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Borkowski Weekly Media Trends: Coleen vs Rebekah | Weatherspoons Vegan? | Immersive Theatre Crisis | Stormzy Effect

Borkowski Weekly Media Trends

It's been a bumper week of stories and we've decided to dissect another triumph for Stormzy, a surprising move by Weatherspoons, crises for both immersive theatre and (shockingly) the influencer industry, and, of course, the feud of the century: Coleen vs Rebekah.

Coleen Rooney vs Rebekah Vardy: WAGnarok

Firstly, we came up with that headline before Marina Hyde used it in the Guardian today……and we have the screenshots to prove it.

In one of the most sensationally soap opera-ish storylines to hit the headlines in 2019, Coleen Rooney (AKA WAGatha Christie), concerned that somebody in her orbit was leaking details of her personal life to The Sun, planted fake Instagram stories only visible to a limited selection of followers and monitored their inevitable appearance on the newspaper’s website until she was able to trace them back to one account…that of fellow WAG Rebekah Vardy.

No sooner had we witnessed a mindbending level of public adulation for both Coleen’s sleuthing skills and her sense of dramatic timing, than Rebekah Vardy came out swinging, denying all charges and attacking Coleen both directly and via a series of intermediaries as a backstabber with scant regard for the health of a heavily pregnant woman. We await Coleen’s next move in both fear and awe at the 4-D Chess she’s playing.

The story is also an almost too-perfect lesson in news values in 2019 as it blends:
  1. The traditional news value of famous people behaving badly AND feuding
  2. The viral age news value of Meme-ability: this is harder to define precisely but how we’d characterise it in this instance is that the tone of Coleen’s post was the perfect mix of both trivial ubiquitous accessibility, and weapons-grade level petty, extra hysterics.

We tasked some of our top strategists to recommend the next career move for each belligerent:

Coleen: Detective Novelist
WAGatha Christie is too good an instant brand to let this moment pass unexploited. Plenty of celebrities pursue careers as ‘authors’, and Coleen demonstrated both a lively imagination and a mastery of suspense and plot development in ensnaring Vardy’s Insta account. A book deal - with a well-chosen ghostwriter- is the logical next step.

Rebekah Vardy: Panto
Perhaps the scandal has done Rebekah Vardy a favour, in that she is clearly now Britain’s no.1 villain. A promising career as a pantomime villain awaits her if she plays her cards right. Provincial theatres up and down the land could soon have her name in lights.

Coleen: Actress
Footballer’s Wives was the show everyone bayed to reboot as a Coleen vehicle in the wake of her triumph, but that’s too tame. We were thinking that the perfect start to Coleen’s acting career would be another, often cruelly overlooked football drama: Sky’s Dream Team. Coleen’s lack of acting experience would blend in more naturally with the mixed ability traditionally on display in the short-lived melodrama, and her detective masterpiece would sit comfortably amongst storylines which included the FA Cup final being interrupted by a sniper, and an embittered former manager trying to suicide bomb his ex-team's bus.

Rebekah Vardy: Tory Leadership
If this scandal has proved anything, it is that prestige WAGs have an extraordinary power over the British public. Should Vardy decide to take Brexit into her own hands, her seeming inability to take a backwards step, admit guilt, or feel shame suggests a political ability against which neither Leavers and Remainers would be able to put up much resistance.

Both of Them
Coleen vs. Rebekah in the ring for a pay-per-view charity boxing match; a televised bout guaranteed to draw millions of viewers.

This is an event that would placate the public’s negative feelings towards the pair, particularly Vardy who would salvage her dwindling reputation with a sweet left to Coleen’s self-righteous jaw.

This would be national news but very difficult to negotiate while the story is still hot with Rebakah’s pregnancy.
Weatherspoons: Are the Gammons turning Vegan?

Perhaps the trend of 2019 has been the environment.

From the XR drumbeat echoing against our office windows, to Greta Thunberg’s majestic UN-bollocking set to the timeless crescendo of a Fatboy Slim remix, to the fastest change in human eating practises, ever – concern over the environment is flooding the agenda.

Sometimes though, calls for radical change can flood the agenda with little meaningful societal change trickling down.

But veganism is different. Not even Piers Morgan simulating vomiting on live TV after eating a Gregg’s Vegan Sausage Roll could stem the supersonic rise of vegan versions of meat products.

Following Greggs’ wildly successful gamble on veganism, Lewis Hamilton invested in a meat-free burger restaurant, KFC had a go in the US, then last week Brewdog cleverly encouraged outraged reactions from both sides by going half-and-half.

Now veganism has reached into the very heart of un-PC, right-wing world. Although Jeremy Clarkson won’t be punching interns for failing to bring pseudo-ham sandwiches to him any time soon, Wetherspoons, the Jeremy Clarkson of pubs and spiritual heart of No Deal Brexit, has launched a vegan burger.

This truly is the test of veganism, and, in some ways environmentalism. If such radical concepts can find a willing home in Wetherspoons then we will know that veganism has spread out of the bubble and into where change really happens. On barstools across the country.

One of the first influencers hammers another nail into the coffin

American YouTuber Trisha Paytas – one of the earliest to build a profile as a minor celebrity and influencer on the platform- has, rightly, faced serious backlash for ‘coming out’ as ‘transgender’.

The announcement was derided as appropriative, exploitative, trivialising, insensitive, demonstrating an alarming ignorance of sex, gender and sexuality and offensive to the trans community. It’s been labelled a joke, a provocation and a cry for attention.

Whatever the motivation, Trisha’s actions symbolise the flippant cynicism and histrionic desperation of those first generation ‘Wild West’-era influencers, whose methods of controversial attention seeking are quickly dying out as scrutiny, accountability and regulation begin to filter into the industry. It’s another nail in the coffin of a model of influencer marketing that’s staggered through Fyre Festival and Caroline Calloway already in 2019, and can’t take many more reputational hits.

Immersive Theatre in Crisis

As we’ve written before in these trends, Theatre is a sensitive, emotionally intelligent and almost unfailingly right-on industry. So when reports emerged of one of the industry’s biggest boom markets – immersive theatre- not only experiencing but seemingly incubating problems ranging from production mismanagement, a boom of bandwagon-ing copycat productions diluting the level of quality and creeping corporatisation, to exploitation of unpaid labourers, harassment and even assault of performers, staff and volunteers, there was understandable outrage.

Companies affected include Punchdrunk – the godfathers of immersive theatre, Secret Cinema, The Waldorf Project’s Barzakh and The Immersive Ensemble’s Great Gatsby but the perfect storm arrived this week with two productions experiencing pretty much all of the above problems between them.

Firstly Big Dreamer Productions’ immersive zombie thriller Varient 31 had to, according to The Stage, evict two audience members for physically intimidating their staff, before the much scrutinised production of The Wolf of Wall Street admitted a deluge of problems including cancelling performances in an attempt to catch-up following a disrupted production process, and drunken audience members harassing performers (quelle surprise that a show based on a story which glorifies the most amoral bacchanalian excesses of financial workers would attract the worst breed of city W4NKER...)

Immersive theatre has an image problem. The word immersive is thrown around by mediocre theatre producers when promenade, site-specific or, in extreme cases, singalong, would be more accurate. This is endemic of a wider perception that anyone can produce an immersive theatre show, when anyone who’s seen a good one knows how intricately layered and directed the productions need to be, and how skilful the performers needed to pull them off.

By embracing the demand boom ignited by their successful forebears, the immersive theatre industry risks a bust, the term toxified by its appropriation by sub-par productions who see it as an automatic cash cow regardless of quality, morality or even safety. Don’t be surprised if respectable theatre practitioners start searching for an alternative term for site-specific, non-traditional theatre shows without a fourth wall in which the audience are characters. Immersive Theatre has become a loaded term.

The Stormzy Effect

Today, Cambridge University announced a 50% increase in black students in its 2019 intake, publicly crediting Stormzy which led to the media dubbing it the ‘Stormzy Effect’.

Stormzy has undoubtably had a positive impact, specifically the number of black students taking part in outreach activities and enquiring about courses, but allowing him to claim quite so much credit is a shrewd and calculated move.

After all, 2019 has been a landmark year for Stomzy after that Glastonbury performance cemented his place as a colossus of British culture. And this is an institution which has regularly received bad press for their student pool, facing accusations of elitism on the basis of race, gender and class.

Diversity is an omnipresent discussion and their association with an iconic and influential popstar is the closest they’ll come to making the hegemonic strands of higher education ‘cool’.

Stormzy, on the other hand, just goes from strength to strength.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Our Alt-Progress 1000 | Fast Food Stunt Wars | Politicians' Career-Switches

Borkowski Weekly Media Trends

Without any ado here are the trends this week!

The Alternative 'Progress' List

Our Lord and Master Mark Borkowski popped up in the Evening Standard’s Progress 1000 of London’s most influential people so out of curiosity we’ve decided to go back through these trends and share the (purely quantitative) 'Borkowski 10' of the most mentioned people since we started in January:
  1. Donald Trump – yes, depressing, but he does dominate the news agenda and we've often tried to dissect that
  2. Boris Johnson – see above…
  3. Dave – we’ve been touting the Mercury winner’s star potential consistently
  4. Harry & Megan – Megan’s arrival has both opened doors and created interesting challenges for the Royal PR Operation
  5. Greta Thunberg – the surprising figurehead of the world’s biggest and most important grassroots political movement is approaching a crossroads between global fame and a gradual melt into niche obscurity
  6. Taylor Swift – Arguably the biggest powerhouse in global music has had a mixed year reputationally, both feminist icon and participant in corporate boardroom squabbles
  7. James Corden – Splits opinion far more than Swift but between his chatshow and his zigzagging acting career he’s never been far from the headlines in 2019
  8. Dumbo – the plucky little elephant with the big flappy ears has become a symbol for Disney’s eventful year which has swayed between ambitious corporate expansion and a creative mixed bag
  9. Rory Stewart – This week’s re-emergence of the champion of the mild, ‘hug-a-hoodie’ school of Tory politics marks a year in which the gentle, good-natured, slightly weird outgoing MP has become a household name
  10. Elon Musk - His PR people have been keeping him quiet but the billionaire’s bonkers schemes and constant courting of controversy kept his comms team busy throughout the first half of the year
Fast Food Stunt Watch

Fast food and booze have been fertile ground for public relations shenanigans recently with big brands frequently coming out swinging against the invisible nutritional hand of sin industry regulation and a blur of changing dietary fads. This week was a good one for watchers of how these calorific giants attempt to capture the public imagination. We’ve compared three stunts from three food’n’booze merchants for intention, execution and impact:

Brewdog’s 50:50 Burger

Brewdog have come in for deserved criticism for a series of recent stunts which come across as, variously, desperately needy, amorally corporate, and a total abandonment of their ‘punk’ principles.

This week’s release of a burger that’s half beef, half ‘Beyond Meat’ is a bit more of a thinker though. Brewdog’s PR stinkers have created an army with their fingers on triggers ready to criticise them at a moment’s notice, so anything they do now needs to be good.

The anti-Brewdog movement have taken the position that the new burger is pointless: the current trends is for brands to increase meat-free options, encourage more people to eat less meat, and thus – when demand decreases and beef farming production follows suit- contribute to saving the planet. Creating a burger which only has less meat, they argue, completely defeats the purpose of meat alternatives and misunderstands the public mood.

But it’s not that simple. Others have defended the burgers on the basis that, if they’re nice (very much TBC), and create a trend for burgers with 50% less meat, then by extension we may only need to farm half as much beef, and the climate-destroying emissions will also be halved, with the possibility of gradually phasing the meat out of the public palate.

It’s not punk but there’s something appealing about it; it’s moderate, a compromise, a first step, downright reasonable: exactly the kind of thinking that’s missing from a lot of public discourse. And Brewdog should get credit for that.

Burger King’s Milkshaking Dogwhistle

The world’s second biggest burger chain had a social media post removed by moderators earlier this week for ‘encouraging anti-social conduct’ by apparently inciting people to milkshake Nigel Farage.

Firstly, encouraging harassment, of anybody, isn’t good and won’t help your reputation. And on that level Burger King shouldn’t have done it.

But on another, far more honest level, people (especially in Scotland, where the post was aimed,) hate Nigel Farage, and found it funny. People will go out tonight after work, have a pint, chat about it, laugh and then feel that Pavlovian stomach rumble that inevitably ends in burger.

Yeah, it’s morally wrong. Yeah it’s normalising assault at a time when governments and big organisations are being urged to take responsibility for the impact and influence of their communications. But on street level, it’ll do Burger Kings absolutely zero harm.

Greggs protects its pork
This week saw another compelling PR stunt from Greggs as it announced it was stockpiling pork to guarantee a stable supply of sausage rolls in the event of a no-deal Brexit. It was simple but beautiful, cutting right to the heart of the general public’s anxieties about a disorderly October exit, while also reminding consumers of their association with one of the great products: the humble sausage roll.
Like many of the best PR stunts, it comes from a brand that has a very clear idea of what it stands for: simple and honest no-frills food, always on standby for hungry customers, whoever they may be. Unlike Brewdog’s effort this week, which emanated a brash ‘frat-boy becomes woke on his gap year’ energy, this stunt did what it needed to do very simply. Job done. Plus, it supports a hypothesis we have at Borkowski: tie your narrative to Brexit and you make news.

Politicians and the art of Reinvention

What is power, in our constantly developing world? Until recently, the most powerful people in the world were political leaders, business moguls and media tycoons. But the daily onslaught that politicians face has shifted the balance. Many of them are finding ways of sidestepping the shrapnel of a relentlessly angry national news agenda without killing their political momentum entirely.

This week Paul Ryan, ex-Vice President nominee, 54th Speaker of the House of Representatives and one-time future President of the United States, retired from politics, promptly taking a job on the board of Trump mouthpiece Fox News. It promptly leaked that ‘Paul is embarrassed about Trump and now he has the power to do something about it.’

What an astonishingly revealing admission, that Ryan feels more able to stand in the way of a runaway President as a media exec than as the fourth most powerful politician in the USA.

You could make similar arguments for Andy Burnham stepping away from awkward questions about party leadership by getting out of Westminster and going to a Mayoralty, or Tristam Hunt taking a job at the V&A, or George Osborne dodging media scrutiny by becoming media scrutiny, or Sadiq Khan, or, as of today, Rory Stewart.

At the next election Ken Clarke and Nicholas Soames step away, too old and grand to reinvent their trajectory while Gloria Del Piero steps down in her prime toward an unknown destination.

When David Milliband stood down and went to New York it was unusual, but now it is incessant. You can always judge the political health of a country by the early retirement rate of its MPs. 
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Naga Munchetty | Greta Thunberg | Man City scandal | Global Fake News

It's been a week of PR blunders so without even touching Thomas Cook and the Labour Party, and staying well clear of the reputational graphite billowing from the exploded reactor cores of the UK and US governments, let's have a look at blunderful weeks for the BBC and Manchester City, another apocalypse scenario for the future of communications, and the pressure now mounting on Greta Thunberg supporters. 

BBC's self-inflicted Naga-aggravation

The BBC’s decision to censure presenter Naga Munchetty for calling out a racist Donald Trump Tweet – through the lens of her own experiences – has unsurprisingly caused the corporation more harm than good.

Munchetty’s honesty largely drew praise and her editorialising barely scratched the surface of the strong views (often presented as questions of hypotheses) frequently aired by her older white male colleagues past and present, particularly Paxman, Humphrys, Andrew Neil, and even the likes of Eddie Mair when he was calling Boris Johnson a “nasty piece of work”. He was right, but was that statement any less partial than what Naga said about Trump?

And even if it was, is it anywhere close to being as dangerous as, for instance, Brendan O’Neill advocating rioting on Politics Live?

The BBC is in a difficult position just now, running the gauntlet between accusations of woke-signalling liberal bias from the right and a chumocratic failure to hold Brexit to account from the left. The siege mentality created by this situation almost definitely contributed to their kneejerk reprimand of Munchetty.

The problem is that their latest intervention comes across as hand-wringing, prissy and jobsworth at a time when moments of dignity, strength and honesty are at a premium. The BBC often eschews any attempt at objectivity by instead obsessing over neutrality and, as a result, stifling common sense.

Far better would have been to acknowledge any technical rule breech and apologise as the BBC but to defend Munchetty on the basis that we are living in exceptional times and our broadcasters’ first duty is to help people make sense of them. Munchetty was using her personal experience to do just that.

Whether the BBC backtrack from their mistake or not, the outpouring of #IStandWithNaga Tweets suggests that at least Munchetty’s star has risen in the fallout, while the BBC have yet another storm to weather.

Greta Thunberg: Creating a moment is not building a legacy

Pre-Greta Thunberg, over 25 years ago, a passionate 13-year-old called Severn Cullis-Suzuki delivered a powerful speech at Rio Earth Summit that garnered worldwide attention.

This week we’ve seen Greta enhance her profile as the global figurehead in the battle against climate crisis. Greta is world famous and has succeeded in using that fame to create a pivotal moment in humanity’s understanding of our planet’s future.

But that’s exactly how it felt when Cullis-Suzuki took to the stage for a salvo which led her to be known, before YouTube, before Twitter, before the 24-hours news cycle, as "The Girl Who Silenced the World for 5 Minutes".

The key words though, and the warning for those who are celebrating Greta’s admittedly massive publicity achievements, are “5 minutes”.

There is a big lesson here. The fact that you haven’t heard of Cullis-Suzuki demonstrates that a moment will quickly evaporate if there isn’t a commitment to exploit it and achieve long-term change. For every supporter of Greta there is a fossil-fuelled corporation or government, or a climate truther ready to sweep this moment under the carpet, just as there was when Cullis-Suzuki gradually faded into an ultra-environmentalist niche which marginalised exactly the kind of thinking we need right now.

We have to learn from history.

Manchester City's defensive mix-up exacerbated racism furore

This week Manchester City footballer Bernardo Silva was accused of racism after comparing a childhood photo of his teammate and friend Benjamin Mendy to a cartoon character with black skin and big red lips in a Twitter post, with the caption “Guess who?”.
This racially charged locker-room banter, aired across social media has split public opinion. Kick it Out and the FA both criticised the Tweet, while Mendy himself and Manchester City manager Pep Guardiola insisted it wasn’t racist.
At first glance, this is a PR whopper. City and Silva’s comms outfits should’ve locked this down immediately, both managing Guardiola’s response and preventing Silva from doubling down. Silva is a role-model to thousands of young fans, so even the slightest whiff of racial insensitivity risks a reputational crisis especially at a time where racial abuse during matches is subject to a lot of publicity.
In a wider sense it reflects badly on the footballing community. The story will fizzle out but the number of fans defending the Tweet as ‘banter’ does not suggest a high widespread level of racial awareness.
It’s too late to act now, but here’s some PR 101: if a spokesperson creates a scandal, however justified, it’s essential to keep them, and their bosses, on a short leash, and project, as a minimum, some empathy with the complainants. City, Silva and Guardiola’s reputations won’t suffer long term but they made a mess of this.


Global Extent of Fake News Unveiled 

A new study at Oxford University has found that the number of countries who have experienced coordinated social-media manipulation campaigns is rocketing. In 2017 the number stood at 28, it was 48 a year later and this year it was 70. In some ways this isn't surprising.

Consider, for instance, that the price of the entire 2016 disinformation campaign that helped the Presidential upset of the century, cost less than a single F-15 jet.

Which has helped Putin push the planet further in his favoured direction? With chaos like that, at prices like these – is it any wonder that international propaganda is fast becoming the arena where nuclear powers fight it out?
Unfortunately, these countries aren’t liberal democracies leading the charge on the environment, the rights of the oppressed and the rule of law. This is a trend started by Russia in Ukraine, and now including China, India, Iran, Pakistan, Venezuela and Saudi Arabia.

The only reason North Korea aren’t on there is because they can’t produce enough electricity to support a good internet connection. When the Hong Kong protests covered the news a few weeks ago, with it came another sinking feeling. Not just because this was a desperate fight for collapsing human rights, but because it could easily be a case study of how governments treat dissent.

Oh – and TikTok is a friendly cover for a Chinese propaganda tool, so these aren’t problems for people you won’t meet, they are in your teenager’s phone right now. Happy Friday!
Delivering Big Publicity Ideas 

Borkowski Weekly Media Trends: Mercury Prize | Gender Evolution| Trudeau | Climate Strikes | Newspaper Fails

It’s been a whirlwind week in the media with themes we’ve discussed in particular encompassing newspaper journalism, political scandal, climate, gender and a resurgence in contemporary music (with a backdoor boast).

Climate Strike set to have deep impact

As we look out the window of our Central London office this afternoon, we can see today’s Climate Strike unfolding up close. Until the fat lady sings it’s too early to assess its full impact but it should, with Greta Thunberg continuing to operate as an effective and morally uncompromised figurehead, advance the slow-burning acceptance that urgent evasive action is required by governments and corporations if we have any chance of averting – or even slowing down- the current climate crisis. That is, as long as nothing happens which might alienate the sympathetic but uninvolved onlooker.
Bad Week for outdated Hatchet Jobs & Scoops

A number of self-destructive decisions by newspaper editors made headlines this week. From The Mail’s xenophobic hatchet job on the RNLI, to unethical intrusions on the personal lives of sporting legends Gareth Thomas and Ben Stokes, tabloids seemed intent on alienating the general public. The Guardian got in on the act too, drawing criticism for an unnecessarily cruel editorial on David Cameron’s “privileged pain” after the death of his severely disabled son. All were widely derided, while the victims’ responses were largely effective. The RNLI’s was eloquent and self-assured, while Stokes and Thomas were both excoriating in their criticism of journalistic malpractice.

There is a lesson here for traditional media sources. In the so-called Age of Post-Truth, truly trusted sources still have a lot to gain. As trust in the internet falls, trust in older sources is actually rising. That’s not a phenomenon confined to broadsheets; readers of the Mail and Sun trust those papers to deliver the news and opinion that matters to them. Years after Leveson failed to clear the air, newspapers should be very wary of opting for overreaching clickbait over hard-won trust.

