In 2017, CCOs and CMOs alike are demanding data-driven, fully integrated campaigns that earn the attention of both media and consumers. In the PR industry, we’re better equipped than anyone to address this need, since we have been earning attention for brands for decades.
As the 2017 WPPED Cream PR entries all demonstrate, our industry is leading the communications revolution with an integrated approach that marries data, insights and creativity – and gets results. This year’s work across every sub-category (B2B, Consumer Marketing, Corporate & Public Affairs and Digital & Social Media) once again showcased a deep understanding of how consumers and stakeholders engage with brands, combined with flawless execution across touchpoints. These impactful campaigns not only positively influenced WPP clients’ bottom lines, they made their mark on our industry as a whole.
This year’s Crème de la Crème winner was J. Walter Thompson London’s Ash to Art, an emotionally stirring campaign for the Glasgow School of Art. The creative approach to this concept illustrates that even from destruction can come inspiration. After the Glasgow School was damaged by fire, some smart, creative people saw an opportunity to do something unexpected. Ashes from the fire were sent to 25 world-famous artists, with one directive: use the ashes to create a work of art. The resulting “ash art” pieces were then auctioned off at Christie’s, the world’s biggest auction house, with proceeds going toward the reconstruction of Glasgow School. It worked. To date, the stunning artworks have attracted bids from 28 countries, with final sales expected to exceed £1 million; testimony to a campaign that was truly born from the ashes.
On behalf of my fellow judges Tom Eslinger of Burson-Marsteller, Jennifer Risi of Ogilvy PR and Vikki Chowney of H+K Strategies, 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.