ANNIVERSARY CAMPAIGN
PC Magazine & Rosen Group PR--PC Magazine 25th Anniversary: TO COMMEMORATE 25 YEARS, PC MAGAZINE TEAMED UP WITH THE ROSEN GROUP TO INCREASE MEDIA IMPRESSIONS AND ENGAGE
ADVERTISERS. THE TEAM HOSTED A SPECIAL EVENT THAT INVOLVED DESIGNERS "REDESIGNING" THE EXTERIOR OF AN HP LAPTOP, WHICH WOULD BE AUCTIONED OFF ON EBAY, WITH THE PROCEEDS GOING TO
CRISTINA FOUNDATION, AN ORGANIZATION THAT PROVIDES COMPUTERS TO PEOPLE IN NEED. THE BUZZ AROUND THE EVENT GENERATED MORE THAN 40 MILLION MEDIA IMPRESSION, WHICH EQUALED A RETURN
OF 1,000 AUDIENCE IMPRESSION PER EVERY DOLLAR INVESTED.
Communications Strategies & Plan B: Reinvigorating Interest Around Dual-Label One-Year Anniversary: DESPITE RECEIVING DUAL-LABEL APPROVAL FROM THE FDA A YEAR AGO,
NEWSWORTHINESS OF THE PLAN B PRODUCT HAD WANED. THUS, PLAN B TEAMED UP WITH COMMUNICATIONS STRATEGIES INC. (CSI) TO REINVIGORATE MEDIA INTEREST AROUND THE ONE-YEAR ANNIVERSARY OF
THE APPROACH. CSI ENLISTED A LEADING OB/GYN DOCTOR TO BE THE SPOKESPERSON FOR PLAN B, IN TURN DELIVERING KEY MESSAGES TO THE PUBLIC GENERATING MORE THAN 1 BILLION MEDIA
IMPRESSIONS DURING A TWO-MONTH PERIOD.
Weber Shandwick & Susan G. Komen for the Cure--Komen 25th Anniversary: IN AN EFFORT TO REINVENT THE BRAND ON ITS 25TH ANNIVERSARY, KOMEN FOR THE CURE WORKED WITH WEBER
SHANDWICK TO UNDERSCORE THE ORGANIZATION'S AUTHORITATIVE VOICE FOR BREAST CANCER PATIENTS, WHILE GIVING THE BRAND A NEW NAME--SUSAN G. KOMEN FOR THE CURE--AND LOGO. OVER THE
COURSE OF THE YEAR, WEBER SHANDWICK AND KOMEN DEVELOPED RELATIONS WITH MEDIA, HELD A MISSION CONFERENCE, HOSTED A GLOBAL SUMMIT, COMMISSIONED THE STATE OF BREAST CANCER REPORT AND
PARTNERED WITH GARTH BROOKS TO USE HIS "ULTIMATE HITS" CD TO RAISE MONEY FOR THE CAUSE. THE EFFORTS NOT ONLY CELEBRATED THE ORGANIZATION'S 25TH ANNIVERSARY; THEY ALSO DELIVERED
THE MESSAGE OF BREAST CANCER AWARENESS TO AN AUDIENCE OF 1.9 BILLION OVER THE COURSE OF ONE YEAR.
M. S. Hershey Foundation & Neiman Group--Happy 150th Birthday, Mr. Hershey: SIXTY-TWO YEARS AFTER MILTON HERSHEY'S DEATH, 6,000 PEOPLE CAME TOGETHER TO CELEBRATE WHAT WOULD
HAVE BEEN THE HERSHEY FOUNDER'S 150TH BIRTHDAY. TO BRING AWARENESS TO HERSHEY'S LEGACY, THE M.S. HERSHEY FOUNDATION TAPPED NEIMAN GROUP, AND TOGETHER THEY HOSTED A CELEBRATION
THAT INCLUDED SPELLING OUT "THANK YOU" WITH ROPE ON A 300-FOOT SOCCER FIELD AT FOUNDERS PARK IN HERSHEY, PA., WHICH COULD BE SEEN FROM "ABOVE" AND PROVIDED THE ULTIMATE PHOTO OP
TO CAPTURE THE HISTORIC MOMENT.
Seattle City Light Boundary Dam--40th Anniversary Seattle City Light: IN AN EFFORT TO EDUCATE PEOPLE ABOUT THE SEATTLE CITY LIGHT BOUNDARY DAM, WHICH WAS CREATED BY THE
MUNICIPAL ELECTRIC UTILITY COMPANY TO LEAD ITS EFFORTS IN RENEWABLE ENERGY DEVELOPMENT VIA HYDROPOWER, OFFICIALS USED THE COMPANY'S 40TH ANNIVERSARY AS A NEWS HOOK. DEVELOPING
THEMES AND IMAGES THAT PROJECTED THE HISTORICAL BUILDING OF THE DAM, AS WELL AS APPLYING THOSE THEMES TO ADS, POSTERS, EVENT INVITATIONS AND WEB POSTINGS, THE COMPANY FOSTERED
GOODWILL BETWEEN COMMUNITY MEMBERS, UTILITY EMPLOYEES AND LOCAL DIGNITARIES.
ANNUAL REPORT
The Coca-Cola Company's Annual Review - The Language of Refreshment: COCA COLA'S NEWSLETTER, "THE LANGUAGE OF REFRESHMENT," SERVES AS A COMMUNICATIONS TOOL TO REACH THE
COMPANY'S STAKEHOLDERS, INCLUDING JOURNALISTS AND INDUSTRY ANALYSTS. THE COMPANY CREATED A DOCUMENT TO SHOW PROGRESS IN A CLEAR MANNER, STATE FINANCIAL RESULTS AND EDUCATE THE
AUDIENCE ON THE COMPANY'S INTERNAL ORGANIZATION. FOR THE 2007 REVIEW, COCA-COLA EXECS WANTED TO DISCUSS FUTURE GROWTH WHILE REFLECTING ON THE BRAND'S EVOLUTION IN PAST YEARS,
DURING WHICH TIME BAD PUBLICITY AND QUESTIONABLE MARKETING DECISIONS CAST A SHADOW OVER THE COMPANY. THUS, "THE LANGUAGE OF REFRESHMENT" WAS DESIGNED TO SHOW THE SUCCESSES OF
COCA-COLA AFTER REBOUNDING FROM A TOUGH TIME. BY USING REVIEWS FROM PAST SURVEYS AND MAKING A WEB SITE AVAILABLE FOR MORE INFORMATION TO READERS, COCA-COLA HAS SO FAR RECEIVED
POSITIVE FEEDBACK FROM SHAREHOLDERS AND EMPLOYEES. MOST NOTABLY, THE COMPANY SAVED MONEY--AND TREES--BY ONLY PRINTING 500,000 COPIES WHILE DISTRIBUTING 1.5 MILLION.
There Has Never Been a Better Time to Be a Market Leader in Specialty Chemicals - Lubrizol: IN 2007, LUBRIZOL SOUGHT TO CREATE AN ANNUAL REPORT THAT WOULD SPEAK TO THE
PRESSURES FACED BY SPECIALTY CHEMICAL DEVELOPERS' WITH REGARD TO GLOBALIZATION, INDUSTRY RATIONALIZATION AND DEMAND FOR PERFORMANCE TECHNOLOGIES. TEAMING UP WITH THE AMERICAN
ASSOCIATION FOR MICROBIOLOGY AND OGILVY PR, THE RESULTING ANNUAL REPORT EXAMINES ALL THREE OF THESE MARKET FORCES TO ENSURE CUSTOMERS, EMPLOYEES AND INVESTORS THAT LUBRIZOL'S
PERFORMANCE AND LONG-TERM GROWTH WILL CONTINUE. LUBRIZOL'S REPORT WAS SO SUCCESSFUL IN DELIVERING ITS MESSAGE THAT IT IS CURRENTLY BEING USED BY THE SECURITIES & EXCHANGE
COMMISSION FOR INVESTOR EDUCATION INITIATIVES AS A TEMPLATE FOR A POSITIVE ANNUAL REPORT FORMAT.
Getting the Dirt: 2006-2007 Annual Report - Ogilvy Public Relations Worldwide for the Soap and Detergent Association: TO HELP MEMBERS DEVELOP A MARKET FOR THEIR PRODUCTS AND TO
DISPLAY ITS COMMITMENT TO DISTRIBUTING MESSAGES ABOUT THE POSITIVE BENEFITS OF CLEANING PRODUCTS, THE SOAP AND DETERGENT ASSOCIATION (SDA) TEAMED UP WITH OGILVY PR TO CREATE AN
ANNUAL REPORT. WITH THE IMAGE OF A TOWEL WIPING AWAY DIRT ON THE COVER OF THE REPORT, THE MESSAGES OF PROGRESS AND CHANGE WERE INTRODUCED TO READER. THEN, THROUGHOUT THE REPORT,
THE "GRIME" OVERLAID ON THE PAGES DISAPPEARED AND MORE PATCHES OF WHITE SHOWED UP, REPRESENTING THE EMERGENCE OF A NEW ERA WITHIN THE INDUSTRY. THE CREATIVE APPROACH AND VISUAL
ENHANCEMENT EARNED HIGH PRAISE AT THE SDA'S ANNUAL CONVENTION.
Sutter Health 2006 Interactive Online Annual Report: DUE TO THE POPULARITY OF NEW MEDIA AND THE DESIRE TO PROVIDE CUSTOMERS WITH INSTANT ACCESS AND INFORMATION, SUTTER HEALTH
SET OUT TO TRANSFORM ITS ANNUAL REPORT FROM A STANDARD PRINT MANUAL INTO AN INTERACTIVE ONLINE RESOURCE. IN ORDER TO SUCCESSFULLY DO THIS, SUTTER HEALTH WENT TO THE MAIN COMPONENT
OF SUCCESS OF THEIR COMPANY: THE CUSTOMERS. THE RESULTING REPORT FEATURED VIDEO TESTIMONIALS FROM CUSTOMERS SHOWING HOW SUTTER HEALTH MET THEIR NEEDS, ALONG WITH CONSUMER
TESTIMONIALS FROM AFFILIATED HOSPITALS TO GET THESE UNIQUE STORIES FROM PATIENTS. FINANCIAL INFORMATION AND STATISTICS ALSO SHOWED SUTTER HEALTH'S PROGRESS IN THE INDUSTRY.
BECAUSE SUTTER HEALTH'S INTERACTIVE ONLINE ANNUAL REPORT IS NOW SOLELY WEB-BASED, IT REACHES A LARGER AUDIENCE; TO DATE, MORE THAN 7,500 PEOPLE HAVE VIEWED IT.
BLOG
Sony Electronics--Sony Electronics Blog: IN AN ATTEMPT TO PERSONIFY THE COMPANY'S MORE HUMAN SIDE, SONY EXEC RICK CLANCY STARTED A BLOG IN JULY 2007, INVITING CONSUMERS TO
ENGAGE IN AN OPEN DIALOGUE. SINCE ITS LAUNCH, THE BLOG HAS BECOME A FORUM FOR DISCUSSING IDEAS AND SUGGESTIONS REGARDING THE COMPANY'S PRODUCTS, IN TURN ENHANCING THE BRAND'S
RELATIONSHIP WITH KEY STAKEHOLDER GROUPS.
Weber Shandwick--PR Exec's Blog Puts the Squeaky in Clean: WILLIAM BRENT, HEAD OF WEBER SHANDWICK'S CLEANTECH PRACTICE, BECAME THE VOICE BEHIND A NEW BLOG THAT LITERALLY SET
OUT TO "PUT THE SQUEAKY IN CLEAN," BRINGING ATTENTION TO THE COMPANY'S PRACTICE AREA WHILE ACTING AS A RESOURCE FOR THE ENTIRE CLEAN TECH COMMUNITY. ONE KEY FEATURE OF THE BLOG: A
SEARCH ENGINE, WHICH NOW SOURCES MORE THAN 300 UNIQUE URLS.
Ford & Harrison LLP and Hellerman Baretz Communications--That's What She Said: HELLERMAN BARETZ COMMUNICATIONS WAS HIRED BY FORD & HARRISON LLP, A NATIONAL LABOR AND
EMPLOYMENT LAW FIRM, TO CAPTURE NATIONWIDE ATTENTION FOR THE FIRM'S SERVICES BY DISPLAYING THEIR EXPERTISE AND SENSE OF HUMOR IN A BLOG THAT MIRRORS THE HIT TV SHOW THE OFFICE.
THE BLOG HAS ATTRACTED MEDIA ATTENTION AND INCREASED CLIENT INTEREST IN THE FIRM THROUGH ITS UNIQUE APPROACH TO ADDRESSING WORKPLACE ISSUES AND IN A LIGHT, FUN WAY. AS A RESULT,
THE BLOG WAS RE-LAUNCHED FOR A SECOND SEASON BY HBC; THEY ARE ALSO CONSIDERING HOSTING PARTIES TO PROMOTE THE BLOG TO LARGER AUDIENCES.
U.S. Department of Health and Human Services & Ogilvy PR--HHS Pandemic Flu: Creating a Symphony of America's Lenders: EVEN THE GOVERNMENT IS IN TUNE WITH POPULAR WAYS TO
REACH THE MASSES, JUDGING FROM ITS USE OF BLOGGING TO PREPARE THE PUBLIC FOR THE THREAT OF A PANDEMIC FLU. THE DEPARTMENT OF HEALTH AND HUMAN SERVICES WORKED IN TANDEM WITH OGILVY
TO BLOG ABOUT THE TOPIC IN A WAY THAT WOULD GENERATE INTEREST AMONG AMERICANS NATIONWIDE. SINCE IS 2007, THE SITE HAS SEEN MORE THAN 20,000 UNIQUE VISITORS AND 130,000-PLUS PAGE
VIEWS.
BRANDING
Gale Group Advertising & Public Relations--Hanky Panky Glam Girl: HANKY PANKY ASKED CONSUMERS TO INDULGE THEIR INNER FLIRT AND TREAT THEMSELVES TO 1940S MAKEOVERS WHEN THE
COMPANY DEBUTED ITS BRA COLLECTION IN THE FALL OF 2007, ALONG WITH INTRODUCING THE "GLAM GIRL," A PIN-UP GIRL CHARACTER THAT APPEARED ON ALL BRANDING MATERIALS. THE BRA
COLLECTION'S LAUNCH EVENT WAS HELD AT BLOOMINGDALE'S IN NEW YORK CITY, WHERE CUSTOMERS WERE SERVED WINE AND GIVEN MAKEOVERS TO LOOK LIKE GLAM GIRLS. THE BRANDING EFFORT RESULTED
IN INCREASED AWARENESS AND RECORD PRODUCT SALES.
Manning Selvage & Lee and Procter & Gamble--Febreze & Swiffer Spring 2007 Allergen Program: MANNING SELVAGE & LEE (MS&L) WENT ALL OUT TO PROMOTE PROCTER
& GAMBLE'S FEBREZE AND SWIFFER BRANDS AS ALLERGEN REDUCING PRODUCTS. THEY ENLISTED MIKE TRINGALE OF THE ASTHMA AND ALLERGY FOUNDATION OF AMERICA (AAFA) AS AN EXPERT TO
IDENTIFY PLACES WHERE ALLERGENS CAN BE FOUND IN THE HOME, AND TO RECOMMEND FEBREZE AND SWIFFER TO AS PRODUCTS THAT HELP ELIMINATE ALLERGENS. IN ORDER TO INCREASE WORD OF MOUTH
BRAND RECOMMENDATIONS, THE TEAM ALSO REACHED OUT TO MOMS, NURSES AND PHARMACISTS TO HELP INCREASE PRODUCT CREDIBILITY. THE CAMPAIGN GENERATED MORE THAN 112 MILLION IMPRESSIONS AND
INCREASED ROI BY 14%.
