MARKETING MIX: LETTERS; PR boosts sales of Wonderbras

From Robert Phillips and Jackie Cooper, founding partners Jackie Cooper PR, London W1

From Robert Phillips and Jackie Cooper, founding partners Jackie Cooper

PR, London W1

We would like to thank you, Martin Loat of Propeller Marketing

Communications and Pauline Kent of Countrywide PR for paying us the

compliment of using our work on Wonderbra as a benchmark case study

(‘Playing with fire’, Marketing, November 23).

Clients are anxious to emulate Wonderbra’s success and we have enjoyed

terrific feedback from the PR campaign to date.

However, many of those who comment on our campaign appear to miss the

central point. Wonderbra is about a lot more than generating heaps of

publicity on the back of an ad campaign. Those who pay lip service to

‘integration’ by making only the obvious connection between PR and

advertising, fail to recognise that the sales function is possibly the

most important component within the integrated loop.

The Wonderbra campaign has worked because it is about more that ‘raising

awareness’. Fundamentally, it has worked because of the partnership

forged between the PR, brand management and sales teams.

This has allowed us to reach our stated objective (identified in the

initial 1993 Wonderbra strategy) of genuinely making PR work for sales.


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