Corporate Branding Digest, April 6, 2015


How PR Is Seizing the Advantage in Content Marketing
(The Drum, 18.03.15)

Over the past decade, as the internet has decimated circulations and ad revenues, publishers have both cut back on journalists and resources and come to rely more on PR to fill space with stories. (And interestingly, there has been a steady, decade-long drift of experienced hacks over to the ‘dark side’, tempted by better wages and prospects; magazines and newspapers’ losses have been PR’s gains).


You Have to Be Fast to Be Seen as a Great Leader
(Harvard Business Review, 26.02.15)

It’s obvious that business is moving faster and faster and that to keep up, leaders at all levels need to know how to pick up the pace.


What CMOs Can Learn from Fallen Journalists
(Forbes, 19.02.15)

What a week it was for journalists. Noted New York Times media columnist and luminary David Carr passed away. Arnaud de Borchgrave, former Washington Times editor in chief and celebrated foreign correspondent, passed on February 15. CBS correspondent Bob Simon perished in a car crash. Brian Williams’ credibility continues its downward spiral as people question his spurious claims about a helicopter skirmish in Iraq and other reports. And those who consider comedian and filmmaker Jon Stewart a journalist are lamenting his resignation as The Daily Show host.


3 Tips for Building Your Brand by Giving Away Images
(Entrepreneur, 03.12.14)

Building up a solid resource of free images online is a great way to create an effective digital asset that will keep driving traffic and references to your site.


“Define what your brand stands for, its core values and tone of voice, and then communicate consistently in those terms.” —Simon Mainwaring


SXSW x Brazil

We just returned from taking teams from more than a dozen Brazilian creative agencies on a road show to introduce them to top American ad agencies and corporations in New York, Chicago and Austin. (Cannes Lions is the final stop, in June.) Hired to support four clients—ABEDESIGN, FilmBrazil, Instituto Alana and Softex—we not only set up meet-and-greets, but we also created four standing-room-only events at SXSW that focused on Brazil’s world-class creativity in advertising, design, film and television production, including “Films as a Strong Tool to Inspire and Provoke Social Change” and “The Borderless Digital World: Where Will Brazil Be?” (In fact, people are still trying to RSVP to one of them, a week later.) There were lots of cheek kisses exchanged after panels packed with our clients’ top choices attended, from Apple, Facebook, Google and Twitter to Leo Burnett, Ogilvy and many in between. It all came out of our huge success with FilmBrazil and Brasil Design’s VIP luncheon at Cannes last year, which got lots of people buzzing about Brazil. Goaaaal!

Holistic Havas

If our agency was a MindBodyGreen headline, we’d be “How Your Client Choices Reflect Who You Are.” Health and wellness has always been an area where Havas PR excels—and now we’ve just added this fast-growing online community of mindful millennials to our client list, which includes the Bob Woodruff Foundation, Epic Hearing Healthcare, Malecare, the National Brain Tumor Society, the National Lipid Association and many other organizations focused on helping people achieve a state of wellness. MindBodyGreen is among a handful of wellness brands that have survived and prospered in the once-crowded field of online wellness publications, and we’re happy to be traveling with it and its highly engaged community on the next leg of its journey as the arbiter of holistic health.

Why Are There So Many Women in PR?

Sam Howzit

[Originally posted on PRSAY, the PRSA blog.]

That’s a question a lot of media watchers have been asking lately. Now that the rules of communications and interaction are being rewritten by a generation of digital natives who live their lives online 24/7, it’s time to reevaluate what this job—which I have loved ever since I made the shift from advertising to PR about six years ago—really means.

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Covering the Globe with Kudos

Let’s start in Australia, where Red Agency, part of the Havas PR Global Collective, recently was named PRWeek Asia’s PR Consultancy of the Year and won Campaign of the Year and six other honors. At the CommsCon Awards, Managing Director James Wright was named PR Leader of the Year and Red won Large PR Agency of the Year and the Grand Prix for its “The Most Powerful Arm Ever Invented” campaign (which also won for best social media/digital and best pro bono)—plus five other shortlists. In addition, that campaign won the first Black Pencil in innovation, given at the 2014 D&AD Awards. Red Agency is a major part of the global climate consortium we created for the United Nations Foundation that has been winning awards worldwide this year, including these: IPRA Golden World (winner, Environmental, Agency), PRWeek Global (finalist, Issues and Crisis), CommsCon (shortlist, Issues Management; shortlist, Government Relations), PRWeek Asia (winner, Public Affairs), CIPR Excellence (finalist, Global), Bulldog Reporter CSR (silver, Best Green/Environmental), PRSA Big Apple (winner, Public Affairs/Government, Associations and Nonprofit Organizations) and SABRE (finalist, Global). The consortium has led to our brand-new climate practice. Read more about it here.

Havas Conexiones Connects Hispanics and Brands

Today we formalize Havas Conexiones, our multicultural agency within an agency. With five Latinas at the helm (with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds) and our CEO as fairy godmother, we have best-in-class Hispanic/Latino marketing experience. We address Latinos in a culturally relevant way and connect them authentically with brands. Already very successful with our multicultural work (we created PRWeek’s Multicultural Marketing Campaign of the Year for 2012 and were a finalist in 2013, among many other multicultural awards), Havas PR has built Conexiones around the fundamental truths of the real Latin in America and offers a team that knows the community inside and out. In conjunction with the launch, Havas PR is debuting its in-depth study of millennials in the four states bordering Mexico, for an intimate look at this microcosm of the U.S. Hispanic community in key areas ranging from food and family to work, favored cities, retail and more.

Brazil’s Winning Opportunity

And we’re not talking soccer. Havas PR recently joined forces with FilmBrazil and Brasil Design to showcase the country as a production hub for design and advertising projects. We developed targeted materials, then our team worked across the globe to reach out to journalists and invite them to a huge event at Pierre Cardin’s Palais Bulles (Bubble House) during the Cannes Lions International Festival of Creativity. We arranged for key journalists to interview leaders of FilmBrazil and Brasil Design on the days before, of and after the party—and invited them to the bash, which featured traditional Brazilian food and drink, plus live performances by Viva la Fête and DJ João Brazil. Our efforts resulted in 350 people from 13 countries attending (also including creative directors, marketing directors, executive producers, heads of production, CEOs and CMOs) and will lead to stories about Brazil’s creative industry reaching mass audiences worldwide.