Communications & New Media March 2018 II Vol. 32 No. 3

The food issue

March 2018 | www.odwyerpr.com

Vol. 32. No. 3 March 2018

EDITORIAL PR REVENUES SLIP FOR Why the gun debate is different CONGLOMS IN Q4 this time. PR revenues were down for Inter- 6 16 public, WPP, Omnicom and Publi- TRUMP SUPPORTERS cis Groupe at the end of last year. SHARE MOST FAKE NEWS 22 A study says supporters of the SECURING COVERAGE president are the group most likely 8 IN A CROWDED SPACE to share junk news stories. How to increase high-exposure 18 media coverage for new food and beverage products. TV ADVERTISEMENTS REIGN SUPREME TV is still the best advertising TASTE, TECH AND THE medium, a new survey finds. 8 FIGHT FOR MINDSHARE How technology is impacting BRANDS EXPECTED TO 22 both consumer choice and the ACT ON SOCIAL ISSUES foods we eat. 33 WWW.ODWYERPR.COM Reports suggest consumers want 9 companies to take a stand. MAKING SUCCESSFUL Daily, up-to-the-minute PR news FOOD VIDEOS THE CHALLENGES OF Following these steps can help BEING A WOKE DINER 22 you shoot a video that gets your Diners can push restaurants to food client’s message across. give employees a professional 10 and respectful workplace. WHAT’S NEW FOR FOOD & BEVERAGE BRANDS NEW OPTIONS TO CREATE An ever-changing landscape MEANING AND VALUE 23offers communicators a chance Changes in the food, beverage and to up their game. nutrition sector show new ways to 11 connect with an audience. PROFILES OF FOOD & BEVERAGE PR FIRMS BOOSTING TECHNOLOGY AND AUTHENTICITY 24 Food and beverage brands stay 12 RANKINGS OF FOOD & true to authentic values through BEVERAGE PR FIRMS EDITORIAL CALENDAR 2018 vivid, high-tech content. 33 January: Crisis Comms. / Buyer’s Guide SERVING UP VALUE WASHINGTON REPORT February: Environmental & P.A. PR pros must innovate to add March: Food & Beverage value and build relationships with 36 April: Broadcast & Social Media restaurant customers. 14 May: PR Firm Rankings COLUMNS June: Global & Multicultural HUMANITY IN A WORLD PROFESSIONAL DEVELOPMENT July: Travel & Tourism OF ALGORITHMS 34 Fraser Seitel August: Financial/I.R. How to balance a digital-first 15 September: Beauty & Fashion approach with an emphasis on FINANCIAL MANAGEMENT October: Healthcare & Medical personal, human connections. 35 Richard Goldstein November: High-Tech December: Entertainment & Sports

ADVERTISERS 5W Public Relations...... 3 Marketing Maven...... Inside Front Cover Artisan Production House...... 8 Omega World Travel...... 19 Bolt PR...... 17 Padilla/Foodminds...... 20-21 Fineman PR...... 7 Peppercomm...... Back Cover ICR...... 13 RF | Binder...... 5

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 Why the gun debate is different this time here’s an appreciable irony astir among Americans who maintain the belief that we should “drain the swamp” in D.C. of special interests, who also ignore — or even support — a gun EDITOR-IN-CHIEF Tlobby whose largess funds more than half of our state representatives. You can’t treat spe- Jack O’Dwyer cial interests as anathema while ignoring the highly unusual influence the NRA exerts over our [email protected] elected officials without sounding, at the very least, confused in a very deep and fundamental sense. Every few months the script repeats. Another school shooting happens somewhere in Amer- ASSOCIATE PUBLISHER John O’Dwyer ica. Amid cries for change and the same recycled headlines, Congress offers little besides sym- [email protected] pathy card condolences, requisite thoughts and prayers. Sometimes we’re mollified with empty promises; our leaders debate an increase to wait periods, a ban on bump stocks, possibly rising the gun purchasing age. In the end they do nothing and things eventually blow over, business as SENIOR EDITOR usual. This cycle has become another American tradition. Ever wonder why? Jon Gingerich The National Rifle Association, which began as a hobbyist group, is considered one of the [email protected] most powerful lobbying organizations in the U.S., but it’s hardly the most well-heeled. The U.S. Chamber of Commerce, the National Assn. of Realtors, the National Retail Federation and SENIOR EDITOR Kevin McCauley about a dozen others spend far more money on Capitol Hill. Only five percent of the gun-rights [email protected] advocacy group’s funding comes from the firearms industry, with the majority of its financial support originating from small donations. Its annual expenses regularly outpace its revenues. The NRA is powerful because it provides a function for the GOP similar to what labor unions ASSOCIATE EDITOR once gave the Democratic party. Even better than deep coffers, it counts an unusually large Steve Barnes member base — more than five million members — and wields an even larger sphere of influ- [email protected] ence outside of those ranks, the nearly 10 million in the U.S. who own a collective total of nearly CONTRIBUTING EDITORS 300 million guns. President Trump wasn’t wrong when he said during a Feb. 28 televised meet- Fraser Seitel ing with lawmakers that Republicans are “afraid of the NRA.” Aside from being able to deliver Richard Goldstein cash to candidates, it can deliver millions of votes from Americans who take their voting cues from the organization, the same way that many voters who weren’t necessarily union members used to cast ballots to elect pro-union candidates, which is what gave the Democratic Party EDITORIAL ASSISTANTS control of Congress between 1931 and 1995. & RESEARCH So, it’s little wonder why our leaders have repeatedly cowed to the gun lobby’s demands and Jane Landers have refused to budge in any foreseeable way regarding legislation that could anger the private influence to whom they are so deeply beholden. This is the apotheosis of the swamp; just imag- ine the same litany of excuses being used to prevent legislative change every time a domestic John O’Dwyer terrorist attack occurred, or a major health outbreak, or a financial crisis. The greatest barriers Advertising Sales Manager to change we have are the representatives we’ve elected to enact the laws we want. [email protected] Unfortunately for them, it’s become clear that America’s gun debate has been different in the wake of the Parkland, FL shooting than it was after Las Vegas, Orlando, Newtown, Columbine or Virginia Tech. The victims have grown up in a time where everyone’s one click away from O’Dwyer’s is published monthly for $60.00 a year ($7.00 a single issue) by the becoming an activist, and they’ve been emboldened by the recent #MeToo movement, which J.R. O’Dwyer Co., Inc. proved that social media outrage can engender change. The protests currently being held around 271 Madison Ave., #600 the country underscore a change in American attitudes regarding gun control, with 70 percent New York, NY 10016. of U.S. adults now wanting stricter firearms laws, the highest percent in 25 years, according to a (212) 679-2471 Fax: (212) 683-2750. February Politico / Morning Consult poll. Perhaps this is also why another sector has stepped in to take the lead in creating change as © Copyright 2017 J.R. O’Dwyer Co., Inc. government continues to dig in its heels. American corporations are cutting ties with the NRA at a fast clip: insurance giant MetLife recently ended its NRA member discount program, Delta OTHER PUBLICATIONS: and United Airlines announced they were ending their contracts with the association, and car rental companies Avis Budget Group, Hertz, Alamo, Enterprise and National followed suit by www.odwyerpr.com slashing their NRA member discount plans. Even Walmart has joined the fray, raising the age Breaking news, commentary, useful data- bases and more. limit on gun purchases to 21. These entities are hardly civic rights leaders. Many of them support conservative causes and O’Dwyer’s Newsletter have been emboldened by Trump’s pro-business agenda. The private sector is ditching any asso- A four-page weekly with general PR ciation with the NRA because they recognize that boycotts have become a regular part of Amer- news, media appointments and placement ica’s response narrative, and conversely, companies that take stances on social or political issues opportunities. stand to initiate a conversation with customers by offering them the kinds of changes they want. O’Dwyer’s Directory of PR Firms Americans have seen the gun debate play out enough times to know how the sausage gets Listings of more than 1,250 PR firms made in Washington. They recognize the production process behind the machine, see the hands throughout the U.S. and abroad. pulling the strings of legislative theater. The private sector’s response in the wake of the Parkland O’Dwyer’s PR Buyer’s Guide shooting has made it clear that America’s gun debate has shifted, providing a counterbalance Products and services for the PR industry to the inaction in Washington that has hindered any progress on this issue for years. The 200 in 50 categories. million-plus Americans who don’t own guns can convince Congress to follow the free market’s lead. The people have spoken. Companies are listening. Will our leaders do the same? jobs.odwyerpr.com O’Dwyer’s online job center has help — Jon Gingerich wanted ads and hosts resume postings.

6 MARCH 2018 | WWW.ODWYERPR.COM

REPORT Trump supporters share most fake news By Jon Gingerich upporters of President Trump and com, occupydemocrats.com and InfoWars. only one percent of junk news traffic on hard-right conservatives are far more Examining how that content was distrib- Twitter, according to the study. Slikely to share unreliable news items uted across social media, Oxford’s study dis- The study concluded that political po- via social media than any other political covered that sharing “junk” political news larization is driving, and could also be the group in the U.S., according to a new study is a practice uniquely concentrated among result of, social media news consumption published as part of Oxford University’s Trump supporters, with that group and patterns, as “limited overlap” of news sourc- “Computational Propaganda Research “hard conservatives” on Facebook responsi- es existed between content shared by Dem- Project.” ble for sharing more fake news stories than ocrats and Republicans online, with Dem- Oxford’s researchers conducted analysis all other political groups combined. ocrats engaging primarily with mainstream on more than 13,000 “politically active” In its sample of Twitter data, the study media sources and Republicans interacting Twitter users and nearly 48,000 Facebook revealed that 55 percent of all junk news mostly with conservative media groups.  pages in the three months leading up to traffic came from users falling under the Trump’s Jan. 30 State of the Union Address. “Trump support” category. Trump support- Based on the data they sampled, social me- ers on Twitter were responsible for sharing TV ads reign supreme dia users were separated into groups based 95 percent of the study's “junk” stories, with on ideology; categories included “Demo- 96 percent of Trump supporters sharing a By Jon Gingerich cratic Party,” “Republican Party,” “Progres- junk news link via Twitter in the days lead- V advertisements retain a unique val- sive Movement,” “conspiracy,” “resistance,” ing up to the State of the Union. ue for brands’ ability to connect with “hard conservatives” and “Trump support.” On Facebook, 91 percent of the “hard Tconsumers, as most consumers view Researchers also separately identified conservatives” group shared junk news — TV advertisements as memorable and ef- more than 90 media sources providing con- even topping members of the study’s “con- fective, and prefer them over ads seen via tent they described as “junk,” or online pub- spiracy” category — and accounted for 58 different mediums, according to a new sur- lishers that “deliberately publish misleading, percent of all junk news traffic. vey of consumer advertising preferences deceptive or incorrect information purport- By contrast, the “Democratic Party” conducted by Washington, D.C.-based re- ing to be real news about politics, econom- group on Facebook accounted for just 12 search and consulting firm Clutch. ics or culture.” Junk news sources included percent of junk news traffic on Facebook. More than half of respondents polled in both right- and left-leaning sites such as Together, “Democratic Party” and “Pro- the Clutch survey (58 percent) said they Breitbart News, mediaite.com, newsmax. gressive Movement” groups accounted for prefer TV advertisements over any other medium, followed by online ads (13 per- cent), and ads that appear over social media sites and in print (both 11 percent). A majority of consumers polled (65 per- cent) said they could recall TV ads more than any other medium. Most (53 percent) said they prefer ads that are humorous. A similar number (51 percent) said they en- joy ads from brands that appeal to them. Consumers said the primary reason they dislike ads is because they didn’t learn any- thing about the product (51 percent) or that the advertisement in question wasn’t relat- able (48 percent) or was unappealing (46 percent). With digital advertising, by contrast, the survey found Facebook is the most favored platform, preferred by 36 percent. This is followed by banner ads (21 percent), video/ interactive (19 percent) and Google search (nine percent). The survey also discovered that very few consumers like retargeted ad- vertisements (two percent), or ads that use cookie-based technology to reach audienc- es based on sites they’ve recently visited. Males are more likely to enjoy ads featur- ing technology or sports products (both 49 percent), while women are more likely to enjoy ads involving fashion and beauty (69 percent) and travel and leisure (54 percent). Both sexes (88 percent women and 70 per- cent men) agree that food and drink are the preferred advertising category. 

8 MARCH 2018 | WWW.ODWYERPR.COM Consumers expect brands to act on social issues A series of recent reports suggest that Americans want companies and c-suite leaders to take stances on social or political issues, but brands experimenting with corporate advocacy might run as much of a risk alienating consumers as they do increasing engagement. By Jon Gingerich onsumers place high expectations on on the issue of access to education (57 per- ers, depending on the audience. Democrats brands and their corporate leaders cent Republican vs. 77 percent Democrat) are particularly driven to purchase a prod- Cto take a lead in addressing the most other issues, like gun control (60 percent uct or service if a company supports efforts pressing social, environmental and polit- Republican vs. 25 percent Democrat) and to reduce climate change (65 percent), and ical challenges facing the world today. An transgender discrimination (77 percent Re- a similar number (63 percent) said they’re overwhelming majority — 95 percent — of publican vs. 33 percent Democrat) revealed willing to do the same for a company that stakeholders now believe companies have far more polarizing battlegrounds. donates to Planned Parenthood. Repub- the ability to shape a better society, and 88 When it comes to what a company can licans, by contrast, are least likely to pur- percent believe businesses’ resources and do to be a good steward to society, nearly chase from a business that calls President innovations offer vital solutions in solving a third of those polled (29 percent) cited Donald Trump a “racist” (61 percent) or some of society’s greatest problems, ac- good treatment of employees, followed by supports transgender individuals’ use of cording to a six-month corporate advocacy serving customer needs (21 percent), en- the restroom of their choice (57 percent). research project conducted by D.C.-based acting environmentally friendly operations Perfectly illustrating how ideologically communication firm APCO Worldwide. (15 percent) and ethical corporate gover- split the country has become is the audi- APCO’s “Five Acts of Corporate Advo- nance (12 percent). ence divide surrounding the issue of the cacy” report, which explored how corpo- And as it turns out, money can’t buy ev- forthcoming construction of a U.S.-Mexico rate advocacy work influences consumers’ erything when it comes to corporate ad- border wall. While more than a third of all opinions regarding corporate brands and vocacy. More than three-quarters of all consumers (37 percent) said they’d be less their reputations, suggests that corporate respondents (77 percent) said they actually likely to buy from a company if they knew it governance has a clear role in today’s di- have more admiration for a company when supported the construction of the wall, the visive political and social climate. 90 per- it uses its business interests and expertise issue becomes particularly divisive when cent of stakeholders polled said they expect to address a social issue, as opposed to a it’s drawn along partisan lines: 59 percent brands to take a stand on issues affecting company that merely donates money to a of Republicans said they’d be motivated to the world, with 93 percent stating the best worthwhile charity (23 percent). purchase from a company that they knew companies are those that do good for their Political stance drives engagement supported the wall’s construction, while shareholders while also doing good for Americans love it when companies take 61 percent of Democrats said they’d be less society. A similar majority (89 percent) stances on social or political issues, but likely to do so. said they think companies should support brands that throw their hat into the polit- A majority of all respondents (64 percent social issues that are consistent with their ical ring run as much of a risk alienating of Republicans and 53 percent of Demo- business focus and expertise, and 71 per- consumers as they do increasing engage- crats) said they’d be more likely to purchase cent claimed that it’s acceptable for a com- ment, according to a recent survey con- from a company that they knew support- pany to take a stand on a political or social ducted by digital politics and policy outlet ed undefined “religious liberty.” However, issue even when it’s controversial. Morning Consult. stark divisions arise once religious liberty The survey also found that whether con- Morning Consult’s survey, which asked policies are specified, like the issue of sup- sumers identify as Republican or Democrat Americans the extent to which they care porting a contraception mandate. By con- offers a likely predictor regarding what role about a brand’s involvement in social and trast, the greatest unifying action measured they feel is appropriate for companies and political issues, found that a majority of among all consumers involved brands that their CEOs to take on in the course of ad- all consumers (59 percent of Democrats donate to charities benefiting veterans and dressing a social issue. and 55 percent of Republicans) consider military families: 74 percent of consumers On the whole, Republicans are more a company’s stance on a social or political left and right said they’re more likely to buy averse to the idea of companies and their issue important when buying a product or from a company that does so. CEOs stoking controversy: while 81 per- service. And nearly half (49 percent) of all The survey also found that most consum- cent of Democrat respondents believe it’s respondents said they care about donations ers are at least occasionally willing to put acceptable for companies to take a stand made by businesses insofar as going to ideology aside when making a purchase. on a potentially controversial issue, only 56 causes they believe in. More than half of Americans (55 percent, percent of Republican respondents believe Of course, making partisan or controver- including 64 percent of Democrats and 59 this; and while 65 percent of Democrats sial political alliances always runs a great percent of Republicans) said they at least believe it’s important for CEOs to voice deal of risk. Three-tenths of all consumers rarely make purchases from a company strong political opinions, only 47 percent polled said they’ve boycotted a brand or with a political position they disagree with. of Republicans agree. abstained from purchasing a product or Price seems to be a big determining factor The report found that while this dispar- service because of its stance on a political in this: 45 percent said cost was the top ity remained constant across social issues, or social issue, and nearly a third of those reasons why they’ve purchased products it increased markedly depending on the consumers (29 percent) said they’ve done or services from a company with political issue in question. For instance, while Dem- so in the last year. Nearly three-quarters of or social views that conflict with their own, ocrats and Republicans revealed a 20 per- those who have done so (74 percent) said followed by the quality of the product or cent favorability divide regarding whether they continue to boycott that brand. service (45 percent) and convenience (37 it was always okay for CEOs to speak out Some topics make bigger waves than oth- percent). 

