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Waggener Edstrom Explains Its New Content 2.0 Strategy

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We believe that content is our future; it’s already leading the way.

A major firm launching its own related studio/operation isn’t necessarily earth-shattering news at this point, especially since the big names have reached a sort of consensus regarding the value of original content creation in differentiating one’s services.

Yet the trend continues to evolve. Waggener Edstrom is the latest firm to announce the roll-out of its own full-service offering under the Content360 heading.

We recently spoke to WE advisor/project manager Hava Jeroslow to get some perspective on what makes Content360 different.

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Spin the Agencies of Record

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APCO Worldwide and StrawberryFrog are collaborating to get people to stamp their passport to the sunny beaches of Albania. According to the news in Argophilia Travel News, the two firms will cooperate for “developing and deploying international ad and marketing campaigns geared to boost knowledge of Albania and the country.” BTW, if you were standing on the stiletto heel of Italy, look east, and there’s Albania nestled besides Greece. The Adriatic Sea is quite lovely this time of year.

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Rap Genius Co-founder Resigns After Disturbing Comments on Elliot Rodger’s Manifesto

RodgerWhen human beings do unspeakable things to their fellow man, society’s need to understand why such things happen often leads to mass speculation and a sort of fascination with the persons who commit these violent acts. As such, manifestos, journals, and other windows into the minds of such people are often widely shared and discussed. The manifesto of Elliot Rodger — who murdered six people in a shooting rampage near Santa Barbara, CA on Friday — is no exception.

Mahbod Moghadam, co-founder of annotation website Rap Genius, felt compelled to not only read Roger’s hate-filled manifesto, but to use his company’s website to leave comments and notes about the parts of the text he found most interesting. Most unfortunately, those comments were, for the most part, insensitive at best and deeply disturbing at worst. Read more

Spin the Agencies of Record

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  • MWW will serve as PR AOR for Bowlmor Lanes and Golfsmith International. Golfsmith will look to MWW to amplify its upcoming Fathers Day and “Anything for Golf” campaigns in addition to new store openings while the firm will guide general communications for Bowlmor while also creating a spring campaign to highlight the fact that the game equals “America’s Saturday night activity”. (The first half of that equation is “beer+pizza+bowling…”)

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Ketchum Partners with Zito to Launch Financial Communications Service

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New Jersey’s Zito Partners has partnered with Ketchum to create a “strategic alliance” offering specifically targeted at financial institutions and other organizations looking for help on related communications fronts.

Ketchum Zito Financial will combine Zito’s collective expertise with that of the Ketchum financial communications practice to offer very specific services related to:

  • Board issues (composition, investigations, share prices)
  • Transactions (mergers, IPOs, etc.)
  • Earnings Reports (and related messaging strategies)
  • Research (studies/surveys relevant to investors)
  • Media Relations

Founder Bob Zito brings a history to the role: before starting the firm, he served as EVP of the New York Stock Exchange and a member of its management committee. Previous positions include VP of corporate communications at Sony and CCO at Bristol-Meyers Squibb.

He also happens to be a former Ketchum client–a fact that might, in part, explain the ease with which this partnership developed.

Spin the Agencies of Record

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  • Hotwire PR will serve as AOR for Indeed, America’s top job search site. The company plans to run its first global brand campaign in the UK before expanding it to other markets next year, and Hotwire will join creative agency Mullen and media agency Mediacom in working with the internal Indeed marketing team to help promote the spots, titled “How the World Works.”

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Spin the Agencies of Record

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  • New York Giants running back Rashad Jennings looked south for communications services, choosing French/West/Vaughan as his agency of record. F/W/V will help Jennings develop his personal brand and “maximize his business opportunities” via sponsorships, marketing initiatives, etc. Interestingly, Jennings is a health nut on a gluten/casein-free diet who also enjoys motivational speaking, performing magic tricks and playing the guitar.

Now who wants Johnny Manziel?!

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Spinning the Publicis/Omnicom Breakup

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You all know that what would have been history’s biggest Power Rangers-style mega-merger officially fell apart last night.

Billions of dollars lost, various executives brought down to Earth, and several very large firms affected–not to mention our friends on the ad side of things.

The biggest question of the day, however, is: how did they spin it?!

Let’s find out after the jump.

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Why More Firms Are Hiring Journalists As Content Strategists

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If you read this blog (or any other) regularly, then you’ve almost certainly noticed lots of recent reports that seem designed to create a few new creases in your average journalist’s brow.

Reporting may have scored a small victory in moving from America’s worst job to its second worst job for 2014. But whether it’s a failure of media salaries to keep up with inflation or a study revealing that fewer people now say they want to write news for a living, there’s plenty of evidence that journalism still hasn’t quite decided what it will look like ten years from today.

Firms know this, of course–and they’re responding in turn. For example, in order to address the communications industry’s focus on content, content, content, San Francisco agency Bateman Group recently hired former USA Today tech writer Scott Martin while promoting veteran journalist and content practice leader Elinor Mills to VP of content and media strategy.

We asked Martin and Mills for their thoughts on the state of the media and the hack-turned-flack phenomenon.

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Publicis/Omnicom Merger Looks Less Likely Than Ever

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If you were at all concerned about the pending holding company merger and the effects it might have on your business, you can join the principals at WPP in resting a little easier today. Analysts now say the chances of Publicis and Omnicom joining forces to win every account ever are less than even.

Earlier this weekWPP‘s Martin Sorrell gleefully told Reuters–via a little birdie–that the deal was about to fall through. Yesterday, The Wall Street Journal reported that analysts at Albert Fried had lowered the official odds to 40% (the previous number was 66%) while downgrading  the theoretical stock price from $70 to $56.

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