Rewind 2023: PR gained muscle with rise of data-driven & AI strategies - Bhuvnesh Chawla

It’s that time of the year when we review the most significant industry developments as the year draws to a close. Adgully is reviewing the year 2023 for the M&E, advertising, digital, marketing, PR, and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2023, Bhuvnesh Chawla, Chief Marketing & Growth Officer, BCW India, speaks about the roller coaster ride experienced by the PR industry in 2023. He further highlights significant shifts and emerging trends – with the prominence of AI, particularly generative AI, standing out.

Key PR trends in 2023

While speaking about the roller coaster ride experienced by the PR industry in 2023, Bhuvnesh Chawla highlighted significant shifts and emerging trends – with the prominence of Artificial Intelligence (AI), particularly generative AI, standing out.

Chawla listed the following key trends this year:

The rise of AI, especially generative AI, led to a constant stream of conversations. In the beginning, these largely leaned on the negative side, around issues like fake news and its reputational impact. As understanding grew, however, there was also an acknowledgment and appreciation of the good that GAI can do for us. Predictive analytics, trendspotting, and crisis monitoring are some of the ways we can use GAI to make things more efficient for us. Several developments are underway for even more innovative ways AI can make communications more impactful.

Data-driven PR strategies, which use new-age digital platforms, have completely changed how we build and measure PR strategies. We are seeing a growing importance of genuine, transparent, and relatable narratives in communication strategies due to the shift in audience preferences. The audience is leaning towards more meaningful and authentic connections with brands, organisations, and individuals.

Additionally, there has been a continued emphasis on ESG and corporate social responsibility in brand narratives, which influenced our approach to corporate social purpose. We are seeing brands being more open to take our help in communicating a brand purpose. Companies are also trying to see how they can be a part of global conversations around climate change mitigation through platforms like COP and G20.

BCW Group’s performance in 2023

Amidst the challenges posed by a looming global recession, 2023 presented a demanding landscape for the industry. Despite facing headwinds impacting growth, BCW India concluded the year on a positive note, attributing it to a conscious decision to maintain a growth mindset. Notable achievements include becoming one of the most awarded agencies nationally and internationally, introducing new client-centric offerings, and prioritizing employee growth and recognition.

Chawla mentioned three significant achievements:

• Winning awards: In 2023, the creative work we did on behalf of our clients bore fruit as we came out to be one of the most awarded agencies in the country. This included awards on the international stage.
• Creating client delight with new offerings: We knew that in an eventful year, our clients needed us to be sharper and more agile. And they wanted specific solutions around purpose, people engagement, leadership profiling, and of course, AI. So that is what we did, with our new offerings CSP+, BCW Change, EVP, and BCW Decipher and Decipher Index.
• Growing our people: Our people have always been our highest priority, and we were specifically focused on three things—opportunities to grow, opportunities to learn (there were 1372 learning days), and opportunities to be recognised (our annual Gabbys saw a record 89 campaign entries and several individual and team wins). We also ensured we had regular dialogues and knowledge-sharing with our people around new developments in the industry, especially around emerging technologies, purpose, DEI and more.

Outlook and expansion plans for 2024

Looking ahead to 2024, Chawla anticipates an exciting journey of success and creativity for BCW India Group. With Corey duBrowa as the new Global CEO, the organisation is poised for further growth and expansion. Leveraging technological advancements, including AI-based tools, will remain a focus to enhance service offerings. Celebrating 50 years in APAC, BCW India Group aims to collaborate with teams from different regions to drive creativity and impact across borders.

In the coming year, BCW India Group aims to solidify its role as a trusted advisor, shaping and improving clients’ public image through authentic narratives. Anticipating significant developments in geopolitics, ESG, technology, sports, and more, BCW India Group is committed to meeting clients’ evolving needs with a growth mindset, curiosity, creativity, and continued emphasis on client delight. The organisation eagerly looks forward to 2024 as a year of growth and positive transformation.