Pret and Amnesty International on marketing on a shoestring

Marketers from brands including Pret A Manger, Amnesty International and The British Library came together at the Festival of Marketing to talk about marketing on a shoestring.

The panel, led by Marketing Week’s editor Russell Parsons, looked at the common challenge of how to get more from less, especially given economic uncertainty and new channels of communication.

At the event, Amnesty International campaign manager Tom Davies explained how the charity achieved success with one of its marketing campaigns using a budget of just £15,000. The work included creating a spoof advert to highlight that London’s ExCel centre is the site of an annual arms fair that it claims sells “illegal torture equipment”.

And he had some advice for other marketers: “We made a decision to pull together a lot of physical resources in the organisation to put behind this campaign. I as a campaign manager could call on people in our digital, press and advocacy teams to support me, and it had a fantastic result.”

To find out more about shoestring marketing and get more insights, watch the video of the event above.