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Industry News In Brief (June 3, 2019)
SAN FRANCISCO — Allison+Partners has launched a new management consultancy group, called Allison Advisory. Led out of the firm’s corporate practice, the group will operate across North America, EMEA and Asia Pacific, providing clients with counsel to business leaders across all functions as they manage corporate change, digital transformation, international expansion, risk mitigation, purpose development and challenges unique to startup and high-growth. Allison Advisory will be led by Matthew Della Croce, Allison+Partners’ global president, corporate + Europe, and David Wolf. Wolf (pictured) was previously the managing director of Allison+Partners’ global China practice which, due to the group’s expertise in market entry, will be rolled into the Allison Advisory offering. His new title will be managing director, Allison Advisory. READ MOREAllison+Partners Launches Advisory Services to Help Clients Navigate Today’s Business World
Allison+Partners announced the launch of Allison Advisory, a management consultancy group within Allison+Partners. Led out of the firm’s Corporate practice, the group will operate across North America, EMEA and Asia Pacific, providing clients with counsel to business leaders across all functions as they manage corporate change, digital transformation, international expansion, risk mitigation, purpose development and challenges unique to startup and high-growth.
“Our work at Allison Advisory focuses on counseling the c-suite and board of directors through transformative change,” said Matthew Della Croce, Allison+Partners’ global president, Corporate + Europe. “Statistics show that nearly 75% of all significant enterprise transformations ultimately fail to achieve the desired return on investment. A core reason for the failure is that stakeholders aren’t embracing the change. This is where Allison Advisory can help, ensuring that decisions are rooted in and be guided by stakeholder expectations and thus forming the basis of lasting advantage. It’s a very different way of looking at solving those problems and an area to which our advisors bring unique expertise.”
READ MOREMDC's Allison+Partners Introduces Corporate Consultancy Group
Allison+Partners (A+P) is launching Allison Advisory to expand the MDC Partners PR shop's "perception-management" services into business transformations, international expansion, and risk mitigation.
Allison Advisory will be led by Matthew Della Croce, A+P Global President, Corporate + Europe and David Wolf, Managing Director of Allison+Partners’ Global China practice whose division will be rolled into the Allison Advisory offering. Wolf's new title will become managing director, Allison Advisory.
READ MORENews of Firms: Allison+Partners Opens Management Consultancy
Allison+Partners has launched Allison Advisory, a management consultancy group that will be part of the firm’s corporate practice. The group will operate across North America, EMEA and Asia Pacific, advising business leaders in such areas as corporate change, digital transformation, international expansion, risk mitigation, purpose development and challenges unique to startup and high-growth. Matthew Della Croce, Allison+Partners’ global president, Corporate + Europe, is heading up the group along with David Wolf, who was previously managing director of Allison+Partners’ Global China practice, which will be rolled into the Allison Advisory offering. His new title will be managing director, Allison Advisory. “Statistics show that nearly 75% of all significant enterprise transformations ultimately fail to achieve the desired return on investment,” Della Croce said. “A core reason for the failure is that stakeholders aren’t embracing the change. This is where Allison Advisory can help, ensuring that decisions are rooted in and guided by stakeholder expectations.”
READ MOREALLISON+PARTNERS LAUNCHES ADVISORY SERVICES TO HELP CLIENTS NAVIGATE THE COMPLEXITY OF TODAY’S BUSINESS WORLD
SAN FRANCISCO (May 29, 2019) – Allison+Partners today announced the launch of Allison Advisory, a management consultancy group within Allison+Partners. Led out of the firm’s Corporate practice, the group will operate across North America, EMEA and Asia Pacific, providing clients with counsel to business leaders across all functions as they manage corporate change, digital transformation, international expansion, risk mitigation, purpose development and challenges unique to startup and high-growth.
“Our work at Allison Advisory focuses on counseling the c-suite and board of directors through transformative change,” said Matthew Della Croce, Allison+Partners’ global president, Corporate + Europe. “Statistics show that nearly 75% of all significant enterprise transformations ultimately fail to achieve the desired return on investment. A core reason for the failure is that stakeholders aren’t embracing the change. This is where Allison Advisory can help, ensuring that decisions are rooted in and be guided by stakeholder expectations and thus forming the basis of lasting advantage. It's a very different way of looking at solving those problems and an area to which our advisors bring unique expertise.”
