Now more than ever, both CCOs and CMOs demand smart, data-driven campaigns to capture the public’s attention. As PR professionals, we do this for a living.
The 2018 WPPed Cream PR entries epitomize the industry’s ever-changing approach as a combination of creativity, data, and insights to deliver measurable results. This year’s work across every sub-category (Business to Business, Consumer Marketing, Corporate & Public Affairs, and Digital & Social Media) demonstrates a comprehensive command of how consumers and stakeholders engage with brands. These campaigns proved profitable to our clients and raised our reputation among industry peers.
This year’s Crème de la Crème winner was Ogilvy’s Soccer Song for Change, a powerful campaign for AB InBev Africa. The campaign leveraged a non-traditional platform — the Soweto derby between notoriously rivalrous Chiefs and Pirates — to mobilize men against domestic violence in South Africa, where abuse rates are five times higher than the global average. Carling Label Black recognized how alcohol may contribute to this problem and used its status as a beacon of masculinity to challenge how society, and men specifically, reacts to violence against women with the #NoExcuse campaign. The event was highly televised and, in combination with fans documenting their stadium experience, was able to reach a greater audience than the 2010 World Cup Football opening ceremony and match.
On behalf of my fellow judges Minyon Moore of the Dewey Square Group, Stuart Smith of Ogilvy PR, and Jim Joseph of BCW, congratulations to all of our winners and thank you to all who entered. I encourage everyone to take a look at this year’s inspiring winners.