6 Ways Content Marketing Has Changed Public Relations

As much as content marketing changes the PR landscape, much still stays the same. The goal of PR is still to 1) Gain awareness, 2) Establish thought leadership, 3) Build a relevant and loyal community or brand ambassadors, 4) Recruit new customers. Content Marketing is just changing the vehicle in which you tackle those goals.


PR practitioners had to quickly adapt their strategy to the fast-changing industry. They had to shift their objectives from “find a hook and email as many journalists to write about their clients as possible” to “find where their audience is, build meaningful relationships with them, prove value with relevant and interesting content, then pretty much deliver it to their doorstep.”

Read more from the source: The Next Web

The Muppets spread the word Lipton's #BeMoreTea campaign to inspire people to break out of the autopilot of every day. Millions of views later…that will do!

Success on YouTube in early March proves that joining forces with the Muppets was the perfect pick for Lipton’s new #BeMoreTea campaign. The campaign is expected to bring millions of view and new subscribers to Lipton’s page.


Lipton could expect several thousand videos views on any typical YouTube video, but bring the Muppets into the picture and you had better be ready for MILLIONS of views and a heap of new subscribers. Excellent pairing that benefits both brands as they promote Lipton’s #BeMoreTea campaign and the release of the new Muppet move.

Read more from the source: YouTube

24 People Who Applied for the World's Toughest Job Were In for Quite a Surprise placed an ad for the world’s toughest job: being a mom. Check out the video interviews in which 24 applicants react to the job requirements.

Here’s a pretty cool project from Mullen for a client we won’t immediately reveal, lest we spoil the surprise. (Scroll down to the bottom of credits, or watch the video to find out.)

The Boston agency posted this job listing online for a “director of operations” position at a company called Rehtom Inc. The requirements sounded nothing short of brutal:

• Standing up almost all the time

• Constantly exerting yourself

• Working from 135 to unlimited hours per week

• Degrees in medicine, finance and culinary arts necessary

• No vacations

• The work load goes up on Thanksgiving, Christmas, New Year’s and other holidays

• No time to sleep

• Salary = $0

The job ad got 2.7 million impressions from paid ad placements. Only 24 people inquired. They interviewed via webcam, and their real-time reactions were captured on video.

Check out what happened below. It’s worth watching to the end.

Read more from the source: AdWeek

Ad of the Day: This Weight Watchers Ad Is Unlike Any You've Seen Before

Fantastic ad from Reactive agency for Weight Watchers. They partnered to make a moving and relatable ad that effectively communicates the theme, “Awaken your incredible.”


Weight loss can be one of the most deeply emotional subjects for people. Yet the category seems almost afraid of emotional advertising, preferring to go with bright, bubbly, breezy celebrity endorsements instead.

We’ve seen exceptions, like Medifast’s memorable 2013 campaign. (Those ads, filmed over eight months, used some nifty editing to poignantly show heavier consumers talking to their future, slimmer selves.) Now, we get this inspirational campaign from Weight Watchers Australia, which is light years away from what the brand tends to do in the U.S.

The theme is, “Awaken your incredible.” And it’s all about finding the person you are at your core, whom you might have lost track of over the years as you tackled all of life’s other challenges. It’s a simple idea, communicated effectively and movingly in the humble 60-second spot.

The message seems much more relatable than Jessica Simpson chattering on about how she loves her body. Dieting, after all, is about pursuing the ideal version of yourself, not someone famous–about reconnecting with yourself, not connecting with others.

The campaign also includes an interesting partnership with Getty Images, in which you answer some questions on a website, which then uses Getty photos to create short slideshows illustrating your “incredibleness.”

Via Adland.

Read more from the source: AdWeek

Colgate Helps You Tell People They've Got Food in Their Teeth

Colgate utilizes Twitter and a dash of creativity in the new SlimSoft toothbrush campaign. You can now alert friends, colleagues and the like that they have something in their teeth through an anonymous tweet.

You know that moment when your dinner date gets a fleck of thyme in his teeth; or when you notice your colleague has some unidentifiable black speck between her incisors in the middle of a business lunch, and you just don’t know if, or how, you should say something? We’ve all been there, and it’s always awkward. Colgate Canada wants to spare you that mutual embarrassment with its latest campaign “There’s Something in Your Tweet.”