Allison Advisory will be led by Della Croce and colleague David Wolf, who have spent the last two decades helping clients navigate the unique communications and marketing challenges companies face during business transformations, expansions into new markets and globalizing business strategy. Wolf was previously the managing director of Allison+Partners’ Global China practice which, due to the group’s expertise in market entry, will be rolled into the Allison Advisory offering. His new title will be managing director, Allison Advisory.
“Traditional public relations focuses on ‘perception management,’ taking enterprise decisions already made and creating a narrative for key stakeholders,” Wolf said. “Our approach is different. An organizations’ executive team needs expertise in ‘enterprise behavior change.’ Through our approach we operate as advocates for our client’s stakeholders, providing advice and solutions to enable business decisions to achieve functional transformation and impact. Our goal is to help executives accelerate growth by optimizing the intersection of business goals, customer needs, regulatory environments and employee experience.”
The new offering builds upon Allison+Partners’ significant track record helping guide C-suite executives and boards of directors through enterprise change and transformation. The Allison Advisory team of senior consultants bring a unique perspective and capability founded in data and analytics, employing proprietary methodologies to maximize efficiencies, minimize internal disruption and support business growth. The agency’s corporate expertise centers around corporate and financial communications, influencer relations, crisis and issues management, executive visibility campaigns, social impact and CSR, content marketing and digital strategies to help clients transform and achieve market leadership.
“The team we have in place providing counsel through Allison Advisory are strategists who have an enterprise-level point-of-view that is informed by expertise in how stakeholders have evolved from mere ‘audiences’ to the true drivers of leading businesses,” Della Croce said. “We are able to ensure that our clients’ understand what the expectations are from their stakeholders everywhere in the world, and that they are building their businesses in ways that address or exceed those expectations."
About Allison+Partners
Allison+Partners, an MDC Partners company, is a global marketing and communications agency driven by a collaborative approach to innovation and creativity. The firm was named The Holmes Report’s 2019 “Best Agency to Work For,” PRWeek’s 2018 “Best Place to Work” and The Holmes Report’s 2017 “Digital Agency of the Year.” Allison+Partners has 30 offices worldwide and is organized around five practices: Consumer Marketing, Corporate, Healthcare, Public Affairs and Technology. All Told, which combines research, content, creative, digital and measurement expertise into one offering, works across these practices to deliver integrated storytelling for clients. The agency also has a network and deep affiliations with firms worldwide through MDC Partners (NASDAQ: MDCA), a progressive marketing and communications network, championing the most innovative entrepreneurial talent. For more information, visit www.allisonpr.com.
2019 SABRE Awards North America Winners
2019 Best Agencies to Work For EMEA
Best Agency to Work For is possibly the only predictive award the Holmes Report gives out. By this, we mean there’s a direct correlation between the agencies on this list and those that take home our biggest honor (often times at some point in the future) — Agency of the Year recognition. That’s, in part, because firms that take culture seriously tend to attract and retain smart and creative talent who, in turn, produce stellar work. It’s a simple formula but one that’s easily overlooked amid the breathless pace and tremendous pressures that are a seemingly inevitable reality of agency life. But this pace is exactly why agencies shouldn’t underestimate the power its culture has on the work its employees produce.
The firms recognized on the rankings include a few holding companies firms, but mostly independents. Some have generous benefits, others prioritize professional development or interesting work that keeps talent engaged. We’re working on an in-depth feature that will more deeply explore the factors that drive employee engagement within our industry. All participating firms can also obtain their own results mapped against either the industry or its competitive set. (For more information on this, see FAQ.)
READ MOREGlobal top 250 PR Agency Ranking 2019
Nimble, fast midsize firms make their mark
It’s been the time of midsized firms for a while now, and this year’s data in the annual Agency Business Report does nothing to dispel that trend.
Agencies such as Prosek Partners (+21%), M Booth (+17%), Zeno Group (+14%), and Allison+Partners (+12%) far outperformed their big box rivals in global growth percentage stakes in 2018.
READ MOREAllison+Partners
"We had one of our best years of organic growth — nine of our 10 largest clients carried over to this year with expanded mandates," says Scott Allison, cofounder, global chairman and CEO. "It was a year of client stability." READ MORE
Rankings tables: PRWeek Agency Business Report 2019
Rankings Tables are set to Global Rankings as the default tab. To select from 23 other regional or practice sector data views, toggle between the different tabs.
