Campaigns that shook the world : the evolution of public relations /: the evolution of public relations. (2015)

• Record Type: Book
• Further Information: Note: Danny Rogers ; foreword by Martin Sorrell.
• Authors: Rogers, Danny
• Contents: 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 future -- Index.
• Publisher Details: London Philadelphia : Kogan Page
• Publication Date: 2015
• Extent: 1 online resource
• Subjects: 659.1/13; LANGUAGE ARTS & DISCIPLINES / Communication Studies; Advertising campaigns -- Case studies; Political campaigns -- Case studies; Branding (Marketing) -- Case studies; Public relations -- Case studies; BUSINESS & ECONOMICS / Public Relations; BUSINESS & ECONOMICS / Marketing / General; LANGUAGE ARTS & DISCIPLINES / Communication Studies; SOCIAL SCIENCE / Popular Culture; BUSINESS & ECONOMICS / Advertising & Promotion; Advertising campaigns; Branding (Marketing); Political campaigns; Public relations; SOCIAL SCIENCE / Popular Culture; BUSINESS & ECONOMICS / Marketing / General; Sales & Marketing; Electronic books; Case studies
• Languages: English
• ISBNs: 9780749475109; 0749475102
• Related ISBNs: 9780749475093; 0749475099; 0749475102
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.