum Marketing Awards 2019.
We created four incredible brand moments for Accor Hotels' 'From the Heart' campaign to build their reputation for people-centred services across all their hotel brands.
Click here for the full campaign breakdown.
A WEEKEND WHERE YOU CAN BANK ON GETTING COVERAGE - EMMA ELSWORTHY & PRCA
"In reality, there are pages to fill over a weekend, regardless of whether it is a bank holiday or not." - Emma Elsworthy
Emma Elsworthy, Director of News Generation at 72Point shares her thoughts on getting coverage over the weekend, alongside thoughts from industry specialists:
Laura Elvin, Head of News, SWNS
Jane Hamilton, Senior Journalist, The Sun / News UK
Geoff Maynard, Deputy Editor, Daily Express
Nicola Adam, Publishing Editor, National World
Read the full article here.
A Night Of Sky High Thinking
Unveiling the tapestry of consumer trust, corporate social responsibility and economic realities
This week, we had the pleasure of hosting clients from top organisations such as BA, Wickes, Readdle and Smart Energy GB. Alongside a delicious dinner and some fantastic views, there was insightful conversation around our latest consumer insights we generated with OnePoll (our research arm of 72Point). You can find my top takeaways below:
Trust in the Age of AI
Artificial Intelligence (AI) has swiftly transitioned from a futuristic concept to an omnipresent force in our lives. However, alongside its proliferation comes a growing concern over trust. Recent surveys indicate a notable shift in public perception, particularly concerning image manipulation. As consumers become more tech-savvy, they are increasingly aware of AI's capabilities and limitations in altering reality.
Yet, amidst this understanding, trust issues loom large, worsened by the misuse of AI as a marketing buzzword. Companies using AI without transparency risk eroding consumer trust. The misrepresentation of AI's capabilities not only undermines credibility but also alienates consumers who feel misled. Brands bear a responsibility to educate customers about AI's reality.
Strategies such as providing educational resources and engaging in open dialogue empower consumers, fostering a sense of partnership rather than patronage.
Embracing Genuine Corporate Social Responsibility
Corporate Social Responsibility (CSR) has transcended mere philanthropy to become a cornerstone of brand identity. Recent insights underscore the growing importance of genuine action in CSR efforts. Consumers demand more than lip service; they seek tangible evidence of brands' commitment to social and environmental causes.
Clear CSR initiatives wield significant influence over consumer perceptions. Brands that prioritise authenticity in their CSR endeavors not only enhance their reputation but also cultivate loyalty among consumers. Award-winning PR campaigns often hinge on purpose-led, CSR-focused initiatives, underscoring the symbiotic relationship between brand belief and societal impact.
Sustainability lies at the heart of contemporary CSR initiatives, yet navigating this terrain is fraught with complexity. Consumers discern between genuine sustainability efforts and superficial gestures, gravitating towards brands that demonstrate a sincere commitment to environmental stewardship. Brands must transcend mere box-ticking exercises, embracing sustainability as a core ethos rather than a fleeting trend.
Consumer attitudes towards CSR initiatives are nuanced, shaped by socioeconomic factors such as the cost of living. Despite financial constraints, consumers increasingly prioritise brands that align with their values, underscoring the pivotal role of CSR in purchasing decisions. Brands can bridge the gap between aspiration and reality by making CSR efforts tangible and relatable, fostering meaningful connections with local communities.
Navigating Economic Realities and Sustainable Choices
In the realm of consumer economics, sustainability appears as a pivotal consideration. Motivated by environmental concerns, individuals grapple with the complexities of balancing social good with financial constraints. While sustainability is a compelling factor in buying decisions, economic realities often dictate choices.
The allure of cheaper products presents a formidable challenge to brands striving to incorporate sustainability into their offerings. Consumers weigh the tangible benefits of cost savings against the intangible allure of sustainability, posing a conundrum for businesses looking to effect change.
