Communications & New Media March 2015 I Vol. 29 No. 3

The food issue

March 2015 | www.odwyerpr.com

Vol. 29. No. 3 March 2015

EDITORIAL MILLENNIALS’ UNIQUE Horde of lawyers chip away at FOCUS ON NUTRITION freedoms. A study of Millennials reveals 6 18 telling details about this demo- WALMART REAPS GOOD graphic’s perspectives on health, PR FOR WAGE HIKE diet, nutrition and well-being. 10 walmart received positive press for decision to hike employee wages, 8 SODA ALTERNATIVES GAIN but now faces another challenge. IN FOLLOWING, PROFITS As health consciousness grows, DIETARY GUIDELINES 19 soda alternatives are becoming STIR CONTROVERSY more prevalent within the bever- Historic proposals in the latest age industry. federal recommendations for di- 9 etary guidelines could affect U.S. IS THE U.S. EXPERIENCING food policy in a big way. HEALTH FATIGUE? After years of messages regard- 19 Cover photo by Cayla Zahoran and REGULATIONS CONFUSE 20 ing the importance of a healthy Food Styling by Allie Wist. CONSUMERS ON SUPPS. diet, consumer fatigue may be Dietary supplements have come setting in. www.ODwyERPR.COM under scrutiny, and PR pros bear a 10 Daily, up-to-the-minute PR news unique responsibility communicat- PEOPLE IN PR ing with consumers on this issue.

IS MISINFORMATION IN 21 U.S. FEEDING OBESITY ? Studies show consumers want PROFILES OF FOOD & to make positive health changes, 12 BEVERAGE PR FIRMS but are bombarded with diet fads and conflicting information. 22 RANKINGS OF FOOD & HOW RESTAURANTS BEVERAGE PR FIRMS SHOULD TREAT REVIEWS Learning how to address custom- 35 er comments online can often turn 14 a negative into a net positive WASHINGTON REPORT EDITORIAL CALENDAR 2015 40 January: Crisis Comms. / Buyer’s Guide CHALLENGES FROM THE February: Environmental & P.A. TOP OF THE FOOD CHAIN March: Food & Beverage Never before in history have so many been able to consume so 16 columns April: Broadcast & Social Media much, while simultaneously re- May: PR Firm Rankings PROFESSIONAL DEVELOPMENT June: Global & Multicultural maining malnourished. Fraser Seitel 36 July: Travel & Tourism OMC, PUBLICIS, IP POST FINANCIAL MANAGEMENT August: Financial/I.R. STRONG Q4 GAINS 37 Richard Goldstein September: Beauty & Fashion As the global economy picks up 17 OPINION October: Healthcare & Medical steam, Omnicom, Publicis Groupe 38 Arthur Solomon November: High-Tech and Interpublic expect 2014’s mo- December: Entertainment & Sports mentum to carry into this year.

ADVERTISERS Allidura Consumer...... 11 Makovsky...... Inside Cover Artisan Production House...... 8 MediaMax Online...... 3 Bob Thomas Productions...... 9 Omega World Travel...... 25 Cision...... 7 Peppercomm...... Back Cover FoodMinds...... 13 RF | Binder...... 15 ICR...... 5 Strauss Media Strategies...... 36 Log-On...... 33 TV Access...... 38

O’Dwyer’s is published monthly for $60.00 a year ($7.00 for a single issue) by the J.R. O’Dwyer Co., Inc., 271 Madison Ave., New York, NY 10016. (212) 679-2471; fax: (212) 683-2750. Periodical postage paid at New York, N.Y., and additional mailing offices. Postmaster: Send address changes to O’Dwyer’s, 271 Madison Ave., New York, NY 10016. O’Dwyer’s PR Report ISSN: 1931-8316. Published monthly.

EDITORIAL Horde of lawyers chips away at freedoms

he legal assault on three Hampton towns by the East End Eruv Association, aided by Verizon, LPEG/LIPA and two huge law firms, is an example of lawyers running amok, EDITOR-IN-CHIEF robbing Americans of free speech and freedom of religion, as well as freedom from Jack O’Dwyer T [email protected] religion. Founders of the country wanted to start with a fresh slate — barring the “seditious” libel ASSOCIATE PUBLISHER that led to drawing and quartering of government critics in the U.K. and belief in anything John O’Dwyer supernatural, which spawned the Inquisition, among other abuses. The word “god” is not in [email protected] the Constitution. Under the U.K. system, Parliament had free speech but not the press or people. Offenders ASSOCIATE PUBLISHER were tortured and executed for something they said. The modern Inquisition is the legal Kevin McCauley system where frivolous lawsuits can bankrupt a company or individual. [email protected] Few trust U.S. court system EDITOR Anti-lawsuit sites such as Faces of Lawsuit Abuse say 87% of the public fears frivolous Jon Gingerich lawsuits. Only 16% trust the legal system to defend them against such suits, says a Harris [email protected] poll. They cost Americans at least $200 billion yearly. Lawyers started to drag America back to the British system with the Sedition Act of 1798 SENIOR EDITOR that allowed Congress to penalize Americans for the “crime” of expressing “dissent.” Libel Greg Hazley laws that could be used against the press and others were soon added. [email protected] New York Supreme Court Judge Charles Ramos argued in a 5,000 word article in the July CONTRIBUTING EDITORS 24, 1995 New York Law Journal that media should not be sued for libel because free speech Fraser Seitel was deterred. Half of PR execs polled by the O’Dwyer Co. agreed, including Howard Ruben- Richard Goldstein stein, Richard Edelman, PRSA president John Beardsley, Robert Dilenschneider and Mark Ragan, of the Ragan Report. EDITORIAL ASSISTANTS The number of lawyers in the U.S. has now reached 1.22 million. They file 15 million civil & RESEARCH Chandler Klang Smith lawsuits yearly — a far greater proportion of both than in any other country. Japan has 23 Caitlin Dullahan-Bates lawyers per 100,000 citizens, whereas the U.S. has 391 or 17 times as many. Canada has 26 lawyers per 100,000. ADVERTISING SALES “The U.S is choking on litigation … anyone can sue for anything no matter how absurd or Sharlene Spingler egregious,” wrote Boston Globe columnist Jeff Jacoby May 9, 2014. Associate Publisher & Editor Eruv lawsuits are frivolous [email protected] One example of frivolous suits can be found in the multiple actions against Westhampton John O’Dwyer Beach, Southampton and Quogue, which are now in their fifth year and offer no end in Advertising Sales Manager sight. This has cost the affected towns and the grass roots organization Jewish People Op- [email protected] posed to the Eruv $1 million so far in payments to law firms. The towns are threatened with millions in penalties and court costs. O’Dwyer’s is published monthly for $60.00 Westhampton Beach has also been slammed as a result of the suits as anti-Semitic. A New a year ($7.00 fwwAve., New york, Ny York Post editorial on January 9 headlined “Making room for Jews” accused Westhampton 10016. (212) 679-2471 Beach residents of “bigotry.” Fax (212) 683-2750. The courts, unfortunately, have bowed to this kind of irrationality in some communities. © Copyright 2015 The Federal District Court for Tenafly, N.J., ordered an eruv in that city removed but this J.R. O’Dwyer Co., Inc. was overruled by an Appeals Court. Despite the hundreds of thousands of words filed in this litigation, it’s a no-brainer: Jewish OTHER PUBLICATIONS: Orthodox markings do not belong on utility poles any more than the sign of the cross or Muslim symbols. www.odwyerpr.com Breaking news, commentary, useful data- For a sample of tortured logic and legal hair-splitting on what is or is not a sign, specious bases and more. and fatuous reasoning and verbal overkill, readers should explore some of the more than 70 legal links on the Westhampton Beach website. What they will find is an almost bottomless O’Dwyer’s Newsletter swamp of verbiage in which they will quickly drown unless they have some life preservers An eight-page weekly with general PR of logic. That is the object of these massive legal actions — intimidate and discourage exam- news, media appointments and placement ination by citizens. Reporters, who ask a simple question and get “a roomful of information” opportunities. are familiar with this ploy. O’Dwyer’s Directory of PR Firms The job of the press and concerned citizens is to cut through this overgrown jungle and get Listings of more than 1,300 PR firms to the heart of the matter. Both press and citizens have to mobilize public opinion. Vigorous throughout the U.S. and abroad. public discussion, the bedrock of democracy, is needed. Lawyers, unfortunately, are often in the position of tamping down public discussion.  O’Dwyer’s PR Buyer’s Guide Products and services for the PR industry in 50 categories. — Jack O’Dwyer jobs.odwyerpr.com O’Dwyer’s online job center has help wanted ads and hosts resume postings.

6 MARCH 2015 | www.ODwyERPR.COM

REPORT Walmart reaps PR reward for employee wage hike Walmart received positive PR for its recent decision to hike wages, but now the retailer faces a new challenge on the issue of gender pay equality. Shareholders pressure for pay equity By Greg Hazley and Kevin McCauley Walmart meanwhile faces a challenge at its almart made a splash with its shedding a reputation for underpaying, upcoming June annual meeting on gender fourth quarter earnings an- dead-end jobs will likely translate to sales pay equity, according to SEC documents. Wnouncement in February, not in down the road. Cynthia Murray, a Walmart worker, plans terms of revenue figures, but as the result “We are trying to create a meritocracy to sponsor a resolution calling for disclosure of a vow to raise the pay of a half-million where you can start somewhere and end of hourly and wage breakdowns by gender. of its workers. up just as high as your hard work and your That measure asks Walmart to disclose The retail colossus, which has been capacity will enable you to go,” CEO Doug the proportion of men and women in each brushing off criticism of its low wages for McMillon told the AP. McMillon acknowl- pay grade and range, along with the average years, said part-time staffers will earn at edged in the earnings release that change hours worked at what rate. least $9-per-hour, effective in April, while is afoot. “We have work to do to grow the Murray is concerned that Walmart, which full-time workers will take home at least business,” he said. “We know what custom- is the No. 1 employer of females in the U.S., $10-per-hour. Media coverage of the news ers want from a shopping experience, and is creating a crisis for working women stuck has been global, pervasive and mostly pos- we’re investing strategically to exceed their with low wages and erratic scheduling. She’s itive. expectations and better position Walmart a member of the OUR Walmart activist group that fights to improve worker pay and The Bentonville, Arkansas retail giant, for the future.” conditions at the retail giant. which reported $13.6 billion in revenue In response to the news, Deutsche Bank Congresswoman Rosa DeLauro of Con- for the fourth quarter of 2014, said it will analyst Paul Trussell told CNBC, “There’s necticut said Walmart’s “low pay, involun- spend one of those billions on the pay rais- been a lot of disgruntled workers, and tary part-time work and treatment of preg- es, training and education of its massive frankly this does sound like the new CEO nant employees is harming working women workforce. The company said operating both of the U.S. Walmart team and Doug and their families.” income will be “pressured” from the “in- McMillon at the helm taking a step to per- The Democrat wants the company to treat vestments” it is making, but it knows that haps correct those past evils.” women fairly by paying them a living wage and predictable and fair schedules so they can provide for their families. 

PR news brief Sard helps GNC in State supplement probe Dietary supplement retailer GNC Holdings has brought in Sard Verbinnen & Co. to help mount its PR defense against a probe by the New york attorney general into the ingredients of supplement products sold by major retailers. Ny AG Eric Schneidermann in February accused GNC, along with Target, wal-Mart and walgreens, of selling store brand supplements that could not be ver- ified to contain labeled ingredients or that were found to contain ingredients not listed on product labels. He subpoenaed company records about the origins of in- gredients in their supplements. After an initial response Feb. 4 with its day-to-day PR firm MarketcomPR, Pittsburgh-based GNC, which is publicly traded, more forcefully refuted Schnei- dermann’s claims Feb. 9 with the help of Sard and a point-by-point rebuttal of the AG’s letter to the com- pany. The company said it has pulled a small number of affected products from New york stores as it waits to hear a response to their challenge from Schneider- mann. GNC CEO Michael Arcbold said all of the company’s products are submitted to “rigorous and generally ac- cepted testing before they reach of our customers.” GNC, along with others in the supplement industry, are challenging the DNA barcoding test method relied on by the attorney general as unreliable. GNC said it and has sent the AG results of their own testing. Sard Verbinnen Managing Directors Bryan Locke in Chicago and Bob Rendine in New york are guiding GNC’s PR response.

8 MARCH 2015 | WWW.ODWYERPR.COM New dietary recommendations stir controversy The Dietary Guidelines Advisory Committee’s recommendations for nutrition have sparked controversy for pushing policy over science, and experts now wonder what impact these proposed changes tions; they have no immediate bearing on could have on national food policy. public policy. However, these suggestions By Jon Gingerich are taken into consideration by the Depart- ment of Health and Human Services and he Dietary Guidelines Advisory Since the report’s release, some politi- the USDA, which will issue its official Committee released its latest rec- cians and industry groups have expressed guidelines later in the year. Layden said Tommendations in February. Those to the media that the latest DGAC recom- there is a strong likelihood that these rec- recommendations, issued every five years, mendations have surpassed their intended ommendations will have a “major impact” are the work of a 14-member advisory purpose of discussing nutrition and diet, on food assistance and food nutrition pro- committee of nutrition experts charged and have veered into debates of policy. grams for the next five years. with reviewing current scientific evidence For the first time, the DGAC recommen- “One would imagine that some of the that characterizes a safe, healthy diet. The dations honed in on sustainability con- recommendations would carry through to panel’s suggestions influence official fed- cerns, suggesting Americans adopt eating the actual policy document, and that po- eral guidelines for nutrition policy in food habits that reduce harm to the environ- tentially does mean less ground beef in the assistance programs and school lunches, ment. The DGAC report also suggested school food program,” he said. as well as the USDA’s MyPlate program. higher taxes on sugary foods and drinks to Layden mentioned, however, that this Some of the suggestions made in the “support health promotion efforts.” development also presents an opportunity. 570-page report seemed obvious: the pan- “Without a doubt, the committee chose “To some extent, a report like this helps el recommended eating more vegetables, to go well beyond what people perceive is marketers: it gives us an opportunity to ex- fruits and whole grains, and suggested cut- its charter and into a realm that includes plain to consumers the value of foods and ting back on salt and saturated fat, as well policy recommendations, where it does not how they fit into overall healthy diet pat- as added sugars in food and drinks. possess any expertise,” Layden said. terns,” he said. “This controversy provides Other recommendations were surpris- Of course, recommendations in the com- an opportunity for markets to do what they ing. Up to 400 milligrams of caffeine a mittee’s report are just that: recommenda- do best.”  day — somewhere between three and five cups of coffee — is now considered safe. Decades-long concerns on cholesterol in- take also appear to have been toned down, as science now shows cholesterol in the blood isn’t the result of cholesterol from foods. In other ways, however, the 2015 DGAC report was historic, in terms of its breadth of scope in addressing topics never previ- ously broached by the committee, as well as new recommendations some experts say contradict scientific evidence. Probably the most controversial rec- ommendation in the report surrounds the DGAC’s stance on current consumption levels of meat — red meat, processed meat, even lean meats — recommending Americans cut down on all meats as part of a healthy diet. Bill Layden, Partner and Co-Founder of FoodMinds, LLC, said there is currently no scientific evidence backing the notion that consumers should eat less meat than what is currently being consumed. “It’s clear that there appears to have been an effort by committee members to isolate meat, and their recommendation in the re- port was not substantiated by dietary trails or studies,” he said. “There is substantial science that supports including lean meat and red meat in a healthy diet, and the recommendation for consumers to eat less lean meat does not seem to be justified.”

WWW.ODWYERPR.COM | MARCH 2015 9 FEATURE New supplement regulations confuse consumers Dietary supplements have come under fire from state agencies, raising questions about what role they play in healthcare. PR pros now have a duty to participate in this conversation, to alleviate any contained less than two-thirds of the active ingredients listed on their label. More con- potential confusion and help health-conscious consumers make cerning, the study team found high levels of informed decisions . By Arielle Bernstein oxidation — essentially, the breakdown of the active oils, which degenerate and may ith patients and consumers in- confusion. Data released from a survey of have health implications. From a quality creasingly empowered and en- 150 pharmacists and 200 physicians, con- perspective, only 8% of tested samples met Wgaged in their own healthcare, ducted by Farleigh Dickinson University’s international standards. dietary supplements have gained in popu- PublicMind, showed that fewer than half Even if consumers larity and importance. Easy-to-access cap- (41%) of the professionals surveyed correct- find a fish oil supple- sules and tablets help consumers ensure ly stated that FDA regulates and approves ment that is labeled they’re getting the vitamins, minerals and OTC products, but not dietary supplement accurately, the fact fatty acids that may be missing from their products. This is more than just an issue of remains that dietary diets. semantics — confusion around terminolo- supplements are not Yet recently, dietary supplements have gy may add to consumer misunderstand- intended to treat seri- come under scrutiny from multiple sourc- ing about how to use dietary supplements ous medical conditions. es. As it turns out, confusion is common appropriately. Creating clarity is especially Often, dietary supple- among consumers, as well as the healthcare important in light of recent safety concerns. ments do not contain Arielle Bernstein professionals charged with guiding their Supplement scrutiny creates confusion therapeutic doses equal wellbeing. During recent weeks, dietary supplements to prescription products. As PR professionals seeking to guard cli- have come under scrutiny — perhaps most Unfortunately, confusion plays a role in ent reputation and improve public health, notably and publicly, from the New York impeding patient care here, too: the Pub- it’s critical for us to understand the facts Attorney General, whose office announced licMind survey also found that 30% of about dietary supplements, their intended a lawsuit against four major national drug pharmacists and 22% of physicians stated, use, and their potential safety concerns. store chains for selling dietary supplements incorrectly, that prescription and dietary Confusion is practically a given in this that are mislabeled and contain undisclosed supplement omega-3 products are similar category. In fact, a few years ago, the Cen- fillers and allergens. For PR firms in this in strength and content. For patients seek- ters for Medicare and Medicaid Beneficia- category, helping dietary supplement clients ing therapeutic doses of omega-3 fatty acids ries Services almost nixed reimbursement and pharmacy chains requires knowledge to treat a disease, being directed to a dietary coverage for seniors needing a prescription and asking the right questions. In light of supplement instead of a prescription can ac- heart medication because it contained a vi- the NYAG announcement, the U.S. Gov- tually cause more harm than good. Without tamin. After months of discussion, the drug ernment Accountability Office reissued its clear information for both patients and pro- was included for patients in need — but the 2010 report on herbal dietary supplements, fessionals, consumers may be using prod- risk of exclusion was very real. revealing that 37 of 40 supplements tested ucts that are not only less than prescription What’s in a name? contained a hazardous contaminant. strength, but may contain unlisted ingredi- Dietary supplements are intended to do The supplements evaluated and listed ents. just what their name suggests — supple- in the NYAG lawsuit were popular herbal Healthcare PR carries a special responsi- ment diet. In fact, under United States law supplements, such as St. John’s Wort and bility and privilege: our work on behalf of known as the Dietary Supplement Health gingko biloba. But questions of safety and innovators, marketers, patient advocates, and Education Act of 1994, these products labeling extend to other popular dietary professionals and health systems as a whole are regulated as foods, not drugs (the U.S. supplements like fish oil capsules. Fish oil, is linked directly to patient outcomes. Seek- Food and Drug Administration is clear that or omega-3 fatty acids, is among the most ing to understand the detail behind patient dietary supplements should not be used to popular dietary supplements in the world. behaviors and the context around health treat diagnosed disease.). While this seems People spend around $3.1 billion annually risks is what drives us, and what enables us straightforward, their location in the drug- on omega-3 supplements, and market re- to develop thoughtful messaging and out- store may be contributing to confusion search indicates that retail sales of omega-3s reach strategies. In the case of dietary sup- about their nature and appropriate use. will increase 37% by 2016. plements, confusion and inconsistent use of Both healthcare professionals and patients Clinical research links omega-3 to po- terminology is obstructing care; as a result, may be mistakenly calling dietary supple- tential heart health benefits, among oth- people who might benefit from dietary sup- ments “over the counter” products — an en- er things, but the clinical studies involved plements or prescription medicines don’t tirely different FDA-supervised regulatory prescription products, not dietary supple- realize these products’ full health benefits. category. ments. And while they may share an active PR practitioners have the opportunity to Unlike dietary supplements, OTCs are ingredient, dietary supplement fish oil is disseminate communications that make a tightly regulated by FDA as drugs; tested not monitored in the same way as prescrip- tangible difference in patient care. Hopeful- for safety, efficacy and good manufacturing tions — and new evidence reveals potential ly, increased knowledge will ensure patients processes. Calling a dietary supplement an health risks. can access safe, effective dietary supple- “OTC” product is misleading to consumers. A study on fish oil supplements pub- ments in the course of aiding their health. Yet healthcare professionals tend to use the lished in Nature journal in January, found Arielle Bernstein is Group Vice President of two terms interchangeably, adding to the that 69% of the fish oil supplements studied Health at Makovsky. 

