News & Ideas

The latest dispatches and opinions from W. Sign up to our newsletter at the foot of the page for regular updates.

W Wins Big

Everyone loves a winner. And let’s face it, everyone loves to be a winner. So we’re delighted, humbled, bowled over – and lots of other words that Kate Winslet might use – to have been crowned Best EMEA Consumer Consultancy 2017/18 at the Holmes Report Sabre Awards. It’s been a vintage year for us, as [...]

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WIKITRIBUNE: WHY JIMMY WALES IS RIGHT TO FIGHT THE FAKES

By Adam Leigh We’ve witnessed the rise of citizen journalism. We’ve heard about the wisdom of crowds. And lately, of course, we’ve been introduced to the scourge of “fake news”. This week’s announcement by the founder of Wikipedia of the launch of a pioneeering new project designed to bring transparency to the business of news [...]

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WINE PR UNCORKED: MY TRADE SECRETS

By Rachel Watt Consumer interest in wine is growing, with a recent Haygarth report having found that millennials, in particular, are looking to be inspired by new varietals and emerging trends. Yet there is still a huge lack of understanding of the drink amongst consumers – meaning that brands have to find a balance between [...]

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STRANGE BEDFELLOWS: HOW MURDOCH GOT HIS HANDS ON THE GUARDIAN

By Adam Leigh A tabloid Guardian printed by Murdoch? Needs must when Berliner was a strategic blunder There is a certain piquancy to this week’s news that the Guardian’s print edition may soon be moving to tabloid format under a new publishing deal with Rupert Murdoch’s printing company, Newsprinters. But it’s a story that actually [...]

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INTERVIEW: SOPHIE RAINE, W’S DEPUTY MD

“Regardless of how much schmoozing you do with journalists, building and maintaining strong relationships is about having something that makes them want to trade with you,” according to Sophie Raine, W Communications’ Deputy Managing Director. And what W has to trade with us sounds valuable, with Sophie sharing W’s approach to increasingly media-literate consumers, building [...]

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AFTER LEVESON: SHOULD WE BE IMPRESSED?

By Adam Leigh Consider, if you will, two seemingly unconnected stories with potentially seismic implications for our industry. The first concerns regulation of the British press – one of the many delightful gifts David Cameron bequeathed his successor. This week saw the deadline for consultation on stage two of the Leveson recommendations, and in particular, [...]

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LEGO: A FOUNDATION FOR CHANGE

By Warren Johnson The “Stop Funding Hate” campaign won its first battle last weekend, when Lego announced it was ­severing promotional ties with the Daily Mail. The hard-hitting campaign, which is putting ­pressure on retailers and brands to redirect ad budgets from the Mail, The Sun, and the Daily Express, wants to financially penalise Britain’s [...]

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PRINCE HARRY’S CRY FROM THE HEART

By Adam Leigh Prince Harry’s decision to rebuke sections of the British media for their coverage of his girlfriend’s life and background is widely seen as a milestone moment in the relationship between the Royals and the Fourth Estate. Rarely, if ever before has a senior member of “the Firm” engaged in such direct terms [...]

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WHY JOHN LEWIS SPOOFER ISN’T JUST FOR CHRISTMAS

By Sophie Raine With an 85-second A Level Media Studies project, 18-year-old Nick Jablonka has become an overnight viral sensation capturing the hearts and minds of the British public with his tale of a lonely snowman kept apart from his girlfriend. Entitled John Lewis Christmas Advert’ 2016 – The Snowglobe, thousands were convinced that Nick’s [...]

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IT’S TIME FOR HACKS AND FLACKS TO UNITE

By Warren Johnson At its best, PR is the most satisfying and effective form of communication there is – a hugely sophisticated form of precision marketing that transforms businesses and builds reputations. At its worst, it operates like a dodgy market trader, shouting messages in the hope that eventually someone will stop and buy what [...]

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