Best Agencies to Work For
Best Agency to Work For is possibly the only predictive award the Holmes Report gives out. By this, we mean there’s a direct correlation between the agencies on this list and those that take home our biggest honor (often times at some point in the future) — Agency of the Year. That’s, in part, because firms that take culture seriously tend to attract and retain smart and creative talent who, in turn, produce stellar work. It’s a simple formula but one that’s easily overlooked amid the breathless pace and tremendous pressures that are an inevitable reality of agency life. But this pace is exactly why agencies shouldn’t underestimate the power its culture has on the work its employees produce.
The firms recognized on the rankings include a few holding companies firms, but mostly independents. Some have generous benefits, others prioritize professional development or interesting work that keeps talent engaged. We’re working on a series of stories explore the factors that drive recruitment, retention and engagement within our industry. All participating firms can also obtain their own results mapped against either the industry or its competitive set. (For more information on this, see FAQ.)
READ MORE2019 North America Midsize PR Agencies of the Year
The 2019 North America PR Agencies of the Year are the result of an exhaustive research process involving more than 150 submissions and 50 face-to-face meetings with the best PR firms across the US and Canada.
Analysis of each of the 70 finalists across 14 categories can be accessed via the navigation menu to the right or below. Winners are unveiled at the 2019 North American SABRE Awards on May 7 at Cipriani 42nd St in New York.
READ MOREApril Fools' Day: 5 brands (and a PR firm) you definitely shouldn't trust today
It’s bad enough that friends and family are out to get you, but each year it seems more and more of the country’s biggest brands feel compelled to produce April Fools’ Day pranks.
The results are in from an April Fools’ Day poll PRWeek posted last week, asking comms pros if it’s wise to send a fake press release to reporters.
READ MOREALLISON+PARTNERS LAUNCHES LATEST CULTURE INITIATIVE, “IT’S ABOUT THE PERKS”
**April Fools!**
Innovative Program with Over-the-Top Perks Designed to Attract and Retain Industry’s Top Talent
In a day and age where office perks are a dime-a-dozen, global marketing communications agency Allison+Partners is upping the ante on the corporate “perk off.” The agency is changing its long-standing company motto from “It’s About the Work” to “It’s About the Perks,” and introducing a series of enviable new perks for current and future agency employees.
“While we have long been proud of our popular employee benefits such as Workout Wednesdays, birthday days off and paid sabbaticals after only five years, the competition for talent inspired us to boldly go where no agency has gone before,” said Allison+Partners’ Chairman + CEO Scott Allison. “What we’ve landed on is not only breakthrough in our industry, but some of the best perks in the entire world, bar none.”
Allison+Partners’ new perks were sourced through active and purposeful googling of the agency’s competitors, aspirational targeting of companies we’re nothing like and general pipe-dreaming. They include:
- Chocolate Fountain to End All Chocolate Fountains – A 6-foot-tall, 85 percent dark cacao nibs fountain enhanced with vegan collagen will be placed in each office to enable 24-hour dipping pleasure for employees. According to a newly released survey, 87% of workers indicated they are open to extending their workday by an additional two hours if bribed with chocolate.
- Grapes on Demand – A duo of office assistants will float seamlessly from desk to desk to peel and feed employees grapes and fan them with oversized palm fronds while they work. It’s hands-free grape eating perfection! During a recent employee engagement survey, we found 98% of employees prefer grapes over every other fruit. We take these results seriously.
- Sloth Therapy Room – Who needs puppies when you have fuzzy sloths in a sound proof room with classical music playing in the background!? While puppies have been scientifically proven to reduce anxiety by more than 80%, surveys have shown that cuddling sloths leads to over the top euhphoria in more than 100% of people.
- Forget “bring your kids to work day,” we’re announcing Bring Your Kids to Work Every Day and equipping our offices with changing tables and branded diaper genies. Science has shown that crying can actually produce a soothing effect similar to white noise and beach waves, when it reaches a decibel equal to a dozen kids crying at once.
- Remote Working Gone Wild – We’ll offer a once in a lifetime Mars employee exchange program enabling employees to work for six months from the fourth planet from the sun. Let’s face it, space is hotter than ever.
- Staff manicures are so last year. As a pet-friendly agency, we are offering weekly manicures to the staff’s pets, custom nail art included. Pet manicures was the top #trending item on social media in the month of March.
- We’ll replace the traditional holiday party with twice yearly, all-staff trips to the North Pole, reindeer rides included. While zero percent of adults still actually believe in Santa, let’s face it, we all want to.
