Welcome to the second episode of "Building a Legacy," a three-part series on "That's What I Call Marketing," in partnership with Legacy Communications. In this series we will deep dive into the evolving world of communications and how Legacy Communications are shaping the future. In Episode Two of this 3 part series, host Conor Byrne meets Claire O’Grady, Micheal Brennan and Aidan McLaughlin. The episode delves into the shift from traditional PR to a more integrated approach with the guests discussing how agencies are collaborating more closely with clients and how understanding client businesses deeply is a key factors in achieving better creative outcomes. The conversation moves to the importance of creativity within constraints and how structured processes can actually foster more innovative ideas.  The role of creativity in unexpected areas, like search, is explored with great examples from the guests on how to think creatively across all elements of a campaign - down to search. The episode covers strategies for navigating the attention economy, focusing on capturing and retaining consumer attention in a fragmented media landscape. The guests share examples of successful reactive campaigns and the role of digital PR in modern marketing. They emphasise the need for businesses to stay attuned to cultural shifts and be prepared to act quickly and authentically. 00:27 Series Introduction: Building a Legacy 01:04 Meet the Guests: Claire, Aidan, and Michal 02:40 Evolving Roles in Marketing and Communications 07:22 The Importance of Relationships and Collaboration 14:46 Creativity and Constraints 16:27 The Role of Search in Creativity 22:13 Curiosity and Bravery in Marketing 24:31 Campaign Success and Creative Effectiveness 26:36 Client-Agency Relationships and Information Sharing 28:17 Fostering Creativity and Team Collaboration 30:51 Handling Feedback and Criticism in Creative Work 32:31 Rapid Response and Embracing Culture in PR 40:34 The Role of Technology in Enhancing Creativity 47:36 Concluding Thoughts and Book Recommendation Meet the Guests: Claire Grady: With over 18 years of experience delivering award-winning campaigns for brands like BT, Pampers, and Eddie Rockets, Ciara is the Director of Creativity and Strategy at Legacy Communications.Aidan McLaughlin: Aidan brings a wealth of knowledge from both agency and client-side roles, focusing on storytelling and large-scale cross-platform communications.Micheal Brennan: The Head of Search at Legacy Communications, Micheal sheds light on the surprising role of search in creativity. Don't forget to subscribe, rate, and review the podcast, and stay tuned for the next episode in the "Building a Legacy" series, where we explore the power of creativity in shaping successful marketing campaigns https://www.thatswhaticallmarketing.com/ https://legacycommunications.com/ Hosted on Acast. See acast.com/privacy for more information.