No pain, no gain

No pain, no gain

Dusty Miller, Pan Mac’s communications director for non-fiction and events, recently won a PPC award for Picador’s campaign for Adam Kay’s This is Going to Hurt, which is shortlisted for The British Book Awards' Non-Fiction Narrative Book of the Year. Miriam Robinson finds out what gave the campaign such impact. 

When did planning begin?
We started after reading the proposal because it was such a rare beast: funny, shocking and immediate, and the diary format was so accessible. "Word of mouth" has become a marketing term that means too many things, but this is a book you have to talk abou...

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