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Cannes Lions 2013 – PR cases

Cannes Lions 2013 – PR cases. Gap ?. 95 % of the cases were introduced by advertising agencies 95 % of the jury members came from “pure” PR agencies. 1. Handicap ?. No ! If cases have a “PR dimension” PR dimension being :

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Cannes Lions 2013 – PR cases

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  1. Cannes Lions 2013 – PR cases

  2. Gap ? • 95 % of the cases were introduced by advertising agencies • 95 % of the jury members came from “pure” PR agencies 1

  3. Handicap ? • No ! If cases have a “PR dimension” • PR dimension being : • Communication to (multiple) audiences through (multiple) non paid channels • Results driven beyond clippings, viewers, readers, “likes”,… 2

  4. Winning entry • Clear objectives • Communication strategy • Smart and original approach vs. “creativity as such” • Tangible results 3

  5. How to loose ! • Strategy : • “We had no budget, so we had to go for PR” • “With a zero budget, we wanted to create a buzz” • “Free advertising was the best way to go” 4

  6. How to loose ! • Results : • “200,000 € worth of free publicity” • “Free PR” • “Huge PR value” • “2 million media impressions” • “AVE’s reached 350,000 €” • “Likes”, “viewers”,”readers”,”tweets” 5

  7. VGC • Very good cases : • One Gold to DG Modem • One Silver to Mortierbrigade and to Ogilvy • Grand Prix : Australia – “Dumb Ways To Die” 6

  8. Cases • DES’S -  ”My Mattress Saving Bank” 7

  9. Cases • DES’S -  ”My Mattress Saving Bank” • Clear situation analysis • Smart and original strategy • Low communication budget but effective • Real case and product • Tangible results 8

  10. Cases • Design & Technology Association  - “We Believe in D&T” 9

  11. Cases • Design & Technology Association - “We Believe in D&T” • Real public affairs case • Smart use of stakeholders • Strong content • Multichannel approach • Tangible results 10

  12. Cases • Ura City – “Make Politicians Work” 11

  13. Cases • UraCity – “Make Politicians Work” • Audacious approach • Smart and effective strategy • Fun • Clear content • Multichannel approach • Tangible results 12

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