The commercial power of creative PR ideas will be bought to the fore next month with a forum featuring two internationally award-winning campaigns, including the Cannes 2011 PR Grand Prix winner National Australia Bank’s Break Up campaign and PR Gold Lion winner Bundaberg’s Watermark.
Entitled Re-Imagining PR: How ideas-led PR can help business, the forum is presented by the CAANZ Marcomms Leadership Group (MLG), and will take place 21 March 2012, 1:30pm – 5:30pm, at the Rendezvous Grand Hotel, Auckland.
Paul Head, CAANZ CEO, says the high-calibre case studies presented in the forum will help prove the value that creative ideas can bring to commercial results, by connecting brands to consumers in increasingly relevant ways.
“The forum will offer a rare opportunity for the New Zealand marcomms community, from both client organisations and agencies, to hear from the front-line of international campaigns about the effectiveness of ideas-led PR,” says Mr Head.
The first case study is the internationally renowned ‘Break Up’ campaign, by National Australia Bank (NAB). Two of the architects of the campaign, Kevin Ramsdale, NAB’s General Manager Brand and Tim McColl Jones of Clemenger BBDO, will discuss the thinking behind the campaign, which led to its astounding return on investment and recognition with a Cannes Grand Prix PR Lion.
Another 2011 Cannes PR Gold Lion winner, Queensland brand Bundaberg rum sought to build people’s spirits following the widespread devastation of the Queensland floods by creating the Watermark programme. Matt Bruhn, Marketing Director of Diageo, will speak about Bundaberg’s dedication to the community as the idea behind this campaign as well as its success from a brand and commercial point of view.
Lastly - bringing an agency perspective to the discussion - Lynne Anne Davis of Fleishman Hillard Asia Pacific, will share her experiences of using integrated strategies to make a business impact; a concept which has guided numerous award-winning campaigns and led to the agency being recognised as 2011 ‘Asia Pacific Agency of the Year’.
Idealog Editor Hazel Philips will MC the forum, which will also offer audience members the opportunity to put questions to the speakers in a panel session chaired by Vincent Heeringa, publisher of Tangible Media. There will be an opportunity to network at post-forum drinks.
After the sell-out success of last year’s experiential forum – The New Rules of Brand Engagement - the Marcomms Leadership Group has this year chosen to focus on the dynamic of business-results driven PR.
More information and registration details are available at www.caanz.co.nz/re-imaginingpr.