- Why should parental leave only be for actual parents? We’re offering parental leave when your work-wife or work-husband gets a new pet (reptiles included). A wise unknown and random person once said that “imitation is the sincerest form of flattery.” We believe it.
- To save on commute time and maximize efficiency, we’ll introduce on-demand autonomous driving sleep chambers to take all employees to and from work. Studies by important people have shown that R.E.M. can best be achieved in autonomous driving vehicles.
Additional information on the ground-breaking new perks can be found on April 1 at https://www.allisonpr.com/about/careers.html
2019 SABRE Awards North America finalists
The winners will be announced at the awards ceremony on May 7 at Cipriani 42nd Street in New York along with the Agencies of the Year and Best Agencies to Work For READ MORE
Denny's brings on Allison+Partners as PR AOR
SPARTANBURG, SC: Denny’s has selected Allison+Partners as its PR AOR after the restaurant chain reorganized part of its marcomms structure.
Denny’s hired the agency after the chain restructured a "small portion" of its marketing functions for "even greater efficiencies" in recent months, said John Dillon, chief brand officer and SVP for the company.
READ MOREAsia-Pacific News In Brief (March 18, 2019)
NEW REPORT FROM ALLISON+PARTNERS UNCOVERS A SHIFT FROM CAR CULTURE TO MOBILITY CULTURE
Intersection of technology and transportation driving change; Gen Z to drive it forward
SAN FRANCISCO (March 13, 2019) – A new report from Allison+Partners suggests that changing definitions of transportation and an influx of new mobility solutions are paving the way for the birth of a new culture – the mobility culture. Resulting from the intersection of transportation and technology, this cultural shift will be driven forward by a new generation of consumers – those just now coming of driving/ride-sharing age. Much in the way Baby Boomers in their teens and twenties defined American car culture, Gen Z will ultimately become synonymous with mobility culture. The study, dubbed The Birth of Mobility Culture, also explores implications for brand marketers as consumer values shift from “me” to “we” and access to new mobility options increase.
The report, based on a survey of U.S. consumers fielded in January 2019, reveals a clear shift in consumer attitudes, values and behaviors between generations and with more transportation options available than ever before.
Key findings that highlight this shift include:
- Cars remain at the center of today’s transportation equation, but how they’re used is changing. While roughly 70 percent of licensed Americans drive their vehicles daily, 38 percent of those without a driver’s license say they have no need for one. With Gen Z, the numbers become even more significant — nearly 70 percent of Gen Z respondents do not have their driver’s license and 30 percent of those who do not currently possess their driver’s license have no intention or desire to get one.
- Car culture shifts from “me” to “we.” Younger generations, including Gen Z, have begun to see automotive benefits that move beyond convenience to relaxation and social experiences. When asked why they would purchase an autonomous vehicle, Gen Z consumers cited relaxation as a primary factor (65 percent) – almost equal to convenience (67 percent).
- For Gen Z, the car has become less aspirational. Gen Z sees cars more as appliances than any other generation, with more than half of Gen Z respondents (56 percent) indicating a car represents essentially no more than a means of transportation.
- Technology and transportation have become synonymous. The excitement for autonomous technologies is driven by Gen Z, due largely to a high trust level with technology. Ultimately, 60 percent believe they will use autonomous vehicles by 2029.
“Not only will the car itself change drastically with the advent of new technology and mobility solutions, but its role in our lives and in culture will also evolve,” said Marcus Gamo, Senior Vice President and Automotive Specialty Group Lead at Allison+Partners. “Our automotive practice was born out of an authentic passion for disruptive brands that are redefining mobility, with a deep understanding that the most important attributes of transportation for consumers are trust and loyalty.”
The report also reveals that despite changing American consumer values and behaviors, brands remain more relevant than ever. For marketers, however, the introduction of this new mobility culture will require a revamped approach to effectively garner consumer loyalty and advocacy:
- Reinforce how technology enhances the experience. With consumers conditioned to expect technology innovation at a faster rate than the traditional new vehicle introduction timeline, it’s important for marketers to reinforce how technology features enhance the ride experience, contribute to vehicle safety and support a future where transportation options come together in concert.
- Demonstrate an understanding of the shift from “me” to “we.” It will be more important to underscore the benefits of a particular mobility option to communities of people (such as a city, university or corporate campus), rather than to just individual drivers.
