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Informationen zum Autor 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 . Klappentext 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 (Dove's 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 Obama's 2008 Presidential campaign.Features campaigns by Saatchi & Saatchi, Edelman, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies Zusammenfassung Examine the most extraordinary PR campaigns from the 1970s to the present day, showcasing the impact of PR excellence and its development as a business. Inhaltsverzeichnis Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher-1978-1979IntroductionWhy the campaign shook the worldWhy is the campaign great?The castThe contextThe objectiveThe strategyHow the narrative unfolded...02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party-1994-2005IntroductionWhy the campaign shook the worldWhy was the campaign great?The castThe contextThe objectiveThe strategyHow the narrative unfolded...03 A right royal renaissance: Rescuing the British Monarchy-1997-2011IntroductionWhy the campaign shook the worldWhy is the campaign great? The castThe contextThe objectiveThe strategyHow the narrative unfolded...Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones-1981-1982IntroductionWhy the campaign shook the worldWhy is the campaign great? The castThe contextThe objectiveThe strategyHow the narrative unfolded...05 A way beyond football: Brand David Beckham-1998-2013IntroductionWhy the campaign shook the worldWhy is the campaign great?The castThe contextThe objectiveThe strategyHow the narrative unfolded...06 Inspiring a generation: London 2012 Olympic Games-2005-2012IntroductionWhy the campaign shook the worldWhy is the campaign great? The castThe contextThe objectiveThe strategyHow the narrative unfolded...Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing-2006-2014IntroductionWhy the campaign shook the worldWhy is the campaign great? The castThe wider contextThe contextThe objectiveThe strategyHow the narrative unfolded...08 The audacity of hope: Obama for America-2006-2008IntroductionWhy the campaign shook the worldWhy is the campaign great? The castThe contextThe objecti...
