OPINION: Ads can't afford to ignore role of PR

Those with unscandalous stories to tell for clients will have been depressed to see the latest Ads That Make News survey. The research says that the Honda Cog ad became the most newsworthy marketing device of the last quarter, at least in part because of the row that broke out over the origin of the creative idea.

And yet for integrated campaigns, marketers may not care how the ads they use can be extended into PR territory, as long as each marketing pound goes further. Indeed, in the current climate, the tendency to consider the PR-ability of ad campaigns can only become more common as firms seek more inventive ways to cut through the media clutter.

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