A creative campaign masterclass with Mark Perkins

What makes a campaign cut through? In this episode of PR in the Real World, we speak to one of the UK’s most respected creative strategists, Mark Perkins. From the award-winning 'Missing Type' campaign for NHS Blood and Transplant to the infamous 'Christmas Tinner' for GAME, Mark has built a career on finding bold, behaviour-changing ideas in the most unexpected places.

We explore how a love of tabloid news and an eye for the absurd led him to a career creating stories that travel far and wide. Mark shares the thinking behind some of his most iconic work, including the campaign that saw brands drop letters from their logos to highlight the urgent need for blood donations, and how a can of gloopy Christmas dinner made global headlines.

He talks us through his ‘minimum effort, maximum impact’ philosophy, why the best ideas often whisper rather than shout, and how to keep the audience – not the brief – at the center of creative thinking. We also hear about his move from agency life into training and mentoring, and why he believes that creativity can absolutely be taught.

Whether you’re just starting out in PR or have been in the industry for years, this episode is packed with practical advice, fascinating stories and inspiration to help you think differently next time you’re faced with a challenging brief.

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PR in the Real World offers a unique perspective into the world of PR through the lens of an independent, award-winning, regional PR agency, Viva.

The podcast offers insights into PR, marketing, and communications and it is shaped by the communities Viva serves—both geographically and across key sectors such as healthcare, advanced manufacturing, education, and the public sector.

The podcast highlights Viva's ethos that PR should be impact-driven, and guests offer tips on how to gain real-world results without necessarily relying on huge budgets or celebrity names.

Hosted on Acast. See acast.com/privacy for more information.

• No. of episodes: 27
• Latest episode: 2025-06-09
• Business Management Marketing

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