- Focus on building relationships during the journey, not at the finish line. Younger consumers value authentic relationships with brands, and it takes time to foster that trust. Understand their values, what advancements in automotive technology excite them and, equally important, their concerns about the future of mobility. Use this information to inform how to communicate and engage with them about your brand.
- Consider new avenues for introducing mobility options. The traditional auto show has been the core of how automakers, motorcycle brands, RV makers and others have introduced new vehicles to a rabid group of automotive enthusiasts. Due to this shift in values and attitudes, marketers must now plan for more values-based, communal and experiential local market activations, where influencers help create and share the story and consumers can experience brand value in a real and authentic way.
“As consumer relationships with cars evolve, automotive and transportation industry marketers must change how they engage with younger audiences, especially Gen Z,” said Lisa Rosenberg, Co-Chair of Allison+Partners’ Consumer Marketing practice. “Being headquartered in San Francisco with deep roots in technology, Allison+Partners has been at the forefront of cultural movements since our inception. We believe that brands that embrace this cultural shift and provide opportunities for consumers to be active participants are the ones that will win with a generation whose favorite currency is social.”
ABOUT THE REPORT
Allison+Partners compiled this report using data from an online survey of 1,035 people in the U.S. over the age of 16 conducted in January 2019. Fielding was conducted using the Qualtrics Insights Platform and the panel was sourced from Lucid.
Gen Z Shifts 'Car Culture' To 'Mobility Culture'
Baby boomers defined American “car culture” -- now Gen Z is creating a new “mobility culture” in its place, according to a report.
“The Birth of Mobility Culture,” from Allison+Partners, explores the implications for brand marketers of changing definitions of transportation. Generational values have evolved, says Marcus Gamo, senior vice president and automotive specialty group lead at Allison+Partners.
READ MOREAnne Colaiacovo, Hall of Femme 2019
What would you do if you weren't in PR?
I would be an interior designer or a registered dietician.
Talk about the last time you experienced a fist-pumping victory moment.
All my recent fist-pumping victories have been around the successes of my team – watching people get that promotion they really worked for or winning that pitch they gave everything to.
Former MMC Digital/Innovation Head David Richeson Joins Allison+Partners
Richeson left MMC at the end of 2018 after five years as chief of digital innovation and influence. Since his departure, and the exit of chief integration officer Diana Littman, MMC has consolidated its digital and influencer units under a new brand engagement group led by new hire Gretchen Ramsey. READ MORE
Asia-Pacific News In Brief (March 11, 2019)
On the Move: DiGennaro Hires Stephanie Agresta; Allison+Partners Ups Serina Tan; NYC & Co. Promotes Christopher Heywood
Allison+Partners has promoted Serina Tan to managing director, Asia Pacific, a newly created role. Tan will continue in her existing role as general manager of the agency’s Singapore office and will work to fostering greater collaboration between the more than 140 team members across the region. In addition to her previous work as an independent consultant, she has served as regional account director for Porter Novelli and an account manager at Golin. Allison+Partners’ Singapore office has also brought on Robin Chang as vice president and Natashia Jaya as director. READ MOREKimpton Will Expand on Its ‘Room 301’ Experiment by Offering Similar Experiences Worldwide
Kimpton Hotels and Restaurants, a boutique hotel brand of IHG, today is rolling out a new initiative that will let guests book special rooms at many of its hotels and participate in unique experiences offered in each, all designed to let them enjoy deeper human experiences.
According to Kathleen Reidenbach, chief commercial officer of Kimpton, the concept for the rollout stems from the values and culture established by the brand’s founder, Bill Kimpton, in 1981 (it was acquired by IHG in 2014) She said it was important to Kimpton that the company’s values focus on humanity and “an environment where employees feel warm and welcome. Bill Kimpton prioritized personal growth and development.”
READ MOREThe Influencer Divide: why improving the marketer/influencer relationship is a must
글로벌 PR 에이전시 앨리슨파트너스, AI마케팅ㆍ헬스케어 연구소 설립
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.
READ MOREThe PR Industry's FOFO Problem: "Fear Of Finding Out"
ALLISON +PARTNERS’ STUDY UNCOVERS THE DIVIDE HOLDING BACK INFLUENCER MARKETING
Improving the Marketer and Influencer Relationship is a Must to Unleash its Full Potential
SAN FRANCISCO (February 14, 2018) – Allison+Partners’ latest study on influencer marketing suggests that despite becoming a staple in today’s marketing mix, there is a divide between marketers and influencers holding back the true potential of influencer marketing. The divide spans the spectrum from the length of an ideal engagement to the essential question of return on investment. The qualitative study also sheds new light on what each think will bridge that gap, as well as how putting more rigor around process and measurement will help increase effectiveness and credibility for the craft.
