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When is TV media training not TV media training? When it’s customized for specific settings, hosts and issues.
The success of branded content is more contingent now on PR pros’ ability to crunch numbers and analyze data.
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Kelly McGinnis became executive VP and CCO of Levi Strauss & Co. in 2013. The move came 18 months after Levi Strauss hit the reset button following years of no growth. From the get-go McGinnis—who reports directly to Levi’s CEO Chip Bergh—instituted four principles that have guided communications strategy and enhanced integration.
Starbucks’ “Race Together” brouhaha, IBM’s new cloud-based data analysis service that mines Twitter data and how to dine like you’re in ‘Mad Men.’
Spring is in the air, and so are significant changes at some of the most popular brands. These are not marginal changes where a press release and a few media hits will suffice to get out the message, though. They are major breaks from the branded past that require long-term communication strategies and a sustained effort by PR pros.