WWW.ODWYERPR.COM | MARCH 2018 9 FEATURE The challenge of being a woke diner in 2018 Diners can be agents for change by demanding professional and norities as experts on a topic isn’t unique to food but it is one that can be rectified with respectful environments for those working in the restaurant sector. more commitment and awareness. Female entrepreneurs also note that they don’t have By Melissa Musiker the same access to investor capital or quali- estaurants have recently been drawn have made sustainable nutrition a lifestyle ty employees. Increased validation and cov- into the #MeToo movement’s storm, for many consumers. By giving their busi- erage by media can help level the playing Rwith a regular cadence of public ness to companies that align to their values field and address common stereotypes sur- revelations regarding celebrity chefs and and choosing products that enable them to rounding female leadership. their unsavory back-of-the-house and demonstrate their support of this lifestyle, Readers and eaters need to vote with after-hours behavior. Unless you were the food system has shifted in a meaningful their time and dollars. Impressions, click- connected to the restaurant world, these way. There’s no reason this same feedback throughs and retweets matter to media revelations likely came as a surprise. It’s a loop of business and societal pressure won’t outlets, journalists and advertisers. Read, challenge to reconcile the dissonance be- create similar change again. comment and share articles that give wom- tween the progressive public personas of Transparency and external awareness is en equal play. Eat at restaurants owned the chefs and restaurateurs who promote the catalyst. We remove stigma by moving or helmed by women. their fresh, local, organic, sustainable and this conversation to the public space. De- Treat restaurant staff ethical foods against their offensive — if mand for information is at an all-time high with respect. More fe- not illegal — behavior towards employ- and while this risks devolution into a witch male restaurant workers ees (frequently women, people of color, hunt, those in a position to be impartial have experienced sexual LGBTQ and other vulnerable individuals) brokers of information, notably journal- harassment by custom- entrusted with preparing these carefully ists, need to consider and investigate both ers than co-workers or curated and cared-for foods. The workplace professional leadership and unprofessional managers. If you have challenges in the sector extend beyond ha- behavior as part of the story when writing concerns about the neg- rassment or abuse. Tipped wage has a long, about restaurants, restaurateurs and chefs. ative impact of tipped Melissa Musiker sordid history, and often workplace protec- Eater Editor Amanda Kludt announced in wage, eat at restaurants tions and leave policies don’t apply to many February that it would no longer review or that have eliminated the practice and are restaurant workers. Cultural appropriation promote restaurants affiliated with known known to be struggling to convince the of food traditions is another equally chal- abusers. Admittedly, this is a gray area and public of the value of the change. lenging question to grapple with. presents a host of journalistic dilemmas, In the era of social and digital media, this As a talented, albeit amateur eater, I’ve but it’s likely that others will follow. often-uncomfortable increase in awareness been comparing the current environment ESG factors are a standard part of cor- doesn’t come as a slow, steady trickle but as a with my own professional work focused porate evaluation and can be applied to torrent of bad publicity. When this happens, on reputation, issues and influencers in the restaurants. Those evaluating, awarding or it isn’t just that business slows for the own- food space. There’s no consensus amongst ranking restaurants can also consider the ers and chefs; there’s also a decline in tips industry thought leaders regarding the re- professional behavior of leadership, policy and job security for staff, many of whom sponsibility of food journalists, restaurant decisions and business practices alongside have already been victimized. Remedia- critics, rating groups like Michelin and Za- food quality and diner experience. Exam- tion, addressing toxic culture and changes gat and rankings like The Worlds 50 Best ples of awards and rankings considering in leadership are critical internal steps to to consider workplace culture or Corporate these factors abound. This should start as be externally communicated. Once these Social Responsibility alongside décor, hos- a reward for those who are doing it best or steps have been taken, diners and reviewers pitality, service and food. As this group ac- breaking new ground. As with many chang- need to return, or we risk creating scenari- tively debates these questions in traditional es in corporate practice, what begins as CSR os where there are no benefits to those who and social media, I’ve been surprised how amongst the most progressive and sophisti- come forward or make difficult changes. little has been said about the responsibili- cated in the industry, over time evolves into There’s no straightforward pathway to ty of diners to demand professional and industry standard. Danny Meyer of Union shift cultural norms. A new generation respectful work environments for those Square Hospitality group has been recog- of restaurant industry leaders and eaters, working and making careers in the sector. nized as a leader in this area by eliminating much like their peers in other sectors, come This new-found public awareness pres- tipping and offering paid parental leave to to this topic with a lower level of tolerance ents a dilemma to the woke diner: How is full time employees. Others can and should for bad behavior and higher expectations one to know which chefs and restaurateurs receive similar positive recognition. The for workplace professionalism and egalitar- are the “good guys” and which are the “bad James Beard Foundation has already asked ianism. This is a good thing. My prediction guys”? And once I know who the “good its voters to focus on professionals who is that in five years, we’ll be having a very guys” and “bad guys” are, how do I use that should be held up as “role models” and not different conversation. information to make choices? What can I nominate those where a voter might have Melissa Musiker, MPP, RD, is Senior Di- do as an eater to be an agent for change? concerns about behavior or culture. rector of APCO Worldwide based in New Change comes when all parties involved More must be done to promote and sup- York City. She leads the agency’s influencer demand it. Over the past ten years, there’s port female chefs. Chef Amanda Cohen of engagement and is also the creator of AP- been a wave of influencers and policymak- Dirty Candy said it succinctly in a recent CO’s propriety Telescope model for influenc- ers publicly challenging the status quo of essay for Esquire: “I’ve worked in food for er mapping and engagement. In addition to the U.S. food system. As a result, expecta- 20 years. Now you finally care about female her role leading influencer engagement, her tions of transparency and the trend of mak- chefs?” The problem of disproportional day-to-day client work is focused on food, ing values-driven food and dining choices under-representation of women and mi- nutrition, health and wellbeing. 

10 MARCH 2018 | WWW.ODWYERPR.COM New opportunities for creating meaning and value Several factors are currently driving big changes in the food, beverage and nutrition sector, presenting new opportunities for the industry to create meaningful and valuable connections with tomorrow’s consumer today. By Laura Cubillos f you work in the food, beverage and nu- Product development, rebranding, refor- limits environmental impacts. Research trition sector, chances are you’re busy. mulation and repositioning is going on at in this area has exploded in recent years, IRapidly changing consumer values, big an unprecedented pace. Large companies and there is a growing dialogue in global changes in food and nutrition policy, and that once took months or years to reformu- public health communities, on the need to data-driven insights are working together late or develop new products are changing better understand the convergence of nu- to drive major change in every single part their ways to do this work at a much faster trition and sustainability. The conversation of the food and beverage industry. Today, pace. They are also buying more up-and- centers around the need for the most nu- there is no status quo. And hopefully, like coming brands and products that align tritious foods to be grown in the most sus- me, you’re more excited than ever about with consumers wants, needs and — vitally tainable ways possible, to feed the world’s what that means, the possibilities and what important — their food values. growing population in you can do about it. Savvy brands are eager to learn as much the future. We’re seeing several incredible opportu- as they can about the changing food and While some groups nities for the industry to make products nutrition landscape and consumer values. have been championing and brands more meaningful and valuable Fortunately, they have better analytical the importance of look- in the coming years. I’ll highlight two espe- tools and more data-driven insights at their ing at sustainability and cially exciting areas where we’ve invested in disposal than ever, including FoodMinds’ nutrition together for building deep knowledge: food values and Food Values Factor Analysis. As we sought years, it has certainly sustainable nutrition. to understand the implications of chang- not been a mainstream Food values ing food values, we created a framework conversation. However, Have you ever sized up someone from for consumers’ converging and diverg- climate change — and Laura Cubillos the contents of their shopping cart? Most ing values around food and drink: a lens value-driven consum- people have. A bag of chips is more than through which we could identify and ana- ers — are changing that. a bag of chips; it’s a reflection of that per- lyze the factors impacting these values. The Thinkers and leaders in public health, ag- son’s food values and an expression of framework we developed considers several riculture, nutrition research and the food personal identity. Food values are derived interrelated social, political, regulatory, ag- industry have initiated conversations and from our core values. They reflect our gen- ricultural and technological factors, that projects around sustainable nutrition. In der, life stage and experiences, education, are changing the way food is produced, fact, the 2015 Dietary Guidelines Adviso- income, geographic location and culture. distributed, marketed, regulated, sold and ry Committee advocated for inclusion of They evolve and are shaped by changes in consumed. It provides fundamental con- guidance on sustainable diets in the Di- society, politics, regulations, agriculture, text and perspective that effectively elicits etary Guidelines for Americans. Although and technology. And of course, food values more meaningful insights into the diver- it didn’t make it into the policy document, represent intensely personal preferences sity, interconnectivity and depth of con- we expect the issue to be addressed in some and beliefs — they’re emotional. Ask some- sumer food values today. It also provides a way, somehow, even if outside of the DGA one what they think about a certain food or pathway for applying those values to prod- process. beverage or way of eating and you’re likely ucts and brands. With consumers changing their food to get a passionate point of view. The foods and beverages you see today values, where sustainability was once one As “what consumers value” changes, it are a social and cultural commentary. They conversation and nutrition another conver- drives changes in the food system. These tell the story of how consumer values are sation, they are becoming the same conver- values, and our understanding of them, driving change in the food system. In the sation. have moved well beyond just taste, cost coming years, we expect the story will con- That means there is an opportunity for and price. They are impacting the way food tinue to be action-packed. food and beverage companies and brands is grown, how it’s produced and consumed Sustainable nutrition to do something with sustainable nutrition. and every step in between. More consum- As we look at the direction of social com- But getting it right is essential. It’s critical ers want to know exactly what’s in their mentary and consumers’ changing food that companies take both a science- and food and where it comes from. They want values, we see a clear interrelationship be- fact-based approach to the sustainable nu- to know where it was grown, who pro- tween values and sustainable nutrition. trition conversation, and they take time to duced it and how, and who touched it be- Climate change is a huge topic. Within it, think about their sustainability and nutri- fore it arrived in their home — and they’re sustainable food systems have been identi- tion work together. driving extreme transparency in the food fied as a priority in the U.S. and around the While changing the food system will system. Technology is helping fuel a faster world. This conversation has been mostly take time, consumers can change their cycle of change than the industry has ever focused on addressing the food systems minds overnight. Considering the pace of experienced, and there are no signs of it impact on the environment. consumer-driven change, the competitive letting up any time soon. Together, these A growing area of interest within this advantage of the future will go to the com- influences are creating an incredibly dy- larger movement is sustainable and nu- panies who put food values top-of-mind namic and competitive landscape, causing tritious food systems — essentially, pro- today. companies to rethink and rework the way ducing nutrient-rich, safe, affordable and Laura Cubillos, RD, is FoodMinds Found- they do business. culturally acceptable foods in a way that er and Executive Vice President of Padilla. 

WWW.ODWYERPR.COM | MARCH 2018 11 FEATURE As food goes high tech, U.S. brands boost authenticity

Today’s food and beverage brands are staying true to their authentic values while creating higher tech, vivid content that can be easily shared by a diverse and specialized cast of influencers. By Lorna Bush oday’s U.S. food and beverage brands According to Public Relations Senior comes from and how it is made,” said Ira literally have the world at their fin- Manager, Justin Drake, Dunkin’ Donuts Brill, Foster Farms’ Director of Commu- Tgertips when it comes to product maintains its focus on fast, friendly service nications. “Our commitment to product sourcing, consumer reach and public while delivering innovations that today’s quality is at the heart of authenticity, and engagement. As the business of food be- consumer expects from sophisticated food Foster Farms as one of the west’s true au- comes more complex geographically, the brands: thentic brands — having been founded in challenge to maintain authentic and true to “As Dunkin’ Donuts continues to grow 1939 on the values of locally grown, and core brand values can be a challenge. How and evolve, remaining authentic to the core continuing as a family owned company to- are today’s food and beverage brands em- of our brand is very important. Dunkin’ day — has continuously bracing opportunities for growth and tech- Donuts was founded as a brand offering evolved to include dig- nological innovation, while continuing to high-quality coffee and baked goods to our ital and social media deliver an authentic brand experience? guests, all served with fast, friendly service tools to enhance our In recent conversations with our agency’s and at a great value, and we remain true to consumer engagement clients, more food and beverage communi- this mission to this day.” and contribute sub- cators are embracing artificial intelligence “We’ve expanded our coffee and espres- stantively to consumer technology, specialized influencer market- so menu in recent years to include options conversation. From en- ing and increasingly sophisticated social like Cold Brew, Rainforest Alliance Certi- gaging influencer pro- media content to increase brand authen- fied Dark Roast Coffee, and Macchiatos. grams, to enticing rec- ticity and improve the overall consumer These menu additions remain true to our ipes and social media Lorna Bush experience. 68-year heritage as a coffee company, while content, Foster Farms Artificial intelligence? Wine not? also staying on trend in terms of what aims to be a part of the discussion at every For many food and beverage artisans, the ­customers are looking for today from a touchpoint.” environment in which a product is grown coffee brand. We’ve launched On-the-Go Building authenticity with influencers or made is a vital part of the overall prod- Mobile Ordering for DD Perks members Social marketing strategists at Collective- uct experience. Quintessa is a renowned through the Dunkin’ Donuts mobile app, ly understand how deeply consumer brands 280-acre wine estate in Rutherford, one of where guests can place their order in ad- and consumers value authenticity. Napa Valley’s most distinctive properties, vance and then speed past the line in-store “Influencer marketing works best when with five soil types, hills, valleys, a lake and to pick-up their order. This innovation re- creators are empowered to make decisions a river. The diverse estate inspires the im- mains true to our mission of offering fast about how best to present a brand story to pressive wines for which it is known. service and unparalleled convenience to their audiences, said Natalie Silverstein, “At Quintessa, our strongest asset and our guests.” Collectively Vice President of Brand, Mar- differentiator is the world-class estate from Community giving is a core value for keting and Culture. “Creators are truly the which we source our wine,” said Leslie Dunkin’ Donuts that empowers franchisees experts in understanding what resonates Sullivan, DWS, Napa Estates Director of around the world to give back and strength- with the people they're in dialogue with ev- Huneeus Vintners, who manages commu- en their own communities: ery day. Authenticity shines through when nications for Quintessa. “For those con- Continued Drake, “At Dunkin’, we feel an influencer actually believes in the prod- sumers and trade who are able to visit the fortunate that our restaurants are part of uct and has integrated it into their content estate, we are able to build ambassadors; the fabric of so many communities and in a way that feels almost effortless.” however, our reach is limited. As a result, neighborhoods around the globe, and our “For our food and beverage clients, we're we’ve begun to better utilize technology to franchisees value the role they can play bringing opportunities to a wider set of connect with our consumers and trade. For in strengthening their communities. Our creators beyond the more expected food instance, we’ve used video, drone footage, franchisees donate millions of dollars an- and cooking influencers — lifestyle, health 360 video and virtual reality to allow our nually to local non-profits. Additionally, and wellness, parenting, photography, and consumers and trade to engage with our our organization collectively supports our m ore .” property. While nothing compares to the national foundation, The Joy in Childhood Silverstein agrees authenticity is a higher full sensory experience of enjoying a glass Foundation, which is dedicated to bringing priority now for food and beverage brands: of Quintessa at the estate, we are able to bet- joy to sick and hungry children.” “‘Authenticity’ has been the most-used ter express and share what Quintessa is all Consumers seek, expect info online buzzword of the industry for quite some a b out .” For family-owned poultry producer Fos- time, and it continues to be a key goal for Community, convenience, quality ter Farms, a robust social media presence most brands. We believe this is a direct re- With a 68-year heritage and nearly 12,000 is required to address the questions and sult of the broader cultural transformation locations worldwide, Dunkin’ Donuts con- provide the reassurance that consumers ac- around trust in institutions and other tra- tinues to evolve while keeping its focus on tively seek. ditional gatekeepers of information.” fast, friendly service and community in- “Increasingly consumers are asking more Lorna Bush is Senior Vice President of volvement. and more questions about where their food Fineman PR in San Francisco. 

