Sometimes comms is about thinking on your feet and being creative. Even when a boyband member quits.
When you think of One Direction, the flashing blue lights of a London ambulance cruising through the night taking a seriously ill patient to hospital doesn’t spring to mind. Unless the patient they’re taking is one of the boyband’s billion fans worldwide.
But when handsome 22-year-old Zayn Malik dramatically announced he would leave the fivesome to pursue the normal life (despite being one of the top earners under 30 in the country) we saw this as the perfect opportunity to promote our recruitment campaign, ‘No Ordinary Challenge’.
Uncannily, when the ne