You can see our founder Mark Borkowski discussing the Ben Stokes case on ITV News here, while we also talked about The Sun’s misjudgement and Stokes’ response in our blog.
Justin Trudeau: What Should he do next?

Imagine being in the Trudeau camp; it’s finally election season, finally a chance to showcase your carefully honed political strategy. Trudeau is a man famous for his ability with crowds, and you feel comfortable that the coming weeks will push him past recent scandals and back into power.

But then the Blackface crisis. Ahem. Crises. He claims that he hadn’t told his team about this, but then he would say that. And the response has a whiff of a scenario that has been discussed and prepared for, and about which the candidate has spent sleepless nights worrying. The statement was well delivered. Phrases like “I should have known better – but I didn’t” distance the campaign from allegations of deliberate racism. Big sad eyes and admissions of a ‘privileged upbringing’ being part of the problem subtly shift the blame and demonstrate awareness of structural racism. So far, it’s the best of a bad situation.

But the moment that Trudeau must have known that he was in real trouble was when he was asked at the press conference: “Is that the only time in your life you’ve ever done something like that?”

Suddenly this is very deep water, and the prospect of tipped-off journalists laying traps before a photo-a-day drip, drip, drip slides into focus. Now it’s DEFCON 1 and this is the fight of his life.
There are three things he should do:
  1. Lance the boil. Get out there and apologise for everything that the researcher could possibly have. It’s coming, and if you apologise now and get outflanked by new information, then what you said stops looking honest, far less compassionate, and starts looking conniving.
  2. Dead cat. Their researchers have been doing a great job, now it’s your side’s chance to get even. Straight off the back of the apology, grab the news agenda. Pray that there’s a photo of your opponent shaking hands with a famous gangster or that they’ve been expensing their cocaine habit to the Canadian taxpayer. It’s time to pull the entire debate into the gutter.
  3. Keep your enemies close. Your own party won’t be too happy about this, and already ambitious young climbers will be practising their nomination acceptance speeches in their bathroom mirrors. Pull them into you and get them out on TV, making sure that in the public eye they are tied to you as closely as possible. Now your success is their success and you can enjoy watching their work-rate pick up.
And above all – cynically hope that the general public don’t care. It’s certainly possible.

Society's Understanding of Gender is Evolving

In a tectonic shift reminiscent of the change in rhetoric from ‘climate change’ to ‘climate emergency’, but in which words take on new importance, we’ve seen a number of stories this week which underline that society at large is evolving beyond gender and sexuality binaries.

First Sam Smith declaring their pronouns as they/them, then Miriam Webster bestowing a symbolic sense of officialdom on the use of ‘they’ as a nonbinary pronoun in their latest dictionary, and finally Mark Ronson declaring his identity as sapiosexual.

These announcements haven’t been straightforward triumphant processions, and anyone publicly stepping outside the old definitions risks backlash from the socially conservative political right, but the conversation around gender is evolving quickly and irrevocably, and brands and businesses need to be aware that they can’t communicate effectively if such a fundamental conversation leaves them behind and they’re left shouting into the void of a bygone era.

Mercury (P)Rising

We’ve talked a lot about the newly crowned Mercury Award-winner Dave in these trends, praising both his showman-like command of public relations and his musical talent, while also predicting last night’s win way back in early March.

This year’s nominee roster felt like the most significant and timely in recent memory including Slowthai’s bold and uncompromising Nothing Great About Britain, Idles’ brutal and politically charged Joy as an Act of Resistance, Little Simz’s powerful and stylish Grey Area and Anna Calvi’s hauntingly complex Hunter.

As well as undisputed talent on show, the awards regained what the BBC’s Mark Savage described as a chaotic urgency that has been missing from award shows since the heyday of Britpop.

Savage was referring to the ceremony, which saw IDLES performing in the crowd, a failed Black Midi somersault, and Slowthai’s much discussed F#£k Boris t-shirt and mimicked beheading.  

But it runs deeper than that; musically, demographically and ideologically, this was a genuinely diverse and interesting line-up which said something meaningful in a voice that was great to listen to. Once you strip away all the layers of music industry, that’s what separates a genuine star from a flash-in-the-pan.

As Alexis Petredis put it in today’s Guardian: “watching the Mercury prize made British and Irish music seem alive and thrilling, angry and vital: something [it] hasn’t done in years”.

When you connect talent and originality with a powerful message you will be heard. After what feels like a fallow spell, it seems that musicians are proving to be an influential and resounding voice condemning and scrutinising these barmy times we live in.
Delivering Big Publicity Ideas 

Borkowski Weekly Media Trends: An Influencer Nightmare | Post-Truth Fact Checking | The Summer of Lizzo

It’s been another week for media chickens coming home to roost. On Monday Pornhub copped yet more criticism for the dissonance between its puckish do-gooder outer image and the dark and serious nature of the content it hosts. Then, Fireman Sam’s lack of diversity credentials dealt him another reputational blowas we thought it might. We’ve also seen the continuation of the seed change in modern theatre spurred by the Young Vic Tree scandal in Chicago this week, and another cultural appropriation controversy, this time involving Johnny Depp’s new perfume advert, which had the reverse effect of attracting more attention to the product…Kardashian-style.

Influencers: The end of an Empire?

Remember Caroline Calloway, influencer extraordinaire with a habit for scandal? Calloway built her profile as an American student in Cambridge, crafting long Instagram captions that sold a fairy-tale story of castles and champagne. In 2015 she reneged on a $500,000 book deal, having to pay back the $100,000 advance, which she had already spent. Next she ran a tour of ‘creativity workshops’ charging $165 a head, widely derided as a Fyre Festival-esque ‘scam’, a symbol for some of an industry that had grown far too big for its boots. 

Now Calloway is back on the radar after the publication of an exposé written by her former ghostwriter, Natalie Beach. The remarkable piece raises many questions about the dark underbelly of influencer marketing. Is the industry really ‘out of hand’, as fashion PR pioneer Lynne Franks suggested this week? Ultimately all marketing is built on telling stories that audiences genuinely believe in. In this case, Calloway’s story simply ceased to make sense. Whether it was her baffled fans baulking at a $165 workshop, or Beach herself, cast out from Calloway’s personal mythology, marketers should beware the moment that their story ceases to be believable.

The internet has politicised everything - even facts

Faced with a newly inaugurated President Trump, Facebook knew that they would have to do much better running into the 2020 Presidential election in countering fake news. They predominantly attempted at both source and delivery. They steadily closed fake news distributors, sending many of them into a spiral of diminishing audiences and plummeting finances, and boosted the output of their fact checking team

Their campaign to close the distributors proved to be extremely controversial, provoking increasingly hysterical accusations from charismatic charlatans firing up their misled fanatics. But after the controversy, these tub-thumpers had spent so long attacking their mainstream media rivals that they found themselves short of any support once the plug had been pulled. But just as a supposedly explosive problem proved simple, a supposedly simple problem proves to be built on quicksand.

The central issue, one that both human and algorithm can’t tackle, is that we can’t settle on a steady agreement of what is true. Just this week, an anti-abortion political video that was fact-checked by Facebook’s team drew so much criticism from both the Republican base and hierarchy that it was forced into a full retreat.

When Facebook flagged the statement that ‘abortion is never medically necessary’ as being untrue, activist group @LiveAction took to Twitter to accuse the fact checking team of being made up of ‘abortionists and abortion trainers’. Soon prominent Republican Senators like Ted Cruz were releasing letters to Mark Zuckerberg. Cruz has cleverly made this battle with Facebook his principle argument in the Senate – knowing that it protects and fires up his base.

The fact check mark was taken down, and we all took another step into our era of hyper-speed, liquid truth – regardless of any potential casualty.

Lizzo's glorious summer 

This summer was all about Lizzo. Her honesty about mental health and body image seems to have chimed perfectly with a cultural moment, leading to scores of accolades and high-profile fans. And now she has a role in Hustlers, a film that looks primed to be a hit with audiences. What’s behind this sudden explosion in fame? The answer is simple: money. Given that her inclusion in the cast of Hustlers must have predated her mainstream exposure, a music industry executive must have decided to pump money into making Lizzo a star.
While Lizzo might seem an organic product of the zeitgeist, that’s far from the case. She’s the woman of the moment, but not by accident. And if she’s not careful, soon another brainchild of a marketing executive will take her place. Some people are born great, some have greatness thrust upon them and some have an amazing agent. 

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Borkowski Weekly Media Trends: Friday 6 September

Contrary to popular belief there’s been loads happening outside the Brexit bubble this week. We’ll deal with the titanoshambles that has been Westminster, but other interesting threads worth keeping an eye on include: Lana Del Rey following in the footsteps of Lizzo as an almost universally acclaimed artist taking a reputational hit by entering into an unnecessary scrap about criticism of her music; Kylie Jenner not quite getting the dystopian future symbolism we discussed last week…although there was some supporting evidence for our Terminator scenario…; the possibility that our crisis of trust is a myth vs another sign that we should be wary of trusting media giants; fresh questions about whether clicks and likes actually equate to cultural capital; another controversy for the seemingly cancel-proof Scarlet Johansson; and a sign of long term seed change in fashion, celebrity and influencer marketing post Fyre Festival courtesy of Business of Fashion.

Boris Johnson and the sudden collapse of a facade

The electorate are so fundamentally pissed off with the political class that Cumming’s only hope was to get in there and be everything they aren’t. But the issue is that Cummings background is in the wild, snarling attack dog tactics of single-issue campaigns and not the gentle building of consensus that is required in our age of multi-party politics.
But it started so well. Disciplined, ambitious, competent. For the first few weeks, it looked so beautiful that comparisons to fabled days of New Labour media virtuosity were beginning to be made. Cummings fired up the dark Facebook posts, put Johnson on the road and got him doing the Churchill stoop and scowl act. It all worked brilliantly, until the return of Parliament and a sudden series of disastrous optics:
  • It started with the prorogation. Which quickly caused a livid parliament and cries of ‘stop the coup’ calling over the BBC pre-election broadcast. And it caused the first ever capturing of the facial expression of a Prime Minister realising that he no longer enjoyed a majority in real time. Wow.
  • The lounging aristocrat. A pose that seemed to embody the sheer arrogance of Rees Mogg’s in the run up to an imminent government bleeding across into the non-politico world and caused four MPs to change their votes away from the government, and therefore out of the party.
  • The purge. There’s a fine line between looking strong and screaming ‘we will purge you’ down the phone at lifelong disciples of your party. Especially when you aren’t even a member of said party.
  • The brother. Good God, have you ever seen anything more brutal than a man who would prefer to walk away from his hard-fought ministerial career than support his own brother? Who needs televised fairy tales with dragons when you’ve got BBC Parliament - this is politics as blood sport.
  • It took Tony Blair a full decade of leadership to lose four votes in parliament. Mr. Johnson lost three in his first twenty-four hours. Now he is impotent, faced with the parliamentary equivalent of an elder sibling pinning him down, whacking his own fist into his face and then telling him to stop hitting himself. Checkmate.
  • The mildly fascistic motif of banks of police officers standing behind a PM, being severely undermined when one of their number collapsed. No wonder – they had been asked to stand at attention for a full hour on that stage because the PM couldn’t be bothered to be on time.
  • Please leave my town’. Even the walkabouts are resulting in polite, ever so British character assassinations and the hashtag is booming in Germany. I think they have a word for that sensation... Politics! It’s all so simple until other people get involved!
Poor Mr. Cummings, it’s all gone wrong just as he was believing his own hype.

Pornhub's 'Dirtiest Porn Ever' campaign

Pornhub started this week pretty well. In their new ‘Dirtiest Porn Ever’ campaign, the website released a new adult film shot on a beach littered with plastics, raising awareness of plastic pollution. 
Unfortunately, the week ended with something of a cock up. On Friday Pornhub were accused of profiting from ‘revenge porn’ by a victim on the BBC’s Victoria Derbyshire programme. Despite their protestations, the report seems to have struck a chord with consumers, as one of the top stories on the BBC News website.
Pornhub’s stark reversal of PR fortunes is an important reminder for brands built on, shall we say, tricky behaviours. Pornhub needs to remember that they are ultimately selling something that many people view as a problem or at the very least an Activity Which Shall Not Be Named. When your product is that controversial, any publicity can quickly turn into bad publicity, drawing attention straight back to the elephant in the room. Pornhub are on the right track with their playful approach to communications, but they must remember that they simply have to work harder than everyone else.

Popeyes Chicken's Willy Wonka story leaves a sour taste

The viral success of American chain Popeyes Chicken’s Chicken Sandwich, which led the product to sell out nationwide, has proved a double edged sword. While McDonalds were barely able to contain the Rick and Morty-inspired return of their Szechuan Sauce Popeye’s have utterly failed to prevent hype turning into shrieking hysteria fuelled by stories of lawsuits and armed robberies.

With such a tense and highly-strung atmosphere, the time was ripe for a big gracious gesture to show how humble and bighearted Popeyes could be despite their success. Chicken sandwiches for sick kids? For the homeless? For refugees? Nope instead they sent millionaire musician (and we use that term loosely) Diplo a PLANE full of the sandwiches. One: slap in the face to all the normal hardworking people who just wanted a sandwich but had been told they’d sold out. Two: A private jet?! Really?!? In the age of Extinction Rebellion lavish air travel is becoming a hot button issue - as even our own dear leaders know to their cost. Three: the recipient was a rich popstar who lives a notoriously lavish lifestyle. This was a ‘let them eat cake’ for 2019 and Popeyes’ reputation will suffer accordingly.

More and more TV shows aging badly

South Park made It cool not to care, then the world changed. It’s 2019…were we really expecting South Park to age well? The answer is NO but it’s not suffering alone.

Iconic TV shows of yesteryear including The Simpsons and Friends have faced backlash from viewers and media for outdated storylines and characters failing the political correctness litmus test.

Lots of other edgy late nineties/early two thousand creators, like Ricky Gervais and Seth McFarlane, built their brand railing against the censors in their heyday but have been scrutinised for their reliance on dehumanising trans jokes and lazy stereotypes.

South Park’s creators Trey Parker and Matt Stone’s brand of lewd and childish content is struggling to cut through times of virtue signalling and cancel culture. Their childish attempt to permeate the latter fell hopelessly short with their ad campaign #CancelSouthPark that attempted to energise its fans by literally pretending the 'PC brigade' were trying to censor the show.

We may be at the gates of a cultural revolution; the legacies of the great TV shows may be in jeopardy. It’s looking like the quintessential Fawlty Towers will suffer after John Cleese controversial Brexit remarks and outdated. Time to start thinking twice about your favourite TV shows, can they survive 2019 and beyond?
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Borkowski Weekly Media Trends: Which dystopian future are we living in now?


If there’s one theme permeating almost every media story and trend we come across, it’s a sense that we are now living in a dystopian future. But which one? As a cheerful Friday challenge we asked Borkowski staffers to make the case for which nightmarish fictional futurescape best captures our current reality.


Orwell’s epic was so accurate that it’s become a kind of totalitarianism handbook, as exemplified by several news stories this week. The idea that nationalist fervour in the form of constant war with foreign enemies keeps the populous focussed and compliant is being thoroughly tested by President Trump, most recently during this week’s rant about future wars in space, while at home CCTV cameras which can read lips have reignited allegations that we’re hurtling towards a “Big Brother” surveillance state.

People write PhDs on this stuff and we could go on and on, but the starkest illustration of an Orwellian construct which could lead to the rise of totalitarianism this week was the fluid doublespeak emanating from our own Ministry of Truth about how perfectly fine and compatible with parliamentary democracy it is to prorogue parliament…with every senior member of the cabinet having literally said the exact opposite in recent memory. The fact that we can moan about it like this without fear of censure is a crumb of comfort at least…

The Handmaid's Tale

Margaret Attwood’s classic The Handmaid’s Tale is the story of an American state controlled by vile religious fanatics, where fertile women are forced to mate with powerful men to counter mass infertility.

The novel is no work of fantasy. In the US, conservative lawmakers are making a serious attempt to undermine reproductive rights for women across the country, not a world away from the book’s vision of women being forced to bear children against their will. For many, the United States is starting to look a lot like the fictional Gilead. It’s not just confined to the US either, abortion still being banned in Northern Ireland.
But that’s not all. Just as in the novel, environmental destruction threatens societies across the globe with complete collapse.  

And we in the UK have extra cause for concern this week, after Boris Johnson’s announcement that the government plans to prorogue Parliament to push through a no-deal Brexit. The announcement, and the muted response in many parts, has an eerie similarity to a key passage in the novel: “That was when they suspended the Constitution. They said it would be temporary. There wasn’t even any rioting in the streets.”

That’s the lesson that The Handmaid’s Tale teaches us; that society dies slowly, not with a loud bang but with a whimper. We might not even notice that we have hit rock bottom.

The Matrix / Terminator / WALL-E

Let’s not discount the idea of a robot takeover and/or humanity’s submersion into a virtual abyss. The twentieth anniversary and impending sequel to The Matrix have spawned a flurry of think pieces about how real life has begun to imitate the sci-fi classic – ranging from how machines, VR and AI distort our reality, to the film’s apparent portrayal of the trans experience.

But if we’re talking about machines rising up to overtrow humans we’re still a bit further back down the line, maybe closer to Terminator – in which we develop machines that are too clever and sophisticated and they overthrow us (top candidates this week include a shapeshifting robot in China and an automated artificial brain built to aid the US military).

In reality we’re probably closer still to another great sci-fi film, WALL-E, which fingers climate disaster as a catalyst for our increasing retreat towards spending our entire lives online. We’ve even started building the robot

Black Mirror

The anthology series Black Mirror has a clear through line – the dystopian consequences of an increasingly tech-dependent society. From mass surveillance and biohacking to V.R. and cyberbullying, Brooker paints a dire future that feels chillingly familiar.

The worst-case scenarios of Brooker’s techno-dystopian parables don’t seem too grim to an audience already living in hell.

We live in a culture defined by likes and faves in which a ubiquitous ratings system dominates society, as in Nosedive. Think of Tinder matches and Uber ratings, and even China’s ‘social credit system’ – all insidious versions of how technology alters human behaviour. Or humanoid robot slaves tortured by their own existence like in Be Right Back...and also real life. Or John Hamm’s role in “White Christmas” as a futuristic life-coach embroiled in torturing digital copies of living people.

Ultimately Brooker ties Black Mirror together by profiling humanity’s innate greed and Promethean desire to push the limits of technology for our own edification, attributes which are unmistakeably present in the contemporary news agenda.

Farenheit 451

In Ray Bradbury’s novel Fahrenheit 451 ‘firemen’ burn books to censor literature and destroy knowledge – a dystopian future in which ignorance breeds obedience.

The concept of retaining knowledge is gradually becoming redundant. Why read a book when we have unlimited sources of information (and alternative facts) at our disposal. We crave fast answers over genuine knowledge and the internet provides.

And just as the books burned in Bradbury’s classic, the Amazon Rainforest is burning in real life. We are totally powerless to the powers that control us. We can’t stop the burning.

Like the fires themselves, disinformation is spreading across the internet at a rate impossible to track. Brazil’s president blamed the fires on environmental activists, people are doctoring photos of the destruction, In our fast-paced world, it often feels like there isn’t time to fact check. Fake News has scorched our landscape of knowledge.

Bradbury warned us about the threat of mass media to knowledge and truth, about how the bombardment of digital endorphins was no substitute for critical thinking.

Even his alternative depiction of a world without books sounds familiar. In the novel, people interact with their “friends” through screens and listen to them via “Seashells” — sound familiar, AirPod and iPad groupies?

We have appointed Google and our social-media accounts as the custodians of our memories, emotions, dreams and facts. We set reminders to forget. Retaining information is becoming a thing of the past. A dystopian present, where non-combustible, but ever more ephemeral data is king.

Planet of the Apes

Just click here and weep at our impending doom... 

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Borkowski Weekly Media Trends: Bear Grylls | Boris' Casual Lies | Celtic's Own Goal | Greta Thunberg marches on

Bear Grylls Finally Does Something Genuinely Dangerous

Finally, after years harmlessly playing the role of a posh, tree-climbing charlatan who quenches a thirst built on making mind-numbingly bland TV by drinking his own piss, Bear Grylls has done something genuinely dangerous and reckless.
After the moderate success of his fireside cuddle with the outgoing President Obama, he's decided to have a crack at another major world leader, this time India's strongman Prime Minister Narendra Modi.
The show took the form of a wildlife trek through a carefully stage managed segment of Indian countryside during which Grylls lets a man whose political leanings range from deeply reactionary to genocidal - and who is currently presiding over one of the world's most urgent geopolitical crises in Kashmir and on the Pakistan border- perpetuate an image of himself as a peaceful, thoughtful spiritualist. In place of any challenge, Grylls as interviewer can only offer the kind of wince-inducing sycophancy usually reserved for Donald Trump by Piers Morgan.
It's a propaganda exercise that would make Kim Jong Un blush (from embarrassment as well as gout) and if there's any justice, it would be career suicide from a man whose attempts to make bland travelogues look rife with jeopardy has led him to take part in an exercise which could literally precipitate world war III.
And he'll probably get away with it: expect unapologetic references to the sections of positive response the show is receiving in India in questions about the morality of taking part in such a stunt. In a saner age it would be a PR kamikaze mission: Grylls has show himself to be either incredibly stupid, morally bankrupt, insanely right-wing, or all three but given the current state of society, we wouldn't be surprised if the only consequence of this carbuncle is that Bear's old schoolmate Boris ends up making him foreign secretary.

Johnson in Number 10: A Proper Gander

Speaking of Boris...It’s a trait specific to weak people, and weak political leaders, not to be able to stand by, or take responsibility for decisions made problematic by the passing of time.

From enemy of the people shaped holes appearing in photos of Stalin, to the denial of laying of wreaths on terrorist memorials, it’s been a failing for generations of narcissists to be unable to stand by what they once did. The technology has changed, but the cheap habit remains. When it comes to reaping what was sown – just lie. When faced with the prospect of lying in the bed you made – just deny. It’s weak, but the more private the gaffe and the longer ago it was – the easier it is to slip into this temptation.

