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A combination of 30 new clients accounting for fees of more than £3m, impressive campaigns and strong sales metrics made 2011 a memorable year for The Red Consultancy, writes David Singleton.
The Government has backed away from a ban on advertising aimed at children after the industry announced a four-point plan to protect young people from unsuitable ads.
Marketing assembled a panel of the PR industry's top practitioners to discuss the state of their sector, what the discipline has to offer and its place in the communications milieu.
By tapping into emerging trends that resonate with consumers, brands can develop even more meaningful relationships with them, stay ahead of the game and, ultimately, influence loyalty.
For brands and PR agencies to work together in the long term, it's essential to abide by a code of respect and dialogue from the off. After all, a successful business partnership is like a good marriage.
Now more than ever, the public are wise to corporate chicanery and political deceit, so brands would do well to keep their PR advisers close and be nothing but absolutely open with consumers.
Some of the most effective campaigns are those where the PR agency has been at the core of integrated activity, coming up with the timely ideas that inspire the public and media alike.
In a time of crisis, the communication of believable leadership, emotional integrity and conspicuous competence is essential. It also helps if you have built up a strong reputation in the first place.
The importance of earned media such as social networks is rising, corporate PR can no longer ignore consumers, and communities and causes are priceless - so the answer is a qualified 'yes'.
With social media the lead discipline, PR agencies are best equipped to translate a brand's online activity into real-world success, thanks to their unique insight and improved measurement methods.
