The latest PR news from PRovoke Media, previously known as the Holmes Report.
Opinion and commentary from PRovoke Media, previously known as the Holmes Report.
Catch the latest PR news & updates with PRovoke Media's PR Podcasts. Lifting the lid on key industry stories & trends, join our listeners of PR podcasts today.
Latest video interviews and campaigns from PRovoke Media, previously known as the Holmes Report.
The most popular news stories, longreads, podcasts, trends and more from PRovoke Media in 2023.
Long-form journalism that analyzes the issues, challenges and opportunities facing the business and practice of PR.
Industry-leading analysis of the PR stories that matter.
Explore PR profiles and interviews with leaders from the marketing and PR worlds.
Keeping up with the latest thinking on PR industry expansion.
All of PRovoke Media's coverage and events from the World Economic Forum in Davos.
Coverage of the Cannes Lions from PRovoke Media in association with ICCO.
PR Crisis & Business Crisis review. PRovoke Media's annual analysis of the top reputation crises to rock the corporate sector. Read on here.
PRovoke Media's coverage of the Covid-19 crisis, focusing on corporate communication, public affairs & PR industry fallout.
PRovoke Media's PR Trends round up. PRovoke Media's annual forecast of PR trends and news that will impact the PR world in the year ahead...
Diversity & inclusion trends, views and analysis from Provoke Media.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges from around the world of digital communications.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
PRovoke Media's coverage, analysis and news around the rapidly-shifting area of employee engagement and internal communications.
Sports PR news, diversity & inclusion trends, views and analysis from PRovoke Media. Subscribe today for the very latest in the world of sports communications.
PRovoke Media's definitive global benchmark of global PR agency size and growth.
Enter PRovoke Media's 2024 Global 250 Agency Ranking and/or our Agencies of the Year competitions now.
PRovoke Media's annual selections for PR Agencies of the Year, across all of the world's major markets.
The 100 most influential CCOs & CMOs of leading brands around the world.
PRovoke Media profiles marcomms innovators from across North America, EMEA and Asia-Pac.
The most creatively awarded PR campaigns and agencies in the world.
In-depth annual research into the PR industry's efforts to raise creative standards.
APACD/Ruder Finn annual study of Asia-Pacific in-house communications professionals.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
The biggest PR conference of the year, a high-level forum designed to address the critical issues that matter most.
A global network of conferences that explore the innovation and disruption that is redefining public relations.
Unrivalled insight into the world's best PR agencies, across specialist and geographic categories.
Our Roundtables bring together in-house comms leaders with PR firms to examine the future of communications.
PRovoke Media elevates the PR industry at Cannes, in conjunction with ICCO.
PRovoke Media's coverage & events from the World Economic Forum in Davos.
The PR industry’s most comprehensive listing of firms from every region and specialty
Find the latest global PR and communications jobs from PRovoke Media. From internships to account executives or directors. See all our PR jobs here.
Content from PRovoke Media's premium partners.
PRovoke Media's editorial series published in collaboration with partners.
The Innovator 25:
How do you define innovation?
I define innovation as anything that solves a problem with a solution that isn’t obvious. When we, as marketers, go immediately to the tool in our toolbox we know will work because it worked before, we may be effective in meeting immediate goals but we’re coasting at best. Innovation requires experimentation and therefore requires tolerance for risk. The most innovative companies in the world right now, the ones we all look to as beacons of the future, are all taking amazing risks, from Netflix to Tesla, to Uber, to Apple and Google. They’re more afraid of stagnancy than failure.
What is the most innovative comms/marketing initiative you've seen in the last 12 months?
The innovation I’m most excited about right now in communications and marketing is work that blows up the idea that utility and inspiration are two modalities of a brand. I’m really in love with the work we did with Hulu that launched this year. It’s gorgeous, intuitive, personal, and emotional - all the things you would expect from the “marketing” side of the house, but at its core it’s a product, built around prioritized user and business needs. I think the smartest work out there is moving away from “storytelling” and “functionality” as two barely overlapping circles. Instead we’re building an ecosystem that’s actually useful to consumers, that they seek out organically, and infusing it with experiences that communicate a brand’s value.
In your opinion, what brands and/or agencies are most innovative around PR and marketing?
Smaller, startup disruptors in the retail industry like Warby Parker, M.Gemi, Dollar Shave Club, Casper, and Thinx are doing an amazing job making their nimble, challenger status an asset. Their emphasis on craft, product quality, and direct to consumer transparency, coupled with aggressive use of social media as a primary advertising platform to establish their base quickly (almost before the established players see them coming) is pretty phenomenal. It feels like this is a moment we’ll look back on where a new playbook was established for how challenger brands enter the market.
Describe a moment in your career that you would consider 'innovative.'
My approach to convincing Huge to hire me 13 years ago could be described as either crazy or innovative. I interviewed 6 times over 10 months for 6 different job postings ranging from copywriter to admin to project manager to researcher, and enthusiastically pitched myself as perfectly qualified for each role. Eventually they hired me as the company’s second project manager and 13th employee, either out of admiration for my tenacity or because it was the only way to make me stop interviewing.
Who do you admire for his/her approach to innovation?
My boss, Aaron Shapiro. In addition to having a brilliant mind himself, he’s shockingly democratic in his approach to innovation. He can find a spark from anyone on a team at any level, see the genius in it, and stoke it into a fire. He listens with a focus that is unparalleled and inspires me with his complete openness to ideas. He truly suspends disbelief and can be as out there as any designer when it comes to ideation, using his business acumen as an additive rather than conservative force. It’s a trait I admire greatly and aspire to emulate.
How do you get out of a creativity or productivity rut?
What advice would you give to the PR industry around embracing innovation?
If PR is about telling great stories that capture the right attention, innovation is the greatest story of all. And risk is the plot tension that makes us all take heed.
In your opinion, what's the most innovative place in the world?
The design department of any creative company. I have an achilles heel of being very conservative when it comes to imagining what’s possible. Designers view constraints as very low hurdles set for a racetrack full of flying unicorns. They have to, or they’d design to requirements and we’d all be worse off for it. Designers invent the impossible, then push us all to create space for possibility.
What's your favorite hobby that's not work-related?
Biking around the city with my 5 year old daughter on her “extend-o-bike” (not the brand name, just what she calls it) - a fun contraption that’s a kids bike attached to the back of mine. When we hit a hill I request a “power boost” and she pedals like mad. It really makes a difference!
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings A-Z News Sitemap
© Holmes Report LLC 2023