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Welcome to The Stream: Allison+Partners’ content hub that features the latest news and trends making the biggest waves in media and marketing.

AGENCY NEWS // AUGUST 16, 2017 //  

Allison+Partners Launches Workplace Specialty to Help Companies Bolster Their Employer Brands

Allison+Partners today announced the launch of Workplace, a new offering focused on helping organizations become great places to work. This is of vital importance as new research from the agency reveals companies adopting an “employee first” mentality have a better chance of attracting top talent, building employee loyalty and, ultimately, inspiring customers to engage with their brand.

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A recent Allison+Partners’ study on consumer perceptions about employee engagement revealed that 68 percent will form or change their opinion based on how a brand treats its employees. Sixty-seven percent would be inspired to try or buy a product if an employee speaks positively about the brand, while 60 percent would actively avoid buying a product if the employee speaks negatively about the brand or company.

“When employees are proud of what they do and where they work, they help attract more customers and talent for the company,” said Hadas Streit, vice president and head of the Workplace specialty group. “Allison+Partners helps companies across many industries find their points of differentiation and create a compelling narrative that brings their employer brand to life and activates their people.”

Allison+Partners has deep experience using primary and secondary research, focused strategy sessions and robust internal and external communications to help clients turn their employer brands into their greatest asset.

“Allison+Partners’ dedicated Workplace team has supported us for the past three years on both national and regional levels to build our brands,” said Ed Blust, chief marketing officer of The Adecco Group, North America. “The strategic insights and media the team has achieved has been a critical part of our marketing mix, enabling us to drive business results.”

Workplace specialty services include:

Research

  • Employer Scorecards: A brief evaluation of the client’s benefits compared to their competitors, following a checklist of standard best-practice benefits for that industry. Results can be used to help internal stakeholders determine where they stack up against competitors, and improve their overall benefit package for better recruitment, placement on best places to work lists, and thought leadership.
  • Audits: An in-depth audit of the client’s internal culture, using employee surveys and interviews with key stakeholders to develop a comprehensive view of the current culture, including what is working well and areas for potential improvement.

Strategy

  • Brand Think Squad: A facilitated ideation session that brings together senior talent from across the agency to help clients with a specific problem or issue they are facing regarding their employer brand.
  • Best Places to Work (BPTW) Bootcamps: These intensive 1-2 day sessions map out the steps an organization needs to take with internal stakeholders, including HR, in order to be recognized as a “Best Place to Work.”
  • Employee Evangelist Workshops: A workshop that guides organizations to identify and empower selected employees with training and tools to better represent the employer brand on social media, job sites, through internal communications and recruitment.

Communications Support

  • Regional Retention + Recruitment (RRR) Programs: Media blitzes conducted to help retrain and recruit talent in strategic regions.
  • Internal + External Communications: Internal content (newsletters, blogs, etc.) and external efforts (media relations, conferences, job fairs, etc.), designed to help tell organizations’ employer brand stories to raise employee morale, energize sales teams and improve employer perceptions.
AUGUST 13, 2017 //  

44% of Millennials See Their Pets as Starter Children, and That’s a Big Opportunity for Brands

Getty ImagesMillennials are putting off marriage and starting families later in life, but there’s one big milestone they’re right on track for: their first pet. To many adults ages 20-36, these furry creatures are much more than cute companions—they’re starter children. READ MORE
AUGUST 10, 2017 //  

Report: Brands are falling for fake Instagram influencers

Fraud is becoming a real problem in influencer marketing, an industry that is valued at over $1 billion.

One way fraud often appears is through bots. As brands and agencies focus on “micro-influencers,” those with followers under 100,000, those same influencers are also likelier to turn to bot followers to inflate authenticity.

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AUGUST 9, 2017 //  

Report: Majority Of Small US PR Firms Outsource Digital Work

NEW YORK — Approximately 55% of US PR firms with an annual net revenue of $4m or less are outsourcing digital and social account work, according to a new survey of 800 PR agency CEOs by M&A consultancy the Stevens Group. 

