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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.

FEBRUARY 21, 2019 //     

The Stream Episode 3: Unpacking a Viral Video’s Success

By: Owen Clark


Sometimes there is a great story behind a great story. Such is the case in the third episode of The Stream podcast, which takes us the behind-the-scenes of the “shockingly successful” “Close Before You Doze” video campaign from the UL Firefighter Safety Research Institute (FSRI).

If you aren’t one of the 10M+ people who have already watched the video, stop what you’re doing and check it out now. It might save your life. It will also make you think twice about how a simple message and a creative approach to storytelling can spread like…well, you get the idea. 

READ MORE

Fire is just the beginning of what went into the production of this officially “viral” video sensation. There are literal hurricanes, metaphorical production headwinds and a host of opportunities where the project would have gone sideways if it wasn’t for a creative team effort from everyone involved.

To tell this story properly, we switched from the Q&A format you heard in the first two podcast episodes and pivoted to an “oral history,” where we hear first-hand from folks at UL, Luntz Global and Allison+Partners who brought the video to life. By listening to what they have to say, you’ll learn about what it takes to create a viral video and what the project’s success says about the positive potential for social information sharing.

Thanks for listening, and please remember to subscribe, rate and review on your favorite podcast platforms.

The Stream Podcast can be downloaded via Google Play Music, iTunes, Apple Podcasts, Spotify and Stitcher.

FEBRUARY 20, 2019 //     

Serena Williams Joins the Board of Directors of Poshmark, an Online Shopping Marketplace

Credit: PoshmarkSerena Williams, tennis champion and fashion enthusiast, is now adding one more achievement to her already packed resume, which also includes a fashion line dubbed “Serena.” READ MORE
FEBRUARY 20, 2019 //     

ABC Sells Out Oscars: $2.6 Million For 30-Second Ads

Credit: MediaPostWith many returning advertisers, ABC has now sold out all commercial inventory in “The 91st Oscars” show. Some marketers are paying a top 30-second commercial price tag of $2.6 million, according to reports. READ MORE
AGENCY NEWS // FEBRUARY 20, 2019 //     

The Influencer Divide�"why improving the marketer/influencer relationship is a must

Credit: Bulldog ReporterDespite becoming a staple in today’s marketing mix, there is a divide between marketers and influencers holding back the true potential of influencer marketing, reveals new research from PR and comms firm Allison+Partners. READ MORE
FEBRUARY 19, 2019 //     

AB Inbev and MillerCoors Battle Heats Up, But Who Will Win?

Credit: Tam NguyenIt's too early to say who's winning the two-week-old marketing war between Anheuser-Busch InBev and MillerCoors over beer ingredients. But the ultimate victor will probably be the spirits industry. READ MORE
AGENCY NEWS // FEBRUARY 19, 2019 //     

글로벌 PR 에이전시 앨리슨파트너스, AI마케팅ㆍ헬스케어 연구소 설립

Credit: 이투데이

지난해 10월에 한국에 진출한 글로벌 PR 에이전시 앨리슨 파트너스가 마케팅과 헬스케어 시장을 공략한다.

A+P는 19일 AI(인공지능) 마케팅 연구소(A.I.Marketing Lab)와 헬스케어 커뮤니케이션 연구소(Allison Partners Healthcare)를 한국에 설립하고, 디지털 기반의 지능형 마케팅 및 헬스케어 시장에 뛰어든다고 19일 밝혔다.

연구소 설립을 기념하기 위해 방한한 스콧 앨리슨 CEO는 “기술 분야의 전문성을 기반으로 디지털 마케팅 및 디지털 광고 시장의 효율성을 극대화할 수 있는 AI 마케팅을 한국에 선보이고자 한다”며 “앨리슨만의 콘텐츠 개발 경쟁력과 함께 급변하는 소비자들의 컨텐츠 소비 형태에 빠르게 대응해 고객들이 소비자와의 접점을 놓치지 않도록 최첨단 기술을 활용해 지원할 것”이라고 설명했다.

AI마케팅 연구소를 총괄할 윤세영 부사장은 “디지털 마케팅은 소셜미디어 운영 등의 온라인이나 모바일에서 일어나는 단순한 활동을 말하는 것이 아니다”라며 “디지털 마케팅은 소비자의 행동을 정확히 분석하고 소비자의 요구에 적합한 광고와 커뮤니케이션, 마케팅 믹스를 진행하는 것이며, 이러한 진보된 마케팅 활동은 AI기술로 완성될 것이다”라고 설명했다.

헬스케어 전문 커뮤니케이션 연구소는 앨리슨 파트너스의 최신 디지털 분야를 접목해 온ㆍ오프라인 헬스커뮤니케이션 전략, 디지털 헬스케어, 바이오 등 4차 산업 혁명 시대에 부합하는 새로운 헬스 커뮤니케이션 서비스를 선보일 계획이다.

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AGENCY NEWS // FEBRUARY 18, 2019 //     

The PR Industry's FOFO Problem: "Fear Of Finding Out"

Credit: Proof AnalyticsOne of the first public relations conferences I ever attended—in London, more than 30 years ago—focused on measurement. The gist was that as an industry we needed to go beyond counting clips to proving that we had a measurable impact on business goals: that PR drove sales, that a good reputation could pay off in everything from decreasing the risk of regulation to increasing employee loyalty. READ MORE
FEBRUARY 14, 2019 //     

Influencers Unsure How to Show Marketing Value

Influencer marketing is expected to account for a $10 billion industry by next year, but despite becoming an integral ingredient in today’s marketing mix, a gap exists between marketing and influencer camps that often makes collaboration difficult and could be holding back this booming practice’s potential, according to an annual study of marketers and influencers conducted by global communications firm Allison+Partners. READ MORE
FEBRUARY 14, 2019 //     

'Blockchain' Most Overrated, 'Transparency' Most Important Words Of The Year

Credit: Advertiser Perceptions READ MORE
AGENCY NEWS // FEBRUARY 13, 2019 //     

Allison+Partners Finds Divide Between Influencers, Marketers Hampering Success

Credit: Allison+PartnersSAN FRANCISCO — Despite the buzz about influencer marketing, the success of the tactic is being hampered by deep divisions between influencers and the people who hire them, according to a new Allison+Partners report.

“There is a huge gap stalling what could be the full potential of influencer marketing,” said Brent Diggins, managing director of measurement and analytics, adding that “there are a lot of different points where we found this gap.”
 READ MORE
FEBRUARY 13, 2019 //     

BuzzFeed News Team Becomes Latest Media Org With Plans to Unionize

Credit: BuzzfeedWeeks after BuzzFeed laid off 15 percent of its workforce, the remaining news staffers based in the U.S. agreed to unionize with the NewsGuild of New York. READ MORE

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