As part of its promotion for its new “SlimSoft” toothbrush, Colgate – with the help of Toronto-based agency Union – has created a special Web app that lets you send anonymous tips via Twitter or email to notify your friends that they have something stuck in their teeth.

All you have to do is visit the SlimSoft site, enter your friend’s Twitter handle or email address, and Colgate ping them from the Colgate account politely notifying your friend about the food-in-teeth situation. You can even select what kind of food is stuck, whether it’s a kernel of corn or a poppy seed, and Colgate will insert that in the message.

With each of these anonymous “there’s something in your teeth” tweets, Colgate also includes a $1.00 off coupon for Colgate Slim Soft toothbrushes. Everyone wins. Try it out on your next first date.

Read more from the source: Digiday

iTunes Radio to Debut in September With McDonald's, Nissan, P&G, Pepsi

In addition to basking in all the publicity that comes with a heavily-anticipated Apple product launch, the launch partners get exclusivity within their respective industries through the end of 2013.

iTunes Radio, Apple’s answer to Pandora, is set to debut next month with a handful of high-profile brand partners including McDonald’s, Nissan, Pepsi, Procter & Gamble and possibly one or two more brands, according to people familiar with the negotiations.

The deals range from the high single-digit millions of dollars to tens of millions of dollars and include a 12 month advertising campaign to run within the streaming music service for each of the participating brands.

In addition to basking in all the publicity that comes with a heavily-anticipated Apple product launch, the launch partners get exclusivity within their respective industries through the end of 2013. Come January 2014, however, ads on iTunes Radio will become widely available, provided an advertiser agrees to the minimum buy-in of around $1 million, according to sources briefed on the product.

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Dial 415-665-0001 Access Code: 663-075-664

If you have trouble accessing WebEx – you won’t miss that much visually – here’s the phone number!

Dial 415-665-0001 Access Code: 663-075-664 at 1PM ET Today (6/6) to hear marketing leaders from Gap, GSD&M and Tribal DDB in a live discussion featuring Forrester Research’s Jim Nail. No cost to attend.

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Right Intel Webcast 6/6/13 @ 1PM ET

We’ll do it live!

Companies drown in marketing data yet starve for actionable insights. We will discuss what works and what doesn’t by exploring what quality insight looks like, who creates it and how to make it actionable. Join international retailer Gap along with full service brand agency GSD&M and the digitally-centric global advertising agency, Tribal DDB in a conversation hosted by Right Intel and featuring Forrester Research.

Register here for free.

Media Agency PHD Gamifies its Workforce to Promote Global Collaboration

Great example of an agency embracing technology to create better internal collaboration for the external benefit of their clients

Omnicom Media Groups’s agency PHD has used gamification in its latest innovation in the workplace, and has just launched a new system that aims to encourage global collaboration among its staff.

This follows on the heels of the news two weeks ago of a similar more by Capgemini to gamify its workforce using the London-based Leaderboarded.

PHD, however, which runs over 70 offices in more than 60 markets, has built its own operating system, called “Source”, enabling its employees to work together in real-time.

It’s taken PHD two years to develop Source, and it was a key part of the pitch which helped the Omnicom Media Group agency to secure Unilever as a client in June.

Mark Holden, PHD’s Worldwide Strategy and Planning Director said: “It is our attempt to allow everyone within PHD to be able to tap into the PHD mind.

“We have so many brilliant thinkers across the world, now they can innovate across many other briefs and be celebrated for this. By January 1, 2013, anyone that joins PHD is also joining an MMO.”

Source is a strategic framework which works like a mass multiplayer online game (MMO) and will allow the thousands of employees in offices across the globe to see where they rank and collaborate in real time.

“This intelligence has enabled PHD to create a strategy and idea generation system that will foster incredibly powerful thinking” says Holden.

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8 Social Selling Dos and Don'ts For Your Sales Team

Be a Trusted Advisor. In today’s modern era, helping is selling.

Social selling involves using social media to stay relevant with your buyer, to listen for buying trigger events and to target the right message, at the right time, to the right person.

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