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Minneapolis PR firm behind 'Breaking Bad' campaign wins top award


Olson Engage, the PR arm of the Olson ad agency, snagged PRWeek's top honor: the 2014 overall Agency of the Year award.

The Minneapolis-based agency turned heads with a "Breaking Bad"-themed campaign for the Belize Tourism Board, and a road rally promoting Oscar Meyer's Wienermobile, both of which it submitted for award consideration, the Star Tribune notes.

“We didn’t win because we relied on traditional public relations,” said Bryan Specht, president of Olson Engage, according to the paper. “We won because we put all of those things together — advertising, social media, media relations and events.”

Olson Engage also won Midsize Agency of the Year at Thursday's PRWeek awards in New York.

The Business Journal notes the agency was originally known as Dig Communications, and won PRWeek's Small PR Agency of the Year award in 2009.

The "Breaking Bad" Belize campaign got a lot of attention last August. In the popular AMC show, a character suggests person perceived as a problem get sent to Belize – a not-so-subtle code for murder. Olson Engage quickly jumped on it using social media.

Then extended another travel hand in the New York Times with this ad:

The campaign was widelypraisedforturning a perceived negative into a positive (and generating the resulting buzz).

The PRWeek Awards are described as the "highest accolade in the PR industry."

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