The finding coincides with this week’s Cannes Festival of Creativity, in which the PR Lions Grand Prix was won by an advertising agency for the fifth straight year since the category’s creation.
Research by PRWeek and Marlin PR, which surveyed more than 200 agency and in-house staff, found that while 80 per cent considered that creativity had grown in importance compared with previous years, only 33 per cent said they had a position responsible for creativity.
McCann Melbourne took the top award at Cannes for its ‘Dumb Ways to Die’ for Metro Trains, but a strong UK showing highlighted the progress being made by PR agencies.
Golden Goose PR and Weber Shandwick both picked up a gold Lion each, and Weber a second bronze.
Edelman London picked up two silvers, and The Brooklyn Brothers two bronze. Bronze Lions also went to Clarion and Ketchum UK as part of One VoiceConnect, an Omnicom group retained by Philips.