10 MARCH 2015 | www.ODwyERPR.COM New supplement regulations confuse consumers REPORT Is misinformation feeding America’s obesity epidemic? Recent nutrition survey data shows today’s consumers want to make positive health changes, but are bombarded with diet fads and conflicting sources of information, which ultimately leave them diet that includes sources of fat and a confused and make the adoption of lifestyle changes difficult. pattern that aligns with current national guidelines for reducing the risk of cardio- By Louise M. Pollock vascular disease,” said Bell. Speaking of saturated fat, it needs to be onsumers are becoming more aware ways be trusted. Many nutrition experts taken into consideration when choosing of the serious weight problem in the (42%) agree that consumers are getting proteins to include in a healthy diet. The CUnited States, but several factors are their health and nutrition information survey revealed consumer confusion about hindering improvement according to the from blogs and websites. Nearly 40% also high-quality proteins. According to dieti- 2015 “What’s Trending in Nutrition” sur- agree that consumers receive the most mis- tians, most consumers view animal-based vey conducted by Pollock Communica- information from blogs and websites, and protein, such as meat, fish and poultry, as tions, and the nutrition trade magazine, they predict that there will be more nu- high-quality, but nutrition pros rank them Today’s Dietitian. Here’s what food manu- trition misinformation available in 2015. differently, recom- facturers need to know. More than 90% believe the mass quantity mending (in order) Obesity awareness is rising in the U.S. of nutrition information and misinfor- fish and seafood, eggs, Healthcare professionals, lawmakers and mation is more likely to lead to consumer legumes and nuts, the media openly and frequently discuss confusion and lack of diet improvement. poultry and dairy as the issue of obesity and what can be done Adoption of fads over healthy lifestyles healthy, high-quality to curb its growing rates in the U.S., along Gluten-free diets dominate the weight proteins, followed by with the myriad health ailments that it loss fads of the moment, but eliminating soy. Red meat is con- causes, including heart disease and diabe- gluten will not eliminate obesity. Accord- sidered less healthy tes. ing to the experts, 66% believe gluten-free among the nutrition Louise M. Pollock According to the Centers for Disease or wheat-free diets will continue to be pros, most likely due Control (CDC), obesity is common, seri- trendy in 2015. to the saturated fat, cholesterol and ous and costly: “Cutting out wheat or avoiding gluten high environmental demands required to More than one-third (34.9% or 78.6 may not promote weight loss or improve produce beef. With consumer confusion million) of U.S. adults are obese. health independently, but choosing foods comes poor choices. Obesity-related conditions include that are ‘free’ of certain ingredients or nu- Unrealistic, unhealthy comparisons heart disease, stroke, type 2 diabetes and trients remains popular among consum- How do consumers gauge their health certain types of cancer, some of the leading ers,” said Jenna Bell, Senior Vice President and weight? By comparing themselves to causes of preventable death. and Director of Food & Wellness at Pollock friends and family, say 35% of dietitians, The estimated annual medical cost of Communications. while 30% say that consumers use people obesity in the U.S. was $147 billion in 2008 Dietitians also noted that we will see in magazines or on television as their basis U.S. dollars; the medical costs for people “clean eating” and the Paleo diet, as pop- for health and weight comparisons. Obvi- who are obese were $1,429 higher than ular eating trends, but 51% of nutrition ously, this sets the consumer up for failure. those of normal weight. experts say that choosing high-quality, nu- Either they mistake unhealthy weights According to the annual survey of 500 trient-rich foods in all food groups, is the as the norm or set unreachable goals for registered dietitians, however, a majority of best diet advice to follow. It boils down to themselves. These pitfalls are part of the consumers have not grown complacent. In making the right food and lifestyle choices, hidden triggers that sabotage good inten- fact, the survey revealed that 70% of dieti- rather than following the diet fads. tions. tians believe consumers will be more inter- Confusion over the right choices Disconnect between wants and needs ested in nutrition and weight loss in 2015 While low-carb diets remain strong, low- According to the experts, consumers are than they were in 2014. In addition, 44% fat diets are fading. For another consecu- looking for more eco-labels in 2015, with of dietitians last year felt that more Amer- tive year, the overwhelming majority of 69% of experts saying that GMO-free la- icans were becoming comfortable with the dietitians predict that the low-fat diet will bels are most important to their clients. idea of being at an unhealthy weight, but fall flat in 2015, with only 4% naming it as Dietitians predict that GMO-free, glu- this year’s survey reveals that only 26% a popular eating trend among consumers. ten-free, clean eating/clean ingredient list of dietitians feel the same way, indicating As consumers welcome fat back into their and organic will have more of an impact a turn in the tide. More consumers want eating plans, the question becomes: which on consumer choices in the coming year. to take action to lead healthier lifestyles. fats are best? In the battle of the fats, 84% However, while there will be new food and This, of course, is good news, but the sur- of nutrition experts agree that consumers nutrition trends — or “consumer wants” — vey also revealed several hidden obstacles should replace saturated fat with good fats in 2015, the survey revealed that shoppers’ that consumers face in the battle against (mono- and polyunsaturated fatty acids). choices are ultimately dictated by three ba- the bulge. While scientists continue to explore the sic needs — convenience, taste and price. Below are several factors that could be impact of different types of dietary fats and There are some things shoppers just won’t fueling the weight problem in America: their food sources, very low- or no-fat eat- sacrifice, regardless of what’s trendy. A proliferation of misinformation ing is definitely out. Louise M. Pollock is President of Pollock Blogs dish about nutrition, but can’t al- “Dietitians recommend a balanced Communications. 

12 MARCH 2015 | www.ODwyERPR.COM

FEATURE How should restaurants approach online reviews? Unflattering online reviews can be a nuisance for restaurants. However, learning how to address customer comments via social valuable information isn’t available. Tony media can often turn a negative into a net positive. Roma’s tweaked its offerings after mining By Mark Thabit competitors’ social media coverage, says Jay Winborne the restaurant’s communications very story has two sides. Last summer, customer vents about an issue at another lo- manager. To generate awareness, they tied an anonymous restaurant owner took cation, consider responding if that franchise the recipe tweak to a social campaign called Eto the Internet to defend his restaurant ignores or takes its time responding. The Crave the Kick. against complaints of slow service. same strategy can work to win diners from “You see what people The time customers spend at tables has competitors. are talking about, what’s nearly doubled since 2004 — to an hour Responding and addressing a negative re- in,” Winborne said. “For and 55 minutes — but using security video view can turn it into a net positive and cre- a while everyone want- footage, the restaurateur surmised the issue ate a brand advocate. ed to put kale in every- stemmed from diners dawdling on mobile “There’s a growing body of evidence that thing. Recently, we’ve devices and taking pictures of food. The vi- shows great service recovery actually con- taken a couple of our ral menu-festo concluded with a request for verts customers into more loyal and profit- classic dishes and added diners to be “a bit more considerate.” able ones,” wrote Denise Lee Yohn in QSR a zestiness, a spiciness, The frustration is understandable; any Magazine. “So a negative review represents so it has a kick.” diner can now have the influence of a New a brand-building opportunity.” Social media’s abili- Mark Thabit York Times food critic. However, online re- Let diners work for you ty to uncover insights views also provide those in the restaurant In an attempt to capitalize on this new era about customers and food has increased business an unprecedented opportunity to of socially shared dining experiences, some the speed in which tastes spread and forces expand their reach, drive awareness and restaurants have sacrificed flavor for better restaurants to become more flexible. attract more diners. Here’s how our social, presentation. “New ideas and techniques zoom around mobile world can be a boon to businesses. “A snapshot of a new dish uploaded last the world with head-spinning speed,” Wells Leverage social content night can cause a bump in reservations this wrote. “It took years for nouvelle cuisine Posting photos about a dining experience afternoon,” wrote Pete Wells, restaurant to book passage across the Atlantic. Af- is far from universal. Only 13% of people critic for The New York Times. “Chefs who ter Dominique Ansel unveiled his dough- who have dined out and use social media serve camera-ready plates find their dining nut-croissant hybrid, the Cronut, last May, have posted a food or drink picture in the rooms full of volunteer publicists, who work it took less than two weeks for a copycat to past month. Still, that’s equal to 29.2 mil- for free and leave money on the table when appear in Melbourne, Australia.” lion people, according to a recent survey by they go home.” Restaurants that have removed anony- Mintel. Though it’s not wise to serve an inferior mous posts, or have banned cameras from When reviewing a restaurant, diners ar- product, as Wells said he has experienced, the dining room — a fruitless endeavor con- en’t solely interested in pointing forks at balancing deliciousness and eye candy is sidering most everything has a camera these disappointing experiences. Fourteen per- probably your best bet. Though beautiful days — should instead embrace this new cent of diners have left a positive review on food is a great way to get people to create reality. Sharing about food isn’t a fad — it’s a restaurant’s social media page. content on your behalf, staying true to your part of human nature. What’s that worth? Positive reviews influ- brand also works. Known for its ribs, Tony “Sharing food has always been a social ence nearly one in five diners to eat some- Roma’s launched its #TRSauciestCouple ritual, and sharing photos of that food can where. That may not sound like a lot, but campaign for Valentine’s Day. The restau- serve as an extension of this, especially the impact of these reviews requires min- rant encouraged couples to get messy eating when loved ones are absent,” said Nathalie imal investment by the restaurants. One ribs and share pictures of the aftermath on Nahai, a Web psychologist. Florida restaurant believes that positive re- Instagram. Restaurants have little to fear in our new views hold so much value that they allowed Providing people financial incentives to social and mobile world. The threat of so- patrons to pay for meals by posting pictures post content can work, too. Research by cial media doesn’t come close to matching and comments to Instagram. Mintel suggests that combining technolo- its opportunities. The challenge is finding Unsatisfied customers will always exist, gy and a loyalty program might be the best insights among millions of posts. Social mistakes happen and sometimes diners course of action. Nearly 70% of respondents media monitoring software can mine only have unrealistic expectations. While no said they preferred loyalty programs that what’s relevant, whether you choose to look complaint should go ignored, the more im- provided points toward future transactions. at posts from certain geographical locations portant ones may occur online. If someone React to trends or mentions of specific cuisines. complains in person, only the people in the Online reviews are free data. Consider- Instead of seeing patrons as diners pre- dining room will know about it. An online ing most diners post infrequently, you can occupied by their mobile devices, imagine complaint on your social media property or safely assume that what they do critique is a dining room full of marketers, PR pros a review site lasts forever and has a limitless important. This information gives you the and product innovators. Restaurants need audience. opportunity to create a better customer ex- to accept and leverage this social world even When facing a negative review or frustrat- perience, reduce bad reviews and increase if diners don’t necessarily realize that their ed customer, stay calm, explain your side good ones. mobile habits are to blame for longer stays without being defensive, and offer to make Even if your restaurant hasn’t yet generat- at restaurants. it right. If you’re part of a franchise and a ed much social chatter, it doesn’t mean that Mark Thabit is CMO of Cision.

14 MARCH 2015 | www.ODwyERPR.COM How should restaurants approach online reviews? FEATURE New challenges from the top of the food chain Call it a Dickensian paradox: food today is experiencing both the best and worst of times. Never in history have so many people been able to consume so much, while simultaneously remaining unsatisfied and, in many cases, being genuinely malnourished. While organizations around the globe are By Bill Layden working to answer these types of ques- tions, we know that consumers, especial- hile global life expectancy con- system practices.” In short, the food sys- ly Millennials with young children, are tinues to improve, dietary fac- tem is extremely complex and changing it demanding more from their food and the Wtors are the number-one cause of to be better for humans, for the planet and people and organizations that produce it non-communicable diseases and prema- for humanity will be challenging. It is im- for them. In short, they want to know the ture death in all parts of the world except perative we understand that if we are going whole story. for Oceania and sub-Saharan Africa. to change the food system, that we do so A post-science foundation of food rules Yet, we’re also presently living through thoughtfully with an eye towards minimiz- Understanding these complex challeng- a grand transformation, as civilization ing unintended consequences and provid- es and charting the consciously awakens to the realization ing for all — not just the food police or the future will require that food is more than self-serving suste- food elites. skilled individuals to nance; it’s a connection that binds human- The evolving role of sustainability help explain, educate, ity together with nature and the spirit that The 2015 Dietary Guidelines Advisory engage and entertain emerges in the harmonic balance of both. Committee (DGAC) released its report in the population. It No other mammals are wrestling with the February, and for the first time considered will require working trade-offs involved in converting sunlight sustainability as part of advising the feder- together throughout to energy to tasty morsels for pleasure, for al government on what to recommend to all steps of the food nourishment, or for living. The cheetah consumers for a healthy diet. The DGAC chain, from appre- doesn’t care about affordability, accessi- report and recommendations, especially ciating farmers and Bill Layden bility, water usage, carbon footprints, fair its policy recommendations, met imme- production practices trade, food safety, antibiotics, genetically diately with a chorus of objections and to recognizing the challenges of bringing modified organisms, artificial colors or strong criticisms. In fact, in an unprece- affordable, nutritious food to the table to sweeteners, ambient air quality, labor, an- dented move, the former members of the feed a growing population globally and imal welfare, or frankly, family members DGAC (its charter expired on February 19, help everyone achieve optimal health. when it brings down the gazelle. The chee- 2015) convened at Harvard University to It is clear that we are moving from a tah only knows survival. For humans, we explain and defend its approach and rec- strictly “science-based” foundation of the have, thankfully, emerged above this level ommendations. rules of food to a “principles-based” foun- of existence and indeed find that it’s lonely The biggest hurdle in addressing some dation. Yes, science will continue to be a at the top of the food chain. of these issues is that humans didn’t con- core element, but it may not be the only Food awareness on the rise sciously create a food system to meet our element as civilization wrestles with the The U.S. is beginning to catch up with newly awakened expectations. Tradition- values assigned to different variables in a other parts of the world that have been ally, we have thought about the compo- complex equation of multiple options and questioning the authenticity of our food, nents of the food system in silos — in- choices. the way it’s produced, the people and tech- dividual issues around nutrition, safety, The future is ours to envision, redesign, nology that produce it, the way we eat it, quality, affordability, access, and use. For reconstruct and improve, but change won’t the hidden consequences of producing it, example, food and nutrition scientists come overnight — it will take courage, and the alternatives that may challenge ex- rarely communicated with each other, let leadership, patience and perseverance. isting economic structures. In November alone with experts in culinary arts, ener- While it may not be easy at the top of the 2014, Mark Bittman, an American food getics or environmental sciences. Even food chain, humans need to try to change journalist and columnist for The New York within companies, disciplines were orga- because it is the responsible thing to do. In Times, and others called for a national nizationally divided and integration rare. the words of Lyle Lovett, “But what would food policy to reform the food system in Today, however, we are evolving our un- you be if you didn’t even try. You have to the United States. derstanding of the impact our food system try. So after a lot of thought. I’d like to In January 2015, the Institute of Medi- has on people and the planet. We’ve begun reconsider. Please, if it’s not too late. Make cine published a report entitled, “A Frame- to understand that our food system is ex- it a cheeseburger.” work for Assessing the Effects of the Food traordinarily complex and have started to The stories of our food are becoming System,” a thoughtful systems-based ap- think about conducting a multi-factorial more vivid, more vibrant and more vocif- proach for evaluating the health, envi- assessment of our food system. erous, and storytellers around the globe ronmental, social and economic aspects Is it possible to measure and evaluate are helping to shape how we think about of the food system. The report found, in multiple trade-offs in food and food pro- food — how we talk about it, how we visu- part, that creating policies to change the duction, such as human health effects, sus- alize it, how we relate to it, and ultimately, food system require a lot of analysis and tainability, and affordability? What food how we will value it in the future. evaluations because of the “trade-offs em- system should we design to optimize the Bill Layden is Partner and Co-Founder of bedded in current agricultural and food multiple values we are placing on food? FoodMinds, LLC. 

