Performance Communications | March 23, 2016
Winning an award is always a fillip to the agency – especially for the team responsible for conceiving, creating, delivering and measuring the impact of the idea.
Last week, we received the rather satisfying title of Automotive Support PR Agency of the Year 2016 at the inaugural Newspress Awards. So instead of one stand out moment, campaign or story, everyone’s efforts – from the office assistant to the senior leadership team – have been recognised.
However, none of that would be possible if it weren’t for the clients and my two favourite words: ‘challenge us’.
If I look back over the last near-fifteen years of Performance Communications, we’ve been blessed with clients that have had the confidence, will and very often, ‘balls’, to accept the challenges we’ve laid down.
Thankfully, they’ve been rewarded with stories, campaigns and projects which are not only memorable but have delivered those all important business outcomes.
In order to do that though, you have to be brave and take heed of wise men like Jack Welch and his even wiser words: “Don’t overbrain things to the point of inaction.”
That’s why I’m a great believer in throwing ten balls in the air in the knowledge that you may drop 2 or 3. That bit doesn’t matter…just ask Steve Jobs, James Dyson, Alex Ferguson and and Jeff Bezos to name a few.
And as the communications landscape continues to evolve, whilst the spine of good storytelling will remain, the method of delivery, the need to try the embryonic, challenge the business, explore and experiment is only going to grow.
From ‘real’ influencer strategies to integrating Snapchat, from the power of brand partnerships to a much reduced reliance on the press release, from silos to integration, from vloggers to brand publishing…the message is clear….we all have to challenge to remain at the top of our game.
So…as Wayne Gretzky once said: “I skate to where the puck is going, not where it has been.’
