Pru Corrigan, CEO and founder of PR agency One Daydream has announced that the business will be closing its doors after 22 years in the PR and events industry.
Corrigan started One Daydream PR in 2015, and has since worked across a number of notable brands including Mercedes Benz, Sephora, The Body Shop, Ole Henriksen, Kat Von D and Sand & Sky.
Corrigan now has her sights set on influencer marketing and content creation.
“I knew there were growth opportunities in the space, but the time wasn’t right and Instagram was our only platform. Sometimes you can be too early in business, and I didn’t feel the market was ready for the influencer explosion,” she said.
The business took a hit in 2020, after Covid took over the country. Corrigan saw a 55% decrease in PR work, with events disappearing altogether.
“I remember standing on my balcony while locked up in Melbourne, and the clients kept calling and within two days I had lost half of my client portfolio. I kept staff, I felt I owed them that and then Job Keeper kicked in, but the aftermath of Covid was far worse, especially in the ‘always on’ PR space.
“During Covid however the influencer space boomed, and I actually hired staff during this time to support me in the Dream Team. More and more brands were wanting content created from afar and we could help them with that.”
The entrepreneur has already seen success in the content creation sector, making her future look promising.
“Deni Todorovic approached me during Covid and it gave us time to plan for what the next year would bring. Since we began working together, Deni has grown from 13,000 to 80,000 Instagram followers (and they are real), and their audience is one of the most engaged on the platform. They have gone from dancing in their backyard to being the face of some of the globes biggest brands including The Body Shop, Bonds & AMEX during Mardi Gras, and recently released their first book Love This For You. Deni has hit mainstream media all through the power of the social world.”
Corrigan added, “So by September this year, I knew it was time to continue building the Dream Team and we now have fifty content creators on our books, also expanding to NSW and QLD based talent. We are not your traditional booking agents, we offer far more to the talent and we act as matchmakers for brands looking for the perfect content match.”
“The new group of TikTok content creators who we found in Melbourne is really exciting. Generation Z has grown up with social media and they aren’t scared to use it. They are real and raw and want to succeed, and they support each other on the incline. Tik Tok is snackable and quick content, it’s not perfect and it seems more and more brands today can’t get enough of it. The younger generation just tell it how it is, and brands want in on that community.”
Approximately $27 billion will be invested into the global creator economy next year, with Australia seeing an increase of 3 million content creators since 2020.
Corrigan said, “This is a real job and a real economy now. I mean, I’m starting a new business based around platforms that didn’t even exist five years ago. The key in this space is to stay nimble and roll with the times, because the reality is that we’ll never be able to stay on top of the social wave”.
