We mix big-agency resources with small-agency attention. We have a worldwide network to call on, plus the nimble entrepreneurialism of a small biz. Our clients stick with us—some as long as 16 years. Senior execs are always involved, providing counsel, creating and assessing programs, contributing to content development and meeting with clients.
Although we have areas of expertise, we’re a generalist branding shop—an agency without borders. Clients aren’t confined to their section, and neither are we. Our company has the freedom to bring the best minds and expertise to the table for each client. We’re all continually thinking about the unexpected places a brand can go.
We develop programs using industry category and brand data, biz trend data, media audit coverage, qualitative informational interviews, the latest consumer trend research from Euro RSCG’s Knowledge Exchange initiative and Trendscouting surveys of our 12,000 worldwide employees.
Prosumers
The ultimate “influence the influencer” model. We reach target audiences by influencing prosumers—the proactive leader-consumers who are first to adopt new information-gathering and -sharing practices. Our campaigns shape opinions, change behaviors and drive action.
Trialogues
We’re guiding trialogues with prosumers. What’s a trialogue? Now that lines between media and message have blurred and tomorrow’s brands are driving into everyday lives today—via blogs, Twitterville and the online community—brand messages don’t follow a two-way path. It’s not just what brands say to consumers and consumers say back. What matters now is what consumers say to one another. Social media acquaintances start trialogues or person2person conversations.
Just as Euro’s advertising arm mastered mktg to prosumers earlier this decade, our PR division is now taking the reins on trialogues. In fact, Euro PR’s prez, Marian Salzman, was part of the team that launched prosumers at the agency. She knows how to reach them.
Our Process
In a word: disciplined. We marry creativity with research-driven insights. Essential steps:
- Getting briefing from client
- Gaining complete understanding of the competitive environment from briefings and industry research
- Generating brief to guide creative development
- Developing messaging and positioning documents
- Creating overarching approach for all campaign initiatives
- Sharing creative options with client, including details on execution
- Developing tactical execution timeline
- Scheduling weekly (or more often) meetings with client to discuss progress, review materials and answer questions
Measurement
Sounds great, but how do we know it’s working? Euro PR tracks results with tools that include:
- Exit surveys to evaluate press conferences, roundtables and panel discussions, major launch events, etc.
- Online surveys to evaluate e-newsletters, direct communications and client-sponsored events
- Phone interviews and surveys to evaluate press materials and events
- Media Dashboard, a proprietary media coverage assessment that we can customize to measure total coverage, coverage according to priority media, coverage tone, percentage of delivered key messages and coverage versus competitors
- Website analytics to measure page views, visitor geography, length of stay and route to site
- Online media clipping service
- Facebook fans
We’re constantly exploring new tools and partnering with research vendors to develop methodologies that let us maximize clients’ budgets and achieve genuine influence.