Features campaigns by Saatchi & Saatchi, Edelman, Bell Pottinger, Ogilvy, Freuds, Pitch and other well-known agencies

Foreword by Sir Martin SorrellIntroductionPart one Old school, robust media battles but with leadership, strategy and innovation01 Labour isn't working: The election of Margaret Thatcher-1978-1979
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...02 New Labour, New Britain: Tony Blair's repositioning of the Labour Party-1994-2005
Introduction
Why the campaign shook the world
Why was the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...03 A right royal renaissance: Rescuing the British Monarchy-1997-2011
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...Part Two New approaches in global entertainment and sport, based on coalition and creativity04 Start Me Up: Reinventing the Rolling Stones-1981-1982
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...05 A way beyond football: Brand David Beckham-1998-2013
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...06 Inspiring a generation: London 2012 Olympic Games-2005-2012
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...Part Three Modern marketing movements with digital convergence and purpose07 Product (RED): How Bono changed cause marketing-2006-2014
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The wider context
The context
The objective
The strategy
How the narrative unfolded...08 The audacity of hope: Obama for America-2006-2008
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...09 Campaign for Real Beauty: Dove-2003-2013
Introduction
Why the campaign shook the world
Why is the campaign great?
The cast
The context
The objective
The strategy
How the narrative unfolded...10 Conclusions: A manifesto for great campaigns1. Clear vision, a unified team and authenticity
2. A PR-led strategy and consistent narrative (and the risks therein)
3. A collaborative rather than adversarial approach to the media
4. Forging partnerships and breaking down barriers
5. Embracing the evolving concept of 'celebrity'
6. Integrity and purpose
7. Building genuine 'movements'
8. Optimizing digital technologies
9. Convergence and integration
10. Leadership, storytelling and creative flair
Other campaigns on the verge of greatness
The qualities of great communications professionalsIndex