48-50 MCV587_final
11/5/10
14:35
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EIGHTIES, NINETIES,
NOUGHTIES
The brands, people and technology that have dominated decades. This week, PR icons...
DANIELLE WOODYATT
BASTION/BHPR
ROBERT SAUNDERS
The long golden hair, the daintily painted nails, shoulder pads, slingbacks and outrageous flirting with all the boy journos... but it would be a few years before Simon Harvey emerged as a true PR power. In the '80s it was another diva, Danielle 'Woody' Woodyatt, who ruled with a Filofax of iron. She was our Edwina. She drove a Golf GTi convertible, for God’s sake. She was pure essence of ‘80s. Winner of the Air Kisser Of The Year title three years in a row and with a BA in overuse of the words ‘darling’ and ‘sweetheart’, she started out at US Gold, then moved to Virgin and is now head of the popular specialist agency called, in an obvious nod to PR etiquette in the '80s, Lunch.
It’s impossible to split the two biggest agencies of the decade, as Bastion (led by Dean Barrett) and Barrington Harvey (captained by Simon Harvey) carved up the big publisher’s accounts between them. Besides, this way we get to piss them both off. The ‘90s represented a bountiful land of feasts and fees for these guys. It was a time when even the biggest companies were happy to give their biggest business to ‘specialist’ agencies – rather than one that has a swanky address and handles Dean Gaffney’s personal appearances. These days they’re quite a bit leaner (the companies, not the bosses) and more diverse – because they have to be. But back then, they were kings.
After years of speculation, the original theory that the annoyingly youthful-looking Saunders was on work experience has finally been disproved; partly because he’s been at Nintendo so long his Head of Year would surely have started asking questions, but mainly because he’s been so damn good – a claim further proved by the fact that he has won the PR gong at the MCV Awards a whopping 17 years in a row. He was reminiscent of Annie Lennox at the Brits when no one could even name another female solo artist. Only better. This year it was a clear case of gerrymandering that saw the title go elsewhere, but there’s still no doubt Saunders was the PR man of the decade.