Heinz's "Heinz vs. Everyone" TikTok campaign turned disappointment with off-brand ketchup into a category conversation, proving offense beats defense for category leaders.
Heineken's "Starring Bars" campaign, a Cannes Lions winner, offers a revolutionary model for PR by aligning purpose-driven marketing with existing business expenditures. This case study details how redirecting production budgets to struggling bars created a sustainable PR system, not just a temporary stunt, providing key takeaways for PR agencies and brand leaders.
AstraZeneca and Edelman’s "Nico and Chloe" campaign broke pharmaceutical marketing norms by focusing on patient stories, leading to significant increases in website engagement and earning a PRWeek Healthcare Award.
Airwallex turned sports sponsorship from logo placement into a PR weapon — flipping 930 digital screens across Australia simultaneously to celebrate Lando Norris's championship win. The McLaren F1 takeover that rewrote the out-of-home activation playbook.
Cash App hired Emmy-nominated filmmaker Ramy Youssef to direct its "Cash In" campaign. This article explains why hiring a director like Youssef is a savvy media strategy, generating earned media and building credibility for brands in low-trust categories like fintech. It covers key takeaways for PR and marketing leaders.
Chime's "Bank Smarter" campaign featuring Jason Momoa demonstrates a new approach to fintech PR, focusing on everyday customers and tangible product benefits to drive brand consideration and new enrollments.
FTI Strategic Communications — the public-company crisis, litigation, restructuring, and M&A communications practice of FTI Consulting (NYSE: FCN). Mark McCall leads the segment. Approximately $305M in FY 2024 revenue inside a $3.7B parent.
From the 2009 Michelle Obama image search to Gemini Black Vikings to AI Overviews telling users to eat rocks — 17 years of Google's algorithm-as-brand crises and why the original playbook is breaking in the AI era.
17 years of one of the most disciplined personal reputation architectures in American public life. Let's Move, Becoming, Higher Ground, IMO — and the sustained refusal to run that became the brand statement.
Wells Fargo — founded 1852, NYSE: WFC. The defining U.S. banking reputation case of the post-2008 era. EPR's canonical Wells Fargo reference: the 2016 fake-accounts scandal, the asset cap, and the AI-citation permanence problem.
