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Established 1967

Campaigns that Shook the World

Campaigns that Shook the World

The Evolution of Public Relations

Danny Rogers


Campaigns that Shook the World examines the most extraordinary PR campaigns from the 1970s to the present day showcasing the impact of PR excellence.

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About the book

Campaigns that Shook the World provides the inside story on a selection of the greatest campaigns of the last four decades, while narrating the development of the PR and communications business. The book provides the definitive case studies of nine campaigns - political, corporate and entertainment - from the 1970s to the present day. It explains their strategies and tactics, looks at the imagery and icons they created and interviews the powerful, flamboyant personalities who crafted and executed these seminal projects.

The book examines Thatcherism, New Labour, Britain's royal family, the Rolling Stones, David Beckham, the London 2012 Olympics, Product (RED), Obama for America and Dove's Campaign for Real Beauty. In addition, Campaigns that Shook the World:

- contains exclusive interviews with campaign gurus such as Alastair Campbell, Matthew Freud, Simon Fuller and Lord Tim Bell
- investigates the relationship between communication techniques, the media and evolving public opinion, using real-world examples
- features campaigns by Saatchi & Saatchi, Edelman, Bell Pottinger, Ogilvy, Freuds and other well-known marketing consultancies

Campaigns that Shook the World grapples with PR's uneasy place at the nexus of politics and celebrity, holding the best campaigns up to scrutiny and showcasing just how powerful PR can be as an instrument of change. It contains insights from Alan Edwards, Paddy Harverson and many others.

Table Of Contents

  • Section - One: Old school, robust media battles but with leadership, strategy and innovation;
    • Chapter - 01: Labour Isn’t working: The election of Margaret Thatcher – 1978–1979;
    • Chapter - 02: New Labour, New Britain: Tony Blair’s repositioning of the Labour Party – 1994–2005;
    • Chapter - 03: A right royal renaissance: Rescuing the British Monarchy – 1997–2011;
  • Section - Two: New approaches in global entertainment and sport, based on coalition and creativity;
    • Chapter - 04: Start Me Up: Reinventing the Rolling Stones – 1981–1982 ;
    • Chapter - 05: A way beyond football: Brand David Beckham – 1998–2013;
    • Chapter - 06: Inspiring a generation: London 2012 Olympic Games – 2005–2012;
  • Section - Three: Modern marketing movements with digital convergence and purpose;
    • Chapter - 07: Product (RED): How Bono changed cause marketing – 2006–2014;
    • Chapter - 08: The audacity of hope: Obama for America – 2006–2008;
    • Chapter - 09: Campaign for Real Beauty: Dove – 2003–2013;
    • Chapter - 10: Conclusions: A manifesto for great campaigns


Danny's book identifies some of the best apple polishers in the business, and examines the role they played in many of the defining campaigns - personal and political, commercial, sporting and cultural - of the modern era.
Campaigns that Shook the World is testament to the effectiveness of great communications. It's more, though, than a welcome addition to the marketing canon. The people and campaigns it explores have shaped the world in which we live - our politics, media, culture and society - in entertaining, controversial and fascinating style.
Taken from the foreword by Sir Martin Sorrell

The age of public relations has long deserved a great book. This is that book.
Mike Morgan, Chief Executive, Red Consultancy

Danny Roger's book tells the story of purposeful organisations engaging with publics both via the media and directly. Rogers is your expert guide. His writing is honest and candid. He doesn't dodge the criticism frequently levelled at public relations and mounts a strong defence for the profession. The book examines public relations for sport, personality, politics and brand. Case studies ranging from the Royal Family to Unilever's Dove are all benchmarked against a rigorous planning model. Rogers consolidates his expert analysis with a manifesto for modern public relations engagement. It's a book that students and practitioners alike will want to read and re-read.
Stephen Waddington, Chief Engagement Officer, Ketchum; Visiting Professor, Newcastle University

Danny Rogers has written a fascinating account of some of the great PR campaigns of recent times. He identifies the core elements of successful PR; authenticity, focus and leadership and describes these campaigns in a lively and highly readable style. A must read for aspiring PR practitioners and seasoned observers.
Simon Lewis OBE, Chief Executive, Association for Financial Markets in Europe (AFME)

An easy read that opens the door to our business to a wider audience, who with the advance of real time channels are every hungry to see behind the doors of celebrity and cultural milestones. The public may know the end result but can now understand the machinery, professionalism and heart that powers them.
Jackie Cooper, Global Chair, Creative Strategy, Edelman

No-one is better qualified to write this book than Danny Rogers and he has done the subject proud. The book works both as an academic treatise and an entertaining read. It gets under the bonnet to show how the campaigns came about and details the impact the campaigns made on our society. It should definitely be read by all current and aspiring PR people and I hope a few of those sceptics outside our profession take the time to read it too.
Giles Fraser, Co-Founder, Brands2Life

Book Details

  • EAN: 9780749475093
  • Edition: 1
  • Published: 3rd October 2015
  • Paperback
  • Dimensions: 234x156
  • 232 pages

About the Author

Danny Rogers is one of the world's pre-eminent media and marketing journalists. He has been editor of Campaign and PRWeek and is currently group editor-in-chief of the Brand Republic group. He has won many industry awards including the British Society of Magazine Editors' 'Editor of the Year' in 2008. Rogers has also been a contributing editor to The Independent, The Guardian and Financial Times' Creative Business, and is a regular commentator on international broadcast media.

Danny Rogers