Kaplow and eBay--If It's Not on eBay, It's Not Pop Culture: IF YOU DIDN'T ALREADY CONSIDER EBAY A POP CULTURE PHENOMENON, YOU WILL NOW BASED ON KAPLOW'S BRANDING JUGGERNAUT,
WHICH USED EBAY SALES DATA TO SHOW THAT THE SITE VALIDATES POP CULTURE TRENDS WITH THE ITEMS IT SELLS AND THE MEDIA BUZZ IT CREATES AROUND PRODUCTS AND CELEBRITY ITEMS. BY
REACHING OUT TO TARGET AUDIENCES WITH THIS MESSAGE, THE TEAM GARNERED MILLIONS OF MEDIA IMPRESSIONS AND CREATED A PLACE FOR EBAY IN THE POP CULTURE MARKET.
McDonald's and Morgan & Myers--McDonald's Moms' Quality Correspondents: MCDONALD'S EXECS TEAMED UP WITH MORGAN & MYERS TO RECRUIT MOMS ACROSS THE NATION TO ACT AS BRAND
AMBASSADORS. AFTER HOSTING A CONTEST THAT IDENTIFIED SIX MOM QUALITY CORRESPONDENTS, THE TEAM SENT THE LADIES TO VARIOUS FACILITIES INVOLVED IN THE FOOD PREPARATION PROCESS TO
IMPROVE THE NEGATIVE PERCEPTIONS THAT MCDONALD'S FOOD ISN'T HIGH QUALITY. THE CORRESPONDENTS SPOKE TO NUTRITIONISTS FROM MCDONALD'S AS WELL AS FOOD QUALITY AND SAFETY EXPERTS, AND
THEY SHARED THEIR EXPERIENCE WITH MOMS ACROSS THE NATION VIA ONLINE COMMUNICATIONS PLATFORM TO BUILD TRUST IN THE MCDONALD'S BRAND. AS A RESULT, POST-CAMPAIGN SURVEYS REVEALED
THAT MOMS' PERCEPTIONS OF MCDONALD'S FAST FOOD QUALITY IMPROVED DRAMATICALLY, AS DID MOMS' WILLINGNESS TO RECOMMEND THE BRAND.
CAUSE-RELATED MARKETING
American Heart Association--Food Certification Program "Download to Mobile" Launch: THE AMERICAN HEART ASSOCIATION (AHA) LAUNCH OF ITS DOWNLOADABLE GROCERY LIST APPLICATION
ENHANCED THE ORGANIZATION'S COMMITMENT TO THE CAUSE OF PROMOTING HEART-HEALTHY FOODS. NOW, THANKS TO AHA, SHOPPERS CAN CREATE A HEART HEALTHY LIST AT HEARTCHECKMARK.ORG AND SAVE
IT THEIR MOBILE PHONE OR PDA. WHENEVER THE SHOPPER NEEDS THE LIST, SHE CAN QUICKLY RETRIEVE IT AND MODIFY IT, THUS INCREASING THE ODDS OF HEALTHIER SHOPPING.
American Kennel Club--2007 Dog Lovers Barking Up Wrong Tree/Online Puppy Scam Alert: AFTER COMPLAINTS ABOUT A DOG BUYING SCAM THREATENED TO DEFAME THE AMERICAN KENNEL CLUB
(AKC) BRAND, THE ORGANIZATION'S EXECS TOOK MATTERS INTO THEIR OWN HANDS AND WORKED WITH THE COUNCIL OF BETTER BUSINESS BUREAUS TO CLEAR THEIR NAME WHILE EDUCATING AMERICANS WHO
WERE CONSIDERING BUYING DOGS ABOUT THE INTERNET SCAM THAT TOOK DOG BUYERS' MONEY BUT NEVER DELIVERED THE DOGS. AKC REACHED MORE THAN 130 MILLION PEOPLE WITH THIS CAMPAIGN AND HAS
TAKEN STEPS TO HELP PEOPLE USE REPUTABLE RESOURCES TO BUY DOGS.
The American Lung Association & Cooney Waters Group--Faces of Influenza: THIS AWARENESS INITIATIVE SET OUT TO EDUCATE AMERICANS ABOUT THE SERIOUSNESS OF INFLUENZA AND TO IN
TURN GIVE THEM THE INFORMATION NEEDED TO GET ANNUAL VACCINATIONS. THE AMERICAN LUNG ASSOCIATION TEAMED UP WITH COONEY WATERS GROUP AND AN INFLUENZA VACCINE LEADER CREATE FACES OF
INFLUENZA COALITIONS AND PUBLIC SERVICE ANNOUNCEMENTS THAT REACHED KEY STAKEHOLDER GROUPS. THE EDUCATIONAL INITIATIVE ULTIMATELY SECURED MILLIONS OF MEDIA IMPRESSIONS, MANY OF
WHICH REACHED THE CAMPAIGN'S TARGET AUDIENCE OF HISPANIC-AMERICANS.
DeVries PR & Olay--Skin Cancer Takes Friends: OLAY PARTNERED WITH THE AMERICAN SOCIETY FOR DERMATOLOGIC SURGERY (ASDS) AND DEVRIES PR TO INCREASE AWARENESS OF THE DANGERS
OF SKIN CANCER. OLAY FOCUSED ON THE TRUST BETWEEN FEMALE FRIENDS AND OFFERED 2-FOR-1 FREE SCREENINGS IN AN EFFORT TO EDUCATE WOMEN ABOUT THE DISEASE. AS A RESULT, 300 HUNDRED
DERMATOLOGISTS OFFERED FREE SCREENINGS, AND OLAY'S SALES INCREASED BECAUSE OF ENHANCED TRUST IN THE BRAND.
COMMUNITY RELATIONS
Honeywell & NASA, with Oasis--FMA Live: WHILE JOB OPPORTUNITIES IN SCIENCE, MATH AND ENGINEERING WILL INCREASE OVER THE NEXT 10 YEARS, THE NUMBER OF STUDENTS PURSUING THESE
FIELDS IS DECLINING. IN AN EFFORT TO INSPIRE THE NEXT GENERATION TO CONSIDER A CAREER IN THESE FIELDS, HONEYWELL HOMETOWN SOLUTIONS JOINED FORCES WITH NASA AND CREATED FMA LIVE!,
A PROGRAM BASED ON SIR ISAAC NEWTON'S SECOND LAW (FORCE=MASS X ACCELERATION). THE PROGRAM WAS DESIGNED TO RELATE TO AND INSPIRE YOUNG PEOPLE THROUGH A MULTIMEDIA EDUCATIONAL
SCIENCE CONCERT TOUR, WHICH FEATURED ROCK BAND OASIS. AT EACH EVENT, STUDENTS PARTICIPATED IN VARIOUS ACTIVITIES, INCLUDING VELCRO WALLS AND GO-CARTS, THAT DEMONSTRATED NEWTON'S
THREE LAWS OF MOTION AND THEN UNIVERSAL LAW OF GRAVITY. THE TOUR REACHED 40,000 STUDENTS IN SCHOOLS ACROSS THE UNITED STATES AND CANADA.
Edelman & Business Roundtable--Partnership for Disaster Response: WHENEVER THERE IS A DISASTER, OFTENTIMES PEOPLE WANT TO HELP BUT DON'T KNOW HOW BEST TO DO SO. BUSINESS
ROUNDTABLE, A MEMBERSHIP ORGANIZATION OF CEOS, WORKED WITH EDELMAN TO ADDRESS THIS ISSUE BY BUILDING RELATIONSHIPS WITH GOVERNMENT AND RELIEF AGENCIES, SO AS TO COMMIT MORE THAN
JUST FINANCIAL RESOURCES WHEN DISASTERS STRIKE, AND TO PROVIDE RESOURCES FOR MOBILIZING LOCAL COMMUNITIES. AFTER EXTENSIVE RESEARCH TO FIGURE OUT HOW BEST TO LEND THEIR SUPPORT,
THE PARTNERSHIP'S RESPONSE EFFORTS WERE TESTED DURING THE SOUTHERN CALIFORNIA WILDFIRES. THE ORGANIZATION WAS ABLE TO EFFECTIVELY MOBILIZE THE COMMUNITY AND SPEED THE RELIEF
EFFORTS BY CATERING TO THE MOST CRITICAL NEEDS.
M&M Meat Shop & Strategic Objective--National Family Dinner Night Campaign: IN AN EFFORT TO DISTINGUISH ITSELF AS A COMPANY THAT CARES ABOUT FAMILY VALUES, CANADA'S
SPECIALTY RETAILER OF FROZEN FOOD, M&M MEAT SHOP, CELEBRATED ITS 25TH ANNIVERSARY BY HOSTING THE THIRD ANNUAL NATIONAL FAMILY DINNER NIGHT, WHICH HELPED RAISE $30,000 FOR
CROHN'S AND COLITIS FOUNDATION OF CANADA (CCFC). THE COMPANY ALSO DEVELOPED A HAMPER PROGRAM THAT PROVIDES MEALS TO FAMILIES IN NEED; THEY RECEIVED GOVERNMENT ENDORSEMENTS FOR
THEIR VARIOUS PROGRAMS, NOT TO MENTION MORE THAN 40 MILLION MEDIA IMPRESSIONS.
Toronto Hydro-Electric System Limited--Toronto Hydro Festive Light Exchange Program: IN ORDER TO EDUCATE PEOPLE ABOUT SAVING ELECTRICITY, THE TORONTO HYDRO-ELECTRIC SYSTEM USED
ITS ANNUAL "CAVALCADE OF LIGHTS" EVENT TO INSPIRE PEOPLE TO REPLACE THEIR INCANDESCENT HOLIDAY LIGHTS WITH ENERGY-EFFICIENT LEDS, WHICH USE UP TO 95% LESS ELECTRICITY. NEARLY
9,000 TORONTONIANS PARTICIPATED IN THE PROGRAM.
CRISIS MANAGEMENT
MATTEL-A Summer of Recalls: Mattel Responds to Toy Safety Concerns: NUMEROUS TOY RECALLS IN 2007 LED MATTEL TO TRY TO FIND A WAY TAKE RESPONSIBILITY FOR THE AFFECTED PRODUCTS
AND SHOW CONSUMERS THAT MATTEL IS COMMITTED TO THEIR PRODUCTS SAFETY. MATTEL MADE SURE TO ISSUE THEIR RECALL AS QUICKLY AS THEY COULD AND KEPT OPEN RELATIONS WITH THE MEDIA AND
CONSUMERS, GRANTING OF ONE-ON-ONE INTERVIEWS WITH MEDIA AND POSTING AN ONLINE VIDEO MESSAGE WITH BOB ECKERT, CHAIRMAN AND CEO. THIS STRATEGY CONTRIBUTED TO A PROFITABLE FOURTH
QUARTER AND HOLIDAY SEASON. FINALLY, PERSISTENT CONSUMER CONFIDENCE WAS CONFIRMED BY RESEARCHERS, AND OFFICIALS AT CONGRESSIONAL HEARINGS COMMENDED MATTEL'S HANDLING OF THE
SITUATION.
DALHOUSIE UNIVERSITY-When Facebook Attacks: WHEN A LIBELOUS FACEBOOK GROUP FALSELY ACCUSED DALHOUSIE UNIVERSITY OF MURDERING DOGS IN EXPERIMENTS, THE UNIVERSITY KNEW IT HAD TO
HATCH A PLAN TO ASSURE STUDENTS, RESEARCHERS AND ALUMNI THAT THIS WAS ENTIRELY FALSE. EXECS NEGOTIATED WITH FACEBOOK TO END THE GROUP BASED ON ITS VIOLATION THE WEB SITE'S
DEFAMATION POLICY. THEN, RATHER THAN ACTIVELY ENGAGING THE MEDIA, THE TEAM PREPARED RELEASES AND STATEMENTS SHOWING THE UNIVERSITY'S COMMITMENT TO THE ETHICAL TREATMENT OF
ANIMALS. BY USING THE TOOLS THEY HAD AT THEIR DISPOSAL, DALHOUSIE UNIVERSITY WAS ABLE TO TELL THEIR SIDE OF THE STORY, AND IT EVEN GARNERED NATIONAL ATTENTION ON HOW FACEBOOK
GROUPS CAN BE AT THE ROOT OF DEFAMING LARGER COMPANIES.
Citigate Cunningham - Keeping a Company Relevant During Acquisition by Industry Rival: IN 2007, SURFCONTROL, A LEADING SUPPLIER OF SEVERAL GLOBAL IT SOLUTIONS, RECEIVED A
FORMAL OFFER TO BE PURCHASED BY WEBSENSE INC., A SECURITY SOFTWARE COMPANY BASED IN SAN DIEGO. CITIGATE CUNNINGHAM, A PR FIRM HIRED BY SURFCONTROL, KNEW IT HAD TO RAISE ITS
CLIENT'S LEADERSHIP PROFILE TO ENSURE THAT SURFCONTROL WOULD CONTINUE TO BE SEEN AS A RELEVANT PLAYER IN THE COMMUNICATIONS INDUSTRY. MOST IMPORTANT, CUSTOMERS NEEDED TO BE
CONVINCED TO REMAIN CONFIDENT IN RENEWING CONTRACTS WITH SURFCONTROL. BY SEEKING OUT TOP INFLUENCERS OVER THE COMPANY'S CUSTOMERS AND BUSINESS PARTNERS, BY USING NEW MEDIA
CHANNELS AND BY STRENGTHENING RELATIONSHIPS WITH HIGH-LEVEL INDUSTRY ANALYSTS, CITIGATE CUNNINGHAM EARNED POSITIVE COVERAGE FOR SURFCONTROL, ALONGSIDE CONSUMER HIGH RATINGS.
EDITORIAL/OP-ED
Pivotal Resources & Citigate Cunningham--Naming and Claiming the Change Leadership Space: PIVOTAL RESOURCES KNEW THEIR STUFF WITH REGARD TO CHANGE LEADERSHIP. THE ONLY
PROBLEM: THE MEDIA AWARENESS OF THE COMPANY WAS SLIM TO NONE. TO CHANGE THIS, THE COMPANY TEAMED UP WITH CITIGATE CUNNINGHAM, POSITIONING PIVOTAL RESOURCES PRESIDENT AND FOUNDER
PETE PANDE AS AN EXPERT IN THE CHANGE LEADERSHIP SPACE. THE TEAM PROMOTED PANDE'S NEW BOOK ON THE TOPIC TO INCREASE THE CREDIBILITY BEHIND THE MESSAGE THAT PANDE WAS INDEED A
THOUGHT LEADER; THE TEAM'S EFFORTS HELPED LAND PANDE A GIG AS A REGULAR CONTRIBUTING COLUMNIST TO FORBES.COM'S LEADERSHIP SECTION.
Weber Shandwick & Mattel--Summer of Recalls: Mattel Responds to Toy Safety Concerns: IT'S NO SECRET THAT MATTEL FACED A MAJOR PUBLIC TRUST ISSUE WHEN THE COMPANY RECALLED
TOYS DUE TO HIGH LEVELS OF LEAD IN THE PAINT USED IN MANY OF ITS PRODUCTS. BUT MATTEL EXECUTIVES, IN PARTNERSHIP WITH WEBER SHANDWICK, TOOK CONTROL OF MESSAGING BY HAVING CEO BOB
ECKERT WRITE AN OP-ED PIECE THAT APPEARED IN THE WALL STREET JOURNAL. THE PIECE ADDRESSED THE FINANCIAL IMPLICATIONS OF THE RECALLS WHILE SHARING STORIES OF ECKERT'S CHILDHOOD,
AND HIS CONCERNS AS A PARENT. THE APPROACH HUMANIZED THE COMPANY AND PROMPTED THE PUBLIC TO FOCUS ON MATTEL'S QUICK AND RESPONSIBLE RESPONSE TO THE SITUATION, RATHER THAN TO THE
RECALLS THEMSELVES.