The study reveals a clear gap between marketers and influencers about marketplace challenges that are critical to address as influencer marketing evolves.
Some key themes they were divided on include:
- Approach to Identification: One of the biggest challenges identified by marketers was the inability to confidently identify and select effective influencers. However, most influencers in the study stated that they don’t provide audience insights unless asked, nor do they map their potential to a marketer’s needs. Many also said they have their own media kits that marketers rarely ask for.
- Authenticity: Most influencers reported that marketers generally only ask for reach, unique page views or monthly blog views, but the most value is found in the authentic comments to and interactions with their posts.
- Testing: Just as they would in traditional marketing disciplines, testing, learning and revising need to be an integral part of the influencer marketing strategy. However, the study found that only some marketers conduct testing with influencers to see what type of content works best. Furthermore, influencers said they generally stick with the approved content over the course of the engagement regardless of the outcome, citing that they don't feel comfortable offering their opinions about how posts can be improved.
- Measurement: Influencers continue to struggle to show their value in a comparable way to how marketers think about other marketing mediums. Yet, marketers are under increased pressure to prove the business impact of influencer campaigns. The challenges stem from several factors on both sides including defining the basis for influencer marketing, lack of benchmarks and myths about standard metrics.
“This is a critical year for influencer marketing where it must mature and evolve to meet the standards of other marketing disciplines,” said Cathy Planchard, global president of All Told, a division of Allison+Partners that combines research, content, creative, digital and measurement expertise to deliver integrated storytelling for clients. “By communicating better, implementing more process and developing concrete methods to show value, marketers and influencers will be able to see the full and realized potential of their partnership.”
Allison+Partners’ Influence 360 approach to achieving influence takes a broad view of influencer marketing strategies, starting with the understanding that an influencer is anyone who has the ability to carry a message. Based on the study’s findings, the agency further enhanced this approach by recommending a series of industry best practices for influencer marketing, with particular focus on the implementation of advanced analytics and technology to show its value.
While the study revealed some key divisions between marketers and influencers, both groups lamented in the difficulty of proving value for campaigns. There are some simple solutions and best practices that can address these challenges
- Scoring Parameters: A clear solution to influencer identification is to employ a set of standards, such as influencer scoring parameters. For example, Allison+Partners’ proprietary Influence Impact Score uses the equation [Reach + Authenticity] x Power to identify the influencers that will have the most impact for a campaign.
- Optimization: While some influencers voice their opinions during the creative planning phase, the majority said they generally don’t provide additional suggestions for improvement in the execution phase – something they need to take responsibility for. Influencer marketing must mature and evolve to a place where the consultation, relationship-building and optimization occurs as it would in other parts of the marketing mix.
- Data Capture and Practices: The simple act of gathering, structuring and storing data is a fundamental best practice for measurement. But the study revealed that this, too, is lacking in influencer marketing efforts. Marketers need to look at their own internal data, such as coupon codes redeemed or website visits, while influencers need to provide more back-end metrics with marketers, particularly on paid campaigns.
- Understanding Impact: Marketers and influencers must look beyond a "moment of time" in reporting and understand things like time to impact content life span and holistic data capture. This can be done through correlation analytics on the marketers’ side, which determines the statistical correlation between two factors. On the influencer side, they need to report on the full range of success indicators, such as direct messages asking for more information from users, to better understand the impact of campaigns beyond direct sales or website traffic.
- Deploying Existing Technology: An abundance of technology used in other digital marketing media can be applied to influencer marketing measurement. For example, the use of pixels or tags is largely non-existent, even for mediums that readily accept them. This implementation would allow for retargeting, boost conversions and create great depth of understanding for those who interact with influencer content.
“The underlying current of our study — a communications and relationship gap between marketers and influencers — comes to light in measurement perhaps more strongly than any other topic we explored,” said Brent Diggins, managing director of measurement + analytics at Allison+Partners. “Despite the challenges, a pragmatic approach that combines measurement and analytics best practices with technology can help show value like never before.”