16 MARCH 2015 | www.ODwyERPR.COM OMC, Publicis, IPG post solid fourth-quarter gains

Omnicom, Publicis Groupe and Interpublic reported strong gains for end-of-year earnings in 2014, sparked by surges in organic growth. They expect the momentum they experienced in 2014 will and Richard Goldstein resigned from the carry into 2015 as the global economy picks up steam. board on March 1. New Directors to the now 10-member board are Jon Miller, for- By Greg Hazley and Kevin McCauley mer Chief at both AOL and News Corp.’s TI Strategic, meanwhile, expects to of consulting and technology, strategy and digital operation; Deborah Ellinger, ex- rebound from “disappointing” Q4 re- creativity, digital capability and know-how CEO of The Princeton Review/Wellness Pet Fsults, while MDC Partners shaves loss in multichannel commerce.” Food and President of Restoration Hard- and anticipates a bright future. Publicis expects the market will strength- ware, and Henry Miller, chairman of Mar- OMC PR Revs Up 8% en during the year, most notably during the blegate Asset Management. Omnicom’s PR operations soared eight second half. Jesse Cohn, head of U.S. Equity Activ- percent to $368.1 million in the fourth IPG’s Q4 net surges 56% ism at Elliott, said his firm is “pleased with quarter of 2014, an 8.5% organic climb Interpublic reported a 56% rise in Q4 net the constructive dialog” it’s had with IPG, across units like Ketchum, FleishmanHil- income to $331 million on a four percent which “has shown a impressive commit- lard, Porter Novelli and Brodeur. uptick in revenues to $2.2 billion. ment to enhancing shareholder value.” OMC’s Q4 revenues companywide, Organic growth advanced 4.8%, sparked Elliott looks forward to “ongoing collabo- which beat Wall Street forecasts, rose 3.4% by a 6.4% jump overseas compared to 3.4% ration with IPG’s management and board,” to $4.2 billion, including an 8.8% jump in in the US. according to Cohn. the US to $2.2 billion that offset a 2.2% de- CEO Michael Roth said IPG’s ability to The firm has agreed to support all direc- cline in the rest of the world to just under deliver customized integration services to tors nominated to the board at IPG’s 2015 $2 billion. Net income rose 9.7% to $329.5 clients resulted in solid gains and new busi- annual meeting. million. ness momentum. FTI Strategic slips In the fourth quarter, PR’s gains outpaced He said the “tone of business is solid” for FTI Consulting reported Q4 strategic advertising (+5.1% to $2.1 billion) and 2015, though there is uncertainty about communications revenue fell 1.2% to $46.3 CRM (-1.3% to $1.4 billion). currently fluctuations and the European million as president/CEO Steven Gunby For 2014, PR revenues were up 5% (4.1% market. expressed “disappointment” for the period. organically) to $1.4 billion. The ad/combine’s constituency manage- FTI said currency fluctuations put its OMC revenues for the full year were up ment group, which includes PR firms such communications operation in the red as 5% to $15.3 billion and up 7.7% in the US. as Weber Shandwick, Golin, Cassidy & As- revenues would have increased 1.7% on a Net income rose 11.4% to top $1.1 billion. socs. and DeVries Global, reported a three project-related success fee if currency ef- Debt rose to nearly $4.6 billion in 2014 percent hike in Q4 growth to $386 million fects are excluded. from $4 billion a year earlier, against $2.4 with organic up 0.6%, down from 5.8 per- Across the company, revenues rose 2.2% billion in cash and short-term invest- cent to $1.4 billion for the year. to $452.2 million for the quarter. Net in- ments. It spent $227.6 million on acquisi- WS Chief Andy Polansky reported dou- come swung positive to $921 million after tions in 2014, including $83.2 million paid ble-digital growth as clients took advantage a loss in Q4 2013. in earn-outs on deals made after 2008. of its social/digital and content marketing For the year, FTI’s Strategic Communica- Publicis builds on momentum expertise. tions operation saw a 1.7% uptick in reve- Publicis Groupe reported an 11.5% rise Healthcare, consumer, financial, Brazil, nues to $189.4 million. FTI has 566 staff- in Q4 revenues to $2.4 billion, wrapping up China and major U.S. offices (New York, ers in its PR operation. Full-year revenues what CEO Maurice Levy called an “event- Chicago) were standout performers. Po- across FTI climbed 6.3% to $1.76 billion. ful year” marked by the May collapse of the lansky anticipates the firm will continue to “Notwithstanding our disappointment $35 billion merger with Omnicom and the thrive in 2015 boosted by its 2014 momen- in the fourth quarter, we are making solid $3.7 billion acquisition of Boston’s Sapient tum. progress towards getting to where we need announced in November. Full year revenue IPG is targeting three to four percent or- to be to meet the 2015 and 2016 targets we advanced 4.3% to $8.3 billion. ganic growth for the full year have outlined,” said Gunby. Organic growth rose 3.2% for the final The firm’s healthcare, tech & telecom MDC eyes bright future quarter compared to 2% for the entire year. and auto/transportation businesses were MDC Partners posted Q4 revenue in- Levy attributed the weak level of full its biggest client sectors in 2014, each ac- crease of 17.5% to $339.9 million as net loss year organic growth due to a poor perfor- counting for 18% of revenue from its top dropped more than $67 million to $26.8 mance in Europe, temporary problems at 100 clients million. Razorfish in the U.S. and U.K. and a “slight During Q4, IPG hammered out a “stand- The New York-based ad/PR combine, tailing off of performance at MSLGroup. still agreement” with activist investor El- parent to Hunter PR, Sloane & Co., Kwit- The 2015 focus is on development of liott Management, owner of 6.9% of its tken + Co. and Allison + Partners, saw or- Publicis’ digital offerings. Digital is expect- outstanding stock. ganic growth jump 10.8% for the year on ed to account for 50% of overall revenues, The deal calls for the nomination of three revenue of $1.22 billion, up 15.2%. up from 42% at end of the 2014. independent directors, who were evaluated CEO Miles Nadal said the business “per- Levy wants Publicis to become the “only and acceptable to both IPG and Elliott, and formed very well” as evidenced by strong group capable of helping our clients trans- the formation of a finance committee. organic growth, cash generation and agen- form themselves through our combination Two long-term directors Jill Considine cy performance. 

www.ODwyERPR.COM | MARCH 2015 17 REPORT What the facts say about Millennials and nutrition

A recent study of Millennials has revealed some telling details about this coveted demographic’s perspectives on health, diet, nutrition and well-being, and how an emphasis on concepts like mindfulness and authenticity affect food and beverage brands. tiatives where it can make an impact. These initiatives resonate with young consumers. By Rose Anna Kaczmarcik For example, the company explains how its mindful snacking goals are based on im- inking the words “healthy, wealthy and in broader terms than going to the doctor, proving the nutrition of its products and wise” goes back at least as far as John something they see as “sick care.” Instead, supports farming communities where they LClarke’s 1639 collection of English and they see foods and drinks as key elements source ingredients. They report candidly Latin proverbs. But few members of today’s to overall health. Food and beverage com- on successes and challenges with these ini- self-aware Millennial generation would panies are beginning to hone in on the con- tiatives. submit to the proverb’s rhyming formula, cept of mindfulness within their corporate A new age of awareness “early to bed and early to rise.” In fact, Mil- structures and marketing plans, which is Chipotle and Pane- lennials in general are loath to follow any especially salient, given eating and drink- ra Bread have likewise formulas. Their approach to health, wealth ing are so closely tied to both gratification tied their experiments and wisdom? Being mindful, treating oth- and health. in mindful business er people well and eating the right foods. Conscious capitalism practice to rock-solid I put an emphasis on “mindful” because It’s no wonder companies are now em- commitments in social the term may prove to be one of the most bracing this concept; a growing cohort of responsibility, which potent approaches to PR and marketing business gurus has described mindfulness are authentically tied of our time. For Millennials, mindful- as the key to innovation, collaboration and to their overall busi- ness evokes meditation and yoga-inspired even a new economic system called “con- ness plans. While they Rose Anna “mind-body” techniques that might just scious capitalism.” Corporations ranging may not use the term Kaczmarcik help them in their quest to achieve both from Google to General Mills to Green mindful, their efforts health and happiness. Mountain Coffee have set up programs communicate the conscious awareness the Mindful movement employing mindfulness meditation to im- term invokes. In many venues, on many “Mindfulness” certainly wasn’t a buzz- prove employee focus, lift moods and re- occasions, Chipotle CEO Steve Ells has word during the Europe of John Clarke’s duce stress — no doubt a draw for millen- promised to source food locally using only day. Nor was it a significant trend when nial applicants. sustainably-raised ingredients. The fran- boomers were coming of age. But today, if Consider the example of Mondelēz Inter- chise has stayed true to its mission and your business involves marketing to Mil- national, maker of Triscuit crackers, Cad- earned a steadfast clientele. lennials or understanding their worldview, bury chocolate and Oreos. The company In 2011, Panera Founder and co-CEO it’s a concept and, indeed, a movement, introduced the idea of “mindful snacking,” Ron Shaich published an article in The deserving close examination. Millennials, as part of its overall well-being platform. Harvard Business Review heralding a new myself included, are embracing compa- Among other agendas, the goal is to pres- age in which corporations would take “a nies that bring this concept to life — from ent clear nutrition information and pro- conscious and long-term approach to value clothing (Spiritual Gangster) to work-outs vide “portion control options” aimed at creation.” In Panera’s case, he was talking (SoulCycle) and beyond. “helping [consumers] make better deci- about a non-profit, pay-what-you-can ver- A survey conducted by Allidura Con- sions when it comes to their well-being.” sion of the usual Panera bakery aimed at sumer, GSW and Harris Poll throughout Authenticity required communities grappling with food inse- May and June analyzed the health and To inoculate against seeming disingen- curity. These so-called Panera Cares cafes well-being attitudes of 3,500 Millennials, uous, companies embracing the mindful would have the same menus as the usual Gen Xers and Baby Boomers. The findings mantra must borrow from another mind- Panera bakeries and be indistinguishable reaffirmed the importance of the mind- set resonating with today’s millennial in design, décor and service. body connection among Millennials. Al- consumer — authenticity. Incorporating While some Buddhist leaders say achiev- most all — 97% — of Millennials named mindfulness in ways that resonate true to ing a mindful state takes a lifetime of prac- happiness as a primary interest. An equally their consumers, products and cause-re- tice, many secular Western teachers say a large number — 95% — said they cared lated efforts is key. Similar to how fashion few minutes of daily meditation can make deeply about their health. More than a designer Donna Karan, a forebearer of all the difference. Food and beverage com- third of Millennials — 35% — also said mindful business practices, launched the panies are right to embrace the mindful seeing a therapist regularly is important Urban Zen Foundation, which, among movement for the long-haul to reach Mil- to a healthy lifestyle, meaning they see other things, created a holistic communi- lennials. The challenge is to embed it in physical well-being as hinging on mental ty to preserve Haiti’s unique culture, work marketing and business practices that res- balance. Among older Gen X and Boomer with artisans and present their work to the onate authentically, an exercise that may responders, only 12% and 24%, respective- western world. be best achieved with a little reflection or ly, expressed a need to connect mind and Mondelēz supports its mindful snack- mindful meditation. body health in this way. ing and well-being platform by linking the Rose Anna Kaczmarcik is a Team Leader Millennials are also thinking of health company’s growth strategy with social ini- at Allidura Consumer. 

18 MARCH 2015 | WWW.ODWYERPR.COM Soda alternatives gaining followers, market share In recent years, consumers have become distinctly savvy regarding products that adversely affect their health. With statistics showing that some consumers often drink up to 1,200 calories per day in soda alone, an increased awareness into the negative consequences of sugary drinks has arisen. This has created an opportunity for alternative markets whose presence is now becoming increasingly visible on grocery shelves. By Erika Kauffman oda alternatives, including smaller tion, a host of new, natural alternative have been making the switch. It also has all-natural and organic brands that sweeteners have come onto the market plenty of easily digested carbohydrates, Sdeliver the same refreshing taste as in recent years. Foremost among these is making it appealing to Atkins and Keto- high-fructose sodas but without the addi- Stevia, an all-natural, zero-calorie sweet- sis fans. It only delivers 5.45 calories per tives, are becoming more prevalent within ener made from the leaves of a plant by ounce and 1.3 grams of sugar. Under- the beverage industry. In restaurants, gro- the same name. Backed again by a demand standing the products’ cery stores and beyond, these companies for healthier and natural products, these appeal within target- have been taking shelf space from huge sweeteners — and the beverage companies ed audiences, such as corporations, like Coca Cola and Pepsi. that are touting them as key ingredients — athletes or consumers This can be attributed to both greater con- are finding that consumers are becoming with a low-carb life- sumer awareness of health concerns and more and more interested in educating style, is a key com- savvy marketing campaigns; consumers themselves on ingredients and their health munications piece for no longer crave the sickly sugary drinks effects. This is a winning proposition for brands in this space and are growing more receptive to learn- brands looking to disrupt a crowded mar- and we’re seeing many ing about new ingredients or products that ketplace with an innovative product or brands market these can provide the same beverage benefits ingredient, as education has traditionally drinks as the healthy Erika Kauffman without the negative health impact. been a major obstacle for marketing and choice for post-work- At one time, Coca Cola and Pepsi held communications efforts. As a result, the out pick-me-ups. almost 95% of the soda market. This is door is wide open for all-natural beverage Organic and affordable slowly changing with the addition of many companies that lean heavily on an ingredi- While plenty of these options are much all-natural options. While each is different, ent story to drive sales. more nutritional than high-calorie sodas, the following categories of “not soda” are Artisanal sodas, all-natural ingredients they come with a hefty price tag. Consum- positioning themselves against the old gi- Bottlers have been turning to age-old ers can expect to pay almost twice as much ants of the industry and are winning big recipes to find better ways to create bever- for one of these healthy alternatives. This through strategic marketing and commu- ages without chemicals and high-fructose has been a sore sticking point for the soda nications campaigns. corn syrup. Brands positioning themselves alternatives. Returning to real sugar as authentic alternatives to the mainstream Luckily, as the market grows and con- Consumers have been forgoing sugary are popular with savvy consumers for a few sumers become even more acquainted sweet sodas in lieu of lighter, more refresh- reasons. First, they embody the wisdom with alternatives, we can expect to see ing beverages. This is partially because the that “small is beautiful.” Consumers today more products and lower prices — some- kind of sweetener in most sodas, high-fruc- are more suspicious of mega-brands and thing we expect brands to start focusing tose corn syrup, is associated with health large scale production than before, and on as a key communications aspect as their risks. Given the recent backlash against the small-batch underdog is gaining much niche industry becomes increasingly more sugar and HFCS, today’s consumer is more traction in this segment by highlighting crowded. inclined to associate sweetness with health their small size and authentic brand iden- Club soda and seltzer water risks, meaning that these sugary beverag- tities. These brands project intimacy and Perhaps not a new player in the space, the es are viewed by consumers as “too sweet.” are leveraging it in a major way. Secondly “not-soda” industry has widened the mar- Several soda companies are capitalizing on these brands are effectively telling the sto- ket for these traditional carbonated bever- this by creating products made with cane ry that using better, traditional ingredients ages. In recent years, club soda and seltzer sugar, cleverly marketing the less-sweet and formulas usually makes a healthier water companies have been taking up more (read: “healthier tasting”) alternative to the product. room on grocery store shelves than in re- HFCS brands. Sodas using cane sugar have As a result, we’re seeing artisanal chal- cent memory. Leveraging consumers’ mi- less than a quarter of the sugar that regu- lenger brands riffing on well-known gration away from traditional soda compa- lar sodas have — and fewer than a quar- brands or products, such as brands that nies, flavored and non-flavored sparkling ter of the calories. As consumers become promote real ginger, honey or ginseng as water brands are focusing on communica- more educated about ingredients and their alternatives to the traditional chemicals tions design to show consumers they don’t health benefits, these “real sugar” brands used to make popular sodas. need a sugary or overly flavored drink to are finding that this cane sugar story is one Coconut water enjoy a crisp beverage. Promoting the idea that consumers seek, and are willing to pay One of the more popular and recent al- that club soda and seltzer deliver the same for. ternatives to soda, coconut water has been crisp, effervescent feeling as soda, without Natural alternatives to sweeteners taming sugar cravings with fewer calories the additives, these brands continue to en- We’ve moved past the age when refined than its high-fructose cousin. Consumers croach on the soda consumer. sugar alternatives were only Sweet’N Low love coconut water’s taste, and it’s packed Erika Kauffman is Executive Vice Presi- and Equal. As part of the health revolu- with electrolytes, so Gatorade drinkers dent and General Manager of 5W PR. 

WWW.ODWYERPR.COM | MARCH 2015 19 REPORT Are Americans experiencing health fatigue? An annual poll that gauges the importance and influence of top food news items shows Americans may now be exhibiting less interest in nutrition-related headlines than years prior. mation, and the number-one source for general food news among all measured. By Samara Farber Mormar Media channels influence awareness fter years of being deluged with in- see fewer Americans claiming that food When looking at the top food stories of formation regarding the importance & nutrition stories are “very important,” the year through the lens of media channel Aof a healthy diet and understand- in general (28% vs. 32%), though 40% of consumption, it becomes clear that where ing what’s in the food you eat and where Americans rated food-related news as each generation is accessing their news is it comes from, consumer fatigue may be more important than other news in 2014, directly correlated to the type of news they setting in. which is on par from last year. If food re- digest and consider important. Gen X-ers, For more than a decade, Hunter PR has lated news remains important, why are the Boomers and Matures all favor more tra- polled Americans regarding the top food behavioral changes as a result of that news ditional media sources stories of the year. When considering the on the downswing? Could what’s making (TV, radio, newspa- impact of these stories on consumer be- news and the resulting impact have to do pers and magazines), havior as well as the shifting tides of me- with where a growing number of consum- where broader, less dia consumption habits, a snapshot of ers are getting their information? food-centric stories America’s ever-evolving food media pal- Millennials, the generation on every mar- like the top two in ate emerges. Our 12th annual Food News keters mind these days, are the least likely this year’s study — the Study, conducted in partnership with Li- of any age group to report changing many western wrought and bran Research & Consulting, suggests that of these behaviors. Exercise, new foods and the shrinking bee pop- though food news remains an important flavors, the environment, and technology ulation, respectively — Samara Farber part of the American consumer’s news have a stronger relationship to their eating tend to be covered. But Mormar diet, their appetite for acting on that news habits than any other generation according with Millennials, who may be waning. to our study. They also consume news dif- get their general food news from Facebook The pendulum swings ferently than any generation, and this is re- more than any other source (30%) and are Among consumers who changed their shaping the overall food media landscape. self-curating their social media content, behavior in 2014 as a result of food news, Social surges as food content source pop culture and cause-related news stories significant decreases can be seen year-over- When it comes to where consumers dominated: (1) Coke’s “name” campaign, year in almost every instance measured by source food news, while websites, televi- (2) GMOs, and (3) pumpkin spice mania. the Hunter PR Food News Study for be- sion, magazines and newspapers rank as Yes, you read that correctly — Coke’s haviors related to food and health, many of the top sources of food related content, so- marketing campaign encouraging shared which were previously on the upswing. cial media is making serious inroads into moments of happiness was the num- For example, while 50 percent of con- the dissemination of food information. ber-one food news story of the year among sumers reported that Millennials, in the same they are “checking food year that “The War on labels more often,” this is Sugar” and “The Soda Cal- an eight-point decrease orie Cutback” were in the from 58% in 2013. While top ten overall, and four 44 percent report they percent fewer consum- are “eating less processed ers reported that they are food,” 53% claimed to be drinking healthier bever- doing so last year. “Pay- ages in 2014 than the year ing attention to ingredi- prior as a result. ent lists,” is down 11%, What does this all mean the most of any behavior for the modern food mar- measured, from 53% in keter? As always, an ef- 2013 to 42% in 2014, a fective communications year when the “New Food strategy must consider the Labeling Standards” was Hunter’s annual poll of top food stories asked respondents in what ways, if any, target first, the channels named the fourth biggest eating or shopping habits had been influenced by recent food-related headlines. they consume, and the type food story of the year. And of information that lends though “The War on Sug- itself to those channels, ar” landed at the number which in the age of social three spot in the Top Food Stories list, and Significant increases can be seen in social media often means 140-character, share- “The Soda Calorie Cutback” was number media as a source for recipes (up 7% from able bites and feel-good, pretty lifestyle seven, four percent fewer consumers re- 2013 to 34% of the population) and nutri- pictures versus lectures and longer-form ported that they are drinking healthier tion information (up 8% to 22%). Not sur- storytelling. beverages in 2014 than the year prior as a prisingly, we see the greatest gains among Samara Farber Mormar is Senior Vice result. Millennials, where Facebook is now the President of Insights & Strategy at Hunter As compared to last year, in 2014 we number-three source for nutrition infor- Public Relations. 