12 MARCH 2018 | WWW.ODWYERPR.COM

FEATURE Serving up value in 2018

Restaurateurs are looking for new ways to attract customers and ployed many of these tactics in the past, it stand out in the marketplace, and just as they seek to provide was how we shaped them in a focused and value to their patrons, PR professionals must similarly challenge hyperlocal way that made all the difference and drove a significant increase in lunch- themselves by adding value in new ways and building long-lasting time traffic to our client. partnerships with clients. Be a true partner By Caroline Callaway and Adrienne Wojtaszek From working long hours and address- ing myriad reviews, to cooking, cleaning s of last year, the restaurant industry selves to constantly bring new ideas to the and ordering ingredients and supplies, we was projected to hit nearly $800 bil- table, provide the full scope of information can only begin to understand the life of a Alion in sales in the U.S., according to needed for the client’s approval and move restaurateur. To be a true partner, we must the National Restaurant Association. With on it quickly. In this way, we’re maximizing understand our client’s business and do more than a million restaurant locations every interaction to keep up with the cli- what we can to make their life easier. After across the country, restaurateurs are con- ent’s everyday pace. all, they have a restaurant to run. stantly working to differentiate themselves, Do something different When scheduling events, we should al- attract new customers and build and main- Every restaurant is unique, so it follows ways step back to under- tain a loyal customer base. Many turn to that every restaurant PR campaign should stand the demands on the help of PR agencies and professionals, be unique. We challenge ourselves to think the kitchen staff. When seeking to increase awareness and reach differently and not simply do what we’ve coordinating a media new audiences. always done. At the start of a partnership, or influencer tasting, Just as restaurateurs are trying to rise we think about what makes this particular we should be aware of above the noise of the market, PR agen- restaurant special. Sure, there are lessons the chef’s and owner’s cies must do the same to attract and retain learned and tried-and-true tactics that we ability to step away and restaurant partners. From lavish grand know will drive results, but it’s how we welcome their guest. opening events and publicity stunts in apply those lessons and customize our ap- For staff members who Times Square to small budget campaigns proach that adds value. haven’t been exposed to Caroline Callaway with single-location restaurants, PR pro- In partnering with a national fast-casu- media or influencers, we fessionals must find ways to maximize the al chain for grand opening campaigns in can take the opportuni- value of everything they do and drive foot multiple markets across the country, we ty to provide some extra traffic to the restaurant. applied what we already knew about the guidance and training. Know the value of communication brand but then approached each restaurant For the CEO of a In all communication, we want to share as an individual client. We evaluated what fast-growing restaurant not only what the client needs to know, was unique about each specific location. chain, we scheduled but also anticipate future needs, and hence We researched each neighborhood to un- deskside interviews deliver more value. What’s going on in the derstand what those communities really with the editors of top industry, and in the world, and what impact care about and, from there, identified po- outlets. We coordinated might that have on the client? What are tential local partners and cross-promotion- the interviews and de- Adrienne competitors doing and how does that affect al opportunities. If the brand didn’t already livered the day’s sched- Wojtaszek this client? have a presence in a particular market, ule and interview prep We challenge ourselves to provide added we approached the campaign in a slightly sheets to the client. Then we stepped back value in every client communication. Just different way to educate the public about and evaluated how we could make our cli- a small example, but when sending press the brand in addition to raising awareness ent’s life a little easier. How could we add clips, we include the outlet’s social media for their new location. We couldn’t rely on more value? That’s when we insisted on handle for easy cross-promotion on the what we’d always done; each restaurant de- picking the client up at the train station that client’s owned social networks and relevant served its own strategy and plan focused morning and driving him to each appoint- hashtags to include. When creating prep on what would drive results for that par- ment. The value was in allowing the client sheets for media interviews or influencer ticular location. to completely focus on his interviews and tastings, we include a photo of the contact, a When we partnered with a small, sin- not spend a moment worrying about the description of their work and links to prior gle-location restaurant, we heard the own- logistics and opening an app to line up his posts or articles so the client can familiarize er’s concern about lacking lunchtime sales next ride. He nailed those interviews and themselves with the reporter or influencer despite being in a busy, walkable downtown we’ve had an amazing relationship that’s and know what to expect. In something as location. We immediately tapped into the lasted for years. simple as sending an email to acknowledge community in a hyperlocal and meaningful The opportunity receipt of a deliverable, we include context way, reaching out to local event organizers In everything we do on behalf of our on how we’ll leverage this information or and influential local businesspeople, such restaurant clients, we can’t just go through asset in our overall strategy. as realtors, bankers and consultants, to of- the motions; we must be prepared to do The value isn’t only in the communication fer promotions and referral opportunities. the heavy lifting. No matter how well we itself, but when and how it’s communicat- We layered our traditional media relations communicate our ideas, or just how bril- ed. We have to keep in mind how quickly strategy with influencer outreach, corpo- liant they might be, ideas mean nothing if things move in the restaurant world, so we rate partnerships, nonprofit partnerships, not executed in a thoughtful and proactive challenge ourselves to be incredibly respon- social media marketing and grassroots sive to our clients’ needs. We challenge our- community relations. While we had em- _ Continued on next page

14 MARCH 2018 | WWW.ODWYERPR.COM Humanity in a world of algorithms Technology is just another means for maintaining personal, human connections. Here’s how we can balance these experiences with the digital-first approach that today’s fast-paced food and beverage environment demands. By Jason Stemm t was 2006. MySpace was the most pop- conversation for many people that is con- tives in the marketplace. Others are focused ular website, the Flip camera was the lat- nected to health, happiness, experienc- on removing ingredients and processes of Iest technology, and the iPhone was still a es and memories. This is likely why NPD which consumers are becoming more skep- year away. I pitched the brand manager of research shows that while food, and per- tical. Their offerings go a boxed rice and noodle product an online ishables in particular, is seeing gains in beyond taste, price and video contest. Little did we know, a major e-commerce, it still trails nearly every other convenience and strike chip brand was crowdsourcing its Super category. They do expect this to catch up as an emotional chord Bowl ad. He was skeptical, but the CEO en- new players emerge, and traditional players with customers. tered the meeting and recounted a recent evolve to turn their expansive real estate E-commerce, sub- introduction to YouTube by his teenage into miniature distribution centers to solve scription marketing children. He recognized the powerful way that last mile challenge for food delivery. and expanding chan- they connected with videos, and he greenlit The customer journey also is evolving, nels are not only chang- the project. which means our touchpoints as com- ing the way we do busi- We have all read about and experienced municators are changing. Awareness and ness, but also the way Jason Stemm the rapidly evolving communication space. research are happening through social we connect with stake- While there are still generational differ- channels and online. The point of sale can holders. For food products, that can mean ences, more people are putting down a be anywhere. For food marketers, what it a digital-first approach, while not forget- newspaper and picking up a smartphone. really comes down to is convenience, expe- ting the importance of the experience. Peo- Once connected, we are likely filtering the rience and connection. ple love to talk about food, ask questions of information through a few social networks, It starts with the individual. Rather than others, get recommendations from peers websites and news aggregators. Major me- targeting a demographic, we are looking for and experts, and discover new products dia outlets are taking a “digital first” ap- a type, a personality. Identifying the com- and flavors. These conversations used to proach as they see the growth of inbound monalities that consumers share gives us largely take place in stores and restaurants. traffic through social channels. Further, better opportunities to meet them in the Now someone may order directly from a Google and Facebook alone account for right place, at the right time, with the right recipe they discover online with one click nearly three quarters of digital advertis- message. and never enter the establishment. They ing and even a greater percentage of the The greatest challenge for professional may order lunch from a “restaurant” that growth. Advanced algorithms and retarget- communicators today is the battle for time. doesn’t have a storefront. ing are impacting the types and variety of With increasing noise and decreasing at- Food is full of personal and shared expe- information we consume. tention spans, we should not be surprised riences and memories. While technology What has been lost in this increasingly at the prevalence of memes and click bait. use is increasing as retailers solve the last programmatic world is the human touch. Infographics and listicles are great ways to mile challenge, there is a consumer expe- Technology is the interface. When we talk package and deliver information, but if you rience that brick and mortar retailers still about a digital first approach, it is about are not telling a compelling story, it is little have the opportunity to leverage. This is creating experiences and exchanges that better than a poorly written news release. where internal communication and culture are enjoyable, meaningful and personable. The human connection is where the become paramount. Food retail can learn a For example, food is a highly personal magic happens. We can communicate the lot from hospitality when it comes to em- logical benefits (convenience, health) or ployee training. Customers will interact the emotional benefits (joy, altruism), but most with employees on the floor, so invest SERVING UP VALUE IN 2018 when we combine the two into meaningful in them. They have the potential to become _ Continued from page 14 connection, we change hearts and minds. ambassadors and resources that improve Technology is just the medium. Brands the shopping experience. need to rethink this connection and expe- At the end of the day, as technology ad- way. And we must be prepared to adapt our rience. Our food choices and values make vances and strategies are adjusted, the basic tactics rather than doing what we’ve always a statement. Where we shop and eat, the principles remain. Connect with stakehold- done; all the press coverage in the world brands and characteristics we shop for and ers in meaningful ways to tell a better story. doesn’t matter if it’s not driving traffic the foods we choose to serve our family and A table-to-farm approach that starts with through the door, increasing online orders, friends all say something about our values. insight into the consumer and leverages increasing catering business and, ultimate- Challenger brands have had success con- technology to make connections along the ly, increasing food and beverage sales. necting with purpose. While some are be- way will deliver meaningful experiences The need continues to increase for both ing gobbled up by multinationals, there are that nurture advocates to share your story. restaurateurs and PR agencies to differen- many that continue to grow independently. Jason Stemm is Vice President at Padil- tiate themselves. What value are you bring- Their nimbleness and lack of a tried-and- la, where he oversees integrated marketing ing to the table this year? true playbook for marketing have provided campaigns that combine public relations Caroline Callaway is President and Found- flexibility and innovation in product de- and promotion programs, and provides stra- er of Bolt PR, and Adrienne Wojtaszek is velopment and the way they go to market. tegic counsel for companies looking to build Bolt Senior Director of Agency Services.  Many are inspired by the lack of alterna- awareness and grow sales. 

WWW.ODWYERPR.COM | MARCH 2018 15 FEATURE PR revenues slipped across congloms in 2017’s Q4

agencies by Google and Facebook or digital PR/PA revenues were down for Interpublic, WPP and Publicis competition from consultants.” Groupe at the end of last year, while revenues at Omnicom Group’s Sorrell, who on Feb. 27 announced the PR units were flat. consolidation of Burson-Marsteller and By Kevin McCauley Cohn & Wolfe to forge Burson Cohn & IPG reports Q4 growth 21 cents per-share and reauthorized the re- Wolfe, expects “further simplification of our structure” and the “sharing of functions, Interpublic reported 3.4 percent growth in purchase of an additional $300 million in systems and platforms across the group.” Q4 revenues to $2.3 billion and flat net in- stock, moves that Roth said reflected the His goal is to step up the “pace of WPP’s come of $317 million. Organic revenues ad- firm’s “continuing operating success” and development from a group of individual vanced 3.3 percent with 3.7 percent growth confidence in the future. companies to a cohesive global team dedi- in the U.S. and 2.9 percent overseas. WPP PR/PA revenues dipped in late ’17 cated to the core purpose of driving growth IPG CEO Michael Roth said the financial WPP reported that PR/PA revenues for clients.” performance was a “testament to the talent dipped during the second-half of 2017 but Omnicom’s Q4 net slides 27 percent and dedication of our people around the rose 1.7 percent for the full-year to the $1.6 Omnicom Group in February reported world and the work we do to help clients billion mark. a 27.4 percent drop in Q4 net income to win the marketplace.” Revenues (on a constant currency basis) $254.4 million, following a $106.3 million IPG’s constituency management group, slipped 0.9 percent and 0.8 percent in Q3 charge for enactment of the “Tax Cuts and which includes Weber Shandwick, DeVries and Q4, respectively. Jobs Act.” Excluding the charge, net was up Global, Current Marketing and Golin, re- CEO Martin Sorrell said Cohn & Wolfe, 3.0 percent. bounded to grow 2.7 percent to $409 mil- Glover Park, Ogilvy Government Affairs Q4 revenues slipped 1.5 percent to $4.2 lion during the quarter. For the full-year, it and Buchanan “performed particularly billion. Organic growth advanced 1.6 per- was down 2.8 percent to $1.5 billion well” in comparison to Burson-Marsteller, cent, sparked by a robust 8.2 percent across Weber Shandwick CEO Andy Polansky Hill+Knowlton Strategies and Finsbury. Europe. said the PR component of CMG was “slight- WPP enjoyed strong PR/PA growth in North American organic growth fell 0.8 ly down” on both an organic and reported the UK and Middle East during Q4, while percent, while the UK dipped 0.7 percent basis from “single-digit growth” of a year North America and Continental Europe and Latin America slipped 0.3 percent. ago. lagged. OMC’s PR group (Ketchum, Fleishman- Current Marketing was a “stand-out Sorrell summed up 2017 as “not a pretty Hillard, Porter Novelli, Brodeur Partners, performer,” while DeVries posted “sol- year.” He said the major factors influenc- Kreab, Cone Communications) showed 1.1 id growth,” according to Polansky. Weber ing WPP’s lackluster financial performance percent growth during the quarter to $362.8 Shandwick and Golin are well-positioned “were probably the long-term impact of million. for growth this year. “We’re getting positive technological disruption and more the The PR units chalked up flat revenues of vibes as clients are becoming more positive short-term focus of zero-based budgeters, $1.4 billion for the full year. about the outlook for 2018,” said Polansky. activist investors and private equity than, we OMC’s stock is down eight percent to IPG bolstered its dividend 17 percent to believe, the suggested disintermediation of $76.16 on the earnings news. Publicis’ Q4 revenues slip 3 percent Salaries up in PR industry, bonuses down Publicis Groupe reported a 3.1 percent alaries are up in the PR business, but pros dropped from $136,400 to $136,000. decline in Q4 growth to $3.2 million, which bonuses have taken a hit, according to Bonuses for PR execs averaged 9.1 percent the French ad/PR combine blames on nega- Sthe Official PR Salary & Bonus Report, of base salary, a 6.2 percent drop from the tive exchange rates. At constant rates, reve- published by executive search firm Spring previous year. Corporate marketing comms nues advanced 2.7 percent. Associates. exec saw their bonuses shrink 5.6 percent to Organic growth during the period rose 2.2 The report, which analyzes compensation 19 percent of base salary. percent, sparked by a robust 4.5 percent rise statistics from SA’s database of more than The study found geographical variations in the U.S., which generates more than 50 24,000 vetted PR and corporate marketing in compensation as well. In what the study percent of overall revenues. communications executives, found that pay refers to as the eight key metro areas (New Noting that Publicis is “in the midst of its in the corporate marketing comms arena York, Atlanta, Chicago, Los Angeles, Bos- own transformation,” CEO Arthur Sadoun was flat for 2017 while their bonuses suf- ton, Houston, Washington and San Fran- said “the quality of our results demonstrates fered a slightly smaller drop than those of cisco), the average salary for PR execs came Publicis Groupe’s strength and our ability their PR peers. in at $112,850, while outside those areas the to adapt to the deep changes affecting our “Before compiling this year’s Salary & Bo- number was $99,500. For corporate market- i n du s t r y.” nus Report, we sensed a general feeling of ing comms pros, pay in the key metro areas Sadoun said U.S. business grew in Q4 due optimism from both candidates and clients averaged $145,550, while for the rest of the to the ramp-up of accounts awarded since alike, that the salary and bonus numbers country it was $128,400. the summer of 2016 (Lowes, Wal-Mart, would increase markedly,” said Spring Asso- The study says hourly billing rates were Synergy Pharmaceuticals and USAA), plus ciates president Dennis Spring. up 1.7 percent overall, with the rates in the the addition of wins in early 2017 (Molson The data don’t quite justify that optimism. Midwest showing the largest rises and those Coors and FirstNet). Nationwide, PR execs received salaries aver- on the West Coast reporting drops. Europe was flat in Q4. Publicis gained in aging $108,400 last year, up 3.2 percent from “We still remain optimistic that the PR the UK (+5.5 percent), Italy (+4.0 percent) the previous year’s $104,900, while average business will show a jump in salaries and and France (1.1 percent) but crashed in earnings for corporate marketing comms bonuses later this year,” Spring said.  Germany (-6.9 percent). 

