#CAANZMLG Forum 2013: Creative is not a department

Rebecca Foote, Communications Advisor, PRINZ

The 2013 CAANZ MarComms Leadership Group Forum was on last week in Auckland and the PRINZ office took the afternoon off for some professional refreshment.

The lineup of speakers was fantastic. Marian Salzman, CEO of Havas PR in North America, updated us on the latest PR trends she is seeing (follow her on Twitter @mariansalzman). Kat Thomas, Founder and Executive Creative Director of One Green Bean (@onegreenbean), shared the ‘Fair Go Bro’ campaign that just received two Cannes PR Lion awards. Peter Vegas, Draft FCB Senior Creative (@DraftFCBNZ), and Christine Kalin, CEO of Auckland SPCA, shared the behind the scenes planning of ‘Driving Dogs’ that flipped global perceptions of SPCA dogs. This truly was a showcase of global and local marcomms best practice.

The theme of the afternoon was ‘Creative is not a department – PR/Experiential’s place at the marketing table.’ Marian talked about creativity being reshaped by real time.

As one of the world’s top five trend spotters and PRWeek’s 2011 PR Professional of the Year, Marian spoke at lightning speed on how the latest trends are reshaping our profession. She quickly made it clear that even from a year ago, our world has changed. It is now all about real time creativity, creating content on the fly and selling brands in 140 characters (including the branded #). People want raw emotion, as it happens, starring real people.

This 24/7/365 world that we live in is non-stop and as Marian said, “If you are snoozing, your clients are losing.”

Top tips:

  • Spend 30min a day on Mashable to remain current
  • Use Vine to take the pulse on a topic and create low cost ‘mood videos’
  • Treat YouTube as a major news destination

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