Sunday,March 26 2017
News
PR vs Advertising - a retrospective look from Matt Box, S & P Ogilvy PR

PR vs Advertising – a retrospective look from Matt Box,  S&P Ogilvy PR

The Cannes Lions have included PR since 2009, but to date no PR agency has walked away with the title. Judges have often cited that they find PR entries ‘too tactical’ or ‘lacking big ideas’. Those golden felines normally find themselves in the hands of the big integrated campaigns that cultivate media attention. Within the communications industry PR has a fantastic tradition of punching above its weight regarding ROI and effectiveness. So how come they’re being muscled out of the biggest creative stage?

Untitled

It seems that the judges find that PR agencies ideas aren’t seen as channel neutral as the Ad agencies with Lions judge Matt Neale was quoted as saying ‘We sigh in despair when we receive a brief that prioritises print coverage in the nationals. It narrows our ambition and creativity – our advertising sisters have no such baggage.’ While another judge saying that PR agencies were ‘stuck in historic structures of having one person who is the client contact, the idea generator and also the budget keeper’. But from the perspective of a PR agency, Ogilvy PR MD, and our resident @grumpyprgit Michael Frohlich said last year that “The problem for the PR category is Cannes is all about creativity. PR is about reputation management and impact and effectiveness, of which creativity is part.”

To tackle this problem, in 2013, PR Week organised a roundtable to develop a manifesto that would help PR compete on a level playing field. The plan involved…

Untitled

It’s this plan that Ogilvy PR has followed with its entries this year and here’s with claws crossed that 2014 is the year that PR finally roars loud enough.

Share on
  • 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

     

  • CONTACT US

    OGILVY PR LONDON
    Sea Containers, 18 Upper Ground, London, SE1 9RQ
    T: +44 (0) 20 7345 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact: E: leandra.carneirol@ogilvy.com
    T: +44(0)207 309 1000 

     
  • WHAT WE DO

    Our core offerings include:

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

     

  • 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
     
  • Site map

  • 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 7345 3000
    E: info@ogilvyprlondon.com

    For all new business enquiries, please contact: E: leandra.carneirol@ogilvy.com
    T: +44(0)207 309 1000 

  • 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