FREQUENTLY ASKED QUESTIONS
(w/answers in 140 characters or <)
What is Euro RSCG Worldwide PR?
U.S. PR agency of Euro RSCG Worldwide, a division of Havas, one of top five marketing services companies on the planet.
So who’s on your team?
Experienced, highly motivated pros. Senior mgmt involved in all accounts.
What about your parent company, Euro RSCG Worldwide?
World’s hottest creative agency. Ad division won most contested account of 2009 and was called creative highlight of all Cannes Lions.
Industry recognition is great, but what about connecting with consumers?
Euro RSCG produced most downloaded TV commercial ever: Evian’s roller-skating babies. Almost 14 million views, and counting.
Are you influencing the conversation?
Can you say “Word of the Year”? Only PR agency to launch one. Our prez, Marian Salzman, put metrosexual into national conversation, 2003.
What has Euro PR done lately?
Did press for vitaminwater launch with pop-up gym in NYC, using social mktg to raise diabetes awareness with S.T.A.N.D. campaign…
Anything in the key health-care sector?
We’re helping make vision care as important as overall health care with Transitions Healthy Sight Working for You.
What else?
Led Sears/Kmart holiday and back 2 school campaigns, supported the Prince’s (as in Charles) Rainforests Project enviro awareness efforts…
What makes you different?
We’re all about digital at the core of everything. We get to the future first with total integration.
What can you do for my business?
We run with that Big Idea to its strongest impact. PR mixes with marketing in integrated, global approach. Brand forever, sell today.
What exactly is PR now, anyway?
It’s reading, watching, observing, listening, living. At Euro PR, we’re great at living life and breathing that life into clients’ brands.
What about social media?
Lines between PR, newsmaking and earned media are blurring. Euro PR, integrated agency, is industry tops in adapting to changing landscape.
How about social responsibility and cause marketing?
We’re changing the game for good. We got into CSR long before conscience became cool, and we’re still flat-out most innovative at it.
Can you give examples of Euro PR’s cause-marketing innovations?
Tck Tck Tck viral climate justice campaign. One Young World, to inspire 25-yr-olds to be leaders. Home Base Program to help vets with PTSD.
Any others?
Transitions Healthy Sight for Life Fund to provide eye exams and education…
What are your core concepts?
We’re immersing ourselves in places where people and media live now. We’ve got laser focus on prosumers, trialogues and hyperlocalization.
Prosumer?
The proactive consumers first on new social media and getting/sharing brand info. Targets of our “influencing the influencer” strategy.
What does trialogue mean?
A multi-way conversation that any number of consumers have with & about brands, which matters now more than ever. We help shape discussions.
And…hyperlocalization?
We customize mass brand-related messages, starting with communities and conversations, 21st-century grassroots-style.
Is your generalist branding approach the way to go?
Totally. Euro PR has areas of expertise, but we’re free to assemble the agency’s best brains, regardless of title, for every client.
What if I need you to get specific?
Six dedicated teams rock in core areas: health care, consumer, B2B, corporate, tech, social media.
So what you’re saying is you offer the best of all worlds?
Yes. You get category attention you need without sacrificing the big creative strategy. And we’re already future-ready.
What’s in your toolbox?
Strategy & creative, media relations, research & writing, buzz strategy & marketing, press events & conferences, roundtables & education…
Is that it?
Content development, guerrilla stunts, brand ambassador programs, social media, spokesperson ID & contract negotiations, mobile marketing…
Anything else?
Crisis & internal communications, community relations, secondary & anecdotal research, speech writing & editing, website planning…
What’s your strategic process?
We’re a knowledge-driven company. That means we start with research insights about industry and environment, add dazzling creativity and…
And?
And create cutting-edge strategies that give our clients killer results and a strong ROI.
So what happens then?
We build relationships with audiences who most affect reputation, opinion and behavior.
What’s Route 360?
All roads point to Route 360—our highway to seamlessly integrated influence. Route 360 is our ongoing strategic development & enhancement.
How do you get there?
Know destination>define brief
Map landscape>rsrch & insights
Design itinerary>strategize
Plan alt routes>contingency plans
Upload pix>measuring
One by one: How do you define the brief?
Listen, ask, discuss: key business issue, communications objective, target portrait, competition, emotional/rational benefits.
What are your research and insights mapping tools?
Media analysis, trend rpts, industry research, Knowledge Exchange to find untapped trends, Trendscouting to survey 12,000 Euro employees…
Anything else?
Brand Momentum, Euro’s creation based on political polling, guides undecided consumers to perceived brand leader.
How do you tie it all together?
Human semiotics: Research + planning = portrait of target user.
How do you start strategizing?
Brainstorm Room: bringing agency’s best minds together; Crumple Up Corner: testing ideas to identify brand’s personality.
Then what?
Message & stakeholder pillars: architecture always keeping client’s foundations in mind; Hymn Book: harmonious creative program that sings.
What about contingency plans?
We’re nimble, with agile entrepreneurs who think strategically 24/7/365 about how to build your business.
How do you measure results?
Dashboard (proprietary custom coverage assessment) + metrics + report card + digital merchandising (how we live in Twitterville).
Where does digital fit in?
Everywhere. Blogger outreach, Twitter, Facebook, social media, etc.…they’re all one with your core program.
What are the roots of your philosophy?
He wasn’t part of our team, but we’re inspired by the vision of Ed Ney, chairman emeritus of Young & Rubicam—the Egg Man.
What was Ney’s inspiring vision?
In 1972 he called for marketing integration: the Whole Egg. “Our idea was to go horizontal, or have an integrated offering to our clients.”
What did “integrated offering” mean to him then?
“We wanted to be in public relations, direct marketing, medical and sales promotion. And…we got most of those.”
How does his approach affect Euro PR now?
Route 360 is key. Someone must sit in driver’s seat of brand stewardship. We give total communications solutions where earned media leads.