Among the winners at the PRWeek awards last week, was "pop-up" PR agency Jack + Bill.
So what exactly is a pop-up PR agency, and what did Jack + Bill do?
As their website explains:
"With no traditional path or client before them, and senior staff serving only as advisors-upon-request, the Jack + Bill team turned the pop-up planning process into an exercise in entrepreneurship and bold experimentation. The team laid out a unique plan, taking on Jack + Bill clients for free, to help the kinds of young designers who rarely have had access to big agency expertise. To select clients, Jack + Bill turned the traditional client pitch process on its head and created an open “casting call” for fashion brands to compete to win services. Some 150 applicants – along with Gossip Girl stars Penn Badgley and Blake Lively – attended the casting call, which was shared with Porter Novelli and industry observers through live blogging, Twitter feeds, real-time iPhone to Flickr photos, YouTube videos and traditional media vehicles.
Once clients were selected, the team developed individual plans for each, ranging from development of online video content to blogs and digital fashion press buzz. Work culminated with a style trends panel featuring Jack + Bill clients, held for European fashion journalists, and a party for 250 staffers, journalists and friends, co-sponsored by PN clients HP and Absolut."
This bold move delivered much exposure from the clients Jack + Bill chose, but also much kudos to Porter Novelli for managing millennials and showing traditional PRs how to use social media. According to PRWeek, agency staffers have been inspired and empowered, while PN clients, such as HP and Absolut, have shared their support for Jack + Bill. This has prompted new business queries from prospective clients ranging from financial services to menswear.
As one PRWeek judge said it's “a great innovation with lots of positive residuals for the staff, clients, and the agency.”
For more information visit: www.jackandbillpr.com
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