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Posts Tagged ‘B.L. Ochman’

Burson Digital MD Gets It Wrong on Old Spice Campaign

It’s apparent that things move a lot quicker in the media these days, but according to one PR executive, things should move equally as fast when tying a social media campaign to direct sales.

In a blog post, B.L. Ochman, managing director of emerging media for Proof Integrated Communications, the digital marketing arm of Burson-Marsteller, said the recent YouTube update to the Old Spice “The Man Your Man Could Smell Like” campaign “reeks,” because “it has no follow-up” and hasn’t driven sales.

“…you can’t eat, or pay bills with awareness. You gotta sell product,” she wrote. As many have pointed out to PRNewser, here are a few areas where Ochman is wrong.

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SF Mayor New Media Advisor Follows Comm. Director To Burson Marsteller


Brian Purchia has left his post as Deputy Communications Director and Tech Advisor for San Francisco Mayor Gavin Newsom to join Burson Marsteller’s digital arm, Proof Integrated Communications.

Newsom’s former communications director, Nathan Ballard, joined Burson to run their San Francisco office just a few weeks ago.

“Brian’s done genuinely innovative work and helped open up San Francisco government,” Craigslist founder Craig Newmark told the San Francisco Chronicle today.

In addition, Michael Beno has also joined Proof as a director. He was most recently with Ruder Finn. Proof hired B.L. Ochman as its managing director in January.

For those keeping score at home, so far this year B-M has hired a new digital employee once every ten days.

How To Get a Job In Social Media: Burson-Marsteller


We’ve noticed that in the advertising and public relations industries, agencies are increasingly on the lookout for professionals experienced in social media. We can argue the merit of who has social media expertise and who doesn’t later. For now we want to know: what are agencies and their clients looking for in this burgeoning field?

Over the next few days PRNewser and AgencySpy will run interviews with major agencies seeking social media hires. These are not exhaustive interviews, just 10 quick questions aimed at peeling the lid back. Hopefully the questions we asked will help you guide your career path, if social media is part of it. Today we have an interview with Jay Leveton, CEO of Proof Integrated Communications, a subsidiary of Burson-Marsteller.

What are the core skills of the social media staffer?

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Why Do Only Three of Fortune 10 Co.’s Have Social Media on Their Homepage?


It’s a question asked by B.L. Ochman, blogger and Managing Director of Emerging Media at Burson-Marsteller’s Proof Integrated Communications.

Ochman took a look at the homepages of the Fortune 10 and found that only Walmart, Ford and Conoco-Phillips have links to corporate outposts on social media sites.

While Ochman expressed discontent that these companies may be leaving social off their homepage for all the traditional reasons: legal advising against it; worries about “losing control” of the brand, companies should also stick to the basics.

A review of corporate newsrooms by Jakob Nielsen, “the guru of Web page usability” according to the NY Times, the number one reason a journalist visits a corporate Web site is to locate a PR contact (name and telephone number).

Burson-Marsteller Subsidiary Proof Digital Media Hires B.L. Ochman


Digital marketing and communications agency Proof Digital Media, a subsidiary of Burson Marsteller, has hired blogger and “internet strategist” B.L. Ochman as Managing Director. She is crowd-sourcing her actual title via her blog.

“My particular brand of ignorance is very much in demand, and headhunters had been ringing me up in droves lately. Hiring long-time independent consultants is part of a fast-growing trend among agencies,” said Ochman in a blog post. As a solo practitioner, Ochman has worked with clients including IBM, McGraw-Hill, American Greetings, Ford Motors and Simon & Schuster.

She will report to Proof Digital CEO Jay Leveton. “Clients are scrambling to incorporate social media into their marketing, and yet there is a dearth of consultants and agencies that actually walk the walk and have case studies to prove it,” said Leveton in a statement.