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Bournemouth

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    • Turning Heads to Help Launch the Peugeot 308cc
    • A Taste Of Fame for Walkers
    • The National Year of Reading
    • Bigging up Bertie for Trebor Bassett
    • National Drugs Helpline
    • Anti-jargon Campaign for the Village PR
    • Streakr Bares all for BETA
    • Building Loyalty for Blueback
    • Targeting Teens for Piczo
    • Schindler’s List – Universal Pictures
    • Putting The Photo Imaging Council in the Picture
    • A Campaign with Attitude for The ACF
    • Hope & Homes for Children
    • Dishing it Out for Kellogg’s
    • W1 by Raymond Weil
    • Hitting the Right Note for Deutsche Grammophon
    • Bridget Jones’ Diary Goes SMS
    • FHM’s High Street Honeys
    • Simply The Best CITV
    • Nikon’s Twisted Sister
    • Getting TIME on TV
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Creativity

Coming up with Ideas

Once the strategy is pinned down, by far my favourite part of the planning process is coming up with ideas.

For the Holocaust Memorial Day Trust
For the Holocaust Memorial Day Trust
For the Holocaust Memorial Day Trust
For the Holocaust Memorial Day Trust
For the Holocaust Memorial Day Trust
For the Holocaust Memorial Day Trust
Book cover photography
Book cover photography
Alex Reid
Alex Reid
Music video photography
Music video photography
'Nudes' campaign for Peugeot
'Nudes' campaign for Peugeot
Piczo Parkour Team
Piczo Parkour Team
Guerrilla Campaign for Global Analytics Holdings Inc
Guerrilla Campaign for Global Analytics Holdings Inc
For VisitBrighton
For VisitBrighton
Coverage for 'anti-jargon' campaign
Coverage for 'anti-jargon' campaign
Promoting 'MILK', a photographic exhibition
Promoting 'MILK', a photographic exhibition

I don’t use a unique four-stage IntelliTank™ process to think outside the box and churn out IdeaGiblets®.

I’m usually given the brief and I disappear home with a bottle of Blue Nun returning the next day with two pages of ideas.

Admittedly, some may not be what you were expecting* but they’ll be on brand, will get you coverage and I guarantee you’ll like a few. I particularly like ideas that take the client outside their comfort zone – they’re quite often the ones that tend to catch the eye of journalists.

I work as a creative consultant for a number of PR agencies who call me in as a ‘fresh pair of eyes’ when they’re either pitching for business or undergoing a re-pitch process.

I’m used to running brainstorms, which ideally involve the client. I ran one recently with a team of high-level management from BT Global Services. The resulting ideas were used the following quarter as speaking topics for their CEO.

I’ve written a Guide to successful brainstorming which is now used by three PR companies and a branding agency. I recently advised creative hotshop Freud Communications on ways in which to improve their creative processes.

By the way, the enthusiastic chap in the video is not me.

I believe the whole purpose of being alive is to be creative. The subject fascinates me and I read every book on the subject that I can get hold of. I particularly enjoy thrashing out ideas with friend, author and creativity guru Andy Green.

Highlights include taking the costumed character Bertie Bassett to Sotheby’s to bid on a box of liquorice Allsorts signed by the Beatles. We achieved blanket print and broadcast coverage, and the campaign was winner of PRWeek’s Best Promotional Campaign. Meanwhile, 308 ‘nudes’ infiltrated London commuting hubs to coincide with the launch of the Peugeot 308cc, generating 105 pieces of coverage globally, 5 million YouTube video views, and achieving the 7th most viewed YouTube channel globally for four days. The campaign was hailed as ‘breaking new ground in automotive marketing’ by a leading motoring magazine.

For Nikon, launching a new camera that operated when ‘twisted’, I created a seven foot tall drag queen called Twisted Sister, who toured the UK’s hottest night spots, taking pictures, which were projected onto the venue’s screens, and featured on dedicated website, where visitors voted on subject’s ‘twisted’ rating. The campaign received 33,000 competition entries in two months.

To launch another camera for Nikon, we flew 46 photographic journalists to Iceland, where my friend Kolla (organiser of Iceland Fashion Week) had organised a catwalk show on top of a glacier for the journalists to put the camera through its paces.

*I once suggested a mobile phone company launched a new game by shooting dwarves dressed as superheroes from a branded cannon into the River Thames.

