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Matt Neale se va afla in Romania pentru a anunta ca biroul local al retelei, GolinHarris Bucuresti (fosta Lowe PR, afiliata la GolinHarris in urma cu un an), isi schimba felul cum opereaza dupa un model aplicat pana acum in SUA, Marea Britanie si Suedia, numit modelul G4. Acesta extinde expertiza PR-ului in zone precum productia de continut, analiza de business, implicare pe toate canalele mesajului de brand, inclusiv pe cele considerate pana acum a tine de domeniul publicitatii.
UPDATE - 28 martie: Potrivit noului model de organizare a GolinHarris, numit G4, oamenii din agentie nu mai sunt "executivi si acounti", ci isi desfasoara activitatea in patru zone de expertiza - "strategii", "creatorii", "conectorii" si "catalistii". Pentru a sustine noua structura, reteaua a investit in infiintarea unui hub de comunicare multimedia numit The Bridge, care are scopul sa faciliteze plasarea rapida a mesajelor in media traditionale si digitale, sa identifice imediat oportunitatile de comunicare si sa ii implice pe influentatorii din online si offline. "Bridge-ul" de la Bucuresti este lansat dupa cele din Silicon Valley, New York, Chicago, Londra, Stockholm si va fi urmat de Beijing.
Carte de vizita:
Matt Neale a fost numit Presedinte International al retelei de relatii publice GolinHarris - cu birouri in America, Europa, Asia-Pacific si Orientul Mijlociu - in septembrie 2011. In prealabil, el a fost co-managing director al GolinHarris Europe. Este specializat in global brand marketing si s-a ocupat de clienti precum Unilever, Orange, Nokia, Wrigley, Siemens.
- Puneti intrebari folosind formularul de comentarii de la finalul articolului. Puteti adresa intrebari in romana si engleza
- Pentru a pastra coerenta si relevanta discutiei, nu vom valida comentariile care nu se refera la temele anuntate, care nu contin intrebari sau care constau in atacuri la persoana.
- Va rugam sa nu adresati mai mult de doua intrebari pentru a da posibilitatea invitatilor sa raspunda la cat mai multe probleme ridicate de cititori.
2. What sort of clients does GolinHarris try to avoid? For example in Britain would it work for Murdoch's News International if asked so?
Q2: GolinHarris won't work for tobacco companies, weapons manufacturers or dodgy dictators. Although we're owned by a big group, we still have very real mid-western family values that are as important today as they were 56 years ago when Al Golin set up the company.
In America we work for a mobile phone operator called Metro PCS. Our brief was to launch their 4G service in the USA. As you know this is a very competitive space so it's hard to get cut-through. Our team persuaded rapper Snoop Dogg to change is name to Snoop DoGGGG (4Gs...). The back story that due to the speed of his hustle, Snoop need to up his Gs. People fell in love with the idea and you can sum it up in a tweet - the sign of a good idea.
One I didn't do but loved was a very simple (and quite dull brief for a British cheese). This particular type of cheese's key benefit is that it is matured for one year before going on sale. That's hardly big news! So the PR team decided to turn this on it's head. They set up a web cam called "cheddar vision" and filmed the cheese slowly maturing over a year. They then launched cheddar vision online and called it "the most boring channel in the world" where you can watch cheese age. The media loved the idea that it was so boring, people actually tuned in to watch. Genius.
Then you need to be prepared to rip up what's worked for decades before and invest in new ideas and ways of working. This can be scary stuff, especially if things are going well. Our founder, Al Golin has a saying: "fix it before it breaks" and that's what we did. Agencies that don't adapt now will die in the next 10 years.