“Creative ideas have to be rooted in insight-based, brand-centric strategic thinking. If your ideas don’t support the business and brand’s objectives, what’s the point? Jazz hands are fun to watch, but become quickly irritating if all they’re doing is wafting thin air rather than creating a perfect storm to drive a measurable outcome. Having a process around how you arrive at the right strategy and then build out to your creative platform and tactics is essential.

The PR industry is often criticized for not being creative. I take issue with that. Creative story-telling through earned media requires an art and science that many of our marketing and advertising peers still underestimate and, sometimes, value.

The truth is you’re only as good as your client and your interagency model. By which I mean, you need a client/agency structure and spirit that is open and willing to allow PR ideas to really fly. Enlightened clients get this. The Random Adventures of Brandon Generator – a campaign 3 Monkeys conceived for Microsoft, and then executed as part of an integrated team – showcases this in action. Microsoft regularly asks all its agencies – advertising, PR, experiential etc. – to pitch against one another. It’s a fantastic model and means that from time to time PR leads all other disciplines.

Until more clients experiment with the way they are working their interagency model and break down the siloed thinking, PR teams run the risk of still being the poor cousin. But it’s our job to drive this. We need to show how, when unleashed, PR can be the most powerful tool in a new age marketer’s communications kit.”

Angie Moxham, Chief Monkey, 3 MonkeysOriginally posted on Now Go Create


0203 305 5574

151 Wardour Street, London, W1F 8WE

Privacy Policy

At The Fourth Angel Limited we are committed to safeguarding and preserving the privacy of our visitors.

This Policy explains what happens to any personal data that you provide to us, or that we collect from you whilst you visit our site.

We do update this Policy from time to time so please do review this Policy regularly.

Information That We Collect

In running and maintaining our website we may collect and process the following data about you:

1.    Email Address;

2.    First Name;

3.    Last Name;

4.    The type of enquiry your making, including special requirements;

5.    The information you provide relating to your enquiry;

6.    IP address;

7.    Web browser type and version;

8.    Operating system;

9.    A list of URLs starting with a referring site, your activity on Our Site, and the site you exit to;


Use of Your Information

We use the information that we collect from you to provide our services to you. In addition, to provide information to you that you request from us relating to our products or services.

All personal data is processed and stored securely, for no longer than necessary in light of the reason(s) for which it was first collected. I.e. To reply to your email enquiry.

We will comply with our obligations and safeguard your right under the GDPR at all times.

We never give your details to third parties to use your data to enable them to provide you with information regarding unrelated goods or services.

Disclosing Your Information

We will not disclose your personal information to any other party other than in accordance with this Privacy Policy and in the circumstances detailed below:

  • In the event that we sell any or all of our business to the buyer.
  • Where we are legally required by law to disclose your personal information.
  • To further fraud protection and reduce the risk of fraud.

Third Party Links

On occasion we include links to third parties on this website. Where we provide a link it does not mean that we endorse or approve that site’s policy towards visitor privacy. You should review their privacy policy before sending them any personal data.

Access to Information

In accordance with the Data Protection Act 1998 you have the right to access any information that we hold relating to you.

Contacting Us

Please do not hesitate to contact us