The expanded role of Creativity in PR today

Nowadays creativity has taken a whole new approach, one that starts by humanizing the brand and putting some real faces into it inspired from the consumer’s surroundings, and sharing societal problems. At Bridge of Minds, the Beirut-based Marketing & Communication agency that was founded in 2016, the team has introduced a tailored digital PR approach, which was applied to different brands since their first PR project--the Kempinski Hotel opening in Beirut. “Our PR approach is based on knowing the brand story, says Marina Araigy, managing director of Bridge of Minds. “It is about who you are, why you exist, and how you can form meaningful relationships with your audience, be one of them, take part in their daily lives, sharing their worries, ambitions, love etc.” It is this formula that will help shape your brand story in everything you do, in every PR activity you execute. “Every piece of PR activation or communication we create is another tiny piece of that story, an extension of it that keeps evolving. Our job as creative minds is to make sure it’s progressing in the right direction and targeting the right people while giving the brand its emotional aspect and the human side of it.” With this in mind, the team is thrilled to highlight some of the campaigns they worked on lately and that emphasise Bridge of Minds’ approach and philosophy. All three examples have the elements of authenticity in common, as “letting consumers see the people behind the business is a powerful way to humanize your brand,” notes Araigy.