ABOUT THE STUDY
Allison+Partners conducted qualitative interviews with 31 influencers and 20 marketers in the travel, consumer electronics, lifestyle, food/CPG and fashion/beauty verticals. Marketers were internal employees, with a manager title or above working at a company with revenue of $50 million or more in the U.S. Interviews were conducted in October 2018. The influencers must have engaged in a paid influencer program with a brand in the vertical set. The influencer panel was sourced by Allison+Partners, and the marketer panel was conducted by Qualtrics. This is the fifth study in Allison+Partners’ Influence Impact Report series, which is an ongoing exploration of the dynamic forces that shape and drive consumers in an active ecosystem of influence. To download the Influence Impact Reports, visit www.allisonpr.com/insights/.
Allison+Partners Finds Divide Between Influencers, Marketers Hampering Success
“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.”
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Content As a Differentiator
Success in marketing always requires the ability to overcome challenges. That's as true in the B2C arena as it is in the B2B world. However, B2B marketers face numerous challenges that their B2C counterparts do not. B2B products are often highly complex, buying-decision chains involve more people, customer bases are narrower, and purchase cycles are longer. At the same time, business-serving industries like technology and consulting services are crowded with participants and extremely competitive.
"For B2C marketers, emotion still drives purchase, and tuning your message to deliver peak emotional potential for your audience can have an impact that's quantifiable quickly," says Kevin Nabipour, partner and managing director of content strategies at Allison+Partners, a global marketing communications agency. "For B2B, however, nurturing cycles are long, and ROI takes time to cook."
READ MORE2019 Trend Forecast: Technology
From Bird Box to Tide Pods: When your product becomes part of a viral challenge
By: Diana Bradley
Just as the stars of Netflix’s "Bird Box" have to protect themselves from unseen threats, brands must be ready to defend themselves from completely unexpected, and at times unimaginable, scenarios.
The latest hazard brands need to add to the crisis playbook? Being given a starring role in dangerous viral challenge videos.
READ MOREMarketing Mistakes: Chasing Quick Wins Over Long-Term Success
2019 Trend Forecast: Consumer
Best Places to Work 2018
PRWeek’s annual Best Places to Work initiative honors the top agencies and in-house teams that were ranked a cut above by their associates on important issues including workplace culture and salary.
To see how your organization stacks up against the competition and to gain insights from recruitment pros and industry executives about what they see on the hiring front, check out our Best Places to Work Premium Edition.
READ MORELocation: San Francisco
Judges and staffers alike were impressed with Allison+Partners’ employee improvement and advancement options.
The globally implemented Allison University program is rated as one of the best by employees.
"I’ve been so impressed with the professional development offerings, including Allison University, the global exchange program, outside training reimbursement, and the leadership academy," said one employee.
One judge noted that, with high marks for its management and ability to establish a strong morale, Allison+Partners’ staffers clearly feel their leaders listen to them and are receptive to their ideas.
One staffer called the work-life balance at the firm "ideal." Allison+Partners lets employees work from home, offers unlimited paid time off, and allows everyone two hours of work time per week to work out.
People are also given time off to volunteer and those who are at the company for five years get a one-month paid sabbatical.
"Families are very important to this company," explained one employee.
The culture is the biggest advantage to working at Allison+Partners. Employees are close, and it is common for them to attend each other’s big life events such as birthdays, weddings, and baby showers.
"The culture here is the best I’ve ever seen," said one employee. "People are happy to be here, to do their work, and to bond with their colleagues."
Originally posted on PRWeek.com.
Top 5 Unexpected Cities Hiring For Digital Marketing In 2019
The road ahead in 2019
In a flash, 2018 is almost gone, an incredibly memorable year in so many good and bad ways, not least it being PRWeek's 20th birthday in the U.S. market.
The following is a wide-ranging compendium of trends, observations, and takeaways from the year, and a look forward to what will undoubtedly be an even more tumultuous and exciting 12 months ahead.
READ MOREInnovation Summit North America Returns to San Francisco in 2019
This year's event will include sessions on the future of influencer marketing, building customer loyalty, communicating innovation with impact and the changing communications dynamics between the US and Asia. READ MORE
The 2019 Innovation SABRE Awards - North America Finalists
In a tight labor market, companies bet big on five-year rewards
Well, they have got nothing on Hadas Streit.
The senior vice president at the global public relations firm Allison + Partners recently returned from a one-month paid sabbatical, awarded to staffers after only five years at the company. During that time, she rented a house in Cape Cod for a couple of weeks.
