ICCO Awards Masterclasses

The ICCO Awards Masterclasses provide PR and communications professionals with insight into some of the most impactful public relations and communications campaigns from leading agencies around the world.

A total of 5 free Masterclasses are scheduled this year, running in March, May, June, September and November.

Each webinar features a detailed presentation on the full timeline of a specific campaign (from the moment a brief is set to how a campaign’s impact is measured following execution) and a live Q&A.


The third instalment of the ICCO Awards Masterclass is instructed by 2021’s Strategy and Evaluation ICCO Global Award winners, Methods+Mastery, on their campaign, “Biden for President”.

This webinar will give you insight into how the agency used a high-level, data-based methodology to find middle ground between useful trends and the Biden camp’s core areas of interest to formulate a comprehensive strategy to meeting their client’s needs.

The session includes a 40 minute in-depth presentation on Methods+Mastery’s Biden for President campaign and a 25 minute Q&A session.

Time stamps:
00:00 – Introduction
02:52 – Break down of session
03:22 – Agency background (bringing brand and cultural moments to life)
04:13 – What made the ‘Biden for President’ campaign a unique case
04:48 – The Brief, target audience and campaign objectives
07:06 – Approaches to research & insight (figuring out barriers and what needs to be done to overcome them)
11:40 – Strategy: Educating voters on voting options, building trust in tandem with introducing vote-by-mail, aligning Joe Biden with causes that mattered most to core values, etc.
13:04 – Campaign execution: Identifying trusted influencers, rigorous vetting process including analyzing years of online behaviour
16:42 – Content creation (including connecting content to specific influencers)
20:37 – Safe voting kits
21:30 – Digital toolkits
22:23 – The head & the heart/ Outreach with impact
26:25 – Breakdown of the objectives – Objective #1 – Engage earned influencers
31:55 – #2 Using influencers’ social channels to reach target voters in battleground states
34:52 – #3 Raising awareness of alternative voting methods
37:24 – Outcomes
38:26 – What they learnt
40:02 – Q&A


Kate Whitney, SVP, Director of Staff – Kate helped launch Methods+Mastery in 2018 as part of the leadership team and serves as Director of Staff for the agency and a brand strategist / day-to-day account lead for YouTube and Google. Prior to Methods+Mastery, Kate has extensive experience spanning consumer tech, partnerships, sports sponsorship, finance, consumer retail, and healthcare industries developing brand narrative, integrated strategy and consumer activations.. Kate has a Masters in Mass Communication & Journalism from Fresno State University.


Molly Hulsey, Account Director, Influencer Activation Lead – Molly Hulsey joined the Methods+Mastery team as an account director in August 2020 and as a celebrity and influencer activation specialist, focused on developing and activating integrated strategic campaigns that leverage the power of celebrity to reach key audiences for clients. Prior to Methods+Mastery, Molly served as a core member of the sports & entertainment group at FleishmanHillard for seven years, activating global campaigns for clients both in FH’s London office (2017-2020) and the firm’s St. Louis global headquarters (2013-2017). Molly’s specialty is finding unique and creative ways to put her clients in front of the right audiences, whether it’s getting Beyoncé to post an Instagram for U.S. Soccer or coordinating a wing-eating contest between James Corden’s parents and Rob Gronkowski for Buffalo Wild Wings. She has deep experience in developing brand narratives, integrated strategy, talent procurement and management, event activation and global media relations.

Kelly Baker, VP, Director of Planning & Strategy – Kelly joined Methods+Mastery in 2020 to create and lead its Planning & Strategy function. She oversees Planning work and M+M’s team of Planners globally, helping clients such as Google, IBM and Capital One Finance create work that drives real change. Before joining M+M, Kelly led Planning at FleishmanHillard in London. While in the role, she transformed the agency’s approach to Planning & Strategy, ensuring that compelling audience insight sat at the heart of all the agency’s work. She also created the agency’s first-ever team of Planning Apprentices, training the agency’s most promising strategists in planning skills.

SESSION 2: TAKHZYRO LAUNCH By Pragma Komunikacije

The second ICCO Awards Masterclass is instructed by Pragma komunikacije’s Corrina Filipović, on the agency’s internal product launch campaign for Takhzyro medicine (the cure for a rare disease).

Pragma komunikacije won the 2021 ICCO Global award in the Employee Communications category for their exceptional work with their client, Takeda.

More on this case:
Pragma komunikacije’s client, Takeda, successfully developed Takhzyro medicine; the cure for a rare disease – Hereditary angioedema (HAE). Their goal was to communicate the successful development of this cure among the company’s regional HAE team in Croatia, Slovenia and Bosnia.

To help their client reach their objectives, Pragma komunikacije created a campaign that made the information easily accessible, enlightening and entertaining for employees. PR and Communications professionals interested in internal communications and health communications should find this session to be quite a treat.

Corrina Filipović is a senior consultant at Pragma komunikacije, one of the most prominent Croatian public relations agencies. The agency has been offering strategic and communication consulting to an array of different clients for over 20 years. Their diverse portfolio includes clients from various industries including the largest Croatian brewery, a leading telecom operator, the fastest-growing Croatian retail chain and the European Commission Representation. The agency’s work has been professionally recognized, winning a multitude of domestic and international awards. Embracing the agency mindset, Corrina always strives towards more, regularly taking time to participate in seminars and conferences to improve her experience and stay updated on new practices and trends.



Mount Recyclmore won three 2021 ICCO Global Awards, including the Event, Launch or Stunt and Technology awards, as well as the Grand Prix for campaign of the year.

Fanclub PR: “As the G7 Summit dawned in Cornwall, a giant recreation of Mount Rushmore, dubbed Mount Recyclmore, was unleashed. Made from 12 tonnes of discarded consumer technology, the aim was to raise awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation.”

More on Mount Recyclmore
Fanclub PR: “As the G7 Summit dawned in Cornwall, a giant recreation of Mount Rushmore, dubbed Mount Recyclmore, was unleashed. Made from 12 tonnes of discarded consumer technology, the aim was to raise awareness of the growing problem of e-waste and put re-commerce expert, musicMagpie, at the heart of the conversation. Result: every major news outlet in 74 countries, 38% of all musicMagpie trade-ins during the campaign were first time users, £30k raised for Wasteaid to fund an ongoing international e-waste education programme and a permanent residency at the Eden Project.”

This masterclass is instructed by Fanclub PR Director, Paul Lucas.