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Lark: Creative agencies still want to spend all the money on TV The chief marketing officer of CommBank has warned the public relations industry...
Lark said that many PR agencies were not maximising their strategic and creative capabilities and said that creative agencies were a threat. “You should be the owners of content, you should be developing content and managing communities, driving conversations… but I’m terrified as a recovering PR that you won’t get with the program,” he said. L
ark held a senior role in the US at PR agency agency Fleishman-Hillard. He was also chairman of the juries for the CommsCon Awards. He cited PR agency One Green Bean’s recent campaign around the Commonwealth Bank’s Kaching app as an example of where an agency – led by executive creative director Kat Thomas – was using its strategic and creative muscle....
Lark trows down a gauntlet, challenging PR to up it's game.