Campaigns that shook the world : the evolution of public relations /

Bibliographic Details
Main Author:	Rogers, Danny (Author)
Corporate Author:	EBSCOhost
Format:	eBook
Language:	English
Published:	London ; Philadelphia : Kogan Page, 2015.
Subjects:	Advertising campaigns > Case studies. Political campaigns > Case studies. Branding (Marketing) > Case studies. Public relations > Case studies. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Machine generated contents note: 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
1978-1979
Introduction
Why the campaign shook the world
Why was the campaign great? What did it change and exemplify in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party
1994-2005
Introduction
Why the campaign shook the world
Why was the campaign great? What did it change and exemplify in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...03 A right royal renaissance: Rescuing the British Monarchy
1997-2011
Introduction
Why the campaign shook the world
Why was the campaign great? What did it change and exemplify in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones
1981-1982
Introduction
Why the campaign shook the world
Why is the campaign great? What has it changed and exemplified in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...05 A way beyond football: Brand David Beckham
1998-2013
Introduction
Why the campaign shook the world
Why is the campaign great? What has it changed and exemplified in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...06 Inspiring a generation: London 2012 Olympic Games
2005-2012
Introduction
Why the campaign shook the world
Why was the campaign great? What did it change and exemplify in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing
2006-2014
Introduction
Why the campaign shook the world
Why is the campaign great? What has it changed and exemplified in the comms world?
Which people drove the campaign? The cast
The wider context
The context
The objective
The strategy
How the narrative unfolded...08 The audacity of hope: Obama for America
2006-2008
Introduction
Why the campaign shook the world
Why was the campaign great? What did it change and exemplify in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...09 Campaign for Real Beauty: Dove
2003-2013
Introduction
Why the campaign shook the world
Why is the campaign great? What has it changed and exemplified in the comms world?
Which people drove the campaign? The cast
The context
The objective
The strategy
How the narrative unfolded...10 Conclusions: A manifesto for the great campaigns of the future
The elements that make campaigns truly great
Great campaigns of the future will need trust, leadership, powerful storytelling, creative flair
Other campaigns on the verge of greatness?
The qualities of great communications professionals
now and in the futureIndex.