A signature campaign works well for increasing SEO, you are effectively earning backlinks for your website every time someone posts using your signature.

In regards to media and PR, pay to play definitely works in this industry, the return on ad spent is ridiculous.

There are a few big players out there (not affiliated with any entity within these companies):

- Vindyne Group
- Famous Publicity
- Wachsman pr

Marketing and PR alone can take an ICO from 1 million to 10 million raise. Look at Paragon, they've made a killing and analysts such as Picolo Research have advised not to invest

There's a lot more to an ICO than just marketing and PR, but pay-to-play definitely exists within this industry..