GEO2 Technologies & Greenough--A Drive Toward Fuel Economy: IN ORDER TO GENERATE MEDIA COVERAGE FOR THE COMPANY'S COST-EFFECTIVE CLEAN DIESEL FUEL, GEO2 HIRED GREENOUGH TO
USE ITS INTELLIGENCE AND WRITING SAVVY TO DEVELOP AN OP-ED PIECE BASED ON GEO2'S THOUGHT LEADERSHIP IN THE AUTOMOTIVE AND CLEAN-TECH INDUSTRIES. WITH THE BYLINE GOING TO GEO2
EXECUTIVE BILAL ZUBERI, THE PIECE WAS ULTIMATELY PLACED IN THE BOSTON GLOBE, IN TURN GENERATING ADDITIONAL COVERAGE IN TOP TRADE AND BUSINESS MEDIA.
Big Ten Network: THE LAUNCH OF BIG TEN NETWORK REQUIRED MAJOR PUBLICITY TO DRAW AWARENESS TO THE NETWORK'S COVERAGE OF BIG TEN SPORTS AND ACADEMICS, AS WELL AS TO GET SUPPORT
FROM CABLE OPERATORS. LEVERAGING MEDIA IN BIG TEN STATES AND UNIVERSITIES, THE TEAM PENNED OP-ED PIECES, COLUMNS AND LETTERS TO THE EDITOR THAT TOUTED THE BIG TEN NETWORK AS
CHANNEL OF INTEREST TO VIEWERS THAT WAS AVAILABLE ON EXPANDED BASIC CABLE. AS A RESULT, THE NEGATIVE TONE THAT INITIALLY ACCOMPANIED THE LAUNCH SHIFTED, AND MORE 100 CABLE
OPERATORS SIGNED DISTRIBUTION AGREEMENTS WITH THE COMPANY.
EMPLOYEE RELATIONS
Insidedge and the Dow Chemical Company--Bringing the Human Element to Life: DOW CHEMICAL COMPANY HAD AGGRESSIVE SUSTAINABILITY GOALS TO MEET BY THE YEAR 2015, BUT AN INTERNAL
SURVEY REVEALED THAT ONLY ABOUT HALF OF THE COMPANY'S EMPLOYEES REPORTED KNOWING ABOUT THE PROJECT. SINCE THE CAMPAIGN FOCUS IS THE "HUMAN ELEMENT," THE COMPANY DECIDED TO GET
EMPLOYEES INVOLVED BY CREATING A PEER-DRIVEN STORYTELLING CAMPAIGN THAT INCLUDED 46,000 EMPLOYEES FROM ALMOST 40 COUNTRIES AROUND THE WORLD. EMPLOYEES NOMINATED COLLEAGUES WHO ARE
LIVING EXAMPLES OF HOW THE COMPANY CAN EMBODY THE SPIRIT OF THE HUMAN ELEMENT. AS A RESULT, MORE THAN 150 NOMINATIONS WERE MADE, AND EMPLOYEES FROM AROUND THE WORLD WERE
CELEBRATED FOR THEIR WORK TO ACHIEVE THE COMPANY'S SUSTAINABILITY GOALS.
Deloitte & MWW--Deloitte Film Festival: First-Ever Employee-Generated Initiative: FOLLOWING IN THE FOOTSTEPS OF THE SUCCESS OF SOCIAL PLATFORMS YOUTUBE AND FACEBOOK,
DELOITTE & TOUCHE USA WORKED WITH MWW GROUP TO SPEARHEAD THE FIRST-EVER DELOITTE FILM FESTIVAL, WHICH INVITED STAFF TO CREATE FILMS THAT WOULD BE USED AS A TOOL TO RECRUIT
RECENT COLLEGE GRADUATES. THE OBJECTIVE WAS TO SHOWCASE DELOITTE AS A FORWARD-THINKING COMPANY WITH AN INTERNAL CULTURE THAT ATTRACTED GEN Y-ERS. THE PROJECT GENERATED MORE THAN
40 MILLION MEDIA IMPRESSIONS, AND MORE THAN 2,000 EMPLOYEES GOT INVOLVED BY SUBMITTING 400 VIDEOS.
EVENT MARKETING
VERSUS--VERSUS Bull Cabs: BULL RIDING IS NOT AN EVENT THAT WOULD TURN HEADS IN NEW YORK CITY, BUT SPORTS PROGRAMMING COMPANY VERSUS CHANGED THAT WITH A MARKETING CAMPAIGN TO
INCREASE BUZZ AROUND ITS RECENT REBRANDING BY LEVERAGING THE FACT THAT THE PROFESSIONAL BULL RIDERS BUILT FORD TOUGH SERIES WAS COMING TO TOWN. THE NETWORK DECIDED TO MAKE ICONIC
NEW YORK CITY TAXICABS LOOK LIKE BULLS AND THEN OFFER VISITORS FREE RIDES AROUND THE CITY FOR A WEEK. THE INITIATIVE RESULTED IN INCREASED AWARENESS OF THE EVENT, ALONG WITH
SIGNIFICANT MEDIA COVERAGE. THREE PROFESSIONAL BULL RIDERS EVENTS WERE SOLD OUT, WITH NEARLY 30,000 FANS ATTENDING EACH.
7-Eleven & PUBLIC RELATIONS CONSULTANTS GROUP-- "Simpsons Campaign": IN AN EFFORT TO REINVENT ITS BRAND AND REESTABLISH ITSELF AS THE HIP PLACE FOR CONVENIENT FOOD, 7-
ELEVEN PARTNERED WITH PUBLIC RELATIONS CONSULTANTS GROUP TO CREATE MEDIA BUZZ BY CONVERTING 11 7-ELEVEN STORES INTO KWIK-E-MARTS FROM THE SIMPSONS TV SHOW. THE CONVERTED STORES
WERE STOCKED WITH PRODUCTS FROM THE SIMPSONS AND 3-D SIMPSONS CHARACTERS OUTSIDE THE STORES. THIS MONTH-LONG PROMOTION SURROUNDED THE DEBUT OF THE SIMPSONS MOVIE, WHICH IN TURN
HELPED THOSE 11 STORES DOUBLE THEIR SALES DURING THE MONTH OF THE PROMOTION, AS WELL AS A 9% INCREASE IN CUSTOMER TRAFFIC IN 7-ELEVEN STORES NATIONWIDE.
EXTERNAL PUBLICATION
GE-2007 GE Citizenship Report: IN 2007, GE PUBLISHED ITS THIRD ANNUAL CORPORATE CITIZENSHIP REPORT, WHICH WAS DESIGNED TO INCREASE ITS DISTRIBUTION/ACCESSIBILITY, EDUCATE
EMPLOYEES AND ENCOURAGE FEEDBACK FROM STAKEHOLDERS TO IMPROVE FUTURE REPORTS. BY LEVERAGING ITS LEADERSHIP'S COMMITMENT TO CORPORATE CITIZENSHIP AND MAINTAINING CONSISTENT
MESSAGING THROUGHOUT, THE REPORT YIELDED 140,000 DISTRIBUTED COPIES AMONG INTERNAL AND EXTERNAL STAKEHOLDERS. SINCE THE REPORT'S RELEASE, THE FEEDBACK FROM STAKEHOLDERS HAS BEEN
VERY POSITIVE, AND GE HAS BEEN COMMENDED BY THE MEDIA FOR HAVING SOME OF THE BEST PRACTICES IN ACCOUNTABLE CORPORATE CITIZENSHIP REPORTING.
Travel Portland Magazine: THE GOAL OF TRAVEL PORTLAND MAGAZINE IS TO PLAY A ROLE IN PROMOTING THE PORTLAND, ORE., METRO AREA AS AN ATTRACTIVE LOCALE FOR TRAVELERS, BUT RESEARCH
HAS SHOWN THAT CUSTOMERS DON'T ALWAYS HAVE FAITH IN BROCHURES OR PAID ADVERTISING. TO DISPEL THIS STIGMA, TRAVEL PORTLAND COMMUNICATED ITS COMMITMENT TO HIGH EDITORIAL STANDARDS
TO ENGAGE CONSUMERS AND MAKE THE MAGAZINE A TRUSTWORTHY TRAVEL RESOURCE. EDITORS USE FREELANCE WRITERS TO CONTRIBUTE PIECES JUST AS THEY WOULD FOR ANY OTHER PUBLICATION; THIS
FREEDOM GIVES THE WRITERS THE ABILITY TO TELL STORIES THAT ARE AUTHENTIC RATHER THAN PROMOTIONAL. SINCE THE EFFORT TO ENHANCE AND PROMOTE ITS EDITORIAL STANDARDS, READER SURVEYS
HAVE SHOWN THAT 85% OF READERS RATED THE PUBLICATION AS "VERY HELPFUL," AND APPROXIMATELY 50% OF RESPONDENTS CLAIMED TO HAVE USED THE MAGAZINE TO CHOOSE A RESTAURANT OR HOTEL.
Heritage Auction Galleries - Greetings From Florida: HERITAGE AUCTION GALLERIES MAILED OUT AN ELABORATE BROCHURE TO A SELECT GROUP OF COLLECTORS TO MAKE THEM AWARE OF THE
ORGANIZATION'S INVOLVEMENT IN THE FLORIDA UNITED NUMISMATISTS CONVENTION IN JANUARY 2008. THE BROCHURES CONTAINED PICTURES OF VINTAGE POST CARDS FROM FLORIDA, WHERE THE CONVENTION
WAS TO BE HELD, TO GIVE THE PACKAGE A UNIQUE LOOK AND FEEL. THE COLLECTIBLE POSTCARDS PROVED TO EMBODY HERITAGE AUCTION GALLERIES' REPUTATION AS THE WORLD'S LARGEST COLLECTIBLES
AUCTIONEER. THANKS TO THE CLEVER BRANDING, HERITAGE ENJOYED ITS SECOND LARGEST AUCTION IN COMPANY HISTORY AND SET SEVERAL RECORD PRICES WHILE DOING SO.
The Port Authority of ny & nj - Port authority of New York and New Jersey Guide: IN ORDER TO ENCOMPASS INFORMATION INCLUDING MAPS, FACILITIES AND PORT SERVICES OFFERED, THE
PORT AUTHORITY OF NEW YORK AND NEW JERSEY PUBLISHES GUIDES THAT CONTAIN INFORMATION INCLUDING MAPS, FACILITIES AND SERVICES OFFERED; HOWEVER, AT 120 PAGES, THE 2008 GUIDE WAS SO
LARGE THAT THE PORT AUTHORITY HAD TO PRINT HALF THE COPIES IN ORDER TO MEET ENVIRONMENTAL OBJECTIVES. TO OVERCOME THE CHALLENGE OF STILL DELIVERING THE NECESSARY INFORMATION TO
CONSUMERS, THE COMMUNICATIONS TEAM CREATED A WEB SITE WITH A SEARCHABLE DIRECTORY, ALONG WITH A CD CONTAINING AN UPLOADABLE VERSION. THANKS TO THE NEW, ENVIRONMENTALLY FRIENDLY
TACTICS, THE PORT AUTHORITY HAS RETURNED A PROFIT ON THE GUIDES FOR THE FIRST TIME IN 25 YEARS.
FINANCIAL/INVESTOR RELATIONS
RCN Corporation: IN ORDER TO DEVELOP A UNIFIED COMMUNICATION PLAN TO DEMONSTRATE RCN'S FINANCIAL GOALS, CREDIBILITY AMONG CONSUMERS AND FUTURE GOALS, THE CABLE COMPANY'S
COMMUNICATIONS TEAM DECIDED TO USE ITS SMALL SIZE IN COMPARISON TO COMPETITORS TO ITS ADVANTAGE, POSITIONING RCN AS A HOMETOWN COMPANY THAT CARES RATHER THAN A BIG, FACELESS CABLE
CORPORATION. BECAUSE RCN DID NOT HAVE THE BUDGET TO LAUNCH A BROAD MEDIA CAMPAIGN, THE TEAM LEVERAGED THE GRASSROOTS POWER OF LOCAL PR EVENTS TO GET THE ATTENTION OF INDIVIDUAL
COMMUNITIES. THE COMPANY HAS BUILT A REPUTATION AS BEING CHARITABLE BY ENCOURAGING EMPLOYEES TO DONATE TIME TO LOCAL AID ORGANIZATIONS, THUS ENHANCING ITS VISIBILITY AND
CREDIBILITY AMONG LOCAL AND REGIONAL COMMUNITIES.
CCG - HQ Sustainable Maritime Industries Inc.: IN ORDER TO STABILIZE OPERATIONS IN ACROSS ITS WORLDWIDE LOCATIONS, HQ SUSTAINABLE MARITIME INDUSTRIES PARTNERED WITH CCG
INVESTOR RELATIONS IN JULY 2007. THE TEAM DEVELOPED A "BLUE OCEAN STRATEGY," WHICH MAPS OUT A METHOD OF TILAPIA FARMING THAT MEETS SOCIAL AND ENVIRONMENTAL STANDARDS, AS WELL AS
COMMUNICATES HQ'S DEDICATION TO DISTRIBUTING TOXIN-FREE PRODUCTS TO HELP KEEP THE WORLD'S OCEANS CLEAN.
SINCE PARTNERING WITH CCG, HQ'S TRADING VOLUME AND SHARE PRICE HAVE ESCALATED CONSIDERABLY. MOST NOTABLY, HQ'S IMPLEMENTATION OF VERTICAL INTEGRATION BRINGS A COMPLETE CONTROL
OF OPERATIONS AND ASSURES TOP NOTCH QUALITY OF THEIR PRODUCTS.
LE&A and spartan motors - Spartan Motors Industry Outlook Event: WITH ITS EXPERTISE DEVELOPING CUSTOM CHASSIS FOR EMERGENCY, RECREATIONAL AND MILITARY VEHICLES, SPARTAN
MOTORS NEEDED A WAY TO COMMUNICATE POTENTIAL CONSUMERS AND INVESTORS OF ITS EXPERTISE IN DEVELOPING CUSTOM CHASSIS FOR EMERGENCY, RECREATIONAL AND MILITARY VEHICLES. COLLABORATING
WITH LAMBERT, EDWARDS & ASSOCIATES (LE&A), THE TEAM ARRANGED AN EVENT IN NEW YORK CITY TO INCREASE THE VISIBILITY BY HAVING VEHICLES ON SITE TO SHOW THE QUALITY AND RANGE
OF SPARTAN MOTORS' PRODUCTS. DESPITE PROBLEMS WITH FINDING AN AREA TO CONTAIN THE LARGE VEHICLES AND TRANSPORTING THEM TO AND FROM THE LOCATION, THE EVENT ENDED UP EXCEEDING
EXPECTATIONS, DRAWING MORE THAN 70 MEMBERS OF THE INVESTMENT COMMUNITY. FOLLOW-UP SURVEYS GAUGED THE ATTENDEES' RESPONSES AS VERY POSITIVE. IN TURN, SPARTAN MOTORS HIT AN ALL-TIME
HIGH IN FINANCIAL INSTITUTION OWNERSHIP PERCENTAGE IN THE FOURTH QUARTER OF 2007.
