Campaigns That Shook the World: The Evolution of Public Relations

ISBN-13: 9780749475093 / Angielski / Miękka / 2015 / 232 str.

Danny Rogers

Opis

Over the past four decades, a series of groundbreaking PR campaigns have helped to shape popular culture and influence public opinion. With a foreword from WPP CEO MartinSorrell, "Campaigns that Shook the World" provides the inside story on 10 of these pivotal campaigns, examining their strategy and tactics, the imagery and icons they created, and the powerful personalities behind them. Each chapter is built around extended case studies (Doves Campaign for Real Beauty, London 2012Olympic Games), and provides an accessible account of modern PR and its interaction with cultural icons, such as the RoyalFamily, Margaret Thatcher, David Beckham, the Rolling Stones, and newsworthy events, including Barack Obamas 2008 Presidential campaign.

Recenzje

"

Danny's book identifies some of the best apple polishers in the business, and examines the role they played in many of the defining campaigns - personal and political, commercial, sporting and cultural - of the modern era.
Campaigns that Shook the World is testament to the effectiveness of great communications. It's more, though, than a welcome addition to the marketing canon. The people and campaigns it explores have shaped the world in which we live - our politics, media, culture and society - in entertaining, controversial and fascinating style.

" Taken from the foreword by Sir Martin Sorrell

Spis treści

• Section - One: Old school, robust media battles but with leadership, strategy and innovation;
• • Chapter - 01: Labour Isn't working: The election of Margaret Thatcher - 1978-1979;
  • Chapter - 02: New Labour, New Britain: Tony Blair's repositioning of the Labour Party - 1994-2005;
  • Chapter - 03: A right royal renaissance: Rescuing the British Monarchy - 1997-2011;
• Section - Two: New approaches in global entertainment and sport, based on coalition and creativity;
• • Chapter - 04: Start Me Up: Reinventing the Rolling Stones - 1981-1982 ;
  • Chapter - 05: A way beyond football: Brand David Beckham - 1998-2013;
  • Chapter - 06: Inspiring a generation: London 2012 Olympic Games - 2005-2012;
• Section - Three: Modern marketing movements with digital convergence and purpose;
• • Chapter - 07: Product (RED): How Bono changed cause marketing - 2006-2014;
  • Chapter - 08: The audacity of hope: Obama for America - 2006-2008;
  • Chapter - 09: Campaign for Real Beauty: Dove - 2003-2013;
  • Chapter - 10: Conclusions: A manifesto for great campaigns

O autorze

Danny Rogers is one the UK's pre-eminent media and marketing journalists. He has been editor of Campaign and PRWeek and is currently group editor-in-chief of the Brand Republic Group. He has won many industry awards including the British Society of Magazine Editors' 'Editor of the Year' in 2008. Rogers has also been a contributing editor to The Independent, The Guardian and Financial Times' Creative Business, as well as a regular commentator on international broadcast media. Sir Martin Sorrell is Founder & CEO of WPP, a world leader in advertising and marketing services, and parent to many of the industry's biggest and most admired agencies. It's clients include 360 of the Fortune Global 500, all 30 of the Dow Jones 30, and 78 of the NASDAQ 100. In 2016, Martin was named Britain's best performing CEO and the second best-performing CEO in the world by Harvard Business Review.