Year in Review 2022: Kelly Grindle of Special PR

Each year, StopPress asks a group of talented professionals in the local industry for their reflections on the year that was. Brought to you by NZME, this year we speak to individuals who made their mark on 2022 and brought us truely impactful work.

From winning a PR Lion at Cannes to being recognised at the Campaign Asia Agency of the Year awards, it’s been a big year for Special PR. General Manager Kelly Grindle reflects on the year that saw Special PR soar.

2022 summed up in three words…

Fulfilling, successful… tiring

A personal achievement I’m most proud of in 2022…

Winning a PR Lion from Cannes has got to be up there – that recognition is truly the best of the best.  The work speaks clearly to what makes Special PR special, and we’re so proud to deliver campaigns from the edge of the world that resonate globally.

I will remember 2022 as the year…

That Special PR truly began to fly. We’ve hired seven new people, won twelve new accounts, smashed our revenue targets, and delivered truly stand-out work. I’ll never forget what we have been able to achieve this year, and it’s something I’m proud of.

Special PR was awarded Bronze for PR Agency of the Year at the Campaign Asia Agency of the Year awards. What do you think it was that made Special stand out?

It’s our relentless focus on creating PR campaigns with a solid strategy, and a clever (and concise) idea at its heart – such as giving away free flights to every New Zealander who shared a birthday with Jetstar, jumping on the rise of BeReal to make Fiji the first country in the world with an account, or transforming a television sponsorship for Grand Designs into a national luxury activation for Jaguar. Simple ideas, rooted in strategy – it works every time.

What is one surprising thing you’ve learnt as General Manager at Special PR?

People make the difference. I think we’ve built the best PR team in the industry. That’s not lip service, that’s the truth. The talent, enthusiasm and dedication of every single member of our team is surreal and they are the single biggest contribution to our success.  

How did this year’s events change the way you approach Public Relations?

PR should always be relevant and timely, and our biggest successes this year have come from when we’re part of a national conversation, or reacting to the news agenda. Good ideas take time and money to develop properly, but now more than ever, we’ve learnt to be slick and quick.

What activations have caught your eye this year?

Anything that Airbnb does, either here or abroad, is still industry-leading. The whole gag of ‘Belong Anywhere’ with incredible activations at Hobbiton, Barbie’s Malibu Mansion or the Home Alone House never gets old. They link to a brand strategy, they’re delivered with finesse, and they hit the headlines every damn time.

What were the biggest lessons brands learned in 2022?

Virtue signalling gone wrong. When brands choose to stand for something, they need to truly live it. The world is increasingly polarised, so if a brand stands up for a social issue, then they need to be committed to that social issue. Despite a pillar of “unity” from FIFA they dropped their LGBT fans, and UK beer brand BrewDog was stripped of its B-Corp certification for the way they treated their staff. Hopefully, brands will take notice and become more authentic with their commitments.

Best innovation/invention/launch of 2022…

I know it wasn’t invented this year, but the rise of TikTok has been pretty phenomenal. There is so much opportunity for brands who have the time and resources to do it well – and it is done better by those Gen Zers.  

Biggest mistake marketers will make in 2023…

The dreaded ‘recession’ word is on everyone’s lips, and when that starts to bite, most brands will shrink their budgets and scale back their PR and marketing efforts.  But that has been proven time and time again to be the wrong approach – real brands will build through recessions, and that benefits them in the long term. Just ask Mark Ritson, he knows more about it than me.

A person who inspired me the most this year was…

Patrick Gower has had an incredible year, transforming himself from journalist to investigative personality.  His work has truly changed culture, and his rise has been undeniable.  I’m still not going to say no to my cheeky glass(s) of Pinot after the success of Paddy Gower on Booze, but if you want a subject matter to be part of the national conversation, he’s your man.

In 2023 I want to perfect the art of…

Not swearing in client meetings, it’s a horrible fucking habit.

Quick fire 10

Most memorable local campaign: When Land Rover raised $ 1 million for Sir John Kirwan’s mental health charity, Mitey.

Favourite international campaign: When Booking.com created a bookable home on Ramsay Street to farewell Neighbours.

Campaign I wish I worked on: My old team at Virgin Atlantic introduced gender-neutral uniforms in the UK, and it was done with such flair and passion it made me miss them immensely.

Best news of 2022: My negative Covid tests.

Biggest flop of 2022: Elon Musk. And you don’t need a Twitter poll to justify that.

Top artist on Spotify Wrapped: Harry Styles (yes, I’m a raging homosexual)

Best part of being back in the office: Not having to spend 24 hours a day with my husband (sorry Michael)

A 2022 trend I’m looking forward to leaving behind: “Do you think you can reduce your fee by a further 20 percent?”

Furthest place travelled in 2022: Bali… very original.

Best book I read in 2022: Rory Gallery, the CSO of Special, has written the “How Special Does Brand Strategy” book.  It’s fairly rudimentary and will certainly send you to sleep, so I’d recommend it as a good night-time read.

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