Head to Head: Should PR lead on the creative idea?
In this series, Mumbrella invites senior PR professionals to share their opposing views on the industry’s biggest issues and talking points. This week, CampaignLab’s Andy Scales and Clemenger BBDO’s Nick Zonnios go head to head on whether PR or creative should lead on campaign ideas.
Media agency ad spend has had its “worst year in living memory” and marketing budgets are set to continue shrinking, leaving earned media as an attractive avenue for brands to get their messages out there.
The earned media experts are PR professionals, but should they start to lead on creative campaigns?
Andy Scales, director of CampaignLab, says PR ideas give the best results to integrated campaigns, and PR agencies shouldn’t sell themselves short on getting involved in the process.
Head of Clemenger PR, Nick Zonnios, believes that the creative idea is best left to the creatives as a PR’s focus is often elsewhere. He agrees, however, that PR needs a seat at the campaign table.