 

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Happy Clients

“Thank you very much for the huge amounts of effort which I know have been invested, and for sticking with one of the most difficult of all tasks – a year round campaign….the client will have been suitably impressed.”
David McLaren
Chairman, Hill and Knowlton

“…we have established a new level of awareness of the ACF among journalists – we couldn’t have done it without you – many thanks.”
Brigadier John Neeve
General Secretary, ACF

“Bill is one of the most creative people I know. Give him any project and he’ll come up with a range of ideas for PR campaigns, some of which are unusual, yet will always create awareness, capture the imagination and are do-able. Bill has an amazing mind and can look at a problem like no-one else I know. He is totally in tune with current trends and thinking. Oh, and he’s a great guy and fun to have around as well!”
Elaine Swift
Head of Press & PR, Nikon

“Bill is a delight to work with. He is creative, committed and a true team player. You can always rely on Bill to produce imaginative plans and execute to deadline and budget. He’s a great motivator and has a high work ethic. I’d be delighted to have the opportunity to work with Bill again.”
Gladys Elia
Managing Director, Cohn & Wolfe and International Communications Adviser

“Bill was talking all things digital long before most of us knew our blogs from our tweets. He has that rare knack of combining great creativity with compelling execution. I had the pleasure of working with Bill at Cohn & Wolfe and quickly realised that he was a rare talent indeed. Catch him while you can.”
Paul Maguire
PR & Integrated Communications Consultant

“Bill you are amazing, do you know you stand out among all those I work with, you’re conscientious, nice and professional; and you go way beyond the call of duty. You have really restored my faith in people.”
Amita Mukerjee
Author & Founder, Revenge Ink

“…an ability to come up with creative ideas that are not only quirky and original but also workable makes him a very unusual and valuable PR person. Bill is persistent, communicates well and has developed some close relationships with influential journalists.”
Virginia McLean
Professor of International Public Relations, Syracuse University

“Bertie was a heroic campaign – fun, targeted and very effective. This campaign generated great exploitation of a human interest idea.”
Beverley Kaye
Chief Executive, The Rowland Company

“Bill has his finger on the pulse. His imagination is and drive are rivalled by few. Anyone who has the opportunity to work with Bill is very lucky. He is an asset to any team or company.”
Julia Hanley-Gordon
Engagement Manager, Equal Experts

“Venerable publishing house Penguin Group … made a tech-savvy move through a partnership with teen-oriented community site Piczo.”
CNET.com

“The stunt was judged to be an unprecedented success by Trebor Bassett and the media. It captured the imagination of the media, fitting in well with the requirements of news desks for light stories.”
Hilary Freeman
PRWeek Magazine

“Bill’s ‘practical creativity’ has hugely impressed me. He consistently comes up with interesting, imagination-grabbing ideas. His ability to combine big thinking with practical effectiveness strikes me as pretty rare.”
David Taylor
Head of Thought Leadership, Siren Communications

“Many thanks for all the great work you have done for us. If we are able to come back to you with more work as a result of new account wins we will do so immediately.”
Sally Fearfield
Founding and Managing Partner, Starfish Communications

“…one of only 20 decent PR people in the industry.”
Tricia Phillips
Business & Careers Editor, The Mirror

“You played an important part in creating ‘Get Some Attitude’. You showed great determination, for this I am immensely grateful.”
Lt Steve Thomas
Marketing Officer, ACF

“Thank you for all your hard work on Simply The Best CITV. I and the team especially appreciated your enthusiasm and ideas, and it was a pleasure working with you.”
David Alpin
Editor, LWT

“I want to say a big thank you for the excellent work you have done in gaining such quality coverage for Bertie at Sotheby’s. It just goes to show what hard work, persistence and a belief in the character can achieve.”

– * –

“Congratulations on the excellent coverage achieved with the balloon during the London Marathon. I believe the media value alone would have more than paid for the cost of the balloon.”
Bruce Burnett
Marketing Director, Trebor Bassett

“Bill really showed initiative and refused to be beaten (by me or the system) and found a way…the result was the most brilliant branded TV coverage. A delighted client – even their MD noticed it and was enthusing.”
Pippa Sands
Managing Director, Sandpiper Communications

“Lovely to work with you and you’ll certainly be top of my list for any future freelancing.”
Wendy Akers
Managing Director, Wendy Akers PR

“Bertie at Sotheby’s was an excellent piece of opportunism, showing an originality usually lacking in PR companies. The idea to hold live radio interviews with ‘Bertie’s Manager’ was in a different league to press releases.”
Ian Jowell
BBC Radio Sheffield

“I was intrigued and amused by your ‘flannel’ promotional pack … it has certainly registered.”
Patrick Barrow
Managing Director, Public Relations Consultants Association

“The beauty....is it is a PR agency that has the balls to address our industry’s bull. When more agencies and independent PR pros start doing the same, we can fall out of the police lineup and into the bank line.”
Editor
Cornerbarpr.com

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