Susan Bean, EVP of MMC’s Creative Catalyst Group, moderated a panel at the 2014 Holmes Global Summit proclaiming that content, delivered through earned media, is now at the center of brand communication, and laid out a future where strategic use of paid media will amplify earned.
Her opening remarks for the panel, which included Jeff Pyatt from Outbrain and Olivia Herron from Curalate, are below:
The topic of our panel today is the “Hidden Power of Earned”. So let’s start with a fundamental question: What does “earned” mean in today’s world? What are the opportunities for our discipline in a media landscape where earning the consumer’s attention is increasingly the ONLY way to reach them.
Now, earning attention for the companies and brands we represent has always been at the heart of what we do in PR. Our legacy core competency has always been to look at the story a client has to tell and consider the value proposition for all of the possible messengers of that story, to create the context where the brand’s story becomes relevant. The other area in which we’ve always excelled is navigating, and frankly manipulating a complicated media landscape.
So when you consider the splintering of the media landscape in the past 20 years with the decline in the power of push advertising, where all media has essentially become permission based media…that’s a world in which we should WIN.
After all, it’s certainly not a world in which our friends in advertising naturally thrive. They’ve never had to create a context in which their messages earn people’s attention. And let’s face it, consumers have become experts in how to avoid advertising; they time shift past it. They customize everything they see to avoid it and no matter what mechanism the media buyers come up with next, they will figure out a way to get to that little red X to avoid content they don’t want to see. But earned content is the content they’ve opted into…the conversation they want to be a part of.
Earned storytelling also creates its own distribution engine. Because earned media – by its nature – travels on the power of what’s interesting to people. Yet, if we’re honest, we all know that PR is still struggling to claim its rightful place in the new media landscape.
And that’s what we want to address in this panel. That we are in a fundamentally DIFFERENT business than we were 10 years ago…even five years ago: we are now in the direct-to-consumer communication business.
So we need to become the creators of the earned content people engage with and experts in navigating an INTEGRATED media landscape, in which content, social, influencer…and yes, traditional media all create an echo chamber that uses multiple channels to create a shift in belief. A world where, instead of being the “amplifier” of advertising, earned media is at the center of brand communication and we are the masters of a new media universe in which strategic use of paid media… amplifies earned.
Image Courtesy: PR News
Two members of the MMC team have been named PR People Awards Finalists by PR News.
Amber Meredith, Deputy Director, Consumer Group, is a finalist for Agency Account Manager of the Year. Meredith’s expertise is in strategic and creative brand building as well as her strong client management skills. Recognized as an insightful collaborative leader on integrated agency teams, she has a passion for developing high-impact brand programs with paid, earned, owned and shared components that drive business results and deliver ROI.
Ronna Waldman, Vice President, Media Specialist, is a Media Relations Professional of the Year finalist. With a background in national broadcast television, Waldman possesses a strong knowledge of the kind of stories and assets media require. She marries these insights to client programs to create strong messaging with inherent news value.
Both Meredith and Waldman will be honored at PR News’ PR People Awards Luncheon in Washington, D.C.
Image Courtesy: The Holmes Report
MMC has been ranked in the Top 10 of The Holmes Report 2014 Global Creative Index.
Candidates are decided based off of The Global Creative Index, which analyzes entries and winners from twenty-five other PR programs worldwide. The scores are then weighed via the Holmes Report formula. The ranking also takes into consideration each agency’s staff size. The Global Creative Index creates a “points per head” calculation which helps identify the most creative PR agencies in the world.
The 2014 ranking is the third annual analysis of creative excellence in the PR industry.
The Holmes Report stated, “The organizations and firms featured here should be commended for their commitment to breakthrough thinking. Ultimately, we hope that this report, in particular the work it showcases, helps to elevate and inspire.”
To read more about The Holmes Report 2014 Global Creative Ranking, visit http://www.holmesreport.com/news-info/15543/Unity-And-Ogilvy-PR-Retain-Top-Spots-In-2014-Global-Creative-Ranking.aspx
MMC is sponsoring a panel at the Holmes Global Summit on October 29th on The Hidden Power of Earned. The panel will explore how earned has become an engine that is the new catalyst exploding the power of social, traditional, and online media. The panel is moderated by Susan Bean, EVP of MMC’s Creative Catalyst Group with Jeff Pyatt, Head of Global PR and DR Initiatives at Outbrain and Olivia Herron, VP of Brand Strategy for Curalate, who each bring different perspectives to how people discover and engage with content online.
Marina Maher Ketchum (MMK) won big at last night’s CLIO awards with our P&G Thank You Mom campaign. The awards, given to the MMC and Ketchum teams that partner as MMK for client Procter & Gamble, were for support of P&G’s sponsorship of the 2014 Olympic Winter Games.
“The CLIO Awards honor groundbreaking work that pushes the boundaries of creativity,” said MMC CEO Marina Maher. “And that’s just what our MMK team did, delivering a huge return in purchase intent, an increase in P&G equity and brand message pull through.”
The P&G campaign won a Silver CLIO in Public Relations: Brand Development and a Bronze CLIO in Public Relations: Corporate Image. It was also shortlisted for a Public Relations: Special Event award.
“CLIO Awards represent one of the highest creative honors in marketing, said Rob Flaherty, senior partner, CEO and president of Ketchum. “Our winning campaigns, including those executed as part of our partnership with Marina Maher Communications as MMK, reflect sound strategies that achieved meaningful business results, fueled by creative execution that resonates with consumers.”
MMC’s U by Kotex Generation Know program for Kimberly-Clark has been awarded a Global SABRE by the Holmes Report. This program won a Gold SABRE earlier in the year. The award, given to the 50 best PR campaigns in the world, will be presented at the Holmes Global Summit meeting in Miami, October 29th. According to the Holmes Report, out of more than 5,000 entries, this campaign was in the top 1% of all the work the SABRE judges saw.
Image courtesy of Depend
One in four Americans* experience bladder leakage. Depend brand launched “Drop Your Pants for Underwareness,” its largest effort to date to help break down the stigma of the issue and support the millions of people who have it.
To help raise Underwareness, MMC and Depend scored two discussions about the campaign on the TODAY Show in less than a week. TODAY Show’s Willie Geist sent out this tweet, which led to the first segment and social posts from the show on Twitter and Facebook. Kathie Lee Gifford discussed the campaign with co-host Hoda Kotb a few days later.
The Depend brand continued to ignite the movement with Drop Your Pants and Dance for Underwareness, a concert headlined by alt-dance group Capital Cities at Pier 97 in New York City. The concert attracted nearly 3,000 attendees (many of whom dropped their pants and donned Depend Underwear), including media from top entertainment and lifestyle websites such as Examiner.com Celebrity.
Finally, Depend brand partnered with celebrity talk show host and comedienne Sheryl Underwood, who has bladder leakage and wears Depend Underwear every day, to tell her personal story in an inspirational online video. Last week, MMC coordinated a media day with Sheryl who explained why she stands up for and dropped her pants for Underwareness to top-tier outlets like Huffington Post Live, Essence magazine and Examiner.com Women’s Health, among others.
Check out the online buzz with #DropYourPants and #Underwareness and visit www.underwareness.com for more information.
*between the ages of 20 and 85