FD & ELC-Optimize. Diversify. Grow. Enhancing an Investment Story and Driving Valuation: DUE TO A PERCEPTION THAT THE ESTÉE LAUDER COMPANIES (ELC) WAS BEHIND THE TIMES
BASED ON MIXED VIEWS AMONG ANALYSTS, THE COMPANY COLLABORATED WITH FD IN 2007 TO LAUNCH AN ANALYST/INVESTOR DAY FOR THE FIRST TIME IN FOUR YEARS TO DEMONSTRATE ELC'S STRONG
BUSINESS MODEL AND LONG-TERM VISION. TO PREPARE FOR THE EVENT, WHOSE THEME WAS "OPTIMIZE. DIVERSITY. GROW.", FD CONDUCTED AN AUDIT OF THE COMPANY'S STAKEHOLDERS TO GET THEIR
FEELINGS ABOUT THE BUSINESS AND MANAGEMENT TEAM. FD ALSO MET WITH SENIOR MANAGEMENT TO GAUGE THE IMPORTANT ELEMENTS OF ELC'S GROWTH STRATEGIES. THEN, KEEPING WITH THE EVENT'S
THEME, FD SHOWED ATTENDEES OF THE ANALYST/INVESTOR DAY HOW ELC INTENDS TO OPTIMIZE, DIVERSIFY AND GROW EVERY ASPECT OF THEIR COMPANY. DIFFERENT DIVISIONS SHOWCASED THEIR NEWEST
PRODUCTS TO DEMONSTRATE INNOVATION. POST-EVENT SUCCESS WAS MEASURED BY ELC'S STOCK PRICE, WHICH REACHED A FIVE-YEAR HIGH IMMEDIATELY FOLLOWING THE ANALYST/INVESTOR DAY.
GLOBAL PR
HILL & KNOWLTON ITALY AND PROJECT BETTER PLACE--Making the World a Better Place--Hill & Knowlton (H&K): WHEN SHAI AGASSI, FORMER MEMBER OF THE EXECUTIVE BOARD OF
SAP AG, ANNOUNCED THE UPCOMING LAUNCH OF HIS NEW VENTURE "PROJECT BETTER PLACE"--A GLOBAL INFRASTRUCTURE SOLUTION FOR ELECTRIC VEHICLES--HE BROUGHT ON HILL & KNOWLTON ITALY TO
SUPPORT THE LAUNCH AND HELP IGNITE THE DEBATE OVER MAKING ELECTRIC VEHICLES A SOCIAL NORM. A JUGGERNAUT OF TACTICS, INCLUDING THIRD-PARTY SUPPORTERS, PUBLIC AFFAIRS EFFORTS AND
MEDIA OUTREACH, BROUGHT PROJECT BETTER PLACE TO THE FOREFRONT OF THE DISCUSSION SURROUNDING ELECTRIC VEHICLES. THE ORGANIZATION IS NOW IN TALKS WITH 30 COUNTRIES AND SEVERAL AUTO
MANUFACTURERS AS A RESULT OF THE INTERNATIONAL LAUNCH.
FT Global Communications--Global Refresh Campaign 2007: IN AN EFFORT TO REINVENT AND REFRESH ITS BRAND, THE FINANCIAL TIMES SET OUT TO RAISE GLOBAL AWARENESS OF ITS EDITOR,
LIONEL BARBER, AND THE NEW EXECUTIVE MANAGEMENT TEAM. THROUGH A SERIES OF SPECIAL EVENTS HOSTED IN LOCATIONS AROUND THE WORLD, AS WELL AS INTERVIEWS WITH BARBER REGARDING THE NEW
BRAND IN KEY MEDIA OUTLETS, THE PUBLICATION'S MESSAGE WAS DELIVERED TO AN AUDIENCE OF 23-PLUS MILLION.
THE BLUE PLANET WORLD FOUNDATION & KAPLOW--Around the World in 95 Days: THE 2007 BLUE PLANET RUN: TAKE 20 ORDINARY RUNNERS, 16 COUNTRIES, 15,200 MILES AND 95 CONTINUOUS
DAYS OF RUNNING, AND YOU'LL HAVE THE FIRST-EVER 2007 BLUE PLANET RUN. THIS CAMPAIGN WAS CONDUCTED BY KAPLOW IN CONJUNCTION WITH THE BLUE PLANET WORLD FOUNDATION TO GET THE WATER
CRISIS ON THE GLOBAL AGENDA AND, IN TURN, TO MOTIVATE PEOPLE TO WORK TOWARD A SOLUTION. THE BLUE PLANET RUN NEWS HOOK GENERATED MORE THAN 600 MILLION MEDIA IMPRESSIONS AND SERVED
AS A CATALYST FOR ORGANIZED ACTIVATION FROM COMMUNITY GROUPS AROUND THE WORLD.
Red Consultancy--Campaign For McAfee's Virtual Criminology Report: MCAFEE NEEDED TO SET ITSELF APART FROM THE COMPETITION, SO THE TEAM OF EXECUTIVES HIRED RED CONSULTANCY TO
CREATE A CAMPAIGN THAT SHOWCASED THEIR SERVICES AND EXPERTISE ON THE TOPIC OF CYBER SECURITY ON AN INTERNATIONAL LEVEL. THE COMPANY CREATED A CRIMINOLOGY REPORT AND USED
INDEPENDENT RESEARCHERS WITH ACCESS TO EXPERTS TO ENHANCE THE REPORT'S CREDIBILITY AMONG A GLOBAL AUDIENCE. AS A RESULT, THEY WERE ABLE TO GENERATE SALES LEADS ALONG WITH MEDIA
COVERAGE WORLDWIDE. PLUS, CHINA'S GOVERNMENT DIRECTLY RESPONDED TO THE REPORT IN A NATIONAL PRESS CONFERENCE, AND CONTACTED THE COMPANY TO REQUEST COPIES.
GREEN PR
Pacific Gas and Electric Company - The Nation's Leading Green Utility: AS PART OF ITS 2007 CORPORATE VALUES MESSAGING, PACIFIC GAS AND ELECTRIC COMPANY (PG&E) WANTED TO
MAKE ENVIRONMENTAL LEADERSHIP A PRIORITY. TO COMMUNICATE THIS, PG&E EXECS ORGANIZED A MEDIA OUTREACH TO PROMOTE CUSTOMER ENROLLMENTS IN CLIMATESMART, A VOLUNTARY CARBON OFFSET
PROGRAM FORMED BY THE COMPANY. THEY MADE SURE TO FOLLOW ANY MEDIA COVERAGE THAT DISPLAYED THE BENEFITS OF PG&E'S ENVIRONMENTAL CONTRIBUTIONS AND PROMOTED ANY ENDORSEMENTS,
ANNOUNCEMENTS OR EVENTS ABOUT THE COMPANY OR ITS PROGRAMS. PG&E ALSO INSPIRED ITS EMPLOYEES TO PUT IN THOUSANDS OF HOURS OF COMMUNITY SERVICE, HONORING THOSE WHO SHOWED
ENVIRONMENTAL LEADERSHIP. THANKS TO ITS EFFORTS, PG&E WAS NAMED A GREEN LEADER BY TOP-TIER PUBLICATIONS INCLUDING VANITY FAIR AND FORTUNE, IN TURN EDUCATING CONSUMERS ABOUT
THE COMPANY'S COMMITMENT TO A HEALTHY AND SUSTAINABLE ENVIRONMENT.
General Electric - "Green is Universal" - Two-Year Anniversary of GE's ecoimagination: TO COMMEMORATE THE TWO-YEAR ANNIVERSARY OF "ECOIMAGINATION," GENERAL ELECTRIC WANTED TO
CELEBRATE THEIR CUSTOMERS COMMITMENT TO THE PROGRAM, BUT ALSO TO FOCUS ON RAISING AWARENESS OF ENVIRONMENTAL ISSUES, FORMING RELATIONSHIPS WITH VITAL MEDIA AND DISCUSSING PROGRESS
OF ECOIMAGINATION. GE EXECS TAPPED EMPLOYEES TO DEVELOP THE CELEBRATION, PICK OUT SPEAKERS AND COMPOSE THE INVITATION LISTS. NEARLY 500 CUSTOMERS JOINED GE IN MAY 2007 FOR THE
ANNIVERSARY PARTY. A DISCUSSION WITH CALIFORNIA GOV. ARNOLD SCHWARZENEGGER AND A GLOBAL EMPLOYEE BROADCAST WERE HIGHLIGHTS OF THE CELEBRATION. THE ECOIMAGINATION SOIREE GARNERED
POSITIVE COVERAGE FROM NEARLY 100 MEDIA OUTLETS, NOT TO MENTION INCREASED DEMAND AND REVENUE FOR ECOIMAGINATION PRODUCTS.
The City of Arlington, Texas & Fowler Group: What's Your Clean Air IQ: FOLLOWING UP ON THE HISTORY OF A CLEAN AIR CAMPAIGN CAN BE CHALLENGING, BUT REPUBLIC WASTE SERVICES
INC. AND THE FOWLER GROUP KEPT IT SIMPLE: EDUCATE AND RAISE AWARENESS TO CITIZENS IN ARLINGTON, TEXAS, BY PARTNERING WITH THE PARKS AT ARLINGTON MALL. IN DOING SO, THE 2007 CLEAN
AIR CAMPAIGN WOULD REACH APPROXIMATELY 5 MILLION VISITORS DURING THE MOVEMENT. THESE VISITORS WOULD THEN HELP REPUBLIC WASTE SERVICES REACH ITS OBJECTIVE OF INCREASING TRAFFIC TO
ITS WEB SITE AND GETTING PEOPLE TO SIGN UP TO RECEIVE CLEAN AIR KITS. BOTH PARTNERS EXPERIENCED SUCCESS AS A RESULT OF THE CAMPAIGN; THE MALL MET ITS GREEN INITIATIVE GOAL IMPOSED
BY THEIR PARENT COMPANY AND REPUBLIC WASTE SERVICES SAW HUGE INCREASES IN WEB TRAFFIC AND CLEAN AIR TESTER KIT REQUESTS.
ENTERGY MISSISSIPPI--GENERATION E INITIATIVE: IN RECOGNITION OF EARTH DAY 2007, ENTERGY MISSISSIPPI RENEWED ITS FOCUS ON THE ENVIRONMENT BY LAUNCHING THE GENERATION E
INITIATIVE, WHICH TAKES ACTION TO REDUCE GREENHOUSE GAS EMISSIONS, TO EXPLORE NEW NUCLEAR OPPORTUNITIES AND TO ENCOURAGE OTHERS TO MAKE SIMILAR COMMITMENTS. THANKS TO ITS EFFORTS,
THE COMPANY GARNERED SIGNIFICANT MEDIA ATTENTION AND INSPIRED MEMBERS OF EVERY GENERATION TO CONTRIBUTE TO A HEALTHY ENVIRONMENT.
INTERNAL PUBLICATION
Dominion - Connect Employee Newsmagazine: DOMINION'S EMPLOYEE COMMUNICATIONS TEAM KEEPS ITS NEARLY 17,000 EMPLOYEES CONNECTED BY PRODUCING AN INTERNAL NEWSMAGAZINE, "CONNECT."
HOWEVER, A SURVEY CONDUCTED IN 2007 REVEALED THAT LENGTHY ARTICLES DIDN'T GET THE DESIRED AMOUNT OF ATTENTION FROM READERS, PROMPTING THE TEAM TO SUGGEST A REDESIGN. THE RESULTING
PUBLICATION FEATURED ABBREVIATED ARTICLES, IN WHICH KEY MESSAGES WERE HIGHLIGHTED IN BULLET POINTS. THEN, TO ENSURE CONTENT IN FUTURE ISSUES WAS IN STEP WITH EMPLOYEES' NEEDS AND
WANTS, MONTHLY SURVEYS HELPED DETERMINE UPCOMING FEATURES. AS A RESULT, READERSHIP OF "CONNECT" HAS SKYROCKETED, MEETING THE TEAM'S GOAL OF MAKING THE PUBLICATION A VALUED
RESOURCE FOR EMPLOYEES AND THEIR FAMILIES.
Goodwill Industries of Middle Tennessee Inc. - Living the mission: TO PROVIDE A VOICE FOR ITS 1,300 EMPLOYEES ACROSS 10 DEPARTMENTS, GOODWILL'S MARKETING DEPARTMENT CREATED A
MAGAZINE TITLED "LIVING THE MISSION." IN DECEMBER 2007, WORK BEGAN TO ENHANCE EACH SECTION WITH VALUABLE CONTENT AND VISUALS THAT COMMUNICATED GOODWILL'S POSITION IN THE
MARKETPLACE, ALONG WITH INFORMATION ABOUT HOW EMPLOYEES CAN DEVELOP THEMSELVES WITHIN THE ORGANIZATION. SINCE THE MAGAZINE'S REVISION, READERSHIP NOW EXCEEDS 1,000 INDIVIDUALS,
AND EMPLOYEES REPORT BEING EVEN MORE INFORMED ABOUT GOODWILL THAN EVER. SALES AND SERVING DONORS IN THE COMPANY ALSO SAW SIGNIFICANT INCREASES. MOST IMPRESSIVE, "LIVING THE
MISSION" HAS BEEN CREDITED WITH HELPING TO REDUCE EMPLOYEE TURNOVER BY 15%.
Toyota Motor--Driver's Seat Associate Newsletter: TO SHARE THE COMPANY'S GOALS AND TO COMMUNICATE ACROSS THE COMPANY'S MANY LOCATIONS AND DEPARTMENTS, TOYOTA CREATED A
NEWSLETTER, "DRIVER'S SEAT," THAT AIMED TO HELP ITS EMPLOYEES CONTRIBUTE TO THE COMPANY'S SUCCESS BY KEEPING THEM INFORMED ABOUT NEW OPPORTUNITIES AND CHANGES WITHIN. A RECENT
EMPLOYEE SURVEY SHOWED THAT "DRIVER'S SEAT" CONTENT HAS IMPROVED THE OVERALL UNDERSTANDING OF THE COMPANY.
Peabody Energy--Conveyor: PEABODY ENERGY'S "CONVEYOR" NEWSLETTER SPEAKS TO EMPLOYEES AND OTHER STAKEHOLDERS TO COMMUNICATE COMPANY STRATEGIES, OPPORTUNITIES FOR GROWTH AND
EMPLOYEE INFORMATION. THE "HOMETOWN HEROES" SECTION OF THE QUARTERLY NEWSLETTER IS ESPECIALLY EFFECTIVE, HIGHLIGHTING THE ACCOMPLISHMENTS OF SPECIFIC EMPLOYEES.
MARKETING COMMUNICATIONS
Massachusetts Mutual Life Insurance Company (MassMutual)--Retirement Revolution: TO HELP BABY BOOMERS DEAL WITH THE STRESSES AND UNCERTAINTIES SURROUNDING RETIREMENT,
MASSMUTUAL BECAME THE EXCLUSIVE SPONSOR OF THE PBS DOCUMENTARY RETIREMENT REVOLUTION. TO MARKET THE SPONSORSHIP, THE COMPANY INITIATED A MEDIA TOUR AND HAD SEVERAL LAUNCH EVENTS
TO ENHANCE BOOMERS' UNDERSTANDING OF RETIREMENT ISSUES. OVERALL, MASSMUTUAL'S OUTREACH EFFORTS ULTIMATELY DREW AN AUDIENCE OF MORE THAN 1 MILLION PEOPLE TO WATCH THE DOCUMENTARY'S
DEBUT.
AMERICAN HEART ASSOCIATION & CONE--Start!: THE AMERICAN HEART ASSOCIATION AND CONE TEAMED UP TO INSPIRE AMERICANS IN THE WORKPLACE TO ADOPT A HEALTHIER LIFESTYLE. DUBBED
"START!," THE PROGRAM WAS MARKETED AS THE MEANS TO A LONGER, HEALTHIER LIFE; SIMPLY, IT URGED INDIVIDUALS TO SIGN UP AND LITERALLY WALK TO THEIR HEALTH GOALS. SINCE THE PROGRAM'S
LAUNCH, MORE THAN 43,600 AMERICANS HAVE SIGNED UP FOR START!, AND OVER $100 MILLION HAS BEEN RAISED THROUGH LOCAL FUNDRAISING.
