Generating interest at Christmas, a time when every brand wants to get coverage
The Guardian Online, 21 November 2017
“Generating interest at Christmas, a time when every brand wants to get coverage, is difficult, says the PR expert Mark Borkowski. “For a cynical old git like me, you can see the roots of all the stories [in the papers about advent calendars],” he says. “It’s very difficult to keep your client happy around Christmas, with the rest of the noise. Clients and PR agencies are in bubbles; they think something is successful because there’s a snippet in the Metro.” The slew of luxury advent calendars this year is “an opportunity for people in PR to extend their creativity and persuade their clients how clever they are.” For good measure, Borkowski takes a swipe at millennials, not long moved on from their childhood Christmas countdowns, for whom he thinks these advent calendars are “being reinvented”. What a Scrooge. He laughs.”