Campaign: Second Opinion

Michele Norton, Norton & Company MD, has worked on retro brands including Care Bears.

Doing PR for a retro brand has to make use of its heritage, but with a proliferation of character anniversaries, it's understandable that the media can get jaded.

All property owners' objectives have a familiar ring to them where retro characters are concerned. The PR agency is charged with the vital communications responsibility of proving to licensees, retailers and nostalgic consumers that there is still life in the product being sold.

Maintaining momentum can be a difficult brief and this is where MCC came in. Use of the series' creators and the actress who played Emily was a good angle. Delving into the material that the programming offered to gain exclusive interviews appeared to work well.

I think the PR team was right to distance itself from the more commercial aspects of Bagpuss.

Bagpuss's yawn is a gift for radio and MCC capitalised on this. What was notable by its absence was more emphasis on TV and radio magazine programmes and, although not a criticism of MCC, teen girls - a big market for Bagpuss - seem to have been left out of the brief.

The demand for retro brands like Bagpuss is unlikely to go away. Such properties come with an in-built pre-sale, but it's still vital to maintain licensee and retailer confidence. This is where creative PR has a major role to play.

Creativity: 4

Delivery: 3


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