PUBLICIS & AMERICAN UROLOGICAL ASSOCIATION FOUNDATION--Get on Par with Prostate Cancer: THIS CAMPAIGN WAS CREATED TO ENCOURAGE MEN WITH PROSTATE CANCER TO GET TREATED BY AN
ONCOLOGIST. THE AMERICAN UROLOGICAL ASSOCIATION FOUNDATION (AUAF) SET OUT TO ENDORSE THE IDEA THAT PROSTATE CANCER PATIENTS NEED A MULTIDISCIPLINARY TEAM TO EFFECTIVELY TREAT THE
DISEASE. USING A GOLF-THEMED RISK ASSESSMENT TOOL, THE AUAF TEAM PARTNERED WITH GOLF MAGAZINE TO INCREASE AWARENESS AMONG MEN WHO SHOULD BE SEEKING EARLY TREATMENT. THE CAMPAIGN
USED MEDIA OUTREACH AND DIRECT-TO-PATIENT TACTICS TO INCREASE THE NUMBER OF PATIENTS WHO RECEIVED MULTIDISCIPLINARY TREATMENT EVERY MONTH BY 7%.
AMERICAN HEART ASSOCIATION--FOOD CERTIFICATION PROGRAM "DOWNLOAD TO MOBILE" LAUNCH: THE AMERICAN HEART ASSOCIATION'S (AHA) FOOD CERTIFICATION PROGRAM LAUNCHED A NEW, HIGH-TECH
APPLICATION AROUND THE POPULAR "MY GROCERY LIST" BUILDER FEATURE ON HEARTCHECKMARK.ORG, WHICH PROVIDES THE ABILITY TO SAVE GROCERY LISTS AND DOWNLOAD THEM TO MOBILE PHONES. TO
PROMOTE THE FEATURE, THE TEAM USED A VARIETY OF TACTICS, INCLUDING IN-STORE TV SPOTS, A YOUTUBE VIDEO, GROCERY CART CARDS AND FORWARD-TO-A-FRIEND E-CARDS, WHICH IN TURN PROMPTED
WEB USE TO INCREASE BY 14% AS COMPARED TO PRE-LAUNCH TRAFFIC.
MEDIA EVENT
MILK PROCESSOR EDUCATION PROGRAM & WEBER SHANDWICK--Launching Chocolate Milk as "The Official Drink of Halloween:" MILK PROCESSOR EDUCATION PROGRAM (MILKPEP) AND WEBER
SHANDWICK TEAMED UP TO PROMOTE CHOCOLATE MILK AS THE OFFICIAL BEVERAGE OF HALLOWEEN BY EDUCATING MOMS ON ITS BENEFITS. A HALLOWEEN EVENT FOR CELEBRITY MOMS AND THEIR KIDS, A
CUSTOMIZED WEB SITE AND MAJOR MEDIA OUTREACH HELPED GENERATE 132 MILLION MEDIA IMPRESSIONS FOR THE EFFORT. CHOCOLATE MILK SALES TRIPLED DURING HALLOWEEN SEASON.
FPL & RBB PUBLIC RELATIONS--Extreme Home ENERGY Makeover, Florida Power & Light: CAPITALIZING ON THE POPULARITY OF THE TV SHOW EXTREME MAKEOVER, FPL ENLISTED RBB PUBLIC
RELATIONS TO CREATE THE HOME ENERGY MAKEOVER (HEM) AS PART OF AN EFFORT TO EDUCATE LOW-INCOME FAMILIES ABOUT ENERGY CONSERVATION. HEM VISITED HOMES AND SHOWED FAMILIES HOW TO SAVE
$200 ANNUALLY. THE MEDIA COVERAGE ALSO ENABLE THE PARTICIPATING FAMILIES TO ACT AS ROLE MODELS IN THEIR COMMUNITIES. THE CAMPAIGN GENERATED 5 MILLION MEDIA IMPRESSIONS AND
INCREASED OVERALL CUSTOMER PARTICIPATION.
STAPLES--Back-to-School Supplies Strut Their Stuff on the Runway: TO DISTINGUISH ITSELF AS THE NO. 1 BACK-TO-SCHOOL SUPPLIES RETAILER, STAPLES HIRED TV ACTRESS/PERSONALITY LISA
RINNA AS HOST OF A FASHION SHOW THAT FEATURED KIDS FROM THE BOYS & GIRLS CLUB OF AMERICA'S BROOKLYN CHAPTERS. THE EVENT RECEIVED WIDE TV COVERAGE AND SET STAPLES APART FROM
ITS COMPETITORS.
MEDIA RELATIONS
FLORIDA POWER & LIGHT AND RBB PUBLIC RELATIONS--FPL's Storm Secure Program Leaves Hurricanes in the Past: TO RESTORE CUSTOMER SATISFACTION AS THE 2007 HURRICANE SEASON
APPROACHED, FLORIDA POWER & LIGHT (FPL) AND RBB PUBLIC RELATIONS CREATED STORM SECURE BUILD RAPPORT WITH HURRICANE-BATTERED FLORIDIANS. THE TEAM LEVERAGED FPL'S VAST KNOWLEDGE
OF STORM PREPAREDNESS TO BLITZ CONSUMERS WITH TIPS FOR STORM-PROOFING THEIR HOMES VIA CREDIBLE MEDIA OUTLETS. MEDIA WORKSHOPS, FIELD OUTINGS AND A SIMULATED HURRICANE DRY RUN ALL
CONTRIBUTED TO INCREASING MEDIA INTEREST, WHICH IN TURN SECURED MORE THAN 97 MILLION MEDIA IMPRESSIONS AND INCREASED CONSUMER CONFIDENCE IN FPL TO PRE-STORM-SEASON LEVELS.
Vantage Communications--March Madness Slam Dunk Campaign: ETELEMETRY AND VANTAGE COMMUNICATIONS TEAMED UP TO PROMOTE THE ETELEMETRY'S METRON PRODUCT, A BANDWIDTH MANAGEMENT
TOOL THAT MEASURES INTERNET USAGE AMONG EMPLOYEES. REALIZING THAT THE LATTER CAPABILITY MEANT THE PRODUCT COULD MEASURE THE AMOUNT OF TIME EMPLOYEES SPENT SURFING THE WEB, THE
TEAM LAUNCHED A PROMOTION EFFORT, "MARCH MADNESS SLAM DUNK CAMPAIGN," AROUND THE NCAA BASKETBALL TOURNAMENT. VANTAGE COMMUNICATIONS USED THE STREAMING OF TOURNAMENT GAMES BY CBS
SPORTS AS AN OPPORTUNITY TO GENERATE INTEREST IN METRON, AS THE VIDEOS WERE STREAMED LIVE DURING BUSINESS HOURS. THE MEDIA POUNCED ON THE CAMPAIGN, AND RESULTING COVERAGE CAUSED
ETELEMETRY'S WEB HITS TO JUMP 69% BASED ON NEWS FEATURES AND INTERVIEWS STEMMING FROM THE MARCH MADNESS PRESS RELEASE.
NINTENDO & GOLINHARRIS--Gray Gamers Go Wild for Wii: NINTENDO AND GOLINHARRIS TOOK ON THE CHALLENGE OF TURNING SENIOR CITIZENS INTO WII FANS BY WORKING WITH ERICKSON
RETIREMENT COMMUNITIES TO DISTRIBUTE WII CONSOLES TO ERICKSON'S 18 RESIDENCES NATIONWIDE. THE CAMPAIGN FOCUSED ON WII'S INTERACTIVE BUT LOW-IMPACT GAMES, INCLUDING BOWLING, GOLF
AND TENNIS, PROMOTING TOURNAMENTS AMONG SENIOR CITIZENS TO REGIONAL AND NATIONAL MEDIA OUTLETS. THE TEAM ALSO CREATED A WEB SITE TO CONNECT TOURNAMENT PARTICIPANTS. THE CAMPAIGN
RESULTED IN TOP-TIER MEDIA COVERAGE, AS WELL AS NEW PARTNERSHIPS FORGED BETWEEN THE BRAND AND RETIREMENT COMMUNITY ORGANIZATIONS.
PROCTER & GAMBLE AND MANNING SELVAGE & LEE--FEBREZE CANDLES: THE SCENTED CANDLE MARKETPLACE IS HIGHLY COMPETITIVE, THUS REQUIRING P&G TO CUT THROUGH THE CLUTTER IN
ORDER TO OBTAIN SIGNIFICANT MARKET SHARE FOR THE DEBUT OF FEBREZE CANDLES. TEAMING UP WITH MANNING SELVAGE & LEE (MS&L), THE COMPANY TARGETED MEDIA AND HIGHLIGHTED THE
BRAND'S POINTS OF DIFFERENTIATION: PATENTED ODOR-ELIMINATING TECHNOLOGY AND EQUITY STRENGTH. INFLUENTIAL MEDIA PARTNERSHIPS, COUPLED WITH THE TEAM'S ABILITY TO LEVERAGE P&G'S
BRAND ASSETS AND ITS AMBASSADORS' LOVE FOR FEBREZE, DROVE WORD-OF-MOUTH AND MEDIA BUZZ. RESULTING COVERAGE OF FEBREZE CANDLES CONTRIBUTED TO THE BRAND ACHIEVING 26% SHARE IN FOOD
AND DRUG RETAILERS WITHIN FOUR WEEKS OF THE LAUNCH.
MULTICULTURAL CAMPAIGN
Comunicad & AARP--AARP Feria de la Segunda Juventud (Festival of the Second Youth): TO INCREASE AWARENESS AND CREATE BRAND EXPOSURE FOR AARP IN PUERTO RICO, COMUNICAD
LAUNCHED A CELEBRITY BREAKFAST AND HOSTED A SERIES OF HEALTH AND LIFESTYLE WORKSHOPS, WHICH WERE ATTENDED BY MORE THAN 16,000 PEOPLE, IN TURN BOOSTING AARP MEMBERSHIP BY 53%.
RESOLUTE CONSULTING & ILLINOIS DEPARTMENT OF TRANSPORTATION--Traffic Safety Matters: HOPING TO AFFECT THE HIGH RATE OF CAR-CRASH FATALITIES FOR AFRICAN-AMERICANS AND
LATINOS IN COOK COUNTY, ILL., RESOLUTE CONSULTING CREATED A MULTICULTURAL CAMPAIGN THAT WAS BUILT ON FOCUS GROUPS, STAKEHOLDER IDENTIFICATION AND RESEARCH. FOLLOWING THE CAMPAIGN,
SEAT BELT USAGE IN ILLINOIS INCREASED, AND THE ILLINOIS DEPARTMENT OF TRANSPORTATION GAINED BETTER INSIGHT INTO HOW TO TARGET MINORITY POPULATIONS.
ABBOTT, FLEISHMAN-HILLARD & MAGIC JOHNSON FOUNDATION--"I Stand With Magic: Reducing the Stigma of HIV in the African-american community: THE MAGIC JOHNSON FOUNDATION'S "I
STAND WITH MAGIC" CAMPAIGN CONTINUES TO BE A LEADING LIGHT IN RAISING AWARENESS OF HIV/AIDS IN THE AFRICAN-AMERICAN COMMUNITY. IN ITS EFFORTS TO REDUCE THE NUMBER OF NEW HIV
INFECTIONS AMONG AFRICAN-AMERICANS, MINIMIZE THE STIGMA ASSOCIATED WITH HIV/AIDS AND PROMOTE BROADER COMMUNITY ACTION, "I STAND WITH MAGIC" HOSTED TOWN HALL FORUMS AND OFFERED
FREE, CONFIDENTIAL RAPID TESTING AND OUTREACH PROGRAMS. THE CAMPAIGN GENERATED MORE THAN 22 MILLION MEDIA IMPRESSIONS IN 2007.
ONLINE COMMUNICATIONS
Cone LLC & Jockey International--stopsquirming.com: TO RE-INTRODUCE ITS BRAND TO A YOUNGER CONSUMER AUDIENCE, JOCKEY TEAMED UP WITH CONE TO LEVERAGE THE POWER OF ONLINE
MEDIA TO HAVE CANDID INTERACTIONS WITH THE TARGET DEMOGRAPHIC. THE EXECS CREATED STOPSQUIRMING.COM, A WEB PLATFORM THAT ENCOURAGED VISITORS TO SUBMIT VIDEOS OF THE COMICAL
EXTREMES THAT PEOPLE GO TO IN ORDER TO ALLEVIATE THE DISCOMFORT CAUSED BY ILL-FITTING UNDERWEAR. THE CLEVER APPROACH GENERATED SIGNIFICANT MEDIA COVERAGE AND WEB TRAFFIC,
SUCCESSFULLY REACHING THE TARGET AUDIENCE WITH THE BRAND MESSAGING.
D S Simon Productions & Macy's--Macy's annual balloonfest: TO GENERATE BUZZ AROUND MACY'S DEPARTMENT STORE'S ANNUAL BALLOONFEST, IN WHICH THE THANKSGIVING DAY PARADE
CHARACTER BALLOONS ARE TEST-FLOWN IN A REAL OUTDOOR SETTING, THE COMPANY TAPPED D S SIMON PRODUCTIONS, WHICH IN TURN CREATED VIDEO FOOTAGE OF EVERYTHING FROM THE BALLOON-MAKING
PROCESS TO INTERVIEWS WITH KEY PARADE COORDINATORS. THE VIDEOS AND SUBSEQUENT MEDIA OUTREACH ONLINE CAUGHT QUICKLY WENT VIRAL, SUCCESSFULLY WHETTING THE APPETITES OF CONSUMERS WHO
WERE ANXIOUS TO ATTEND THE FEST.
LIME Public Relations + Promotion, Mrs. Fields & iVillage Search--30th Anniversary cookie contest: WHEN THE MRS. FIELDS COOKIE BRAND TURNED 30 IN 2007, ITS EXECS WANTED TO
LAUNCH A MARKETING PROGRAM THAT WOULD SUPPORT SALES IN STORES AND ONLINE WHILE SIMULTANEOUSLY TELLING THE BRAND'S STORY AND ENCOURAGING CONSUMER INTERACTION. WITH THE HELP OF LIME
PUBLIC RELATIONS + PROMOTION AND IVILLAGE SEARCH, THE TEAM DEVELOPED A NATIONAL CONTEST IN WHICH PEOPLE COULD SUBMIT THEIR FAVORITE COOKIE RECIPE, A PHOTO AND A STORY OF
THEMSELVES BAKING. THE WINNING RECIPE WOULD INSPIRE THE NEXT MRS. FIELDS COOKIE. MORE THAN 14,000 PEOPLE VOTED IN THE ONLINE CONTEST, AND THE COMPANY SOLD OUT OF TWO COOKIE
FLAVORS WITHIN WEEKS OF THE CONTEST'S ANNOUNCEMENT.
EDELMAN & SHELL--SHELL V-POWER STREET CHALLENGE ONLINE GAME: TO INCREASE TRAFFIC TO THE SHELL V-POWER (SVP) PORTION OF ITS WEB SITE, SHELL TEAMED UP WITH EDELMAN TO LAUNCH
AN ONLINE GAME THAT TARGETED AN SVP AUDIENCE OF AUTOMOTIVE ENTHUSIASTS AND MAINSTREAM PREMIUM BUYERS. THE GAME HINGED ON PLAYERS INTERACTING WITH THE SVP BRAND BY NAVIGATING
THROUGH A RETRO-STYLE ONLINE DRIVING GAME. THE RESULT: MORE THAN 3.4 MILLION MEDIA IMPRESSION, 7,800 PARTICIPANTS AND 17,000 CLICK-THROUGHS TO THE SVP WEB SITE.