The agencies reported a lack of the necessary in-house capabilities required to keep up with client demand for digital, mobile, social media and online marketing services. While 70% of respondents said they are confident their agency is up to date as digital platforms change over the next two years, nearly 30% said they were not. 
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AUGUST 9, 2017 //  

Facebook moves closer to YouTube and TV with new shows, Watch platform

Facebook wants people to spend more time watching videos on its platform, as they already do on YouTube. Starting Aug. 10, it’s introducing a new video destination called “Watch,” which aims to do exactly that.

Watch is essentially a remake of Facebook’s video tab, available online and across Facebook’s apps for mobile devices and connected TVs. It will offer a library of longer form and episodic video shows made by publishers, celebrities and digital video creators. Shows on Facebook Watch will fall into two tiers: TV-sized half-hour programs launching on Facebook later this year and shorter “spotlight” series with episodes running between 5 and 15 minutes.

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AUGUST 9, 2017 //  

Why aren’t more CEOs on social media? The case for digital thought leadership

By: Todd Sommers and Jacques Couret

What do Richard Branson, Elon Musk and Mark Zuckerberg have in common? They’re billionaires who created some of the most popular products and services on Earth. But in the process, they’ve also built some of the biggest social media followings.

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They each have an ever-growing and well-engaged audience of more than 7 million followers. Leaders of some of the largest and most innovative companies -- Google, Tesla, Facebook, Virgin, Expedia, Sales Force – all share regularly their thoughts on social media. More than company news, they’re shaping public opinion on the future. And unlike a Kardashian sharing their political views, people actually want to hear from business leaders.

Today, the C-Suite is almost expected to voice an opinion, political or otherwise, particularly by younger generations. Yet 60 percent of Fortune 500 CEOs are not on any social networks. Examining the numbers, those executives are missing out because:

  • 62 percent of Americans get their news from social media
  • 200 million people log in daily to LinkedIn looking for professional opportunities and updates
  • 65 percent of journalists look to social media when researching stories

As an executive, you always keep at least one eye on the bottom line. So you wonder what’s the return on investment. The financial returns can be difficult to plot, but the benefits are clear. Adding a digital layer to your thought leadership strategy requires you to humanize your brand by sharing interesting stories, create a deeper connection with consumers to gain insights to inform your business strategy and develop a direct line to communicate your vision at the time you choose.

 As an executive who aims to add a digital layer to your thought leadership strategy – and if you aren’t, you should be – it’ll comfort you to know audiences want more than just political opinions and pictures of your meals. There’s a big market out there for thoughtful content. And audiences, be they customers, fans or peers, have shown they won’t punish executives for voicing reasonable opinions. You just can’t cross the Kathy Griffin Line.

Social media gives Branson, Musk, Zuckerberg  and other executives a direct method to share announcements and make news – plus, importantly, they get to control their messages. That’s a powerful tool if used wisely.

You don’t need to be to an iconic “tie-loathing philanthropist” like Branson or have a vision to colonize Mars like Musk to build a large audience for your thought leadership brand. You can build large audiences in several ways: 

  • Share expertise about your fields – industry peers are a particularly great place to start. Most people yearn for insights to help empower them to do their jobs better, especially in these rapidly changing times.
  • Share content that grabs your attention or makes you rethink your point of view. Show how you think by sharing items with which you agree and disagree.
  • Be authentic and share information about your non-work passions. You should not be defined solely by your job and the old journalism maxim holds true even in the age of social media: People love reading about people and their interests.

The bottom line is if you want a reporter to call to get your insights, give them a great reason. A speech at a conference will be heard by those in the room, but most of the audience will likely be on their phones looking for more engaging content anyway.

It’s time for more executives to realize their personal digital strategy is just as important as their company’s.

In our next digital thought leadership post, we’ll share some of the most interesting examples of that we’ve seen in 2017.

Todd Sommers is Vice President, Integrated Marketing. Jacques Couret is a former journalist who currently serves as editorial manager of All Told, Allison+Partners global integrated marketing offering. 

