Tag Archives: Make Decent Coffee

PRs say they lack creativity

28 Nov

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This week I came across the headline ‘PR scores itself poorly for creativity’ on website PR Moment and had to read more.

The survey by the Holmes Report and training specialist NowGoCreate questioned 650 professionals from 35 countries on how creative they think the industry currently is – the answer is not very much. More than 60% believed the industry was lacking BIG ideas.

The reasons for this included: lack of budgets, clear objectives and an understanding of clients’ businesses.

There’s a correlation here. If you don’t understand your what your client wants then the budgets to deliver BIG campaigns won’t materialise.

Obviously most PRs will find these survey findings insulting. I’ve been lucky enough to work on some great campaigns (Unilever Food Solutions’ ‘Ambu-lunch’ and British Roast Dinner Week) this year and be part of a wider agency that refuses for barriers to come between great projects (Make Decent Coffee skip idea and the first-ever chocolate hotel room). If the idea is there, it’s down to PRs to be brave and pitch it in – brief or no brief.

I agree that more can be done to bring out the creativity of PRs in the workplace – and small additions to brainstorms that I blogged on last week can make this happen. Get people engaged with the brief and set challenges to work together to polish the ideas once agreed.

Let’s go through some of the other reasons PRs felt were imposing on their creativity:

Lack of time
Brainstorming and scoping ideas is an investment – for business and personal development. Get involved and learn how it works.

Difference in opinion about what ‘creativity’ really is
If you’re questioning whether you are creative, you’re probably not.

Leadership don’t view it as important
Don’t expect your business to grow with this attitude.

We’re in a rut
Make an effort to get out – show your clients why they hired you.

How creative do you rate your agency?

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Peter Andre serves decent coffee from a skip

12 Sep

Celebrity Peter Andre must be ‘Insania’ if he’ll attend the opening of a skip. But, hey we’re PRs; we can make it happen.

He turned up outside the Houses of Parliament yesterday to launch United Coffee‘s new campaign, called ‘Make Decent Coffee‘, encouraging people to throw their instant blends away into the skip in exchange for a decent cup of freshly roasted and ground coffee.

One of the country’s leading coffee providers, United Coffee is keen to spread the word that you don’t have to be a Starbucks, Nero or Costa barista to enjoy the taste of real coffee. And why should we? I lose all my self-confidence asking for a fancy ‘skinny grande latte’ under pressure in ‘those’ queues.

It’s not the first time that a coffee company has based a campaign on the experience of enjoying authentic coffee at home, but it is the first that I can think of asking people to trade their instant granules in. It’s a nice idea to directly engage with consumers, raise brand awareness and, depending on how much coffee is collected, generate some additional newshooks for the brand later down the line.

It’s good to have a simple, clear coffee message too. I’m surprised consumers aren’t more confused about coffee: ‘Is it good for me, is it bad for me?’ It generates masses of column inches each week amongst national and consumer press, with its powers changing every time.

Here are some of the most recent coffee stories that made the papers:

1) Coffee offers protection from bowel cancer: Research from the US National Cancer Research Institute has found that drinking several cups a day can cut the risk of developing a tumor by between 15% and 25%.

2) A coffee a day will keep your work pains away: Scientists from the University of Oslo in Norway found volunteers who had a latte before they tackled 90 minutes of intensive screen-based work suffered fewer pains in their neck, shoulders, arms and wrists than those who went espresso free.

3) Latte coffe a day will pile on 10lb: According to the fitness trainers’ body, the Register of Exercise Professionals, one sweetened milky drink from chains like Costa can have over four times the calories of an ordinary cup.

How does that make you feel? If that’s made you thirsty, United Coffee is giving away free samples at London Waterloo and London Victoria stations tomorrow.

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