20 MARCH 2015 | www.ODwyERPR.COM PEOPLE IN PR People in PR issues connected to Sarbanes-Oxley and Clinton’s presidential campaign. IBM taps Bergevin for Enron/WorldCom collapses; Director of David Axelrod, who was President Cyber-PR work communications at Freddie Mac; VP- Obama’s Political Strategist, and Eric Sedler, Corporate Communications at investment ATT PR executive & Edelman alum, found- ech PR veteran Paul Bergevin has banker Friedman Billings Ramsey; Senior ed ASGK. joined IBM in the new post of VP- Media Advisor for global PA at Mobil and Sedler said Hamilton’s hire reflects the TCybersecurity Communications. Spokesperson at the Justice Dept. firm’s commitment to lining up the best Based in Washington, he will work with ICR also added financial journalist communications talent. IBM’s security team to create overall cyber- (CNBC, Wall Street Journal) John ASGK has about 50 staffers in Chicago, security policy for Jannarone to its New York office. New York, Washington and Miami. Big Blue and com- He reported for CNBC and contributed municate with gov- to “Fast Money,” and “Closing Bell.” ernment officials and In an eight-year run at the WSJ, Rogers takes Catholic regulators about the Jannarone worked from Singapore, Bishops PA slot need to deal with the London and New York. threat posed by ames Rogers joined the US Conf. of cybercrime. ConAgra Foods’ Moritz Catholic Bishops Feb. 18 as Executive Bergevin Most recently, JDirector of PA, a new position. He’ll be Bergevin was Global moves to ADA in charge of strategy and communications Comms. General messaging. Manager at Intel in Silicon Valley. tephanie Moritz, who was Senior Most recently, the 20-year PR veteran was Earlier, he led Edelman’s Global Tech Director for PR, social media and Executive Director of practice and held posts at Citigate Sexperiential marketing at ConAgra PR for Blue Cross Cunningham and Certive. Foods, has moved to the American Dental Blue Shield Assn. Bergevin reports to Mike Fay, VP- Association as Chief Earlier, he opened Communications. Comms. Officer. the Washington IBM is in the midst of Project Chrome, She’ll handle PR, office for Kaiser which will result in the layoff of thousands reputation and Permanente and held of workers in what the company calls brand management the Comms. “workforce rebalancing.” for the Chicago- Secretary job at the Rogers CEO Ginni Rometty posted more disap- based organization Jesuit Conference. pointing financial results in Q4 as net representing nearly The USCCB testified Feb. 11 before the income dropped 11 percent to $5.5 billion 160,000 dentists. Moritz House Judiciary Subcommittee on on a 12% sales decline to $24.1 billion. Moritz reports to Immigration and Border Secretary in oppo- Terry Anderson, formerly VP of Global Executive Director sition to bills that would criminalize undoc- Comms. at VMWare and Cisco Systems, Kathleen O’Loughlin. umented people and religious organizations took over Bergevin’s role at Intel as VP of At ConAgra, Moritz worked with its that provide services to them. Global Comms. newsroom and content marketing team for the consumer food group. Robinson joins ICR Earlier, she led communications and Maron tapped for Twist product publicity for Hershey Co. and Jim Beam Brands. ichael Robinson, who has more 2O Group’s Twist Mktg. unit has than 30 years of corporate, PA and hired Jon Maron, PR veteran with Mcrisis experience has joined finan- Emanuel spokesperson Wmore than 20 years of experience, cial specialist ICR as Managing Director in as Managing Director to open a Seattle Washington. joins ASGK office and build out its technology practice. He did a nearly 10- Most recently VP-Marketing/Corporate year stint at Levick, arah Hamilton, who was Spokesperson Communications at INRIX, Maron was rising to the execu- and Communications Director for VP-Americas Marketing for HTC, Senior tive VP post and SChicago Mayor Rahm Emanuel, is VP-Technology at Ketchum and Senior counseling clients now Managing Director at ASGK Public Director of North America Marketing for such as AIG, Dubai’s Strategies. mobile phone units at Sony Ericsson and stock exchange and Earlier, Hamilton was PA Director for the LG. World Bank. Chicago Police Dept., Jennifer Gottlieb, Twist President, said Robinson became Senior Press Maron’s consumer technology, global com- Hincker a Partner at Secretary for Los munication and mobile strategy experience Omnicom’s Chlopak Angeles Mayor will bolster the firm’s ability to deliver “next Leonard Schechter & Assoc. in Sept. 2013 Antonio Villaraigosa practices” to the sector. and helped it rebrand to CLS Strategies. He and Deputy Comms. In a blog, Maron wrote that he joined recently left the DC firm. Director at the W2O due to its ability to combine analytics, Earlier, Robinson was Chief Spokesman Clinton Foundation. insights-driven content creation and for then Securities and Exchange Hamilton also thought leadership and ability to deliver the Commission Chief Harvey Pitt, handling worked on Hillary Hamilton “wow behind the how” to audiences.

www.ODwyERPR.COM | MARCH 2015 21 o’Dwyer’s guide to FooD & BEVERAGE PR FIRms

ALLIDURA tell your story and give it relevance, PR, influencer and social media day-to-day principal-led servicing producing brand content that pro- strategies — and flawless execu- from company executives, media CONSUMER vides consumers something worth tion. With more than two decades specialists in New York and Miami talking about. Our personal rela- of relationships and a solid team who can build and escort an A-list 450 West 15th Street, 7th Floor tionships with TV producers and founded in strategic approaches, media tour, arrange your appear- New York, NY 10011 media influencers throughout the Blaze is adroit in advancing cli- ance on network television shows, 212/229-8400 country and high-end production ent objectives and nimble to the manage product sampling, and plan Fax: 212/229-8496 capabilities (film-style shooters, quick-changing pace of media tech- top-level events in your key mar- www.allidura.com editors and graphic designers) pro- nologies. kets. allswell.allidura.com duce meaningful business results. Clients include: Blue C Sushi, It is our implicit goal to deliver Twitter: @allidura Brewery Ommegang, Bridgepoint the best value and the best results. Foods, International Spirits, KeV- This is why President Carolyn Iz- Whether cars or cameras, diapers BIZCOM ita Sparkling Probiotic Beverages, zo-Feldman launched her own PR or detergent, health has never been ASSOCIAtES Marriott Hotels, Michael’s Restau- firm in 1996 — to create the most more ubiquitous than it is today. rant Group, Mint Leaf Restaurants, incredible team of PR pros to back For some brands, health may be a 16301 Quorum Dr. #150-A Nawgan Alertness Beverage, ON her mission. new focus. Fortunately, it’s always Addison, TX 75001 Beverages, Stickhouse Gelato. been at the center of ours. And, 214/458-5751 we’ve taken this knowledge and [email protected] CISION enthusiasm to some of the world’s CAROLyN IZZO largest brands to help them con- At BizCom Associates, we like INtEgRAtED 130 E. Randolph St., 7th Floor nect with today’s socially charged, food. Our client list is loaded with Chicago, IL 60601 some of the most well-known COMMUNICAtIONS 866/639-5087 health-minded consumers. [email protected] Allidura Consumer, part of the brands in the restaurant and fran- inVentiv Health Public Relations chising industry. In fact, for over a 37 North Broadway, Suite 1 Cision is here to help you serve Group, takes an integrated ap- decade we’ve helped launch some Nyack, NY 10960 up savory media outreach. Cision proach to communications with ca- of the hottest young start-up chains 845/358-3920 Fax: 845/358-3927 features over 2,700 profiles on to- pabilities spanning public relations, or reposition and promote estab- day’s freshest food and beverage lished multi-national brands. [email protected] digital and social media, marketing www.ciicnews.com journalists and bloggers, pitch- and branding, graphic design and From Red Mango’s frozen yo- ing advice from the tastemakers multimedia, and research and mea- gurt to Wingstop’s spicy hot wings, Carolyn Izzo-Feldman, President themselves, and actionable social surement. our team of writers, publicists and Patricia Fahie, Executive VP demographics to beef up your cam- Our client counsel allows brands designers continually come up Kate Wark, Senior Vice President paigns. We have everything you to communicate across the well- with creative publicity and promo- need to dish out your story. Learn Carolyn Izzo Integrated Commu- ness spectrum regardless of wheth- tional campaigns that drive sales more at cision.com. er a brand’s equity is in health or to both consumers and franchise nications (CIIC) is a highly respect- faced with a health challenge. Our investors. We’ve helped our clients ed public relations firm in the food meaningful insights and creative launch award-winning programs and beverage space. Our staffers COyNE PUBLIC know-how have been tapped by a ranging from national new product bring many years of experience RELAtIONS full range of consumer product and launches to grass-roots, local store from several of the country’s top marketing promotional efforts. PR firms and for nearly 20 years, nutritional supplement brands, over 5 Wood Hollow Road the counter and beauty products, Our current roster features high CIIC has been dedicated to servic- ing food and beverage brands. Parsippany, NJ 07054 and food and beverage companies. profile brands that include Edible 973/588-2000 Arrangements, Red Mango Fro- Our experience in the F&B are- www.coynepr.com zen Yogurt and Smoothies, Huddle na is notable, having launched our ARtISAN House, RedBrick Pizza, Capriotti’s agency by putting Krispy Kreme 5 Bryant Park, 28th Floor PRODUCtION and Smoothie Factory, among oth- Doughnuts on the map in the North- New York, NY 10018 ers. east in the ‘90s. Since then, CIIC 212/938-0166 HOUSE has represented a number of F&B brands, including, but not limited 12400 Wilshire Blvd., Suite 535 110 East 25th Street, Floor 2 BLAZE to, The Original Soupman, Sand- Los Angeles, CA 90025 310/395-6110 New York, NY 10010 ella’s, Morton’s The Steakhouse, 347/351-4804 1427 Third St. Promenade Marriott Hotels International, Kona Tom Coyne, CEO Suite 201 Red Beverages, New Leaf Brands Erin Lahey Schwitter, Producer/ Santa Monica, CA 90401 Tim Schramm, Senior VP Partner 310/395-5050 iced teas and lemonades and Cali- Lisa Wolleon, Senior VP [email protected] 310/395-5001 fornia Pizza Kitchen. We are adept Kara Leibowitz, Producer/Partner [email protected] at launches, openings and franchi- Working in the food and nutri- [email protected] www.blazepr.com sor relations, and we are known for tion space has been a cornerstone our networking expertise and ex- of Coyne since the agency’s incep- Artisan Production House is a Matt Kovacs, President tensive contacts in the trade, media tion over twenty years ago. From full service production company and influencer categories, which representing well-established cate- specializing in food and lifestyle Blaze is the trusted partner of we leverage to increase the level of gory leaders to growing challeng- publicity. We are known for our choice for lifestyle challenger reach, media coverage, and access er brands, Coyne combines sound integrated brand strategy through brands hungry for a real piece of for our clientele. strategic counsel, cutting edge cre- satellite TV junkets, live / launch the marketshare. Blaze has been The CIIC team is made up of en- ative elements and flawless execu- events, videos and celebrity talent retained by a growing number of thusiastic and connected PR profes- tion to achieve a client’s communi- partnerships. We work with you to savvy clients who want integrated sionals. Your CIIC service includes cations and business goals.

22 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms Coyne has represented many of that Glad Food Protection can help the most prominent and successful solve, we cook up award-winning food brands in the world, including work for a variety of food and Del Monte Foods, Newman’s Own, beverage brands including Brita, General Mills, PepsiCo, Kraft, goodnessknows, Hidden Valley, The Hershey Company, Eggland’s Johnsonville, Shamrock Farms and Best, Bimbo Bakeries, Just Born, Soy Vay. Campbell’s, McCormick, Perrigo Founded in 2006, the Current Nutritionals, and DuPont Nutrition team collaborates across offices in & Health’s soy protein business, New York, Chicago, Dallas, Los among others. Angeles and San Francisco. Talk to We’ve introduced scores of prod- Current and discover our winning ucts, launched numerous break- recipe. through campaigns and initiatives, and helped brands navigate signif- icant industry challenges and crisis fINEMAN PR situations. We immerse ourselves in our client’s business, becoming 150 Post Street, Ste. 620 San Francisco, CA 94108 an extension of the communication 415/392-1000 and brand teams. www.finemanpr.com We create compelling storytell- In a category that has been feeling the heat of fad diet trends for years, ing, and match these skills with our Michael Fineman, President broad and deep media relationships Bimbo Bakeries (parent company of Arnold, Brownberry, and Oroweat to drive new levels of attention for Fineman PR, founded in 1988, bread) wanted a campaign that focused attention on the goodness of brands. Through proprietary tools, specializes in Brand PR and cri- whole grains and called upon Coyne to lead the charge. With sandwiches we identify, engage and activate sis communications for food and leading as the number-one usage for sliced bread, Coyne developed an the influencers who reach a brand’s beverage clients. Our strength is in integrated communications campaign that included digital, PR and social audience authentically. We under- building compelling brand identi- efforts that celebrated the bread and the whole grain nutrition it provides. stand how to tap into and amplify ties, especially for consumer-facing the voice of the brand evangelists. companies. Our registered dietician network, Current client experience in- Pinnacle Vodka, Beringer Wines, consulting and communications consisting of 100+ influential and cludes full service communications Penfolds, Bev Mo!, and others. company boldly transforming the connected RD’s and nutritionists, for California-based Foster Farms Our programs and media con- world view of food, nutrition and can be utilized to build, launch, and Poultry. Work includes Brand PR tacts span the food and beverage health. We harness communica- sustain campaign initiatives. and consumer product promotion, media and, through social media, tions, science and public affairs to Our internal digital group, Studio issues management, retailer and we are very active in programs that establish unique selling proposi- C, is a full-service content produc- other special events, plant and fa- directly engage consumers. tions and produce novel food and tion studio consisting of digital cility openings, employee com- On behalf of food and beverage nutrition programs. Clients come strategists, multimedia designers, munications, scenario planning, clients we have developed an ex- to FoodMinds when they want to website developers, and in-house community relations, food safety pansive list of influencer contacts create a better story that makes a creatives that offer clients a seam- education, social and digital media among celebrity chefs, bartenders, difference, and tell it in a way that less extension of Coyne’s public initiatives, and customer relations. working chefs, leading food and achieves their objectives through relations initiatives. Agency work also includes wine beverage bloggers, and others. measurable results. PR and multicultural communica- FoodMinds brings together the tions for nutritional supplements fOODMINDS, LLC right mix of talented, seasoned and CURRENt and retail restaurant chains. motivated professionals — from registered dietitians, consumer LIfEStyLE 328 S. Jefferson St., Suite 750 fINN PARtNERS Chicago, IL 60661 marketers and media strategists to MARkEtINg 312/258-9500 PhDs, science writers and public Fax: 312/258-9501 affairs experts — to shape a new 875 N. Michigan Ave., Suite 2700 301 East 57th Street, 4th Floor [email protected] food frontier with our clients where Chicago, IL 60611 New York, NY 10022 www.foodminds.com 312/929-0500 212/715-1600 www.talktocurrent.com Direct: 212/593-5807 _ Continued on page 24 [email protected] FoodMinds is an award-winning www.finnpartners.com Current is an agency that lives up to its name. To us, being Current Cliff Berman, Senior Partner means constantly thinking of new ways to connect brands with their Finn Partners has outstanding consumers by uncovering real in- food and beverage capabilities, sights that inspire purpose-driven matched by an impressive list of programs and deliver measurable food and beverage — both nonal- results. With expertise in content cohol and spirits — clients. strategy, public relations and so- Particular areas of strength and cial, we help clients engage their expertise include branding, life- target audiences through a strategic style marketing, nutrition, health blend of media, influencer and ad- and wellness, and promotional vocate initiatives. events. Bread and butter IS our bread A sampling of our food and and butter. From creating a made- beverage clients includes: Whole for-TV premier barbecue compe- Foods, Cinnabon, Omaha Steaks, tition for Kingsford charcoal to Dole, Thermador, Happy Egg, Re- identifying food waste as an issue serve (restaurant reservations app), The team at FoodMinds.

