A&G's Sophie Lynch Unpacks the PR Strategy Behind Devil Wears Prada 2 for PRWeek

What does an $80 million marketing campaign for a movie about the decline of journalism say about the state of PR? Quite a lot, according to A&G PR Manager Sophie Lynch.

In an op-ed published by PRWeek, Sophie examines how The Devil Wears Prada 2 became one of the industry’s most compelling case studies in experiential marketing, from giant red stiletto installations in cities around the world to themed cocktails, glam stations, and physical copies of the fictional Runway magazine brought to life. The campaign did not just promote a movie. It built an ecosystem audiences could step inside.

For Sophie, the film’s storyline and its promotional strategy raise the same question: in a world where publications compete against algorithms and PR professionals balance artistic vision with ROI, what does modern brand communication actually look like?
Her answer: it is no longer a silo. The strongest campaigns are built when teams are aligned before the story ever reaches the public.

Read the full article here: The Devil Wears Prada Sequel Sold Chaos, Critiques