Showcase: Campaign Picks

This year, for the first time, we asked a selection of our Influence 100 cohort if they’d like to highlight the best earned media-led or PR campaign they’ve seen recently. Ten in-house communications leaders, based across the US, EMEA and Asia Pacific, have selected work ranging from campaigns for some of the world’s biggest consumer brands, to impactful programmes for charities, NGOs and governments, and exceptional B2B campaigns.

Abhinav Kumar

Chief Marketing & Communications Officer
TCS

“In the B2B space, ‘A song for every CMO’ was a very creative campaign [by Spotify Advertising and FCB New York], showing how hyper-personalization of a campaign can be done to the level of an individual person.”

“I also came across this work by Husqvarna, the lawnmower company, which used a software update to its Automowers to ‘sing’ happy birthday to the loneliest robot in the universe, the Mars Curiosity Rover. Simple, but a great idea and well executed.”

Dominic Redfearn

Global Brand & Communications Director 
Diageo

“The Heinz Ketchup Fraud campaign [by Rethink Toronto] was a brilliant, original take on the problem of counterfeit goods.”

Lorenza Pigozzi

Head of Communications & External Relations 
Fincantieri 

“The Postponed Day breast cancer awareness campaign [by Grey Argentina], and IKEA’s Second Best, because of their simplicity.”

Matthias Berninger

VP Public & Government Affairs 
Bayer

“Ukraine's PR activities to galvanise global support.”

Nevashnee Naicker

Head of Corporate Communications
Anglo American

“My first observation is that the overall quality of PR campaigns is increasingly on the rise, and I think our whole industry should be commended for this. A standout campaign this year has been Dove’s Turn Your Back against TikTok’s viral ‘Bold Glamour’ filter [by DAVID and Ogilvy]. Dove really gets behind challenging toxic beauty content in media and social media and works to hold a lightning rod to these issues. This campaign cleverly used influencers for big key moments to drive its point– generating significant talkability and earned media to support its cause.”

Ritu Jhingon

Director of Communication, PR & Branding
Vedanta

“The American Heart Association’s Go Red For Women campaign has really generated a lot of buzz to increase awareness about heart attacks in women.”

Sally Susman

EVP & Chief Corporate Affairs Officer 
Pfizer

“I love seeing the work Mattel has done with Barbie to prioritize inclusivity. I believe representation is important in all aspects of life and play is no exception.”

Sandy Rodriguez

Chief Communications Officer
McDonald’s

“I really appreciated the NFL Flag Football campaign, Run With It. Loved that it highlighted a woman – Diana Flores and other trailblazers from many eras and sports – and the role they play in moving competitive sport forward. And while that’s inspirational enough on the surface, they added another layer to the campaign by highlighting Diana and all that she and her family overcame together so that she could be where she is.”

Torod Neptune

SVP, Chief Communications Officer
Medtronic

“Johnson & Johnson's Health Equity Innovation Challenge.”

Valerie Tan

VP Public Relations, Social Media & Internal Communications 
Emirates 

“The Unburnable Book [by Rethink Canada for Penguin Random House]. It was an unexpected stunt that brought to attention a topic most people find abstract and perhaps a bit dull. Proceeds from a Sotheby's auction benefitted work on free expression.”