2013 PR People to Watch: Shannon Kelly


Shannon Kelly, PR Manager, Ubisoft

Shannon Kelly has played a key role in elevating Ubisoft’s Just Dance video game franchise into a pop culture mainstay. Her objective for the Just Dance 4 branding campaign was threefold: align the brand with celebrities and their social media channels to appeal to the game’s core audiences; showcase fitness elements of the franchise and break into new markets. The strategy has paid off nicely: In her first year working in PR Just Dance garnered nearly 400 million impressions and 132 features in print, online and broadcast outlets, along with more than 42 million games sold.


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About Matthew Schwartz

Group Editor, PR News: Matthew Schwartz is group editor of PR News, the leading source of trends, how-to content and best practices for PR professionals. Matthew leads the editorial strategy for PR News’ premium content products—including its weekly newsletter—and for its digital presence. Matthew was editor of PR News from 2003-2005. Prior to returning to PR News, Matthew was a reporter for Crain’s BtoB and Media Business magazines, where he covered business marketers and media companies. He was also editor of BMA Buzz, a biweekly email newsletter covering B2B marketing, advertising and social media, and contributing writer to Advertising Age Custom. Matthew has helped to launch blogs on behalf of ZoomInfo and direct marketing agency The Kern Organization. He also spent a few years in cable-news precincts, working as a writer/producer at CNN and Fox News Channel.



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