Social media, reflecting growing distrust and polarisation of public opinion, has contributed to a shift toward corporate honesty and brave campaigns as PR embraces equality, purpose and sustainability.
'You probably couldn't get away with that now' - Neil Hedges on PR in the 2000s
When Dominos Pizza admitted that its product was crap in a campaign at the beginning of the 2010s it was, perhaps, the start of a different approach to PR and communications in this case, brutal honesty in an age when the public increasingly distrusts companies, politicians and even the institutions on which society is based.
For Nik Govier, founder and chief executive of corpsumer agency Blurred, this honesty, coupled with the rise and rise of purpose-driven campaigning, is one of the trends that will come to define this decade.
Iceland (twice), Missing Type, #LikeAGirl, KFC's 'FCK'... 10 best PR campaigns of the 2010s
Before launching Blurred in 2018, Govier was co-founder of multi-award-winning firm Unity, with her then-business partner, Gerry Hopkinson; she stayed for 12 years.
Unity was the agency behind Marks & Spencers ground-breaking, big-budget 2014 Christmas campaign Follow the fairies the epitome of a modern integrated campaign, led by PR.
Were in an airy, plant-filled room on the top floor of the latest, Mayfair-based incarnation of women-only members club The AllBright.
The club and its members are themselves a reminder of the decade we are living in; a departure from the stuffy establishments of another age.
Govier, an early investor in the enterprise and a firm supporter of its ethos, is unapologetic about the relentless rise of purpose in PR and comms.
She says: "It massively makes people roll their eyes, but theyre going to have to just suck it up, because its not going anywhere and it will continue to be a huge thing for decades to come."
There are strong drivers for this purpose-driven atmosphere, not least of which is the environment and a new generation of consumers who understand the power they wield.
"Were on the cusp of climate disaster and everyones waking up to that, not just consumers," says Govier. "Pressure is coming from markets, and shareholders everyone wants to know how [businesses] are contributing from a sustainability perspective."
But back to that crap pizza, and Govier is recounting some of her favourite PR and communications campaigns of the decade to date.
"Dominos had a huge market share but its product was quite shit," she says. "It put out a series of campaign films in which the CEO said: Weve let you down, our pizza is crap and we should do better. It turned that business around, absolutely revolutionised it and nobody really knows about it."
For Govier, this was the start of something new, and its influence continues to reverberate in campaigns at this end of the decade one being last years KFC FCK crisis comms exemplar after its chicken distribution failed, another being Carlsbergs campaign quoting consumers insulting its standard lager for example, saying that it tasted like "cat piss" earlier this year.
"Its that notion of honesty in an age of distrust thats the age were in now," says Govier.
By 2010, platforms such as Facebook, Twitter and LinkedIn were already established but, as a comms tool, social media was still in its relative infancy. Govier has enjoyed watching the evolution in its use by the industry, in particular the shift away from a fear of giving offence.
"A few years ago, brands would have thought: We dont want to offend people, but in a world where theres such division now, globally, I love it when people know who they are and theyre brave enough to say that on social."
Govier cites campaigns by Nike, featuring the American footballer Colin Kaepernick, Adidas There Will be Haters and Are You Beach Body Ready? by Protein World, which was banned from poster sites on the London Underground after a public backlash.
"[The campaign was] used as an example of how not to do it then lo and behold, six months later, [Protein World] released its figures and theyd gone through the roof. It realised its not for everyone and didnt care about offending some people My point is, know who you are and dont be afraid to say it."
The polarisation of public opinion is not just a characteristic of social media, of course; it is, for Govier, a defining aspect of the 2010s.
"We have never been more divided," she says. "We have Trump versus The Squad in America, Brexit here and just this notion that were trying to break ourselves up into little pieces."
Reassuringly, Govier thinks we are on the cusp of a backlash against this sense of division, anger and polarisation, and raises HSBCs campaign in the UK, We are not an island, as an example of brands responding to this sentiment.
"Of course, [HSBC] tried to claim it didnt have an underlying political message, but I loved the bravery of that campaign," she says.
For Govier, equality is another thread running through the decades public discourse, as well as the industrys work.
