Runs TV campaign
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.”