W Opinion

The latest dispatches and opinions from W. Sign up to our newsletter at the foot of the page for regular updates.

Word of the Week: Social (aka Digital)

How our 'L'Eau de Chris' campaign proves that PR and social are, always, #bettertogether

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W Spreads its Wings with Hat-trick of PR Week Awards

W wins three PR Week Awards for consumer PR, digital and financial services

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Word of the Week: Millennials (by a Millennial)

The holy grail of Marketing, PR and Advertising (still) seems to be the (always) elusive millennial generation – those born between 1980 and 2000 and with little else in common than their birthdays. This last fact has not stopped brands from trying to define them and reach them en bloc. And HOW they have tried. [...]

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Word of the Week: Search

Ever since a train crash stunt was arranged by William George Crush of the Missouri-Kansas-Texas Railroad to sell tickets in Texas in 1896*, our industry has been about making people, brands and businesses famous for cash (theirs and therefore ours). * apparently this marks the spot where PR was born, although fans of Edward de [...]

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As the big beast leaves the stage, is it time for a new holding company model?

Adam Mack, UK CEO, writes in PR Week about a (utopian?) industry future where small and medium firms come together in collaborative holding companies bound together by the entrepreneurial spirit that spawned them and a common drive to deliver exceptional work for clients (all the while maintaining their identities). https://www.prweek.com/article/1462294/big-beast-leaves-stage-time-new-holding-company-model

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Colin is in the Kaeper-nick of time for Nike

Believe in something, even if it means sacrificing everything.’ Never have more prophetic words been spoken by a Nike Ad campaign and not since the days of Muhammad Ali has there been a more politically divisive figure in the sporting world. Ben Holden, Junior Account Executive write about how Nike didn’t just do the smart [...]

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How tech CEOs have disregarded comms

The nature of the modern tech entrepreneur bears striking resemblance to that of a cult leader. They fit a mould. They undoubtedly spent most of college in their room coding or inventing before dropping out to focus on their product and then they’re a billionaire by 30. James Porter, Senior Account Executive, writes about the [...]

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Warren Johnson speaks to PR Moment

Mark Perkins, W’s Executive Creative Director, talks to Creative Moment about his career and creative inspirations covering everything from how his first ever creative task was getting his parents to buy him a dog, how he turned round a car crash job interview in his early PR days and the two questions all creatives need [...]

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The continued rise of the Fintech Juggernaut

The fintech sector in the UK has exploded over the past few years, and in 2017 alone £1.34 billion worth of venture capital funding flowed into UK fintech firms. It’s not difficult to see why either – it’s such an exciting space, full of innovation, smart ideas, investment and a collective vision of modernising archaic [...]

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Word of the Week: Agility

Agility is a word that’s being thrown around a lot in marketing at the moment both by agencies and clients. Alas, though, I suspect many don’t know the meaning of the word. Having moved from an agency supertanker to a (large, entrepreneurial) yacht, and from a (planning) role that was 70% thinking to (a CEO) [...]

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