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2014

Communications & new media May 2014 I Vol. 28 No. 5 ANNUAL PR RANKINGS ISSUE

PR FIRMS RANKED BY NET FEES, ANNUAL GROWTH, GEOGRAPHY, SPECIALTY AND MORE. More than 130 firms ranked! PG. 16 TECHNOLOGY PR RANKINGS h TECH PR TAKES TOP BILLING h PG. 24 HEALTHCARE PR RANKINGS h FINANCE FIRMS REBOUND h FROM ROUGH YEAR PG. 28 FINANCIAL PR RANKINGS h REPORT: FIRST-QUARTER NUMBERS h ARE IN FOR AD CONGLOMS h h hhh PLUS: hhh PROFILES OF TOP INDEPENDENT PR FIRMS GOSSIP COLUMNISTS TELL ALL

EDITORS WEIGH IN ON DIGITAL JOURNALISM, PR

SOCIAL MEDIA SKILLS THAT BEAT THE COMPETITION

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Vol. 28, No. 5 May 2014 EDITORIAL O’DWYER’S RANKINGS OF When defending the fringe backfires. SPECIALTY PR PRACTICES RANKINGS OF SPECIALTY INTERACTIVE ADS TOP TV 6 32 COMPETITION THROUGH REVENUES FOR FIRST TIME SOCIAL INTELLIGENCE PRACTICE PR FIRMS In 2013, interactive ad revenues sur- 8 Social media is the greatest hot- passed annual broadcast television sales 38button topic for marketers today, yet issues for the first time. remain in proving social media’s value. PR PROS TOP TARGETS OF MAJORITY OF TOP PR FIRMS CYBER ATTACKS GAINED DOUBLE DIGITS 32 According to an Internet Security 8 Independent PR firms showed Threat report, PR people are top targets of strong40 growth in 2013, according to cybercrooks. O’Dwyer’s 2014 rankings of PR firms. STRONG Q1 PR GROWTH AT RANKINGS OF TOP U.S. IPG, AS WPP, OMC INCH UP RANKINGS OF TOP RANKED Interpublic’s PR operations out- U.S. INDEPENDENT PR FIRMS INDEPENDENT PR FIRMS paced WPP, Omnicom and Publicis,10 but all saw first quarter growth. 44 O’DWYER’S RANKINGS OF FORBES, HUFFPOST WEIGH TOP PERCENTAGE GAINERS IN ON WEB JOURNALISM 46 O’DWYER’S RANKINGS OF TOP Media pros talked at Gibbs & Soell’s annual “Welcome to the 12 Global FIRMS BY REGION/GEOGRAPHY 44 Street Fight” event. www.odwyerpr.com 48 WEB JOURNALISM WON’T Daily, up-to-the minute PR news RETAINING SPOTLIGHT, REPLACE LOST JOBS DIGITAL FUELS TECH GAINS Tens of thousands of newspaper Tech, now PR’s most pervasive 52jobs have been lost, but online journalism sector, showed continued growth14 in will salvage some jobs. 2013, buoyed in part by digital. CRISIS HITS HOME: WHEN PR O’DWYER’S RANKINGS OF GETS PERSONAL TECHNOLOGY PR FIRMS 54 How many PR pros experienced with HEALTHCARE TRANSI- 16 crisis have a plan ready in the event that a per- TIONS TO WELLNESS sonal crisis happens to them? Healthcare PR firms are reposi- 18 TRUE BRAND ADVOCATES DO tioning from an industry for the sick to a MORE THAN TAKE ORDERS “well-being society.” Engaging audiences is a matter of O’DWYER’S RANKINGS OF 56taking the time to put yourself in their shoes. HEALTHCARE PR FIRMS PROFILES OF TOP RANKED U.S. EDITORIAL CALENDAR 2014 FINANCIAL FIRMS SEEK 24 INDEPENDENT PR FIRMS January: Crisis Comms. / Buyer’s Guide REBOUND FROM 2013 58 February: Environmental & P.A. Financial firms closed the books WASHINGTON REPORT March: Food & Beverage on a mixed 2013, but look ahead for26 solid April: Broadcast & Social Media gains in 2014. 88COLUMNS May: PR Firm Rankings O’DWYER’S RANKINGS OF June: Global & Multicultural FINANCIAL PR FIRMS PROFESSIONAL DEVELOPMENT July: Travel & Tourism 28 80 Fraser Seitel August: Financial/I.R. TALK TO GOSSIP COLUM- OPINION September: Beauty & Fashion NISTS, DON’T STIFF THEM October: Healthcare & Medical 82 Jack O’Dwyer Gossip columnists spoke at an 30 November: High-Tech April panel sponsored by the Center for PR BUYER’S GUIDE December: Entertainment & Sports Communication in New York. 90 ADVERTISERS Abernathy MacGregor...... 5 Gorkana...... INSIDE COVER Lou Hammond & Assocs...... 49 Ruder Finn...... 77 Bob Thomas Productions...... 30 Gregory FCA...... 31 Makovsky...... 9 Sachs Media Group...... 53 Catapult PR-IR...... 57 GYMR...... 17 Marketing Maven...... 55 SGP Worldwide...... 67 Cerrell Associates...... 47 ICR...... 27 NIRI...... 29 Chandler Chicco...... 23 J Public Relations...... 35 NYU...... 3 Shoot Publicity...... 8 Cooney/Waters...... 25 Jackson Spalding...... 15 Omega World Travel...... 81 Sloane & Company...... 73 The Dilenschneider Group...... 69 Jarrard Phillips Cate & Hancock...... 19 Peppercomm...... 33 Stanton PR + Marketing...... 21 Edelman...... 41/42 Joele Frank, Wilkinson Brimmer Katcher.....63 Pierpont...... 51 Strauss Media Strategies...... 13 Fahlgren Mortine...... 37 Kaplow...... 7 Podesta Group...... 61 Feintuch Communications...... 52 Kellen Communications...... 11 Rubenstein PR...... BACK COVER TV Access...... 80 Finn Partners...... 75 Log-On...... 79 RF|Binder...... 39 W20 Group...... 20/21 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. Maymagazine_Layout 1 4/30/14 6:14 PM Page 5

