Sinead O’Connor, Senior Director at Current Global MENAT
The role of PR in integrated communications strategies has been evolving over recent years and continues to be one of the industry’s hot topics. Thankfully, we’re moving away from ‘can you get some coverage for this advertising campaign’ to PR starting to have a genuine seat at the table when defining the strategy and creative.
This was particularly evident at Cannes Lions 2024, a breakthrough year for the PR industry where, for the first time ever, we saw PR agencies pick up Grand Prix as well as credits across the shortlists and winning campaigns.
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