What’s your favourite campaign of the past three months (not one that you or your organisation was involved in) and why?
The ‘Nango’s’ campaign to give 50 per cent off to those taking someone over the age of 65 to Nando’s was a winner. It spoke to the importance of combating loneliness and reconnecting with loved ones, but better still, the wordplay was as strong as the insight. Too often average ideas are pursued because of a great pun.
How do you solve creative writer’s block?
Play to your strengths; I’m a night owl and ideas come together better for me after 9pm.
How should PR grow its creative prowess?
Face up to the importance and the impact of diversity. Inclusion is more than an important moral and social responsibility; it also affects our craft. If all our creatives look the same, all our ideas do too.
This article was first published in PR Week. Click here to read