16 MARCH 2018 | WWW.ODWYERPR.COM

FEATURE Securing coverage in today’s food and beverage space

How to increase high exposure media coverage for new food and er-Busch. beverage products in a crowded marketplace. For brands that are newer to the market- By Andrea Pass place, local charitable contributions also garner positive media exposure. A soy milk here were more than 21,000 new food certainly important in your PR plan, but company in New Jersey donated soy prod- and beverage products introduced to women’s, men’s, parenting, travel, health, ucts including soy pudding to local food Tthe marketplace in 2016 alone, ac- sports and general lifestyle press, for ex- pantries. Local print and broadcast outlets cording to the United States Department ample, also offer opportunities for reviews covered the donation and the food banks of Agriculture. That can break down to 58 and incorporation of food and beverage in were thrilled to have added recognition of new launches each day. If you aren’t repre- coverage. their charitable work. senting an already established and recog- Work with a chef or cookbook author to Provide clear, effective insights nized brand, there can be a challenge when secure editorial coverage The basic who, what, it comes to securing that much-needed me- There are a variety of ways to secure where, when, why and dia coverage to increase sales and ultimate- media coverage in the food and beverage how still pertains to ly, shelf-space. space. Unfortunately, 2018 is turning into food and beverage pub- The food and beverage space includes the year of pay-for-play in the world of what lic relations. While one sub-categories such as snacks, bakery, was once purely legitimate editorial cover- might assume that the dairy, meals and entrees, desserts, side age. To overcome the challenge and land press understands a dishes, breakfast cereals and more. Start by television interviews, work directly with an smoothie, for example, researching media coverage noting those established chef or cookbook author. This your brand’s smooth- ie must have unique specific product types to identify the press gives the opportunity to highlight the book Andrea Pass contacts who will find your food or bev- while effectively working in the brand. characteristics, flavors, erage items most relevant to their area of Satellite Media Tours offer an opportuni- ingredients, price points coverage. ty to conduct multiple television interviews and availability. Contact trade publications. These mag- around the country via one set studio on Demonstrate impact azines and newsletters are key to reaching one set date. Oftentimes with a smaller How do you demonstrate to your client buyers to secure additional retail oppor- budget for lesser known brands, the SMT that you successfully broke through the tunities for your brand. With trade media, provides a more cost-effective solution clutter? Measure it! What was the share of editorial content focuses on the basics of than traveling from city to city for broad- voice for the brand at the beginning of the the new product coupled with the value of cast segments. Keep in mind that most campaign, what was it mid-way through retailers to carry the food item. Make sure SMTs air on smaller market television out- the campaign and what is the final out- to have both clear packaging and lifestyle lets outside of the city limits from those in come? Did the brand sentiment improve imagery to accompany brand news. the top-tier designated market areas. as a result, was market share taken from Long-lead planning benefits year ‘round Bloggers and influencers effectively competitors in the appropriate product holiday meals reach target audiences categories? Be sure to repurpose the media Recognizing buying habits contributes New food and beverage brands can reach coverage via social media channels, email to successful press coverage. While milk, target audiences through relationships with marketing, share with stakeholders, include bread and eggs will always be staples on a key bloggers and influencers in specific in retail buyer presentations, and include shopping list, today’s consumer is looking categories. Influencers have a direct effect on the news page of the website. for healthy choices, ready-to-eat options, on the purchase decision by influencing Andrea Pass is Vice President of Media Re- portion-control packaging, modifications the behavior or opinion of others. Those lations for Marketing Maven, based out of its for dietary constraints — gluten-free, low following bloggers and influencers are New York City office. She can be reached at sodium, vegan, vegetarian — as well as the dedicated audiences. Vegans follow other [email protected].  tried-and-true snack and cereal categories. vegans. Parents follow other parents. Beer Review media editorial calendars to tie-in lovers follow other beer lovers. The list goes Media brief press pitching with holiday food planning. on and on. Every day, new blogs appear. For long-lead glossy magazine consider- Every day, influencers grow their audience Vox Media cuts 50 staffers ation, Thanksgiving review begins in the base. Vox Media is cutting 50 staffers, according to a Spring while Christmas/Hanukkah prepa- While many influencers charge to write a memo to employees from CEO Jim Bankoff. ration kicks off right after Memorial Day. review or post on social media, others are He wrote that SB Nation, Curbed, Racked and the February is Heart Health Month. Summer willing to provide honest reviews for re- video services team will bear the biggest impact of is all about grilling and, beginning in 2018, ceipt of product. An effective campaign will the cutbacks. About a dozen employees will get new job func- griddling. Begin long-lead media outreach have a balance of both. tions, and “there will be some smaller changes else- in September. Tie your news in with spe- Tie in cause-related marketing where in the company” to reduce costs. cific holidays meals and target audiences Budweiser secured tremendous media Bankoff noted that he and top Vox leadership took to highlight the value of your new brand. coverage by canning water and shipping the cutback decision very seriously. “We know it has a Innovation in food is the trend for 2018. to areas felt by devastating hurricanes and big impact on the lives of our co-workers who will be leaving, as well on the morale of those who remain,” Recognize what makes your food product wildfires including Texas, Florida, Puerto he wrote. on-trend and work the angle. Rico and California. The company’s Super He promised to treat departing staffers with “pro- Remember that every audience eats and Bowl ad drew high praise and strengthened fessionalism, compassion and dignity.” drinks. Media outlets highlighting food are the public’s positive impression of Anheus-

18 MARCH 2018 | WWW.ODWYERPR.COM

FEATURE Taste, tech and the battle for mindshare

How technology is impacting consumer choice in addition to the At the same time, we need to remember foods we eat. that technology for the sake of it is almost By Atalanta Rafferty as dangerous as no technology at all. We are responsible for grounding our clients in de- s competition in the food industry technology to pair convenience with better cisions they make insofar as improving their thickens, food brands, both new and product standards. PepsiCo’s Drinkfinity, overall brand experience with technological Aold, are looking to stand above the a customizable pod-based flavored water advances, and striking a balance between noise and win mindshare. In the past, food with a reusable water bottle, is ordered on- taste and overall experience. We must keep companies focused on competing through line and delivered directly to consumers’ a critical eye and ensure brands are staying innovation in ingredients, flavors, branding homes. What’s more, it contains no artifi- true to themselves as they evolve. and packaging. But now, forward-thinking cial flavors or sweeteners and is more envi- As competition grows, so will innovation food companies are raising the stakes. Enter ronmentally friendly than a standard water within the food indus- technology: the newest way for food com- bottle. With the integration of technology, try. From innovation panies to improve customer experience. PepsiCo has been able to completely up- at retail and by brands, Technology is what’s next in food, and it’s grade their customer experience, while si- consumers are expect- set to help food brands develop an entirely multaneously tapping into the issues that ing more from the foods new competitive edge focused on one core matter most to their customers. they eat and are increas- consumer benefit: convenience. As companies continue to innovate, it’s ingly demanding conve- The recent launch of the Amazon Go important for communications profession- nience. The food indus- store in Seattle is an example of just that. als to recognize how the value proposition try is, without question, By simply using the Amazon Go app, Am- for a food brand will evolve. For those of rising to the occasion. azon subscribers can select and purchase us who have worked in the food industry For communications Atalanta Rafferty their favorite foods without ever waiting in for years, we know that taste has always professionals, the impli- a line, thanks to new AI technology. Oth- been paramount. But in this competitive, cations are clear: tomorrow’s brand value er partnerships have similar implications: ever-changing environment, it’s no longer is different than today’s, and the story we Ford Motor Company and Domino’s have the only factor at play. As technology ad- tell consumers will change. In a new era of been testing driverless delivery cars since vances, so will customer experiences and engagement, 2018 promises to be a year of last August; and Toyota and Pizza Hut re- convenience. We must be ready to re-posi- evolution, and we’re excited for the chal- cently announced their partnership to ex- tion brand narratives and build tactics that lenge. plore driverless pizza delivery. bring consumers value above and beyond Atalanta Rafferty is Executive Managing Large CPG companies are also embracing taste alone. Director at RF|Binder.  The secret to successful food videos When planning a video shoot involving food — whether it’s for a web video, or satellite media tour or an appearance on-set of a show — some ingredients are always essential. By Joan Auritt igh production value and amazing spokesperson to share personal experiences food styling are essential for a suc- that the audience can identify with. Finding Hcessful segment, yet only part of the connections is key. recipe for a great on-camera piece. You can When it comes to the food, select recipes pull out all the bells and whistles and still with a twist which are still accessible with flop. Why? Because a producing a food easy-to-find ingredients: Bolognese sauce video is always about more than just the without the meat; pizza with a cauliflower A satellite tour Auritt produced with Skinnymom food. crust; and brownies with espresso powder founder Brooke Griffin for her cookbook, “Skin- Before you can even talk about or show- and cinnamon. ny Suppers.” case your amazing product and/or recipe, Consult a food stylist or experienced food you have to connect with your audience. producer to help break down recipes to Your chef, R.D., brand spokesperson, wine highlight the essential steps. If the platform Here are some DOs when planning your or other expert has to reach them in an au- is a guest shot on a show or SMT, remember food segment: thentic way. To make sure your story reso- that time is short. Keep the process to three • Use colorful food for your demo when nates, select a spokesperson who’s got the simple stagings designed to keep the audi- you can, avoiding bland creams and goods: the personality, talent and warmth ence interested browns. Or add a pop of color to brighten people will respond to. Then craft a story Be sure to add color and sound for excite- the dull dish. Picture strawberries on top of that will appeal to your key market. Make ment: a sizzling frying pan and rich, deep a bowl of oatmeal. sure to shape your messages to fit organi- colors make for mouth-watering segments. • If raw beef and or fish is your key ingre- cally into the story. Your spokesperson has Close ups are key when showcasing food; dient, surround it with fresh vegetables and to find a reason to talk about your product encourage your spokesman to use small, that flows naturally. Finally, encourage your precise movements with steady hands. _ Continued on next page

22 MARCH 2018 | WWW.ODWYERPR.COM What’s on the menu for food and beverage brands in 2018 The food and beverage industry is always in flux: changing ingredients, trends, promotions, industry stars and guest experiences to name a few. This ever-changing landscape offers both a challenge and an opportunity for food and beverage communicators to up their game, put guests before brands and, when the stars align, stay ahead of what’s next. By Maggie O’Neill

ith a consumer base that spans local employee to talk about their favorite to high-tech wine openers and the latest in all ages, with tastes that are even salad toppings. Don’t be so regimented with kitchen gadgets, many restaurants are trying Wmore varied, brands in the food a corporate brand voice that local cannot be to out-tech each other, leaving some guests and beverage industry need to focus. Suc- a part of a guest’s experience. unhappy. For brand leads and communica- cessful brands find a way to lock into their Think like Sam Malone tors responsible for launching and talking core value proposition — think TGI Fri- For those who remember Sam Malone about the latest tech, one rule stands true: day’s and their Endless Apps — listen to from Cheers, this is a pretty simple state- technology must be guest-forward first. customers at all touchpoints and remember ment. People like to feel they belong at Take the Coravin Wine Preservation to address key elements in the entire dining their chosen bar or restaurant (“Where Opener. While not com- experience from Google restaurant search everybody knows your name, and they’re pletely new to the market, to paying the tab. Ready for a drink yet? always glad you came ...”). Looking at a the technology is show- With this large task at hand, here are four food-and-beverage brand through this lens ing up more and more factors that are shaping the way consumers can help make the drinking and/or dining in the dining experience. embrace brands today, all of which look experience all that more appealing, and can For brands incorporating poised to stay on the menu for some time increase loyalty and subsequent visits. this gadget, communica- to come. In restaurant, brands need to focus on tions should not focus on Local, local, local their staff to ensure they are acting the part its availability, but on the Whether shopping or dining, consumers and bringing the brand to life for each and wine experience it can continue to look for all things local. And every guest. Outside of a restaurant, Sam deliver: better access to Maggie O’Neill while larger restaurants or food and bever- Malone can come to life in multiple ways. normally unopened bot- age brands may struggle to actually be the Brands should look to reinforce their own tles, fresher wine, etc. Focusing too much on corner bar, there are elements of commu- personal Sam Malone with expert mixol- tech can quickly disinterest a guest. nications that can support this consumer ogists, bartender wisdom, wine aficiona- Foodies: forever influential desire. dos and approachable chefs. These voices Influence continues to come from the food- For example, when developing an activa- (and faces) can serve to elevate the brand ie community. Whether influence comes tion in restaurant, make sure you take the through social content and media lifestyle from Instagrammers, bloggers or other local flavor and tastes into account. Part- engagement. And the Sam Malone mindset platform leaders, the food culture continues ner with a local distiller for special cocktail must go across all channels, communica- to drive the food and beverage experience. nights, or look to a local food source to add tions and engagements in order to be effec- Their influence is becoming more dynamic, some new spice to traditional dishes. In tive. Brands and agencies that don’t apply more complex and more important. Brands addition to the in-restaurant experience, this mindset will be left behind. and communicators need to work with these actively work to create content that can be Think guest-tech, not just tech food-forward influencers to create an image shaped by the local establishments to better Technology for technology’s sake has for their brand that is authentic, relevant, appeal to their fan base and followers. Find never really succeeded, and that is even engaging and anything but staged. These a local ingredient to add to a salad promo- truer in the world of food and beverage. Foodies can, and should, be engaged with tion on Caesar Salad Day, or engage with a From digital waiters and mobile payments at both macro and micro levels to support brand needs, as well as through both paid SUCCESSFUL FOOD VIDEO TIPS and organic initiatives. In addition, the in- _ Continued from page 23 practice. fluencers’ core followers are foodies at heart, take the focus off the “raw.” The goal with any food segment on TV so engagement should not just encourage • Avoid ingredients that will melt or turn and online is to leave your viewers with Instagrammers to snap the latest food porn, brown when exposed to air. If items like an indelible memory and a desire to learn but inspire their followers to join them for avocados, banana or ice cream are a must, more. Find that one concrete tip that is the dinner as well. consult with a food stylist for tricks of the “ah-ha” moment. For example: how to tell So eat and drink up! The menu of opportu- trade to keep everything looking fresh. if an avocado is ripe; how to cut a mango; nities is endless when communicators focus If your talent has had little or no on-cam- how to tell if an egg is fresh; or how to cor- on the guest over the brand and look at the era experience, the wisest thing you can rectly store cheese. whole experience over just the entrée. do is have them trained by a media coach. Going beyond impressive camera work Maggie O’Neill is Partner and Managing Even chefs who know their way around the and lighting means your food video vivid- Director at Peppercomm, and provides agen- kitchen blindfolded will find that cooking ly showcases your brand and your spokes- cy-wide communications and brand experi- on video is a whole different experience. It’s person connects with audiences, forming a ence support to the agency’s expanding portfo- important for them to become comfortable lasting impression that people will remem- lio of consumer clients. In addition, she is the cooking and talking, talking and cooking ber indefinitely. founder and driver of Peppercomm’s experien- pretty much non-stop. It’s harder than it Joan Auritt is CEO and Founder of Auritt tial service offering, responsible for its growth looks and takes practice, practice and more Communications Group.  and direction. 

