In the News — February 2013

2013 Will Be Brutal for CEOs

By Marian Salzman, Feb. 14, 2013

One might expect to find CEOs reveling in the recovering economy, but trendspotter Marian Salzman writes in this guest blog post for CNBC that it actually puts them in quite a pickle. “It’s no longer possible to justify poor performance by pointing out that you’re not doing any worse than anyone else,” she explains. “But the future is still murky, and there’s no clear path for anyone to follow. Questions of strategic direction feel more urgent than ever—and answers even more elusive.” One answer that Salzman does see: CEOs should concentrate on their personal values and virtues—as well as those of their senior staff—making sure that those attributes shine through to the public through social media channels.

The End of the Week?

By Amanda Baillieu, Feb. 13, 2013

When architect Irena Bauman made the relatively unprecedented announcement that her Leeds, U.K.–based firm would be open only Monday through Thursday, for a total of 38 hours per week, it inspired this Building Design piece about the merits and drawbacks of a four-day workweek. Whether or not a company decides to adopt an abbreviated work schedule, trendspotter and CEO of Havas North America PR Marian Salzman says that those working practices need to be very clearly communicated with consumers, who are looking nowadays for companies to be totally upfront about such things—and to “contribute to making the world a better place.”

More Than Words

By Marian Salzman, Feb. 7, 2013

“As a trendspotter, my eyes tend to be forever focused on the future,” starts @havaspr CEO Marian Salzman in this column, “but one of my favorite ways to look back is through various linguists’ and lexicographers’ annual words of the year lists.” Here, she gives opinions on the most respected lists; they focus on “big cultural trends and attitudinal shifts,” says Salzman, but she’s not sure how many of the words will change the universal vocabulary. Topping those lists for 2012 are capitalism, socialism, GIF and hashtag. Salzman herself topped the list when a word she popularized in 2003—metrosexual—was chosen by the American Dialect Society as its word of the year in January 2004.

What Does Lance Armstrong’s Scandal Teach Us About Personal Branding?

By Marian Salzman, Feb. 5, 2013

Bulldog Reporter picked up this post by @havaspr CEO Marian Salzman from the Havas PR blog, and it originally ran in Salzman’s weekly personal branding column on Forbes.com. Her bottom line: “Even though Lance Armstrong has been in the news for months … [f]rom a crisis management and personal branding standpoint, he has a long road ahead of him.” She says his response has been a textbook example of what not to do—from remaining silent for much too long to selfishly agreeing to testify against prominent cycling officials to giving a self-serving, hollow apology on Oprah Winfrey’s sofa. It’s a cautionary tale, says Salzman, and the sharpest lesson learned is this: “Have a clear plan for personal rehabilitation and live it.” Read the full post for more insight and personal branding advice.

Super Bowl Ad Winners Conquer Hearts and Clicks

By Ben Popken, Feb. 4, 2013

This NBC News wrap-up of the best and worst of the Super Bowl XLVII ads noted that reviews were mixed about the GoDaddy ad that had supermodel Bar Refaeli going in for a very long smooch with a very geeky guy. Havas PR CEO Marian Salzman believes the ad was right on target, saying here, “Smart is sexy is so on trend,” while another marketing expert calls the commercial a “cheap sell.” Though national polls show the ad wasn’t particularly well liked by viewers, it was the No. 1 most discussed ad on social media platforms. And GoDaddy’s public relations VP reports that the website gleaned more new customers and more new sales from this ad than any of its Super Bowl campaigns ever.

The Top 12 Crises of 2012: Part 2

By Arun Sudhaman and Paul Holmes, Feb. 3, 2013

In 2012, Lance Armstrong was stripped of seven Tour de France titles and fiercely reprimanded by the U.S. Anti-Doping Agency, which produced a 1,000-page document detailing his doping habits. In this Holmes Report piece, Havas PR North America CEO Marian Salzman explains how Armstrong should have responded before and after the news broke: “Never let your story become such a fable that the fall is so steep. Make your most profound apologies privately—and first—and don’t assume they’ll be accepted when you make the public mea culpa. Have a clear plan for personal rehabilitation, and live it. Don’t just show up, admit your blunders, and assume all will be right with the world. Reboot. Explain what’s next in a way that’s all about reparations.”

An Eye-Opening Awareness Campaign

By Allison Schiff, Feb. 1, 2013

A lengthy case study from Direct Marketing News’ February issue highlights the ongoing “Healthy Sight Working for You” initiative that Havas PR started for Transitions Optical five years ago. As the article mentions, the main objective of the program is to “inform business professionals about the value of premium vision benefits to both employers and employees.” @havaspr Senior Account Executive Angela Mineo adds that “[w]ith a B2B campaign, we’re obviously addressing a business audience, but the message also has to be crafted so it can be easily repackaged for an audience of customers.” Healthy Sight has generated about
20 million trade impressions, and Transitions Optical told DMN that the program, in the words of the writer, “continues to serve as a key contributor to [Transitions Optical’s] continued growth in North America, despite an overall flat market.” Read more about the strategy, data, channel, creative and more by clicking on the button below.


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