What we learned at PRWeek's Best Campaigns of 2015 Seminar

At PRWeek's Best Campaigns of 2015 seminar, agency and in-house heads explained the thinking behind their award-winning campaigns.

Cow PR explain why #ThePussycatRiot was such a success
Cow PR explain why #ThePussycatRiot was such a success

All speakers at the London event on Thursday morning (26 November) were winners or judges at this year's PRWeek UK Awards.

Speakers included Matt Wilcock and Jack Clothier from Cow PR, who were the creators of the #ThePussycatRiot campaign which won for Most Innovative use of Digital and Social. 

The campaign aimed to raise awareness of internet censorship and challenge the powers that restrict people's access to online content. Despite the complexity of the campaign objectives, Cow PR used the notion that "the internet is made of cats" to appeal to the general public.

Wilcock said: "Keep ideas simple, and don't be afraid of the obvious."

Nik Govier, co-founder of Unity, explained how the agency had been brought in by Marks & Spencer to amplify the brand's Christmas advertising campaign, but in fact turned the brief on its head and used the ad to amplify its social campaign.

Client budgets were a hot topic – James Gordon-MacIntosh, managing partner at Hope&Glory, discussed the differences between working on a big budget campaign – the Airbnb Floating House – with a smaller one aimed at increasing awareness of contactless payments for Barclaycard.

"While clients are building the case for braver work internally, having ideas that are ‘small enough that they can afford to fail’ if things don’t go quite as you’d hope can be a useful strategy to adopt," he said.

"If you’ve spent a fortune and events have conspired against an activity, the impact is hugely undermining. If the idea is small but clever, you can sometimes afford a hiccup."

Other speakers included Kat Day from Taylor Herring, Peter Bowles of Dynamo and Lisa Day from Diabetes UK.

  • Check PRWeek.com next week for video content from the event.

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