WWW.ODWYERPR.COM | MARCH 2018 23 O’Dwyer’s guide to FOOD & BEVERAGE PR FIRMS

5W PUBLIC New York, NY 10010 agency offering overall brand- tal media production company 347/351-4804 ing, strategic planning, social recognized as a leader in the RELATIONS vimeo.com/artisanproductionhouse media strategy and implemen- area of culinary video produc- 230 Park Avenue, 32nd Floor Erin Lahey Schwitter, Producer/ tation, media relations, interna- tion. From media tours to web- New York, NY 10169 Partner tional marketing, blogger coor- casts and event production our 212/999-5585 [email protected] dination, local store marketing, expertise had been honed from Fax: 646/328-1711 Kara Leibowitz, Producer/Partner [email protected] [email protected] franchise marketing, videogra- 25 years of working with chefs, www.5wpr.com phy, product launches, advertis- food celebrities, cookbook au- Artisan Production House is ing, packaging and design, food thors, registered dieticians, Ronn D. Torossian, President & a full-service production house CEO photography, grand opening PR brand spokespeople, wine and specializing in food & lifestyle and marketing and special event lifestyle experts. We help them It’s hard to open a magazine, publicity. We create brand con- planning and implementation. find their best stories and craft scroll through social media or tent that resonates with your From the farm to the table, them in a way that connects turn on the television without audience, keeps them engaged At The Table PR is dedicated to with their audience. Media seeing information about a new and brings value to their lives. serving our clients by promoting training is a key element in our food or beverage trend. Often, Our innate understanding of their brands with our team of process, ensuring spokesmen the 5W food & beverage PR story relevance and personal re- experienced professionals and effectively deliver key messages team is the source of those sto- lationships with TV producers creative partners, specializing while doing a recipe demo. As ries. and media influencers through- in all areas of the food industry. full scale partners, our clients With new brands, lines, prod- out the country gets your story We represent a diverse group of reap the benefits of our close, ucts, and restaurants intro- heard. We’ll help you deliver clients, from pecan and produce enduring relationships with the duced each day, we understand your messages seamlessly and farms to vineyards, all the way media. Our flexible and cost-ef- competition for space (in shop- with style utilizing our high- to the tables of some of the best fective production packages in- ping carts, on shelves and in the end production capabilities (in- eateries. Our relationships with crease brand awareness, reach- media) is fierce. cluding film-style shooters and our clients are forged with trust ing influencers and targeted From facilitating the launch graphic designers). Artisan’s and integrity and the desire to audiences in prime media mar- of new products to developing in-studio & on location satellite bring the freshest ingredients kets. With strategic execution, long-term creative strategies junkets include quality book- and finest products and services our team of media experts and that ensure maximum tradi- ings that are actually seen, spot- to the table. network-credentialed produc- tional and social media cover- on custom craft services and a Results are what matter to us, ers deliver promised results. age, sell product, increase dis- fresh, modern design aesthetic so we continually try to produce What we do: video produc- tribution and win market share, ... because taste matters. Addi- fresh ideas and create long-term tion for broadcast and online, our experience and results in tional services include stunning relationships. We offer each cli- corporate events, and train- the food and beverage arena are branded content food videos, ent the personal involvement of ing; TV satellite, radio, online unparalleled. original book promotional vid- a customized team of skilled, media tours; integrated media We understand the food and eos and select matchmaking passionate professionals. tours; partner media tours; beverage space and are experts between celebrity talent and Whether your objectives are media training; social media at crafting compelling Public brands. to increase sales, strengthen campaigns; webcasts and live Relations narratives for health Our clients include Food Net- consumer loyalty, build your streamed interactive events; and wellness beverages, alcohol work, Penguin Random House, brand or improve your public video, audio, multi-media news and spirits, functional beverag- The Wonderful Company, Le image, we have saved a place for releases; B-roll packages; and es and much more. Creuset of America and com- you At The Table. PSAs. Client experience include modity boards ranging from Purity Vodka, Sparkling ICE, the National Onion Association AURITT BLAZE PR ZICO Coconut Water, Anheus- to Grapes from California. er-Busch, Evian Natural Spring COMMUNICATIONS 1427 Third Street Promenade Water, Santa Margherita Wines, AT THE TABLE PR GROUP Suite 201 Santa Monica, CA 90401 Whole Foods Market, GAEA 310/395-5050 301 W. Platt Street, Suite 414 555 8th Ave., Suite 709 Viki’s Granola, M&Ms, Welch’s Tampa, FL 33606 [email protected] New York, NY 10018 www.blazepr.com Fruit Snacks and many others. 813/251-4242 212/302-6230 www.AtTheTablePR.com [email protected] Matt Kovacs, President ARTISAN www.auritt.com Cheryl A. Miller, CEO PRODUCTION Joan Auritt, President BLAZE PR is the trusted At The Table PR has been partner of choice for lifestyle HOUSE committed to food and bever- Auritt Communications contender brands hungry for a 110 East 25th Street age marketing for 35+ years. Group is an award-winning real piece of the marketshare. Neuehouse, 2nd Floor We are a full-service boutique full-service broadcast and digi- BLAZE PR has been retained

24 MARCH 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Food w& Beverage PR Firms CAROLYN IZZO tacts in the trade, media and INTEGRATED influencer categories, which we leverage to increase the level of COMMUNICATIONS reach, media coverage, and ac- (CIIC) cess for our clientele. The CIIC team is made up of 1 Piermont Avenue enthusiastic and connected PR Nyack, NY 10960 professionals. Your CIIC ser- 845/358-3920 [email protected] vice includes day-to-day princi- www.ciicnews.com pal-led servicing from company executives, media specialists in Carolyn Izzo-Feldman, President Kate Wark, Senior Vice President New York and Miami who can build and escort an A-list media Carolyn Izzo Integrated Com- tour, arrange your appearance Bolt client Sablon Chocolate Lounge was live on WFAA’s Good Morning munications (CIIC) is a highly on network television shows, Texas program to showcase its nationally renowned shakes and deca- respected public relations firm manage product sampling, and dent chocolate treats. in the food and beverage space. plan top-level events in your Our staffers bring many years key markets. It is our implicit by a growing number of sav- growing yours. of experience from several of goal to deliver the best value vy clients who want integrated Bolt Public Relations is a the country’s top PR firms and and the best results. PR, influencer and social media national, award-winning and for 21 years, CIIC has been strategies — and flawless exe- independently owned agency dedicated to servicing food and FINEMAN PR cution. BLAZE PR senior level with four offices throughout the beverage brands with top-tier Member of IPREX professionals play a hands-on, country. We develop impactful public relations campaigns and 150 Post St., #620 day-to-day role with clients. plans that lead to the generation award-winning results. San Francisco, CA 94108 With more than two decades of of meaningful conversations CIIC got its start by putting 415/392-1000 Krispy Kreme Doughnuts on Fax: 415/392-1099 relationships and a solid team with key audiences, consistent [email protected] founded in strategic approach- publicity, attention in the mar- the map in the Northeast in www.finemanpr.com es, BLAZE PR is adroit in ad- ketplace and, most important- the ’90s. Since then, CIIC has vancing client objectives and ly, increased foot traffic in the represented a number of F&B For almost 30 years, Fineman nimble to the quick-changing door, increased online orders brands, including The Original PR has been consistently rec- pace of media technologies. and increased catering orders. Soupman, Sandella’s, Morton’s ognized for its award-winning Clients include: Bacon’s Heir, From traditional media re- The Steakhouse, Kona Red Bev- food and beverage campaigns. Chronic Tacos, Evan’s Brewing lations, strategic partnerships, erages, New Leaf Brands iced The agency specializes in brand Co., John’s Incredible Pizza, and event planning and public- teas and lemonades, California PR, crisis communications and Liquid IV, Robeks, Stonefire ity, to social media, digital and Pizza Kitchen, The Bohlsen multicultural engagement for Grill, Tom’s Urban and Weihen- influencer marketing, website Restaurant Group, Coney Is- a full range of food and other stephan design and community acti- land Brewing Company, Opal CPG categories, including con- vations, Bolt PR evaluates the Apples and more. We are ad- ventional and organic foods, BOLT PUBLIC goals, target audiences and bud- ept at launches, openings and nutritional supplements, con- RELATIONS get/time allowances to develop a franchisor relations, and we fections, and wine and spirits. highly strategic and results-ori- are known for our networking HQ: 17875 Von Karman Ave. ented plan. Our expansive com- expertise and extensive con- _ Continued on page 26 Suite 150 Irvine, CA 92614 munications expertise allows Boston | Dallas | Irvine | Raleigh us to identify which tactics will 949/218-5454 give our clients the highest re- [email protected] turn for their dollar, whether www.boltpr.com a national fast casual chain, a Caroline D. Callaway, President fine dining establishment, an & CEO award-winning chef, a winery We are strategic, savvy and or a bakery products company. unwavering in our commitment We develop the ideas, do all the to your success. Our business is heavy lifting to execute, drive impactful results, and allow our clients to do what they do best: The April issue of O’Dwyer’s will run their businesses. We know profile firms that focus on social how to leverage results across media, as well as video & numerous channels to maxi- broadcast service companies. mize time and investment to the If you would like to be listed, fullest. contact Associate Editor Steve Allow our People, Strategy & Barnes at 646/843-2089 or Results to exceed your expecta- [email protected] CIIC’s Grand Opening at Coney Island Brewery, June 20, 2015. tions.

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2018 25 Profiles of Food & Beverage PR Firms

FINEMAN PR Southeast and one of the na- tion’s leading public relations, _ Continued from page 25 advertising and digital media agencies. The firm is the win- ner of the Bulldog Reporter 2017 Stars of PR Awards, in- Fineman PR excels in build- cluding the Grand Prize for ing category leadership for its Best PR Agency of 2017. FWV clients. We demonstrate why a earned first-place Gold Awards client’s brand promise merits for Business-to-Consumer PR audience trial and trust. Fine- Agency of the Year, Midsize man PR’s high-profile crisis Agency of the Year and Most communications work, includ- Innovative Agency. Addition- ing product recalls, labor ne- ally, the firm is theHolmes Re- gotiations, activist demonstra- port 2016 Consumer Agency tions, brand defamation, high of Year recipient. Founded in profile lawsuits and workplace April 1997 by Agency Chair- accidents, is nationally re- man & CEO Rick French, FWV nowned. We safeguard and re- employs 103 public relations, inforce client reputations. public affairs, social media, ad- Recent work includes full-ser- vertising and digital marketing vice marketing communica- experts between its Raleigh, tions and issues management N.C. headquarters and New for Foster Farms poultry; lead- York City, Los Angeles and ership positioning for brands Tampa offices. and company executives; blog- ger and influencer relations FWV is home to one of the programming; social/digital San Francisco-based Fineman PR developed a content-rich strategy, country’s largest food and bev- content strategy and develop- heavily weighted on influencer marketing, to help poultry client Foster erage practice areas and has Farms redefine comfort food. The campaign drove engagement with the ment; media training; cause been ranked in the top 20 na- brand and made in-roads with new audiences, resulting in more than 148 tionally by O’Dwyer’s for more marketing and community re- million impressions. lations; and internal and retailer than a decade. FWV specializ- communications. Fineman PR’s es in creating maximum brand lifestyle, wine and multicultural include: food and nutrition drinks — to help build a stron- exposure for its clients through divisions add specialty services affairs; sustainable and nutri- ger, flourishing future for all. strategic partnerships, paid en- tailored to each client’s needs. tious food systems engagement; We are building, growing and dorsements, sponsor relations, personal wellness strategy; protecting brands and repu- event management, social media, mobile and experien- FOODMINDS food values insights; strategic tations by creating purposeful planning; thought leadership; connections with the people tial marketing and traditional 328 S. Jefferson St., Suite 750 nutrition, health + wellness who matter most to our clients. earned media outreach pro- Chicago, IL 60661 science; partnerships and coa- Together, our services span the grams that stimulate product 312/258-9500 litions; health professional and ecosystem of food, beverage trial, increase brand awareness Fax: 312/258-9501 and drive purchase intent. foodminds.com influencer communications;and nutrition — from research influencer mapping; strategic and insights to branding, cre- FWV’s food and beverage cli- Laura Cubillos, RD insights; consumer engagement ative and digital, to market- ents include some of the world’s [email protected] leading companies and brands, 650/860-5010 ext. 301 Office and media relations; issues & ing communications and our 773/988-8805 Mobile crisis navigation. We are not unique culinary center. including Hood River Distill- just another PR agency. We help ers, Pendleton Whisky, Josh At FoodMinds, we put pas- our clients tell a better story. FRENCH/WEST/ Cellars, Yellow Tail, Melitta sion into practice by harness- FoodMinds works with more Coffee, Moe’s Southwest Grill, ing science, public affairs, food than 30 leading commodity VAUGHAN Atlantic Natural Foods, Lidl, North Carolina Pork Council values and communications to boards, food companies, brands 112 East Hargett St. meet our clients’ business and and associations in the U.S. and Raleigh, NC 27601 and Certified Angus Beef. public health objectives — a ca- around the world, including 919/832-6300 FWV has also produced pability we created and define several Fortune 500 companies. www.fwv-us.com award-winning campaigns that as food and nutrition affairs. Contact us to learn more. Rick French, Chairman & CEO significantly increased product FoodMinds is the only agency FoodMinds is a division of David Gwyn, President / Principal sales for the likes of The Co- with more than 20 registered Padilla. Between FoodMin- Natalie Best, Executive Vice ca-Cola Company (NESTEA, President / Director of Client dietitians and a PhD on staff, ds and Padilla Food + Bever- Services / Principal Gold Peak, Minute Maid, and a Global ExpertBench™ of age, we are happily consumed DASANI and Simply Orange), nutrition science, policy and by food all the time. Together, French/West/Vaughan Celebrity Chef Lorena Garcia, communications professionals we’re re-imagining why, what (FWV) is the preeminent in- the North Carolina Beer and around the world. Capabilities and how the world eats and tegrated marketing firm in the Wine Wholesalers Association,

26 MARCH 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Food & Beverage PR Firms Brinker International (Mag- giano’s Little Italy restaurants), Elevation Burger, House-Autry, ConAgra (Slim Jim, Pemmican Beef Jerky), Nabisco Foods, Brown-Forman (Jack Daniel’s), Whole Foods Market, Diageo North America (Bulleit Bour- bon), BRAND Napa Valley, Grain and Barrel Spirits and Smithfield’s Chicken ‘N Bar- B-Q, among many others. HEMSWORTH COMMUNICATIONS www.hemsworthcommunications.com [email protected] Atlanta / Fort Lauderdale / Orlando Instagram: @HemsworthPR Facebook: Hemsworth Communi- cations

Samantha Jacobs, Founder and President Hunter PR kicked off TABASCO® Brand’s 150th Anniversary in New Orleans with the revival of TABASCO: A Bur- Michael Jacobs, COO lesque Opera at Le Petit Théâtre du Vieux Carré to celebrate the city, and people, who have made TABASCO® an Hemsworth Communications essential ingredient in classic and contemporary cuisine. The comedic operetta, which hadn’t been performed in is an award-winning hospitality, its entirety for over 120 years, follows a shipwrecked sailor as he searches for an acceptable spicy ingredient for F&B, travel and lifestyle public an Ottoman ruler’s lunch. Not only did the production mark a milestone year for McIlhenny Company, but it was also an official event of the New Orleans Tricentennial Commission, celebrating the 300th anniversary of the city. relations agency with regional, national and global reach. We combine unparalleled passion, insight and connections to wow HUNTER PUBLIC With offices in New York and agencies; third-party research our clients, providing personal RELATIONS London and a strategic foot- development; relationships client service and generating print in markets across North with bartenders, mixologists, powerful results. 41 Madison Avenue, 5th Floor America, Hunter’s 120-person chefs and celebrity food influ- While our expertise is diverse, New York, NY 10010-2202 firm is perhaps best known for encers, as well as health care www.hunterpr.com creative, equity building cam- we are collectively passionate 212/679-6600 professional outreach. about two things — our indus- paigns that drive conversation Hunter served as the found- try and yours. As seasoned PR Partners: Grace Leong, Jonathan and insert brands firmly into the ing member of the Food + Bev- Lyon, Mark Newman, Donetta lifestyles of their target consum- erage division of the Public Re- pros, we are driven by the de- Allen, Gigi Russo, Erin Hanson sire to create fresh, innovative, Contact: [email protected] ers. From breaking through the lation Society of America, and impactful campaigns. With (Samara Farber Mormar) “dusty” single malt whisky cate- conducts an annual Food News leadership team members who gory to make Lagavulin go viral, Study, now in its 15th year, to have launched and operated Hunter PR is an award-win- building equity programs that help keep our clients abreast their own restaurants, we think ning, consumer products and span over 10 years on behalf of of what is making news in the like owners and understand services public relations firm Barefoot Wine & Bubbly, to cur- industry and which media con- the intricacies of the business, and the second largest food ing #DairyEnvy by correcting sumers trust most. as well as the need to simulta- and beverage agency in the U.S. common misconceptions about neously drive both recognition Hunter’s creative approach and lactose-free products, and set- ICR and sales. client-led orientation has led to ting the first-ever GUINNESS Hemsworth specializes in some of the most enduring cli- WORLD RECORDS™ title for 685 Third Ave., 2nd Floor ent relationships in the business the Largest Grilling Lesson for New York, NY 10017 promoting individual restau- 646/277-1200 rants, restaurant groups/ including TABASCO® Brand Smithfield, there’s very little [email protected] brands, franchise development, Pepper Sauce, who was our first Hunter hasn’t tackled in the www.icrinc.com chef/personality publicity pro- client 28 years ago, and still a food and beverage arena. Thomas Ryan, CEO grams and ongoing support client today. Other clients in- In addition to our core com- Don Duffy, President clude some of America’s most petencies, we also offer special- programs to create sustained Established in 1998, ICR part- iconic and respected companies ized PR services for food & bev- buzz for food, wine and spirits ners with companies to develop and brands including Post Con- erage clients including: recipe brands. Specific capabilities in- and execute strategic commu- sumer Foods, Diageo North development and photography; clude strategic planning, brand- nications programs and advi- America, Red Bull, Smithfield, culinary + nutritional trade ing, grand openings/special sory services that achieve busi- events, social media campaigns, Pompeian, Campbell Soup shows; food service + industrial Company, Keurig Green Moun- campaigns; partnerships with influencer marketing, awards _ Continued on page 28 programming and more. tain and Mondelēz. government and non-profit