In conclusion, the interplay between trust, CSR, and economic considerations shapes the contemporary consumer landscape. Brands that navigate these dynamics with integrity and foresight stand poised to not only survive but thrive in an ever-evolving marketplace. By fostering trust, embracing genuine CSR initiatives, and navigating economic realities, brands can forge meaningful connections with consumers, transcending transactional relationships to cultivate lasting loyalty.
This was the first in a series of executive dinners we’ll be hosting throughout the year. If you’d like to join me at the next one, drop me a line at james.coleman@72point.com.
PRWeek Top 150 - Our Story
72Point has become synonymous with news generation thanks to its ability to put brands at the heart of national conversations.
It’s unique position as a PR consultancy with journalistic talent at its core has helped the agency punch above its weight.
The firm’s offering has evolved substantially which has culminated in its inaugural entry into PRWeek's Top 150 PR Consultancies list in 2018 - coming in at number 54.
At the heart of the company is a creative team of former journalists and editors with an enviable understanding of the media landscape. They are able to help brands with guidance on both campaign ideas and content copy, this has proved integral in removing the risk from earned media, with guaranteed coverage now a staple of the agency’s offering.
72Point’s dedicated and growing digital team was recently shortlisted for the PRCA’s in-house Digital Team of the Year and works to maximise the impact of client stories across online channels. Last year the team achieved 5,269 pieces of online coverage for their clients and 635,000 social shares.
Recent wins for 72Point have included a project for online parenting community Channelmum. The firm's creative handling and media distribution services boosted Channelmum’s story on the ‘gender price gap’ around the difference in price of clothes from boys to girls.
The Digital Outreach team landed 170 pieces of coverage and five top 10 national news sites, generating a public conversation around the issue of the “pink tax”.
Other wins this year included an integrated campaign for Heathrow Express. 72Point’s content marketing team created a visual puzzle that challenged the public to spot a train going in the opposite direction to the others in a busy setting. The puzzle, which achieved both print and digital coverage, provided the client with an asset that attracted people to their new site and promoted the rail link’s high-quality service and reliable 15-minute journey time. The project achieved 769 social shares and an online readership of over one billion.
For Healthspan, seeking national news coverage to support their ‘Live Long You’ campaign, 72Point conducted a survey which elevated Healthspan’s key messages centring around the idea that great health starts with good nutrition and eating well, to a national scale, landing in over four national publications and achieving both digital and print coverage.
A digital revolution
Alongside its creative and distribution work the agency has comprehensive digital and social media services. With international offices and an increased headcount, the firm is working alongside some of the biggest brands and most dynamic SMEs in the country.
72Point’s Managing Director Chris Pharo, says: "The last few years have seen a remarkable transformation at 72Point.
We have evolved from a one-stop-shop for news gen into a creative content powerhouse with several services to complement our unrivalled distribution.
"It is our sincere hope that these will continue to flourish over the next year as we work with more exciting brands and develop national campaigns that solidify our position as a market leader for compelling news generation and exposure in the media."
72Point’s biggest asset is its proven track record, according to Pharo “Our projects have a 100% success rate, delivering an average of 27 pieces of coverage, 460 social shares and 1,327,962 impressions per project.
"We have generated national media exposure for household name brands, including Sky Mobile British Airways and National Express and have advanced the reputation of some of the country’s most promising start-ups and SMEs with creative content and targeted media exposure.
"As a result, we have cultivated our offering, expanded our client base and achieved sustained growth through our sales, achieving new record figures on a consistent basis for the past two years. And as far as we’re concerned, we’re only just getting started."
72Point Wins First Campaign Award
We are proud to announce that 72Point scooped the gong for Best Use of Paid Media at yesterday's PRCA Digital Awards, with our Ben Stokes: Welcome to Manchester campaign with our good friends at Ladbrokes.
The judges praised the project's "strong results from a very simple and effective campaign."
This is our second major industry award and the first for a single campaign. and we look forward to competing for many more honors in the future.
72Point Welcomes Back Jay Williams
72Point welcomes back Jay Williams, former Head of News at Freuds, as Director of Strategy.