ADVERTISING SECTION | www.ODwyERPR.COM | MARCH 2015 23 Profiles of Food & Beverage Firms

Loch has more than 25 years of experience serving clients in var- gIBBS-RBB ious market segments along the StRAtEgIC food value chain, and is a leading voice in the CSR movement, col- COMMUNICAtIONS laborating with global Fortune 500 companies. New York, NY Gibbs-rbb has offices in New www.Gibbs-rbb.com York, Chicago, Miami and Ra- Christine Barney, Principal leigh. Tina Elmowitz, Principal Let Gibbs-rbb put our experi- Jeff Altheide, Principal ence to work for your brand. Con- Ron Loch, Principal tact Jeff Altheide at JAltheide@ gibbs-rbb.com or 312/648-6700. When does one-plus-one equal three? When two independent agencies come together to zero in HANNA LEE on changing the communications COMMUNICAtIONS landscape in the food and bever- age industry. Gibbs-rbb is a joint 3 Columbus Circle, 15th floor venture between two best-in-class New York, NY 10019 agencies, G & S Business Commu- 212/527-9969 The Dead Rabbit, an award-winning cocktail bar known around the nications and rbb Public Relations, www.hannaleecommunications.com world, and a client of Hanna Lee Communications. built to manage communications from soil to shelf. This new joint Hanna Lee, President venture offers an enlightened ap- employs 87 public relations, pub- proach to food and beverage public Headquartered in New York, FOODMINDS lic affairs, social media, advertis- relations — a holistic understand- Hanna Lee Communications, Inc. _ Continued from page 23 ing and digital marketing experts ing of supply chains and global is an award-winning marketing among its Raleigh, N.C. headquar- issues to help companies target agency that integrates traditional ters and New York City, Los Ange- the Conscious Consumer, a $200 public relations with innovative people are healthier and happier. les and Tampa offices. billion market of discerning con- social media marketing. It special- Clients include: Almond Board FWV is home to one of the sumers making buying decisions izes in hospitality and lifestyle PR, of California, American Heart As- country’s largest food and bever- based on factors such as health, including spirits, wine, food, bars/ sociation, Applegate, Can Manu- age practice areas and has been sustainability and corporate social restaurants and travel, as well as facturers Institute, Dairy Manage- ranked in the top 20 nationally by responsibility. event management. The agency ment, Inc., General Mills, Hass O’Dwyer’s for more than a decade. Gibbs-rbb provides expertise only represents products and com- Avocado Board, National Cattle- A leader in launching head-turn- and counsel from agribusiness all panies that it is passionate about. men’s Beef Association, Nestlé, ing, results-driven marketing cam- the way to product introductions. This outlook drives its well-ac- Sabra Dipping Company, The Walt paigns, FWV currently works with With 88% of all consumers show- knowledged excellence. Disney Company, and Welch’s. some of the world’s foremost com- ing signs of Conscious Consumer The agency has created a num- panies and brands, including Hood activity, Gibbs-rbb built a platform ber of successful PR, event man- fRENCH/WESt/ River Distillers, Pendleton Whis- of communicating along the entire agement and social media case ky, BRAND Napa Valley, Melitta supply chain for brands seeking to studies that have earned recogni- VAUgHAN Coffee, Grain and Barrel Spirits, grow their market share. tion from prestigious national and Moe’s Southwest Grill and Smith- Gibbs-rbb’s leadership team’s international organizations that 112 East Hargett St. fields Chicken ‘N Bar-B-Q. food and beverage and CPG ex- include PR News’ Platinum PR Raleigh, NC 27601 FWV has also produced perience has been cultivated both Awards, PRWeek Awards, SABRE 919/832-6300 award-winning campaigns that in their professional and personal Gold Awards, PRSA-NY’s Big www.fwv-us.com Apple Awards, The Communicator significantly increased product experience. Fostered by his Illi- Rick French, Chairman & CEO sales for the likes of The Coca-Co- nois farm roots, Jeff Altheide has Awards, The Bulldog Awards and David Gwyn, President / Principal la Company (NESTEA, Gold spent more than 30 years in the the W3 Awards. Natalie Best, Exec. VP / Director Peak, Minute Maid, DASANI industry, supporting public affairs, Hanna Lee Communications’ of Client Services / Principal and Simply Orange), Celebrity marketing and corporate commu- client experience includes Danny Chef Lorena Garcia, the North nications programs in crop and Meyer’s Union Square Hospitality French/West/Vaughan (FWV) Carolina Beer and Wine Whole- livestock production, processing, Group’s Porchlight Bar, The Dead is the Southeast’s leading public salers Association, Brinker Inter- packaging, and other aspects of Rabbit, Manhattan Cocktail Clas- relations, public affairs and brand national (Maggiano’s Little Italy the global food industry. Christine sic, Campari, Louis Royer Cognac, communications agency, inde- restaurants), Elevation Burger, Barney, author of The Breakout Santa Teresa Rum, PAMA Pome- pendent or otherwise. Founded in House-Autry, ConAgra (Slim Jim, Brand Strategy: An Evolutionary granate Liqueur, Hangar 1 Vodka, April 1997 by Agency Chairman Pemmican Beef Jerky), Nabisco Approach to Creating Customer Stranahan’s Colorado Whiskey, & CEO Rick French, FWV now Foods, Brown-Forman (Jack Dan- Passion, is known for developing TINCUP Whiskey, Leblon Cacha- iel’s), Whole Foods Market and multifaceted marketing commu- ça, St-Germain Founder Rob Coo- per’s Lock Stock & Barrel Rye The April issue of O’Dwyer’s will Diageo North America (Bulleit nications campaigns that drive Bourbon), among many others. consumer action and loyalty. Tina Whiskey and Slow & Low Rock profile social media firms, as well The agency also executes Elmowitz has focused on consum- and Rye, Forbidden Root Brew- as video & broadcast service multi-faceted digital and social er promotions and driving product ing Company, Tijuana Picnic, The companies. If you would like to be media campaigns tied to effective trial for more than 20 years, bring- Happiest Hour, Holiday Cocktail listed, contact Editor earned media campaigns that to- ing a breadth of award-winning Lounge, Suffolk Arms, American Jon Gingerich at 646/843-2080 or gether stimulate product trial, in- experience, including Starbucks [email protected] crease brand awareness and drive Coffee Company, M&M’s, Dun- purchase intent. can Hines and Vlasic. Finally, Ron _ Continued on page 26

24 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION

Profiles of Food & Beverage Firms

Thomas M. Ryan, CEO, Co-Founder Don Duffy, President Established in 1998 and private- ly held, ICR partners with compa- nies to develop strategic commu- nications programs that achieve business goals, manage risk, and enhance the value of the enterprise. The firm’s pairing of capital mar- kets veterans and senior commu- nications professionals provides a highly-differentiated offering, one that continues to serve as the foun- dation for significant growth. Today, ICR has approximately 500 clients across 20 industries and is one of the largest independent agencies in North America. The Kimberly Miller, President of Ink firm maintains offices in Boston, Link Marketing. Connecticut, Los Angeles, New JSH&A helped Jim Beam drive visits to its Kentucky visitors’ center York, San Francisco and Beijing. during the busy holiday season by hosting the inaugural Jim Beam Home In 2014, ICR once again saw try Buffet, Fire Mountain and for the Holidays dinner, a bourbon-inspired event led by seventh-genera- double digit revenue growth driven Tahoe Joe’s) and MIC Food. tion master distiller Fred Noe. by new client wins including Wei- bo, La Quinta Holdings, Freshpet, JSH&A and beverage companies includ- Rubicon Project, Extended Stay, HANNA LEE COMMS. ing Kraft Foods (Jell-O, Kraft AltheaDx and Paramount Group, COMMUNICAtIONS _ Continued from page 24 Macaroni & Cheese), Post Foods, among others. In January of 2015, Smithfield, E&J Gallo Winery ICR hosted the 17th Annual ICR 2 TransAm Plaza Dr., Ste. 450 (Barefoot, Gallo Family Vine- XChange, the firm’s annual inves- Oakbrook Terrace, IL 60618 yards), Diageo (Johnnie Walker, tor conference, which drew more [email protected] www.jsha.com Summits Premium Bottle Water Don Julio Tequila), and Outback than 150 private and public com- and others. Steakhouses. Tabasco Brand Pep- pany management teams and over Hanna Lee Communications is per Sauce, our first client 25 years 2,000 attendees. Jonni Hegenderfer, Jim ago, is still a client today. Kokoris, Cheryl Georgas, active on social media where it Partners shares agency, client and indus- Our New York-based, 100-per- INk LINk try news. “Like” us on Facebook son firm offers a full suite of strategic marketing PR services MARkEtINg For 25 years, Chicago-based at facebook.com/HannaLeeCom- JSH&A has helped leading food munications, and follow us on including: research and insights; traditional and digital media re- 7900 NW 155th St., Suite 108 and spirits brands drive consumer Twitter at @hannaleenyc and on awareness, engagement and advo- Instagram at instagram.com/han- lations; social media marketing; Miami Lakes, FL 33016 Hispanic strategies and solutions; 305/631-2283 cacy through integrated PR and naleenyc. For more information, [email protected] social media programs that deliver please visit hannaleecommunica- corporate/social responsibility initiatives; special event produc- www.inklinkmarketing.com high-impact results. tions.com. Named a top Consumer Market- tion and sponsorships; product Kim Miller, President introductions and anniversaries; ing Agency of the Year, JSH&A Kampi Chaleunsouk, Senior VP has won multiple awards for me- nutrition and recipe initiatives; of Client Services HUNtER PUBLIC talent negotiations, entertainment Lexi Rich, Director of Client dia relations, influencer engage- ment and social media programs RELAtIONS integrations; spokesperson media Services tours; and crisis counseling. Hunt- executed on behalf of brands like Ink Link Marketing is a full-ser- Jim Beam®, El Tesoro de Don er PR’s award-winning graphic ® 41 Madison Avenue, 5th Floor and digital design team creates ev- vice marketing communications Filipe Tequila, Manwich, Alexia New York, NY 10010-2202 firm that specializes in the restau- Foods and Safest Choice Eggs. [email protected] erything from program logos and collateral materials to innovative, rant, foodservice and hospitality This success is a result of our www.hunterpr.com strategic approach to program 212/679-6600 custom social and digital media industries. applications in house. Revitaliz- Specializations include PR, development. We pride ourselves Grace Leong, Jonathan Lyon, ing mature brands, creating buzz promotions, LSM, new product on understanding our clients’ au- Jason Winocour, Mark Newman, around new products and building launches, grand openings, corpo- diences — what influences their Donetta Allen, Gigi Russo, Erin awareness among key influencer rate communications and crisis decision-making and the channels Hanson, Partners groups (including the epicurean communications. Collectively, the they turn to for recommendations and nutritional health communi- Ink Link Marketing team has over and inspiration. We then identify Celebrating our 25th anniversary ties) are among the firm’s specific 35 years experience in marketing, strategies and tactics that break in 2014, Hunter Public Relations areas of expertise. public relations and promotions. through the noise in compelling, is an award-winning, top-ranked Ink Link is headquartered in South informative ways. marketing communications firm Florida with a satellite office in the Whether it’s identifying new specializing in consumer brand ICR Los Angeles area. ways for Jim Beam to share its and lifestyle public relations with Foodservice clients include: heritage story with national media, or engaging influencers to help particular expertise in food, bev- 685 Third Avenue, 2nd Floor Church’s Chicken, The Krystal erages, wines and spirits. Clients New York, NY 10017 Company, Ovation Brands (parent Alexia Foods drive awareness and include some of the countries Fax: 646/277-1201 company to Ryan’s, HomeTown trial of its all-natural side dishes most iconic and respected food www.icrinc.com Buffet, Old Country Buffet, Coun- and veggies, we consistently bring

26 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms

Leveraging media partnerships with Meredith Corp. and Scripps Net- Chef Jacquay Pfeiffer of The French Pastry School presenting on artisanal work, JSH&A helped Alexia Foods curate content for Facebook, Twitter, European baking methods at Kellen’s client event – the 2014 Research Pinterest and AlexiaFoods.com that offered families weeknight meal Chef’s Association’s Annual Conference & Culinology® Expo. solutions and reinforced the brand’s quality ingredients.

in 20 states and six countries. and restaurants, and events. great thinking and results to our tionships with media outlets that We’ve established our position LANE’s award-winning cam- clients. cover this sector and extensive as a leading food & beverage PR paigns have produced measurable networks among health profes- firm as a result of the successful results for national and interna- kELLEN sional communities, academia and design, launch and execution of tional clients in the wine, beer and government regulators. From farm PR programs on behalf of prom- spirits; water, juice and coffee; and to fork, our professionals have the inent national brands including natural, organic and specialty food 355 Lexington Avenue, 15th Floor experience to help clients both ® categories including José Andrés New York, NY 10017 Chiquita , Boulder Canyon Nat- promote and protect their prod- ural Foods™, Jamba®, Moose Foods, Moonstruck Chocolate 212/297-2100 ® www.kellencommunications.com ucts. Founded in 1945 as Sumner Tracks , T.G.I. Friday’s snacks™, Co., Snake River Farms, Dou- Rider & Associates, Kellen is an Seattle’s Best Coffee® and oth- ble R Ranch, International Olive 1100 Johnson Ferry Rd. employee owned firm with offic- ers. National earned media cov- Council, Oregon Strawberry Com- Suite 300 es in New York City, Washington, erage from Associated Press, mission, Trailblazer Foods, Dutch Atlanta, GA 30342 D.C., Atlanta, Chicago, Denver, Bros. Coffee, Tree Top, Earth2O, 404/836-5580 GMA, Good Housekeeping, Men’s Brussels and Beijing. Health, Rachael Ray Magazine, Wines from Spain, E. & J. Gallo 750 National Press Building Today and others earned the LE&A Winery, Cupcake Vineyards, Sokol 529 14th Street N.W. LAMBERt, team the top award from Bulldog Blosser Winery, Hood River Dis- Washington, DC 20045 Reporter for Best New Product tillers and Widmer Brothers Brew- 202/591-2440 EDWARDS & Launch in 2012. ing. Give us a call to find out how Joan Cear, Senior Vice President ASSOCIAtES your brand may benefit from our MAkOVSky Rick Cristol, President experience. Debra Berliner, Senior VP Grand Rapids—Lansing—Detroit 616/233-0500 16 East 34th Street, 15th Floor With more messages about diet, lambert-edwards.com/FoodBevPR LANE New York, NY 10016 nutrition and food safety than ever 212/508-9600 before, how do you break through Jeff Lambert, Principal New York | Oregon | California www.makovsky.com the clutter? Kellen combines de- Matt Jackson, Senior Director, www.lanepr.com cades of experience in food and Food and Beverage [email protected] Ken Makovsky, President & CEO nutrition with ingenuity and influ- 503/221-0480 Gil Bashe, EVP, Health, Practice Chair ence to make a measurable impact Lambert, Edwards & Associates Lee Davies, SVP, Health for our clients. We deliver inte- (LE&A) was founded in 1998 and Wendy Lane Stevens, President Tom Jones, SVP, Health grated marketing communications has grown to become a top-60 Arielle Bernstein, MPP, GVP, solutions executed by specialists PR agency, a top-20 investor re- LANE builds buzz and drives Health in publicity and promotion, nutri- lations firm and one of the larg- trial and sales for brands from Alexandra Peterson, MBA, GVP, tion communications, digital mar- est food & beverage PR firms in coast to coast. With over 25 years Health keting and social media strategy, the nation. LE&A is also a global of experience across the food and Laney Landsman, VP, Health issues management, public affairs, partner in PROI Worldwide, the beverage industry, LANE’s sea- Named “Healthcare Agency of website development and graphic largest partnership of independent soned specialists know how to tar- the Year” by The Holmes Report, design. In addition, Kellen’s team PR firms in the world spanning get messages and elevate brands. Makovsky leads the healthcare includes registered dietitians, food 120 cities on five continents. Our Drawing on insights garnered communications field in its ongo- scientists and technologists who team is comprised of more than 40 from firsthand experience as well ing mission to improve the health bring unmatched expertise to our professionals from global agency, as from media, influencer and con- of patients served by biotech, clients’ programs. A leading re- Fortune 500, Wall Street and dot. sumer circles, LANE’s multifacet- source for the food and beverage com backgrounds, serving public- ed campaigns connect across tradi- industry, Kellen has strong rela- ly traded and privately held clients tional and digital media, retailers _ Continued on page 28

ADVERTISING SECTION | www.ODwyERPR.COM | MARCH 2015 27 Profiles of Food & Beverage Firms

Marketing Maven executes the media relations and social media for Jen- ni Rivera La Gran Señora Tequila at a consumer activation event.

