Spinning the AOR is a marathon, not a sprint:

ASICS America, designer and manufacturer of athletic footwear, apparel and accessories, has selected Allison+Partners as its public relations agency. A+P will promote the company’s product launches, events and sponsorships as well as its cause marketing initiatives and its legacy-inspired Onitsuka Tiger collection of shoes and apparel. (If that left you breathless, wait until the next sentence):

The agency will also implement a national campaign incorporating athletic, business and consumer-focused media relations, awards and road tests, in addition to celebrity and influencer relations tied to numerous sponsorship opportunities including the New York City and Los Angeles Marathons.

Wellies Well, Well:

Hunter Boots, the UK’s leading wellington brand, recently launched a new global Facebook campaign from global social media agency We Are Social.

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Results from the 2011 Cone Online Influence Trend Tracker are out, with the research finding that 80 percent of people will change their minds about making a purchase after reading a negative review online. Last year, that figure was 67 percent.

“Today’s marketers, no matter the product or service, must learn how to sway the conversation by connecting with those who have significant influence over their peers and will champion the brand message, said Cone president Bill Fleishman in a statement.

Eighty-seven percent of respondents also said they could be convinced of a purchase after reading a positive review.

Cone attributes the findings to a few factors including widespread access to the Internet, growing smartphone use, and the increased likelihood that consumers will seek out more information before making a big purchase because of tighter budgets. The Trend Tracker found that customers are 25 percent more likely to do online research before making a big purchase than last year.

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