Creative PR roles are rare despite increasing importance

Just a third of PR teams have a dedicated person responsible for creativity, despite the growing importance of creative content across the industry.

Grand Prix: Dumb Ways to Die
Grand Prix: Dumb Ways to Die

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.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.