In the News – June 2010

The Consumers’ New Clothes (Sarah Ferguson, Take Note)

By Marian Salzman, June 23, 2010

Consumerism has come full circle. Across the world’s major consumer markets, shoppers are becoming people again, returning to financial sensibility, focusing on social values and, after a too-long hiatus, even saving. Euro RSCG Worldwide PR President Marian Salzman observes the strength of the trend in one of its most glaring outliers—Sarah Ferguson, who, in order to pay down a million-dollar personal debt, tried hawking her royal connections and was roundly panned for her green-veined attempt.

PR Firm Creates Teen Sisterhood

By Richard Lee, June 18, 2010

Two teenage girls from the Stamford, Conn., area are surprised to find themselves intimately connected in their tastes, their perspectives and the ways they approach the world around them. But it’s not Facebook or MySpace that has revealed all this. Rather, Euro RSCG Worldwide PR’s Sisterhood initiative, which was developed to gain an understanding of teen girls as a market demographic, is showing the teens (and the rest of the world) just how closely connected they are. “To put it simply, teenagers are at a new frontier of social culture,” says the agency’s president, Marian Salzman. “They’re changing the field of marketing, altering communications, inventing new lexicons and adopting still-embryonic innovations.”

Lessons from Mackler

From Daily Front Row, June 15, 2010

The Chic Report turns to Euro RSCG Worldwide PR EVP Stacy Mackler to get a read on what business lessons can—and should—be learned from the recent recession. Mackler also offers sound advice and analysis on what today’s mediascape means for doing business in the recession. “Social media seems to have answered a lot of prayers through the recession,” Mackler says. “Ugc (user generated content) is huge and highly impactful. Fortunately, PR budgets are fairly small, so we still see companies that see its worth!”

Teen Girls Share Brand Information with Friends

By Shannon Bryant, June 7, 2010

Teenage girls love to share valuable information with their friends, especially when it comes to their favorite brands. Euro RSCG Worldwide PR finds that two out of three teen girls will let their friends know about a sale on a favorite brand, while almost six out of 10 raise the alert when there’s a hot new trend discovery. The study offers other valuable information on this powerful consumer demographic and paints a surprising picture of how the average American teenage girls shops and communicates.

BP’s Branding Backfires

By Marian Salzman, June 4, 2010

The BP oil disaster in the Gulf of Mexico means many things—for the environment, for government and for the oil industry. But Euro RSCG Worldwide PR President Marian Salzman points out that the accident also has heavy PR and branding implications, especially in the age of social media. She observes that BP’s “latest messaging might have been effective at the beginning of the disaster. But now, after weeks of downplaying and denying, [CEO Tony] Hayward and BP must do a whole lot more than run sincere-sounding advertising. They need to prove that they mean those words and make good on their promises.”

Tweens Reclaim Their Popular Status in Consumer Outreach

By Alexandra Bruell, June 1, 2010

It’s no secret that young teens represent a powerful market force. The question is how to reach them. Euro RSCG Worldwide PR has taken a brand-new approach, attracting teens to the agency with its Sisterhood initiative, which focuses on connecting with teens on their own terms, in their own environment. “As a marketer, I’m looking to talk to [teens] on rational and emotional levels,” says ERWW PR President Marian Salzman. “We won’t go out and recruit them. They must come in via the kind of reviews and blogs we’re creating.”

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