"Were seeing that run through all sorts of marketing and, while none of this is new, I think weve arrived at a tipping point," she says.
Equality has also had a hand in the evolution of the agency model, with the rise of virtual agencies such as The Difference Collective, headed by Angie Wiles, as well as others set up by and specifically targeting members of ethnic minorities, such as Asad Dhunnas The Unmistakeables.
"Angie would have been laughed out of the room a decade ago, but now people realise its a great way to tap into a talent pool of smart women who have to juggle work and childcare," says Govier. "Its a way of tapping into social situations that the world has led us to. Likewise, I think what Asad is doing is brilliant creating an agency around something thats crying out to be addressed."
Govier predicts that in the 2020s brands will place an even sharper focus on purpose and the global issue of sustainability, and that it will be not just conscious consumers who demand it, but every type of audience.
Another trend for the industry will be a talent flight from the capital to regional agencies and outfits that are a better fit for their work-life balance.
This decentralisation is unlikely to prove as much of a problem as one might imagine, however: Govier doesnt believe clients will care, because they dont want to pay exorbitant fees in order for agencies to have a Covent Garden office and beautiful flowers in reception "as long as they can get access to smart people who can change on a dime".
What will we think was quaint about this decade in PR in the years to come?
Govier says: "Well laugh at the fact that we thought that the channel or the type of marketing was the idea."
Continue reading here:
'We're at a tipping point for equality' - Nik Govier on PR in the 2010s - PRWeek
- Viewpoint: Anti-GMO arguments seem silly after 28 years of false narratives about health harms and and genetic ... - Genetic Literacy Project - March 29th, 2024 [March 29th, 2024]
- Viewpoint: Here's how genetically engineered fruits and vegetables will soon emerge as a grocery store 'selling point ... - Genetic Literacy Project - March 29th, 2024 [March 29th, 2024]
- CRISPR Investments: What We Heard at World Agri-Tech - Seed World - March 29th, 2024 [March 29th, 2024]
- When SpaceX's Starship is ready to settle Mars, will we be? (op-ed) - Space.com - September 17th, 2023 [September 17th, 2023]
- Genome-wide promoter responses to CRISPR perturbations of ... - Nature.com - September 17th, 2023 [September 17th, 2023]
- Expanding the toolbox for RNA editing | ASU News - ASU News Now - September 17th, 2023 [September 17th, 2023]
- Electrical Engineer Named MIT Technology Review Innovator Under ... - University of California San Diego - September 17th, 2023 [September 17th, 2023]
- Can we rely on our 'moral force-field' to stop cloning going too far? - The National - September 17th, 2023 [September 17th, 2023]
- Otsuka Collaborates with ShapeTX for Development of AAV Gene ... - Pharmaceutical Technology Magazine - September 17th, 2023 [September 17th, 2023]
- Cancer discovery earns U of A grad the Breakthrough Prize - University of Alberta - September 17th, 2023 [September 17th, 2023]
- The Brave New World of synthetic humans | Gne Taylor - IAI - September 17th, 2023 [September 17th, 2023]
- Targeting Tumors with Photosynthetic Bacteria - Optics & Photonics News - September 17th, 2023 [September 17th, 2023]
- Artificial Photosynthesis Breakthrough Researchers Produce ... - SciTechDaily - September 17th, 2023 [September 17th, 2023]
- BASF patent on watermelons upheld: European Patent Office rejects ... - Bio Eco Actual - September 17th, 2023 [September 17th, 2023]
- Space Industry Is Growing Faster Than Its Workforce, Analysts Say - Slashdot - September 17th, 2023 [September 17th, 2023]
- New 'Inverse Vaccine' Shows Potential to Treat MS and Other ... - Slashdot - September 17th, 2023 [September 17th, 2023]
