PR is changing. But not as much as advertising. Advertising is being replaced rapidly by PR – we're told. And according to a twitter today the new series of Mad Men is to be promoted big time with massive PR. It’s enough to make a Madison Avenue man choke on his Lucky. PR? Sterling Cooper did not have a PR division!
But look a little more closely at the current view. This is in fact the view across the street from my hotel on Madison Avenue just a few days ago. There’s the hotel, just behind the car. And here’s the advertising just in front of the car. An ad on Madison for Mad Men.
An ad well crafted and well postioned. Great execution. Great media work and planning. Looks like advertising to me. Well, yes. But this is a viral phone booth and it's saying to me 'write about me' (Does anyone use them to phone anyone anymore?)
And the addition of a whole range of Mad Men clothing via Banana Republic clothing seems as much a WoM point as a genuine sell. MM King Size would not be far behind, at another time.
The exchange of value here is that we can use the hashtag and search term ‘Mad Men’ to attract you to this blog and I and thousands of others do the work for free. So, according to Theano Apostolou at producers AMC I have become a Mad Men evangelist. What is without a doubt is that the brilliant PR, excellence in craft and the integrated campaign that runs event, merchandise, press and TV delivers wonderful value for money - for me and thousands like me, as well for AMC.
Perhaps the greatest irony is something else altogether. This is a campaign that doesn't require me to own anything new or to consume any more than a simple forty-five minutes of TV.
It's been a pleasure to work for Stirling Cooper.
Get to http://www.amctv.com/originals/madmen/ for the 'recreate yourself in 60's style' avatar treat and the 1960's cocktail guide of evergreen delights. I'm a sucker for advertising.
PR Week US: http://tinyurl.com/nh2mm7