Monday,September 25 2017
Brand Bravery - Stop Talking and SAY Something

The PR landscape today: more bite-size content than anyone can chew, attention spans dwindling so fast I’d forgive you for not reading past my first line, and trends so ephemeral that we’ve gone cold turkey on them by the next week, if not the next day.

 

So how does PR engage anyone in a lasting, meaningful way?

In my opinion, it’s all about uncompromising, bold moves. Capturing intrigue and cutting through the noise is sometimes impossible if you don’t take risks. I’m well aware that the concept is nothing new or revolutionary, but I don’t think it receives enough traction, nor is the longevity of the impression it creates fully understood.

I am referring to, in part, the witty reactive pieces in social media: Mini Cooper’s response to the horse meat scandal, Charmin’s tongue-in-cheek cracks (excuse the pun) when Thor and Guardians of the Galaxy were released in cinemas, and of course Phillips and Old El Paso’s hijacking of the Suarez scandal.

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These short and sweet pieces of coverage provide significant value for the brand: a chuckle, a share, and quite likely a subconscious, favourable repositioning. On the other hand, the content that requires further engagement, that evokes a stronger emotional response, is in my opinion far more potent. Such an example might be Paddy Power’s stunt in the Amazon rainforest during the FIFA 2014 World Cup; it took guts for Paddy Power not to cave early-on with the initial negative response they received, but the risk paid-off in the end by stimulating a longer conversation and building suspense for the stunt.

Without a doubt, however, the PR piece that in my mind exemplifies this candour and bravery is Brew Dog’s press release #SorryNotSorry. Brew Dog manage to articulately and amusingly scathe The Portman Group for their condemnation of Dead Poly Club ale’s ‘irresponsible marketing’. Publicly dressing-down a powerful and influential group could have had disastrous business consequences as The Group informs retailers which brands to stock. Instead, the press release garnered significant attention on Digital News Room, Mashable, Esquire and Facebook. It helped carve out another chapter for their brand voice, and they won a huge amount of advocacy as a result.

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However, brands require critical consideration over what risks fit within their existing narrative and the markets they serve. After all, “A chasm reminds us that there is a fine line between bravery and idiocy” (Veronica Roth).

Matt Stimson / Account Management Summer Fellow

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  • ABOUT US

    Ogilvy Public Relations drives influence at scale to effect change.

    We believe that to deliver commercial value and demonstrable change, we need to drive influence at an ever increasing scale. That means we encourage bigger, simple thinking to drive better results, by fostering a culture of permissive creativity, aggressive curiosity and smart collaboration.

    Ogilvy Public Relations/London is PRCA Large Consultancy of the Year 2013 + 2014

    Ogilvy Public Relations is the Holmes Report 2014 EAME Agency of the Year

    Ogilvy Public Relations is No1 in the Holmes Report 2013 + 2014 Global Creative Index

    OgilvyPR_Logos

     

    FOLLOW US: @OgilvyPRLondon

    INSTAGRAM US AT: OgilvyPRLondon

    VINE US AT: Ogilvy PR London

     

  • WHAT WE DO

    Our core offerings include:

    • BRAND MARKETING
    • MEDIA RELATIONS
    • SOCIAL MEDIA
    • B2B COMMUNICATIONS
    • INFLUENCER RELATIONS
    • CORPORATE REPUTATION
    • STRATEGY+ PLANNING
    • CONTENT CREATION
  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 3193 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact:
    E: A.burns@ogilvy.com
    T: +44 (0) 7973673074

  • DIRECTIONS

    By Bike: 
    Dock your Bike at Milroy Walk, a 3 minute walk from Sea Containers
    By Tube:
    The nearest tube is Southwark (Jubilee Line), an 8 minute walk from Sea Containers. Alternatively Waterloo (Jubilee, Northern, Bakerloo & Waterloo & City) is 15 minutes walk.
    By Car:
    There is limited car parking near Sea Containers, if you wish to arrive by car please let us know.
    By Bus:
    There are many bus routes that operate around Sea Containers. We advise either using Google Maps or Transport For London’s journey planner to find the best route from your start point to our office.
    By Plane:
    London City Airport is only 40 minutes away via the Jubilee line and DLR (change at Poplar). Other major airports within one hour from Canary Whard are Heathrow and Gatwick.

    WORK FOR US

    Been tempted by what you’ve seen and want to be part of one of our world-class practices? To find out more on current opportunities please click here or send your CV and covering letter to Sara.Walpole@ogilvy.com