In the News – May 2011

Vacuum Left by Oprah, Soaps, Opens Doors for New Impressions

By Michelle Lodge, May 26, 2011

What will happen to daytime television now that Oprah has left the airwaves? Some comms professionals think TV executives now have a change to redefine programming, including new formats, fewer soap operas and new personalities. Lisa Rosenberg, president of Euro RSCG Worldwide PR, North America, agrees but adds another big change: Now comms agencies won’t have to try to convince clients who wanted to ride the Oprah wave not to advertise on her show because their brand’s community and consumers weren’t watching. She also forecast that daytime TV shows could start using social media more.

How Lady Gaga Created a Web Marketing Spectacle
For Born This Way

By Brian Anthony Hernandez, May 24, 2011

The social media heavyweight (first artist to reach 1 billion views on YouTube; closing in on 35 million Facebook fans; first Twitter user to acquire 10 million followers) created “an inescapable marketing spectacle” for her latest album, says this writer. She even leveraged social gaming. Romey Louangvilay, senior account executive of digital and social media at Euro RSCG Worldwide PR admits he’s not a big fan of Lady Gaga but adds, “With that said, I give her credit for her artistry and marketing genuineness.” The article also provides four marketing takeaways.

Chiquita Taps Euro RSCG for New Product Launch

By the Holmes Report, May 24, 2011

“Food major Chiquita has enlisted Euro RSCG PR to help it develop an influencer programme to launch a new crushed-fruit snack,” says this international public relations industry pub. Holmes notes that ERWW PR has begun rolling out the first part of the program. “The activities we choreographed in Chicago were fun and inspiring,” says Marian Salzman of that first stage in the article, “and the level of interest we received in the local market proved that our hyperlocal approach is the right way to go.”

Retiring Ronald McDonald

By Marian Salzman, May 24, 2011

In an age of sensitivity toward marketing to children and of childhood obesity, the longtime McDonald’s mascot has grown out of fashion and even been the target of groups calling for his retirement. But Marian Salzman, CEO of ERWW PR, thinks that punishment seems harsh—and misdirected, when the Skechers brand, for instance, is now marketing its Shape-ups sneakers to young girls. “Which brings me to the real issue,” Salzman says in this bylined piece. “Yes, marketers have a responsibility to be mindful when marketing to children, but it’s the parents who need to make real decisions for their kids: Cook at home more often and take your kids on long walks in the park.”

Millennials Optimistic About Jobs

From CNN via Chicago Tribune, May 23, 2011

Tech-savvy, tireless—and with a sense of entitlement. It’s how the head of a marketing firm describes the four dozen millennials (the generation born in the 1980s and early ’90s) who work in her office. “There’s this constant sense of No. 1,” says the firm’s owner, Alison Brod. And they don’t seem bothered by the bad economic times in the U.S. “They don’t understand why the recession should impact them,” says Marian Salzman, CEO of ERWW PR, who has been studying and watching millennials for years. “These kids feel they’ve mastered step one and are ready to come in as a junior executive.”

Silver Anvil Awards: Meeting the Eye Health Needs of Culturally Diverse Groups

By Melissa Snead, May 18, 2011

Euro RSCG Worldwide PR Senior Vice President Susan English was recently featured in the Public Relations Society of America’s Voices of Public Relations podcast series, sharing insights from Transitions Optical’s “Meeting the Eye Health Needs of Culturally Diverse Groups” campaign. The campaign has been identified as a finalist in the Multicultural Public Relations category for PRSA’s national Silver Anvil Awards. Listen to learn how insights from research influenced the communication strategy and what advice is offered for other organizations facing similar challenges.

The Millennials—Ever Optimistic About Jobs

By Allan Chernoff, May 18, 2011

Millennials—young adults born in the ’80s and early ’90s—have a sense of entitlement in the workplace and “seem not terribly bothered,” says this article’s writer, by the pervasive job insecurity in the U.S. “[M]illennials have a different style than the older generation,” he says, and he quotes a Euro RSCG survey in which 73 percent of millennials believe hard work is key to achievement. Says ERWW PR’s Marian Salzman: “These kids feel they’ve mastered step one and are ready to come in as a junior executive.”

Beware Brand Obama

By Marian Salzman, May 13, 2011

Marian Salzman, who as a marketer sees herself as a campaign manager for the brands she works with, thinks of Obama and Osama as brands. She believes the Obama brand got lost when he was elected because of all the polarization in D.C. Then there was the killing of Osama—“the most ‘presidential’ thing he has done since taking office,” she says. The photo of him in the situation room that evening made her remember why we elected him, saying it brought back “Yes, we can,” but “with much more of a badass twist. And just like that, the dialogue began to shift.… Because suddenly, we believe in Obama all over again.”

“Sex Trendspotting” Lands Euro RSCG Durex PR Account

By Arun Sudhaman, May 1, 2011

Around Valentine’s Day, @erwwpr released a white paper based on Euro RSCG data about love and sex in the social media age. Because of this and trendspotting based around it and strong capabilities, plus the fact that parent company Euro RSCG is Durex’s ad agency of record, says Durex senior brand manager Alan Cheung, the company assigned U.S. public relations duties to @erwwpr. The agency will focus on driving buzz and consumer engagement.

Future Scope: Marketing
WordBuzz: Hetail

By the Futurist, May 1, 2011

The World Future Society picked up on our coinage of “hetail” (in other words, marketing to the mainstream male consumer)—from a blog post written by Karina Meckel, senior vice president and director of strategic planning, Euro RSCG Worldwide PR, North America. Says the future-looking group about male consumers today: “Men want to feel cool when they shop, and they need the experience to be convenient, whether online or in stores.”

PR Could Use and Is Prepared to Welcome a Few Good Men

By Marian Salzman, May 1, 2011

After almost 25 years in the agency world, Marian Salzman began wondering whether public relations needed a gender reboot. “[I] have happily watched my own agency emerge in an increasingly female industry—then maddeningly forgotten that best-in-class performance means two must tango,” said the CEO of PR Operations, North America at ERWW PR in this bylined piece, which notes that more men have been joining PR agencies recently, often in the digital space, and that men still occupy many of the top spot. Gender parity, Salzman adds, is needed to “[elevate] ourselves and our trade to its most influential place in the new world order.”


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