EPISODE · Nov 13, 2025 · 5 MIN
From helping DJ Bob Sinclair to almost getting fired.
from Embracing Marketing Mistakes · host Prohibition PR
Christopher McKay, Head of Brand Engagement at Hillarys shares his career-defining failure when working at Ministry of Sound, revealing how a creative idea bombed due to lack of audience research and testing.• Started career in journalism before moving to PR at CalPR in Leeds• Moved to Ministry of Sound in London• Created "French Lessons with Bob" featuring DJ Bob Sinclair teaching French phrases• Campaign received only 50 likes compared to the usual 800-1,000 engagement• After two failed posts, had to cancel the planned 10-part series• Learned a valuable lesson about using data and insights before creative brainstorming• Key takeaway: Test before investing significant resources into a campaignSend us Fan MailIs your strategy still right in 2026? Book a free 15-min no obligation discovery call with our host: 👉 [Book your call with Chris now] 👈Subscribe to our newsletter👉 Subscribe to our newsletter here. 👈 Follow Chris:X, TikTok, LinkedInFollow Will:LinkedInFollow The Show: TikTok, YouTube Instagram
What this episode covers
Christopher McKay, Head of Brand Engagement at Hillarys shares his career-defining failure when working at Ministry of Sound, revealing how a creative idea bombed due to lack of audience research and testing. • Started career in journalism before moving to PR at CalPR in Leeds • Moved to Ministry of Sound in London • Created "French Lessons with Bob" featuring DJ Bob Sinclair teaching French phrases • Campaign received only 50 likes compared to the usual 800-1,000 engagement • After two fail...
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From helping DJ Bob Sinclair to almost getting fired.
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