In November 2007, Res Publica won PRIA's top national award for a public affairs campaign, and then in February 2008, Res Publica was named AdNews PR Agency of the Year for 2007 after an exceptional year of growth and success. They were acclaimed for delivering big, original ideas that cut through the clutter and delivered positive brand awareness for their clients. Slice caught up with managing director Gabriel McDowell to uncover some of the secrets to Res Publica's success.
Tell us about a campaign you're most proud of?
The campaign to legalise Therapeutic cloning. We ran the campaign on behalf of a range of patient advocacy groups representing sufferers of diseases and conditions like spinal injuries, juvenile Diabetes, motor neurone disease, Alzheimer's. It was a complex campaign over an extended period of time, incorporating the mobilization of grassroots constituencies, media relations, and lobbying. We won in the end and because it gave real hope and joy to a lot of people, it is the stand out campaign.
How do you measure campaign success?
How happy is the client?
What makes your agency different from others?
I like to think we combine professional excellence with a down to earth attitude. Also, we've got a real results orientated approach and I think it is this combination that helps us attract and retain clients.
What are the biggest challenges facing PR agencies right now?
Getting good people. We elicit a lot a high quantity of applications to our searches but the quality responses are few and far between and the problem's worst at the account director level. So if there's anyone really good out there...
Rolling Stones or The Beatles?
Tough one musically, but for sheer front and because they're the epitome of rock and roll bad boys you can't go past the Stones.
New York or New Delhi?
New York and London are my two favourite cities. I'd happily spend a year to two in either.
Earl Grey or English Breakfast?
I'm Irish so Irish Breakfast.
Loafers or blunnies?
I grew up with Doc Martins, they're probably closer to blunnies.
Tracking the media, monitoring the message
