Keep Left PR has landed a place on Kellogg’s PR pitch shortlist via a Twitter competition, announced earlier this month.
Responding to a brief to stake its claim for the business in no more than 140 characters, the agency submitted a video in which 140 consumers are photographed holding a packet of Kellogg’s cereal – to the tune of ‘Wake me up before you go-go’ by Wham.
The video ends with the line: “Committed to putting your products into the hands of your customers”.
The pitch will conducted over the next three weeks, when Keep Left PR will compete in a field including Hill & Knowlton, Dec Communications, Mark Communications, Liquid Ideas and one other agency.
Gareth Lucy, corporate communications & PR manager, Kellogg Australia & New Zealand, said Keep Left’s post was chosen because “it stood out, it was completely different and it was creative.”
However, on what he was looking for in a winner, Lucy said he wanted to see proven results. “A lot of agencies can come up with a story and get a lot of coverage. We want to know what this coverage will do for our brand and our business. We also want to see genuinely measureable business objectives.”
He noted: “We want PR to sit alongside advertising and digital, and not just be a nice to have. We want a clever PR strategy that works well with the other disciplines.”
The winning agency will work alongside JWT, which handles creative, media agency Mindshare and digital shop Tongue. “We want out agencies to work better together. We’re trying to stop our marketing functions operating in silos,” he added.