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.