It takes an unbelievable level of weakness, narcissism and disregard for the intelligence of the UK electorate to sink to where de Pfeffel Johnson currently skulks. His team have released an election style video that quietly edits his opening speech on the steps of Downing Street to skip over his pledge to get more money into the NHS. It’s staggeringly cynical.

This is a Prime Minister with the winds of change at his back, soaring up the pollsenjoying an absent opposition. If this is how he casually toys with the truth when the sun is shining – what will he resort to when he inevitably hits real turbulence?

Hiring PR Firm Was Celtic's Own Goal

This week SNP MP James Dornan condemned Celtic Boys Club, a feeder club for Celtic FC, for hiring Hollicom, a Glasgow-based PR agency, for reputation management services, instead of compensating victims of sexual abuse at the club.

Keen to position himself as the heir to Nicola Sturgeon’s throne in Scotland, Dornan was quick to condemn CBC for prioritising “spin and public relations” over “putting things right”. Hollicom have since locked their Twitter account. Unexpectedly finding themselves the centre of attention, they have shut down. How the story was leaked is unclear, but Hollicom appears to have broken the golden rule of crisis management PR – never let yourself become the story.

The PR industry is viewed very negatively by most of the population, and the hiring of an agency allows all sorts of characters to make hay out of an issue that Hollicom had sought to control. When the crisis manager becomes the crisis, that is very bad news indeed.

Abuse of Greta Thunberg is awful but shows that she's winning

It’s not often that a pigtailed 17-year-old girl finds herself at the centre of the media circus. This week all eyes, ears and poisonous keyboards were trained on Greta Thunberg as she set off from Plymouth harbour to New York City, continuing her zero-carbon journey to the United Nations HQ.

She is greatly admired by her fans, but equally hated by her critics. Arron Banks, the nation’s pre-eminent merchant of myopic Little-England nastiness, implied that he was hoping for her death in a “freak yachting accident” as she crossed the Atlantic, in a widely condemned tweet.

Banks’ tweet highlighted an important fact – Thunberg is an extremely effective messenger. Everyone knows exactly what she stands for. Banks meanwhile has had his hard-Brexit-poster-boy brand stolen by a changing Conservative Party, not least its new leader. What does he stand for now?

The true reason Banks and his oeuvre hate Greta Thunberg is simple. She knows her story, and how to tell it well. That’s something the ‘bad boy of Brexit’ seems to have forgotten how to do.

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Borkowski Weekly Media Trends: Edinburgh Fringe | Facebook | Guardian | Barely any Feral Hogs

Borkowski Weekly Media Trends

It's a week that started with 30-50 Feral Hogs becoming a symbol for the carnivalesque absurdity that is the USA's refusal to tackle its gun problem, and also featured an American proto-influencer cementing her celebrity status forbeing really good at eating crab, but we've also seen the world's largest arts festival stalling for media momentum, and a couple of developments that may offer rays of light to the newspaper industry...but with strings attached.

Postcard from Edinburgh: Fringe needs a fire lit under it

The Edinburgh Festival Fringe, the world’s biggest arts festival, is a third of the way through and, after a start filled with the usual optimism but tinged with concerns surrounding rising prices of producing work (and even just existing in Edinburgh during August), as well as a renewed drive to tackle the environmental impact of 3,800 shows, the whole thing seems to have reached the point of inertia.
Speaking of the environment, Mother Nature is the most powerful force governing Fringe ticket sales and since ‘Black Wednesday’ the weather has been sufficiently stinking to cast a shadow over the rest of the week. The city is mobbed, but the usual Fringe masses are huddled in cafes and bars while theatres remain emptier than they should. Something is getting lost in communication.
Thus, the rain doesn’t totally drown out the murmurs of deeper issues, and that’s where the festival’s relationship with the media comes in. Firstly, imaginative, dynamic stories are at a premium: three of the most prominent news reporters and diarists who cover the Fringe have all lamented over the past week that they’re being starved of anything with real flavour, and are instead reporting the above sociopolitcal issues more widely than anything about what’s happening on stage.
Our founder Mark Borkowski wrote about the need to create captivating narratives to cut through the noise of such bulk of shows and, as we witness the impact of the lack of agenda-setting stunts and campaigns, combined with a continuing trend of international and even national media outlets turning their backs on the festivals, he makes a salient point if this Fringe is to recover its early mojo.
In terms of raising media profile the current situation leaves reviews and recommendations, and given that the former are, on average, some of the harshest we’ve ever known, there’s a real need for the Fringe’s creatives and noisemakers to generate that crucial spark through other, more imaginative alleyways.

Why is Facebook making nice with the traditional media?

Everyone knows that Facebook has crippled the newspaper industry, but recently there have been hints of a change in their relationship. Historically, Facebook has published newspaper content for free, and then hoovered up the ad revenue generated by the readers. Newspapers can’t resist, as they rely on heavily on the readers accessing them through Facebook. It’s a good example of why unregulated monopolies are dangerous and difficult to change without regulation.

So, the news that Facebook are reportedly offering millions of dollars for the right to publish their work is very interesting. What’s the incentive? What is the reality beneath the vague soundbite promising ‘more high-quality news’ and a ‘business model and ecosystem to support it’?
Is it merely yet another cynical nod to doing the right thing (the likes of which have been rampant since a certain Mr Clegg took over Facebook’s communications operation)? Is in anticipation of some future legislation, legal battle or wave of the invisible regulatory hand? Or perhaps it’s even more pernicious than that; Facebook realise that their popularity is going to take a beating through the Presidential run, and want to ensure that they are locked into mutually beneficial contracts with major US media companies in the hope that that will inoculate them from the worst of the damage? An interesting, yet unlikely, theory. Time will tell.

Guardian's breakeven is a lesson to other 'quality' newspapers

Guardian Media Group, The Guardian’s parent company, has reported that it broke even last year, recording a pre-tax profit of £31m for the 2018-19 financial year.

How did this happen? One key reason is that a successful transition to a more digital-led model.

Unlike other major publications, GMG only relies on print advertising for 8% of its income, making it less vulnerable to the industry-wide decline in circulation. More interestingly however, is the increased contribution being made by readers, especially through Guardian US and Guardian Australia.

This is the Trump effect. As demagogues of many stripes unleash bitter attacks on certain media outlets, readers are far more inclined to buy and read those publications.

After Donald Trump, an outspoken critic of the New York Times, won the 2016 election, the New York Times sold 132,000 digital subscriptions – ten times the usual rate. As Boris Johnson exerts his grip on 10 Downing Street, that effect doesn’t seem to be going away.

This is a lesson for both newspapers and the wider media industry. If publications like The Guardian can turn political chaos and attacks on the press into enthusiasm for prestige news, they stand to gain a great deal from the new politics.

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Borkowski Weekly Media Trends: Cats Trailer | Bowie Barbie | Trump Racism | Lashana Lynch 007 | Insta/Twitter

Borkowski Weekly Media Trends

There’s been loads of viral news in a week that started with more people seemingly outraged about an androgen Barbie and a rumoured black, female 007 than an actual racist running the free world…and ended with mutant singing cat-people, with an interesting evolution in the world of social media and worrying harbingers for the future of international journalism along the way.

Nostalgia still dominates as Bowie Barbie hits shelves, but for how long?

Our founder Mark Borkowski wrote this week about the brilliance of Mattel’s new David Bowie/Ziggy Stardust-inspired Barbie in managing to turn even today’s fraught gender politics into an excuse for nostalgia. But will this kick last? There’s a growing school of thought – exemplified by an interesting Guardian tome later in the week – that the success of nostalgic family brands amongst grown-up millennials, is starving the next generation of new ideas. With even well-received reincarnations such as Ziggy Barb-dust and Toy Story 4 copping flack, are we now watching the trend for reworked vintage pass its peak?

Trump's racism is calculated. And will pay off for him

Donald Trump created another media firestorm this week with a racist barrage aimed at four Democratic Congresswomen. But a mere controversy isn’t going to damage the granite-dense core of Trump’s support. Mark Borkowski explains:

“Donald Trump is an ignorant, dangerous buffoon and ugly sociopath. His latest disgusting racist click-bait, turbocharged by his most rabid supporters and magnified by liberal outrage, is yet another example of how he rallies society’s ugly, silent underbelly.

His racist posturing is not the rhetoric of a blundering idiot. It Is tactically deliberate. He’s an arch PR for the social age.  The reasoning might be subconscious, but nothing he publishes is accidental.

Racism is Trump’s weapon of choice. In creating another scandal, he’s just generated another tirade of free diversionary coverage, distracting from his more rounded inability to fulfil even a single duty of elected office. And it’s impossible to ignore or cut off his channels. This was another victory for Trump, and sadly there will be more to come.”

Dangerous time for international journalists

Trump’s one example of another worrying trend of the growing influence of geopolitics over journalism. It’s always interesting to hear opinions about the BBC’s foreign language services, as even before Brexit poisoned our national discussion of bias, their impartiality seemed to be questioned more frequently than that of the UK mothership.

So it wasn’t totally surprising to see that the BBC’s Persian service was criticised for appearing to acquiesce to the Iranian government’s demand for a media blackout.

But self-preservation is an understandable instinct, especially in a country lying 170th on the Press Freedom Index, and we should also be concerned at recent developments both at home – with increasing reports of heavy-handedness by government and institutions towards British journalists (yes even the Mail – so often the aggressor- is a victim in this instance)—and the federal police raid on the homes of Australian journalists which threaten not just media freedom, but democracy itself.

We talk a lot about what brands, people and organisations should be doing to communicate better. Keeping half an eye on the plight of the media outlets who can be trusted to report on them honestly is solid advice.

'Female Bond' reaction Lashaken not stirred 

Early this week the media was awash with the news that Lashana Lynch was to be cast as the first black female James Bond ahead of 2020’s ‘Bond 25’ film.
Since Daniel Craig announced he was stepping down as James Bond in early 2016, candidates to replace 007 have included Idris Elba, Tom Hiddleston, Richard Madden and Rami Malek with bookies overwhelmingly favouring a male lead.

Speculation surrounding the casting was a widespread and often testy conversation of tradition and canon Vs progressivist reinvention in which the Captain Marvel star didn’t figure. If she is set for a main role, it’s the second revolutionary act of modernisation enacted by the Bond 25 team in recent months following the recruitment of arguably the world’s most sought-after creative force Phoebe Waller-Bridge as a screenwriter.

On one hand, realistically, how much longer could the old-fashioned James Bond have survived in the post #metoo era? On another, can you make such deep-routed changes to a historic brand and still preserve the elements which made it a classic in the first place?

Making Lashana Lynch the protagonist (even if she’s 007 but not ‘James Bond’ per se) could pull millions of fresh fans that are excited by the prospect of a female ‘Bond’ and/or drawn by the Phoebe Waller-Bridge factor. The only questions is whether they’ll outnumber the (Grand Tour-watching, men’s rights-toting, gammon, incel) ‘Bond purists’ who’ll stay at home.

Social Media Giants 'Likes'/'Comments' Experiment 

This week Instagram announced they were testing a surprising change to their platform: hiding a post’s likes. Under the new system, currently being trialled in numerous countries, users will be able to see the number of likes their own posts receive, but not others’.

In a similar move, Twitter have also announced this week that they’re going to give users in Canada the option to hide replies to their Tweets in a bid to combat trolling, hate speech and pile-ons.

Some have applauded these moves, seeing them as steps towards more socially conscious social media. Many have cited studies that found a link between excessive social media use and poor mental health, especially in young people. Comparing the amount of likes on your post to others is said to be particularly destructive, with Instagram stating on Twitter that they want users to “focus on the photos and videos you share, not how many likes they get.”

These moves may also put professional influencers on alert. The industry is built on the ability to demonstrate ‘engagement’ through likes and comments, and thus secure lucrative brand partnerships. If these disappear, influencers will find their impact much harder to prove, which signals another step towards the end of the ‘Wild West’ dawn of influencer marketing we often discuss in these Trends.

There are two major lessons to be learned from this development. Firstly, social media is only a source of income for influencers because platforms allow it. One tiny shift in the rules can destroy business models, as brands relying on Facebook found out when their algorithm changed earlier this year. Secondly, these platforms aren’t going away any time soon. The industry’s giants are beginning to recognise how unregulated use tarnishes their reputation and risks them being subject to more draconian regulatory legislation. By wising up to this, and proactively addressing such issues, Instagram and Twitter may just have secured their own survival. 

Cats Trailer: A Prowl Through the (Uncanny) Valley of the Shadow of WTF

A few months ago, we discussed how Aladdin’s bizarre trailer being so meme-able was a handy, publicity-driving distraction from how bang average the film looked. Then there was the Sonic the Hedgehog trailer which inspired a similar reaction, except but was too brutalised by the public to have the same cult-raising effect.

The upcoming adaptation of Cats is on another level.

The public hilarity doesn’t even really seem to stem from the notion that the film will definitely be bad. The indecision about whether to portray the characters in Baron Lloyd-Webber’s classic as cats or humans in costume, or just humans has led producers to splice some of musical theatre’s icons into terrifying uncanny valley Brundlecats.

This is set against a visual backdrop which is more Terry Gilliam’s-poppers-are-past-their-sell-by than anything like director Tim Hooper’s previous musical adaptation, 2012’s Les Mis. The combination looks like a particularly psychotropic and terrifying old musical episode of Doctor Who.

There’s also the uneven casting which recalled Jimmy Kimmel’s parody ‘Movie: The Movie’. Jennifer Hudson, Judi Dench, Ian McKellon and Idris as evil Macavity are all solid but there was a note of derision on social media around James Corden, Jason Derulo, Rebel Wilson and even Taylor Swift, who, big star though she is, is untested in major feature films.

The Cats producers now find themselves with a bit of a double-edged sword on their hands. On one side, the whole world is talking about their film, on the other, few people seem convinced that it’s going to be much good. And there’s a clue in the trailer that they saw that reaction coming. Memory is the song that transformed Cats from a good musical to a classic: revealing nearly a minute of your showstopper in the first trailer smacks a little of desperation to communicate the quality of the singing. When the visuals are so baffling, you can’t entirely blame them.
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Borkowski Weekly Media Trends: Tommy Robinson | Heck x Boris | Memes | Podcast Boom

Borkowski Weekly Media Trends

It's hard to make sense of our crazy world. On the one hand, studies have shown us this week that influencers are losing their influence, then you hear that said influencers are flogging their own bathwater for 30 bucks a go - words escape us sometimes...

Here at Borkowski, we try to condense the weekly news cycle down to bite-sized chunks. Here goes nothing!
The Ballard of Tommy Robinson

The great gift and curse of the internet is that it has put likeminded people in touch with one another. And as a result, we have learned a few things. It turns out that far more people than we thought love pictures of cute cats, videos of people falling over and – perhaps inevitably – racism.
As old political coalitions are breaking down, new digital movements are springing up in their place. Take Stephen Yaxley-Lennon, better known as Tommy Robinson. In his short career, he has managed to gather together a broad coalition of supporters from the overtly racist, to ‘common-sense’ middle Englanders, through to those who simply believe his schtick: that he is an innocent victim of a system too lenient on sex offenders.
He’s tapped into a cultural fissure that’s been growing for decades, namely the idea that ‘political correctness’ has prevented criticism of certain races or religions. It’s a strategy that’s won him broad support, and it has been completely enabled by the internet, which destroys nuance and encourages totality of opinion. When his supporters attack journalists, we can see the destruction this is having on civil discourse.
But the fascinating thing about Tommy Robinson is that a few years ago he was a nobody from Luton, a joke. He would be invited on respectable panel shows to discuss his opinions and was often applauded but rarely taken seriously. Now his image is one of a serious, if dangerous, public figure. When he is released from prison he will return as leader of a street movement that has grown beyond all expectations. Anyone who aspires to prominence in today’s culture has to understand how the internet enabled this to happen. By uniting unlikely bedfellows under a narrow issue, Tommy Robinson has exceeded all expectations.
Oh, Heck: When Stunts Go Wrong

The art of the publicity stunt is a fine thing. Sausage-makers Heck managed to get one such stunt catastrophically wrong this week.

Piggy-backing on the media attention of Boris Johnson’s campaign to lead the Conservative Party, they released a range of ‘Boris Bangers’, featuring his unmistakable blonde fringe on the packet. They even went so far as to invite Johnson for a photo opportunity with said sausages. Being Boris, he enthusiastically went along to their Yorkshire factory to take part in the stunt.

But many critics of Johnson did not react kindly, launching #BoycottHeck on Twitter. Soon it was a proxy for the ongoing Brexit war, with Remainers and Leavers fighting it out online.

Heck had unexpectedly waded into a toxic debate that they were completely unprepared for. This is the cardinal sin of politically-minded stunts. Sometimes businesses can explit the news agenda to great effect. But here we’re talking about Boris Johnson and Brexit. Each is arguably the most divisive Conservative politician and electoral event in decades. That particular story cannot be exploited without a great deal of careful thinking and, very importantly, without a willingness to wade into the story. Heck’s greatest problem was their unwillingness to ‘specifically endorse any candidate’, as their statement admitted. They failed to understand the nature of Johnson’s particular brand of celebrity, seeing him as just another prominent politician, rather than what he is: a saviour for 52% of the electorate and a charlatan to the other 48.

Though some manage successfully, brands and politics are a dangerous mix. The adage is wrong: not all publicity is good publicity. Good PR is about building not just buzz, but happiness and enthusiasm around a brand’s story. By half-engaging with a man loathed by half the country, and loved by the other, Heck made a Faustian pact: They were willing to alienate their consumers and have their message lost in the media noise, all for a brief spell at the top of the news agenda, and ultimately for the wrong reasons.
Are Pointless Memes making a Comeback?

In a week where a T-Rex costume race made international headlines it probably won’t come as a surprise to many that pointless yet funny content, although now often overshadowed in the public consciousness by robot-generated gibberish or political extremism, still dominates a large part of the internet.
But there’s a certain type of shareable viral meme, popular in the late 00s and early 10s, that feels very dated: you’d probably forgotten about planking, ice bucket challenge, and the Harlem Shake. Which is why it was surprising to see a series of ‘bottle-cap challenge’ videos flooding the internet in which a skilled individual uses a combination of physical prowess, coordination, and flair to remove a cap from a bottle in one fell swoop; whether by kicking (Jason Statham is thought to be the source of the trend), throwing a rugby ball or, in Mariah Carey’s case, singing a G#7.
The celebs flocked to do it, showing how relatable and down to earth they are with a series of (often) professionally produced and painstakingly stage-managed videos and this – along with such trends as Greg James’ ubiquitous Partridgism ‘Are You Well? I Thought You Were’ – signals the re-emergence of the inane meme?
It’s possible – we all need a mindless laugh. If this kind of viral morsel does regain popularity you can bet that hot on its heels will be a series of brands with expensive attempts to join in which slightly miss the point, smack of desperation and arrive a little too late.

The Podcast Revolution

The podcast: an accessible, innovative and low-cost way to share information and tell stories. Podcasting has been growing at an exponential rate for several years – both in the volume of shows being produced and the sheer number of consumers – which has recently seen Spotify jump on the bandwagon after officially separating podcasts and music in premium users’ libraries.

To add fuel to the fire, a recent study commissioned by 4DC showed that Podcast listeners outspend non-podcast listeners in every area, and millennial listeners outspend their peers by as much as 179%. With high-spending listeners flocking and constantly adding to this podcasting boom, colossal brands are never far behind, breathing down their necks. For instance, tech brands like Netflix and Microsoft have joined in, while podcast communities have grown up around high-profile TV shows like Love Island or Game of Thrones. These companies know they can exploit their customer base with targeted adverts, cashing in on a receptive audience.

Anyone with a morsel of an audience or platform is leveraging for podcast gain. Take the defunct DJ Danny Baker (previous trend topic after he was sacked for tweeting the royal baby depicted as a chimpanzee). He has signaled his return to broadcasting, set for 2020 with a new podcast structured using the same elements as his previous BBC Radio 5 Live show.

Ultimately, we can now consume our favourite things in some form ALL THE TIME – this is only increased by social media, as people increasingly use that while watching/listening. This culture of consumption is a perfect environment for podcasts to thrive.

And for the love of god, please steer clear from Info Wars!

Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Alex from Glasto | Young Vic controversy | Robert the Bruce | Taylor Swift

Borkowski Weekly Media Trends

Stormzy was the big winner from Glastonbury this week (despite what our founder Mark Borkowski saw as a failure to capitalise on the symbolism of the event) but let's take a look at what else was happening on and off of Worthy Farm. 
Alex from Glasto: Classic moment or PR stunt?
We've talked about Dave before on these trends and rate him highly both as a musician and as a budding master of self-promotion. But the rapper has found himself sharing a Glastonbury limelight with a 15 year-old bumbag enthusiast after pulling him out of the crowd for an explosive guest appearance. It was too perfect. But was it a set up? We asked competing Borkies to deliver each side of the argument:


Teenager Alex Mann – Glasto punter turned viral sensation – was plucked from the crowd midway through Dave’s set, delivering a flawless performance of song Thiago Silva – nailing the lyrics while oozing charisma and charm.

Cue the so-called wokies (TM Mark Borkowski) and veteran cynics attempting to drown a wonderful moment in a deluge of “reality”.

“PR STUNT” - they proclaim. I don’t buy it, and here’s why.

This isn’t a new trick and boy can it backfire. Last year, Kendrick Lamar pulled a fan from the crowd to sing "M.A.A.D City," only to cause a media storm when the fan dropped an "N-bomb".

In this instance, Alex’s story only brought positive press, one of the feel-good showbiz stories of the year.

Had it been a stunt, Dave’s team would’ve seized this moment had a plan. There would’ve been a single released immediately and interviews pre-organised to capitalise. You can’t miss your mark. Memes can snowball and launch careers: remember Big Shaq? The speed of the single release after the initial viral moment bought him a year of fame.

Instead, Alex has been the star, not Dave. Verified on social media, fashion and modelling deals in the works, even rumours of a record deal.