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2018 27 Profiles of Food & Beverage PR Firms

ICR nancial Corp., Pandora Media Chicken, Little Caesars, The LANE’s award-winning cam- _ Continued from page 27 Inc., Paramount Group Inc., Krystal Company, Ovation paigns have produced measure- Planet Fitness Inc., Red Hat Brands, On The Border Mex- able results for national and in- Inc., Shake Shack, Starwood ican Grill & Cantina, Tropical ternational clients in the wine, Property Trust, VF Corp., Wil- Smoothie Café, Forever Yogurt, beer and spirits; water, juice and ness goals, build credibility, and liams-Sonoma, Inc., Wingstop, Fishbowl and United Franchise coffee; and natural, organic and enhance the long-term value of Workiva and Zoës Kitchen. Group and its portfolio of con- specialty food categories includ- the enterprise. The firm’s high- cepts. ing Northwest Cherries, Inter- ly differentiated service model, INK LINK LANE national Olive Council, Oregon which pairs capital markets vet- MARKETING Strawberry Commission, Snake erans with senior communica- a Finn Partners Company River Farms, Double R Ranch, tions professionals, brings deep 7950 NW 155th Street, Suite 108 New York City | Portland | Seattle José Andrés Foods, Olympia sector knowledge and relation- Miami Lakes, FL 33016 www.lanepr.com Provisions, Moonstruck Choc- 305/631-2283 ships to clients in more than 20 [email protected] olates, Steaz, Portland Roasting Fax: 305/631-2477 503/221-0480 industries. Today, ICR is one [email protected] Coffee, Tree Top, Wines from of the largest and most expe- Wendy Lane Stevens, Managing Spain, E. & J. Gallo Winery, rienced independent advisory Kim Miller, President Partner Pernod Ricard, Cupcake Vine- firms in the world maintaining Peyton Sadler, Sr. Account Executive, Client Services LANE, a Finn Partners Compa- yards, Sokol Blosser Winery and offices in Boston, Connecticut, Andi Speedy, Account Executive 10 Barrel Brewing. Los Angeles, New York, San ny, builds buzz and drives trial Francisco, Hong Kong and Bei- Ink Link Marketing is a and sales for brands from coast MARKETING to coast. With over 25 years jing. full-service marketing com- MAVEN Clients: Boot Barn, Chungh- munications firm that special- of experience across the food, beverage and wellness indus- wa Telecom Co. Ltd., Cobalt izes in franchised businesses 1460 Broadway, 1st Floor Int’l Energy, Dave & Busters, in the restaurant, foodservice tries, LANE’s seasoned special- New York, NY 10036 FleetCor Technologies, Inc., and service industries. The firm ists know how to target messag- 212/967-5510 es and elevate brands. www.MarketingMaven.com Fossil, Inc., Freshpet, Genuine offers PR, promotions, LSM, [email protected] Parts Co., Gildan Activewear, new product launches, grand Drawing on insights garnered [email protected] Harman, Herbalife Ltd., Hub- opening support, corporate from firsthand experience as Spot, lAC, Jarden Corp., Lazard and employee communications well as from media, influencer Los Angeles Headquarters 310/994-7380 Freres & Co. LLC, La Quinta and crisis response. Ink Link is and consumer circles, LANE’s Holdings, Inc., Legg Mason & headquartered in South Florida integrated campaigns connect Lindsey Carnett, CEO & President across traditional and digital Natalie Rucker, Director of Co. LLC, lululemon athletica, with satellite operations in Los Business Development Mobileye, Michaels, Michael Angeles and Brisbane, Austra- media, retailers and restaurants, Kors, New Relic, Ocwen Fi- lia. Clients include: Church’s and events. Named to the 2017 Inc. 5000 List of Fastest Growing Compa- nies in America and Entrepre- neur magazine’s 2016 Entrepre- neur 360 List as one of the Most Entrepreneurial Companies in America, Marketing Maven’s sophisticated share of voice and sentiment analysis tools help to shape campaign strategy for food and beverage clients. Aligning with key influencers and utilizing grassroots social media tactics, paired with tra- ditional media relations, gen- erates significant impact for clients. From an online cooking school to patented functional ingredients, the bicoastal team at Marketing Maven knows how to navigate food and bev- erage PR and social media campaigns. We specialize in showcasing your brand and increasing sales with unique For the last five years, Marketing Maven has managed the publicity for the Casa Pacifica Angels Food, Wine & pitch concepts distributed to Brew Festival benefitting Casa Pacifica Centers for Children & Families. top media for national TV, ra-

28 MARCH 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Food & Beverage PR Firms dio, newspaper, magazine and tremendous social media buzz. online coverage. Wallenda later went on to break Marketing Maven is a feder- Guinness World Records cross- ally recognized Native Amer- ing Niagara Falls and the Grand ican Owned 8(a) and WOSB Canyon. certified company. We are also a certified Small Business (SB) PADILLA with the California Department Headquarters of General Services (DGS) and 1101 West River Parkway, Suite 400 a certified Women’s Business Minneapolis, MN 55415 Enterprise (WBE) with the 612/455-1700 Women’s Business Enterprise PadillaCo.com National Council (WBENC). Ed Hoffman, Senior Vice President Padilla’s Food + Beverage MARX LAYNE & Practice is one of the strongest COMPANY and most experienced in the country. Representing both Nik and Lijana Wallenda walked a high wire 80 feet above the City of 31420 Northwestern Hwy., #100 brands and marketing cooper- Farmington Hills, MI 48334 Detroit to promote McDonald’s coffee. The event and media campaign or- 248/855-6777 ext.105 atives, the agency covers all au- chestrated by Marx Layne & Company generated national media coverage [email protected] diences: consumer, foodservice, and tremendous social media buzz. www.marxlayne.com retail and manufacturing. Padilla is a founding member of path to purchase. Leslie Pardo, Senior VP and Food Consumed by food, Padilla’s & Beverage Lead team includes food experts; the Worldcom Public Relations Founded in 1995, Pepper- wine and spirits experts; writers Group, a partnership of 143 comm has received numer- Marx Layne has been pro- and publicists; registered dieti- independently owned partner ous accolades, including The viding cost-effective market- tians; recipe developers; and offices in 115 cities on six con- Holmes Report’s North Ameri- ing, public relations and digital research, branding and digital tinents. can Corporate/B2B Agency of media on a local, regional and specialists. Unique in-house re- the Year and Bulldog Reporter’s national basis to the food and sources include a culinary stu- PEPPERCOMM Midsized Agency of the Year. beverage sector since 1987. dio near national media in New The agency has been listed as Services offered to clients in- York City and an extensive food 470 Park Ave. South, 4th flr. North one of Fortune’s 10 Best Work- New York, NY 10016 places in Advertising and Mar- clude media relations, social and beverage library. 212/931-6100 media, grand openings, prod- Together with FoodMinds, a www.peppercomm.com keting, 100 Best Workplaces for uct launches, special events, division of Padilla, the agency Women, 50 Best Small and Me- crisis and issues management, is re-imagining why, what and Steve Cody, Co-CEO and Co- dium Workplaces and 50 Best Founder Workplaces for New College internal communications, com- how the world eats and drinks Ed Moed, Co-CEO & Co-Founder munity engagement programs, — to help build a stronger, Ted Birkhahn, Partner & President Grads. sampling events, blogger rela- flourishing future for all. Cli- Ann Barlow, Partner & President, Services include Branding, tions, online reputation man- West Coast Content Strategy & Develop- ents in the food and beverage Deborah Brown, Partner & agement, direct mail, eblasts, sectors include Almond Board Managing director ment, Creative Services, Crisis graphic design, web develop- of California, Bordeaux wines, Jacqueline Kolek, Partner & Management, Digital Solutions, ment and design, content cre- the Federation of Quebec Ma- Managing director Experiential, Insights & Strate- Maggie O’Neill, Partner & ation, brochure and newsletter ple Syrup Producers, Hass Av- Managing Director gy, Licensing, Public Relations production, and expanding ocado Board, Prosciutto di Par- Mike Friedin, Chief Digital Officer & Social Media and Research & concepts into new markets. ma, U.S. Highbush Blueberry Measurement. Industry experience includes Council and Welch’s. Peppercomm is an award-win- For more information, visit fine dining, fast casual, QSRs, Padilla is a top 10 indepen- ning strategic, integrated com- www.peppercomm.com. supermarket chains, and food dent public relations and com- munications and marketing and beverage manufacturers munication company com- agency headquartered in New POLLOCK and suppliers. We have success- prised of 240 employee-owners. York City with offices in San COMMUNICATIONS fully introduced concepts new Padilla builds, grows and pro- Francisco and London. The to Michigan, Illinois, Indiana, tects brands worldwide by cre- firm connects brands, messages 205 East 42nd Street, 20th Floor Florida and other markets. ating purposeful connections and people through data-driv- New York, NY 10017 Our creativity is boundless. with the people who matter en insights, cross-channel 212/941-1414 Fax: 212/334-2131 For example, Marx Layne con- most through public relations, communications and brilliant [email protected] ceptualized and managed all advertising, digital and social customer experience. Employ- www.lpollockpr.com aspects of a product launch for marketing, investor relations ing an omni-channel approach, a global restaurant brand that and brand strategy. Padilla in- the company uses customer Louise Pollock, President featured Nik Wallenda walk- cludes the brand consultancy of insights to determine the right Pollock Communications is ing a high wire 80 feet above Joe Smith, the food and nutri- mix of tools and platforms to the City of Detroit, generating tion experts at FoodMinds, and help clients reach, engage and _ Continued on page 30 national media coverage and the research authorities at SMS. influence customers along their

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2018 29 Profiles of Food & Beverage PR Firms

POLLOCK COMMUNICATIONS vidual restaurants we represent _ Continued from page 29 are: Unagi (NYC), opening of Fete (NYC), opening of La Cen- trale (Miami), Joel Robuchon (Monte Carlo), ZUMA (Miami), an independent PR and mar- Michelin-star Plume (Wash- keting communications agency ington, DC) and The English that offers cutting-edge exper- Room (Chicago’s North Shore). tise in traditional and social We help our clients define media outreach for food, bev- their visions, build brands and erage, health, wellness, and drive business. lifestyle clients. With an estab- RF | BINDER lished background in reaching influencers who affect change, 950 Third Ave, 7th flr. Pollock provides impactful New York, NY 10022 212/994-7600 and successful communica- www.rfbinder.com tions campaigns for its clients. Amy Binder, CEO Pollock pioneered communi- Atalanta Rafferty, Executive Managing Director, Food & cations for the functional food Beverage movement, creating some of the major food trends of the RF|Binder is a full-service, past decade, including making independent communications tea the healthy drink of the new consultancy based in New York millennium and making choco- City, with offices in Boston, Los late a healthy indulgence. Most Angeles, and San Francisco. At recently, Pollock positioned Pollock Communications engaged and educated nutrition influencers on RF|Binder, we build transfor- cranberries as the superfruit of the benefits of Dannon Light & Fit at the annual Academy of Nutrition & mative communications pro- Dietetics Food & Nutrition Conference & Expo. millennials through a creative, grams that solve business chal- award-winning social media lenges. Our campaigns connect campaign that helped to create with key stakeholders, build a new generation of cranberry corporate reputations, and edu- lovers. The Cranberry Friends- that are top-of-mind for today’s cate on important issues, to ul- giving Photo Contest, which print, broadcast and online QUINN timately define and distinguish encouraged millennials to share journalists. Pollock Communi- industry leaders. We pride our- their Friendsgiving cranberry cations has built a broad net- 48 W. 38th St., Penthouse, New York, NY 10018 selves on being an agency of creations on social media, in- work of influential spokespeo- 212/868-1900 entrepreneurial thinkers who creased awareness of the super- ple, including media registered Fax: 212/465-0849 always challenge convention, fruit among a key target, drove dietitians, celebrity chefs, so- [email protected] in an effort to help our clients www.quinn.pr sales and positioned cranberries cial media celebrities, medical think, act and be different. at the center of a new American doctors and scientists, who are Florence Quinn, Pres. Food, beverage and nutri- tradition of Friendsgiving. available and ready to deliver John Frazier, CSO tion is a cornerstone practice For more than 25 years, we key messages for a variety of Morgan Painvin, Exec. VP at RF|Binder. We have worked have been powering change our clients in broadcast, print 310 NW 26th St., Suite B with over 60 food and bever- for Fortune 100 food and bev- and social media. Miami, FL 33127 age companies, brands and erage companies and global We believe in pushing bound- 786/465-2840; [email protected] institutions that are building Tathiana Rosado, Sr. VP commodity foods, working to aries, breaking barriers and Daniella Turchin, VP or seeking better solutions for direct, shape and amplify their asking, “what if?” We diligently people and planet, that offer health and wellness stories. By do our homework to develop an 5792 W Jefferson, Blvd., #2109 consumers better options, more strategically targeting and in- executable, strategic plan that Los Angeles, CA 90116 424/273-8855, [email protected] choice, more enjoyment, or that fluencing food policymakers, delivers measurable results ... Kristie Deptula, Sr. VP are building a more sustainable traditional and social media, every time. food future. We’ve worked at retail professionals and the Clients include: A2 Milk, Cal- Quinn represents a select both the brand and corporate healthcare community, Pollock ifornia Walnut Board, Cranber- group of Food, Wine + Spirits level, for both Fortune 500 delivers results that change con- ry Institute, Cranberry Market- clients. food and beverage companies sumer perceptions and protect ing Committee USA, Fifty50 We are the agency of record and start-ups, and spanned and enhance a brand’s position Foods, Gourmet Factory, Sea- for these brands: MR CHOW, the industry with QSR, restau- in the market. food Nutrition Partnership, Tea Del Frisco’s Double Eagle Steak- rant, B2B ingredients and CPG In addition to PR practi- Council of the USA, The Dan- houses, Del Frisco’s Grilles, Sul- brands as well as wine, beer and tioners and marketers, our non Company, The Danone In- livan’s Steakhouses, Merriman’s distilled spirits brands, coun- staff includes media-savvy reg- ternational Institute, USA Rice Restaurants (Hawaii), Grazia- try trade groups and industry istered dietitians who can ad- Federation, Whey Protein Re- no’s Group (South Florida). associations. We have a grow- dress health & nutrition issues search Consortium Among a select group of indi- ing specialty in working with

