Cannes 2015: Liam Fay-Fright & Aaron Cole on PR

What’s your definition of what this category means in 2015?

Fay-Fright: It’s the category no one really understands, but the one that everyone now needs. In this category are the campaigns that are the most influential – earned media is by far the best driver to action – but the ones that are the most difficult to get right.

You need a blend of smart earned media strategy; great creative; seamless integration with paid and owned media; and a dollop of dark arts – it’s a slippery proposition, but by far the most exciting as the returns for a brand can be huge. 

How has the category of PR altered over the past few years?

Fay-Fright: As media budgets have dwindled and channels multiplied like rabbits, earned media has catapulted to the top of many marketers’ agendas. PRs are getting a louder voice at the table, but with that comes greater responsibility for effectiveness. The best agencies act as brokers between clients and the media and bring their commercial interests together. The worst ones are call centres.

Are more personalised, targeted campaigns/stunts that have the ability to spread digitally after the event something that’s more sought-after now; and if so why?

Cole: For us the goal is still to get people to talk about our work in the pub, down the gym, to their granny. It used to be very rare to have a paid-for brand ‘moment’ that then spread, now everyone is at it; creating events that have genuine meaning and are useful to consumers and fans is the key, and many campaigns fall over when it comes to being specific and relevant. But then that’s why we’re here.

What, for you, makes a great PR entry and what from the last 12 months has impressed you?

Cole: It needs to be more than just a headline grabbing, click-bait thing. The judges have seen a zillion case study videos that claim a zillion impressions – but what did it actually do? If it didn’t change behaviour it didn’t work. The best thing in the last 12 months? Epic Strut by Mother [ for Moneysupermarket] got the media, social media and the real world talking.

How important has data been in pushing this area of the industry?

Cole: It feels like there is too much data and not enough ideas. Data is useful when it’s not a hindrance to quality and good judgment. We’re trying to influence human minds with human emotions.

How has the relationship between a brand and its consumers changed in recent years and are brands more aware now of their place in a consumer’s life?

Cole: Many brands seem to be scared to offend. That’s understandable as maintaining market share is vital, but increasing your market share and acquiring new users/consumers takes balls. Searching for positive reinforcement is weak – no one falls in love with neediness. We need simple ideas, which entertain and inspire, with less of the self-doubt.

How do you think this area of the business will evolve in the coming years?

Fay-Fright: We need people who don’t rely on one channel to make the news. Ideas will always win the day, but smart deployment is now more crucial than ever.

Will you be attending this year’s festival and, if so, what are you most looking forward to about it?

The shots party. Obvs.