Alex will eventually fade into obscurity. There might be a novelty single down the road but he’s not talented enough to have any lasting fame because he’s just a teenager that was plucked from a crowd at random and given his 15 minutes.


What a brilliant stunt.

Sorry to be a cynic but - come on guys- this was just too good to be true: The PSG shirt, eager Alex’s position on a mate’s shoulders, so close to the stage, the bum bag and floppy hat so he didn’t look too rock’n’roll, the gauche puppy-dog demeanour giving way fluidly to a near-faultless performance. This was a pre-planned production of genius. 

It was so well produced that it’s almost impossible to rumble it as a stunt, one factor aside: Dave’s face.

Future Mercury-winning, festival-headlining superstar he may be, but Denzel Washington he is not. The patter in the build-up had the nature of something scripted but the smoking gun was the total and utter lack of surprise from the rapper as it was revealed that Alex knew the lyrics, knew how to use a microphone, didn’t freeze up, and was actually pretty good.

Surely, were that not a stunt, he’d have been gobsmacked?

Admittedly the PR impact of the stunt was helped by outside factors: Thiago’s tweet – whose virality I believe was entirely organic and spontaneous - helped turbocharge the tale.

I’m not even mad at Dave. This was glorious feel-goodery. Stunt or not, when the residue of an action is so positive, few look back and feel duped.
Tree controversy lacks humanity that sets theatre apart

Theatre is often ahead of other artforms in terms of fostering a spirit of inclusivity, collaboration and humanity.

So the industry was rocked this week when writers Tori Allen-Martin and Sarah Henley published a letter claiming to have been instrumental to the creation of Tree (a musical based on Idris Elba’s concept album Mi Mandela, coming to the Young Vic this month) only to be semi-ghosted and then dumped from the project in a manner which lacked clarity, honesty and empathy (to put it mildly).

Kwame Kwei-Armah, the Young Vic’s feted artistic director – now credited as co-creator and director of Treerefuted the allegations claiming that the change in the project’s authorship was a natural development and blaming the pair’s grievance on a refusal to engage with that process (with a veiled pop at their original script in there as well if you read closely).

Idris Elba produced a briefer statement brusquely dismissing Tori and Sarah’s claims that they had been brusquely dismissed from the project. It was a little tone deaf.

It’s all a bit of a mess to be honest. The competing accounts are so inconsistent that it’s impossible to know the truth of the matter as outsiders

One thing to consider though is that theatre is a particularly empathetic and humane industry – the whole thing is an attempt to understand human nature and that means that theatre-makers approach each other (and audiences) with a degree of emotional intelligence and duty of care you wouldn’t come across often in, say, film or dance music. Certain parties in this sorry incident seem not to have held themselves to these standards, and therein lies the risk of becoming an industry pariah.

Cybernats seek Bruce Boost

Something of a stooshie erupted north of the border this week when it was revealed that the new Robert The Bruce film wasn’t picked up for distribution by Cineworld. In a lightning bolt of opportunism, former SNP leader Alex Salmond joined lead actor Angus Macfadyen on the vanguard of those demanding the film receive a release.

Needless to say this was seized upon by the Cybernats and repackaged as a conspiracy to keep Scots from learning about their heritage in such an inspiring form that it might lead to an 'upswell in patriotic sentiment' – with some nastier connotations thrown in.  

Ultimately Cineworld relented and their campaign was successful – although box office figures have been more modest. But the real winner here is Alex Salmond and a breed of Scottish independence supporters who feeds on the narrative that the Scots are an oppressed minority. In that context a friendly neighbourhood conspiracy theory which underlines their point was nothing shot of a banquet, and another example of how easily a shark-like cynic can manipulate a news agenda as long as they have  a baying mob at their behest.

Sympathy vote for Taylor Swift?

Taylor Swift is back. Two new singles and an album scheduled for October signal that the machine is running at full steam.

But as her star continues to rise to galaxies of fame rarely explored, Taylor has become embroiled in another media story to which her response amounts to ‘poor me’.

Should we feel sorry for her? Yes and no…

The most recent drama saw her try to purchase her music catalogue and royalties by buying out her former label Big Machine Record. The nemesis in this story, Scooter Braun, has acquired Scott Borchetta’s Big Machine Label Group — and with it the rights to Taylor Swift’s first six albums.

As a result, Taylor has poured her heart out on social media targeting her fans directly, with the hashtag #standwithtaylor trending to vast levels of sympathy: a PR maestro strikes again.

Here’s the thing: judging this story purely within the context of the music industry you shouldn’t fell that sorry for her. This isn’t a unique position; this type of rights dispute and outcome is nothing new – it occurs frequently among independent artists and, sometimes, legends like Prince.

And remember, Taylor has come out on the other end of it to become one of the most successful recording artists in the world. She has massively benefited from her industry backing.

Where it’s possible to have sympathy is when considering the fact that artists are so rarely afforded the opportunity to own their own music.

Record labels control their artists, capitalising predatorially on the lack of rules and regulations protecting them.

Whether you like Taylor or not, this is manipulative and demoralising for any artist who lands in a similar situation. When it comes to ownership and control of the music you’ve created under a label, sadly, you’re going to be a loser.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Baffling Boris | KimK Kimono Kontroversy | Classical Revival | PR's PR Problem

Borkowski Weekly Media Trends

There have been some frankly bonkers occurrences this week in the worlds of fashion, politics and even dear old public relations, while the Classical Music 'revival' continues to mutate interestingly. We've taken a look at some of the most talked about stories...but before anyone asks, we're not even touching Snoop Dogg vs Gazza. Some things are beyond our powers of analysis. 

Boris continues to blunt self-inflicted hatchet job

A century ago, Einstein theorised that light bends around dense objects. In 2019 we’d like to propose a parallel theory: media and public relations logic, in any form, bends around Boris Johnson.

In an eventful week, the likely Prime Minister in-waiting has ridden out what feels like a grand karmic hatchet job. Although, despite having several justifiable axes to grind, the anti-Boris league has found its blows blunted by his innate ability to distract from important issues using diversion, obfuscation and tittle-tattle.

He had help from his Brexiteer media cheerleaders to dismiss last weekend’s reported domestic row as a Remain stitch-up, although did his utmost to court ridicule by allowing publication of a ludicrously stage-managed photo of himself and his partner loved-up anew in what looks like the Aristocratic Buffoon enclosure at an alien petting zoo (which in any case is speculated to have been taken before the domestic).

Unabashed, he faced the media for the first time in his leadership campaign (quite the feat of restraint for a man who, previously, was not so much fame-hungry, as apparent host to some form of ravenous, celebrity-fixated tapeworm) secure in the knowledge that the first question wouldn’t be about policy.

But he did get a few policy questions, which he doesn’t like, and actually ducking questions about his personal life didn’t sound very fun. In an increasingly tight spot, he produced a masterstroke to create ANOTHER layer of distraction…Borisception.

He seized on a mercifully benign question about his hobbies with a meandering salvo about making model buses out of wine boxes, and before you could say “Invertebrate Protoplasmic Jellies” he had launched another viral story which distracted from any effort to hold him to account other than via conspiracy theories.

Donald Trump is the current gold standard in terms of a public figure being immune to their own incompetence: this week showed that he might have competition.

KimK's Kimono Kontroversy

Kim Kardashian West came under fire this week as she announced a new shapewear line called ‘Kimono’, which was accused by Japanese social media users as being an act of cultural appropriation. The kimono is a key part of traditional Japanese culture, and the co-optation of the word for a collection of 
(let's be real) fancy spanx understandably left some Japanese poeple feeling their heritage had been ridden over roughshod .

Kim responded to critics by standing firm, saying the word Kimono was a “nod to the beauty and detail” of the robe and that she has “deep respect for the significance of the kimono in Japanese culture.”

Whether Kardashian was guilty of ‘cultural appropriation’ or not, it is highly unlikely that she was ignorant of the issues involved in her decision. The Kardashians, especially Kim and her mother Kris Jenner, are skilful self-publicists, some of the most effective manipulators of media attention working today.

By sparking a topical and highly charged debate, Kardashian has attracted global attention to an otherwise unremarkable clothing line, using controversy to generate attention just as she has throughout her career.

The very fact that critics are complaining of cultural appropriation highlights that, like all the best self-publicists (BoJo included), she has carefully obscured the ruthless cynicism underpinning the positioning of her various ventures. It wouldn’t work for everyone, but for Kim Kardashian West, all press is good press. 

Classical Music revival: can new streaming service hit the right note?

In a frantic world, increasing numbers of millennials are seeking salvation from their worries (collapsing eco-systems, terrible political leadership, no money, gluten) by listening to classical music.

But as anyone who has prescribed a quick dose of Chopin to take their mind off the awkward hand-touching and feet-treading on the tube will attest, Spotify’s stream of curveball songs into algorithm-generated playlists – even when not ignoring classical music completely- is anathema to one of its great pleasures - the steady building of an intricate musical movement.

Enter Primephonic. An app aimed at taking advantage of reviving interest in classical music. Where Spotify and Apple are built to reflect genres where artists regularly release their own unique work, Primephonic helps you find your favourite composer, their best work, and a range of recorded versions of it. It’s a subtle order change that works for classical music, but won’t work for pop, jazz or anything else.

But will it take off? Perhaps – it sounds like a better experience, but that’s not always enough to make an impact in a landscape where the pop-dominated streaming behemoths still hold the music industry in their gargantuan grip. But if Primephonic are loud and proactive - unafraid of a sprinkling (and no more) of KimK/BoJo-esque stuntitude- their model looks substantial enough that it could bring the attention, and library of music which they need to build in order to truly compete.

PR needs to do some PR for itself

The PR industry has a PR problem. Once you strip away all the process, Public Relations– and all of its hifalutin spinoffs- boils down to three things:

Do people know you exist? Do they know what you do? And do they like you?

The first is interesting. People have heard of Public Relations and the name of the industry seems self-explanatory. But are they conscious of its impact on their day-to-day lives? A couple of years ago we did an experiment – now a work of outsider art in Mark's office which we revisited on Instagram today- to highlight how much of the news is shaped by PR. The answer to ‘how much’ is ‘almost all of it’ but our visual representation never fails to raise disbelieving eyebrows.

Then, do they get what we do? According to PR Week, 92% of people think that PR professionals lie, misinform and hide the truth. It’s a damning report that ultimately stems from a lack of public understanding about the nuts and bolts of the job, which shows that the process of PR done well is something without a public profile.

The survey also kind of begs the answer to the third question about whether we're liked. And it doesn’t help the matter when a PR company is being accused of rigging a government campaign to build a £100 million Holocaust memorial next to the Houses of Parliament.

So people aren’t conscious of the industry, derive negative impressions of us from a misunderstanding of what we do, and – even when they clear these hurdles- are confronted by a public image of PR companies placing themselves on the clear wrong side of history, before history has even been written. PR needs some good PR.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Top Gear rainbow cars | Influencer proposal sham | Keanu Reeves | Mark Field

Borkowski Weekly Media Trends

The race to be the next Prime Minister is chuntering into inertia so here's some other stuff that's been happening in the media this week, only one of which is a politician embarrassing the whole's that for positivity!?
Top Gear's Rainbow cars hint at bright Post Clarkson future 

Top Gear, the scripted reality prank show in which straight white men pretend to be interested in cars as a pretext to wind up unsuspecting members of the public and espouse right-wing political views, has undergone a second reincarnation since its most successful presenting trio, The Clarkson Sisters, left in 2015 to do a show for Amazon that’s pretty similar just shorn of any pretence of being about cars.
The problem with the first reincarnation is that it didn’t do enough of the prank-y stunts which garnered the show its colossal following in the noughties, so it will be encouraging to producers and audiences that the new series has kicked off with a neat stunt in which the presenters have driven rainbow-clad cars around the notoriously homophobic state of Brunei.
It’s not dissimilar to that classic time the Clarksons wrote ‘Man Love Rules’ on a car they were driving around the US Deep South, nearly getting themselves lynch-mobbed in the process. But it’s a sign of how times have changed that the producers and publicists on the show had sense to put on an outright display of solidarity with the Pride movement this month, rather than simply using the LGBT* rights movement as a vessel for puerile humour.
It’s not perfect. Pinkwashing is another trend we’ve been following closely. But what remains to be seen is whether these new, more 21st century sensibilities can be balanced with the stunty sensibility of Top Gear at its peak.
'Spontaneous proposal': is viral sham another step in the fall of the influencer?

With war in Iran looming, Boris cruising into Downing Street and Scotland’s cruel departure from the World Cup, there is more than enough to be depressed about – but we thought that we would add to the list. This week, a peep behind the curtain of the Instagram Influencer business model revealed what we have long suspected. The business of influencing is just as fake and cheap as it smells.
This week a self-professed ‘ambitionist’ was whisked around the planet by her boyfriend on a magical mystery tour. The details are glamourous, interminable and entirely undermined by the fact they’re being experienced exclusively through a camera. The premise was that she had no idea what was planned or why. It was a beautiful adventure, followed by a magical proposal.
But all was not as it seemed…
It is strange to record a life event like a proposal for the benefit of thousands of strangers, but it is perverse to pre-plan it for financial gain. Unfortunately for this young couple, who should’ve been enjoying the warm glow of love’s young dream, a despairing (and entirely sane) leaker decided to give their professionally designed pitching pack to the press, revealing an hour-by-hour plan for the ‘spontaneous’ proposal – from which it’s clear that the bride-to-be was very much aware of it beforehand- offering sponsors the chance to have their products artificially placed into proceedings for a tidy fee. This was the Trueman Show, but Truman is aware, and you aren’t.
Does the exposure of this grotesque commodification of love mark the decline of the influencer? The business model that relies on a faux-personal relationship between hawker and punter must surely suffer once such deception is revealed. Or not. Our short online memories have made us forgiving; so as long as influencers keep pumping out content which makes us feel special and welcome, we’ll continue to marvel at viral fluff and suck up the products embedded in it. It’s a cycle which has been in motion for years. Remember this.

Keanu Reeves: 'Strange Things are Afoot'

From cult-hero to TIME Person of the Year candidate, Keanu Reeves proves nice guys don’t always finish last.

Coming into the press junket to promote John Wick 3 – the third instalment of the pulp action movie series starring Reeves as the title character- he could have been considered a reluctant celebrity, not partaking in any social media and always shrouded in a thick fog of enigma.

All of this has tended to give him the air of a B-List actor who does A-List films. But suddenly he’s everywhere. A constant viral presence weeks after the modest success of his latest film. Is this a natural reward his silent acts of philanthropy, timeless wisdom and apparent agelessness?

We think there’s a more powerful factor than good karma at work here. Memes.
There are two factors which have made Keanu so meme-able: the first touches on the above; he’s (by all accounts) a lovely guy, fascinatingly distinctive to look at, and a Bill Murray-esque provider of apocryphal anecdotes and urban legends.

The second is that his fanbase is so naturally predisposed towards meme culture – Reeves’ filmography is a geek’s almanac and if you drew a venn diagram between Bill and Ted, Dracula, The Matrix and John Wick then in the middle, alongside Keanu, you’d probably find a lot of fans with a borderline unhealthy obsession with Reddit and photoshop.

So of course his every move is going to become a meme. The internet won’t leave him alone despite him taking no part in it.

Mark Field is cancelled

Whatever the (in our opinion limited) merits of Greenpeace entering Mansion House last night, Tory MP Mark Field must have known, as soon as that protestor’s cheek hit the pillar, that his short-term career as a government minister was over.
The only political figure in recent memory to ride out having perpetrated a physical assault on a member of the public is John Prescott and that was nearly twenty years ago in retaliation to another man who’d thrown an egg at him (not condoning the punch BTW), and the fact that he survived that is still a minor political miracle.
Field enjoys none of these extenuating circumstances. He won’t survive.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Charlie Hebdo vs Jo Brand | The Rise of the Unicorn | The Inevitable Rory Stewart

Borkowski Weekly Media Trends

Despite attempts to avoid a political trend, the recent Tory leadership is impossible to ignore, as is the rise of Rory Stewart - he's walking on and giving it a go. We also have the inevitable cancel culture taking its share of victims as well as our thoughts on this year’s London Tech Week.
Hebdo vs Brand - who will survive the media: 
French satirical magazine Charlie Hebdo has caused controversy, again, after their front cover image featuring a football entering a vagina with the caption: “We’re going to eat it up this month,” was released in their latest issue.

Their crude and unashamed depiction of the vagina is designed to be offensive. At a glance, you succumb to the sheer bizarreness, and ultimately, taken by repugnant nature of the image.
Whilst it has picked up initial coverage and caused social media debates, it failed to build momentum or further conversation off the back of the picture.

In contrast, Jo Brand has been under severe scrutiny for a series of jokes that are, on the surface at least, less offensive than Charlie Hebdo’s depiction of women’s football.

Despite this, Brand finds herself on the ropes as the headlines come thick and fast! Even the OAP ex-Para who was milkshaked campaigning for the Brexit Party has weighed in calling for Jo Brand’s head.

The through-line here is that people don’t care. The difference is that the media have picked up and built the story forcing Brand’s hand – having to apologise for jokes that she’s paid to deliver.

Once the story is in the cycle, you can’t get away from it. The media dictates who the people like and who should be cancelled.
London Tech Week - the rise of the unicorn

As London Tech Weeks draws to a close, we can conclude that we have droves of unicorns (is that how you say it?) galloping (do they gallop?) through the streets of Britain. We have 17 start-ups that are valued at over $1 billion… huzzah!

Does anyone actually care?

As the UK tech sector booms, we are in danger of throwing another meaningless piece of jargon into the fiery pit of overused clichés like disrupters, thought-leaders, innovators.

Whilst the term ‘unicorn’ represents the value of a start-up it won’t matter. The allure for communicators to link their project to this new buzzword will be too strong to resist. Whether you’re describing your project as the next unicorn or blurring the lines of conversion rates; as long as there’s will there’ll be a way.

The problem for start-ups is saturation. Everyone’s vying to be the next Facebook, Uber, Google, Apple.

It’s all about the who.

Getting the right players backing your product is an invaluable asset – a talking point that creates genuine buzz and excitement.

The tech universe craves leaders who are straight-forward with a no bull approach.
It’s not about the idea it’s the people. We want to see tech business leaders motivating the brightest young minds to create the culture of success – to be the next… Zuckerberg…….?

A terrifying thought but being the next unicorn isn’t going to cut it anymore. It’s about instilling a culture around your brand. Be the next Jobs not the next Billy McFarland.

Rory's Walking On Sunshine (Wow!)

One candidate in the Tory leadership contest stood out to Borkowski this week: Rory Stewart.

Stewart was relatively unknown before the race began, but he’s since begun to stand out with some interesting campaigning moves, not least his ‘Rory Walks’ videos on social media. But Stewart has been willing to attack front-runner Boris Johnson where it hurts, unlike other candidates. Describing him as a “clown” at his campaign launch, he asked whether Johnson was really the person voters wanted to have access to nuclear submarines. Deploying a similar argument to those that question President Trump in the USA, Stewart has been able to simultaneously produce headlines indulging in the blue on blue battle, while presenting himself as the candidate of moderation. That’s a tough game to play, but Stewart appears to be pulling it off.

So what comes next? Stewart has gone from being one of the least interesting candidates to one of the most. To succeed, he’ll have to keep that momentum going. He should resist the temptation to shift to an old-fashioned campaign, or he could lose every inch he’s gained so far. Short-term publicity is one thing; keeping your flame alive is another. But if Stewart can continue to present himself as the candidate of the middle ground who is willing to take a bit of heat, and to dispense freely with his opinions, he could do very well indeed.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: #TrumpStuntWatch | Tory leadership | Raheem Sterling blunder | Champions League streaker

Borkowski Weekly Media Trends

Donald Trump's State Visit has dominated proceedings this week but we've also seen the next steps in the Tory leadership contest and two examples: one triumphant, one disastrous of attempted reputation building in the football world.

Wit wins over anger but nothing dented the President’s pigheaded self-assurance
President Donald Trump was in town this week for his contentious State Visit and despite his confident dismissal of the very idea that anyone would protest his presence, chatter was dominated by the thousands who took to the streets to protest the decision to roll out the red carpet for an orange buffoon.
As he enjoyed what was described by our founder Mark Borkowski as “a PR gift”, a raft of protest stunts bubbled around the main event, with the most bombastic gaining the most traction. The protest veteran Trump Baby battled for attention with a plucky debutant - a sixteen-foot farting robot on a golden toilet.
In the fight for the spotlight – size certainly does matter: giant phallic messages mown into fields on the Stanstead flight path jostled with looming Led By Donkeys’ billboards - revealing what Boris really thinks of Trump and dispelling myths about his approval rating. Any good Brit should be able to pride themselves on being able to insult an American so well that they don’t realise that they’ve even been criticised until months latter – but on this occasion our quiet, biting sarcasm perhaps deserted us.
A nice small-scale stunt came in the form of women dressed as characters from The Handmaids Tale: visually striking, poignant and made a specific political point. And our old friend Alison Jackson had some fun with one of her storied lookalikes.
We’ve been critical of ‘milkshaking’ before in these trends and the tide does seem to have turned against this kind of direct action after some disgraceful scenes of intimidation and even physical violence against Trump supporters, behaviour completely contrary to the values those protesting Trump should be espousing. 
Jeremy Corbyn also proved ineffective, with his boycott of the state banquet and protest speech the following day critiqued in most quarters as both unstatesmanlike and tedious, but then again nothing really put a dent in his armour of total self-belief and lack of self-awareness. Trump's, that is.

Tory leadership cultural preferences: what they should have said

Today The Times ran a fun piece about the Tory leadership candidates’ cultural lives (except Dominic Raab, whose lack of participation suggests a cultural knowledge akin to Malcolm Tucker’s infamous Star Wars analogy).
Answers ranged from the intriguing to the disappointing: Jeremy Hunt is a great Latin dancer but reads Kissinger, they all like Game of Thrones, Sajid Javid likes It’s a Wonderful Life but reads Ayn Rand… it’s an inconsistent mix of universal zeitgeist and crusty old Tory stereotypes.

