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Ogilvy

2012’s Top Chinese Social Media Branding Stories

Nike ChinaCapturing the Chinese market is every marketer’s dream. More than a billion potential customers in a newly open society that continues to grow more and more infatuated with brand-name goods? We can certainly see why everyone’s so interested.

So what are the world’s largest companies doing to familiarize the Chinese public with their products? Well, 2012 found them executing a lot of sly promotional campaigns via social media. Jeremy Webb (@thepekingorder), co-lead of Social@Ogilvy Beijing, recently provided us with his list of the year’s top 10 brand posts on Weibo, the Chinese micro-messaging equivalent of Twitter. It’s a fascinating list that shows us how PR/marketing practices in China are quite similar to those in the Western world.

In fact, we’d say that speedy, topical posts offering clever takes on the day’s “water cooler” topics are even more valuable in China than in the United States. Take, for example, the year’s most-shared post, which predictably concerned the Summer Olympics: It’s a Nike ad with a message about fairness, indirectly referring to the fact that many Chinese citizens believed the London judges to be biased against Chinese athletes.

Damage control is important in China, too:

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Roll Call: Ogilvy, RF Binder, Plantronics

Ogilvy Public Relations named Ogilvy PR veteran Tara May general manager of the Denver office and appointed Kabira Hatland director of client service for OgilvyEarth, expanding its local team. May began working in Ogilvy PR’s Washington, D.C., office in 1992 as part of the Public Affairs practice and recently spent five years at Feinstein Kean Healthcare, an Ogilvy subsidiary, where she directed accounts for a range of health science organizations. Hatland joined the firm in 2011 and focuses on corporate and environmental communications. Prior to her time at Ogilvy PR, Hatland was a principal at Clarus Communications, working with clients in the consumer product and hospitality sectors. (Release)

RF|Binder announced that Linda Perry-Lube has joined the agency as chief digital officer. Perry-Lube, an experienced digital strategist who previously served as the first-ever chief digital officer for the American Museum of Natural History, will lead RF|Binder’s Digital Strategy Group. In addition to her work at the American Museum of Natural history, Perry-Lube also brings experience from Microsoft, Ford Motor Company and Online2000, a business consultancy practice she founded. (Release)

Plantronics, Inc. named Genevieve Haldeman vice president of global communications. Haldeman will be responsible for driving the communications strategy worldwide, guiding executive communication and setting the strategy for public/analyst relations and social media engagement. She will work closely with Plantronics leadership on new efforts to reach business and consumer audiences. Most recently, Haldeman was vice president of global communications at Webroot, a software company that provides Internet security solutions for consumers and small and medium businesses. (Release)

Can PR Firms Help ‘Sell’ Obamacare?

A recent story in The New York Times detailed the state of California’s efforts to lead the nation in implementing 2010’s Affordable Care Act (better known as “Obamacare”)—and helping citizens make the most of a changed health care system.

Tucked inside the article was a very interesting tidbit that has gained attention in the past few weeks: The state hired Ogilvy PR Worldwide to help promote the law through various channels including pop culture institutions like reality TV‘s “The Biggest Loser” and top scripted shows like “Modern Family.” But how will these efforts work? And how will the state gauge their success?

The Affordable Care Act presents a considerable PR challenge, because it remains controversial despite the fact that most of its key elements are extremely popular among Americans of all political stripes (oh, the horrible irony). The question: Can California’s pop-culture approach to selling the ACA succeed where the Obama administration’s own messaging efforts have failed to break through our nation’s partisan divide?

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What Will ‘The Future of Storytelling’ Look Like?

Charlie Melcher has been upending traditions and expectations in the publishing industry for more than 25 years. He first broke onto the scene in a big way with Madonna’s notorious “SEX” book, and his company Melcher Media published a string of successful titles ranging from Eminem’s autobiography to Al Gore’s “An Inconvenient Truth” before Melcher was forced “out of [his] comfort zone” in 2009 by a market that continues to push the industry in a digital direction.

Melcher Media’s first significant digital project was creating an app tie-in to Gore’s most recent book, “Our Choice”. After the app ruled the iTunes store for a few weeks and received both a David Pogue write up in The New York Times and a design award from Apple, Melcher became more fully invested in the idea of “reinventing the book for the digital age” and turning traditional narratives into multi-media experiences.

Melcher has some big ideas about the future that extend well beyond the world of traditional publishing and into the basic practice of storytelling, or the human desire to share and re-share personal narratives that touch us, move us, and even infuriate us. This Friday, October 5th in New York’s Snug Harbor, Melcher Media will host a one-day summit titled “The Future of Storytelling” to begin the complex task of turning those ideas into reality—and you’re invited.

This won’t be your conventional media gathering;

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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

Peters Moves from Edelman to Ogilvy

In a surprise get, Ogilvy PR announced today that Susan Peters has joined the agency’s Chicago office as executive vice president of consumer marketing after a stint at Edelman.

Peters began her new role on Tuesday, September 4, reporting to executive vice president and consumer group director Liz Van Lenten. The part she plays in company operations will be twofold: She will provide counsel to existing clients while seeking “new business development opportunities.” She will also expand the “agency’s Midwest presence in the consumer space.”

Peters, of course, has a long history in the PR industry: Read more

OgilvyEngage Launches

Ogilvy Public Relations has launched OgilvyEngage, a practice focused on getting consumers to change their habits in response to socially responsible public health and safety programs. Actions can include something as personal as taking medication according to a doctor’s prescription.

“A company can deepen its relationship with its customers by supporting them in such actions as managing their healthcare, developing better nutrition habits, and protecting their homes and their assets. It’s good for the customer and society and that makes it good for the business,” said Ogilvy PR CEO Christopher Graves in a statement.

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Ogilvy PR Adds Mexican Tourism Account, Makes Staff Cuts in New York

Ogilvy PR has been chosen as the AOR for the Mexican state of Sinaloa, an area on the Pacific Ocean. Ogilvy will work to promote the area as a tourist destination and as a foreign investment option. In addition, the firm will work to “[protect] its brand from external criticism,” according to the press release announcement.

There was news today that the U.S. Treasury Department’s Office of Foreign Assets Control has imposed sanctions on Jesus Reynaldo Zambada Garcia, who is described by the Wall Street Journal as a “a key operative in Mexico’s Sinaloa drug cartel.” CNN characterized that cartel as “one of Mexico’s most powerful drug trafficking organizations” last Friday.

Ogilvy’s media influence team in New York will lead this account.

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Ogilvy Adds Two Execs to the Digital Practice

Ogilvy PR has added two executives to the 360 Digital Influence practice: David Brooks as SVP and Geoffrey Colon as VP.

Brooks was previously the director of digital strategy at Burson-Marsteller and Proof Integrated Communications and has worked with clients including Kraft and JPMorgan Chase over the years. Colon joins from Splendid Communications where he led digital teams here, in London, and in Sydney and worked with clients like Spotify and Topshop.

The firm has made a number of hires in the group over the past year or so, including Tom Deluca last month, Jose Martinez Salmeron earlier this monthMaury Postal as digital experience director this summer, and Dirk Shaw in early 2010.

Study: Social Media Makes People Eat, Spend More At Restaurants

Ogilvy‘s social media practice, 360 Digital Influence, partnered with ChatThreads BrandEncounter to study the impact that social media exposure had on 404 restaurant consumers. The study looked at how social media activity impacted the amount people ate, how much they spent, and their attitudes before and after the study was conducted. (The study was done at various time periods between January 20 and May 6.)

Result: Social media is one more reason why you’re fat.

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