

Comms planning
What can 'The Rise and Fall of Abercrombie & Fitch' teach us about managing reputations?
Lucas Jackson analyses Netflix's latest documentary on Abercrombie and Fitch, discussing its impact on reputation. ...Read more
We at Firefly are constantly on the lookout for exciting PR campaigns happening around us, and Waterstones definitely comes out on top this month. In a unique and witty reactive PR stunt, book retailer Waterstones invited 10 people in store for a sleepover, after American tourist David Willis found himself locked inside its Trafalgar Square branch two weeks ago.
To take part in the competition, people signed up for an Airbnb account and told Waterstones, in one sentence, what book they’d read if they were to spend the night in a bookshop, and why. The sleepover took place on Friday 24th, from 9pm to 9am the next day.
Winners and their plus one were given a tour around the Waterstones Piccadilly store – Europe’s largest bookshop – before being invited to take their pick of the thousands of books from eight and a half miles of bookshelves. The chosen twenty winners then spent the night with their book of choice.
Lucas Jackson analyses Netflix's latest documentary on Abercrombie and Fitch, discussing its impact on reputation. ...Read more
May has brought a range of innovation across the tech sector, from AI to VR and more. ...Read more
As VR adoption increases, the technology is transforming both the world of work and our personal lives. How can comms professionals leverage VR for campaigns? ...Read more
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