PR: The Evolution of “Spin”

Andreanna Moya Photography

Originally posted on Forbes.com.

PR sometimes gets a bad rap for being a spin cycle. I like to look at it a different way. Public relations, like all communications disciplines, has been marked by standards, strategies and tactics that roll along and change over time. Sometimes they even spin full circle, taking us on circuitous detours on the way to ending up back where we were.

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Health and Wellness Branding Digest, March 26, 2015


Health Care Marketers Missing Local Search Ad Opportunities
(MediaPost, 25.03.15)

Health care marketers are missing an opportunity to connect through search engines–Bing, Google and Yahoo–with local residents and visitors looking for services. Industry marketers will spend more than $10.7 billion on local advertising in 2015, representing 7.8% of the $137.9 billion total local advertising market — but only a small portion goes to local search ads.


Consumers: Patients and Virtues
(Medical Marketing & Media, 03.03.15)

Pharma, historically, has had a somewhat-¬tenuous relationship with patients. It’s under¬standable, given the regulatory shackles on the industry, and it’s absurd, given that patients are pharma’s end customers. Patients are looking for help managing their health and, like physicians, they would welcome it from manufacturers.


Why Healthcare Is (Finally) in for Big Changes
(Forbes, 13.02.15)

Like many good stories in my life, this one starts with large quantities of beer.


Parents Misled by Marketing of ‘Healthy’ Drinks, Study Says
(UConn Today, 11.03.15)

Despite public health messages about the importance of reducing consumption of sugary drinks, many parents believe that some beverages with high amounts of added sugar—especially fruit drinks, sports drinks, and flavored water – are healthy options for children, according to a new study from the Rudd Center for Food Policy and Obesity at the University of Connecticut published today in Public Health Nutrition.


“Digital health feels like the PC industry in the early ’80s.” —John Sculley


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!

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.

How Brands Can Translate Support for the Troops This Memorial Day

[Originally posted on Forbes.com.]

After a long, hard winter, we’re all especially looking forward to Memorial Day this weekend. Let’s face it: For many people today, Memorial Day is a holiday because it’s the official start of summer. It is its own reason to celebrate, and lots of Americans do, even without thinking about the holiday’s origins.
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