PR, Films and Fantasies

Posts Tagged ‘communications

The fact that I stop writing on the blog doesn’t really mean I stopped writing, just that my focus lies somewhere else for the moment. That other place is Chesamel Communications‘ website, the insights section, where I get to share all kinds of news about the world of mar-com or the fabulous people I get to meet weekly in the amazing London Town.

If you want to check out Donald Trump’s top tips for succeeding in business, my top trends to use in mobile marketing for small businesses or the winners of this year’s Screen Awards (the marketing and distribution awards for the film industry), do log in and have a read. I’d really appreciate some feedback as well. Also, if there’s something you think I should write about, just drop me a line!

This week I was invited to Communicate Magazine’s  half day Transform Conference, followed by the glamorous 2012 Transform Awards. Basically, “transform” stands in for “rebrand” as both the conference and the awards are Europe’s only programs that focus on the process of changing brand identities.

The brand is central to the intangible value assigned to companies by their stakeholders. No company can sit still – the process of examining and re-examining a brand in terms of its relevance to those stakeholders should be ongoing.

The Transform conference is not just there for those about to embark on a thorough rebrand, but for everyone concerned with their brand’s relevance to the changing marketplace and to their stakeholders – whether it’s their investors, employees, the media or others.

I would go through what happened on the day and what were the points that each of the speakers followed, but I think it would be more helpful if you had a look at the live blog from the conference. It is probably more in depth and more accurate than what I can remember and it also includes the presentations from each of the sections, which I am sure you will find very helpful.

Also, have a quick Twitter Search for the #transform12and you will find some incredible tweets with information, opinions and critique. The hashtag also includes all the tweets from the awards ceremony with all the GOLD winners and the Grand Prix for excellence in rebranding and brand transformation: Pearson (Interbrand). Here you can find a video of the strategy and idead behind the multiple award winning rebrand.

The list with all the other award winners can be found on Communicate Magazine’s website. I am actually quite proud as in the Best creative strategy category the GOLD went to Larix by Romanian branding consultancy BrandTailors.  Read more about the campaign here. 

I am a huge fan of PR stunts as I think they are the pinacle of creativity in the Communications department (yes advertisers, even better than you!). Considering that I’ve been studying/working in PR for almost 5 years now, I also can’t help questioning everything that brands do in terms of why are they doing it? who is their PR agency ? what was the audience’s reaction or  what coverage did they get for it?

One of the companies that never cease to amaze me with their crazy ideas is Starbucks. Over the past week I heard of them in two different news stories, and not just at a small level, but all over the internet and in the UK press. The first one was “Starbucks bans screenwriters from all their 19,435 locations worldwide”. The news broke off in Hollywood and all sorts of media outlets went crazy. Here is the original article. Obviously the 19,435 number already signals something but if you start thinking back at all the problems screenwriters have had lately, it kinda makes sense. Also, the “Screenwriters Guild of America responded”… anyway, really good idea!

The second is the “We have a Latte with your name on it” which started out with a huge ad in the Metro, UK’s free morning newspaper. I saw the one page, A4 ad in the paper of a person next to me on the train so it caught my eye from minute one and then my Twitter feed and Facebook were full of Starbucks related messages. I didn’t get a chance to go myself as I was in a conference all day, but again, it sounds amazing!

Here are a few more stunts from Starbuck that I found tonight. They come from all over the world so if you know more please feel free to share them!

Pay it Forward 

Starbuck Paper Cup in NY

Jonathan’s Card 

Jobs for USA 

LE – I’ve just been told by Hollywood and Swine that the screenwriter thing was not a stunt started by Starbucks but it came from the parody website itself. I guess the fact that the information got to the UK in a very twisted way, kinda shows people’s skepticism when it comes to all kinds of crazy announcements made by the brands or anyone mentioning them 🙂


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