AUGUST 3, 2017 //  

Snap signs up measurement partners to help marketers justify spend

Snap has launched a marketing mix modelling (MMM) partner program that includes tie-ups with Neustar Marketshare, Analytics Partners, MMA, and Nielsen.

Snap made its debut on the stock market in March, and since then the tech company has been fighting to prove its value to marketers and shareholders.

After an optimistic first day of trading, events have taken a less positive turn. In May, Snap's shares took a dive after the company reported a $2.2 billion net loss in its first earnings report as a public company.

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AGENCY NEWS // AUGUST 3, 2017 //  

Sweet Deal: See's Candies selects Allison+Partners as PR AOR

See’s Candies has picked Allison+Partners as its PR AOR, following a competitive review.

Allison+Partners is working to drive conversation and product consideration for See’s Candies this holiday season. The firm will support See’s Candies’ brand, product, retail, and business communications and consumer campaigns. The agency is responsible for strategic communications planning, creative campaign strategy and execution, national and local media relations, and event and retail support.

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AGENCY NEWS // AUGUST 3, 2017 //  

See's Candies Names Allison+Partners Agency of Record

Allison+Partners today announced that after a competitive review, it has been named the PR agency of record for See’s Candies, one of the most trusted and timeless U.S. candy makers since 1921.  Allison+Partners will support brand, product, retail and business communications, as well as consumer campaigns for the California heritage brand.

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“See’s Candies is a company that’s truly committed to its customers, never wavering from the quality of their product, no matter how large they grow,” said Lisa Rosenberg, chief creative officer and co-chair of the agency’s consumer marketing practice. “At Allison+Partners, we value the same sentiments, one of the many reasons we’re excited to partner with See’s, leveraging our deep roots in consumer marketing and retail expertise to help them remain a preferred choice for consumers.”

Working with See’s Candies, Allison+Partners will be responsible for strategic communications planning, creative campaign strategy and execution, national and local market media relations, and event and retail support.  Kicking off work in August, for the remainder of 2017 the agency will focus largely on driving conversation and consideration for See’s Candies around the holiday season.

“Since our inception, See’s Candies has always delivered the highest quality American-made chocolates and candies, and we’re excited to continue telling stories in partnership with Allison+Partners around our unmatched product, heritage, and exciting growth,” said Jensen DeWees, See’s Candies Marketing Director. “Allison+Partners’ high touch approach to client service and collaborative spirit, combined with its San Francisco roots, gave us confidence they would be a wonderful partner to meet our communications needs.”

The account is a significant win for the agency, joining other Bay Area-based consumer clients for the San Francisco office that include Driscoll’s, Impossible Foods and Velv Wine. The account will be serviced by a joint San Francisco and Los Angeles team with Meghan Curtis, senior vice president in the San Francisco office, serving as account lead.

AUGUST 2, 2017 //  

CNN to Debut Live Ads During Solar Eclipse

VolvoVolvo will run live ads during CNN's coverage of the solar eclipse. While the spots will run on CNN's live stream of the Aug. 21 eclipse on its digital and social properties, this marks the cable news giant's effort to make live ad formats available to marketers across its platforms, including TV, moving forward. READ MORE
AGENCY NEWS // AUGUST 2, 2017 //  

Allison+Partners Ups Zach Colvin to Newly Created Role as California Chair

The firm has also promoted Jordan Fischler and Richard Kendall to partner.

Allison+Partners has upped partner Zach Colvin to the newly created role of chair of California.

Colvin is reporting to Jonathan Heit, president of the Americas. In the expansion of his role, Colvin is responsible for the overall growth of Allison+Partners’ Los Angeles, San Diego, and Silicon Valley offices, as well as its San Francisco headquarters.

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BUSINESSINSIDER // AUG 16, 2017
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MEDIAITE // AUG 9, 2017
Paul Manafort’s Home Raided By The FBI t.co/pXQPVuHiv9 t.co/EMwchPeaw4
MENTAL_FLOSS // AUG 9, 2017
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VULTURE // AUG 9, 2017
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BUSINESSINSIDER // AUG 9, 2017
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SALON // AUG 9, 2017
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ADFREAK // AUG 9, 2017
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