- Gene therapy: Donor DNA may protect babies from certain disorders - Medical News Today - May 18th, 2023 [May 18th, 2023]
- Viewpoint: Grim consequences of Greenpeace's war on ... - Genetic Literacy Project - May 18th, 2023 [May 18th, 2023]
- Predicting Diabetic Kidney Disease with the Use of a Novel Algorithm - Genetic Engineering & Biotechnology News - May 18th, 2023 [May 18th, 2023]
- Quantum biology on horizon? How futuristic physics theory could ... - Study Finds - May 18th, 2023 [May 18th, 2023]
- Scientists can collect human DNA from water, air, and basically ... - Earth.com - May 18th, 2023 [May 18th, 2023]
- The First Crispr-Edited Salad Is Here - WIRED - May 18th, 2023 [May 18th, 2023]
- Gene editing technology used to produce disease-resistant calf - Earth.com - May 18th, 2023 [May 18th, 2023]
- Neanderthals passed down their tall noses to modern humans ... - Livescience.com - May 18th, 2023 [May 18th, 2023]
- Squid Camouflage Inspires Human Invisibility: Is it Possible? - DISCOVER Magazine - May 18th, 2023 [May 18th, 2023]
- Mice Model Technologies Market Poised for 7.4% CAGR Growth, Reaching USD 3.2 Bn by 2031 | Transparency Market Research - Yahoo Finance - May 18th, 2023 [May 18th, 2023]
- Google Cloud launches A.I.-powered tools to accelerate drug discovery, precision medicine - CNBC - May 18th, 2023 [May 18th, 2023]
- How Fauci, scientists with ties to Wuhan lab persuaded the ... - U.S. Right to Know - May 18th, 2023 [May 18th, 2023]
- The Daunting Task of Cutting Heavy Metals from Baby Food - Undark Magazine - May 18th, 2023 [May 18th, 2023]
- Ingestible Device Profiles and Peers into the Microbiome and ... - Genetic Engineering & Biotechnology News - May 18th, 2023 [May 18th, 2023]
- X-Men Officially Names the Best Powers Any Mutant Can Have - Screen Rant - May 18th, 2023 [May 18th, 2023]
- 10 Forgotten Marvel Comics Characters That Debuted In The '80s - Screen Rant - May 18th, 2023 [May 18th, 2023]
- 18 Human Genetic Engineering - Clemson University - April 19th, 2023 [April 19th, 2023]
- Pros and Cons of Genetic Engineering - Benefits and Risks - March 31st, 2023 [March 31st, 2023]
- What is Genetic Engineering? Types, Process & Applications - March 31st, 2023 [March 31st, 2023]
- How artificial skin is made and its uses, from treating burns to skin cancer - South China Morning Post - March 31st, 2023 [March 31st, 2023]
- Welcome to the UNC Department of Genetics | Department of Genetics - February 5th, 2023 [February 5th, 2023]
- Global Genetically Modified Crops Market Is Projected To Grow At A 6% Rate Through The Forecast Period - EIN News - February 5th, 2023 [February 5th, 2023]
- Science and History of GMOs and Other Food Modification Processes - February 2nd, 2023 [February 2nd, 2023]
- Genetics | History, Biology, Timeline, & Facts | Britannica - January 31st, 2023 [January 31st, 2023]
- Human genetics | Description, Chromosomes, & Inheritance - January 31st, 2023 [January 31st, 2023]
- Genetic testing - Mayo Clinic - January 31st, 2023 [January 31st, 2023]
- Genetic Disorders: What Are They, Types, Symptoms & Causes - January 31st, 2023 [January 31st, 2023]
- Colossal Biosciences Project to Revive the Prehistoric Woolly Mammoth Raises Staggering $60 Million Series A Funding - Nature World News - January 22nd, 2023 [January 22nd, 2023]
- 2023 is going to witness a surge in technology courses top courses that will remain in vogue - Times of India - January 22nd, 2023 [January 22nd, 2023]
- M.R.S. Rao birthday: All you need to know about the Padma Shri winning Indian scientist - Free Press Journal - January 22nd, 2023 [January 22nd, 2023]
- Russian cosmism - Wikipedia - January 8th, 2023 [January 8th, 2023]
- Postgenderism - Wikipedia - January 8th, 2023 [January 8th, 2023]
- LessWrong - Wikipedia - January 8th, 2023 [January 8th, 2023]
- Eliezer Yudkowsky - Wikipedia - January 8th, 2023 [January 8th, 2023]
