Public relations firm Clea has not only completed 10 years but has also unveiled a commercial on the same. And by doing so it has become the first ever PR agency to advertise and release a commercial on itself. Now that’s a good PR.
Elaborating on the rationale behind creating the TVC, Vinod G Nair, Managing Director, Clea, admitted candidly, “Actually, this is a planned communication campaign and advertising is only a part of it. For many years, there have been a number of rumours doing the rounds that Clea is closing down, Clea is losing clients, Clea is dead and gone. Yes, we were going through a hard time. From being the biggest, largest and most premier PR agency in the country, we suddenly went into a free-fall and faced a tough period. All through these tough years, we kept quiet and focused our energies on consolidation and stability. We fine tuned our processes and systems and bettered our service delivery. We cut costs and pruned expenses. It took us almost four years to re-stabilise and start growing.”
“And grow we did. Tripled our turnover, doubled our profits, doubled our client base, and opened new offices. The need then became as to how do we communicate our rejuvenation and our new life to the world at large. The answer is a sustained year-long communication campaign, of which advertising forms a part. There’s a lot more in the offing. Lot’s more firsts and many more innovative initiatives,” he added.
The key reason behind the TVC was to break new ground and create impact as this was something that would make people sit up and take notice.
Nair further said, “Secondly, we had to dispel the myth that Clea is cash strapped and has no money and is going through bad times. Clea is flush with funds and can even afford to advertise on TV. How many PR agencies can afford to do that?”
“Clea is robust, healthy and growing. Thirdly, there’s no better way to reach a mass audience with exact messages. The keyword here is ‘exact’. With advertising, one is able to control the message and hence, when the need is for giving out specific messages, advertising is the answer.”
The creatives have been developed by Nair himself along with Bob D’Silva, who is the creative head of AMO Communications, and film producer Manu Kumaran. There are ten 15-second ads broadly grouped into three categories – Celebrating 10 years, Recruitment and New Business.
In the first phase, the commercial will be aired only on CNBC for a period of seven to 10 days. Phase two will see the unveiling of the second set of ads, again on CNBC. Two or three other key channels will be explored in the third phase.
The TVC campaign is only one part of the 10th year campaign. There’s a lot more in the offing, which will be unveiled during the year. This includes an email campaign, an SMS campaign, a direct contact programme, direct mail campaign and some unusual elements.
“We will do everything but an ‘editorial media campaign’. The reason is simple and a pointer towards the biggest problem being faced by our industry and quite a few other industries. Many of the publications, when approached for editorial support, came back with the miserable excuse of having a policy of not writing about PR agencies and PR professionals. As part of this learning, we are considering showing a naked woman fiddling with the mind of a clothed man in our next phase of the campaign,” Nair quipped tongue firmly in cheek.