W Opinion

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

Phones Are Good: Three Mobile stokes a debate

The mainstream media has become a somewhat hostile territory for mobile phones of late. Whether it’s research linking excessive phone usage to poor self-esteem, or opinion pieces claiming phones have single-handedly destroyed our capacity for verbal communication and social interaction, our trusted cellular devices have been re-cast as the villain. But are they really that [...]

More

Not just snapped but irreparable

When influencer marketing goes horribly wrong

More

Word of the Week: Campaigning

There has never been more campaigning – from the environment to #metoo, problems are being fought for at a level that has never been seen before. But is it making any difference? Brett Kavanaugh was appointed, global warming appears unstoppable and plastic has made it to even the most remote islands and seas in the [...]

More

Mark Perkins speaks to Creative Moment

Mark Perkins, W’s Executive Creative Director, talks to Creative Moment about his career and creative inspirations covering everything from how his first ever creative task was getting his parents to buy him a dog, how he turned round a car crash job interview in his early PR days and the two questions all creatives need [...]

More

Word of the Week: Social (aka Digital)

How our 'L'Eau de Chris' campaign proves that PR and social are, always, #bettertogether

More

W Spreads its Wings with Hat-trick of PR Week Awards

W wins three PR Week Awards for consumer PR, digital and financial services

More

Word of the Week: Millennials (by a Millennial)

The holy grail of Marketing, PR and Advertising (still) seems to be the (always) elusive millennial generation – those born between 1980 and 2000 and with little else in common than their birthdays. This last fact has not stopped brands from trying to define them and reach them en bloc. And HOW they have tried. [...]

More

Word of the Week: Search

Ever since a train crash stunt was arranged by William George Crush of the Missouri-Kansas-Texas Railroad to sell tickets in Texas in 1896*, our industry has been about making people, brands and businesses famous for cash (theirs and therefore ours). * apparently this marks the spot where PR was born, although fans of Edward de [...]

More

As the big beast leaves the stage, is it time for a new holding company model?

Adam Mack, UK CEO, writes in PR Week about a (utopian?) industry future where small and medium firms come together in collaborative holding companies bound together by the entrepreneurial spirit that spawned them and a common drive to deliver exceptional work for clients (all the while maintaining their identities). https://www.prweek.com/article/1462294/big-beast-leaves-stage-time-new-holding-company-model

More

Colin is in the Kaeper-nick of time for Nike

Believe in something, even if it means sacrificing everything.’ Never have more prophetic words been spoken by a Nike Ad campaign and not since the days of Muhammad Ali has there been a more politically divisive figure in the sporting world. Ben Holden, Junior Account Executive write about how Nike didn’t just do the smart [...]

More