Runs TV cam­paign

Finweek English Edition - - ADVERTISING & MARKETING - IN WHAT MUST BE A FIRST

for the pub­lic re­la­tions busi­ness, PR con­sul­tancy mar­cus­brew­ster is ad­ver­tis­ing its ser­vices on tele­vi­sion – with a not­in­con­sid­er­able R1.4m me­dia bud­get.

Pre­sented in in­fo­graphic style, the cam­paign launched on CNBC on 4 March high­light­ing the value of PR in cri­sis com­mu­ni­ca­tion and rep­u­ta­tion man­age­ment. Cre­ative is by JWT Cape Town.

“We have evolved over 20 years from a sim­ple pub­lic­ity shop to a full-ser­vice PR agency to where we are now: a com­mu­ni­ca­tions f irm that in­te­grates PR with a va­ri­ety of mar­ket­ing ser­vices,” says com­pany chair­man Mar­cus Brew­ster. “Some peo­ple still only think we do celebrity PR – but that has long been eclipsed in im­por­tance by other of­fer­ings such as me­dia train­ing, cri­sis com­mu­ni­ca­tion, speech writ­ing, pub­lic af­fairs and rep­u­ta­tion man­age­ment.

“To po­si­tion our­selves in the mar­ket more ef­fec­tively, we took a ‘go big or go home’ ap­proach. We chose to high­light the kinds of com­mu­ni­ca­tion chal­lenges that would be faced by the cap­tains of in­dus­try. The cam­paign looks at how crises, in­cor­rectly han­dled, can rage out of con­trol and ul­ti­mately af­fect share price.”

Mov­ing the play­ing field from brand pub­lic re­la­tions to cor­po­rate com­mu­ni­ca­tions dic­tated the me­dia choice of CNBC Africa, which has 5m view­ers in 48 coun­tries.

“Our own re­search has shown that com­pany rep­u­ta­tion is the sin­gle most im­por­tant rea­son why clients ap­pointed us as their PR agency of record – far out­pac­ing de­ter­mi­nants like ‘qual­ity of ser­vice’ and ‘ low cost’.

“We are con­fi­dent that our TV cam- paign will en­hance our cor­po­rate rep­u­ta­tion and es­tab­lish mar­cus­brew­ster as the go-to PR f irm for any in­dus­try leader se­ri­ous about do­ing busi­ness in South Africa and the rest of the con­ti­nent.”

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