2004. Select Makovsky Health is crucial so Marketing Maven’s clients include: Actavis, Affinity social media department works Health Plan, Amarin, BMJ (for- closely with the media relations merly the British Medical Jour- team on campaign strategy, con- nal), Bristol-Myers Squibb, Duch- tent creation, promotion concepts esnay USA, H. D. Smith, Galien and social media advertising ex- LANE consistently garners national coverage for Moonstruck Chocolate Foundation, The Jed Foundation, ecution. In addition to traditional Co.’s whimsical artisan chocolates, including its Chocolate Turkey, Bark ICL, Kowa Pharmaceuticals, The reporting and advertising metrics, Bars and Oregon Distillers Collection, which were featured on the TODAY Medicines Company, Merck, Van- we offer a share of voice report- Show, The Nibble, Parade, O, The Oprah Magazine and Redbook in 2014. da and WebMD. ing, sentiment analysis and key in- fluencer identification. This helps MARkEtINg in competitor benchmarking, an- agency. alyzing segments and discovering MAKOVSKy Our integrated communications MAVEN potential partners. _ Continued from page 27 approach enables clients to navi- gate the complex healthcare mar- 135 East 57th Street, 4th Floor MARx LAyNE & ketplace with clear results. The New York, NY 10022 firm’s award-winning efforts show 212/967-5510 COMPANy pharmaceutical and health service www.MarketingMavenPR.com companies through advocacy cam- creativity in connecting audiences [email protected] paigns, corporate awareness pro- via social media, coalition building 31420 Northwestern Hwy., #100 Farmington Hills, MI 48334 grams, brand communications and and thought leader events such as Los Angeles Headquarters 248/855-6777 ext.105 TEDMED, Prix Galien and med- 310/994-7380 disease education. The Practice [email protected] has received more than 20 creative ical congresses including ACOG, www.marxlayne.com industry awards recently, includ- ASCO, ACC, ESC, NLA, AHA Lindsey Carnett, CEO & President ing “Best in Healthcare,” “Best and ICAAC. Michael Layne, Managing Education/Public Service Cam- Depth of health-industry experi- [email protected] Natalie Rucker, VP of Business Partner paign,” and “Best of the Best” PR ence from the biopharma industry, Development campaign across all industry sec- media, payer, and reimbursement [email protected] Marx Layne has been providing tors. Recently the agency has been communities enables Makovsky cost-effective marketing, public named “Mid-Size Agency of the clients to help patients gain ac- From an iconic tequila brand relations and digital media on a lo- Year” and “Best Place to Work,” cess to care at a time when care to an upscale burrito chain, the cal, regional and national basis to among over 200 other awards over and cost are intertwined. Part of bicoastal team at Marketing Ma- the food and beverage sector since the years. the Agency’s success is in under- ven knows how to navigate food 1987. Makovsky staff are experts in standing how health needs are and beverage PR and social me- Services offered to clients in- product communications, consum- communicated. The firm’s annual dia campaigns. We specialize in clude media relations, product er health, rare diseases, specialty survey on patient use of social me- showcasing your brand and in- launches, grand openings, crisis pharma, patient advocacy, media dia is guiding industry decisions creasing sales with unique pitch and issues management, internal relations, and issues engagement. on investment in online platforms concepts distributed to top media communications, special events We demonstrate deep knowledge and is detailing the shifts between for national TV, radio, newspaper, planning, community engagement of science, understanding of reim- mobile and desktop information magazine and online coverage. programs, social media, online bursement policy, and sensitivity access. The ease of use and abil- Is Spanish language media reputation management, direct to the multifaceted interactions be- ity for patient communities to important to your target demo- mail, eblasts, graphic design, web tween patients, physicians, payers mobilize around urgent needs is graphic? We have a bicultural development, and brochure and and policy agencies. Owing to changing how information can be Hispanic marketing department newsletter production. that expertise, in 2013 Makovsky exchanged. with a real-time pulse on cultural Clients include luxury hotels, was tapped to handle 25% of all Our commitment to client de- trends and connections to increase four-star and quick service restau- FDA PDUFA communications. light has resulted in a 90%+ year- awareness. rants, supermarket chains, and It is the industry product launch to-year client-retention rate since We believe branding consistency food and beverage manufacturers

28 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms and suppliers. We have success- bus Foods, Dave’s Killer Bread, fully introduced concepts new to Diamond Foods, Dr. Praeger’s Michigan, Illinois, Indiana, Flori- Sensible Foods, Kettle Brand, Ko- da and other markets. hana Coffee, La Terra Fina, Mc- Our creativity is boundless with Menamins Pubs, Restaurants and one example being when Marx Historic Hotels, Oregon Cherry Layne conceptualized and man- Growers, Pacific Foods, Pamela’s aged all aspects of a product launch Products, Travel Astoria-Warren- for a global restaurant brand that ton, U.S. Dry Pea & Lentil Insti- featured Nik Wallenda walking a tute, and Zenger Farm. high wire 80 feet above the City of Detroit, generating nearly $1M in M BOOtH national media coverage. Wallen- da later went on to break Guinness 300 Park Avenue South World Records crossing Niagara New York, NY 10010 Falls and the Grand Canyon. 212/481-7000 www.mbooth.com MAxWELL PR + Dale Bornstein, CEO ENgAgEMENt Rich Goldblatt, SVP, Group Dir. Lauren Swartz, SVP, Dir., 3934 SW Corbett Ave. Lifestyle, Wine & Spirits Portland, OR 97239 Ilene Smith, RD, Nutrition Dir. Nik and Lijana Wallenda walked a high wire 80 feet above the City of 503/231-3086 Detroit to promote McDonald’s coffee. The event and media campaign Fax: 503/231-3089 This past year was a delicious orchestrated by Marx Layne & Company generated nearly $1 million in [email protected] one for M Booth Food & Bev- media coverage. www.maxwellpr.com erage Group. The Group added 47 Maple St., GODIVA and Noosa Yoghurt to its robust lineup of clients. For GO- ing plant-based protein and meat style and digital experts. In 2014, Burlington, VT 05401 alternative. National broadcast and 802/338-2556 DIVA, the team created a program the team added Patrón to its ros- [email protected] titled “Game Over, Game On.” The print features sizzled, sparking a ter of top-shelf brands, serving as multi-channel campaign included major uptick in online visitors and public relations AOR. Across the Jennifer Maxwell-Muir, Founder original video content and adver- a boost in sales at the distributor bar in the ever-trending Italian Bit- & Principal tising on sports-related websites, as and retail levels. Switching from ters category, the team bolstered Vicky Hastings, Mng. Dir./West well as social-channel takeovers. “meat” to fish, the agency led a its work with Campari America Chrystie Heimert, Mng. Dir./East strategic communications for the as PR AOR for Campari + Aperol Erika Simms, VP For Noosa Yoghurt, a fan favorite of M Boothers, the team kicked off Global Organization for EPA and brands, leveraging bartender, chef Maxwell is an independently a campaign comprising influencer DHA (GOED) to highlight the role and foodie brand advocacy to drive owned, Portland-based public re- and media outreach, as well as dig- that Omega-3s play in heart health. the charitable Negroni Week initia- lations and consumer engagement ital support and events to help drive Working in tandem multi-chan- tive — which sparked a 40% jump agency specializing in media and awareness for its great-tasting, nels, M Booth succeeded in driving in sales. blogger relations, social media farm-fresh, Aussie-style yoghurt. sales in a test market that will serve M Booth continued its 10+ year engagement, content marketing, With a long history in the well- as a template for a national rollout tenure working across Edrington’s consumer promotions and sam- ness space, M Booth’s Better4You in 2015. Scotch brands The Macallan Sin- pling for national brands. We work offering is bolstered by a promi- From a national tailgating cam- gle Malt Scotch Whisky, Highland with leaders in the natural and or- nent lineup of experts in nutrition, paign to a celebration around Na- Park Single Malt Scotch Whisky ganic food and beverage industry, food science and issues manage- tional Pi Day, M Booth continued and The Famous Grouse Scotch premier tourism destinations and ment. The agency had major suc- to build buzz for The Schwan Food Whisky along with Brugal Rum, attractions, and businesses ad- cess in leading a strategic commu- Company, generating national and creating integrated programs to vancing new models that leave the nications and influencer effort to regional awareness for its leading reach key media, influencers and world a better place. generate national awareness and grocery brands: Red Baron, Fre- tastemakers through luxury activa- Clients: Argyle Winery, Colum- trial for Beyond Meat, the emerg- schetta, Edwards and Mrs. Smith’s. tions, brand partnerships, promo- The agency also helped launch tional events and intimate tastings, Schwan’s Cares, an online-gen- as well as major product launches erated fundraising program that among the likes of The Macallan demonstrated a significant sales Rare Cask, Highland Park Dark impact for the Schwan’s Home Origins and The Macallan Mas- Service division. For Sur La Ta- ters of Photography Mario Testino ble, we’ve continued to position Edition. Simultaneously, the inte- the brand as a culinary authority grated team manages The Macal- by securing national and local TV lan’s and Brugal’s digital channels, segments with the brand’s Resident developing content and strategic Chefs from across the country. visual storylines married with so- Agency experience includes cial-channel engagement that in- work for Unilever spreads and cludes partnerships with digital dressings, Tropicana, Dole Juices, influencers and like-minded brands Kellogg’s, Quaker, Heinz, Pirate’s for cross-promotion. Booty, Mrs. Dash, The National NOLET’S Finest Gins as well Pasta Association, Ronzoni and as Italian-American wine import- McNeil’s Sun Crystals sweetener. er and marketer Banfi Vintners — M Booth’s dedicated Lifestyle, producers of the wines of Castello As AOR for Sur La Table, M Booth is spearheading a campaign to drive Wine & Spirits team has evolved Banfi — also continue longstand- store traffic and media outreach tapping the retailer’s resident chefs. into an integrated lineup of life- ing work with the team.

ADVERTISING SECTION | www.ODwyERPR.COM | MARCH 2015 29 Profiles of Food & Beverage Firms

Taco Bell, FAGE, among dozens www.peppercomm.com of others. Additionally, we have a staff of seasoned professionals — Steve Cody, Co-CEO & including in-house food and nutri- Co-Founder tion experts and a national network Ed Moed, Co-CEO & of RD consultants — that is in tune Co-Founder with current and future trends in Ann Barlow, Partner & President, West Coast food and beverage. Janine Gordon, President, Luxury & Lifestyle PADILLACRt Maggie O’Neill, Partner & Managing Director 1101 West River Pkwy., #400 Peppercomm is an award-win- Minneapolis, MN 55112 612/455-1700 ning strategic marketing and com- PadillaCRT.com munications firm headquartered in New York City with offices in San 320 West 13th Street, 7th Floor Francisco, Boulder and London New York, NY 10014 that listens first, last and always. 212/229-0500 We pride ourselves on listening to our clients’ needs as well as the Mark Raper, President wants and needs of their various Pablo Olay, Vice President, audiences. That focus on listening Pierson Grant Public Relations orchestrated a guest segment and food Food, Beverage & Nutrition tasting for client Zona Fresca, a dynamic restaurant franchisor, to appear Jason Stemm, Vice President, before engaging (or creating) in- live in studio on a popular South Florida radio and TV show. Food, Beverage & Nutrition spired not only our tagline: “Listen. Engage. Repeat.” but our strategic PadillaCRT is a top 15 indepen- approach. dent public relations and communi- Our integrated team of specialists MWW OgILVy cations company. We use insightful work together to create cohesive strategies to help our clients devel- campaigns that leverage the right 304 Park Avenue South, Fl. 8 The Chocolate Factory op deep connections with their au- communications and marketing ve- New York, NY 10010 636 Eleventh Avenue diences. Our 360-degree approach hicles across all touch points. From 212/704-9727 New York, NY 10036 includes research, branding, mar- major household names to elite [email protected] 212/880-5200 keting, advertising, design, digital, luxury brands, we have helped cli- www.mww.com [email protected] ents reposition and rebrand; launch www.ogilvypr.com social, mobile, media relations, corporate and investor relations and entirely new brands and position Tara Naughton, Executive VP, global brands in the U.S. market; Consumer Lifestyle Marketing Christopher Myles, Exec. VP, crisis management. Brand Marketing Director Over the years, we have built one build websites and social foot- The food and beverage industry of the strongest, most experienced prints; launch content strategies; is in a constant state of evolution, Long before consumers walk into marketing and branding teams of create brand experiences; drive ex- where shifting consumer tastes a store or click the “buy” or “res- food, beverage and nutrition pro- ecutive visibility; prepare for and (quite literally), new government ervation” button, they are engaged fessionals in the country. We rep- mitigate crises; engage key audi- regulations, and volatile commod- in digital conversations that drive resent both brands and marketing ences and ultimately deliver results ity markets are continually chang- their perceptions and purchases. cooperatives, and we cover all for our clients. ing the landscape. In this type of To this end, Ogilvy has grown the audiences: consumer, foodservice, Our experience runs deep and environment, we know that stay- world’s largest global team to de- retail and manufacturing. Our food includes work for brands such as ing ahead of the industry trends is liver digital and social solutions and beverage teams’ unique in- Procter & Gamble, General Mills, key to establishing and maintain- to influence and amplify tradition- house resources include a culinary Sunrise Soya Foods, Dean & ing trust in your brand — and we al media relations delivering on studio proximate to national media DeLuca, Malibu-Kahlua Interna- can help your brand remain fluid the promise of an integrated paid, in New York City and an extensive tional, Diageo, Bacardi Imports, while seizing opportunities before owned and earned media solution. beverage alcohol and food-focused DiSaronno, Glenlivet, The Capital your competitors. Using an integrated model for de- library. Clients in the food and bev- Grille, ‘21’ Club, Texas de Brazil, At MWW, we make our clients signing programs combining a cli- erage sectors include Hass Avoca- pinkberry, Blimpie International, Matter More™ to their stakehold- ent’s owned media with strategies do Board, Land O’Lakes, Les Vins TGI Fridays, Dr. Praeger’s, French ers by establishing relationships meant to drive word of mouth, gain Georges Duboeuf, North Carolina Culinary Institute and Zagat Dining between brands and consumers visibility and initiate conversations Sweet Potato Commission, Pro- Guide, among others. through integrated public relations both online and offline is especial- sciutto di Parma, U.S. Highbush and marketing activities that drive ly important for our food and CPG Blueberry Council and Wines from PIERSON gRANt awareness, engagement and con- clients. A strategic overlay of tra- Rioja (Spain). sideration. We expand media cov- ditional media and social relations PadillaCRT is a founding mem- PUBLIC erage beyond food media and into along with paid digital media ex- ber of the Worldcom Public Rela- RELAtIONS influential traditional and digital tends the reach of our programs, tions Group, a partnership of 111 lifestyle outlets, creating brand rel- enhances positive perception and independently owned partner offic- es in 140 cities on six continents. 6301 N.W. 5th Way, Suite 2600 evance and developing emotional increases sales. Ft. Lauderdale, FL 33309 connections that drive trial and The caliber of Ogilvy’s clients 954/776-1999 brand loyalty. Whether it’s estab- allows us to attract and retain ex- PEPPERCOMM www.piersongrant.com lishing a restaurant as a top-choice tremely talented practitioners, who www.highimpactdigital.com for dining or creating demand for a combine deep technical expertise 470 Park Ave. South new product launch in a competi- and industry know how to conquer Maria Pierson, CEO tive category, we help position our challenging business situations, dif- 4th Floor North New York, NY 10016 Jane Grant, President client brands as a vital ingredient ficult messages and shifting global 212/931-6100 in consumers’ lifestyles. Let us be trends for clients such as Darden Fax: 212/931-6159 Pierson Grant’s fresh thinking the recipe to your success. Restaurants, Nestle, DuPont, KFC, [email protected] builds brand identity and boosts

30 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms sales for food and beverage clients. dations, media coverage and pur- The full-service firm generates chasing decisions. publicity for openings and product In addition to PR practitioners introductions, brings creativity to and marketers, our staff includes special events and community re- media-savvy Registered Dietitians lations and leverages the power of who can address health & nutri- social media through its High Im- tion issues that are top-of-mind pact Digital division. Experienced for today’s print, broadcast and members of the professional staff online journalists. We have devel- are skilled at issues management oped traditional and social media for food and beverage clients. programs, as well as in-store and Clients include International influencer promotions that reach Dairy Queen and Olive Garden, target influencers, media and con- among others. The firm also pro- sumers. Over the last two decades, vides strategic public relations and Pollock has cultivated long-term marketing services for emerging relationships and trained a net- companies and franchisors, such as work of spokespeople, including Zona Fresca, and innovative local media Registered Dietitians, ce- restaurants such as Shooters Wa- lebrity chefs, medical doctors and terfront and Doris Italian Market. scientists, who are available and Based in Fort Lauderdale, Pierson ready to deliver key messages for a Quinn won HSMAI’s Best of Show for the launch of the Waldorf Astoria Grant is a member of the IPREX variety of our clients in broadcast, New York’s roof-to-table program. Worldwide coverage in more than 275 global network. print and social media. TV and print outlets produced over 3.4 billion impressions. We believe in pushing boundar- POLLOCk ies, breaking barriers and asking, FWS. We think like owners and Wine Enthusiast, NYLON Guys, “what if?” We diligently do our brand managers to achieve client Refinery29 and the Boston Globe. COMMUNICAtIONS homework to develop an execut- goals. We drive top media results, For the deep blu seafood grille able, strategic plan. It includes creative ideas, digital/social media in Orlando’s saturated restaurant 665 Broadway, Suite 1200 assessing the environment for initiatives and important partner- market, we increased visitations by New York, NY 10012 challenges and opportunities, set- ships. 22% with 60+ media placements, 212/941-1414 ting the job-to-be-done, creating Quinn won HSMAI’s Best of awards and accolades. We are roll- Fax: 212/334-2131 a strategy, identifying key targets, Show for the launch of the Waldorf ing out its second location. [email protected] agreeing on a campaign theme, For the iconic Versace Mansion www.lpollockpr.com Astoria New York’s roof-to-table developing impactful tactics with program. Worldwide coverage in in South Beach, Quinn re-launched Louise Pollock, President measurable objectives and deter- more than 275 TV and print out- its signature restaurant with articles mining KPIs. lets produced over 3.4 billion im- in Conde Nast Traveler, Centurion, Pollock Communications is an Clients: Abbott, Ajinomoto Food pressions. The campaign spurred Departures, New York Times, The independent PR and marketing Ingredients, LLC, American So- hundreds of requests to visit the Telegraph, Harper’s Bazaar Ger- communications agency that offers ciety of Hypertension, BackJoy, rooftop phenomenon. many, Vogue Brasil and segments cutting edge expertise for food, Brassica Protection Products, Within a few months of work- on E! and Extra TV. beverage, health & wellness, and LLC, Cranberry Institute, Cran- ing with Del Frisco’s Restaurant In NYC, we launched Chelsea lifestyle clients. Pollock Commu- berry Marketing Committee of the Group, we drove thousands of Market’s first cookbook inThe New nications is the leader in food and USA, Dairy Management Institute, dollars in revenue through creative York Times, Town & Country, Cos- nutrition healthcare professional Global Dairy Project, Good Health programing, two profile features mopolitan and Food Network. marketing and key opinion for- Snacks, Gourmet Nut, PepsiCo in the Wall Street Journal as well Quinn represents Rome’s only mer advocacy outreach. Founded Global Nutrition Group, Prestige as the “Today Show,” CNN.com, three-Michelin-starred restaurant, in 1991, Pollock pioneered com- Brands: PediaCare, FiberChoice Vanity Fair and ABC News. La Pergola at the Rome Cavalieri, munications for the functional and Beano, Purdue Products: Se- We brought Club W to its tar- Waldorf Astoria Hotels & Re- food movement, creating some of nokot and Colace, Tea Council of get audiences with a feature in the sorts, where reservations are made the major food trends of the past the USA, The Dannon Company, Wall Street Journal and a segment months in advance. Unilever Brands: Promise, Coun- on Fox Business as well as place- 10 years, including making tea _ Continued on page 32 the healthy drink of the new mil- try Crock and I Can’t Believe It’s ments in Bloomberg, Condé Nast, lennium and making chocolate a Not Butter!, and USA Rice Feder- healthy indulgence. For more than ation. 20 years, we have been advisors to Fortune 100 food and beverage QUINN companies and global commodity foods, working to direct, shape and 48 West 38th Street, Penthouse amplify their health and wellness New York NY 10018 stories. By strategically targeting 212/868-1900 and influencing food policymak- www.quinn.pr ers, media, retail professionals and www.quinn.pr/ideas the healthcare community, Pollock Communications delivers results 407 Lincoln Rd Miami Beach,‎ FL‎ 33139 that change consumer perceptions 786/600-3954 and protect and enhance a brand’s position in the market. We utilize Florence Quinn, President evidence-based science and influ- Direct: 212/868-1900 x223 encer advocacy to achieve mea- [email protected] surable results in brand awareness, Pollock Communications and the Cranberry Marketing Committee get consumer perceptions, healthcare Quinn’s Food, Wine + Spirits ready to talk cranberries with school foodservice professionals at the 2014 professional (HCP) recommen- division is becoming the go-to in School Nutrition Association Annual National Conference in Boston, MA.

