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Posts Tagged ‘Shift Communications’

10 Pointers for Navigating the Measurement Maze

High Line Punctuation Sculpture FinalSince measurement is such an integral yet complex part of PR and social media, it has merited an entire week of events in New York. Cision Vocus is hosting morning sessions as part of AMEC Measurement Week 2014. PRNewser is following suit with the continuation of a multi-part series on the topic with featured event speakers. Recently we explored measurement’s future with Rebekah Iliff of AirPR and with Peter Himler of Flatiron Communications.

Now we’re reporting on yesterday’s presentation with Mark Schaefer, author and founder of Schaefer Marketing Solutions as well as a panel moderated by Himler that included Heidi Sullivan of Cision Vocus, Shonali Burke of Shonali Burke Consulting, Chris Penn of Shift Communications and Sharam Fouladger-Mercer of AirPR. They had different takes on various aspects of measurement and metrics, as captured in selected comments:

1. Measure or perish:

In response to those who say you don’t need to measure social media: There’s an implied value to everything and you’d better measure it. (Schaefer)

2. Re-focus on dual value:

Much social media value that’s created is qualitative, not quantitative. Intangible business benefits include building worthwhile relationships and increasing brand awareness. We spend too much time on spreadsheets, not on the human pulse of social media. (Schaefer)

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Spin the Agencies of Record

walnutz

  • Edelman will be PR AOR for the California Walnut Board and the California Walnut Commission, effective September 1. Edelman will handle all PR and social duties for the organization, which was previously known as the Walnut Marketing Board; the org was established in 1948 to represent the state’s walnut growers and handlers. Edelman will focus on raising awareness of the walnut’s “robust health benefits and innumerable culinary applications” (love that one) and protecting its reputation against its sworn enemy, the hazelnut.

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New SHIFT Communications EVP Scott Monty on the Future of PR

ScottMontyWe’ll make a wild guess and assume that, if you work anywhere in communications, you heard the big news this morning: Scott Monty, former head of social for Ford Motor Company, joined Boston-based SHIFT Communications as EVP of strategy (he even has his own URL).

The announcement received mentions in trade pubs from Adweek to Automotive News and even inspired a bit of good-humored hashtaggery:

Scott elaborated on the #MontyDecision on his personal blog this morning, but he and SHIFT CEO Todd Defren also talked to us about the logic behind the move and their shared vision for the future of the comms industry.

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Spin the Agencies of Record

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Boston/New York/San Francisco-based SHIFT Communications will be the primary AOR for Whole Foods Market in Northern California.

SHIFT’s biggest role will be regional media engagement, but the firm will also manage community initiatives and events which we hope will include local beer tastings (because everybody loves those).

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Roll Call: GolinHarris, CP+B and SHIFT

GolinHarris announced the promotion of Adam Pawluk to executive creative director in its New York office. Pawluk will continue serving key clients, such as Unilever, Vivus, GSK, and Digicel. He will also play a key role in new business development and continue to lead the creator community for the office. Creators are integral in the agency’s g4 model, charged with developing bold and innovative ideas and creating effective content. Prior to joining GolinHarris in 2008, Pawluk served as vice president at Ogilvy Public Relations and Ketchum working on a number of healthcare and consumer accounts. (Release)

CP+B has welcomed three new creative directors to its Boulder office: Sesh Moodley, Matthew Elhardt and Avital Pinchevsky. Moodley arrives from AKQA, where he spent nearly a year as creative director in the agency’s San Francisco office. Prior to AKQA, Moodley has had a variety of global stints, spending several years as a senior creative at the Sydney offices of both Leo Burnett and Lowe and as a CD at Naked Communications. Elhardt, a 20-year industry vet, has freelanced as a variety of agencies ranging from TBWA\MAL to W+K but has also served as a CD proper at TBWA\Chiat\Day itself as well as Carmichael Lynch and 180LA. Finally, Pinchevsky arrives from DDB South Africa, where she spent the last 18 months or so as creative director on McDonald’s. During her career, she’s also served as an ACD at BBDO New York and as a copywriter at Y&R Tel Aviv. The new hires will all work across accounts in their roles at CP+B. (AgencySpy)

SHIFT announced that it has named Paul Ollinger as president of the company. Spending the last 15 years in executive and advisory roles, Ollinger most recently served as vice president of sales for Facebook’s west region. Ollinger has a rich background in social media marketing and technology. In 2007, Ollinger joined Facebook as one of its original 250 employees and focused on business and sales growth. As vice president of sales for Facebook’s west region, Ollinger and his team designed and implemented social marketing strategies as the space grew through its formative years and matured into a powerful opportunity for businesses of all types. Prior to joining Facebook, Ollinger worked in sales and business development roles at LAUNCH.com and Yahoo! Ollinger will continue to serve as an advisor to startup companies 8tracks and LeanKit. (Release)

Roll Call: SHIFT Communications, allen & gerristen, The Halo Group and More

SHIFT Communications announced the addition of Pete Buhler as creative director. Buhler will be tasked with building the agency’s creative department and expanding SHIFT’s creative offerings. Buhler will grow the creative division internally, ensuring SHIFT’s creative assets align with the agency’s integrated marketing and PR offerings. He brings a wealth of creative experience, including a five-year stint at Cone Communications where he successfully built a creative team from scratch. (Release)

