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Posts Tagged ‘Stuart Elliot’

The Next Chapter in the ‘PR vs. Marketing vs. Advertising’ Debate Is Here

Obvious statement of the day: the debate over who “owns” content marketing, native/paid media and social will only heat up in the months and years to come as agencies fight (politely) for clients’ money. But the latest chapter in this timeless face-off appears to be unfolding in record time.

First comes news that big-name ad agency McCann Erickson will significantly expand upon a unit it founded last year to exclusively tackle social media projects. The unit, now called “McCann Always On” (get it?), will “[build] social media-centric marketing plans” rather than just managing clients’ pages and feeds in an attempt to back up the agency’s “sure, we can do that!” claims.

This announcement follows a telling New York Times article by advertising specialist Stuart Elliot, who reported that a growing number of ad/marketing copywriters have mastered the subtle art of “LOLspeak” as their agencies integrate more social content into client campaigns.

On the PR side, Weber Shandwick just announced its plans to expand upon the traditional definition of a PR firm by launching a new content-focused unit called MediaCo.

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‘Sponsored Content Marketing’ Is Coming Soon to a TV Near You

We’ve all heard a whole lot about sponsored content/native advertising lately, but the movement is only gaining steam. Now major TV networks and niche channels are joining blogs and traditional print newspapers and magazines in moving toward the “sponsored content” model. Since many argue that content marketing and PR are one and the same, this shift could create even more opportunities for ambitious multimedia firms.

Here’s how it will work: in order to get viewers to actually, you know, watch ads instead of going to the kitchen for some dip or fast-forwarding their TiVos, The Food Network, The Travel Channel and others will partner with brands (and agencies) to create commercial spots and campaigns tied to popular programs and personalities. For example, Stuart Elliot of The New York Times notes that Don Wildman, host of shows like Off Limits and Mysteries at the Museum, created a series of promos for the Land Rover that fit quite nicely with the programs themselves. Here’s one:

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Men’s Fashion Finesse on the Event Stage

Awards shows aren’t the only venues where one can make a fashion statement. While conferences don’t feature red carpet entrances, the corporate event stage still represents a prime occasion for speakers to display their sense of style.

With more attention being paid to female executives’ wardrobes, our focus today is on their male counterparts. A recent New York Times article pointed to the rise in men’s fitted suits, but colorful accessories or footwear can also attract notice. Nowadays, almost anything to draw the audience’s gaze towards the stage instead of their mobile devices amounts to a good strategy.

We’ve compiled six examples based on New York-based events we’ve covered this year at which some element of the presenters’ attire was as buzzworthy as their performances.

Well Suited: Oakland Athletics general manager Billy Beane (left) sported a gray suit during an Internet Week talk in June. We couldn’t help but think that since Brad Pitt portrayed him in the movie Moneyball, he’s always got to look his best in public (though the actor himself seems to have stopped trying).

Pumpkin Power: Nothing conveys leadership like a bright crewneck sweater, since hoodies now are cliché. That must have been Google executive chairman Eric Schmidt’s view when he wore an orange pullover to an October appearance at the 92Y. As his interviewer, Kara Swisher, remarked, “By the way, I’ve got to tell you that you rock in that pumpkin [colored] sweater!”

In Mufti: Former (and perhaps future) TV show host/sportscaster Keith Olbermann wore blue sneakers to an April evening event at the Paley Center for Media. Sneakers were a smart choice that day, since he filed a lawsuit against Current TV, his former employer, then attended a New York Mets game and appeared later at the Paley Center. When you’re so busy, you need comfortable footwear.

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Ogilvy’s MediaXchange Mixer Was a Blast

This week the people of Ogilvy PR’s Media Influence group did a bit of what they do best: hosting an informal get-together for representatives from some of New York media’s biggest brands and inviting your humble editor along for the ride!

The third quarterly MediaXchange event took place at the East Side’s Club A Steakhouse, a restaurant known for its prosciutto-wrapped asparagus, its low-light atmospherics, and the strategically placed mirrors that make its upstairs lounge area look even more spacious than it actually is.

The event included representatives from The New York Times, The Wall Street Journal, Time, Fox News, Fast Company and more, and its main concerns were networking and discussing the shifting influence of “traditional” media on the national conversation.

Jennifer Risi, EVP of Ogilvy Media Influence and director of content creation, explained the purpose of the series: “Despite the emergence of social media, events such as the MediaXchange series are proving to be an invaluable forum for promoting the stories of our clients and establishing lasting connections with key influencers.  The informal setting fosters an ‘old school’ environment where we are able to promote, share and collaborate with some of the leading reporters and conference organizers in the industry today.”

There was indeed quite a bit of healthy fraternizing going on: Read more

PepsiCo’s Frank Cooper On New Campaign: ‘Surprising How Much Emotion Is Tied To The Super Bowl’

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Pepsi officially launched their Refresh Everything Project today, a marketing campaign that will dole out more than $20 million over the next year to fund consumer generated ideas that people “believe will make an impact on their communities.”

In an interview with PRNewser, PepsiCo Chief Engagement Officer Frank Cooper said the campaign signals a “time to re-launch the brand.” Cooper spoke at the opening press conference for Social Media Week New York this morning, of which PespiCo is a major sponsor.

While the overall campaign launched in 2009, “this year it was time to actually walk the talk” in terms of social media, Cooper said, while making the point that the Refresh Project is “more about a movement than a singular moment.”

Speaking of singular moment, the brand made big waves last month, when they announced for the first time in 23-years Pepsi would not advertise in the Super Bowl.

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