Jonah Cairns, Junior PR and Marketing Executive:
Please give us a short introduction to you.
After a few years experimenting with a career in music videos and video editing, I noticed the mismanagement of independent artist’s public presence, marketing and social media; sparking my interest in finding out how PR can be used to improve the popularity of up-and-coming musicians.
Can you give us an overview of your first few months at the agency?
Whilst initially intimidated by the amount of alien concepts that came with entering a new industry, I quickly grew to enjoy the process of learning the landscape and exploring each of the client’s tailored needs. The team have been great at both welcoming me into the world of PR and supporting my development and growth. Although new to the industry, I’ve worked with a broad range of clients that have challenged me to adapt my knowledge and leverage creativity.
What makes you enjoy your role the most?
The fulfilment that comes with landing a big success for a client is great, but the methodical process and strategy that comes in the lead up and preparation is my favourite part. The process of improving, experimenting and learning new approaches is always rewarding. It’s also a great addition to work for a business that prioritises working with companies that have a positive impact on the world.
What inspires you?
Seeing the creativity expressed by other people is always really inspiring. It’s always a good motivator to see someone think outside the box and do something unique that you may have never thought of.
What is your favourite campaign that other brands have created?
My favourite campaign would have to be ‘Straight Outta Somewhere’ by Beats by Dre and PMG; for the release of Straight Outta Compton in 2015. In the run up to the film’s release, the campaign took advantage of internet culture, by creating a customisable graphic that allowed the public to upload a photo and fill in the blank of ‘Straight Outta X’. Seeing a black and white dramatic photo of someone you knew from a middle class family with ‘Straight Outta Cambridge’ created a funny contrast in themes and proved to be very successful, with a an estimated 1.2 billion people reached worldwide. Combining my two biggest interests of Hip Hop music and films, it made a memorable and interesting campaign, if a bit cringeworthy at times.