PODCAST/VIDEOCAST
Rias Baixas & Medialink--Wine Video Podcasts: RIAS BAIXAS CHARGED MEDIALINK WITH THE TASK OF EDUCATING THE PUBLIC ABOUT THE GALICIA PROVINCE IN SPAIN, WHICH IS HOME TO THE
ALBARINO VARIETY OF WHITE WINE. THE TEAM MET THIS OBJECTIVE BY CREATING A THREE-SERIES PODCAST HOSTED BY WINE WRITER DOUG FROST AND DISTRIBUTED TO TARGET AUDIENCES OF WINE
CONNOISSEURS. MORE THAN 14 MILLION PEOPLE DOWNLOADED THE SERIES, WHICH WAS HOSTED ON WEB SITES CATERING TO BABY BOOMERS, WINE ENTHUSIASTS AND GOURMET FOOD FANS.
American Institute of Certified Public Accounts--Feed the Pig Podcast Series: WEB SITE USERS OF THE AMERICAN INSTITUTE OF CERTIFIED PUBLIC ACCOUNTS (AICPA) REPORTED NEEDING A
MORE IN-DEPTH INFORMATION RESOURCE TO MEET THEIR ACCOUNTING NEEDS. TO MEET THIS DEMAND, THE COMMUNICATIONS TEAM DEVELOPED PODCASTS THAT ARE HOSTED BY A YOUNG CPA, WHO IS
POSITIONED AS A TRUST, KNOWLEDGEABLE SOURCE. THE PODCASTS ADDRESS RELEVANT TOPICS AND CAN BE DOWNLOADED AT NO COST. THE APPROACH RESULTED IN MORE THAN 45,500 PODCAST DOWNLOADS,
WHICH SPEAKS TO THE VALUE OF THE INFORMATION AND THE SUCCESSFUL MEANS OF COMMUNICATING IT.
U.S. Department of Veteran's Affairs/Office of Public & Intergovernmental Affairs--VA News "On-Location" Week of April 21, 2008: VA NEWS, A VIDEOCAST THAT PROVIDES TIMELY
NEWS TO THE DEPARTMENT OF VETERANS AFFAIRS, SHARES STORIES OF VA EMPLOYEES AND COMMUNICATES THE ORGANIZATION'S POSITIVE IMPACT ON VETERANS. ONE OF THEIR SHOWS WENT ON LOCATION TO
FEATURE THE VA MEDICAL CENTER IN BAY PINES, FLA., AS IT CELEBRATED ITS 75TH ANNIVERSARY. THE SHOW RECEIVED COMPLIMENTS FROM KEY AUDIENCES, AN INCREASE IN VIEWERS THROUGH WORD-OF-
MOUTH ADVERTISING AND A NUMBER OF AWARDS.
PRO BONO CAMPAIGN
Ya Gotta Believe: Together We Will Make A Difference - Ritz Communications for The Tug McGraw Foundation: THE TUG MCGRAW FOUNDATION (TMF) WAS SELECTED AS A CHARITY PARTNER FOR
THE 2007 ING NEW YORK CITY MARATHON. THE ORGANIZATION TEAMED UP WITH RITZ COMMUNICATIONS TO RAISE AWARENESS AND SUPPORT OF BRAIN TUMOR RESEARCH, AND TO BECOME A VALUED RESOURCE
FOR PATIENTS AND HEALTHCARE PROFESSIONALS. TMF HAD 36 RUNNERS AGREE TO RUN FOR TEAM MCGRAW IN HONOR OF SOMEONE WHOSE LIFE HAD BEEN AFFECTED BY A BRAIN TUMOR. RITZ HELPED THE TEAM
WITH MEDIA OUTREACH, AS WELL AS WITH ON-SITE SUPPORT ON THE DAY OF THE RACE. THANKS TO THE TEAM'S EFFORTS, TMF RAISED $280,000 FOR ITS CAUSE, BEATING ITS ORIGINAL GOAL BY ALMOST
$200,000.
Latham & Watkins LLP - Pro Bono Reform of California's Juvenile Justice System: WITH CALIFORNIA'S JUVENILE JUSTICE SYSTEM IN DECLINE, LATHAM & WATKINS ATTORNEYS TOOK ON
TWO STATE AGENCIES AS PRO BONO CLIENTS: THE CALIFORNIA YOUTH AUTHORITY (CYA) AND THE CORRECTIONS STANDARDS AUTHORITY (CSA). THE MAIN GOAL OF THE REFORM WAS TO DEVELOP EVIDENCE
THAT WOULD CONFIRM THE ILLEGAL CONDITIONS THAT ALLEGEDLY PLAGUE NEARLY EVERY YOUTH FACILITY; IN TURN, THE TEAM HOPED THAT MEDIA INTEREST WOULD BRING THE ISSUE TO LIGHT AND INCITE
ACTION. LARGE VISUAL AIDS DETAILING CONDITIONS AT THE FACILITIES, AS WELL AS THE VOCAL SUPPORT THE MOTHER OF A CSA WARD WHO HAD BEEN ABUSED, HELPED PAINT A PICTURE FOR THE MEDIA,
WHICH ULTIMATELY PROMPTED CALIFORNIA COUNTIES TO QUICKLY NEGOTIATE IMPROVED LIVING CONDITIONS, LEST THEY BE SUBJECT TO INDIVIDUAL LAWSUITS. LATHAM & WILKINS EXECS HAVE BEEN
CREDITED WITH GIVING A VOICE TO THE VICTIMS AND DRAMATICALLY IMPROVING THEIR TREATMENT AND LIVING CONDITIONS WITHIN THE FACILITIES.
BlueCurrent Public Relations - United Cerebral Palsy Elvis Run: WITH A NEED TO RAISE AWARENESS FOR ITS ANNUAL ELVIS 5K RUN, THE UNITED CEREBRAL PALSY OF GREATER DALLAS-FORT
WORTH ENLISTED BLUE CURRENT PR TO HELP INCREASE RACE PARTICIPATION, GENERATE LOCAL MEDIA COVERAGE AND PUT TOGETHER A MARKETING CAMPAIGN WITH NEARLY NO BUDGET. BLUECURRENT
RESPONDED BY TARGETING AVID RUNNERS/WALKERS, SPONSORS AND PARENTS OF CHILDREN WITH CEREBRAL PALSY, AS WELL AS THE LOCAL MEDIA. THE AGENCY ALSO WORKED WITH LOCAL BUSINESSES TO FUSE
ELVIS PRESLEY'S LEGEND WITH FUNDRAISING TECHNIQUES FOR THE UPCOMING RACE. THE RESULTS OF BLUECURRENT'S WORK MADE THE 2007 RUN THE MOST HIGHLY ATTENDED EVENT THE NONPROFIT HAD EVER
HOSTED.
PRESS RELEASE
MultiVu, charmin & manning selvage & lee--Reopening The Luxury Times Square Public Restrooms for 2007 Holiday Season: WHEN THE "LUXURY TIMES SQUARE PUBLIC RESTROOMS"
WERE READY TO REOPEN FOR THE 2007 HOLIDAY SEASON, CHARMIN SEIZED THE OPPORTUNITY TO PROMOTE THEIR TWO NEWEST PRODUCTS, ULTRASTRONG AND ULTRASOFT. MULTIVU TEAMED WITH MANNING
SELVAGE & LEE PR (MS&L) AND CHARMIN TO CREATE A MULTIMEDIA NEWS RELEASE (MNR) PROMOTING THE OPENING OF THE CHARMIN-SPONSORED RESTROOMS. THE MNR INCLUDED TEXT, PHOTOS AND
VIDEO TO DRAW ATTENTION TO THE EVENT; THEN, THE TEAM DELIVERED THE MESSAGE TO THOUSANDS OF NEWSROOMS AND WEB SITES. THANKS TO HE PUBLICITY, THE RESTROOMS "HOSTED" MORE THAN
400,000 VISITORS DURING THE 2007 HOLIDAY SEASON.
Direct Energy - Vampire Electronics Media Campaign: AS ONE OF NORTH AMERICA'S LEADING ENERGY COMPANIES, DIRECT ENERGY DEVELOPED A CONCEPT CALLED "VAMPIRE ELECTRONICS,"
REFERRING TO THE APPLIANCES THAT "SUCK" ENERGY EVEN WHEN NOT IN USE, TO DRAW ATTENTION TO ENERGY INEFFICIENCY IN HOMES. DIRECT ENERGY SUBMITTED A PREPARED MATTE STORY TO SEVERAL
MEDIA OUTLETS AND SCHEDULED NUMEROUS RADIO INTERVIEWS TO DRAW CUSTOMERS' ATTENTION TO VAMPIRE ELECTRONICS, ALL OF WHICH WERE PLANNED TO COINCIDE WITH HALLOWEEN. MAINSTREAM MEDIA
COVERAGE SUBSEQUENTLY IDENTIFIED DIRECT ENERGY AS A RESOURCE IN ENERGY EFFICIENCY.
Canadian Library Association - "Concerned About Copyright": WITH NEW COPYRIGHT LEGISLATION BEING INTRODUCED IN CANADA, LIBRARIANS FIELDED MORE THAN 21 MILLION INQUIRIES FROM
PUBLIC LIBRARY USERS WHO WERE CONCERNED ABOUT WHETHER OR NOT COPYRIGHT LAWS WOULD REFLECT PUBLIC INTEREST. IN RESPONSE, THE CANADIAN LIBRARY ASSOCIATION (CLA) PRIORITIZED THE
DEVELOPMENT OF AN AWARENESS CAMPAIGN TO LOBBY THE GOVERNMENT ABOUT SPECIFICS IN THE NEW LEGISLATION. IN ADDITION TO A MEDIA EVENT HELD TO RALLY SUPPORT, THE TEAM SENT OUT A PRESS
RELEASE TO HIGH-RANKING OFFICIALS HIGHLIGHTING KEY CONCERNS. THANKS TO ITS EFFORTS, SUPPLEMENTED BY A "CONCERNED ABOUT COPYRIGHT" ONLINE COMMUNITY ON FACEBOOK, THE CLA BECAME THE
GO-TO SOURCE FOR PUBLIC INTEREST-RELATED COPYRIGHT ISSUES.
PRODUCT LAUNCH
InkHouse Media+Marketing & Myvu--Myvu: The leader in Video Eyewear and Launch of the Universal Edition: WHEN MYVU NEEDED TO REINVENT ITSELF AND PROMOTE ITS PERSONAL MEDIA
VIEWERS, IT CALLED ON INKHOUSE TO REACH OUT TO GADGET REPORTERS, CONSUMER OUTLETS AND HELP LAUNCH THE PRODUCT AT THE CONSUMER ELECTRONICS SHOW. MORE THAN 350 PLACEMENTS OF THE
PRODUCT WERE MADE IN VARIOUS MEDIA.
Haagen-Dazs & Ketchum--From the Front Door to the Store Door with "No Reservations:" KETCHUM GENERATED INTEREST IN HAAGEN-DAZS' UPSCALE "RESERVE SERIES" ICE CREAM LINE BY
REACHING OUT TO WELL-CONNECTED CONSUMERS IN THE FOOD AND WINE INDUSTRIES AND ASKING THEM TO TRY THE ICE CREAM AND SHARE IT WITH THREE OTHER FRIENDS. KETCHUM ALSO LET FOOD
REPORTERS DO TASTE TESTS. THE CAMPAIGN GENERATED 78 MILLION MEDIA IMPRESSIONS, AND AVERAGE REPEAT PURCHASE RATES FOR THE PRODUCT AVERAGED 20% IN JUST A FEW MONTHS.
HealthSTAR Public Relations & GlaxoSmithKline Consumer Healthcare--Sparking a Weight-Loss Revolution: The Launch of alli: TO PROMOTE ALLI, AN FDA-APPROVED WEIGHT-LOSS
PRODUCT AVAILABLE WITHOUT A PRESCRIPTION, HEALTHSTAR DID MASSIVE RESEARCH TO JUDGE CONSUMERS' NEEDS, THEN CREATED A CAMPAIGN THAT INCLUDED AN ALLI TOUR IN FIVE MAJOR U.S. MARKETS
AND LAUNCHED WEB SITES THAT ANSWERED QUESTIONS ABOUT THE PRODUCTS AND SHARED THE ALLI EXPERIENCE OF OTHERS. THE PRODUCT GENERATED $40 MILLION IN RETAIL SALES WITHOUT ANY
ADVERTISING ON THE AIR.
BERTAZZONI & ECHO MEDIA GROUP--Echo Media Group Turns Up the Heat for Bertazzoni: TO HELP INTERNATIONAL COMPANY BERTAZZONI BUILD AWARENESS IN NORTH AMERICA FOR ITS KITCHEN
APPLIANCES, ECHO MEDIA GROUP ORGANIZED AN EDITORIAL ROUNDTABLE AT MEREDITH CORP.'S HEADQUARTERS AND CELEBRATED BERTAZZONI'S 125TH ANNIVERSARY THE NIGHT BEFORE THE KITCHEN BATH
INDUSTRY SHOW IN LAS VEGAS. THIS RESULTED IN AN ROI OF $40 MILLION, AND BERTAZZONI WAS FEATURED IN MORE THAN 150 ARTICLES.
PUBLIC AFFAIRS
AstraZeneca & EDELMAN--Us Against Athero: ASTRAZENECA SET OUT TO EDUCATE THE PUBLIC ABOUT ATHEROSCLEROSIS BY CREATING ITS US AGAINST ATHERO CAMPAIGN CENTERED AROUND A WEB
SITE FEATURING AN "ARTERY EXPLORER" MOVIE THAT PROVIDES BLOOD'S-EYE VIEWS OF ARTERIES. MORE THAN 130,000 PEOPLE HAVE VISITED USAGAINSTATHERO.COM, 5,000 PEOPLE EXPERIENCED THE
ARTERY EXPLORER AND ALMOST 3,000 PEOPLE SIGNED UP LEARN HOW TO HELP MANAGE THE CONDITION.
Life:)--To Help Is So Easy: THE LIFE:) ORGANIZATION IN UKRAINE RAISED FUNDS AND AWARENESS OF HOMELESS CHILDREN IN THE COUNTRY BY SPONSORING AND PROMOTING A PLAY BY UKRAINIAN
PLAYWRIGHT ANATOLIY KRYM THAT DEALT WITH THE SUBJECT. ALL TOLD, NEWS OF THE PLAY REACHED 17 MILLION PEOPLE.
National Association of Broadcasters (NAB) & Crosby-Volmer International Communications: Public Affairs for the Digital Television Transition: CROSBY-VOLMER TEAMED UP WITH
THE NATIONAL ASSOCIATION OF BROADCASTERS TO HELP INFORM THE PUBLIC ABOUT THE UPCOMING DIGITAL TELEVISION TRANSITION VIA A WEB SITE, PRESS KITS AND VARIOUS OTHER OUTREACH PROGRAMS,
EFFECTIVELY REACHING KEY AUDIENCES AND PREPARING THEM FOR THE TRANSITION.
Xenophon Strategies--Virgin America's Fight to Fly: XENOPHON STRATEGIES HELPED VIRGIN AMERICA SUCCESSFULLY GAIN CERTIFICATION FROM THE U.S. DEPARTMENT OF TRANSPORTATION BY
CREATING A CAMPAIGN THAT REACHED OUT TO MAJOR DECISION MAKERS ON CAPITOL HILL AND IN THE AIRLINE INDUSTRY, AS WELL AS PROSPECTIVE VIRGIN CUSTOMERS.