- Genetic Engineering Principles of Biology - December 26th, 2022 [December 26th, 2022]
- Engineering the Perfect Baby | MIT Technology Review - December 26th, 2022 [December 26th, 2022]
- Genetic Engineering Science Projects - Science Buddies - December 21st, 2022 [December 21st, 2022]
- DSI adoption at COP15 can financially help protect biodiversity in India: Experts - The Tribune India - December 21st, 2022 [December 21st, 2022]
- Tel Aviv University researchers demonstrate success of potential one-time vaccine to treat HIV/AIDS - ETHealthWorld - December 21st, 2022 [December 21st, 2022]
- Should You Buy 22nd Century Group Inc (XXII) Stock After it Has Risen 14.29% in a Week? - InvestorsObserver - October 28th, 2022 [October 28th, 2022]
- Home :: National Institute for Biotechnology and Genetic Engineering - October 11th, 2022 [October 11th, 2022]
- A recently discovered law of physics could help predict genetic mutations - October 11th, 2022 [October 11th, 2022]
- Farmers, consumers will embrace GMOs if they understand them - The Standard - October 11th, 2022 [October 11th, 2022]
- Synthetic Biology Market is Expected to Report a CAGR of ~21% from 2021 to 2029: Industry Size, Growth & Forecast at Douglas Insights - Yahoo... - October 11th, 2022 [October 11th, 2022]
- After 45 years of science-based art, Esther Klein Gallery winds down - WHYY - October 11th, 2022 [October 11th, 2022]
- Behind this Nobel prize is a very human story: theres a bit of Neanderthal in all of us - The Guardian - October 11th, 2022 [October 11th, 2022]
- The key to tastier beer might be mutant yeastwith notes of banana - Popular Science - October 11th, 2022 [October 11th, 2022]
- Why You'll Probably Never See Cotton Candy Grape Wine - Tasting Table - October 11th, 2022 [October 11th, 2022]
- Earth materials in technology The National - The National - October 11th, 2022 [October 11th, 2022]
- CULINARY THRILL SEEKING Proceed with caution. It's hotter than blazes season. - Port Arthur News - The Port Arthur News - October 11th, 2022 [October 11th, 2022]
- Give legal rights to animals, trees and rivers, say experts - The Guardian - October 11th, 2022 [October 11th, 2022]
- How yeast DNA may help protect astronauts from cosmic radiation in space - EastMojo - October 11th, 2022 [October 11th, 2022]
- Life finds a way, but should it? The ethics of genetic engineering - The Trinitonian - October 8th, 2022 [October 8th, 2022]
- To modify or not to modify? Genetic Modification and Gene Editing - A divergence by the UK - Lexology - October 8th, 2022 [October 8th, 2022]
- Gene Therapy Hits Its Stride in the Clinic - Genetic Engineering & Biotechnology News - October 8th, 2022 [October 8th, 2022]
- GWAS, MWAS and mGWAS provide insights into precision agriculture based on genotype-dependent microbial effects in foxtail millet - Nature.com - October 8th, 2022 [October 8th, 2022]
- Making Sense of the Latest Apple-iPhone News - The Motley Fool - October 8th, 2022 [October 8th, 2022]
- Gene therapy brings hope to people with sickle cell, HIV - Monitor - October 8th, 2022 [October 8th, 2022]
- GMO: Everything you need to know about lifting ban - FarmKenya Initiative - The Standard - October 8th, 2022 [October 8th, 2022]
- Century Therapeutics to Present at the SITC 37th Annual Meeting - Yahoo Finance - October 8th, 2022 [October 8th, 2022]
- Cultured meat could help solve the climate crisis. Heres what it will take to move it from the lab to the dinner table - Fortune - October 8th, 2022 [October 8th, 2022]
- Poseida Therapeutics to Present Trial in Progress Poster for Phase 1 P-MUC1C-ALLO1 Study at the Society for Immunotherapy of Cancer Annual Meeting -... - October 8th, 2022 [October 8th, 2022]
- Explained: How scientists engineered mosquitoes that will cut the transmission of malaria - Firstpost - October 8th, 2022 [October 8th, 2022]
- Here Are the Biggest Health Industry News Items of 2022 So Far - DocWire News - October 8th, 2022 [October 8th, 2022]