But what would the ideal answers have been to woo Tory voters of all ages and demographics?

We asked our Arts & Entertainment team to weigh in:

Book: Pick two; one heart-bleedingly patriotic and another to show that your patriotism doesn’t mean you’re racist. We’d go for a quintessential rags-to-riches tale like Nicholas Nickleby or David Copperfield: demonstrating social mobility without suggesting that the government should have a role in it. Then something culturally diverse which also avoids aping Jenna Maroney in 30 Rock claiming her favourite book was The Quran…so maybe something by Kazuo Ishiguro who is a unique mix of famous, edgy, British and foreign.

Film: Go for something which appeals to both film snobs who’ve watched the entire Battleship Potemkin and people who think that the Rambo series is a metaphor. To achieve this, pick genre films but rule out anything that will make you seem psychotic: horror, psychological thriller or gross out comedy (sadly eliminating The Exorcist, Silence of the Lambs or Bridesmaids), which leaves open options such as Toy Story, Little Miss Sunshine or, if you want to appeal to blokey blokes, Mad Max Fury Road or Black Panther.

TV: In The Times piece they all missed a trick. Game of Thrones’ ending was crap and anyone who doesn’t acknowledge that clearly either hasn’t watched it or hasn’t watched anything else. Stick to other classics: The Sopranos, Breaking Bad, The Wire, Mad Men, West Wing (if you want to appeal to moderates).

Stage: Both Hamilton and Cursed Child are probably too liberal in origin for the Tory base, whereas something as heavy as Shakespeare would be alienating to any readership except the Times’. Jeremy Hunt picking ‘anything by Jez Butterworth or David Hare’ was solid in this respect, and if you wanted to pick a musical you could also throw-in Matilda or Come From Away without provoking outrage.

Music: Politicians slip up at this one either by trying to be too cool or not trying hard enough and coming across excruciatingly lame. Too cool: Lizzo, Dave and Billie Eilish. Too lame: Matt Hancock’s praise of Ed Sheeran and Jess Glynne came across as painfully basic. You might just get away with George Ezra, Dua Lipa or Lewis Capaldi if you’re going contemporary. If not, Classic FM or Scala Radio are both solid touchpoints even for those who find classical music alienating so Hunt did not badly there too.
And lastly on the theme that throws the politician against the cultural symbol, play this brilliant game and try to work out if you can tell which right wing paragon said what – Raab or  Amerocam Psycho's Patrick Bateman.

Sterling gets hospital pass from PR blunder
A cautionary tale from the world of sport this week. A PR agency working for England star Raheem Sterling sent out a press release announcing that their client had been chosen to captain the national team ahead of their UEFA National League semi-final against The Netherlands on Thursday evening. This, despite there being no confirmation from the Football Association or England manager Gareth Southgate.

Apart from anything else, the rumour of Sterling captaining the team despite the country’s two regular captains also featuring in the wider squad threatened to reveal England’s line-up (and therefore likely tactics) for the match.

After an underwhelming performance at the World Cup last summer, Sterling is in a good place, currently regarded as one of England’s best players. But he’s also had to build his reputation around a torrent of attacks by the tabloid media including criticism for how he spends his admittedly astronomical wages, and criticism for displaying a tattoo of an M16 assault rifle on his shin - which he then revealed was a tribute to his father who was shot dead in Kingston, Jamaica.

Current PR norms provide two options for footballers; either play it completely safe, or aggressively pursue sponsorship deals. There is little creative room for much else.

Sterling’s ability to win the nation’s respect and admiration despite his status as a tabloid panto villain shows that he’s much, much more than a clothes horse, but he was failed by a short-termist strategy that couldn’t see a bigger picture than the captain’s armband. Football is changing, as is the role of its stars; PR must change with it.

Could Champions League streaker reignite a vintage stunt?

The act of disrupting sports events, politics or concerts seems to have reached a point of diminishing returns.

Two instances this year come to mind: footballer Jack Grealish getting punched by a fan and the naked Brexit demonstration: both were moments of madness whose messages did not last long in the memory.

Neither apply to last week’s notorious Champions League Final streak.
A scantily dressed voluptuous woman burst onto the pitch, making it to the centre circle before being apprehended rather sheepishly.

With the audience is millions of sports fans, mostly men-who-watch-football, the safe bet was that she would pick up traction…and a lot of it.

Compounded by a pretty lethargic match, she received headlines worldwide and gained 500k Instagram followers in 24 hours, rising to over 2m.

Instagram have allegedly banned her account for suspicious follower activity since…but the promotional power of the prank doesn’t end there: She was promoting her boyfriend’s website Vitaly Uncensored – a platform run by an internet prankster who recently quit YouTube to create an X-rated prank hub featuring content that wouldn’t make it pass YouTubes filters.

This pay-to-view site – according to Google Trends data – has since driven thousands of new subscriptions. Vitaly merged the old school stuntiness of a ‘streak’ with the titillation on which he hopes to build the new site. Right or wrong, it’s telling that in an age where streakers aren’t usually show on camera, even the broadcaster and cameracrew couldn’t divert their attention…

Delivering Big Publicity Ideas 



Borkowski Weekly Media Trends: Gavin & Stacey | Botswana Elephant scandal | Love Island

Borkowski Weekly Media Trends

Last week we predicted that the Prime Minister's resignation would dominate the headlines and that the unfancied Rory Stewart might be a dark horse as her replacement. We were right about at least one of those things.

While we're on predictions, a couple of weeks back we prophesied that viral marketing could be a great tool to increase the fame of women's football...the England women's team backed up that hypothesis but did so with a hand-wringingly cringe re-write of 'Three Lions' worthy of Bill Nighy's character in Love Actually.

We also talked about James Charles and how 'Cancel' culture is creating new levels of accountability for Influencers, something we saw again this week in the escalating feud between YouTuber brothers Deji and KSI. So you win some you lose some.

And you don't have to take our word for it - all of our trends are now archived on the Borkowski Website. Now let's look at what else happened this week!

Gavin and Stacey: a sitcom comeback success?

The week kicked off with the announcement that legendary sitcom Gavin and Stacey will return for a Christmas special this year, almost a decade since it ended.

Bringing celebrated sitcoms back to try and reach a new generation has been commonplace lately and results have been mixed; from the disastrous (Dad’s Army, Yes Minister, Open All Hours, Porridge), to the mediocre (Only Fools the musical, Will & Grace across the pond) to the really quite good (Partridge, Still Game if you’re Scottish).

The successes tend to have some from making a virtue of how society and humour have changed since the original. It may only be 10 years old but the Gavin and Stacey first existed in a lovely bubble - pre-Brexit, pre-Fake News, and pre-James Corden being world famous. If it succeeds it could be because its writers see humour in old characters trying to get to grips with this uncomfortable new world.

Another indication as to its likely success is the motivation behind bringing it back.
The answer to this probably lies with James Corden. Ruth Jones has been successful since, but G&S is still the biggest thing she’s done so her motives aren’t mysterious, whereas Corden is now the US primetime heavyweight behind Carpool Karaoke, so doesn’t need this. But he’s also reportedly loathed within the UK television industry, so if he’s ever going to make a significant return to acting or UK screens in general, he’s have to do something to build a swell of good-feeling first: a Gavin & Stacey special which honours the original could do that, but not if its primary purpose is to be a James Corden showreel.

Botswana Elephant scandal could create another Bell Pottinger

Following the government of Botswana’s controversial decision to lift the ban on hunting elephants, they have sought out the advice of an American public relations firm. 42 West is an agency primarily known for work in Hollywood, listing Tom Cruise, Meryl Streep and Tom Hanks as clients in December 2018.

The firm might do well to remember the fate of Bell Pottinger, which collapsed after accusations that they deliberately encouraged racial hatred in order to keep President Jacob Zuma of South Africa, currently facing corruption charges, in power.

Perhaps this is what happens when PR firms get too big and drink their own Kool-Aid. Bell Pottinger believed they could get away with anything; maybe the same can be said of 42 West. But not every crisis is fixable. Some issues are simply too unambiguously immoral to spin.

It might have been wise for these agencies to seek outside advice for themselves. In a world that increasingly demands an ethical approach from business and media organisations, PR professionals must be able to take a long hard look at their own practices. If they don’t, scandals like these will continue to consume the industry.

Love Island: How long can hype drown out moral qualms? 
Season 5 of Love Island commences next week having increased its audience sevenfold between its first and fourth seasons to an average of nearly 4 million last year.

Reputation-wise it hasn’t all been roses since then; the suicides of two former contestants implicated the show in a wider scandal about the duty of care owed by reality producers to their contestants’ mental health, most acutely when the Jeremy Kyle Show was cancelled for similar issues earlier this month.

Eyebrows have also been raised at the apparent half-heartedness of the show’s attempt to increase the diversity – particularly body diversity- of its contestants, prominently during a widely debated interview with the Radio Times.

But what impact will this have on viewing figures? The answer is ‘probably not much’; media coverage of the new series has been fervent and our impression is that anyone engaged with popular culture will at least dip in-and-out of Season 5 with scant regard of the moral questions the show’s comms team have been toiling to answer.

But Love Island’s rise has been meteoric, and this kind of upwards momentum is never perpetual. Big Brother, the show’s most comparable predecessor, saw its audience slump consistently after its fifth season, so we may be witnessing Love Island’s natural peak. Unless something sensational happens this year, then the issues, which until now have been drowned out by hype, may become harder to ignore, in which case TV’s most famous island might start to crumble and sink.
Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Next Tory leader | Tesla's new Absolute Unit | 'Milkshaking' as PR strategy

Borkowski Weekly Media Trends

Well well well. The bloody Prime Minister just went and resigned. It's going to be tough to oust that from the front pages for a couple of weeks..!

Next Tory leader? The runners and riders

According to, the top Tory leadership candidates are Johnson, Hunt, Gove and Raab, and according to Guido Media: we can already see the remaining Conservative MPs already begin to sidle towards their preferred choice. A race that has been running just out of sight since the exit poll at the last General Election is now edging into view before it finally bursts into the open on June 7th.
Here are the communication strategies that the Borkowski team would recommend to each of the big hitters.
Boris Johnson
The last time an early frontrunner ended up winning the Conservative leadership race was a long, long time ago – and the longer the race, the more chance of an upset. But the Democratic race proves to us that it can be done. Joe Biden and Boris Johnson are similar in a couple of ways – both are household names, and both have gained popularity because they shoot from the hip (in a manner which raises questions about their ability to lead and manage). Johnson should do what Joe Biden is doing – big set-piece speeches to demonstrate charisma and statesmanship, but limited exposure to journalists and the public in order to minimise the chance of a gaffe. It’s simple – make sure every word Johnson utters in public from now until election day comes through a teleprompter. Privately, target the MPs with the smallest majorities and show them polling on how unpopular your rivals are.
Jeremy Hunt
The insider’s choice and the candidate least prone to populist demagoguery. Unfortunately for Jeremy Hunt, he campaigned for Remain and that will be used against him day-after-day. He has already spent months preaching the merits of Brexit with the lonely zeal of the converted, but in trying to win over the Brexiteers he’s fighting a battle he’s already lost. Hunt would be better to stay quiet, let Johnson soak up the punishment that comes with being the frontrunner until he stumbles and falls, and position himself as the steady hand in order to sweep up the panicking Cameroonian moderates. Run quiet until the polls narrow.
Michael Gove
Michael Gove is a Machiavellian genius and by far the best out-and-out politician in the race. As such, he will almost certainly have a diabolically brilliant plan already locked and loaded. His comms team should just step back and ponder the sheer magnitude and cunning of whatever he has ready. In the meantime, he should get Tom Tugendhat, (the next next Conservative leader) in front of the cameras to make his case. That should solve the ‘whatever charisma is, I don’t have it’ problem that beset the last campaign.
Dominic Raab
Raab needs help from his comms team almost as much as Johnson. This is the guy who thought balancing some books on his windowsill would make him look like an intellectual. This is the man who has a rich history of saying offensive things (including the classic British worker ‘lazy’) and this is the man who famously wasn’t aware of Britain being an island until he’d reached the highest level of government .
With all that in mind, there’s only one thing to do; bang the drum of populism as loudly as you can. Promise the undeliverable, demand the fantastic and condemn the sceptical. It’s a playbook as old as time, and the good news is he won’t need to pay the normal price of personal integrity. He already sold that cheaply, a long time ago.

But there are a few decent people running: One in particular - Rory Stewart. He is approachable, intellectual, has military experience, and boasts a hard-fought reputation for loyalty and a good, considered manner with the media. Up against the gaffe-prone Boris or Raab, or a scheming Michael Gove, he might come across as the only adult in the room. With the correct media strategy, he could be dangerous (to his rivals, not the country).

Tesla hire themselves an 'absolute unit' to revamp social media strategy

Automotive firm Tesla has hired Adam Koszary, former social media manager at The Museum of English Rural Life, who previously engaged in a bizarre exchange with the company’s maverick billionaire owner Elon Musk.

The Museum’s account exploded in April 2018, when Koszary tweeted a picture of an oversized ram, referring to it as an ‘absolute unit’. 36,000 retweets since it was uploaded – not bad for a picture of a sheep.

Last month Musk changed his Twitter bio to those same words and made the image of the sheep his profile picture. This prompted a witty response from Koszary, who changed the Museum’s own profile picture to an image of Musk’s face. Hilarity ensued.  

Koszary was due to start a new job at the Royal Academy but subsequently announced that instead he would be joining Tesla as Social Media Manager. The news comes as Musk faces pressure from his legal team to rein in his tweets, and stop speaking out of turn. At the same time, Tesla’s share price is slipping, and investors worry the firm is running out of money.

Whether the decision to hire Koszary came from Musk himself, we don’t know. But clearly someone at his company has recognised that social media is not just an extension of traditional communications channels, rather a place where reputational battles are won and lost. Elon Musk is the public face of Tesla, but he looks increasingly burnt out and burdensome on the firm. Switching the responsibility for their image to an undeniably witty social media strategist could be a very astute decision indeed.

Stop the 'Milkshaking' before public develops Lactose Intolerance

Put yourself in the shoes of Nigel Farage. At the helm of a well financed, well organised party – with another unlikely electoral triumph in sight but having to deal with the final attacks that come as you hurtle down the home straight.

And boy did they come.

Firstly, Gordon Brown makes a rare speech in Glasgow to launch a broadside into your party's opaque funding process and its mysterious donors. With an undimmed eye for a soundbite he says you ‘Won’t be remembered as the man of the people but as the man of the Paypal.’ 

Secondly, Buzzfeed breaks a story which includes a film of you pitching your party to a room full of far-right ex-Scientologists with close ties to Vladimir Putin. Worse – it is quite literally taking place in a private room at the Ritz. 

Lastly, you are walking through Newcastle city centre and someone throws a milkshake at you and you’re both the subject of sombre think pieces and the laughing stock of Twitter.

This allows you to do two things. Wrench the media’s eye away from the two painful and carefully timed attacks, paint your opponents as inciting violence, and in doing so paint yourself as a humble victim whose arguments are so formidable that your rivals must resort to physical attacks.

You started the day being painted as a stooge of the Kremlin and you’ve ended it doing your best Gandhi impression – and all it cost you was a McFlurry to the chops.

Delivering Big Publicity Ideas


Borkowski Weekly Media Trends: Jeremy Kyle | James Charles | German Women's Football Team | Aldi

Borkowski Weekly Media Trends

If you’ve been enjoying these trends you might also be interested in listening to boss man Mark Borkowski on the Media Masters Podcast this week on which he talked to Paul Blanchard about the future of the industry as well as giving hot takes on topics such as Brexit and the Duke and Duchess of Sussex.


To this week: the big media news has undoubtedly been the canning (after a short stay of execution) of the controversial Jeremy Kyle show by ITV after the death of a contestant shortly after filming.

Around the fringes of the crater caused by this bombshell it’s been an active week of stunts, from Air BnB resurrecting the Spice Girls Bus, to Hawksmoor making the most of a staffing error involving a £4,500 bottle of wine, and even encompassing an all-Tweeting, all-farting Donald Trump robot in China.

Jeremy Kyle Show: The burning questions

First let’s address Jeremy Kyle: the sorry chain of incidents from suspension to leaked emails to cancellation has thrown up a range of questions:

Does this signal a wider crisis for ITV?

Is this the end of exploitation reality TV as we know it?

Should the makers of Love Island be worried?

What next for Jeremy himself?

Can he eventually emerge from his own train wreck with reputation intact?

…perhaps as a candidate for the Brexit Party?
German Women's Football Team: Could Virality help Equality
It took The Germany Women's football team all of 88 seconds to form a brand and identity, devoid of their male counterparts.

We play for a nation that doesn’t even know our names
We've been European champions three times, right? Wrong! Try eight times.
Since we started, we haven’t just fought opponents.

Even the English subtitles on their viral team announcement this week tell an incredibly powerful story.

They address the prejudice they’ve faced with defiance and dignity. The trolls that have stalked women’s football since its professionalisation have been difficult to shrug off. Former Arsenal player and pundit Alex Scott has struggled to deal with the toxic and incessant abuse plaguing the Twittersphere.

It’s an empowering video, but more than that they’ve created an identity for themselves which is totally separate from the footballing juggernaut that is the German men’s team – something women’s football teams have struggled with since they went professional.

Understanding and harnessing the power of social media isn’t exclusive to the women’s game. The Ajax men’s football team have developed a distinctive formula of social media marketing under the leadership of Marc Overmars and Edwin Van Der Sar which has flourished over the past 12 months.

The club has successfully appealed to their current talented crop of players (a group reminiscent of the legendary ’95 champions league winning team) to create emotive, engaging videos that foster team spirit, and have complimented the team’s scarcely believable on-pitch success this season to galvanize the club’s brand in a market dominated by financial superstructures.

This kind of social media engagement is having a huge impact on consumers and professional alike.

James Charles: A 'make-up call' for Influencers?

Earlier this week, James Charles, the 19 year-old make-up mogul and nascent social media giant, lost millions of followers across his various platforms after fellow influencer, make-up artist (and Charles’ personal mentor) Tati Westbrook posted a video explosively accusing him of betrayal after Charles promoted a direct competitor of her Halo Beauty brand.

On one hand one wonders if JC’s actions really justified him being labelled ‘a danger to society’ by fellow beauty influencer Jeffree Star, unfollowed by others like Kylie Jenner and Shawn Mendes, and having his channels flooded with videos documenting his devastating loss of followers and fans smashing up his makeup collections.

Then again influencers’ social media posts are their livelihood. They shouldn’t post anything without thinking it through, and the evidence suggests that Charles’ original post was, if not duplicitous, then at least incredibly naïve.

It’s too early to properly quantify the extent of the damage done by his former mentor, but this week’s drama is a warning sign to influencers everywhere that their industry is now sufficiently established that every decision risks repercussions if not weighed-up strategically: the Wild West era of Influencer marketing is over.

Aldi Square Sausage: Not with a banger, but with a whimper (in Scotland anyway...)

Aldi’s announcement that they were ‘introducing’ a square sausage (a delicacy that has been a mainstay of fry-ups North of the Wall for decades) has caused something of a ‘stramash’ in Scotland. We asked our resident Scot to review the announcement:

“A week that should have been triumphant: our Lord and Master Sir Andy Murray bending as low as his resurfaced hip would allow him to accept his knighthood should have monopolised the headlines from Teuchter TV to the Auchenshoogle Gazette and even the ‘Gonnae No Dae That’ Podcast.

But our mighty protector’s moment of glory was usurped by a classic example of cultural appropriation, racism and overall imperialist English arrogance as an (admittedly German-owned) supermarket chain decided to erase the culinary heritage of 5.4million people in one product announcement.

Lorne Sausage, or ‘square sausage’ to the uninitiated, was advertised in a Scottish newspaper as early as 1896 and has been the lynchpin of breakfast since time imemorial: it is a Scottish enlightenment marvel, perhaps our nation’s greatest feat of engineering since the television. Imagine it; a sausage that fits in a breakfast roll without rolling out!

For years expats have told the heathens of this revolution in design, mechanics, cuisine, art even, only to be shut down (‘what’s wrong with regular sausages?’) and now, finally, we gain the mainstream recognition for which we have spent centuries fighting atop the bones of our ancestors only NOT TO BE CREDITED with popularising it.

If this had happened in 2014 we’d be sawing a Panama Canal-style trench through Berwick-upon-Tweed as we speak. I feel sick with rage just thinking about it.”
Delivering Big Publicity Ideas


Borkowski Weekly Media Trends: Royal Baby | Jurgen Klopp's | Danny Baker | Anna Sorokin

Borkowski Weekly Media Trends

It's been a fairly Rule Britannia week this week, we've had the arrival of Royal Baby Archie, the heralding of a new golden age of English club football...and a race scandal ensuing from a crass act of public auto-defenestration by a formerly popular figure. 

'Meghan can't be the star of the show'

Check our the Borkowski blog for a full and frank review of Team Sussex's seemingly unilateral approach to announcing the globally anticipated birth. Here's an excerpt: 

"Meghan must quickly understand that she can’t be the star of this show. Her celeb friends may be able to put out their own content and points of view and get away with it, but if any of them are advising her to do the same, they are giving misguided advice. She can’t. But she can be the star of her own show if she plays her hand more subtly and carefully and keeps the old guard on her side."

Klopp: Football's best PR man
Everyone looks to the worlds biggest success stories and tries to retroactively attach their own attributes and principles onto them, so that they can feel a bit better about how they approach life and about how in turn life rewards those like us. So here’s an attempt to discuss Liverpool FC manager Jurgen Klopp’s brilliant PR approach without falling into that trap…and allowing the fact that our office is full of Chelsea fans to taint our analysis.  
Mr. Klopp is obviously a brilliant man manager, a tactician whose on-pitch innovations push at the boundaries of tactical knowledge (particularly in terms of pressing), and of course a magnetic public figure. We know all that – but what we don’t all know is how seriously he takes his teams’ press coverage, and how clever he is at ensuring his press department is helping the club to the top.
I read recently about how a younger Jurgen marched into the Dortmund press office and heldforth on how he wanted his press to reflect the team because he understands that tone is incredibly important. Specifically he wanted press releases to remove references to ‘injured players’ or to ‘injury problems’ when it came to a particularly cruel run of injuries. Instead he directed his troops to refer to the ‘opportunities’ for young players and the chance for up and comers to ‘rise to the occasion’ and ‘seize their chances’.
It seems so simple, but at the very top of any business, any advantage can give you every advantage. So, he might be one of the greatest football managers of his generation, but he gets it – he can come and work with us any time.