PUBLIC SERVICE ANNOUNCEMENT
IRS & PORTER NOVELLI--Iris: The Voice of Reason for Tax Filing Season: TARGETING 130 MILLION U.S. TAXPAYERS, THE IRS HIRED PORTER NOVELLI TO CREATE A PUBLIC SERVICE
ANNOUNCEMENT SURROUNDING THE 2007 TAX FILING SEASON. BUT THERE WAS A TWIST COURTESY OF PORTER NOVELLI, WHICH CAME IN THE FORM OF IRIS, A FICTITIOUS TAX WHIZ WHOSE PURPOSE WAS TO
GIVE RADIO LISTENERS TAX TIPS, AS WELL AS TO HUMANIZE THE IRS. AS A RESULT, IRIS WAS HEARD ON 363 STATIONS AND REACHED AN AUDIENCE OF OVER 2.5 MILLION.
CABLE POSITIVE--We Have Work To Do Public Service Campaign: TO CONVEY THE IMPORTANCE OF FIGHTING THE SPREAD OF HIV/AIDS TO YOUNG PEOPLE ACROSS THE UNITED STATES, CABLE POSITIVE
ENLISTED THE HELP OF AN HIV-POSITIVE INDIVIDUAL, RATHER THAN A CELEBRITY, TO CREATE A PSA THAT RESONATED WITH LISTENERS. THANKS TO THE ORGANIZATION'S APPROACH OF HUMANIZING THE
ISSUE, THE PSAS ARE STILL IN HEAVY ROTATION.
CIWMB & OGILVY PR--Auto Debunkers: The 3,000 Mile Myth: THE CALIFORNIA INTEGRATED WASTE MANAGEMENT BOARD (CIWMB) HIRED OGILVY PR WORLDWIDE TO CREATE A PUBLIC SERVICE
ANNOUNCEMENT CAMPAIGN TO DEBUNK THE MYTH THAT DRIVERS NEED TO CHANGE THEIR OIL EVERY 3,000 MILES, INSTEAD ENCOURAGING DRIVERS TO FOLLOW MANUFACTURERS' RECOMMENDATIONS AND, IN
TURN, MINIMIZE UNNECESSARY OIL CONSUMPTION GIVEN THE GLOBAL OIL CRISIS. SO FAR, PSA HAS AIRED MORE THAN 3,000 TIMES IN CALIFORNIA AND CONTINUES TO GET MASSIVE AIR PLAY.
NATIONAL MARROW DONOR PROGRAM & WEBER SHANDWICK--Be the One to Save a Life: IN AN EFFORT TO RECRUIT MORE BONE MARROW DONORS, THE NATIONAL MARROW DONOR PROGRAM TAPPED WEBER
SHANDWICK TO EXECUTE THE SECOND ANNUAL "THANKS MOM NATIONAL MARROW DONOR DRIVE." USING A DIVERSE GROUP OF INDIVIDUALS WHO HAVE BEEN AFFECTED BY DISEASES LIKE LEUKEMIA TO
PARTICIPATE IN PSAS, THE TEAM GAVE THE CAMPAIGN HUMAN APPEAL, ULTIMATELY DRAWING MORE THAN 7 MILLION LISTENERS. PLUS, OF THE 43,305 DONORS RECRUITED DURING THE CAMPAIGN, 20% WERE
FROM COMMUNITIES OF COLOR.
REBRANDING
McDonald's USA & GolinHarris/TBA Global/Arc Worldwide-- McDonald's Live: An Integrated Marketing and Communications Platform to Connect with Young Adults: GOLINHARRIS
CHICAGO SUCCESSFULLY GENERATED INTEREST IN MCDONALD'S MULTIFACETED MUSIC CAMPAIGN, MCDONALD'S LIVE. THE CAMPAIGN TALLIED MORE THAN 200 MILLION BRAND IMPRESSIONS AND IMPROVED BRAND
RELEVANCE AMONG YOUNG ADULTS.
Touro Infirmary--Rebranding Campaign: IN ORDER TO ADAPT TO THE INCREASING COSTS OF DOING BUSINESS POST-KATRINA, TOURO GAVE ITSELF A FACELIFT BY CHANGING ITS BRAND AND
INCREASING COMMUNITY AWARENESS THROUGH A LAUNCH PARTY AND COMMERCIALS. THE RESULTS: A POSITIVE IMPACT ON EMPLOYEE RECRUITMENT AND AN 88.3% REACH TO THE PUBLIC THROUGH
COMMERCIALS.
7-Eleven & Public Relations Consultants Group--The Simpsons campaign: WHEN 7-ELEVEN WANTED TO REBRAND ITSELF AS THE HIP PLACE FOR A QUICK SNACK, IT TEAMED WITH WITH PUBLIC
RELATIONS CONSULTANTS GROUP TO LEVERAGE THE RELEASE OF THE SIMPSONS MOVIE, TURNING 11 OF THE OUTPOSTS INTO KWIK-E MARTS TO LOOK JUST LIKE THOSE THAT APPEAR REGULARLY IN THE
POPULAR CARTOON. THE USE OF POP CULTURE TO REPOSITION THE COMPANY AS BEING FRESH AND OF-THE-MOMENT SUCCESSFULLY BROUGHT THE BRAND UP TO SPEED.
RESEARCH/MEASUREMENT
BURSON-MARSTELLER & HORMEL FOODS--2007 Hormel Hunger Survey: HORMEL FOODS AND BURSON-MARSTELLER TOOK A FRESH APPROACH TO ADDRESSING THE HUNGER ISSUE THROUGH A SURVEY, WHICH
WAS CRAFTED TO INTRODUCE TOPICS THAT HAD NEVER BEEN ADDRESSED IN HUNGER RESEARCH, IN TURN POSITIONING HORMEL AS A THOUGHT LEADER IN THE FIGHT TO END HUNGER. AS A RESULT, THE
SURVEY UNCOVERED NEW INFORMATION, INCLUDING THE INCREASING ASSOCIATION AMERICANS MAKE BETWEEN GROWING ETHANOL USE AND HUNGER IN AMERICA. THE NEW TWIST ON A LONG-STANDING ISSUE
GARNERED MORE THAN 8.6 MEDIA IMPRESSIONS, AS WELL AS SUPPORT FROM LOCAL FOOD BANK PARTNERS.
Shell Oil Company & Burson-Marsteller--A National Dialogue on Energy Security: SHELL OIL COMPANY PARTNERED WITH BURSON-MARSTELLER TO ENGAGE A DIVERSE GROUP OF STAKEHOLDERS
WITH THE HOPES OF IMPROVING SHELL'S REPUTATION CRISIS, WHICH STEMMED FROM THE INCREASED GLOBAL ENERGY DEMAND'S AFFECT ON SKYROCKETING PRICE SPIKES IN OIL. THE TEAM LAUNCHED A
SERIES OF TRACKING SURVEYS THAT COINCIDED WITH FACE-TO-FACE TARGETED MESSAGING TO REPOSITION THE COMPANY. THE EFFORT RESULTED IN A 253% INCREASE IN TRAFFIC TO THE SHELL U.S.
ENERGY SECURITY WEB SITE, WHICH HOSTED THE RESEARCH REPORTS AND MESSAGES ABOUT THE COMPANY'S CREDIBILITY IN THE NATIONAL DIALOGUE ON ENERGY SECURITY.
CDW AND O'KEEFE & COMPANY--CDW Windows Vista Tracking Poll Phases I, II and III: IN AN EFFORT TO DEFINE THE MARKET ADOPTION OF MICROSOFT WINDOWS VISTA, CDW AND O'KEEFFE
& COMPANY WORKED WITH WALKER INFORMATION TO EXECUTE THREE PHASES OF THE VISTA TRACKING POLL, A SURVEY THAT IDENTIFIED THE MARKETPLACE'S RESPONSE TO VISTA. THE RESULTING DATA
HOMED IN ON KEY MESSAGES THAT ADDRESSED THE IMPENDING ADOPTION OF VISTA PRIOR TO THE PRODUCT'S LAUNCH. THE RESEARCH RESULTED IN MORE THAN 500 INDIVIDUALS WHO DOWNLOADED SURVEY
REPORTS, AS WELL AS MORE THAN 160 UNIQUE PLACEMENTS IN LEADING INDUSTRY PUBLICATIONS.
SATELLITE MEDIA TOUR
Whirlpool Brand & Peppercom--The Dirty Job of Laundry: IT'S A DIRTY JOB, BUT WHIRLPOOL'S NEW ASPEN DUET STEAM WILL DO IT. THAT WAS THE MESSAGE BEHIND THE SATELLITE MEDIA
TOUR THAT WHIRLPOOL AND AGENCY PARTNER PEPPERCOM LAUNCHED TO PROMOTE AWARENESS OF THE BRAND'S NEW ASPEN DUET STEAM PRODUCT, WHICH HAS THE ABILITY TO NATURALLY STEAM OUT STAINS,
WRINKLES AND ODORS FROM LAUNDRY. TO GARNER MEDIA ATTENTION PEPPERCOM RECRUITED DISCOVERY CHANNEL'S DIRTY JOBS HOST MIKE ROWE. TOGETHER THEY WENT TO A DIRTY JOBS SITE AND PUT THE
PRODUCT TO THE TEST. AS A RESULT, 37 TELEVISION AND RADIO INTERVIEWS WERE GARNERED, REACHING MORE THAN 6 MILLION CONSUMERS.
WACHOVIA & ROJO MARKETING--Wachovia Satellite Media Tour: America Saves Week: WACHOVIA REACHED OUT TO THE HISPANIC COMMUNITY VIA A SATELLITE MEDIA TOUR WITH THE GOAL OF
EDUCATING INDIVIDUALS ABOUT WAYS TO SAVE MONEY. A WACHOVIA EXECUTIVE DID BACK-TO-BACK INTERVIEWS DURING THE TOUR TO OFFER MONEY-SAVING TIPS TO THE COMMUNITY AND TO PROMOTE THE
BANK'S WAY2SAVE ACCOUNTS. THE EFFORT GENERATED AN AUDIENCE OF MORE THAN 1 MILLION, AND 13% OF ALL WAY2SAVE ACCOUNTS OPENED AFTER THE TOUR WERE DONE SO BY MEMBERS OF THE HISPANIC
COMMUNITY.
D S Simon Productions--The 50 Million Pound Challenge: OBESITY HAS BECOME AN EPIDEMIC AMONG AMERICANS, AND TO ADDRESS THE INCREASINGLY CRITICAL HEALTH ISSUE, D S SIMON
PRODUCTIONS PRODUCED VIDEO NEWS RELEASES THAT FEATURED FOOTAGE FROM THE STATE FARM-SPONSORED "50 MILLION POUND CHALLENGE," WHICH TARGETED THE AFRICAN-AMERICAN COMMUNITY WITH
MESSAGES ABOUT JOINING TOGETHER AND EMBRACING A SOLUTION. THE COMPANY CONDUCTED INTERVIEWS WITH THE SPOKESPERSON DR. IAN SMITH, NY GIANTS STAR MICHAEL STRAHAN AND SINGER MARY J.
BLIGE, ALL OF WHOM APPEALED TO THE TARGET AUDIENCE. THE CAMPAIGN REACHED AN AUDIENCE OF MORE 11 MILLION AFTER IT AIRED 320 TIMES ON 191 STATIONS.
SOCIAL MEDIA CAMPAIGN
FREEMAN PUBLIC RELATIONS & MEDIALINK--Drake Bell: Behind the Scenes: WANTING TO DRIVE TRAFFIC TO THE "I CAN PLAY GUITAR" PLUG-AND-PLAY LEARNING SYSTEM, FREEMAN PUBLIC
RELATIONS, IN PARTNERSHIP WITH MEDIALINK, HIRED COMEDY STAR AND GUITARIST DRAKE BELL TO BRING THE PRODUCT TO LIFE. A WEBISODE WAS CREATED THAT FEATURED BELL TALKING ABOUT HIS LOVE
OF MUSIC AND THE SIMPLICITY OF "I CAN PLAY GUITAR." THE WEBISODE WAS PLACED ON A NUMBER OF SOCIAL MEDIA SITES, PROMPTING IT TO GO VIRAL AND ULTIMATELY ATTRACT MORE THAN 300
MILLION VIEWERS.
DELOITTE & TOUCHE--Deloitte Film Festival: First-Ever Employee-Generated Initiative: DELOITTE & TOUCHE USA STEPPED OUTSIDE THE BOX TO COMBAT THE CHALLENGES SURROUNDING
RECRUITING TOP TALENT IN THE MODERN BUSINESS ENVIRONMENT. THE TEAM CREATED THE COMPANY'S FIRST-EVER EMPLOYEE FILM FESTIVAL TO COMMUNICATE THE STRONG INTERNAL CULTURE; THE FESTIVAL
WAS TAKEN TO AN EXTERNAL AUDIENCE WHEN THE TEAM LEVERAGED SOCIAL NETWORKING SITES AND VIDEO SHARING PLATFORMS TO ENGAGE VIEWERS TO VOTE ON THEIR FAVORITE EMPLOYEE-CREATED FILM.
THE CAMPAIGN WAS SO SUCCESSFUL THAT OTHER COMPANIES HAVE ADOPTED THE UNIQUE APPROACH TO RECRUITING TOP GEN Y TALENT.
SPEECH
Weber Shandwick & Susan G. Komen for the Cure--Nancy G. Brinker's ASCO Speech: NANCY G. BRINKER, FOUNDER OF SUSAN G. KOMEN FOR THE CURE, DELIVERED A SPEECH TO THE AMERICAN
SOCIETY OF CLINICAL ONCOLOGISTS (ASCO) THAT WAS USED AS AN OPPORTUNITY TO BRING AWARENESS TO THE GAPS IN THE ACCESS TO HEALTHCARE. AS A RESULT OF HER SPEECH, WHICH WAS WRITTEN IN
PARTNERSHIP WITH WEBER SHANDWICK, THE ORGANIZATION STARTED A SCIENTIFIC ADVISORY BOARD (SAB) WITH ASCO-AFFILIATED DOCTORS AND RESEARCHERS IN THE HOPE OF BRINGING THE SCIENTIFIC
COMMUNITY TOGETHER TO BRIDGE THE GAP BY DISCOVERING AND DELIVERING CURES. PLUS, 16,000 PEOPLE ATTENDED BRINKER'S SPEECH, FILLING THE ROOM TO CAPACITY.
Hormel Foods and Burson-Marsteller--Food Safety in a Global Context: HORMEL FOODS PRESIDENT AND CEO JEFFREY ETTINGER ADDRESSED HIS PEERS AT THE 51ST ANNUAL CIES WORLD FOOD
BUSINESS SUMMIT IN SHANGHAI WITH A SPEECH, WRITTEN IN TANDEM WITH BURSON-MARSTELLER, THAT SHOWCASED THE COMPANY'S LEADERSHIP IN FOOD SAFETY AND ITS SUCCESS IN INTERNATIONAL
MARKETS. THE SPEECH EFFECTIVELY DIFFERENTIATED THE BRAND FROM ITS COMPETITION, AND ETTINGER COMMUNICATED THE COMPANY'S EXPERTISE AND LEADING FOOD-SAFETY PRACTICES DIRECTLY TO
CUSTOMERS AND POTENTIAL PARTNERS.
VIDEO
THE OPUS PRIZE FOUNDATION & WEBER SHANDWICK--Honoring Unsung Heroes with the Opus Prize Foundation: THE OPUS PRIZE FOUNDATION, AN INDEPENDENT, PRIVATE FOUNDATION
ESTABLISHED BY THE OPUS GROUP, A NATIONAL REAL ESTATE DEVELOPMENT COMPANY, WANTED TO FEATURE THREE FINALISTS FOR ITS FAITH-BASED HUMANITARIAN AWARD IN VIDEOS TO UNVEIL AT THE
ORGANIZATION'S OPUS PRIZE GALA. ENTRUSTING WEBER SHANDWICK WITH THE TASK, THE PR FIRM CREATED VIDEOS THAT COULD BE SHOWN AT THE GALA, BUT THAT WOULD ALSO BE EFFECTIVE FUNDRAISING
AND AWARENESS TOOLS. AS A RESULT, THE THREE ORGANIZATIONS THAT WON AWARDS AT THE OPUS PRIZE GALA ACTIVELY USE THE VIDEOS AS MARKETING TOOLS, AND OPUS PRIZE FOUNDATION WAS PRAISED
FOR INCREASING THE ORGANIZATIONS' VISIBILITY.