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Account News In Brief (December 3, 2018)
Allison+Partners Named Agency of Record for Campaign Monitor
Allison+Partners announced after a competitive review it has been selected as the agency of record for Campaign Monitor, a global software-as-a-service company specializing in email marketing. Allison+Partners will oversee public relations activities in the U.S., UK and Australia to drive awareness of the company’s innovative platforms and solutions. READ MOREAccounts in Transit: Allison Lands Campaign Monitor; IMAGINE Wins Saxon Hotel; Pollack Picks Up Oakwood
Allison+Partners landed Campaign Monitor, a global software-as-a-service company specializing in email marketing. A+P will oversee PR activities in the U.S., UK and Australia as well as leading an integrated campaign including media relations, content marketing, thought leadership, event support and custom measurement. The account will be based in the MDC unit's D.C. office, with additional service provided out of London and Sydney. The firm's roster of global technology accounts currently includes Public Interest Registry and BSA|The Software Alliance. READ MORECampaign Monitor picks Allison+Partners as global AOR
SAN FRANCISCO: Allison+Partners has been named global AOR for email service provider Campaign Monitor.
Campaign Monitor began looking for a new PR AOR, and issued an RFP for the work, in September. The company invited Allison+Partners, Walker Sands Communications, and Edelman to the pitch and made a decision at the end of October, said Campaign Monitor’s CMO Shane Phair.
READ MOREHow 5 PR shops got out the vote on Tuesday
PR firms across the country are making sure employees have ample time to get to the polls on Tuesday.
Some gave staffers the day off, while others threw parties or gave treats to employees who voted.
Here’s what five PR agencies did to mark Election Day.
Allison+Partners
Allison+Partners signed the Time to Vote pledge to encourage employees to take time out of their workdays to vote in the midterm elections. In accordance with this pledge, and continuing an initiative the firm started in 2016, all staffers, including interns, in Allison+Partners’ U.S. offices have been provided with up to four hours paid time off to vote. The firm is also offering a day for early dismissal, should it reach a percentage goal for its offices across the country. Offices are also hosting celebrations to encourage voting and meeting the participation threshold. For example, the firm’s New York office held a "Beer and Ballots" party on Friday to give employees time to review the issues, go over their ballots, and see where candidates stand in preparation for voting. The firm also has a mock "bake sale" going on for those who voted to pick up some sweet treats.
This Shockingly Effective Fire-Safety Video, Viewed 9 Million Times, May Change How You Sleep
When you go to sleep at night, you’re probably not thinking about fire ravaging your home. And if you’re like me, you probably leave your bedroom doors open—perhaps so kids and pets can wander freely, or maybe just so you can hear whether there’s trouble in the night.
If so, you’re not alone. Only 29 percent of Americans sleep with their bedroom doors closed, according to a recent survey by the UL Firefighter Safety Research Institute. And of those who do keep doors open, the group reports, more than half think it will actually help them in a fire to have doors open for easy access to other rooms.
READ MOREMarketInk: San Diego Press Club to Present 525 Journalism Awards
More than 450 people are expected to attend the event at the Jacobs Center for Neighborhood Innovation’s Joe and Vi Jacobs Community Center. About 20 restaurants and 10 wineries, plus several craft beer breweries, will provide refreshments. Retired broadcaster Dennis Morgigno will serve as emcee.
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How #MeToo changed the way brands market to men
What does it really mean to be a man? Since the #MeToo movement started a year ago, that’s a conversation brands are less afraid to have.
Experts say Me Too has not changed the principles of marketing to men, which were already getting a second look and moving away from stereotypes, says Alyssa Garnick, SVP and senior partner of FleishmanHillard's consumer and brand marketing practice.
Or, as Lisa Rosenberg, Allison+Partners’ chief creative officer and consumer marketing co-chair, puts it, male-focused marketing has always been more than just "cars, girls, and booze."
READ MORENumber of PR jobs hits all-time high, but not every type of communicator is in demand
Employment at U.S. PR agencies reached an all-time high of 63,000 jobs in August, according to figures from the Bureau of Labor Statistics (BLS).
That’s up from 62,100 the month before and breaking the previous record of 62,500. The new record number also represents a 6.6% increase from August 2017.
Most industry pros are encouraged by the latest BLS numbers and reporting similar upswings, if only anecdotally, with the lion’s share of hires coming in digital and measurement.
READ MOREThe Stream
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When two great agencies come together, the results are better than chocolate.
OneChocolate is now part of Allison+Partners
