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BizCommunity: Purpose-Driven Storytelling Drives Comms

May 30, 2019


Purpose-driven storytelling drives communication

BizCommunity, 30 May 2019

(Image courtesy of BizCommunity)

The 2019 SABRE Africa Awards were a testament to the increasingly engaging public relations campaigns coming out of the continent. WE Communications' Sarah Gooding was invited to share some of the agency's award-winning work at the Holmes Report In2Summit event in Kigali on the afternoon before the Awards event.
Here’s what she had to say about emerging trends within the African PR scene:

What was the overall calibre of work like?

It was exciting to see the level of work competing at this year’s SABRE Awards. Agencies are becoming increasingly creative in their drive to tell powerful, relevant stories, and we can certainly be proud of the work we’re creating as a continent.  

Was there a recurring theme across award-winning work?

Consultancies that perform well are typically those leading or at the very least ensuring they prioritise the conversation around data and analytics. As an industry we’re still at the beginning of our data revolution, but already we see that those campaigns that generate the greatest long-term success and impact are those that leverage strong insights. PR will always be built on creativity, but the difference now is that successful campaigns are using data to inform their strategies.