ADVERTISING SECTION | www.ODwyERPR.COM | MARCH 2015 31 Profiles of Food & Beverage Firms

grated marketing communications companies, entertainment brands drive community building and QUINN campaign, featuring large-scale and content, restaurants, and consumer interaction. We help _ Continued from page 31 consumer events, celebrity chef wine, beer and spirit brands. Our connect brands with emerging engagements, media and adver- teams provide food and beverage digital platforms and rising social tising campaigns and digital pro- brands publicity and marketing and online influencers to engage TV placements run the gamut grams. We helped Truvia® natural campaigns, special event support, consumers in new and meaningful from Bravo’s “Top Chef Mas- sweetener become the country’s sponsorship activation, celebrity/ ways while also helping to foster ter,” “Top Chef: All Stars,” “The #2 sugar substitute and Dunkin’ influential seeding, promotional brand consumer experience that Chew” and the Cooking Channel Donuts retain the #1 ranking for tie-ins, brand integration and so- personalizes brands and differenti- to “Nightline,” CNN, “The Early customer loyalty in the coffee cat- cial media strategies audits, cam- ates them in a highly competitive Show,” “Today Show” and “The egory for six years running. paign design, execution and mea- market. Martha Stewart Show.” RF|Binder brings market and surement for our clients. Ruder Finn works with food and Our culture of teamwork and industry insight, research-based We work with clients to launch beverage clients to develop and innovation fosters a highly pro- strategy, and creative program- new products, build awareness for implement plans around building ductive atmosphere among 40+ ming to its clients, as well as ac- national and international adver- communities, establishing brands, professionals in NYC and Miami. cess to the key influencers shaping tising campaigns, promote chari- content creation, event activa- The focus is on results for our life- public opinion in the food and table initiatives, drive viewership tions, product launches, sustaining style clients. beverage space. We assist clients for television and digital content, product growth and visibility and in engaging and educating influ- leverage celebrity spokespeople brand partnerships. Because each Rf|BINDER encers and understanding consum- for media opportunities, inte- brand is different, we believe there er behavior and purchase attitudes grate products into entertainment is no one-size-fits-all approach to 950 Third Avenue, 7th Floor and in understanding market con- content, build and manage on- how to maximize impact. New York, NY 10022 ditions. We provide a wide array line communities, execute social Our experience also tells us that 212/994-7600 of services, from trade and con- media strategies and maximize true connections in the food and www.rfbinder.com sumer promotions, experiential awareness of sports and entertain- beverage space are made by high- Twitter: @rfbinder marketing, influencer and tradi- ment sponsorships and alliances, lighting both product attributes tional media outreach, to digital among others. and the visceral consumer reaction Recent clients/projects have to a brand’s image. We work with Amy Binder, CEO and social media campaigns, food/ Atalanta Rafferty, Chief ingredient issues management, included Food Network, The clients to create meaningful con- Performance Officer and trade and investor relations. Cooking Channel, Bertolli, The tent that resonates with consumers Current and recent clients in- Coca-Cola Company, EKOCY- including engaging visuals and At RF|Binder, we understand the clude ACME Smoked Fish, Atkins CLE with will.i.am, NutriFusion, videos, and dynamic stories for food, retail and restaurant industry Nutritionals, Baskin-Robbins, Sprite Refreshing Films, Dylan’s digital and traditional mediums, in all its facets, and we bring a Cargill, Chilean Specialty Foods, Candy Bar, Betty Crocker, Lucky helping brands to identify with ex- broad set of skills and knowledge The Culinary Trust, Dr. Prae- Charms, Wheaties, General Mills, isting and new consumers. to the food category. The brands ger’s, Dunkin’ Donuts, The Her- JuiceBlendz, Madison’s New Ruder Finn has worked with we represent range from frozen shey Company’s Scharffen Berg- York Grill & Bar, Morton’s Steak many clients in the Food and Bev- foods and quick service restau- er Chocolate Maker and Dagoba House, Ferguson Wines, Skinny- erage industry, ranging from con- rants to premium chocolate and Organic Chocolate, Kayem Foods, girl Cocktails, Zipz Wine, Wines sumer brands such as Sour Patch specialty foods, to wines and beers La Brea Bakery, Love Beets, The that Rock, Sobieski Vodka, Fanta Kids, McDonald’s and SodaS- from all over the world. We have Malaysian Trade Commission Search for the 4th Fantana, The tream to high lifestyle brands such substantial experience working (Malaysia Kitchen for the World), Munchies People’s Choice Food as Chateau Margaux and Moet with government associations and Miller Coors (Pilsner Urquel), Awards, Club EATalian, and the Hennessy Diageo. food cooperatives, developing and Smith & Wollensky, Solazyme, Los Angeles Times Celebration of executing plans that work interna- Talenti Gelato & Sorbetto, Tru- Food & Wine. SCHNEIDER tionally, nationally, and at the lo- via® natural sweetener, Wegmans, cal level. And our groundbreaking Vinho Verde, Wines of Germany, RUDER fINN ASSOCIAtES work with emerging bio-technol- Wines of Sicily and YoCrunch. ogy companies in educating the Member of the Worldcom Public market about new and innovate ROgERS & 301 East 57th Street Relations Group product ingredients has generated New York, NY 10022 Schneider Associates significant media coverage and COWAN 212/593-6400 2 Oliver Street, Suite 402 www.ruderfinn.com Boston, MA 02109 powered consumer trial and accep- 617/536-3300 tance. Continued attention from PACIFIC DESIGN CENTER www.schneiderpr.com policy makers, advocacy groups 8687 Melrose Ave., 7th Floor Kathy Bloomgarden, CEO Scott Schneider, Chief Digital and consumers on nutrition, label- Los Angeles, CA 90069 Joan Schneider, CEO & 310/854-8117 Officer ing and ingredient transparency Maryann Watson, President, RFI Founder Fax: 310/854-8106 Phil Pennellatore, President brings a whole new dimension and www.rogersandcowan.com Studios set of skills to promoting food cat- John McInerney, Senior Vice How do you make ice cream egories and brands. Tom Tardio, CEO President, Brand Marketing We have transformed Ries- newsworthy in winter, motivate ling from a niche to an “it” wine, Rogers & Cowan is a full-ser- In today’s food and beverage the media to swoon over grilled bringing a younger audience into vice entertainment marketing and industry, there are more products cheese sandwiches, or build con- the fold, making it one of the fast- PR agency offering consumer and technologies vying for con- sumer and influencer awareness est growing varietals and doubling brands access and alliances with sumers’ attention every day, and for a startup or emerging brand? its sales over ten years. We helped the powerful influences of the en- in order to truly drive meaningful Ask Schneider Associates. We are Talenti Gelato & Sorbetto become tertainment industry as well as an engagement, brands need an in- passionate about creating and exe- the best-selling gelato in the coun- insider’s point of view on lifestyle novative and authentic communi- cuting innovative and measurable try, and launched its first ever pop- and consumer trends. The agency cations strategy that encourages campaigns to launch, re-launch up store in New York City’s Bry- has extensive expertise in the food brand-to-fan connections. With and accelerate growth for food and ant Park. We put Malaysian food and beverage categories working this in mind, our emphasis is on _ Continued on page 34 on the map with a sweeping inte- with packaged and bottled goods creative and social activities that

32 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION

Profiles of Food & Beverage Firms

tegic media relations; consumer of the industry’s most strategic insights; measurement and evalu- senior counselors and content ex- ation; event production, Hispanic/ perts — including registered di- multicultural; and spokesperson etitians, PhD nutrition scientists, procurement and training. former and current journalists and Taylor develops strategic mar- trained chefs. These imbedded ex- keting communications programs perts have extensive experience for a number of category leading in public-private partnerships, al- food and beverage brands, includ- liance building, food and agricul- ing — for the past 27 years — Di- ture policy, food regulations, sus- ageo, the world’s leading premi- tainability, food safety and crisis um drinks business. For Diageo, communications. Taylor has successfully launched We have strong relationships new products, reinvigorated icon- with food and nutrition influenc- ic brands and sustained momen- ers, including registered dietitians tum in the marketplace for adult and bloggers, who are increasingly beverage favorites such as Crown influencing the media landscape. Royal, Guinness, Captain Mor- Weber Shandwick created and From the Golden Gate Bridge in San Francisco to the set of Today in New gan, Smirnoff and Sterling wines, continues to support the Nutrition York, Taylor’s PR and social amplification of The Bulleit Woody Tailgate among others. Blog Network — an aggregator Trailer has transformed a mobile marketing unit into a conversation-driv- The agency also partners with of more than 700 blogs written ing staple for the nation’s fastest growing bourbon brand. leading consumer food brands for by registered dietitians. Our food a wide range of services, including practice specialists have extensive product introductions, sponsorship experience in engaging the com- brands. Our list of envied food and activations, and social media strat- munities that matter most to our SCHNEIDER ASSOCS. beverage clients includes: pack- egy. food and beverage clients. _ Continued from page 32 aged goods (Arla and Castello cheeses, Jack Link’s Beef Jerky, WEBER beverage brands. We know how to Jennie-O Turkey, MOM Brands ZENO gROUP craft fully integrated communica- and Malt-O-Meal cereals); food SHANDWICk tions programs that create news and beverage containers and stor- A Daniel J. Edelman Company while solving business challenges. age (Genuine Thermos Brand); 875 N. Michigan Ave., Suite 2400 44 E. 30th Street, 11th Floor SA also specializes in multi-unit and retail (SUPERVALU and Chicago, IL 60611 New York, NY 10016 marketing, creating grand opening Save-A Lot). We work with food 312/988-2400 212/299-8888 events and launching new prod- industry leaders, consumer groups, www.webershandwick.com Fax: 212/462-1026 www.zenogroup.com ucts or programs for franchises. celebrity chefs, nutritionists, com- Services include messaging, me- modity groups, regulatory organi- Gail Heimann, President dia relations, social media, special zations, social influencers, blog- Janet Helm, MS, RD, Chief Food Barby K. Siegel, CEO events, creative design, digital gers and experts in general, on a & Nutrition Strategist, North Zeno Group is a global, inte- marketing, spokesperson train- regular basis. Our relationships go America grated communications agency ing, influencer outreach and crisis beyond media. We know the right Weber Shandwick has built one dedicated to transforming clients’ communications. people to target with the right pro- of the largest and most success- business. We are proud to be at Schneider Associates is a gram, product, campaign or cause. ful food and nutrition practices the table with some of the world’s full-service public relations and And they know us. in North America. Our clients in- leading food, beverage and nutri- integrated marketing communi- clude many of the world’s leading tion brands including Taco Bell, cations agency specializing in tAyLOR food companies, and we’ve been Anheuser Busch, Hershey’s, Launch Public Relations®, a pro- behind some of the most iconic Quaker Oats, Bacardi Rums, Four prietary method of launching new The Empire State Building campaigns for food brands in the Seasons Hotels and Resorts, Blue and revitalizing iconic products, 350 Fifth Avenue, Suite 3800 country. Weber Shandwick also Diamond Almonds and Pepper- services, companies and commu- New York, NY 10118 has deep expertise in turning food idge Farm, among others. nities to build awareness, excite- 212/714-1280 industry groups like milk and pork We work at the intersection of ment, and sales. Visit www.schnei- www.taylorstrategy.com into brands with award-winning brand building and corporate rep- derpr.com Tony Signore, CEO & Managing campaigns that have changed per- utation, delivering integrated, con- Partner ceptions and built demand. tent-driven campaigns that inspire SPONg Bryan Harris, COO & Managing Our food clients range from consumers and other stakeholders Partner the indulgent to functional, and to take action and change behavior. 110 North Fifth Street they each have a story to tell. In Unafraid to challenge the status Minneapolis, MN 55403 Taylor partners exclusively with today’s “always-on” world, we quo, we are driven daily by our 612/375-8500 category leading consumer brands help brands engage, always. We “Fearless Pursuit of the Unex- www.spongpr.com that utilize lifestyle, sports, and manage the online communities of pected” — highly creative, break- entertainment platforms to engage our multiple food clients and have through ideas, grounded in strategy Julie Batliner, Managing Director consumers and drive business extensive experience in creating and our insight-driven planning. Grete Lavrenz, Senior Principal, Chair, Food and Beverage growth. engaging content and managing Our intense network collabora- Erika Collins, Director of New The Holmes Report’s “Consum- issues. Our work involves launch- tion and one P&L model ensures Business er Agency of the Decade,” Taylor ing new products, reinvigorating that clients have the full force of has more than 100 employees with brands, establishing thought lead- Zeno every day. Senior leaders If you can no longer stomach the headquarters in New York and ership, and leveraging scientific don’t just take care of the check; same stale, tasteless ideas, perhaps offices in Los Angeles, Chicago, research to change the way con- they’re right there in the kitchen it’s time for some fresh thinking. Charlotte, and Austin. The agency sumers and influencers think about with the rest of the team, creating, Spong leads the food, beverage, provides a full array of services specific foods or ingredients. stirring and tasting along the way. nutrition and wellness arena — including: brand planning; digital We have a dedicated food and We sum this all up in one word: representing some of the biggest strategy and social media; stra- nutrition team that includes some Zeno-licious. 

34 MARCH 2015 | www.ODwyERPR.COM | ADVERTISING SECTION o’DWYER’sFooD & BEVERAGE RAnKInGs PR FIRms

Firm Net Fees (2013) Firm Net Fees (2013)

1. Edelman New York $97,122,009 27. LANE Portland, OR $985,585

2. Hunter PR New York 13,437,276 28. Kohnstamm Communications St. Paul, MN 941,375

3. APCO Worldwide Washington 13,252,857 29. J Public Relations San Diego 875,436

4. MWW New York 7,459,000 30. BizCom Associates Addison, TX 750,000

5. Taylor New York 6,648,000 31. LEVICK Washington 677,847

6. FoodMinds Chicago 6,432,640 32. Konnect Public Relations Los Angeles 653,740

7. Formula PR New York 6,429,655 33. BLAZE Santa Monica 651,531

8. RF | Binder Partners New York 5,664,439 34. IW Group W. Hollywood 588,000

9. Zeno Group New York 5,642,090 35. VPE Public Relations S. Pasadena 564,135

10. PadillaCRT Minneapolis 5,591,120 36. rbb Public Relations Miami 544,929

11. Regan Comms. Group Boston 5,120,400 37. LEWIS San Francisco 448,000

12. 5W Public Relations New York 3,300,000 38. Stuntman PR New York 431,950

13. W2O Group San Francisco 2,576,000 39. Hope-Beckham Atlanta 427,658

14. Linhart Public Relations Denver 2,517,703 40. O’Malley Hansen Comms. Chicago 425,000

15. Jackson Spalding Atlanta 2,263,094 41. MorganMyers Waukesha, WI 360,558

16. French | West | Vaughan Raleigh 1,967,850 42. TransMedia Group Boca Raton, FL 250,000

17. Dye, Van Mol & Lawrence Nashville 1,757,791 43. Seigenthaler Public Relations Nashville 231,622

18. Finn Partners New York 1,742,847 44. Rosica Paramus, NJ 215,200

19. Ruder Finn New York 1,659,000 45. Maccabee Minneapolis 202,460

20. SS|PR Northfield, IL 1,395,000 46. Trevelino/Keller Atlanta 200,000

21. SPM Communications Dallas 1,373,739 47. The Buzz Agency Delray Beach, FL 136,848

22. Maxwell PR + Engagement Portland, OR 1,219,639 48. PAN Boston 120,000

23. Coyne PR Parsippany, NJ 1,155,000 49. Sachs Media Group Tallahassee 95,082

24. Allison+Partners San Francisco 1,100,000 50. McNeely Pigott & Fox PR Nashville 94,863

25. Peppercomm New York 1,079,419 51. Rasky Baerlein Strategic Comms. Boston 64,782

26. Lambert, Edwards + Associates Grand Rapids, MI 1,073,649 52. Marketing Maven PR Camarillo, CA 37,482

© Copyright 2015 The J.R. O’Dwyer Co. OPINION Professional Development One bad call is all it takes By Fraser Seitel liams acknowledged he had fibbed about In such an environment, when you make hat do the coach of the Seattle being on a helicopter under attack in Iraq. a grievous public error, like the Pete Carroll Seahawks and the anchor of Each was a momentary lapse that ruined touchdown call, you are destined to die a Wthe NBC Nightly News have in years of credibility creation. thousand deaths as citizen journalists evis- common? Indeed, organizations and individuals cerate you on the Internet. If you said, “They each sank their reputa- concerned today with building their credi- Standards are lower tions with one bad bility — and who isn’t? — must do nothing Beyond the ubiquitous misinformation call,” well ... ding ... less than rethink their reputations to deal and grammatical mistakes that pervade ding ... we have a with the eminently more dangerous land- print, broadcast and Internet journalism, winner! scape they confront. there is the reality that today’s reporters As both Seattle For PR professionals whose job it is to don’t even attempt to be objective. coach Pete Carroll build credibility, the following new realities In the old days — before cable and the ‘net and NBC anchor must always be considered. — journalists learned that while pure ob- Brian Williams dis- Everybody’s a journalist jectivity is impossible — we all have biases covered, in the year And we’re not just talking about pretend and predilections — nonetheless, a report- of our Lord 20 and journalists like Al Sharpton or Sean Hanni- er’s challenge was to try to be as neutral as 15, “reputation” is ty. No, today everybody is a journalist, and I possible, presenting both sides of any story. a most perishable mean, “everybody”: two billion Internet us- Today, such objectivity isn’t even consid- Fraser P. Seitel has been a communications commodity, which ers, one billion Facebook users, one billion ered. And that’s why, according to the most consultant, author and may take years to camera phones, 150 million blogs, and 200 recent Gallup Poll, 21% of Americans rate teacher for more than build but can be million Twitter users. “the honesty and ethical standards” of jour- 30 years. He is the au- lost in the blink of Where once the “old guard” journalists nalists as “low or very low.” thor of the Prentice-Hall an eye. like Harry Reasoner and John Chancellor Support is lagging text, The Practice of Public Relations. That’s what hap- and Walter Cronkite were trusted, today’s At the same time, trust in once-respected pened when Car- “new breed” journalists — like Bill Ma- institutions across the board has waned. roll took the hit for her and Bill O’Reilly and (ye gods!) Nancy According to the most recent Harris In- the mind-numbing one-yard pass that cost Grace — are respected only by the zealots teractive reputation survey, trust in major his team the Super Bowl, and when Wil- and the naive. American institutions has rarely been lower. In terms of institutions in which American trust has deteriorated over recent years, the following rank worst: Congress, the federal government, mortgage lenders, Wall Street, the White House, major corporations, health insurance companies, and banks. With such little goodwill trade on, little wonder people are quick to believe the worst when a major institutions or well-known individual, e.g. Brian Williams, messes up. Trust has simply dried up. Management doesn’t control dialogue As the Arthur Page Society put it in its 2008 “Authentic Enterprise” publication: “In a world where the tools and relationships of reputation and influence are available to all — the irresponsible as well as the respon- sible, friends as well as foes — the identity and definition of an enterprise is subject to far less control than in the past.” Social media, in particular, has dropped the hammer on top-down communication. That’s how Brian Williams’ lie was found out; a fellow helicopter passenger tweeted that the anchor’s memory was faulty. And that’s why Amy Pascal was canned as Sony Pictures co-chairman; her mindless tweets were exposed by North Korean hackers. As a consequence of this one-and-do- ne reality, any counselor practicing in this brave, new public relations environment must consider rethinking reputation as a principal challenge. 