BAPTIST HEALTH--Baptist Health "Thank You": BASED ON THE BELIEF THAT COMMUNICATION AMONG STAKEHOLDERS IS KEY, BAPTIST HEALTH CREATED A 12-MINUTE VIDEO WITH THE DUAL PURPOSE OF
HIGHLIGHTING THREE AREAS OF THEIR HEALTH SYSTEM WHILE SAYING THANK YOU TO THEIR CAREGIVERS. THE VIDEO WAS SHOWN TO EMPLOYEES AT MEETINGS AND LEADERSHIP SEMINARS, AND IT WAS SO
WELL RECEIVED THAT IT WAS ADDED TO THE NEW EMPLOYEE CURRICULUM. PLUS, THANKS TO THE VIDEO'S CONTENT, BAPTIST HEALTH HAS SEEN INCREASES IN THEIR EMPLOYEE SURVEY COMPOSITE SCORE, AS
WELL AS THE EMPLOYEE COMMUNICATIONS SCORE.
WEB SITE
NSF International/OLSON--
HTTP://WWW.SCRUBCLUB.ORG: NSF INTERNATIONAL/OLSON LAUNCHED SCRUB CLUB, A WEB SITE FOR CHILDREN AGES 3 TO 8, THEIR PARENTS AND THEIR
TEACHERS, TO PROMOTE THE BENEFITS OF PROPER HAND-WASHING. ACCORDING TO NSF, 164 MILLION SCHOOL DAYS ARE LOST EACH YEAR DUE TO ILLNESS, AND HALF OF THESE LOST DAYS COULD BE
PREVENTED WITH PROPER HAND-WASHING. THE SITE INCLUDES WEBISODES, GAMES AND CHARACTERS NAMED HOT SHOT, CHILL, SQUEAK AND TAKI--A SQUEAKY-CLEAN CREW. OVER 183,000 USERS HAVE VISITED
THE SITE, WITH CHILDREN SPENDING AN AVERAGE OF NINE MINUTES PER VISIT.
TRICARE Management Activity & Macro International--Quit Tobacco: Make Everyone Proud: SEEKING TO CUT DOWN ON SMOKING IN THE ARMED SERVICES, THE DEPARTMENT OF DEFENSE TEAMED
UP WITH MACRO INTERNATIONAL TO LAUNCH
HTTP://WWW.UCANQUIT2.ORG, WHICH WAS TARGETED AT JUNIOR ENLISTED MEMBERS OF THE ARMY, NAVY, AIR FORCE AND MARINES. USERS ARE ABLE TO
REGISTER ON THE SITE AND CREATE A PERSONALIZED QUIT PLAN FOR CIGARETTES AND SMOKELESS TOBACCO. THE SITE GENERATED EXCELLENT FEEDBACK AMONG PARTICIPANTS, WITH MANY SAYING THEY
WOULD REFER OTHERS TO IT.
American Airlines & Weber Shandwick Dallas--JUST THE FAACTS: AMERICAN AIRLINES LAUNCHED AANEGOTIATIONS.COM TO KEEP EMPLOYEES INFORMED ABOUT CONTRACT NEGOTIATIONS BETWEEN
AMERICAN AIRLINES AND THE THREE LABOR UNIONS THAT REPRESENT ITS WORKERS; SINCE THE LAUNCH, ALMOST 1,200 ALERTS HAVE BEEN ACTIVATED AND THE SITE HAS BEEN MENTIONED IN FIVE
PUBLICATIONS.
THE COCA-COLA COMPANY--THE LANGUAGE OF REFRESHMENT: WHEN COCA-COLA EXECUTIVES DEVELOPED THE OUTLINE FOR THEIR 2007 ANNUAL REVIEW, THEY SAW A HUGE OPPORTUNITY TO TAKE THE
CONTENT ONLINE AND DEVELOP A ROBUST WEB PRESENCE AROUND IT. BASED ON THE "LANGUAGE OF REFRESHMENT" THEME, THE RESULTING SITE HOSTED INFORMATION RANGING FROM POP-UP CHARTS OF
FINANCIAL DATA TO STOCK PERFORMANCE IN RELATION TO THE S&P 500 AND DOW JONES INDUSTRIAL AVERAGE. TO DATE, THE WEB SITE HAS RECEIVED MORE THAN 20,000 HITS.
Procter & Gamble and Fleishman-Hillard London--Science in the Box: TO EDUCATE STAKEHOLDERS ON THE VALUE OF BECOMING MORE ENVIRONMENTALLY FRIENDLY, PROCTER & GAMBLE AND
FLEISHMAN-HILLARD LONDON CREATED
HTTP://WWW.SCIENCEINTHEBOX.COM, A WEB SITE WITH MULTI-TIERED CONTENT THAT RANGED FROM BASIC AND TACTILE TO DEEP, POLICY-RELATED
INFORMATION. MORE THAN 1 MILLION PEOPLE HAVE VISITED THE SITE, AND PLANS ARE IN THE WORKS TO MAKE IT APPEAL TO A WIDER RANGE OF STAKEHOLDERS.
WORD OF MOUTH
ENERGIZER & WEBER SHANDWICK--Energizer Encore Music Competition: WANTING TO GENERATE ATTENTION AMONG YOUNG PEOPLE THROUGH MUSIC, ENERGIZER AND WEBER SHANDWICK LAUNCHED THE
ENERGIZER ENCORE MUSIC, WHILE ALSO PROMOTING ENERGIZER'S NEW E2 TITANIUM BATTERIES. USING MYSPACE TO HELP SPREAD THE WORD, VISITORS WERE ABLE TO DOWNLOAD A VIRAL WIDGET TO THEIR
PAGES. AS A RESULT OF THE TEAM'S EFFORTS, THE CAMPAIGN GENERATED 105 MILLION IMPRESSIONS.
NINTENDO & GOLIN HARRIS--The Legend of Zelda: Phantom Hourglass Widget Campaign: NINTENDO WANTED TO CREATE A BUZZ AROUND THE LEGEND OF ZELDA: PHANTOM HOURGLASS WIDGET, SO
THE COMMUNICATIONS TEAM TAPPED GOLIN HARRIS, AND TOGETHER THEY PLACED THE WIDGETS ON SOCIAL NETWORKING SITES THAT DIRECTLY CONNECTED THE APPLICATION WITH ITS TARGET AUDIENCE.
WITHIN THREE MONTHS, THE WIDGET WAS VIEWED 721,000, TIMES AND HAD 12,500 DOWNLOADS. OVERALL, MEDIA IMPRESSIONS EXCEEDED ONE MILLION.
KAPLAN PUBLISHING & ROSE COMMUNICATIONS--Most Promising Campus CEO: KAPLAN PUBLISHING HIRED ROSE COMMUNICATIONS TO PROMOTE CAMPUS CEO, THE STUDENT ENTREPRENEUR'S GUIDE TO
LAUNCHING A MULTIMILLION DOLLAR BUSINESS, WHICH WAS WRITTEN BY THE APPRENTICE WINNER RANDAL PINKETT. TO BUILD BUZZ AROUND THE BOOK'S DEBUT, THE TEAM INAUGURATED AN ONLINE CONTEST
TO FOSTER AN ENTREPRENEURIAL SPIRIT AMONG YOUNG PEOPLE, CREATING A PLATFORM FOR HIGH SCHOOL SENIORS AND COLLEGE STUDENTS TO SHOWCASE THEIR OWN BUSINESSES (OR BUSINESS IDEAS) AND
VIE FOR A $20,000 PRIZE. THE ONLINE INITIATIVE, SUPPORTED BY NEW AND TRADITIONAL MEDIA OUTREACH, DREW THOUSANDS OF BOOK BUYERS TO PINKETT'S BOOK EVENTS AND PROMPTED NEARLY 50,000
VOTES ONLINE.
SMALL PR AGENCY OF THE YEAR
Tiller, LLC--A Small Agency Making a Big Difference: ONLY FIVE YEARS OLD, TILLER, LLC PRIDES ITSELF ON KNOWING ITS CLIENTS NEEDS AND GETTING RESULTS. THE COMPANY HAS WON
NUMEROUS PUBLIC RELATIONS AWARDS, HAS INCREASED ITS REVENUES EVERY YEAR SINCE ITS INCEPTION, PROVIDES PRO BONO PUBLIC RELATIONS COUNSEL TO AIDS2031 AND DONATED $40,000 TO CHARITY
IN 2007-08.
Merritt Group PR: MERRITT GROUP, WITH A LIST OF MAJOR ACCOUNTS THAT INCLUDES BOOZ ALLEN HAMILTON, LEXISNEXIS AND VERIZON BUSINESS, FOCUSES ON RESEARCH, STRATEGY, EXECUTION AND
MEASUREMENT, BUT IT DOESN'T STOP THERE. MERRITT GROUP ALSO ENGAGES WITH THE WIDER WORLD BY ENCOURAGING ITS EMPLOYEES TO DONATE TIME TO PHILANTHROPIC ORGANIZATIONS OF THEIR OWN
CHOOSING.
Airfoil Public Relations Inc.: THIS POWERHOUSE COMPANY IS RANKED 10TH IN THE U.S. AMONG TECHNOLOGY PR FIRMS, AND REPRESENTS MAJOR BRANDS SUCH AS MICROSOFT, EBAY AND GLOBAL
AUTOMOTIVE INNOVATOR FAURECIA. AMONG THE SERVICES OFFERED AT AIRFOIL ARE MEDIA RADAR, A PUBLICITY ANALYSIS SERVICE, AND INDUSTRYRADAR, A COMPETITIVE ANALYSIS TOOL. IN 2007, FEES
GENERATED FROM NEW BUSINESS TOTALED $1.5 MILLION.
Susan Davis International: A WOMAN-OWNED FULL-SERVICE COMMUNICATIONS AND PUBLIC AFFAIRS FIRM, SUSAN DAVIS INTERNATIONAL RECENTLY OPENED OFFICES IN LOS ANGELES AND CHICAGO.
EARLIER THIS YEAR THEY SECURED THE $3 MILLION AMERICA SUPPORTS YOU CONTRACT, WITH RENEWAL OPTION IN THE FUTURE.
MIDSIZE PR AGENCY OF THE YEAR
Full Picture: AS AN AWARD-WINNING AGENCY DEDICATED TO PRODUCING RESULTS, FULL PICTURE FITS THE BILL BY DEVELOPING STRATEGIC MARKETING AND PR PLANS FOR NUMEROUS LUXURY BRANDS.
ALWAYS ON THE LOOKOUT FOR NEW IDEAS AND FRESH PERSPECTIVES, 2007 PROVED TO BE NO EXCEPTION, WITH THE AGENCY GUIDING ONE MAJOR CLIENT THROUGH THE FOURTH ANNUAL VICTORIA'S SECRET
FASHION SHOW, WHICH EXPERIENCED A DOUBLE-DIGIT INCREASE IN VIEWERSHIP OVER THE PREVIOUS YEAR. FULL PICTURE ROUNDED OUT ITS 2007 CLIENT WORK WITH TWO PRO BONO ACCOUNTS: GOD'S LOVE
WE DELIVER AND TEN O'C-- LOCK CLASSICS.
Taylor: TAYLOR EXECUTIVES PRIDE THEMSELVES ON THE AGENCY'S EXCLUSIVE ALIGNMENT WITH CATEGORY LEADING BRANDS. THESE RELATIONSHIPS HAVE LED TO HIGH REVENUE IN COMPARISON WITH A
LOWER NUMBER OF PARTNERS, THUS ENABLING TAYLOR TO HAVE DEEPER AND MORE EXTENSIVE RELATIONSHIPS WITH CLIENTS. EACH ACCOUNT IS STAFFED WITH EMPLOYEES THAT EMBODY THE PRODUCT'S
TARGET AUDIENCE AND CAN FORM MARKETING PROGRAMS TO CONNECT CONSUMERS WITH THE ITEMS THEY LOVE. TAYLOR'S LOW TURNOVER RATE EXEMPLIFIES CONTINUITY THAT IS A RARITY IN THEIR FIELD,
IN TURN BENEFITING CLIENTS WITH CONSISTENT AND ONGOING PARTNERSHIPS.
Peppercom Inc. - Peppercom Strategic Communications: NAMED THE FASTEST GROWING NEW YORK-BASED PR FIRM IN 2007, PEPPERCOM IS NOT SHOWING ANY SIGNS OF SLOWING DOWN, LOOKING PAST
SIMPLE MEDIA RELATIONS TO GET TO THE CORE OF CLIENTS' BUSINESS. BESIDES IMPLEMENTING SEVERAL SUCCESSFUL TRAINING PROGRAMS AND PRACTICE AREAS IN 2007, PEPPERCOM GREW 41%--A REVENUE
JUMP THAT CAN IN PART BE ATTRIBUTED TO THE AGENCY'S DYNAMIC OFFERINGS TAILORED TO EACH CLIENT PROGRAM, AS WELL AS ITS INNOVATIVE APPROACH TO HIRING EXECUTIVES WITH DIVERSE
PROFESSIONAL BACKGROUNDS.
LARGE PR AGENCY OF THE YEAR
Ogilvy PR--Driven by Insights, Ideas and Influence: IN 2007, OGILVY PR CELEBRATED THE SUCCESS OF A FIVE-YEAR TURNAROUND, IN WHICH REVENUE GREW FROM $80 MILLION TO MORE THAN
$238 MILLION UNDER THE GUIDANCE OF CEO MARCIA SILVERMAN. THE AGENCY'S LEADERSHIP FOCUSED ON THE DEVELOPMENT OF A GLOBAL APPROACH TO CLIENT SERVICE, ADVANCEMENTS IN THE ONLINE
SPACE AND INCREASING GROWTH FROM PRACTICE AREAS THROUGH SIGNIFICANT NEW BUSINESS WINS. THE COMPANY STILL MAINTAINS ITS SEVEN CORE PRACTICES, WHILE FOSTERING NEW INNOVATIONS.
FLEISHMAN-HILLARD: FLEISHMAN-HILLARD HAS MAINTAINED ITS POSITION AS A LEADER IN INTERNATIONAL MARKETING AND COMMUNICATIONS BY CONSTANTLY EXPANDING AND ENHANCING ITS CLIENT
OFFERINGS. RECENT EFFORTS, INCLUDING A NEW DIGITAL INFLUENCE INDEX STUDY AND THE AGENCY'S INTERNATIONAL ADVISORY BOARD GATHERINGS TO ADDRESS GLOBAL ISSUES, FURTHER FLEISHMAN'S
POSITION AS A THOUGHT LEADER.
EDELMAN: EDELMAN IS CONSTANTLY RANKED IN THE UPPER-MOST ECHELON OF PR AGENCIES, PROVIDING ITS GLOBAL CLIENTS WITH INNOVATIVE SOLUTIONS YEAR AFTER YEAR. THE FIRM'S DIGITAL
EXPERTISE, COUPLED WITH THOUGHT LEADERSHIP STUDIES LIKE THE ANNUAL TRUST BAROMETER, SETS THE STANDARD FOR PR AGENCY CAPABILITIES AS CLIENTS LOOK TO THE FUTURE OF THEIR BUSINESSES.