May, 2025.- As EVP and Executive Creative Director for the Americas, Diego Bertagni has a clear vision of what defines impactful PR today. Now serving as a juror for the PR Lions at Cannes Lions 2025, he shared his insights on the evolution of the category, the importance of earned media, and the changing role of PR in building brand reputation.
From your role as a juror, how would you define a truly powerful public relations campaign today? What elements are essential for an idea to rise above the media noise?
This will be a very purist perspective, but we all understand that the lines between categories have blurred. That being said, a truly powerful public relations campaign today is one that is “Earned First”. It is not about doing PR for the ad, but about advertising the PR to change reputation. It needs to be format-agnostic, which means that the format itself is integral to generating ‘earned buzz’. It shouldn’t be a billboard or a print ad; it needs to be ‘earned’ in its format as well. It must impact reputation, shaping behaviour and influencing opinion, not just driving sales (although that can be a consequence, of course). Finally, it needs to deliver results that go beyond headlines and coverage, demonstrating tangible impact and meaningful change, which could be a new law or changing people’s opinions through unpaid channels.
What differences did you notice this year between campaigns that used PR as a tactical channel and those that made it the heart of their narrative?
This may not be something entirely new this year, but rather a trend that took off around 3 or 4 years ago: understanding the mantra “don’t pay people to like you”. That is essentially PR—it is about building relationships and trust. It’s no coincidence that last year, for the first time, a PR agency won GP in the history of PR Lions. The PR industry is striving to set boundaries and identify work that can be upheld as a benchmark. You can see it in the work and at every awards show where the PR jury is establishing and evolving clear criteria, which as a result is elevating the discipline as a whole.
What were the most recurring themes or issues among the entries in PR Lions this year? Did you see a tilt towards brand activism, cultural activism, or corporate activism?
Reputation is the name of the game. The figures of billions of earned impressions and showing advertising media as results are no longer enough. We must ask: What have you done regarding the reputation of this brand, this organisation, or this industry? That is what PR has been about from the beginning. Have you changed the opinion from against to in favour? It all goes back to the very roots of the discipline, but with 2025 formats, creativity, and approaches.
Good PR often arises from opportunity and speed. What role does creative agility play in an award-winning campaign in this category?
Creative agility is crucial. The best PR campaigns are often those that can react quickly to current events and capitalise on emerging opportunities. This requires a highly dedicated team that is relentless, comfortable being uncomfortable, and willing to experiment and take risks. It also requires a client who is willing to be brave and trust their agency’s expertise. That being said, while we have seen exceptional ‘reactive’ campaigns, excellence still requires planning and craft, and that still lives in the ‘planned’ instances.
Which cases caught your attention for their smart use of earned media or for generating real conversation with the audience?
While I cannot mention specific cases, I am always impressed by PR campaigns that make a ‘data point’ the spark of storytelling. Human ‘truths’ are things that have worked in paid creativity since we’ve been making advertising—perhaps it’s an emotion, something that happens in pop culture, etc.—but not all human truths are ‘data points’, and the ‘data points’ that spark storytelling are something the media are always hungry for. Those uniquely broad ‘data points’ were the ones that made me stop and take notice.
In an environment where consumers are more sceptical than ever, how do brands build trust with a PR strategy?
Brands build trust by being authentic, transparent, and purposeful. They need to demonstrate that they are not just trying to sell a product but are genuinely committed to making a positive impact in the world. This requires a PR strategy that focuses on building long-term relationships with consumers rather than simply generating short-term ‘buzz’. It is about “calculated bravery”: taking risks that are aligned with the brand’s values and resonate with its audience.
From your experience leading creativity in the Americas, what lessons does Cannes Lions 2025 offer to agencies looking to stand out through PR?
Cannes Lions offers several lessons:
- “Format Agnostic”: Don’t be afraid to experiment with new and innovative formats, making the format a core part of achieving coverage.
- “Earned First”: Prioritise ideas genuinely designed to generate organic conversation and become part of the news cycle.
- Focus on Reputation: Aim to impact reputation, shape behaviour, and influence opinion.
- Go Beyond the Headline: Demonstrate tangible impact and meaningful change.
- Do More Than You Say: Lead by example. Earn consumers’ respect.
Finally, how do you see the future of this category?
As traditional advertising becomes less effective (or at least budgets shrink), brands will increasingly rely on PR to build trust and relevance. This will require PR agencies to become more creative, more data-driven, and more agile to maintain their position in this category against other agencies that have traditionally won in PR.
