Providing an integrated strategy for clients differs from agency to agency. Digital and creative agencies are increasingly partnering up to unlock the full potential of both, with clients seeing streamlined processes and improved bottom lines.
Director of boutique PR agency Campbell & Co, Vinny Sherry, says he’s seen the shift in the past decade from PR having a very specific place in the industry to becoming indispensable across the board. “We used to do the dark arts in the background of campaigns, with messaging, and our currency was our relationships. That’s exploded now. On any given day, we might be managing a paid media partnership, working directly with influencers and weaving in an experiential element to a campaign, as well as developing earned strategies.”
Sherry says Campbell & Co still considers itself a PR-led agency, but the definition of PR has expanded. Content has now become a large part of their business and the agency offers clients content-creation services.
Campbell & Co’s clients include big international brands such as Ben & Jerry’s and Land Rover, clients with whom the agency can share deep knowledge about messaging and entering the New Zealand market.
“For some of our bigger clients, we offer more than a PR agency – the offering is fully integrated,” says Sherry. “Translating big global campaigns into the New Zealand market doesn’t always work,