30 MARCH 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Food & Beverage PR Firms emerging food innovations, marketing company that pro- • Developing measurable, in- Schneider Associates is a such as food technology and motes and protects companies, tegrated and creative PR, social full-service public relations and plant-based ingredients. With brands and people. Founded in media and internal/external integrated marketing commu- our deep understanding of the 1980, the firm serves a diverse communications programs; nications agency specializing food and beverage landscape, clientele with deep expertise • Proactively communicating in Launch Public Relations®, a we help clients discover what’s in food and beverage and con- with clients; proprietary method of launch- next for their business. sumer products. Agency Presi- • Aggressively securing re- ing new and revitalizing icon- dent Chris Rosica is a culinary sults, evaluating against pre-de- ic products, services, compa- ROGERS & COWAN school graduate (Johnson & termined strategic objectives; nies and communities to build Wales University) and worked and awareness, excitement, and 1840 Century Park East, 18th Floor in the hospitality/hotel, food • Repurposing and leverag- sales. Visit www.schneiderpr. Los Angeles, CA 90067 310/854-8161 manufacturing and foodser- ing content and PR coverage to com www.rogersandcowan.com vice industry for more than a augment SEO, sales activities, Mark Owens, CEO decade. He is also a graduate online reputation, tradeshow TAYLOR Holly Beverly, Vice President of Florida International Uni- marketing, analyst relations versity’s School of Hospitality and direct marketing. The Empire State Building How do you whip up excite- 350 Fifth Avenue, Suite 3800 Management. The agency’s PR Clients Include: Bridor, Cop- New York, NY 10118 ment for the “McDonald’s of and communications capabil- per Chef, CELSIUS, American 212/714-1280 the future,” with touchscreen ities include positioning and Flatbread Pizza, Power Air Fry- www.taylorstrategy.com ordering and mobile payment, messaging, thought leadership, er Oven Tony Signore, CEO & Managing or shine the spotlight on aspir- media relations, social media Please visit www.rosica.com Partner ing artists vying for their first management, influencer mar- for case studies and additional Mike Costabile, Managing Partner break into filmmaking in the keting, crisis communications, information. Coca-Cola and Regal Films content marketing, corporate Taylor partners exclusively Competition? communications, cause mar- SCHNEIDER with category leading consum- er brands that utilize lifestyle, Partner with Rogers & Cow- keting, direct marketing, media ASSOCIATES an, a global IPG-owned firm training and blogger outreach. sports, and entertainment plat- with a decades-long track re- Member of the Worldcom forms to engage consumers and Rosica’s social media services Public Relations Group cord in talent and entertain- include strategy, management, drive business growth. ment PR that also has a deep branding, content develop- 2 Oliver Street, Suite 402 Named “Consumer Agency of bench of food, beverage and Boston, MA 02109 the Decade” by The Holmes Re- ment/optimization, and follow- 617/536-3300 hospitality experts. er acquisition. The agency’s on- www.schneiderpr.com port, Taylor has more than 100 Programs for McDonald’s, line marketing team, based in employees with headquarters in Coke and others routinely rack Joan Schneider, CEO & Founder New York and offices in Los An- New Windsor, NY, is a Google Phil Pennellatore, President up millions of impressions, Certified Partner and special- geles, Chicago, Charlotte, and Atlanta. The agency provides a boost brand image, drive social izes in SEO, online reputation/ How do you make ice cream full array of services including: sharing and influence cultural reviews, online advertising newsworthy in winter, moti- brand planning; creative; digital conversations. (PPC and social ads), website vate the media to swoon over strategy and social media; stra- The agency also counts Betty development, and WordPress grilled cheese sandwiches, or tegic media relations; consumer Crocker, Bertolli, Illy, Nestea, security. build consumer and influenc- insights; measurement and eval- Evian, Edible Arrangements, As a “thinking partner” fo- er awareness for a startup or uation; event creative and pro- Heineken, Wheaties, Cheerios, cused on achieving clients’ emerging brand? Ask Schnei- duction, multicultural; and tal- Le District, L’Appart, Harry’s, objectives, Rosica creates and der Associates. We are passion- ent procurement and training. Esther & Carol, Two Forks, the executes thought leadership ate about creating and execut- Taylor develops and executes Pennsy Food Hall and Mayaca- programs with clearly defined ing innovative and measurable marketing communications mas Vineyards among its roster KPIs/metrics. The national PR campaigns to launch, re-launch programs for category leading of clients, using a mix of owned, firm creates and disseminates and accelerate growth for food food and beverage brands, in- earned and paid media, celeb- compelling, authentic stories and beverage brands. We know cluding — for the past 30 years rities, digital influencers, live and messaging to tell our cli- how to craft fully integrated — Diageo, the world’s leading events and data-driven tactics ent-partners’ good news in a communications programs that premium drinks business. Via to produce measurable results. powerful, effective fashion, create news while solving busi- social campaigns and stra- while supporting their sales and ness challenges. ROSICA communications goals. Rosica’s tegic media relations, Taylor SA also specializes in multi- has successfully launched new COMMUNICATIONS process includes: unit marketing, creating grand • Strategically identifying cli- products, reinvigorated iconic opening events and launching brands and sustained momen- 2-14 Fair Lawn Ave. ents’ business and marketing new products or programs for Fair Lawn, NJ 07410 goals/objectives; tum in the marketplace for Di- 201/843-5600 franchises. Services include • Identifying target audienc- ageo’s adult beverage favorites [email protected] messaging, media relations, so- such as Crown Royal, Guinness, www.rosica.com es, influencers and key opinion cial media, special events, cre- leaders; Captain Morgan, Smirnoff and Chris Rosica, President ative design, digital marketing, Bulleit, among others. • Honing client positioning, spokesperson training, influ- Rosica Communications is stories and key messages, tailor- encer outreach and crisis com- _ Continued on page 32 an integrated PR and online ing them to each audience; munications.

ADVERTISING SECTION | WWW.ODWYERPR.COM | MARCH 2018 31 Profiles of Food & Beverage PR Firms

TAYLOR solidate their agencies for an _ Continued from page 31 integrated approach. The firm’s growth in digital/social mar- keting has resonated with those brands and concepts interested The agency also partners with in a dual national and hyperlo- leading consumer food and cal approach with tactics rang- QSR brands for a wide range ing from paid search, organic of services, including product social, remarketing and social introductions, sponsorship ac- lead gen and the launch of its tivations, and digital strategy/ integrated SEO PR program. social activation. Notable work includes John- ny Rockets, Corner Bakery TREVELINO/ Café, TCBY, Moe’s Southwest KELLER Grill, Starbucks Coffee Com- pany, Mrs. Fields, National King Plow Arts Center Foundation for Celiac Aware- 981 Joseph Lowery Boulevard ness, Great Southern Craft Beer Suite 100 Competition and the Atlan- Atlanta, GA 30318 ta Food & Wine Festival. The 404/214-0722 Fax: 404/214-0729 [email protected] firm extends its commitment to [email protected] food and beverage four times a www.trevelinokeller.com year with its original Winepre- neurs event series, hosted in Trevelino/Keller has estab- partnership with Silicon Valley lished its food, beverage and Bank, for entrepreneurs who Taylor executed brand story-telling and consumer engagement for Bul- franchising practice as one of love wine. leit Bourbon’s Frontier Works campaign — a collaboration of artists and the more accomplished in the makers forging new frontiers. Taylor flipped the script on traditional ad- U.S., targeting emerging and WEBER vertising, uniting tattoo artists to create a 32 ft. tattoo billboard in LA. The middle-market companies feedback and resulting business impact were so strong that Taylor again across four channels: restau- SHANDWICK drove top shelf business results through a customized partnership and rants, franchising, manufac- cause marketing model, this time honoring neon. Iconic neon artist Lisa 875 N. Michigan Ave. Schulte (AKA, The Neon Queen) was tapped to create a dynamic neon turing and associations. With Suite 2400 its progressive foodie agency Chicago, IL 60611 billboard in LA’s Grand Central Market, generating donations for The Mu- seum of Neon Art. The campaign was then extended to consumers during culture, from wine making to 312/988-2400 www.webershandwick.com the holiday season via a sale of neon art inside Bulleit bottles, with all its own organic bee colony to proceeds benefitting neon sign restoration. seasoned salt production, as Gail Heimann, President well as programs such as Red Janet Helm, MS, RD, Chief Food and Nutrition Strategist, North With Ted and Farm to T/K, the America creating engaging content and with food and nutrition influ- firm is sought after for interna- managing issues. Our work in- encers, including registered tional, national and hyperlocal Weber Shandwick has built volves launching new products, dietitians and bloggers, who programming in four core of- one of the largest and most suc- reinvigorating brands, estab- are increasingly influencing ferings: Public Relations, Digi- cessful food and nutrition prac- lishing thought leadership, and the media landscape. Members tal/Social Marketing, Demand tices in North America. Our cli- leveraging scientific research to of our food practice are even Generation and Creative Ser- ents include many of the world’s change the way consumers and influencers in their own right vices. leading food companies, and influencers think about specific as accomplished food writers, With a commitment to we’ve been behind some of the foods or ingredients. bloggers, Instagrammers and launching new brands and most iconic campaigns for food We have a dedicated food and podcast hosts. Weber Shand- re-establishing lost leaders, brands in the country. Weber nutrition team that includes wick created and continues to Trevelino/Keller’s disruptive Shandwick also has deep exper- some of the industry’s most support the Nutrition Blog Net- approach to strategy and cre- tise in turning food categories strategic senior counselors and work — an aggregator of more ative makes it one of the more like milk, mangos and pecans content experts — including than 1,000 blogs written by innovative agencies in the in- into brands with award-win- registered dietitians, PhD nu- registered dietitians. Our food dustry. Its success cross fer- ning campaigns that change trition scientists, former and specialists have extensive expe- tilizing its food and beverage perceptions and build demand. current journalists and trained rience in engaging the commu- practice with franchising, en- Our food clients range from chefs. These imbedded experts nities that matter most to our vironment, health, lifestyle and the indulgent to functional, and have extensive experience in food and beverage clients.  even technology, gives it a leg they each have a story to tell. In public-private partnerships, al- up on those agencies limited today’s “always-on” world, we liance building, food and agri- by a franchise or food and bev- help brands engage always. We culture policy, food regulations, View & download profiles of erage only focus. Its balanced manage the online communities sustainability, food safety and hundreds of PR firms specializing in base of experience in B2B and of our multiple food clients and crisis communications. a dozen industry areas at: www.odwyerpr.com B2C enable companies to con- have extensive experience in We have strong relationships

32 MARCH 2018 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’SFOOD & BEVERAGE RANKINGS PR FIRMS

Firm Net Fees (2016) Firm Net Fees (2016)

1. Edelman, New York, NY $116,626,000 25. O’Malley Hansen Communications, Chicago, IL $626,000

2. Hunter PR, New York, NY 16,500,000 26. Quinn, New York, NY 617,460

3. APCO Worldwide, Washington, DC 16,283,900 27. Trevelino/Keller, Atlanta, GA 600,000

4. Padilla, Minneapolis, MN 14,895,275 28. Stuntman PR, New York, NY 541,613

5. Havas Formula, New York, NY 8,337,000 29. Maccabee, Minneapolis, MN 541,060

6. Taylor, New York, NY 8,244,000 30. Inkhouse Media + Marketing, Waltham, MA 498,300

7. Finn Partners, New York, NY 5,105,000 31. J Public Relations, New York, NY 466,735

8. Coyne, Parsippany, NJ 5,100,000 32. The Buzz Agency, Delray Beach, FL 364,945

9. RF | Binder Partners, New York, NY 4,915,523 33. rbb Communications, Miami, FL 343,278

10. 5W Public Relations, New York, NY 3,700,000 34. North 6th Agency (N6A), New York, NY 325,315

11. Jackson Spalding, Atlanta, GA 3,563,655 35. Singer Associates, Inc., San Francisco, CA 322,572

12. French | West | Vaughan, Raleigh, NC 2,713,433 36. Power Group, The, Dallas, TX 239,275

13. Konnect Agency, Los Angeles, CA 2,419,303 37. BizCom Associates, Plano, TX 230,000

14. 360PR+, Boston, MA 2,407,825 38. Moore Communications Group, Tallahassee, FL 184,965

15. Fish Consulting, Hollywood, FL 1,615,000 39. MP&F Public Relations, Nashville, TN 163,563

16. SPM Communications, Dallas, TX 1,436,025 40. Marketing Maven Public Relations, Camarillo, CA 160,010

17. Peppercomm, New York, NY 1,194,444 41. Rosica Communications, Paramus, NJ 145,180

18. Champion Management Group, Dallas, TX 1,168,333 42. TransMedia Group, Boca Raton, FL 140,000

19. Lambert, Edwards & Assoc., Grand Rapids, MI 1,040,000 43. BoardroomPR, Ft. Lauderdale, FL 100,000

20. BLAZE, Santa Monica, CA 1,020,000 44. Hemsworth Communications, Ft. Lauderdale, FL 69,024

21. Gold PR, Corona, CA 1,000,000 45. Red Sky PR, Boise, ID 49,454

22. LANE, Portland, OR 889,051 46. WordWrite Communications LLC, Pittsburgh, PA 41,000

23. IW Group, Inc., West Hollywood, CA 782,000 47. CooperKatz & Co., New York, NY 17,850

24. LaunchSquad, San Francisco, CA 750,000 48. Lovell Communications, Nashville, TN 9,649

© Copyright 2018 The J.R. O’Dwyer Co. OPINION Professional Development Targeting the NRA By Fraser Seitel

n a morbidly ironic way, the February the NRA by considering a public relations stopping school shootings. tragedy of the Parkland, Florida school strategy along the following lines: Meanwhile, the NRA’s Loesch singles out Imassacre has given Democrats new life in Call for a ban on assault weapons shoddy law enforcement and biased media their battle to win back the House of Repre- This is the key element in any political coverage, rather than the need for increased sentatives in November. initiative, because it’s what the NRA most gun control. Opponents, including Demo- Until the tragedy in Parkland, the Dem- fears. crats running for Congress, should recog- ocrats, for many First, there’s no earthly reason for in- nize that in “sticking to her guns,” Loesch reasons, had dividuals to own assault weapons — not and the organization she represents are shown little hope for hunting, not for self-defense, not for now clearly on the wrong side of the debate of mounting much nothing. This reality has been corroborat- and should be exploited for it. of a challenge to ed by countless military veterans, who, in Go after Wayne LaPierre Republican House editorials throughout the nation since the For nearly three decades, the Executive domination. Parkland massacre, have reaffirmed that Vice President and guiding light behind the Now, however, assault rifles are designed for war, to kill National Rifle Association has been an un- Democrats have people — nothing else. That’s the reason yielding, irremovable, undefeatable force in been presented a they’re banned in most civilized countries Washington. Not anymore. fat, newly-vulnera- and should be in the United States. The Parkland tragedy has altered the Fraser P. Seitel has ble public relations They aren’t, because gun manufacturers NRA equation. When powerful, con- been a communications target at which make lots of money from the sale of assault troversy-averse companies like MetLife, consultant, author and they can aim their weapons. How much? Nobody knows, be- Chubb, Hertz, Avis, Enterprise, Syman- teacher for more than mounting congres- cause the NRA has consistently lobbied tec, Allied Van Lines and even conserva- 30 years. He is the au- thor of the Prentice-Hall sional campaign: against any national gun registry that would tive Georgia-based Delta Airlines cut ties text, The Practice of the National Rifle track such purchases. Protecting the sale with the NRA, you know the ground has Public Relations. Association. of assault weapons, such as the one used shifted. And both the NRA and Wayne First, a few facts: in Florida, is the NRA’s Holy Grail, which LaPierre, its gun-toting ideological leader • Democratic is why Republicans, worried about NRA with the French-sounding name, are now leadership is old and tired and out-of-touch. votes, have shied away from the topic and vulnerable.­ Nancy Pelosi in the House, despite over- instead pursued “safer” compromises like So, if the Democrats truly want to win whelming sentiment in her own party to banning bump stocks, raising gun-buying back the House, they should begin to focus ditch her, refuses to let go. Her Senate coun- ages and fortifying background checks. In their public relations sights on the one tar- terpart Chuck Schumer has become little the midterms, Democrats should aggres- get which, in light of recent awful events, more than a whiny obstructionist. Republi- sively campaign to ban all assault weapons most Americans have come to believe can opposition in November would have an and force their adversaries to make a public should no longer stand.  easy time picking both leaders apart. choice. • Democratic progressive leaders have Take on the new NRA chief spokesperson similarly little chance of gaining traction. The new face of the NRA, as we learned PR news brief Obama wannabes Senators Kirstin Gili- after the Parkland shooting, is the articu- Evoke Group acquires brand, Cory Booker and Kamala Harris are late and camera-ready Dana Loesch. Big nowhere near ready for prime time. And mistake. ­AboveNation Media socialists Bernie Sanders and Elizabeth Ms. Loesch is a Glenn Beck-mentored, Evoke Group, the umbrella entity of health market- Warren are just plain scary. full-on bible-toting conservative, who ing brands launched by Huntsworth Health unit Evoke Health, announced that it has acquired New York- • Democratic policy principles are either tweets, blogs, authors books and appears based ad agency AboveNation Media. non-existent or non-starters. Priorities frequently on radio and television. She’s The Huntsworth unit reported that it has acquired a such as immigration reform and Dreamer fearless and a true believer; presumably commanding 75 percent stake of AboveNation Media continuance and Russian election interfer- perfect to advocate for the NRA. for an initial sum of $1.75 million. ence, while laudatory, aren’t exactly at the But after a tragedy the likes of Parkland, AboveNation Media is a full-service media strate- gy, planning and buying agency with a focus on ad top of the list for most Americans. And where innocent children were once again tech and proprietary media solutions. The company, Democratic revulsion at the Trump tax cuts struck down by a lunatic with a war weapon, which was founded in 2014 and is led by CEO Steve that add money to most people’s wallets is a a tough-talking, in-your-face, take-no-pris- Minichini and president John Lee, generated reve- losing battle. oners true believer like Dana Loesch is the nues of $1.3 million last year. Leadership of the agency will remain unchanged in But the hope, even for a party so bereft of worst spokesman you could hire. light of the transaction, and no staff changes were ideas as the Democrats, rose anew on Feb- The situation screams for “empathy,” es- reported. Minichini and Lee will now report to Evoke ruary 14, when 17 children were tragically pecially from an NRA that’s already reviled Group CEO Reid Connolly. gunned down in Florida. Republicans, de- for its power and inflexibility. In the wake of Evoke Group in a statement said the acquisition will spite a growing national mood to take ac- Parkland, the NRA, beyond anything else, provide the health marketing operation with integrat- ed advertising technology solutions across all of its tion against guns, generally remain too tim- needs to convey concern and understand- advertising, public relations and influencer marketing id to confront the NRA’s lobbying might. ing and reasonableness. That’s why Pres- services. The Democrats should have no such ident Trump, having apparently learned Evoke Group was founded in 2015. Huntsworth compunction. If they want to take back from Charlottesville, is appearing to listen Health is London-based PR group Huntsworth’s larg- the House, they should take dead aim at to all sides and consider various options in est division.

