How brands are adding creative thinking and innovation to their storytelling

Is your brand thinking outside the box with its content strategy? Developing unique content is essential to breaking the mould in the social media world. PR guru, Amanda Fry, explains how creative thinking and innovation captures an audience and what brands are doing to stand out from the rest. 

Plus, the star-studded client list Amanda has worked with over her career. 

The following is an excerpt from the Brand Storytelling podcast. Available on iTunesSoundcloud and select android devices. 

Rakhal: In your career, you've obviously worked with some pretty huge brands but also some amazing personalities. We mentioned Jimmy Choo, which in itself is an iconic brand now. You've also worked with the likes of Mariah Carey, Jerry Seinfeld and I mentioned the Kardashians. What unique opportunities and challenges of those unique experiences presented for you over the journey?

Amanda: I think when you're looking at someone like Jerry Seinfeld and I worked on the Bee movie with Paramount. It was obviously on the back of Seinfeld and this was someone who had an iconic career from changing the nature of sitcom. Seinfeld was an absolutely revolutionary show. Working with someone who is that creative and that smart, was fascinating, particularly when you doing media junkets. It's because you got to watch really intelligent questions, really engaging and interesting answers over all of those interviews. Often when you're doing a junket, that's for movies, they can get a little bit formulaic and a little bit boring. That was absolutely fascinating.

I also worked with Priscilla Presley. I worked with her in London, Canada, and the U.S. There was one particular day in the U.S. where a journalist came in with a very clear agenda and quite a hostile agenda. Priscilla looked at me and said, "Let me handle this." I knew straight away that we were going to go over time and that she was going to turn this journalist around. She spent 35 minutes with him instead of her normal 10 to 15. Absolutely, he left the room thinking she walked on water because he came in with a preconceived idea of who Elvis's wife was. Okay, she's been in a couple of movies, comedies, but really having no understanding about the woman.

This is a woman who is incredibly intelligent, grew up in a time in history that is phenomenal, single-handily saved Elvis' and Graceland's legacy without question turned it into now what is a very profitable business. It was fascinating working with someone like that particularly because I've come from a background where I wasn't particularly an Elvis fan. To watch the care that she took with fans, because people get married to those songs. They get engaged. They're big moments in their lives. She never underestimates that. To watch a journalist who wanted to come in and have a conversation about her, her background, her kids, Michael Jackson, whatever. For her to educate him on who she was and have him leave the room with a different opinion, that is being in the presence of greatness. Of course, the Kardashians, they're a social media outlet themselves. They don't need the press, it's the other way around.

 

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