Danny Baker and the anatomy of an apology

Disclaimer: this isn’t about whether what he did was right or wrong, or whether what happened to him as a result was right or wrong. This is about whether his reaction to both of the above was the right one or not.
It wasn’t. His first apology finished by saying ‘I guess it’s my turn in the barrel’, he has repeatedly made it clear that he understood that what he did was wrong, but also claims that he told the BBC to ‘fuck off’ when they were lecturing him, before hanging up. 
It’s not difficult, but people get apologies wrong over and over again. If you want to have an apology taken seriously then don’t be self-pitying or aggressive. It’s childish and it’ll cost you. It doesn’t matter what else you write or say, it won’t ring true.

Now he’s been sacked and at time of writing Danny’s more serious apology has just been released. First sentence: it’s been the worst day of his life, that’s enough – no matter what comes next, it’s hollow.

The Dark Queen of self-Promotion and why she deserves a statue

Today, future heroine of Hollywood blockbuster biopic and current cult hero Anna Sorokin was sentenced between four and twelve years for blagging New York’s richest elite to the tune of $200,000. Apart from being a tantalising image of what's possible with too many cajones and too few principles, she is a lesson at what a Catch Me If You Can crook looks like in the modern age.
Since the dawn of humanity there have been those with a superhuman ability to bluff anyone into submission; Anna possessed a uniquely 21st century version of this superpower: she had to use her Instagram posts to convince that anyone photographed at that bar, with that meal, at that table, simply must be the heiress she claims to be. Every experience was another opportunity to be carefully captured, packaged and relayed to prying eyes. Today’s top-tier blaggers have to be at the top of their game when the cheque comes and online.
Yes, she’s a thief – but she’s still a hero. She falls into a proud historical tradition that includes some of Britain’s most well loved icons. Think about it, she is beating the exact same path down which ‘Lord’ Byron strutted hundreds of years ago. He ended up at the head of a column of Greek soldiers with Europe’s most beautiful women littered in his wake. She ends up with four to twelve. Yet another black mark against social media’s impact on society.

Delivering Big Publicity Ideas


Borkowski Weekly Media Trends: The Guardian | Turner Prize V Stagecoach | Council Elections | Woodstock 50

Borkowski Weekly Media Trends

It's Friday and we're eschewing such anthropomorphic PR capers as Sonic the Hedgehog (or whatever that thing was) and Veggie Percy Pigs to focus on the Guardian, corporate patronage of the arts, the local council elections and Woodstock 50 (or lack thereof...)

Journalism, not profit, key to the Guardian's revival

Are rumours of the death of newspaper journalism exaggerated? This week The Guardian, often seen as the least commercially robust of the remaining print giants, announced its first operating profit for more than two decades.

The fact that this profit has come at the expense of a reported 450 jobs makes talk of a revival a bitter pill to swallow for some in the media world, but if you dig deeper into the work the Guardian produces day-to-day there are some green shoots of hope.

Simply put, they’re nailing it lately with big, viral profile features; interesting exclusive targets, written about with humanity and personality have proved a potent formula with recent examples including Simon Hattenstone’s potentially definitive pieces on Ant & Dec and Pete Doherty, Hadley Freeman’s gut-wrencher on Tony Slattery and Kira Cochrane’s gentle but dramatically effective probing of Zac Efron on his portrayal of Ted Bundy,

Whether in the red or black, it’s journalism like this, alongside their important investigative work, social campaigning, and platforming of progressive voices, which will keep The Guardian alive.

Turner Prize-Stagecoach: Caution over corporate Patronage of the Arts 

Another week another cultural behemoth divorcing its corporate benefactor for reasons of morality, (small ‘p’) politics and, above all, reputational risk.

This time it was the Turner Prize and Stagecoach announcing a mutual decision to end the bus company’s sponsorship deal due to (let’s call a spade a spade, shall we) homophobic historical views expressed by chairman Brian Souter.

This is the third such major parting of the ways in art alone over the past year, after the Serpentine Gallery very publicly refused financial support from the controversial Sackler family in February and, at the tail end of last year, the National Gallery ended its 12-year association with Shell in the midst of environmental protests.

It’s a proliferating trend in the culture sector and, given the amount of private money already fuelling the engine, and the need for big corporations to find a cultural outlet, one that’s only going to increase in prevalence and controversy.

It’s been said frequently that tobacco and arms are the only traditional no-go areas in terms of arts sponsorship, but the emergence of LGBT rights issue, Drugs and the Environment (specifically issues caused by big oil) as barriers to association with certain companies should be a warning to both culturally minded corporations and arts organisations seeking funding that the practice of corporate arts patronage is entering choppy waters.

Council Elections lesson: People want clarity

Yes, the Tories have been punished – but that is typical of a party that has been in national government for 9 years. At time of writing, they have lost a massive 762 councillors. But the pressure is on Labour having lost 88.
These parties share many things - uncharismatic and clumsy leadership, vague domestic policies, vicious activists and ugly infighting; but it is their split-personality approach to Brexit which has driven these disastrous results.
A year ago, the parties fought each other to a standstill at 35% each, today it’s 28%, only the second time that the vote share for the major parties has dipped beneath 30% since 2013.
The British people aren’t happy; in this week’s elections they turned back to former go-to alternative the Lib Dems in parts, but the overall results reveal a prevailing orthodoxy of ‘none of the above’, as Independent candidates recorded the biggest gain.
This shouldn’t come as a surprise to either of the major parties. To repackage a truism - if you stand for nothing, then you’ll fall to anything.

Woodstock: The next Fyre Festival

Woodstock 50 has been cancelled. Whilst details are still unclear, Fyre Fest 2.0 is a tagline that event organisers are desperate to avoid at all costs.

On one hand, you couldn’t recreate Fyre Festival if you tried; stranded on an island with no food or shelter – far less music- total chaos ensues…and the only authority figures are Ja Rule, a rich idiot sociopath and an old head who really understands the importance of Evian.

On the other hand: that fear is enough for investors to pull the plug.
The Woodstock funders’ statement read:

We don’t believe the production of the festival can be executed as an event worthy of the Woodstock Brand name, while also ensuring the health and safety of the artists, partners and attendees

The chat about health and safety might not seem very Woodstock, but there are some other big names trying to save face here: Live Nation, AEG – billion-pound brands. They cannot afford a Netflix documentary or social media live stream about how crap they are, particularly in an unforgiving climate even for music festivals which function properly.

But you can’t fault the ambition. Curating a line-up that would appeal to the old guard of Woodstock and the millennial festival-goer could’ve paid off. But the announcement didn’t satisfy either.

So there’s only so much you can spin this as pragmatism: Woodstock will only turn 50 once – you can’t do it again.

Was the warning of Fyre Fest Woodstock’s saving grace?

Delivering Big Publicity Ideas



Borkowski Weekly Media Trends: Cantona | Bond | Euro Elections | Taylor Swift

Borkowski Weekly Media Trends

This week we look at Eric Cantona being outrageous, a lukewarm Bond launch in Jamaica, a worrying new political trend and PR heavyweight Taylor Swift gearing up for her next shot at world domination.

You Cant(ona) be serious

You’re a 53 year-old former professional footballer turned actor. You’re famed for doing weird stuff. Your greatest hits include roundhouse kicking a fan, trying to get everyone to withdraw all their money from the bank and just hide a wad of cash under their beds, giving up football for ‘beach soccer’ and philosophising about seabirds.

But this all took place over twenty years ago. Times have changed. Which raises the question: how does one maintain a brand of such dark, deep-seated weirdness in 2019?

For Mnsr Eric Cantona the answer was simple: post a video on Instagram which began as a selfie before panning down to reveal an erect penis smashing an egg against its owner’s torso.

Cantona, or more likely a bewildered Instagram admin, deleted the post eventually and it was soon replaced with a heavily symbolic image of an egg and a banana alongside an enigmatic caption about censure.

Bewildering, unnerving, nonsensical, borderline offensive. Whatever its purpose, this was vintage Cantona.

To paraphrase the great man: ‘When seagulls follow the trawler (on Insta), it’s because they think splatters of penis egg will rain down on them.’
Uninspiring launch for Bond 25
No title, no car, no gadgets, no morsel of storyline or setting, just a cast – most of whom haven’t known each other long enough to establish chemistry- struggling through a press conference clearly in the grip of publicists and lawyers.

Bond 25 has been a rocky project so far but has recently emitted glimmers of positivity: they’ve secured Daniel Craig for one last mission, Cary Fukunaga was a popular directorial choice (even if we still think our old friend Susanne Bier could be brilliant for Bond at some point), and Phoebe Waller Bridge, having shown in Killing Eve that she can do an espionage thriller rather brilliantly, could be an inspired choice to inject a little vinegary humour into the sinewy intensity of Craig’s Bond portrayal.

But this week’s cast announcement showed that there’s a long way to go if Bond 25 is going to fulfil this promise. Craig’s 4 outings to date have gone down as (chronological): classic-stinker-classic-mixed. We’re due another classic, but this slightly uninspiring early publicity drive seems to have left Bond fans more nervous than optimistic.

Euro Elections: The dawn of Tweetocracy?

Everyone thinks of it as the election that was never meant to be, but we risk looking back on the upcoming European Parliament elections as the first harbinger of a dark new era.
A century ago, a young ambitious politician wanting to make a name for himself would join the military, do their utmost to get themselves in dispatches and then ride the national adulation into a safe seat. This was what grabbed the attention of the British public – at the point of a sword in a far-flung corner of the Empire. A different age, with different priorities and value systems.
Who are their modern-day equivalents? A look at the candidate list for the MEP elections gives us an insight into a new, untried way of picking candidates. Sargon of Akkad, Andrew Adonis*, Tommy Robinson, Nora Mulready, Frances Weetman – you probably don’t know who they are, but these are people with profiles in the political world because they are constantly arguing on political Twitter. And now they are top-tier candidates for the most important European election in living memory. What does that tell us?

In American politics they say that Washington is always the last to get the news. I hope for our sake that this is Westminster being behind the curve of general revulsion towards social media, and not a savvy bet on the political rewards that you can gain with zealots capable of whipping up a twitter mob, but have no idea to compromise, admit defeat or write a law.

*Yes, Adonis is a Labour Grandee, but there’s no way he would have the fame that he has if he hadn’t been spending all day every day hysterically arguing on Twitter.

Taylor's Shift

Taylor Swift is an artist whose media and press image eclipses any scrutiny of her music.

Her brand-new single ‘ME!’ has taken the internet by storm – fans are going into scrupulous detail in their attempts to decipher cryptic clues in her lyrics and music video.

The song is a basic pop tune with simple yet catchy lyrics and a quirky edge provided by Brendon Urie of Panic! At The Disco.

But the truth is… substance doesn’t matter. Because the timing of her release is impeccable.

Releasing ME! on the same day as Marvel’s End Game hits cinemas (with some interpreting a nod to the comic uber series in the lyrics) has subverted the traditional American High School social pyramid by uniting 'Swifties' and comic-book nerds.

Galvanising her fanbase by subtly targeting an audience she hasn’t yet permeated is a clever move, particularly one so partial to cult fandom.

A genre crossover expert herself, there’s been a demand for Taylor Swift to return to her country roots. This seems to be her personal End Game.

As the country music scene suffering its own identity crisis – typified by Billboard removing Lil Nas X’s viral song “Old Town Road” from country chart – Taylor’s return would be the ultimate power play.

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Borkowski Weekly Media Trends: Carlsberg | Notre Dame | Tiger Woods

Borkowski Weekly Media Trends

Quick Easter blast here: Did Carlsberg's social media self-immolation work? Were big brand donations to rebuild Notre Dame benevolent or kneejerk? And has Tiger Woods gained reputational redemption?

Probably the best brand turnaround in the world?

Carlsberg – most people’s second or third least favourite lager – employed a slightly unusual technique ahead of their upcoming rebrand; promoting abusive Tweets about itself in a campaign admitting that it’s ‘Probably not the best beer in the world’ but promising that the new one would be better.

Self-deprecation can work. Jokes about Skodas being rubbish are greeted with blank expressions by younger members of our office, but it wasn’t that long ago that the manufacturers were playing up just such a reputation to emphasise the quality and popularity of their new Fabia.

The problem Carlsberg have is that Skoda had the collateral of actually having produced a decent car behind them, whereas Carlsberg did the same things with only a promise that their new beer will taste better than “the bath water that your nan died in”. Early reviews suggest that might be a bit better, if not quite enough to justify the irony intended by the ‘Mean Tweets’-style swagger with which Carlsberg has been slagging itself off.
Notre Dame Cathedral: Have brands benefited from big donations?
There was an interesting reaction to the charitable but ostentatious donations to help rebuild Notre Dame Cathedral after the world-renowned monument was devasted by a huge fire this week.

Brands such as Yves Saint Laurent, Gucci, L’Oreal, and Louis Vuitton have clubbed in to raise a total rumoured to be €700 million. No down side right?

Wrong: the donations have inspired something of a nuanced and multifaceted public debate (remember those?!).

On one hand: How we can live in a society in which millions of poor starve and sleep rough, while the few rich finagle their taxes so that they can sit on sums so vast they could change the face of entire communities…and yet the money only appears when they smell a chance to look benevolent in the news (and maybe get a tidy tax exemption and their name on a tourist attraction). This is complicated by the moral quandary of the Catholic Church already having benefited extravagantly from French government goodwill during their tenancy of the cathedral.

On the other: were they just trying to support a good cause?

Probably the latter, but if big brands want the glory, they need to test their conviction in causes célèbres against this kind of potential backlash, and have a justification ready, before pulling the trigger, otherwise accusations of short-sightedness and cynicism are always going to emerge.

Rise of the Tiger

The ‘return’ of Tiger Woods is complete. After multiple career-threatening surgeries, he managed to return to first class golf and this week won his first Major since 2008 at the Masters in Augusta - a feat being lauded as one of the greatest sporting comebacks of all time. Most professional athletes don't even get a decade at the top, let alone a decade between their two stints at the top to build the tension...

The return to golfing greatness has coincided with a reappearance in the public's affections; a kind of reputational redemption that serves as proof - were it needed- that our memories are short when we want them to be.

Back in 2009 when Woods was at the centre of a media circus alleging rampant promiscuity, he had very few options in front of him. He was forced to keep his head down, apologise and seek therapy. A star beloved by millions, many couldn’t excuse Tiger’s actions at the time.

But now all appears forgiven and forgotten. Amid the furore of his dramatic Masters triumph, there is little to no reference of his shady past. Despite his 2017 run in with the law for driving under the influence  – there are few occasions where his past is brought up. His sporting triumph has eclipsed his less auspicious personal life.

On current evidence, talent is king, and Tiger is back. 

Delivering Big Publicity Ideas


Borkowski Weekly Media Trends: Disney Plus | Assange | Black Hole | Israel Folau

Borkowski Weekly Media Trends

In a week of big news stories we take a look at the media fortunes of Disney (again), Julian Assange, the team behind that Black Hole photo, and disgraced Australian homophobe and (probably ex-) rugby player Israel Folau.

'Disney Plus' to halt giant's stream of bad PR?

Another week another mention of Disney in this email. To sum up our previous analyses of Disney’s recent output: the entertainment giant needs a win.
Dumbo has had its wings (well, ears) clipped by bad reviews, Aladdin – in our humble opinion – could go the same way, and the forecast for The Lion King, cinematically the most promising of the trio of mega releases, is less rosy than first thought (Forbes did a good analysis of the challenge it faces to become a $2Bn movie).

The Lion King’s second trailer was subject to a mini-controversy when some members of the media and entertainment world’s most important pillar, the gay community, expressed some tongue-only-half-in-cheek offence that the film’s villain Scar had been ‘retro-hetero-d’ to look less gay than his lavishly camp predecessor.

It was against this backdrop that Disney launched its opening salvo in the battle for streaming supremacy. While Britbox looks DOA, Apple TV has at least fired a shot this week by announcing a collaboration between Oprah and Prince Harry, so how will Disney get on?

The early signs are promising: for only about a fiver a month you’re getting a storied back catalogue and some original productions wielding huge, very powerful IP – three Marvels and a Star Wars spinoff for starters. That’s a solid statement of intent to us, and the markets agree, with Disney shares jumping 10% on Friday and Netflix taking a 3% hit. This might just be the win Disney needs…
After almost a decade as one of the world’s most recognisable and polarising figures, Julian Assange is in police custody – arrested minutes after the Ecuadorian government ended his asylum in their Embassy in London this week.

This the culmination of a remarkable reputational nosedive: from being viewed as a fearless campaigner and rebel-intellectual whose early work probably changed the way governments communicate with people forever, to an embattled, self-important demagogue whose fragmenting network of relationships forced him to consort with malign influences, to an alleged rapist who spends his days egomaniacally pontificating on conspiracy theories, the human embodiment of the murky underbelly of the internet forum that makes you roll your eyes and switch off.

So putrefied is the public perception of Assange that it’s actually harming the understandable argument against his extradition to the United States. The current government in Washington does not have a healthy, democratic view on dissent and being able to have their enemies extradited extrajudicially is not going to help things, but because it’s Assange, most people have little sympathy.

Sometimes you need people to like you, and to be able to recognise when they don’t. We’re not sure Assange ever really understood that. Being hated is one thing, but the alienating behaviour that led to his arrest has doomed him to an even worse fate: being forgotten.  

Could Black Hole create science's next stars?

With the whole world watching, the historic first ever image of a Black Hole dwarfed the story behind its capture.

Those behind this landmark discovery missed a trick. They failed to tell a compelling backstory or put human face to the forefront of this epic feat.

To be fair, the media have caught up. According to BBC News, Katie Bouman was an instrumental figure behind the first black hole image having led the development of an algorithm which made the breakthrough image possible. She could be an inspirational figure, especially for young women with an interest in science, for years to come.

But there was important legwork missing from the original discovery: Who were the team behind the discovery? How did they do it? How does it impact our understanding of the universe?

Instead the lasting image of a black hole millions of lightyears away seems at the moment, quite literally, to exist in a vacuum.

Ultimately, there’s plenty of room in the science world for a star (pardon the pun); in an age where Donald Trump is what passes as a public figure of authority and the BBC made Nigel Farage their top story this morning, we need discoverers and inventors more than ever.

But while scientists continue to push these boundaries, it seems to us that too few of them are household names whose work is really understood by the public at large.

Folau Fallout
Israel Folau is homophobic. People tend to have been introducing him as one of the most talented rugby players in the world and positioning the homophobia as a side-hustle but since it now looks like he’s out of a job as a rugby player it would be sensible to introduce the homophobia first.

We wouldn’t be shocked if a number of the world’s top athletes shared similar views to those expressed by Folau – not for the first time – in an Instagram post earlier this week, but the overwhelming majority seem to at least understand that it’s not appropriate for public figures – role models- to voice opinions which could incite hate.

That’s a basic misjudgement on Israel Folau’s part and the Australian Rugby Union will be doing the right thing if they terminate his contract. Athletes have a responsibility to set an example for their fans (particularly young fans) that does not encourage behaviour which could motivate hate crimes and violence. By again insinuating that gay people need to repent or go to hell, Folau failed.

His malign influence can already be seen in the hundreds of vitriolic social media comments supporting his views, not least those authored by England rugby player Billy Vunipola, for which he should also expect a serious punishment.

When Israel Folau first expressed homophobic views, Australian rugby were right to give him one last chance. He’s wasted it, and it would now be dangerous and irresponsible of them not to make him an example of what happens when sports stars fail to uphold their totemic public role.

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Borkowski Weekly Media Trends: KFC EDM | Airbnb-Louvre | Knife Angel | @Sussexroyal

Borkowski Weekly Media Trends

Happy Friday! You know the drill by now: Stinker stunt, great stunt, poignant stunt, Royal Insta



How do you successfully ‘get down with the kids’? Don’t ask KFC. Late last week, an excruciating PR stunt left unprepared festival goers in shock as Colonel Sanders performed an EDM mini-set at Miami’s Ultra Music Festival.

I can picture the planning meeting no: a cultural box-ticking exercise dreamt up by suits and resulting in a perverse amalgamation of outdated trends and an opaque attempt to penetrate a cultural zeitgeist.

The result? An audience almost literally paralysed in horror as they witnessed an oversized Sanders mascot blurting out KFC marketing slogans. “I am Colonel Sanders! I am everywhere!” – it’s something from a Black Mirror-style corporate-controlled nightmare.

The idea had potential. Infiltrating inebriated festival-goers with immersive advertising for salty fried chicken isn't a wild concept. While crass and blatant, tapping into popular culture to monetise fast food has worked before, but only if done with irony and self-awareness, and without appearing to try too hard. Look at Greggs’ raves last year.

Next-time, maybe, just maybe, employ someone with an ounce of cultural understanding to pull off such a grand stunt.
After enthusing about a Trivial Pursuit Hotel we weren’t expecting to impressed by ANOTHER stunt taking the form of holiday accommodation so soon. Enter Airbnb; the home-letting agency which is just becoming big enough to attract the kind of scrutiny which make you more vulnerable reputationally.

They’ve had a good week though, partnering with no less salubrious a collaborator than the Louvre museum in Paris to offer a night staying there as a ‘once in a lifetime’ trip. This is great oxygen for Airbnb, applying their primary offering, accommodation, to a tourist destination so globally famous that it can’t but highlight their apparent desire to expand into full service holiday curation.

What’s in it for the Louvre is less clear (unless it was money); we can’t imagine they need the publicity, and partnering with Airbnb isn’t as straight up millennial cool as as if they’d, for example, booked Christine & The Queens to do a SOFAR Sounds in there.

