A few weeks ago, I made what some have called “a bold move” by joining a communications marketing firm after fifteen plus years traversing the ad agency universe.
What was the impetus for my decision? Was it because I was secretly planning a late entry into the U.S. Republican race and was in desperate need of media training? Or perhaps because the best-looking people work in PR and I wanted to do my part to balance the scales. The truth is, my decision was really about one thing and one thing only.
My love of story.
I, like my fellow human beings, am a sucker for a story well told. When I consider my personal Buzzfeed list of favourite creative work, it’s chock-a-block with examples of content that builds brand narrative. For the same reason that we get swept away by a great novel or film, a powerful piece of brand storytelling envelops us and doesn’t let go.
PR agencies are the masters of harnessing public discourse, driving interest, engagement, sharing and conversation. The best of the best fan the flames with deep social, digital and influencer know-how. Marry that powerful engine and strategic muscle with a new heightened focus on engaging, earned-centric content and that my friends is a pretty darn potent combination.
Great creative still wins in my new world, but there’s a greater focus on telling magnetic, compelling stories that tap into the zeitgeist.
I truly believe this is the present and future of how marketers will win over consumers. I believe it so strongly that I’m willing to bet my career on it. And to those naysayers like Sir Martin Sorrell who recently commented that “PR companies…who tell you they are taking on the advertising agencies on their own are living in la la land,” I say you doth protest too much. Let’s worry less about turf wars and focus more on adding value to our clients’ businesses.
For me, this isn’t about scratching an itch. It’s about being open to evolving as a creative problem-solver. Just as we preach to brands that they can’t stagnate or they risk being left behind, I too feel the need to expand my horizons and embrace this new way forward.
And so the story begins.
Andrew Simon is executive creative director at Edelman Canada