34 MARCH 2018 | WWW.ODWYERPR.COM Financial Management Guidance on home equity debt, pass-through deduction

By Richard Goldstein put on an addition on the main home. Both Guidance on the “20 percent deduction” the loans are secured by the main home Of all the provisions of the Tax Cuts and few months ago, I wrote about the and the total does not exceed the cost of Jobs Act, none are likely to cause more new tax law. At that time there was the home. Because the total amount of both confusion than the new IRS Code Section a question regarding how to treat loans does not exceed $750,000, all the in- 199A. Put simply, the deduction, effective A terest paid on the loans is deductible. How- for tax years beginning after December home equity debt. Pre-Act law ever, if the taxpayer used the home equity 31, 2017, and before January 1, 2026, is Under pre-Act law, taxpayers could de- loan proceeds for personal expenses, such generally 20 percent of taxpayer’s quali- duct as an itemize as paying off credit cards, the interest on the fied business income from partnerships, S deduction qualified home equity loan would not be deductible. corporations, or sole proprietorships. Will residence interest, Example two: In January 2018, taxpayer this deduction be available to the public re- which included takes out a $500,000 mortgage to purchase lations industry? Yes and no! interest paid on a a main home. The loan is secured by the To take this deduction, the PR firm must mortgage secured main home. In February 2018, the taxpay- be a qualified trade or business other than by a principal res- er takes out a $250,000 loan to purchase a a specified trade or business or the business idence or a second vacation home. The loan is secured by the of performing services as an employee. residence. The un- vacation home. Because the total amount of A specified trade or business is any trade derlying mortgage both mortgages does not exceed $750,000, or business involving the performance of loans could rep- all the interest paid on both mortgages is services other than engineering or architec- resent acquisition deductible. However, if the taxpayer took ture. So where does this leave the PR indus- Richard Goldstein is out a $250,000 home equity loan on the try? Right now, I believe that part of the PR a partner at Buchbind- indebtedness of er Tunick & Company up to $1.0 million main home to purchase the vacation home, (or integrated marketing services) entities LLP, New York, Certified ($500,000 for mar- then the interest on the home equity loan that render a service will not be eligible. Public Accountants. ried filing separate- would not be deductible. However, there is a threshold exception ly), plus home eq- Example three: In January 2018, a taxpay- to exclusion of specified service trade or uity indebtedness er takes out a $500,000 mortgage to pur- business. If for any tax year, the taxable in- of up to $100,000. It did not matter what the chase a main home. The loan is secured by come of any taxpayer is less than $157,500 $100,000 was used for to deduct the interest. the main home. In February 2018, the tax- ($315,000 in the case of a joint return), the New law payer takes out a $500,000 loan to purchase exclusion for specified service trade or busi- For tax years beginning after Decem- a vacation home. The loan is secured by the nesses does not apply and the deduction is ber 31, 2017 and before January 1, 2026, vacation home. Because the total amount of available to the taxpayer, for that year. This the deduction for home equity indebted- both mortgages exceeds $750,000, not all of means that the individual PR professional ness is suspended, and the deduction for the interest paid on the mortgage is deduct- or any service business professional for that mortgage interest is limited to underlying ible. A percentage of the total interest paid matter will be able to take the 20 percent indebtedness of up to $750,000 ($375,000 is deductible. deduction.  for married filing separately). For tax years after December 31, 2025, the pre-Act law is Cryptocurrencies become social gold mine restored. The suspension for home equity indebtedness also ends for tax years begin- ryptocurrencies have become some total conversation volume, and banks com- ning after December 31, 2025. of the most talked about financial prised 27 percent of the brands included in IRS queries Cservices brands on social media, but this year’s list but represented only 14 per- Responding to many questions received mixed public perception and a lack of trust cent of conversation volume. from taxpayers and tax professionals, the in digital currencies and blockchain tech- For the first time in the report’s history, IRS said that despite newly-enacted restric- nologies remain potential barriers to their two cryptocurrencies — Bitcoin and Ethe- tions on home mortgages, taxpayers can adoption, according to a report released by reum — also made their way into NetBase’s often still deduct interest on a home equity social intelligence group NetBase. top 10 Brand Passion Index for financial loan, home equity line of credit or second NetBase’s annual report highlights both services brands on social media. mortgage, regardless of how the loan is cryptocurrencies’ meteoric rise in popu- When it comes to trust among consum- labeled.­ larity as well as the realities of how that ers, however, cryptocurrencies leave much Under the Act, as an example, interest on newfound awareness contrasts with current room for improvement. Bitcoin ranked a home equity loan used to build an addi- consumer opinion. second-to last in terms of trust in NetBase’s tion to an existing home is typically deduct- Even though cryptocurrencies comprised Brand Passion Index, above only Gold- ible, while interest on the same loan used to only nine percent of all the brands in Net- man Sachs. Fellow altcoin brand Ethereum pay personal living expenses, such as credit Base’s analysis this year, it was responsible ranked seventh. card debt, is not. for 40 percent of the total social media con- Cryptocurrencies also scored below aver- Examples versation volume surrounding all financial age in terms of net sentiment, which averag- Example one: In January 2018, a taxpay- services brands, beating every other finan- es both the positive and negative consumer er takes out a $500,000 mortgage to pur- cial category in the report. opinions of a brand. At 49.8 out of a pos- chase a main home with a fair market value By contrast, insurance brands made up 18 sible 100, crypto ranked behind payment $800,000. In February 2018, the taxpayer percent of the overall conversations covered services, investment banking, insurance takes out a $250,000 home equity loan to in the report but only three percent of the companies and Internet lending services. 

WWW.ODWYERPR.COM | MARCH 2018 35 WASHINGTON REPORT PR ties derail FRA chief

eath Hall, acting Chief of the Federal Railroad Adminis- tration, resigned Feb. 10 after Politico raised questions Habout whether he was moonlighting as a PR consultant in Mississippi.­ Appointed FRA’s deputy administrator in June, Hall took com- mand of the safety watchdog in January. Hall has been on extended leave of absence since January due to a family emergency. Previously, he had run Strategic Marketing Group in Madison, MS, but promised in his financial disclosure forms that FRA “will re- main dormant during Federal service.” Politico reported that Hall’s firm received $12,000 from the Madison County sheriff’s department from July through December and that his name frequently popped up as a Heath Hall spokesperson for the sheriff’s department. A Department of Transportation spokesperson said in a Feb. 10 statement that the DOT was unaware of allegations about Hall’s PR ties. She said it would be “troubling” if the allegations were true. Specific services provided are to include lobbying, regulatory The FRA, which has a $1.7 billion budget, is responsible for the consulting, data analytics and targeting, grassroots mobilization, oversight of 760 railroads. There were more than 825 railroad content development and creative design, so- deaths in 2017, which was the highest death toll in a decade.  cial and digital engagement, media relations, digital advertising and federal marketing. PIP will have offices in New York and Silicon Valley as well as affiliates in Latin America, Lyft books Insight PA Asia, and EMEA. Phil Armstrong (alumnus of Hill & Knowl- yft has booked InSight PA for Washington representation on ton, Zeno Group and Euro RSCG) heads New a range of transportation issues. York while Adam Rak (veteran TechAmerica L Insight is the firm formed in December by Podesta and and Symantec) leads the California outpost. Adam Rak BGR alums to provide “purpose-driven advocacy and lobbying The firm’s leadership includes Jefferson for companies, nonprofits and causes.” Group Founder Mark Cowan, Weber Merritt’s Jim Weber & Ber- Oscar Ramirez and Dana Thompson, veterans of Tony Podesta’s nie Merritt, Bond & Assocs.’ Phil Bond and Democratic National firm, handle the Lyft effort. Committee ex-Vice Chairman Patrick Murphy.  Lyft spent $630,000 for lobbying in 2017 in areas such as ride-sharing, self-driving cars, commuter tax breaks, future of work and smart cities. Before cutting ties, Podesta took a $150,000 chunk of those out- Schillinger invests in lays, while WPP’s Glover Park Group accounted for a $100,000 piece of the business. PA post at AIC Uber Technologies, Lyft’s archrival, shelled out $1.9 million in 2017 lobbying fees to a collection of firms including The Doer- mily Schillinger, who was press secretary for former House rer Group, Franklin Square Group, Ballard Partners, Federal Hill Speaker John Boehner, is now VP-PA at Group and Invariant.  Ethe American Investment Council. She will promote AIC’s message about how private equity investment creates jobs, grows the economy and strengthens retirement secu- Heavy-hitters launch Potomac rity for the American public. AIC reports that the fund-raising by the pri- International Partners vate equity industry, which includes firms such as Apollo Global Management, Blackstone and otomac International Partners has launched in Washington Carlyle Group, rose 14 percent in 2017 to $231 Emily Schillinger with luminaries such as Gerry Cassidy, former Cassidy & billion, its highest level since 2008. PAssocs. chief; Ed Feulner, Heritage Foundation founder; Bill Most recently, Schillinger was communica- tions director at Press, CNN political contributor and Douglas Fraser, retired Air the House Ways & Means Committee, where she handled messag- Force General and commander of the U.S. Southern Command, ing for the tax cut measure. as board members. Prior to working for Boehner, she was communications director PIP says it will offer clients strategic counsel, integrated pro- for Sen. John Barasso (R-WY), press secretary at the Commerce grams, and campaign management in three main practice areas: Dept. and assistant press secretary in George W. Bush’s White government relations, advocacy communications, and interna- House. tional consulting. Mike Sommers, former Chief of Staff to Boehner, heads AIC.

36 MARCH 2018 | WWW.ODWYERPR.COM International PR News

Mercury targets Turkish The PR engagement is through law firm Venable and calls for SGR to handle outreach to the U.S. Congress, federal policymak- investment ers and the media. Under the agreement, Qatar's DC embassy provides SGR written ercury Public Affairs has inked a two-month deal through directions at the beginning of each month to outline the specific May 15 to represent the Turkey-U.S. Business Council in actions to be performed during that period. Mits effort to increase trade and investment volume be- SGR is to receive its retainer by the 5th of each month. If ­payment tween the countries. is not received by the 10th, SGR has the right to stop its work. The Omnicom unit will provide PR counsel to TUSBC and con- The Arab states erected their blockade mid-June of last year due duct outreach to American policymakers. to Qatar's alleged support of terror groups and its cozy relation- Though TUSBC is an association of private businesses, Mercury ship with Iran. registered the work with the Justice Dept. “out of an abundance of caution.” TUSBC “operates under the Foreign Economic Relations Board, Levick pushes trade with Korea which in turn operates indirectly under the auspices of the Turkish Ministry of Economy,” according to the filing. evick will represent South Korea’s Ministry for Trade and En- U.S. Secretary of State Rex Tillerson met with Turkey’s president ergy as it works to promote the benefits of the US Korea Free Recap Tayyip Erdogan earlier this month in a bid to improve rela- LTrade Agreement. tions between the two nations. Serving as subcontractor to K&L Gates law firm, the Washing- The U.S. has criticized Erdogan for his crackdown on the me- ton-based strategic communications shop will educate Americans dia and political opponents. Turkey is upset with U.S. support for on the benefits of the trade deal. Kurdish fighters in Syria. Using social media, media outreach, events, and meetings with Following the meeting with Erdogan, Tillerson said the US and policy influencers, Levick is expected to pitch Korea as a devel- Turkey will now “lock arms” to work together to improve ties.  oped country that invests in the US economy fairly, employs US workers and contributes to American consumers. Though Levick is still hammering out details of its work, it decid- Qatar signs SGR for PR push ed to register with the Justice Dept. “in an abundance of caution.” President Trump on Feb. 13 called the 2012 trade agreement GR LLC has landed a $40,000 per-month pact to provide with Korea “a disaster.” He promised to either renegotiate a “fair government relations/consulting services to Qatar, which deal” or junk it. Shas been under an economic blockade by its Arab neighbors U.S. and Korean envoys began re-working the trade pact last led by Saudi Arabia. July.  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.

Gunster Strategies Worldwide, Inc., Washington, D.C., registered Feb. 2, 2018 for Pakistan People’s Party (PPP), Islamabad, Pakistan, to assist with an upcoming visit by the Chairman of the PPP, Mr. Bilawul Bhutto Zardari, and arrange interaction with members of the congressional and executive branches as well as media outlets.

CLS Strategies, Washington, D.C., registered Feb. 12, 2018 for Government of Peru, Washington, D.C., to provide strategic advice on promoting image of Peru relating to democratic values and possible entry into the Organisation for Economic Co-operation and Development.

Forbes Tate Partners LLC, Washington, D.C., registered Feb. 10, 2018 for Embassy of Japan, Washington, D.C., to monitor and advise on U.S. policies and government actions of interest as well as communicate with members of Congress and their staff.

The Chwat Group, Alexandria, VA, registered Feb. 14, 2018 for World Uyghur Congress, Munich, Germany, to represent WUC policies and positions on human rights, democracy and issues impacting the Uyghur peoples before US Government and US public and private sectors.

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.

Jones Group International, LLC, Vienna, VA, registered Feb. 26, 2018 for AT&T Services, Inc., regarding AWS-3 spectrum proceeding and negotiat- ing with the Department of Defense and other federal users in the 1755-1850 MHz band of wireless spectrum.

Dentons US LLP, Washington, D.C., registered Feb. 26, 2018 for The Havasupai Tribe, Supai, AZ, regarding administrative decision by the Bureau of Land Management to withdraw a ban on certain mining activities in Arizona.

Akin Gump Strauss Hauer & Feld, Washington, D.C., registered Feb. 23, 2018 for Cargill, Inc., Wayzata, MN, regarding North American Free Trade Agreement and international tax reform.

Swenson Strategies, Inc., South Jordan, UT, registered Feb. 23, 2018 for Specialty Equipment Market Association (SEMA), Diamond Bar, CA, regarding protection and restoration of racing opportunities on the Bonneville Salt Flats in Utah.

WWW.ODWYERPR.COM | MARCH 2018 37