NAB breakup campaign on Lions shortlist as Aussie PR agencies miss out again
Australian PR agencies will have to wait another year before being shortlisted for a Lion at Cannes.
Not a single Aussie PR agency made the shortlist for the PR Lions, the third year the category has existed.
As in previous years (Cummins Nitro won the first ever PR grand prix for Tourism Queensland’s Best Job in the World in 2009), a number of Australian ad agencies were shortlisted in the PR category.
Clemenger BBDO Melbourne’s “Breakup” campaign for NAB has been shortlisted twice in the PR Lions.
Leo Burnett is also shortlisted twice for its “Water mark” project, a version of Bundaberg rum created to mark the Queensland floods.
And Sydney independent The Hallway is shortlisted for “the world’s smallest multinational” for Servcorp, which was also shortlisted in the direct category.
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Best job and break up are PR stunts and obvious as such. Most high end strategic PR is not distinguishable from editorial to the regular eye. And it is certainly never boasted about for obvious reasons. And chasing awards is simply not part of pr agency culture as it is with advertising agencies. It’s about the outcome not the agency. Thus I think we can expect to see agency-derived gimmicks dominate ad agency PR awards like these
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Sven – Spot on… And very well said.
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I am connected to NAB, but despite this campaign being premised or launched as a PR stunt, it is backed up by a company wide ethos to actually behave differently (more fairly), so it’s not really a gimmick – so much as an expression.
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