In any case the gimmick fulfilled the one cardinal requirement of a publicity stunt and generated spectacular images, which all-but guarantee a decent media spread.


London wankers that we are we’re a bit behind the curve with this one; a couple of weeks ago the British Ironworks Centre revealed an 8m high tribute to the victims of knife crime; an angel sculpted from confiscated knives.

It’s a beautiful work of art and its symbolism is powerful in its simplicity. It’s apparently coming to London and feels like a profound and necessary symbol of peace in the midst of what increasingly feels like an epidemic of knife crime tragedy. Expect its arrival in the capital to pack an emotional punch.


There’s just no resisting the lure of the gram, even for the Royals. It’s a place full of shiny, beautiful imagery; a place for people to share memories and incredible moments; it’s a place for educating, empowering, learning and discovering.

On the other hand, it’s a platform that fuels negativity and jealousy, where the pressure to achieve the unattainable is constant, it’s an addictive lifestyle where your existence is justified by likes and followers.

The Sussexes’ desire to make a positive impact via Instagram is clear: their feed so far shows off their charitable work on the ground and in communities making a difference. They want to inspire and create awareness of serious social issues.

And, with the Palace’s recently publication of its “Social Media Community Guidelines” - what is clear is that they will not tolerate trolling. Although, vocal on the subject as they are, it’s unlikely to have much of an effect due to the ease with which social media trolls can still remain anonymous.

Unfortunately for the nosy among us, it would be royally irresponsible to flaunt the SoHo house lifestyle on @sussexroyal, and there will almost certainly be no 5-star holiday poses by infinity pools.

But, while their images depict good deeds, they’re still glossy, preened and posed even when supposedly candid, and although they’ve flung in a few slightly less polished throwback images they’re unlikely to get much braver.

Even if the Sussexes represent a more modern Royal couple, more connected to the people; we’re also unlikely to see real-life snaps of baby-induced sleepless nights and drool-soaked clothes, after all they represent the Queen (not to mention the lack of privacy they have already).

Whatever you think, there’s no denying the draw of this power couple who seamlessly bridge the gap between royalty and celebrity. Their influence is powerful: they’ve already been acknowledged by Guinness World Records for reaching one million followers in under 6 hours, outdoing South Korean K-Pop singer Kan Daniel by 5 hours. We can’t help but wonder how long it will be until @sussexroyal gathers a larger following than @kensingtonroyal, but we don’t want to #fuelthefire.

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Borkowski Weekly Media Trends: Apple, YouTube, Versace & Dumbo

Borkowski Weekly Media Trends

We have neglected Brexit and crafted some hot trends from this week's news cycle; from Apple's pursuit for world domination to Dumbo's flop - don't miss the Borkowski grand wizards' (couldn't resist a Brexit jibe) take on the wider world...


Apple this week launched a raft of new products including a credit card and a streaming service. Media response to this launch has been mixed but, as in life, Apple’s media profile is too big to fail. Previous product launches have been critically panned (remember when your chargers and earphones suddenly became obsolete) but such is Apple’s domination of the market and the cult-like-loyalty of their customers, that they always land on their feet. The credit card doesn’t have the most competitive interest rates, but Monzo has shown us that bank cards can work as a fashion accessory and – as with its electronics – Apple’s undeniable gift for aesthetics could work to their advantage.

The streaming service is more ambitious and more likely to fail. Netflix and Prime have built such megalithic structures (as the BBC quake in their boots) the streaming giants aren’t likely going down without a fight. The mixed success of their original shows has shown that it’s not something that even a monster media company can master overnight.


YouTube created a pop-up this week providing curated samples of their work and merchandise in sectors including food, gaming, fitness and music. A media giant expanding into live events isn’t new; Spotify and Soundcloud to name a couple, have run pop-ups at music festivals we work with. They initially arose during the wellness boom; just at the moment we realised the limitless potential of new media, we also realised that spending all day on screens might not be totally wise. This, combined with the sudden upsurge in popularity of any kind of immersive or experiential live event, created an obvious avenue for media giants to expand into.

What’s good about this one is that it looks, on the surface, like quite a successful attempt to translate what was appealing about YouTube as a digital product, into the live events space. It will be interesting to see their next steps.


A stunt that you know is fun just from the PR Examples headline: Trivial Pursuit opens the first hotel to accept knowledge as payment. Another display of a brand moving into the experiential entertainment sector has seen Hasbro set up a whole (quite nice looking) hotel in Russia where guests pay for things by answering Trivial Pursuit questions.

It’s been covered widely by the media internationally but had a weirdly muted response in the UK with a Google news search mainly revealing approving nods from industry trades like AdWeek and The Drum…maybe it’s a stunt for purists!


Sustainability is all the rage in the fashion world, and it was amusing this week to see that even media fodder can be recycled successfully. Liz Hurley’s infamous Versace safety-pin dress, first seen at the premiere of Four Weddings and a Funeral, made its grand return as Liz wore it on the cover of this month’s Harper’s Bazaar a full twenty-five years on.

Coming in the wake of Four Weddings’ modestly received Comic Relief “sequel” the dress has made more of a splash; while not emitting the shockwaves it did on its first appearance it certainly sent a healthy ripple of nostalgia throughout the British media when the cover was revealed.


Is Disney’s live action remake bubble about to burst? The initial success of Jungle Book provoked a flurry of productions from the family entertainment behemoth, but diminishing returns are already evident; Beauty and the Beast was okay-ish, Dumbo is apparently rubbish (early reviews have been shocking), Aladdin looks, if possible, even worse: basically a lot hinges on The Lion King – the most promising looking of the upcoming projects (but is that only because its trailer is literally a shot-for-shot remake of the original?); if that’s not as good as we hope then a reputational crisis looms.

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Borkowski Weekly Media Trends: Dumbledore, Fireman Sam, Janet Jackson, Billie Eilish & Theresa's Mayday

Borkowski Weekly Media Trends

Here's out latest line-up of trending topics in this week's media; from kids classics to musicians old-and-new, to Theresa's 'us-and-them' Hail Mary and a new commercial arm for the Murdoch empire.

This week has been a stark illustration of the highwire act it takes for a children’s classic to remain relevant and politically correct in today’s hypersensitive society.

Firstly, there was an example of trying too hard to retrofit a woke undercurrent to a franchise which wasn’t massively criticised for being out-of-touch anyway.

We’ve more-or-less accepted that Albus Dumbledore – a character as canonically asexual as the paper on which he was conceived – was gay. But, in trying to hammer home how okay she is with that, the world’s most famous literary figure J.K Rowling decided to retro-reveal the sexual nature of his relationship with the dark wizard Grindelwald.

This was a miscalculation on several fronts: firstly, since Dumbledore’s outing, we kind of knew this already, all explicit confirmation does is rob that original relationship of any nuance or openness to interpretation. Secondly, acknowledging that gay people have the right to a sex life isn’t exactly going to get you a medal for inclusivity, and thinking that it will borders on patronising.

For a different tactic we head to Pontypandy, where Fireman Sam was accused in the Telegraph by senior fire officer Alex Johnson of putting young women off the fire brigade with its lack of gender diversity, backed up by the London Fire Brigade’s #FireFightingSexism campaign.

Mattel who own the Fireman Sam brand were quick to backtrack with promises of evolution to keep the show relevant, but Fireman Sam creator David Jones was less conciliatory, claiming there was “nothing he would change” about the show – although having sold the brand 15 years ago he’s free from the constraints of trying to keep everyone happy.

These two are just the latest classic family brands to get sucked into debates about the social responsibility of fiction – our old client Beano Studios and Thomas the Tank Engine are others who have had to adapt quickly and smartly.

There’s a middle ground here between Rowling’s over reaching and Jones’ flat refusal to engage with a changing world; finding it is going to be a challenge for heritage family entertainment brands for years to come.  
Howler of the week by a long way goes to Janet Jackson. At a time when anyone bearing that surname would do well to lie low – at least as low as you can when being announced as a sub-headliner for Glastonbury -- JJ decided to seek out the limelight by literally promoting herself to headliner in a crudely photoshopped poster which relegated The Killers.

This was a pointless endeavour as her name was already in the top line of music’s most prestigious poster billing, and as a result of that she will not be short of either an audience or publicity opportunities when she rocks up in Somerset. But deeper than that it seems to show a lack of understanding as to just how big a deal Glastonbury is and the depth in which its fans study its line-up, and also a perhaps a lack of respect towards her fellow musicians.

Foot: meet bullet.


We all love a rags-to-riches tale. Consumers are actively drawn to it, which is why it’s been a publicity tool of choice since the dawn of time. (Just ask Simon Cowell).

As it becomes easier and more accessible to make music, there is an unhealthy expectation that every artist has a captivating origin story. When the internet gets a whiff that someone may have had a leg-up or there’s a shred on inauthenticity, they pounce, usually screaming conspiracy!

In Billie Eilish’s case, she has been widely labelled a ‘music industry plant’. This has come to fruition after it was ‘discovered’ that her brother Finneas O’Connell had written/co-written her earlier work and, slightly more vaguely, she had family members who are actors/involved in the music industry to some extent. SHE’S A PUPPET! – it’s the only logical outcome…

The distinction really boils down to how you define an industry plant.
Here’s the thing. The music industry is full of people who’ve had a helping hand(s) (as is most of the entertainment business). It’s the quality of the output that will stand the test of time and determine her legacy. We’ll find out when her hotly anticipated debut lands next week.


‘Nothing has changed’

How our leaders communicate with their people is always a source of interest to any communications specialist and this week was no exception.

With a wave of populist rhetoric sweeping presidential lecterns like never before, it was interesting to see the high-water mark of the ‘promise simple answers, blame other people and it’s never my fault’ style of political rhetoric emanate from Downing Street. The days are now gone when the world looks to Britain for stiff upper lips and cool heads, and our integrity is as dead as May’s options. At the moment of maximum panic, when the pressure was highest, she turned to the cheapest trick in the book.

 ‘I am on your side’ she said, directly to us, the people, and she has certainly caused an interesting reaction. At time of writing the petition to revoke Article 50 altogether approaches 3.5 million signatures. And for all those looking to see where the Independent Group are most likely to field candidates in any upcoming election, look no further than this map.

Interesting times are coming, let’s just hope that the rhetoric steps up to match the scale of events.

And Influencer Marketing the new Advertorial?

If you needed a clue about the future application of influencer marketing, the announcement this week that News UK is launching The Fifth, a dedicated agency within their commercial division, says a lot. News UK have always had a keen eye on potential new revenue streams and have been quick to adopt and adapt to the tune of new financial opportunities.

Defining their offer to type and tone instead of the more traditional scale will be key to success because they already have the distribution channels and reach to create leverage. This is advertorial 3.0, but it also signals that understanding how to grab the attention of an audience and how they react is vital. The art of PR has an opportunity to shine here,,,.

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Borkowski Weekly Media Trends: Maitlis Side-Eye, Beckham Statue, Fashion's PR Crisis & Dave

Borkowski Weekly Media Trends

In a week dominated by laugh-to-hold-back-the-tears chaos in UK democracy and unspeakable tragedy in New Zealand, here’s a selection of the other media trends which grabbed our attention.

Maitlis Side-Eye

On Wednesday morning the nation awoke to the one spark of dry humour in a damp, dark and dismal week of Brexit purgatory; Newsnight’s Emily Maitlis delivering a thunderously withering side-eye to Labour’s Barry Gardiner after his failure to clarify his party’s up-to-date stance.

It was an outside broadcast for which Maitlis was wearing a duffel coat that made her look a little like a disgruntled Admiral, and she followed her death stare with a burst of furious stage-scribbling, all of which combined to crate a spate of memes and sub-memes which lasted almost the whole of Wednesday.

While the consensus was that she’d perfectly captured the mood of the nation, she didn’t receive universal critical acclaim – Corbynistas held the exchange up as an example of the BBC’s establishment contempt for the current Labour leadership.

We’re also not pretending that the side-eye was in any way strategic, but her general current interview demeanour of open exasperation at times spilling into outright hostility feels intentional, and we think ‘I'm as mad as hell and I'm not gonna take this anymore!’ is a good look for a BBC regularly accused of letting politicians on both sides off the hook for their incompetence.

Golden Trolls
On Tuesday David Beckham went for a meeting with a man he thought was the sculptor responsible for a statue of him soon to be unveiled in LA.

The statue was a comically grotesque misrepresentation of the famously handsome footballer, who (while just about staying within the boundaries of courtesy) couldn’t help but express his dissatisfaction with the likeness, only to discover that it was a prank perpetrated by his very very very good friend James Corden.

It’s not the edgiest stunt we’ve ever seen and won’t live long in the memory, but it garnered a gargantuan amount of media and social coverage and was quite a clever nod to the infamous (non-prank) Cristiano Ronaldo statue.

It’s done no harm to either Corden – as a reminder that there’s more to him than Carpool Karaoke and sycophantic cackling – or Beckham, who displayed a level of human decency not apparent in the allegations about his reaction to being overlooked for a Knighthood.

Is the Fashion world on the verge of a comms crisis?

After Burberry’s ‘Noose Hoodie’, Gucci's 'blackface jumpers' and Katy Perry and Prada’s ‘Gollywog’ shoes, the latest communications issue for a major fashion brand was ignited by Louis Vuitton’s roll-out of several Michael Jackson-inspired items as part of their Autumn/Winter 2019 collection, just over a week before the release of the devastating documentary Leaving Neverland.

The fashion giant first denied all knowledge of the documentary (a tenuous claim) before eventually pulling the items from the collection amid a spree of apologies and naval gazing. We admire their proactivity in trying to set the record straight; not the worst patch-up job ever, but there’s a time to stop digging and move on.

It also raises the question of how dynastic fashion empires get into these scrapes in the first place. Part of fashion is using design to raise issues, break taboos, and push social and creative boundaries, but this has to be done with common sense, conviction, authenticity and self-awareness. Perhaps the giants of the fashion world need to take more responsibility for the potential social impact of their creations before unleashing them on the public.

How does Dave go from talent to Superstar?

Why is the current zeitgeist hip-hop? In a word: disconnect. Grime and Drill have come to prominence in the UK for their communication of social struggles. 

Drill has turned heads with boastful, violent and aggressive lyrics when knife crime and gang violence is rife. Grime, and Hip-Hop in general aren’t as overtly aggressive, which is perhaps why those genres have such a powerful, mainstream audience.

Dave is a UK rapper who’s received widespread critical acclaim and released his debut LP last Friday – a concept album that details his family and personal identity with the unguarded catharsis of a therapy session. He has an undeniable raw gift, but failed to fully dominate the conversation. This is because Dave isn’t yet a symbol – he’s a normal 20-year-old, as is name suggests. He has talent in every vein but most often tweets about football and has pushed his album with fairly textbook promotion. In today’s world that’s not enough to evolve from talent to superstar: you simply must stand for something.

When Stormzy burst onto the scene, he became a symbol of the societal disconnect mentioned above, and used his platform to support Jeremy Corbyn. He furthered his political cause by calling a Theresa May a ‘paigon’ – slang that is becoming increasingly relevant today… Stormzy mixed politics with controversy, leveraging his brand and becoming a symbol for disaffected youth. Today, he champions independence through his ambitious personal label ‘Murky’.

The Stormzy brand was built before and after his debut studio album release in 2017. Dave, on the other hand, currently gives the impression of a man content with a modest level of fame. It will be interesting to see where the two of them are in five years. However, you heard it here first – Dave will win the mercury prize 2019.

Delivering Big Publicity Ideas 


Borkowski Weekly Media Trends: Maitlis Side-Eye, Beckham Statue & Fashion's PR Crisis

Borkowski Weekly Media Trends

In a week dominated by laugh-to-hold-back-the-tears chaos in UK democracy and unspeakable tragedy in New Zealand, here’s a selection of the other media trends which grabbed our attention.

Maitlis Side-Eye

On Wednesday morning the nation awoke to the one spark of dry humour in a damp, dark and dismal week of Brexit purgatory; Newsnight’s Emily Maitlis delivering a thunderously withering side-eye to Labour’s Barry Gardiner after his failure to clarify his party’s up-to-date stance.

It was an outside broadcast for which Maitlis was wearing a duffel coat that made her look a little like a disgruntled Admiral, and she followed her death stare with a burst of furious stage-scribbling, all of which combined to crate a spate of memes and sub-memes which lasted almost the whole of Wednesday.

While the consensus was that she’d perfectly captured the mood of the nation, she didn’t receive universal critical acclaim – Corbynistas held the exchange up as an example of the BBC’s establishment contempt for the current Labour leadership.

We’re also not pretending that the side-eye was in any way strategic, but her general current interview demeanour of open exasperation at times spilling into outright hostility feels intentional, and we think ‘I'm as mad as hell and I'm not gonna take this anymore!’ is a good look for a BBC regularly accused of letting politicians on both sides off the hook for their incompetence.

Golden Trolls
On Tuesday David Beckham went for a meeting with a man he thought was the sculptor responsible for a statue of him soon to be unveiled in LA.

The statue was a comically grotesque misrepresentation of the famously handsome footballer, who (while just about staying within the boundaries of courtesy) couldn’t help but express his dissatisfaction with the likeness, only to discover that it was a prank perpetrated by his very very very good friend James Corden.

It’s not the edgiest stunt we’ve ever seen and won’t live long in the memory, but it garnered a gargantuan amount of media and social coverage and was quite a clever nod to the infamous (non-prank) Cristiano Ronaldo statue.

It’s done no harm to either Corden – as a reminder that there’s more to him than Carpool Karaoke and sycophantic cackling – or Beckham, who displayed a level of human decency not apparent in the allegations about his reaction to being overlooked for a Knighthood.

Is the Fashion world on the verge of a comms crisis?

After Burberry’s ‘Noose Hoodie’, Gucci's 'blackface jumpers' and Katy Perry and Prada’s ‘Gollywog’ shoes, the latest communications issue for a major fashion brand was ignited by Louis Vuitton’s roll-out of several Michael Jackson-inspired items as part of their Autumn/Winter 2019 collection, just over a week before the release of the devastating documentary Leaving Neverland.

The fashion giant first denied all knowledge of the documentary (a tenuous claim) before eventually pulling the items from the collection amid a spree of apologies and naval gazing. We admire their proactivity in trying to set the record straight; not the worst patch-up job ever, but there’s a time to stop digging and move on.

It also raises the question of how dynastic fashion empires get into these scrapes in the first place. Part of fashion is using design to raise issues, break taboos, and push social and creative boundaries, but this has to be done with common sense, conviction, authenticity and self-awareness. Perhaps the giants of the fashion world need to take more responsibility for the potential social impact of their creations before unleashing them on the public.

How does Dave go from talent to Superstar?

Why is the current zeitgeist hip-hop? In a word: disconnect. Grime and Drill have come to prominence in the UK for their communication of social struggles. 

Drill has turned heads with boastful, violent and aggressive lyrics when knife crime and gang violence is rife. Grime, and Hip-Hop in general aren’t as overtly aggressive, which is perhaps why those genres have such a powerful, mainstream audience.

Dave is a UK rapper who’s received widespread critical acclaim and released his debut LP last Friday – a concept album that details his family and personal identity with the unguarded catharsis of a therapy session. He has an undeniable raw gift, but failed to fully dominate the conversation. This is because Dave isn’t yet a symbol – he’s a normal 20-year-old, as is name suggests. He has talent in every vein but most often tweets about football and has pushed his album with fairly textbook promotion. In today’s world that’s not enough to evolve from talent to superstar: you simply must stand for something.

When Stormzy burst onto the scene, he became a symbol of the societal disconnect mentioned above, and used his platform to support Jeremy Corbyn. He furthered his political cause by calling a Theresa May a ‘paigon’ – slang that is becoming increasingly relevant today… Stormzy mixed politics with controversy, leveraging his brand and becoming a symbol for disaffected youth. Today, he champions independence through his ambitious personal label ‘Murky’.

The Stormzy brand was built before and after his debut studio album release in 2017. Dave, on the other hand, currently gives the impression of a man content with a modest level of fame. It will be interesting to see where the two of them are in five years. However, you heard it here first – Dave will win the mercury prize 2019.

Delivering Big Publicity Ideas


Borkowski Weekly Media Trends | The Late Great Keith Flint, GMB's Superman Weatherman Alex Beresford & One's First Instagram

Borkowski Weekly Media Trends

With our founder Mark Borkowski already having weighed in on the explosive Finding Neverland, let's take a look at some of the other issues which got our gullets flapping this week, from the tragic to the inspiring to the historic(ish).

R.I.P Keith Flint 

We were incredibly sad to learn about the loss of Keith Flint, best known as dancer and vocalist of The ProdigyThere was a man who knew how to cultivate an aura: equal parts punk, raver, heathen cult leader and your mate from the pub; he made Dance rock and Rock dance, and music fans won’t forget him. RIP Firestarter.

Beresford goes down a storm
Alex Beresford the Good Morning Britain weatherman received a deluge of praise for interjecting on Wednesday morning into a debate about knife crime.

No less an authority than the chairman of the Police Federation of England & Wales had just suggested that the solution to the seeming spate of stabbings currently blighting the country and especially London was to build more prisons...

Beresford’s outraged disbelief at this ‘lock up all the yobbos’ mentality drove him to deliver an inspired rebuttal on the ineffectiveness of prison as a deterrent, concluding: “If you don't change the environment, you won't change anything and that's the key thing.”

The combination of intelligence, passion and integrity displayed by Beresford was hugely admirable and we also, on a more minor level, doff our caps to the producer who decided to turn his mic up for creating a fantastic piece of television.

Social Media Royalty

On Thursday the Queen posted on Instagram for the first time. Captioning a letter sent by 19th-century mathematician and computer pioneer Charles Babbage to her great-great-grandfather Prince Albert. We got our top office Instagrammer to run the rule over her first offering:

“One can only suspect that the idea came about after the Queen had a pleasant cup of tea with her granddaughter-in- law. Perhaps Meghan was fondly remembering her former social media freedom; perhaps she was trying to filter a picture of Kate for the family album; or perhaps she was explaining the latest Kardashian family dramas. However it came about, it’s a way for the Queen to remain current and connect to the younger generations, and to show that anything a Kardashian can do, she can do better.