Andrew Graff, CEO of Boston’s allen & gerritsen (a&g), and Tim Reeves, CEO of Philadelphia’s Neiman, announced a&g’s acquisition of Neiman. The agencies are joining forces to provide enhanced value for their clients, and a new destination for innovation-oriented U.S. marketers. The combined agency will operate as allen & gerritsen, with nearly 200 employees in flagship offices in Boston and Philadelphia. The agency’s corporate headquarters will be in Boston, and its innovation R&D unit will be centered in Philadelphia. (Release)

The Halo Group announced that John Lynch has joined the Halo media team as search engine marketing and optimization strategist. To bolster the agency’s capabilities in this area, Lynch will be supporting Michael Pierre, senior vice president, Media Services, in the development, implementation and reporting of search marketing and optimization strategies. Prior to joining Halo, Lynch had been the source of several successful, revenue-generating search programs for leading brands including Gannet, USA Today, Careerbuilder.com, Apartments.com, American Public University System and American Hospice. He is a graduate of New York University. (Release) Read more

Spin the Agencies of Record

Some are born great, some achieve greatness, and some hire public relations officers. – Daniel J. Boorstin

Maroon PR announced the addition of two new clients to its growing roster consisting of national sports brands, nonprofit organizations, restaurants and other growing businesses. In addition, the firm is celebrating the seven year anniversary of its founding by PR vet John Maroon on April 3, 2006. The two new clients now working with Maroon PR include Hero Rush and Catholic Charities of the Archdiocese of Washington.

Any sufficiently advanced technology is indistinguishable from magic. – Arthur C. Clarke

SHIFT Communications announced today the expansion of its technology business with the addition of new clients Axceler, Bigcommerce and IntelliResponse.

Axceler, an expert in governance for collaboration in the social enterprise, has chosen SHIFT as its agency of record to raise the company’s profile beyond its current Sharepoint audience and to highlight Axceler’s growing abilities around enterprise collaboration. Leading e-commerce platform Bigcommerce, which provides everything needed to create a successful online store, brought SHIFT on board as its agency of record to heighten its visibility in the North American market and related business press, as well as help to drive leads to its site.

Additionally, virtual agent technology solutions provider IntelliResponse has tapped SHIFT to help build awareness of the company in order to drive sales and increase relationships with industry influencers.

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Will PR Really ‘Rule Native and Social?’

Today in No, We’re Not Tired of This Debate Yet news: Phil Johnson, CEO of PJA Advertising, wrote a story for AdWeek arguing that the whole “moving into creative” trend means that “savvy PR firms” can and should steal social media and native advertising opportunities away from their competitors in the ad and marketing fields — and that those other guys will need to imitate the PR model in order to keep up.

Johnson writes that “forward-thinking public-relations firms have been more adept than advertising agencies at grasping the strategic implications of content marketing”. In making this point he cites recent moves by Edelman and Weber Shandwick as well as Digital Influence Group, “a full-service digital marketing agency with social media at the core”, and Shift Communications, which has been bullish on social for some time.

He also thinks that PR firms have an inherent advantage because native advertising “is conceptually the same as placing press releases that look like independent journalism.” Hmm…

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What Does The New Facebook Feed Mean for Brands? 5 Takeaways

In case you spent all day yesterday hiding under a rock, Facebook unveiled its brand new revamped news feed model. During the press conference, CEO Mark Zuckerberg said he wants the network to double as the world’s best “personalized newspaper”. We think we just heard the entire Internet issue a collective groan.

And now for the inevitable follow-up question: where’s the outrage? The public has yet to render a judgment, but so far the word on the changes from the brand/advertiser side appears to be cautiously positive! In fact, the new setup might be better for brands and advertisers. How so?

Well, the biggest change for the new feed is more, bigger pictures. This is in keeping with the PR/marketing industry’s increasing focus on visuals over text when driving audience engagement.

Our conclusions on what this change will mean for brands, marketers and PR teams:

1. More pictures and video: This is a bit of a no-brainer: we’ve been moving in this direction for some time. This larger shift means that ambitious PR pros should work on developing their design skills and portfolios.

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Spin the Agencies of Record

Toyota Shifts AOR Gears…

SHIFT Communications announced that Toyota has selected the award-winning firm as its primary PR agency in the Northeast Region, which includes New York, New England, Washington, D.C., and the mid-Atlantic states. The firm will also play a lead role in strategic planning for the brand, driving earned media with mainstream and social media outlets, and highlighting the motor company’s philanthropic and community relations programs.

“Toyota is a brand with deep roots in innovation,” said Todd Defren, CEO of SHIFT Communications. “That forward-thinking mindset is incredibly synergistic with SHIFT’s approach and we look forward to working closely with the team at Toyota to bring that same level of innovation to its communications.”

Two for One AOR…

The Morris + King Company announced that it has been retained by Arby’s Foundation, an organization dedicated to ending childhood hunger in America. Over the past 25 years, Arby’s Foundation has donated over $52 million to various charitable causes across the country. Their recent partnership with Share Our Strength’s No Kid Hungry Campaign is working to bring meals to more American children than ever before.

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