Launching an Ad Campaign: Collaboration, ROI Metrics Are Key


In working with client CDW and sister ad agency Ogilvy & Mather, Ogilvy PR’s Suzanne O’Leary Lopez knows a thing or two about successful integration of PR and advertising. Here are some tips on how to achieve just that:

1. The best idea should lead the campaign. That’s why all functions, including PR, should have a seat at the planning table. “When everyone is involved, the best idea will emerge,” says O’Leary Lopez. “Without full integration, that often won’t happen.”

2. Collaborate, collaborate. Easier said than done, says O’Leary Lopez. For CDW’s People Who Get IT campaign, Ogilvy & Mather advertising, Ogilvy PR and CDW’s internal and external comms teams were joined at the conference table.

3. Develop a rigorous protocol. Create a master timeline, and make sure you’re tracking toward it. “People can go off on old tangents,” says O’Leary Lopez.

4. Don’t let ads dominate. Regularly demonstrate how PR can fit into marketing mix—enforcing reputation, shaping the business story contextually and creating a viral effect.

5. Demonstrate ROI. PR is one of the most cost-effective ways to lift brand reputation during a campaign, says O’Leary Lopez. “You need to show this via the right measurement tools,” she adds.

See complete premium PR News article.




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.