Advertising agencies need to get past their preconceptions and learn how the disciplines of public relations can actually improve their creative thinking.
It’s clear that the future of advertising is public relations. And it’s time for agencies to get past their preconceptions, and learn how the disciplines of PR can improve their creative thinking.
It’s not your strategy; it’s your story. The dirty little secret of advertising is that agencies burn most of their creative time developing the creative strategy, trying to get buy-in on a single, seven-word silver bullet. But as Peter Guber, former CEO of Sony Pictures Entertainment, wrote in a recent issue of the Harvard Business Review, “Critical details, data, and analytics are more effectively emotionalized and metabolized by the listener when they’re embedded in a story.”
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