36 MARCH 2015 | www.ODwyERPR.COM Financial Management What is your PR firm worth?

By Richard Goldstein rent liabilities) position as of the sale date. multiple method? I have no idea! Howev- Other intangible factors such as second er according to Rick, two things should be or those of you who follow this column, tier management, quality of staff, quality of considered by sellers: in June 2014 I authored a piece titled clients, office lease, client contracts in place, Have a valuation completed by a qual- F“Navigating mergers and acquisitions in what percent the largest clients comprise ified appraiser, knowledgeable in the in- PR.” The column reviewed the current mar- of the total portfolio and other factors the dustry, with the appropriate professional ket place, why PR buyer deems important to the transaction. credentials. firms are selling, The buyer will determine a price based on Have experienced representation using why small firms the factors outlined in the term sheet. How- professionals that know and understand may need to sell to ever, there is not a cut and dry statement the PR M&A marketplace and the nuances larger players, age that can be made as to how the buyer comes of firm valuation and deal structure. as a factor in sell- up with a price and terms. It is critical that Art Stevens ing, and what the the firm preparing the offer price for the Art’s column takes the view that selling next generation of buyer be experienced! a PR firm is somewhat similar to selling a deals will focus on. According to my own experience, PR house or, for that matter, a car. I happen to If you do not have firms are not frequently valued at agree with him. Before you sell access to this col- a multiple of net revenues. Howev- your home you get an appraisal umn, please send er, that is not to say that deals are by a qualified broker or try and Richard Goldstein is me an email and I not based on “revenue.” It seems to determine what homes similar a partner at Buchbind- er Tunick & Company will forward it to me that a “revenue” deal is more to yours are selling for in your LLP, New york, Certified you (rgoldstein@ likely when a buyer can incorpo- neighborhood. No different for Public Accountants. buchbinder.com). rate the seller into its own “shop” a car. You may use Edmunds or This column is to better control overhead or the similar websites to determine a follow up. The seller is viewed as “strong” com- value. Problem is you may be reason I decided to write it this month is petition that the buyer would like surprised that the price you that I read a recent column written by Art to eliminate. In a revenue based Art Stevens arrive at is not the final selling Stevens, APR, Fellow PRSA, and Managing model, the seller’s main function price. Partner of the Stevens Group titled “Value will be to bring in quality business. The When it comes to a PR firm, a Proposition: Are PR Agency Valuations buyer will manage and be responsible for seller may go to a CPA firm to review a long Worth the Time and Money?” It reminded the operating profit. This is a good model list of intangibles, including an analysis of me that Rick Gould, Managing Partner of for a “confident” rainmaker, but has not past and present financials, profitability, Gould+Partners, wrote a piece titled “The been profitable due to poor staffing, lack of and client stability including the caliber of PR M&A Marketplace — What is your PR capital, excessive overhead, losing pitches employees and “goodwill.” According to Art Firm Worth?” Finally, Al Croft also dis- due to being too small, etc. Stevens, the fee for this service can range cussed this subject in his book “Managing a When I’m asked by a firm what I feel from $7,000 to $12,000, sometimes more! Public Relations Firm for Growth and Prof- the agency may be worth, I generally use (According to Gould, the fee for a valuation itability.” as a benchmark a multiple of profitability. should range from $3,500 to $5,000 unless For the record, I consider Rick and Art my Therefore, assume a $4 million firm has there are extraordinary circumstances. Bot- friends (Al Croft is no longer with us), and 20% profitability (EBITDA: earnings before tom line is, get a fee quote from more than my purpose is not to arbitrate their different interest, taxes, depreciation/amortization), one appraiser.) points of view, but to give you information the possible transaction price may approx- Art asks the question: How “valuable” is to make your own decisions that will allow imate $4.0 million more or less using a five this written valuation? Valuation in hand you to better navigate the merger and acqui- multiple but subject to my prior discussion the seller decides to test the waters of the sition waters with confidence. on term sheets (note: this came out to one PR marketplace. Assuming the CPA firm Rick Gould times revenue, coincidentally). Depending valuation is $3.5 million; the seller goes to According to Rick, valuing a PR firm is on the seller firm, the seller may get 20% his/her employees and offers to sell at this a complex process. It takes financial ex- to 35% down at closing with the balance price. Not having the resources to purchase, pertise, knowledge of the M&A paid over four or five years based the employees offer $2 million to be paid marketplace and how buyers on performance — an “earn-out.” over 20 years. The seller declines because create offers/term sheets. These According to Rick, often a sliding valuation in hand states he or she should term sheets can include the fol- scale is created, where the multi- get $3.5 million. lowing factors: ple may be less or more if certain Turning to the marketplace one buyer of- Adjusted operating profit for goals are met regarding top and fers $2.8 million over three years. The seller the past three full years plus cur- bottom line growth. An earn-out then tells the buyer he has a valuation of rent interim period operating can be described as a deferral por- $3.5 million. The seller’s response is that profits. tion of the purchase price which is his/her advisors disagree! Net Revenue (fees plus mark- conditional on the seller’s achieve- Does the seller say I cannot accept $4.0 ups) growth for the same peri- Rick Gould ment of predetermined opera- million because my firm is only worth ods. tional or financial goals within a $3.5 million (I know you know the answer Net worth of the firm. specified time frame. here!)? Like a television series, the answer, Working capital (current assets less cur- Will the revenue method overtake the and more, will come next month! 

www.ODwyERPR.COM | MARCH 2015 37 OPINION Guest Column Lawyers belong on crisis teams

By Arthur Solomon the inability of crisis specialists to stem bad tions. PR people should welcome lawyers R crisis specialists, the self-anointed press is MSNBC’s revisiting the BP Gulf oil in crisis situations. That’s because top client Merlins of our business, and their spill once again, proving the axiom that management is much closer to their legal Pcommon antagonists, lawyers, have only the media can decide when to stop staff than to PR agency personnel. had a few exceptionally busy years protect- negative press. In its attempt to cast their In my opinion, the client’s legal staff ing their clients. magical spell on clients, many crisis pros should also review every step that PR peo- The PR side has often blamed lawyers feel only they have the answers on how to ple want to take during a crisis. Before for watering down handle a PR crisis. preparing statements for media release, PR good crisis strat- While techniques have changed, one ten- people should have them cleared, but not egy. But if ever a et of crisis PR is still constantly echoed: dictated, by the client’s attorney. company need- don’t let lawyers ruin your crisis commu- Too often the PR crisis team’s initial im- ed law advice it is nication efforts. I’ve long been an outlier pulse is to distribute a client message ASAP GM, which despite on the subject of lawyers being an integral before all the facts are analyzed. That’s a its PR efforts to element of crisis PR situations. That’s be- deficient plan that can create more harm reposition itself, cause I’ve always believed that despite the and media distrust as new details about the still receives nega- best PR crisis communications efforts, problem emerges. tive news coverage negative coverage will continue until the Lawyers should play an important role when attempting media turns to other subjects. in constructing and controlling the strategy Arthus Solomon was to show its good And more important than gaining some of a PR crisis team and decide what, when a Senior VP at Bu- side. And the positive coverage for clients under duress and how information to the media will be ron-Marsteller. He con- banking industry is to make certain that nothing is done to released. tributes to PR and sports Advice from lawyers in big-ticket PR cri- business publications, is only a step be- place them in deeper legal trouble. That’s and is on the Seoul hind the once cele- where lawyers come in. They, better than ses can’t prevent the flow of negative arti- Peace Prize nominating brated automaker. PR people, understand the legal traps. cles, but neither can the PR crisis team. But committee. Also, showing Some are also proficient in communica- lawyer’s advice may prevent new legal issues for the client by making certain that law- yer-client privilege is not damaged. Perhaps the most important role that a crisis PR team can play is to help a client craft a boilerplate statement that sounds caring and newsy, make certain that all comments from company officials are cleared internally before being issued, de- cide when announcements should be made and who should make them, filter media requests to make certain they reach the proper spokesperson(s), identify key allies and seek their support, know which media will be fair and which to avoid, be able to craft a fast response to media reports con- taining inaccurate information and to cre- ate a pro-active PR campaign that can be implemented immediately after the media decides the bad news story isn’t worthy of further 24/7 coverage. It’s also important that a savvy PR account group should be aware of a client’s soft un- derbelly prior to crafting a crisis plan. Cor- porate attorneys can identify past problems that might again gain the media’s attention when preparing a crisis plan. Have lawyers helped troubled companies from worsening their legal problems? I’m sure some have and some haven’t. But it of- ten comes down to what’s more important: getting good press for a client or preventing a client from digging a deeper legal hole for itself. To me, the answer is a no-brainer: lawyers should be active partners in crafting aspects of PR crisis plans. 

38 MARCH 2015 | www.ODwyERPR.COM wASHINGTON REPORT Pentagon considers replacing Spokesman with civilian ewly minted US Secretary of Defense Ash Carter is mull- ing whether to install a civilian spokesman to replace the Ndeparting Rear Adm. John Kirby, who has been the uni- form-clad PR face of the Pentagon since late 2013. The well-respected, 28-year Navy vet Kirby, who is staying on for a few weeks in a transition period, said in his Feb. 18 press briefing that Carter has not yet made a decision about his replacement as press secretary but wants to “revisit the role of spokesman here” and consider “whether it’s appropriate or not to have a uniform up here.” Asked by the press corps whether it has been uncomfortable to wear a uniform and speak for White House military policies, Kir- es the Natalie M. LaPrade Medical Marijuana Commission, named by said it wasn’t a big issue. “It hasn’t — it just hasn’t been a big after the mother of a state legislator. An RFP released today calls for problem for me,” he said. “And I don’t know whether that’s because a year-long, $25,000 communications strategy contract overseen by of my experience here in the Pentagon, or whether it’s because that MMC Executive Director Hannah Byron. I’ve known all of you for so long and you know where I can’t go, I Maryland will charge license fees to 15 growers ($125,000 each) think it’s probably a combination of that.” and an unspecified number of marijuana dispensaries ($40,000 The New York Times, citing unnamed administration officials, each), among the highest such fees in the nation to make the pro-  said Carter wants a civilian in the chief Spokesman role. gram self-funding. The commission will seek a PR advisor to inform and educate the Ex-White House Spokesman public about medical pot, keep stakeholders like growers, dispen- Carney joins Amazon saries and doctors in the loop, and develop an overall PR plan.  ormer White House Spokesman Jay Carney has joined Waxman joins son in PR Amazon as Senior VP to head its newly former Global Cor- Fporate Affairs department. etired Rep. Henry Waxman, who stepped down after 40 years The one-time Time journalist joined Barack Obama’s team as as a prominent liberal voice in Congress in 2015, has joined Press Secretary in 2011, taking over for Robert Gibbs. He exited Rhis son’s PR firm, Waxman Strategies, as the White House in June. Chairman. Carney, who was doing political analysis for CNN, reports to PR veteran Michael Waxman opened Wax- CEO Jeff Bezos. He’ll spit time between Amazon’s Seattle head- man Strategies in 2013 after senior stints at quarters and Washington. Hyde Park Communications and Fenton. Pre- Carney also served as VP Joe Biden’s Spokesperson.  vious stints included Charter Communications, FleishmanHillard and Falcon Cable TV. Waxman Strategies, which has four key staff- Sitrick reps BOA mediator ers, has worked for veterans advocacy group Waxman itrick and Company is representing mediator Eric Green as DAV, Immigrant Legal Resource Center, accounting firm Baker he serves as the independent monitor of $7 billion of Bank Tilly and financial transaction technology company UC Group. Sof America’s $16.65 billion Justice Department settlement to Legal Times reported that Waxman had shopped his services to K aid struggling homeowners. Street law firms but balked at work that would contradict his career Green, who mediated the Microsoft-Justice Dept. anti-trust deal as a progressive. That publication noted “Waxman’s resume read in 2001, released an initial report this week, noting BOA has for- like a hit list of corporate America.”  given about $12 million in mortgage principal from 100 underwa- ter homeowners, worth a credit of about $9 million against BOA’s Psaki returns to White House $7 billion consumer relief tab. He called his initial examination a “test drive.” en Psaki is the new White House press secretary, replacing New York-based Thomas Mulligan and Angela Pruitt of Strick Jenifer Palmieri, who is expected to spokesperson for Hillary rep Green on the PR front. Green is a principal of Boston media- JClinton’s presidential campaign, effective tion firm Resolutions LLC. April 1. BOA has until Aug. 31, 2018 to provide the $7 billion in relief She had been State Dept. spokesperson and via loan modifications, new loans to low and moderate-income traveled to more than 50 countries with Secre- borrowers, and donations to community reinvestment efforts, tary John Kerry. among other avenues.  President Obama said in a statement that he fully trusts Psaki and is thrilled she’s back on his team. Psaki Maryland eyes medical pot PR She handled PR for both of his presidential aryland’s medical marijuana commission is calling for runs. proposals from PR firms to educate the public and key Before Obama, Psaki was Communications Director for Con- Mplayers as the state prepares to open the industry by 2016. gressman Joe Crowley and Regional Spokesperson for the Demo- The Old Line State’s Dept. of Health and Mental Hygiene hous- cratic Congressional Campaign. 

40 MARCH 2015 | www.ODwyERPR.COM International PR News FTI aids rice exporter Amira Controversial Ecuador filing over “fraud” report amended by MCSquared

mira Nature Foods, the 100-year-old, Dubai-based packaged CSquared PR amended its federal lobbying February 23 rice exporter, is relying on FTI Consulting as it reels from a to say work for Ecuador to highlight environmental dam- Adamaging report by Prescience Point Research Group alleg- Mage caused by Texaco, which was acquired by Chevron, ing phony revenue and export figures. included efforts to counter Chevron’s “PR strategy to harm the The Prescience Point report has sparked a shareholder class ac- reputation of Ecuador.” tion and plummeting stock price. Amira on February 10 blasted The Brooklyn-based firm also disclosed additional fees of $3.6 the research report as containing “false, factually inaccurate and million for non-registrable activities connected to the global PR fictional content obtained from previously released false state- campaign. ments, that have been repacked and distributed with malafide in- MCSquared in June disclosed it had been hired at $6.4 million tention.” The company said it intends to “pursue this matter legally.” for the one-year PR campaign to bolster Ecuador’s image in the Prescient Point’s 40-page report, titled “Fraudcap Redux,” dubs U.S. and Europe. The country has been waging an epic legal strug- the company a “collection of lies with leverage on top.” The report gle with Chevron over a $9 billion-plus pollution lawsuit. alleges Amira “fabricated” its financials and overstated its Basmati MCSquared says it visited more than 90 contaminated sites; in- rice sales. vited celebrities and international personalities to Ecuador and FTI Managing Director Steven Balet is advising Amira on the PR handled trip support (logistics, security, ground/air transporta- front during the crisis. tion, catering); arranged press conferences; promoted tourism; Amira went public in October 2012 on the New York Stock Ex- prepared video reports in Ecuador, U.S., Central/South America change, and the shareholder suit filed in February alleges the com- and Europe; bought advertising, and monitored media. pany inflated its revenue to boost that stock offering. Revenue for The firm also arranged the visit of Guillaume Long, Ecuador’s the year ending March 31, 2014 were up 32.3% to $547.3 million. Minister of Knowledge and Human Talent, to New School Uni- Shares of the company are trading around a 52-week low of $9 in versity in New York City. the wake of the Prescient report. McSquared, which is owned by Ecuador-born Maria del Car- Oppenheimer, which started coverage of Amira in January, said men Garay, denies lobbying U.S. government officials, but says it after the Prescient report that the fallen share price undervalues the engaged in political activity by doing media outreach in connec- company and backed its shares as a long-term investment.  tion to President Rafael Correa’s trip to the U.S. in April. 

FARA News  NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Gallagher Group LLC, Alexandria, VA, registered Feb. 12, 2015 for Embassy of the State of Qatar (through Portland PR, Inc.), Washington, D.C., to advise, assist and represent the Embassy of the State of Qatar on U.S. government relations and lobbying efforts, including organizing and conducting meetings with U.S. government officials as needed.

TwinLogic Strategies, LLP, Washington, D.C., registered Feb. 8, 2015 for Embassy of the Republic of Korea, Washington, D.C., for setting up meet- ings and communicating policy positions with members of Congress, their staff and administration officials on immigration and visa policy issues.

Podesta Group, Inc., Washington, D.C., registered Feb. 10, 2015 for Republic of Kenya, Nairobi, Kenya, to provide strategic counsel on strengthening the principal’s ties to the U.S. government and Institutions. Will also assist in communicating priority issues In the U.S.-Kenya bilateral relationship to relevant U.S. audiences, including the U.S. Congress, executive branch, media, and policy community. Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Brand Law Group, Washington, D.C., registered Feb. 20, 2015 for Minor League Baseball (“MiLB”), St. Petersburg, FL, for labor issues.

Capitol Knowledge, LLC, Washington D.C., registered Feb. 20, 2015 for National Down Syndrome Society, Washington, D.C., to support biomedical research related to Down syndrome.

Hettinger Strategy Group LLC, Potomac Falls, VA, registered Feb. 20, 2015 for Adobe Systems Incorporated, San Jose, CA, regarding federal IT acquisition policy, issues related to digital government, and to market Adobe solutions to federal agencies.

Crossroads Strategies, LLC, Washington, D.C., registered Feb. 19, 2015 for Koch Companies Public Sector LLC, Wichita, KS, regarding issues re- lated to derivative regulation.

Capitol Counsel LLC, Washington, D.C., registered Feb. 18, 2015 for AT&T Services, Inc., Washington, D.C., regarding general telecommunication issues.

www.ODwyERPR.COM | MARCH 2015 41