New Chair of the PRCA Creative Group promises new direction for 2021

The PRCA has announced Ottilie Ratcliffe, Associate Creative Director at The Romans, as the new Chair of its Creative Group in 2021.
The change in direction comes as more and more PR agencies seek to build creative departments but struggle to nurture and inspire young creative talent. Ratcliffe vows to prioritise supporting creative paths for individuals of all levels and backgrounds and in doing so, help elevate the creative output of the industry.
On what the Creative Group stands for in 2021, Ottilie comments:

“This group is looking to the future. For too long, panels and groups focused on creativity in PR have been populated by people who tend to look very much alike… It’s time to change that, in line with the whole industry becoming more confident in its own ability to make incredible creative campaigns that speak to a broad cross section of the nation. Is it any wonder that so many PR campaigns look the same when the same old group of people are charged with coming up with them?”
“In 2021, I want to use this group as a place for people to be inspired, established creatives to share their knowledge, and people of all levels to take part in debating what our creative future actually looks like. We’re on the precipice of a new era, and it’s time to get young, hungry, talented professionals together to decide how they want to shape it.”
The first PRCA Creative session, The Rise of the Junior Creative, will be held on the 15th of March. The session will focus on the early career paths available, what Creative Directors are looking for, and how we establish creative roles in PR agencies.
PRCA Director General Francis Ingham MPRCA said:
“It’s an exciting time for the Creative Group, whether we’re obliged to get people together over Zoom or over a real life Rosé, there’s demand for a more open, progressive forum for creatives at all levels to nail the work we want to make as an industry. We’re looking forward to seeing what Ottilie and her committee do this year in terms of shifting the status quo and prompting lively discussion as to the new era of creativity in PR.”
The Romans have a pretty impressive track record when it comes to developing junior creative talent, having won the UK Cannes Young Lions competition three times in the past four years, Ratcliffe herself winning in 2018.

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