72Point is a top 20 consumer agency that provides unique creative and unrivalled distribution for some of the biggest brands such as, British Airways, Virgin Media and Sky.
Williams was one our founders back in 2001, before joining PR behemoth Freuds. 72Point has enjoyed consistent 30% growth in the last two years, debuting in the PRWeek Top 150 list in 2018 at number 54.
He said: “It’s great to be back. It’s a very exciting time to be rejoining, with 72Point making its debut in the PR Week Top 150 and in the top 20 consumer agencies.
“They’ve punched above their weight for some time, but much of their work has gone under the radar. It’s good to see them where they belong – rubbing shoulders with the big players.
“We will be making more key creative hires in the coming months.”
Once synonymous with News Generation in the PR industry, we are taking huge strides to diversify its offering across Broadcast PR, Content Marketing and Social Media Outreach. Williams is one of our biggest recent hires, with Former Royal Correspondent for The Sun and owner of Zest PR, Duncan Larcombe, joining in April 2018 as Consumer PR Strategist.
As part of SWNS Media Group, which has a 40-year heritage in the UK press industry, 72Point continues to harness the power of its strong media connections with top UK national news publications including The Sun, MailOnline, Telegraph and the Independent as well as high-volume news sites UNILAD and LadBible.
Chris Pharo, Managing Director said: “We welcome Jay back to the company with open arms. His boldness, insight and clarity of thought will help us drive the strength of our creative and open up new and exhilarating opportunities for our clients, taking our offering to the next level.”
72Point Retains It's Place In The PRWeek Consumer Rankings
By Chris Pharo
I am absolutely delighted to see us remain in the top 15 UK consumer PR agencies, according to the PRWeek Top 150 list.
We've also gone up one place from 48th to 47th on the general Top 150 list.
I'm proud that we've retained our status in the industry, consolidated the team, delivered work for so many brands and other top 50 agencies - and now have a new offering in PLAY.
2020 will be the year we demonstrate our fortitude and flexibility as we adjust to the new normal.
72Point one of the fastest growing PR agencies in the country
72Point has been ranked as one of the fastest growing PR agencies in the country following another stellar financial year.
Continuing to deliver quality campaigns for our clients on a consistent basis 72Point went from strength-to-strength last year, adding to and refining our wealth of services as well as expanding as an organisation and reaching a number of important milestones along the way.
We ranked as the ninth fastest growing PR agency in the recent PRWeek listings, epitomising the dynamic year we’ve had. And we don’t plan on slowing down any time soon. This achievement is down to a number of crucial innovations we have made to enhance our team and ensure we are able to expertly provide creative solutions to some of the nation’s biggest brands, with our team members showing a commitment to constantly innovate, evolve and adapt to an ever-changing media landscape.
We also jumped up five places on the consumer PR agency rankings from 19th to 14th on PRWeek’s B2C benchmark, cementing our position as one of the nation’s leading providers of engaging market-leading stories. We specialise in connecting brands to the audiences that matter the most to them, with unrivalled knowledge of the best platforms to reach them. Take a look at some of our work here.
When it comes to the overall PRWeek Top 150 list, we’ve climbed 6 places into the top 50 to number 48. News generation has this year stepped out of the shadows to become an increasingly valued PR discipline, with 72Point uniquely poised to deliver campaigns that cut-through media noise and tap into the news agenda.
2019 is already off to a flying start, with the team celebrating our first major award win, scooping the PRCA In-House Digital Team of the Year Award and getting the ball rolling with smashing campaigns for clients including Volkswagen, Sky Mobile and Lyst.
We’re all looking forward to another action-packed year with many more achievements to come!
72Point On Top of the World With Borne Charity
April 24 2018
72Point is proud to support the Borne Charity who took us all the way to the North Pole in their recent Arctic challenge.
Their fantastic team has raised over £750,000 for new research to prevent preterm birth.
We supported them with high-quality media exposure and interviewed Hollywood actor Alistair Petrie who shared his experience of premature birth.
To learn more about Borne Charity and their research to prevent premature birth visit their website here.