Creativity in Public Relations

A lot.  Jeff Davidoff is the VP of Brand Marketing and Communications at Whirlpool and in my world is a hero.  He recently wrote an article for Advertising Age about the power of PR and marketing integration in general – you know there is a shift in the universe happening with AdAge gives some space to a story about PR.  Jeff shines the spotlight on the power of PR that led to the successful search for the new Maytag Repairman in the States, which resulted in nearly 2,000 candidates hoping to wear the famous polyester suit.  The campaign cost less than $500K and the company estimates its value at $10M – not a bad return.  

Jeff smartly states, “When we look at all of the marketing tools and communications options we have, we rely more heavily on public relations, websites and online media. These areas help us better reach key influencers and thought leaders who, in turn, are more likely than traditional advertising to sway a consumer to make a purchase. While national advertising is still key for our mass brands, there is a definite shift to a more balanced mix of media.”  This pretty much sums up what I’m hoping most marketers are realising these days, and in turn, most people working in advertising who seem to be kicking and screaming about making room for PR at the marketing table.  

The best part of Jeff’s article is his love of integration “where the magic happens.”  It sounds like at Whirlpool all the agencies are meeting at the same time and then the idea generation process starts – versus most times which sees weeks of thinking and discussions happening and then someone thinks to call the PR peeps.  I was fortunate to work with Motorola in the RAZR glory days and CMO Leslie Dance had a theory – that the idea leads the discussion, the channel is decided second.  Some times PR led, sometimes Web, sometimes advertising – but everyone was equal.  Jeff and Leslie are equally inspiring.

The campaign centered around a nationwide search to find a replacement for Maytag’s retiring actor who played the Repairman – a repairman who never had anything to do because Maytag machines never break down.  People could enter via public auditions in LA, Chicago and NYC or by sending in audition tapes.  The PR campaign was supported by mobile billboards, online ads and print ads – and everything drove traffic to the campaign website.  The winner was unveiled with a NYC media tour and SMT, with heaps of national media coverage along the way, including an appearance on Ellen where the Maytag repairman gave away a new washer and dryer to each audience member.

The success formula is simple – integration.  I’m hopeful Jeff’s attitude will spread to every marketer in the world, and the world will benefit from some smart people working together to truly make campaigns that are magical.  Fingers crossed!