Opinion

If the international PR agencies are so good, why didn’t they win anything at the Golden Targets?

These a noticeable absence from the winners list of last night’s Golden Target PR awards.

Not a single one of the Australian offices of the big international PR agencies won anything.

No Burson Marsteller, no Edelman, no Fleishman-Hillard, no Hill & Knowlton, no Ogilvy, no Porter Novelli, no Weber Shandwick.   

Yet these often tend to be the agencies that are best resourced, and that have a head start with their businesses because of international clients.

Yet if that winner’s list is to be judged by, they’re not doing the best work, or at the very least they’re not doing the best awards entries.

I wonder what it is that the local agencies (and in house teams) are doing right, that the big boys are doing wrong.

Tim Burrowes

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