Posts Tagged ‘PR’
Mark Hass’ arrival to head Edelman China is an interesting move in more ways than one. Hass, by all accounts, is well-respected within the industry, and his reputation actually appears to have been improved by his sudden departure from MS&L last year.
More importantly, the hire should shake up a China market where top-tier talent has proven hard to infuse. There are some superb agency heads in the country, but few new faces in recent years.
In getting a former global network CEO, Edelman may have pulled off a coup. Detractors, no doubt, will point to Hass’ lack of China experience. This should not be underplayed, but a move of this magnitude can only be good for the Chinese PR industry at large.
The Hass story, I feel, is likely to be the first of several senior moves in Asia-Pacific this year. Markets are unfreezing rapidly, and there is pent-up demand for talent. I’m already hearing of a number of pretty interesting senior shifts that will take place over the next couple of months.
A similar trend should also take place in more mature Western markets, albeit on a reduced scale. Already, we’ve seen the highly-rated Jonathan Jordan quit B-M UK to start his own shop. It’s been almost two years since the traditional talent game of musical chairs creaked to a halt. That, for better or worse, is a lifetime in PR terms.
Looking back over 2009, one theme rings loud and clear: consolidation.
It is a term that can be applied to any number of procurement-led global reviews – from HP, British Airways, HP again, Lufthansa, Microsoft, HP again…You get the picture.
Perhaps of more interest, we have seen concrete consolidation in the agency world, via three major examples: MS&L merging with Publicis Consultants, Ketchum merging with Pleon, and Huntsworth’s decision to whittle down its 26 agency brands to four.
Already those decisions are starting to bear fruit. Grayling has bulked up to $150m after buying another agency in the US, making it the second biggest independent player after Edelman. MS&L Group won its first global mandate of note this year. And Ketchum Pleon has also been awarded significant new international business.
All of these agencies want to move out of the mid-size bracket, and compete with the handful of big boys that are worth $400-$500m in annual revenues, and are often viewed by clients as the natural destination for global PR mandates. In that sense, these moves are long overdue – more competition at the top can only be of benefit to the industry in general.
Inevitably, these developments also turn the spotlight on some of the other remaining mid-size contenders. Porter-Novelli, GolinHarris, Waggener-Edstrom and Cohn & Wolfe, to name four. In 2010, can we expect to see a little more expansionary zeal from this quartet?
It has finally been dragged kicking and screaming into the world. So far the response has been good, thanks no doubt to a solid raft of launch content – including a Focus On Dubai’s PR market and an interview with LG Electronics’ comms chief Ken Hong.
My most popular post this year, at least in terms of generating comments, was one on whether countries can launch charm offensives. This surprised me, because I thought that the concept of overhauling a poor reputation through better comms was reasonably well established.
Instead, the idea that a national government can put its reputation in the hands of a PR agency sparked some interesting responses. None perhaps more succinct that Tom Crampton‘s remark that, unless the country itself has a reputation worth communicating, any image campaign would amount to ‘lipstick on a pig’.
Building on the debate, I’ve put together a feature for PRWeek UK that looks at this issue in a little more depth. Reputation of a nation puts six ‘countries’ under the spotlight – UK, US, China, India, South Africa and Dubai. Each suffers various problems in terms of how reputation issues are hampering the pursuit of specific goals. For example, China’s well-documented product quality crises continues to dog perceptions of its critically important manufacturing sector. Read the rest of this entry »
So Beijing has hired Hill & Knowlton to handle its global comms account.
It reminds of the run-up to last year’s Olympics, when a Government brief aimed at tackling China’s global image problems was doing the rounds. That never materialised into anything, and it appears unlikely to be related to this – given that the H&K win seems squarely focused on the city of Beijing.
It is a little ironic that H&K appears to have secured this account on the back of it’s work handling global PR for last year’s Olympics. For those with short memories, China suffered a number of reputation issues in the run-up to the games. One year before the Games, this story concluded that H&K was ‘hardly empowered’.
Anyway, by the time the Games ended, the country had presented a reasonably credible account of itself – although things would soon change once the milk scandal surfaced. Still, this is a smart move by Beijing as long as both client and agency are serious about addressing the full range of perceptions and opinions they are likely to encounter.
And, no doubt, this is exactly kind of nice follow-up business H&K would have been hoping for when it won the Olympics brief in the first place.
Over the last three months I’ve been lucky enough to work on a project for PRWeek that has been truly eye-opening. Called The Big Idea, the project is best described as an experiment to see how different types of agencies respond to an integrated brief.
First, we needed to find the right brief. The NSPCC indicated its interest and, through the tireless efforts of its director of comms John Grounds and his team, we managed to turn the concept into reality through its Helpline marketing campaign. Read the rest of this entry »