So would we double tap the Queen’s first Instagram post? Probably, but let’s take a closer look…

First the visuals; we are shown two images of the letter referred to in the text; it’s doesn’t initially grab you, as a visual platform it is slightly bland. Beige. However the handwriting is impeccable and reminds us what a dying artform it has become.

Second the words: educational and informative, a moderately long caption but if you read the whole post it’s fascinating and a wonderful story, some followers maybe slightly disappointed with the lack of hashtags, emojis and a #TBT to finish it off but you can’t fault the grammar. 

It might not #breaktheinternet or be as game-changing as her first TV Christmas Speech but it shows the Queen is up-to-speed with technology, has stories second to none and can namedrop with the best of them. And let’s not forget to mention what an absolute coup this was for The Science Museum, this is money-can’t-buy PR.
If the Queen fancies posting on International Women’s Day, can we suggest a variety of selfies followed by crown emojis, topped off with #GirlPower #Inspiration #THEDON.?”

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Borkowski Weekly Media Trends: Kepa, Partridge And The Independent Group's Cheeky Nando's

Borkowski Weekly Media Trends

Loads of talking points this week, and we may yet pontificate on The Oscars and whether Hollywood has solved its diversity problem (spoilers, no it hasn’t), the propaganda war that’s been unleashed by the fresh military tensions between India and Pakistan, the very real storm in an creepy, artificially constructed teacup that is Momo, Pokemon exploiting Britain’s cultural largesse for its latest offering, and the Comic Relief-Culture War between David Lammy and Stacey Dooley, but in the meantime here are some other issues which ground the Borkowski gears this week.

Kepa Calm and Sarri On 

A communications crisis almost without precedent arose for Chelsea FC last Sunday when their talented but temperamental 24 year-old goalkeeper Kepa Arrizabalaga refused to be substituted, despite suffering from cramp, during the closing minutes of what had until then been an uneventful Carabao Cup Final against Manchester City (who would go on to win on penalties).
The fascinating thing about this is how difficult it is, with forty television cameras trained on the incident, to convincingly pull off the old trick of obfuscating for as long as it takes to get your implausible but theoretically possible story straight.
What was clearly a heated disagreement between goalkeeper and manager (the embattled Mauricio Sarri) was at first written off by the club as a ‘misunderstanding’ in ‘nothing to see here’ fashion’, and then acknowledged as wrongdoing on the part of Kepa - who was fined, dropped for the next match against Spurs (with doubts remaining at time of writing about whether he’ll be recalled this weekend), and begrudgingly apologised.
This is bad crisis comms. Chelsea is a club renowned for its ‘player power’ – a term used almost affectionately by fans in reference to the Terry-Lampard generation, but tantamount to anarchy under Sarri, whose authority was in question even before Kepa’s tantrum. Anarchy unequivocally isn’t a good look.
Chelsea were trying to save face on three fronts and should have come out with a single unifying statement which turned these factions into an unshakeable triumvirate:

  1. The Club: amid the player power chat that had encircled their downturn in form Chelsea needed to come out as a structured, united, professional organisation which commanded loyalty, not a remake of One Flew Over The Cuckoo’s Nest
  2. Sarri: He’s gone from hanging from a shaky peg to being seen widely as a dead man walking after his failure to control his player and inconsistent treatment of him afterwards. He needed to radiate decisiveness and command and he didn’t
  3. Kepa: Brattish though his behaviour may have been, many people think Kepa -- the most expensive goalkeeper of all time and still young for the top tier – has a longer future at the club than his manager. He needed to take his medicine but didn’t deserve double standards and inconsistency

None of this has happened and, despite things simmering throughout the week, Chelsea still comes across very much as a club in turmoil.

Britbox vs Partridge

AHA!! This week we saw both faces of British television; high-quality, self-deprecating meta-television – this week in the form of This Time with Alan Partridge – and Britbox, the new streaming service whose conception and launch could easily have been conceived by, well, Alan Partridge.
Let’s focus on the publicity; Partridge announced his re-arrival on Monday morning with a passive-aggressive and unmistakeably Partridge-esque email to his BBC ‘colleagues’. Simple, but more innovative and effective than a press release.
The first This Time… was a roaring success – playing off Partridge’s (increasingly important) role in British society as the ultimate cringeworthy middle-aged little-Englander, the pariah with whom all middle-aged white men must avoid comparisons as a matter of urgency, or risk a Partridge-inspired lampooning.
The show’s success created a wave of smugness around the nation’s creativity, the crest of which was a perfect place for the BBC and ITV to launch their new Best of British streaming service Britbox.
But somewhat ironically Britbox’s launch was all a bit #AccidentalPartridge; the branding looked like it had been commissioned by Matt Lucas and David Walliams, the name sounds a tiny bit like ‘Brexit’, and the project was immediately labelled as a “too little too late” (Times) venture which is “doomed to fail” (i) and “will surely bomb” (Guardian). The whole thing felt a lot more ‘monkey tennis’ than ‘classic intercourse’.  

The Independent Group's (possibly) Cheeky Nando's
The Independent Group continues to fascinate us, and this week was subject of a lively office debate; whether their trip to Nando’s was simply an innocent dinner which happened to capture the public imagination, or a cynical PR stunt designed to make them appear more ‘down with the kids’ (despite being exactly the kind of people who would use the phrase ‘down with the kids’ unironically). 
At an impasse we’ve decided to present both arguments; one written by an ex-political operative, the other by someone who eats at a fast food chain at least twice a week.
“Resigning a forty-year membership of a party is no mean feat. Leading a press conference when 8¾ months pregnant is no mean feat. Setting up a political party is no mean feat. Those things do not leave much time or energy for launching cynical and innovative media campaigns.
As much as people would like to read an attempt at a stunt designed to engage a younger audience into the Nando’s dinner, we should not forget that THIS. IS. POLITICS.
Watch each of these videos. Three of the most powerful politicians on the planet making monumental and basic errors in the most public way possible. THEY ALL HAPPENED THIS WEEK!



And then tell me that their brethren have the brains, energy and gumption to try and pull a media strategy out of a bowl of peri-peri chicken. This, from the group, whose website didn’t work at their launch event?
And even if they did attempt this strategy – why have they only tweeted about it TWICE? There are dozens and dozens of tweets about all manner of other subjects – but only two for this entire media strategy!? Bollocks.
Here’s what actually happens:
“Where shall we all go for dinner this evening?”
“Shit. We forgot to book. Where can we go that’s not too far away for a woman on the verge of giving birth, can sit 11 plus staff, isn’t ridiculously expensive, at extremely late notice.”
“#ChangePolitics – Chuka’s ploy to appeal to the exasperated, disillusioned and disengaged public, seeped through after a group trip to Nando’s which was a cynical PR ruse. There was nothing discreet about this visit Nando’s.
On a recent trip to Marrakesh, I was regularly accosted by Moroccans street vendors, who attempted to entice me using what they thought were Britishisms, often leading with “hey geezer” and regularly following up with “cheeky Nando’s?”; a beacon of familiarity to a young wayward Brit, they thought.
My Moroccan pals and The Independent Group (TIG)’s tactics closely align. A seemingly casual, yet hopeful, attempt to appeal to a targeted demographic.
A jam-packed Nando’s is the last place I’d go for a spontaneous group meal. Yet it’s a destination thought of by the out-of-touch as ‘hip’ and ‘trendy’.
I couldn’t help but smile at the vendors’ hopeful attempt to sell their wares. But I’m cringing to my core at TIG’s devious actions. The street vendors and politicians have one thing in common: they know nothing about young Brits.”

Delivering Big Publicity Ideas


Borkowski's Weekly Trends


The stories and trends that stood out for us this week ran the gamut of comedy, abject polemic, mindless fun and inspiration.


The preparations for Disney’s bumper year continued this week with the release of a ‘Special Look’ at their Aladdin remake following neatly anticipation-building tantalisers for The Lion King and Dumbo.

Reaction to the trailer was described by Forbes as ‘lukewarm’ and Bork HQ weren’t sure about the visuals - which, consensus has it, fell somewhere between second-tier faux-Bollywood and the kind of fantasy adventure romp you’d be most likely to see on SYFY at 4pm on a Tuesday.
The one possible silver lining for Disney was the unarguable visibility boost they received when the trailer’s star moment – the first appearance of Will Smith as Genie – became an instant meme, trending worldwide within the time it took to photoshop him into a satisfactorily ridiculous situation.
Reasons for the fascination with Genie – who we think looks a bit like a blue-skinned, bejewelled pro wrestler from the 90s with Will Smith’s face – range from rumination about which nightmarish crag of the Uncanny Valley he emerged from, to humorous comparison memes which span Smith’s character in The Fresh Prince of Bel Air, Marvel antagonist Thanos, the Blue Man Group, Avatar, The Smurfs and Tobias Funke. The latter, David Cross’ hapless, occasionally blue-painted character from Arrested Development, is a titan of the meme underworld whose presence in a joke is pretty much guaranteed to turn any social titter into a bellow of viral laughter.
There’s no concrete evidence as to whether the Genie meme will pay any dividends for Disney, although the clip already has 7.4M views on the company’s official YouTube, dwarfing the 170K views on the same channel for a clip of Dumbo released the same day.


Social media nowadays is full to the brim with the kind of people who never fail to muster an excoriatingly strong opinion on any subject they encounter, which is why this week’s ‘much needed debate’ on whether Churchill was a hero or a villain was inevitable as soon as Shadow Chancellor John McDonnell was asked to weigh in on the subject in one word at a Politico Q&A.

In some ways, we doff our collective cap to the Shadow Chancellor for managing to avert the public’s gaze from anything serious at an incredibly serious time using a mere two words (if you count “Tonypandy”). But it felt too easy. Why? One theory on social outrage stems from the fact that Twitter, Facebook and Instagram have no dislike buttons. At first glace, this seems understandable given the potential for bullying spawned by the alternative, but it also turns us into a legion of dementedly optimistic Roman Emperors, looking down into the digital coliseum. The chief way to dissent to a post is to comment on it - engage beyond a mere click. This creates a double-edged sword whereby negative posts get more engagement, and therefore attention. The result is that what bubbles to the top of the roiling mess of social media is outrage, controversy, obscene bullying and incessant disagreement. Social media rewards argument. And who does this benefit?

Think about the house rules next time you see someone who has built careers on headlines that piss everyone off, get another headline. These professional provocateurs who have been elevated into a position of power over the national discourse which they have no business occupying.  So instead of weighing in on the latest argument, just ignore it. You’ll make the world a better place.


You’ve heard of fake news, but you might not have heard about how fake the internet really is. We do a lot of research into today’s media landscape here, and we found some very interesting articles. Studies generally agree on around 40-45% of the internet being ‘non-human’.

These bot accounts don’t always appear obvious, but can just quietly give views and clicks to videos for a price. If you’ve never seen a click farm then you should check this out

But the silent (or at least stuttering) drone army that is directed at the whim of the highest bidder could be on the verge of being able to type as convincingly as you or I.

Only this week, PR Genius Elon Musk has had to hold off publishing his latest research into automatic text generation AI generators. The fear is that if he gave the secrets of OpenAI away, it could easily be polished and used to swamp the internet with long, well-reasoned arguments that would be indistinguishable from the online ramblings of a human.

All you do is feed a phrase of your choice and out pops an essay – here is an example that they provided:

Human led sentence: ‘Climate change isn’t real because…’

AI response: It can’t be detected – it’s happening, and we see it around us every day. President Donald Trump’s chief strategist and senior counsellor, Steve Bannon, later likened climate ‘crazies’ to Red China, where said ‘any rising of sea levels is a serious problem for this country and the world.

It’s not spitting out perfect prose, but it largely bears up under skim reading. Five years of heavy research, dodgy morals and highest bidders investing in this process could result in the 40-45% of fake internet traffic able to produce massive amounts of text, quickly dwarfing human output. The internet would be full of fake people, fake words, fake metrics and fake arguments – the only genuine thing left would be the ads. 

Lastly, it’s interesting to speculate on the reasons behind the near perfection of the sentence structure and the jangled, contradictory jargon itself. Perhaps it’s easy for a ‘non-human’ intelligence to mimic the patterns and rhythms of how we speak, but difficult for it to understand the inherent internal paradoxes that we all carry within us – the contradictions that make us human.


It’s Friday morning, attention spans are wearing thin and it’s not uncommon for even the most Stakhanovite of office worker to have a glance on social media. Thousands of people did exactly that this morning only to encounter a near perfect piece of procrastination: a New York Times quiz which asks you a series of questions about which slang terms you use and how you pronounce certain words and tells you what part of the UK or Ireland your accent comes from.
The ensuing trend took a number of forms; prominently hilarity at some of the seemingly fantastical sayings from other parts of the UK and Ireland; Irish people allegedly refer to a snail as a ‘shellakybooky’, although several minutes of referencing hasn’t totally dispelled the theory that this word is the result of a BoatyMcBoatFace type scenario created by a function of the quiz which allows people to submit their own responses.
Another popular reaction was for people to share a feeling of immense satisfaction at having their own interpretation of the intricacies of their accent confirmed by such a lofty source, or less commonly to express shock at being linguistically extradited to somewhere they’d never lived and had no family ties.
Either way it certainly captured the imagination and demonstrated that, with a little creativity and intelligence, interactive clickbait may yet have a shelf-life.


This one is a bit close to home in the sense that the march literally passed outside the office. Today students from 40 UK cities as well as the USA, Australia, Netherlands and Uganda – all inspired by one 16 year-old Swedish activist – took the day off school and took to the streets as part of ‘strike’ action to try and inspire a greater government response to combat climate change.
The march has been the undisputed story of the afternoon (although a certain Mr Trump of New York may yet usurp them) with reactions ranging from inspiration at seeing the next generation so politically engaged, to eye-rolling at what some see as the apex of woke millennial entitlement. Whichever way you swing, it’s a textbook example of direct action cutting through the noise.

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Borkowski's Weekly Trends

Weekly Media Trends

It’s approaching mid-February and the whole world’s offended. Dry January has ushered in ****ed off February.

Gucci Gag

Fashion powerhouse Gucci has offered up an apology for what Drapers have described as a “racist jumper.”
It’s essentially a ludicrously overpriced ‘balaclava’ polo neck with large red lips. On the runway it didn’t cause a stir, but the purchase-able version has quickly drawn resemblance to a racist Sambo figure, a symbol used to dehumanise black people.
These gaffes are becoming all too frequent. December saw Prada apologise for its “Pradamalia” charms over criticism that it resembled the Sambo figure. The month before, Dolce & Gabbana got into even hotter water over a tone-deaf ad that played on stereotypes about Chinese people and it’s been just over a year since H&M apologised for an advertising image featuring a black boy modelling a hoodie with the slogan “Coolest Monkey in the Jungle”.
Rather than declare a jumper ‘racist’, the astute amongst us have alluded to the lack of diversity and inclusivity in decision-making positions within companies as part of the reason these gaffes keep occurring.
Brands are often rooted in one country and culture, which may be reflected in their hiring, but they’re also asking a global, diverse audience to buy their products. Consumers are more empowered than ever. Brands must learn fast.

In 'cold pursuit' of Neeson 

It seems the Twittersphere has become so gripped by taking people down, it is now persecuting those who express deep regret about their past bad behaviour.
Whilst Liam Neeson discussed the storyline of his new film ‘cold pursuit’, which is unsurprisingly a story about ‘revenge’ – a theme which his filmography (or life) can’t seem to escape – Liam opened-up about his own ‘primal’ urge for revenge. Big mistake.
The racial specificity of Neeson’s comments are undeniably troubling and entirely deserving of condemnation. However, Neeson knew this. He admits the wickedness of his thinking, conceding he’s ‘ashamed’ of his thoughts.
The ritual public denunciation was hard and swift. Neeson may have grown out of the urge for vengeance, but much of social media has not. They play the primal game of vengeful public shaming on an almost daily basis, gleefully hunting down anyone who has ever misspoken, mis-thought or made a moral mistake.
As we wrote earlier in the week, whilst we thought “we were beyond seeing fried chicken wings as a motif of racial tension and reconciliation, times are changing, and what is for sure is that Neeson has needlessly declared himself a target.”

Turning Point

If you accidentally fumbled your way onto Twitter this week you may have noticed that Turning Point; an American right wing, a non-profit organisation aiming to promote conservative grassroots activism in US College Campus’ was oddly trending in the UK.
It turned out to be trending because of the launch of ...Turning Point UK, which hopes to counter the dominance of left-wing views on campus here too. Although this may sound ugly, it turns out that UK’s universities can be lonely and sometimes hostile environments for conservatives and classical liberals. Last year, the online magazine Spiked found that more than half Britain’s universities and students’ unions placed explicit restrictions on free speech.
According to Wired their launch quickly descended into a farce following the appearance of a swarm of parody Twitter accounts impersonating the organisation and essentially trying to restrict their own existence.
Whether or not you agree/disagree with the values espoused by Turning Point, the ridicule seeping through from Twitter into the mainstream media is concerning. Both Vice and the New Statesman published articles collating bitchy tweets from critics whilst, The Guardian led with the headline that the group ‘has apparent links to US far right’. I would assume that the Guardian’s legal team must be thanked for that ‘apparent’, as you can write just about anything these days if you disclose a caveat. Apparently.
Regardless, Turning Point’s arrival has not gone unnoticed; the group even fired off a snooty tweet: “Thanks to Left Twitter for all the free publicity”.

Make time... 

Paddy Power has released a hilarious advert, which recruits Ryan Giggs' brother to herald the ‘death of loyalty’.
Considering the advert is promoting gambling and mocks the eight-year affair between Ryan and his brother’ wife…it’s remarkably tasteful.
Expect the advert to make waves over the weekend. Click here to watch.

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Borkowski's Weekly Trends

Weekly Media Trends 

As the curtain closes on January, it would be foolish to imagine we can go back to a life of thoughtless merrymaking.
Dry January might give way to a moister February, but the intense passions aroused by Veganuary now seem set to continue all year round.

Veganism and a Bandwagon

Veganism - the shunning of meat, was once regarded as a harmless but inconvenient hobby.

Not only is it becoming more and more convenient but, as we keep getting told, it’s becoming increasingly harmful to be anything other than a vegan. The author of the best-seller Sapiens, Yuval Noah Harari, recently described the lives of farm animals as “the greatest crime in human history.”
Until recently, fast food had turned its nose up at such a hyperbolic statement but then along came Greggs. The bakery chain, long regarded as a bastion of kindly priced common-sense grub on a high street awash with artisanal affectations, proudly unveiled its new £1 Quorn-filled ‘vegan sausage roll’.

This modest innovation might once have passed without comment. Instead, notable meat-eaters reacted with angry disbelief - notably Piers Morgan. However, it seems that quite a few people were waiting for a vegan sausage roll as they have been flying off the shelves. It’s difficult to tell if that’s because the amount of press coverage sparked the fire of curiosity, or there really is such a high level of demand for a value vegan snack. 

Regardless, this week we’ve seen McDonald’s Sweden launch a vegan option to its menu. Welcome to the hilariously named ‘McFalafel’! Tesco launched Vegan Haggis and Hilton Hotel launch the world’s first completely vegan hotel suite in London.

It’s difficult to tell if these are genuine attempts to increase their top line, or a ridiculous PR arms race to annoy Piers Morgan, which it will (also and eventuallyincrease their top line. However, what is notable is that if it’s the latter, the moment has very much passed. Greggs got there first!

Fyre Festival 

If you missed news of a disastrous festival held on an island “once owned by Pablo Escobar” (shorthand for drugs and violence are cool?!) back in May, you’d have to be living under a rock to have missed the sad and hilarious Netflix movie documenting its story.

It would be all too easy to blame the social media ‘influencers’ who lured hundreds of millennials to an island which better represented a “collab” between Lord of the Flies and Battle Royal rather than the kind of party rappers (like Ja Rule) fantasize about. 

As we wrote for PR week, “the concept of influencers is still relatively new and young people in particular are easily swayed by them unless they are educated about how this process works.” Essentially, whilst it is advertising no one explicitly makes us aware of it. Whereas a consumer “can easily recognise a BMW commercial as a traditional ad” (we know cars can’t drive up walls), we can’t be sure that Emily Ratajkowski isn’t really going to be sharing a private jet to a festival with me (although I think most can be sure).  

The Competition and Markets Authority’s ruling that influencers must inform their followers if they were being paid to endorse products will go some way to addressing this. However, it will be interesting to observe if this leads to a decline of social media ‘influencers’ .  It’s something we’ve written on before; surely a lot of their power was always held in their perceived authenticity?
Or perhaps, the lure of mingling with Z list celebrities (like Ja Rule), taking selfies in private planes and hoarding likes on Instagram will always be too much for some.  

Oscar Nominations

Whereas the Golden Globes were criticised for being more about “moral preening and identity politics” than choosing the best films; the Oscars were back to doing what award ceremonies do best; highlighting all the flaws in the film industry - courtesy of the lack of female director nominations.

Dazed Magazine drew up a list of films directed by women that should have been Oscar nominated, whilst Variety labelled it “Unconscionable. Unbelievable. Unsurprising.” Equally unsurprising was the hashtag #OscarsSoMale trending on twitter.  

Whilst having an even mix of male and female director nominations would obviously be a definite 'win', it’s difficult to ignore the fact that women account for just 8% of directors working on the 250 top films. An awful statistic, that indicates perhaps, that the problems run rather deeper than the Oscars themselves. 

However, having our awards ceremonies become a circus of contemporary virtues, which espouse moral theatre, won’t alleviate the issues, only mask them.  

Make time... 

Bearing in mind the above trends, The New York Post have written a fantastic article, which explains ‘How the media convinces us we’re all outraged — even when no one cares
The piece poses some interesting questions regarding the responsibility of the media to supposedly report news ‘in the public’s interest’ and who these ‘hate clicks’ inevitably benefit. 

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