RANKINGS OF SPECIALTY PRACTICE PR FIRMS

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EDITORIAL On defending the fringe, for your own benefit

f you’re going to pick a hero, you might want to do some research first. This April — here- EDITOR-IN-CHIEF by christened Wing-Nut Appreciation Month — the U.S. media showcased several polar- Jack O’Dwyer Iizing personalities whose actions drew ire from the public. Mysteriously, several talking [email protected] heads raced to defend these loons as a means of bolstering their own agendas, and big surprise, the tactic backfired. ASSOCIATE PUBLISHER John O’Dwyer First we have Cliven Bundy, a Nevada rancher who, since 1994, has been parking his cat- [email protected] tle on federal land without paying the required grazing fees, and is now engaged in a standoff with the Bureau of Land Management for refusing to vacate livestock from land he does- ASSOCIATE PUBLISHER n’t own. Fox News pundits like Sean Hannity latched onto the Bundy story as ipso facto Kevin McCauley proof of the government’s eminent domain overreach, and in the weeks that followed the [email protected] renegade rancher and his wagon train of wearying frontiersman clichés served as a leitmotif for the network’s prefabricated political narrative. Constant coverage of the event was so EDITOR effective it riled scores of heavily-armed, camouflaged militiamen who convened at the wel- Jon Gingerich fare cowboy’s ranch, because they somehow believe a potential standoff with federal agents [email protected] makes them paragons of “patriotism.” Fast-forward a few weeks, when Bundy went on a videotaped tear regarding African SENIOR EDITOR Americans, whom he posited may have been “better off as slaves, picking cotton.” These Greg Hazley remarks put Fox’s story line on the skids, and drew wide condemnation from everyone on [email protected] the conservative spectrum from Glenn Beck and Bill O’Reilly to Rick Perry. Fox host CONTRIBUTING EDITORS Howard Kurtz blasted his network for foolishly giving Bundy so much airtime. Hannity was Fraser Seitel now in the embarrassing position of repudiating a man whom he used as a political bullhorn. Richard Goldstein The lesson: walking back a narrative is a mortifying enterprise. A better idea would have been not to take stock in (obvious) red flags in the first place. Chandler Klang Smith Then there was the case of Los Angeles Clippers owner Donald Sterling, who, during a Editorial Assistant & Research recorded argument with his mistress, stated that he doesn’t want her “associating with black people” (including basketball luminaries like Magic Johnson) or bringing them to Clippers ADVERTISING SALES games. The slumlord cum sports franchise owner was universally condemned for the Sharlene Spingler remarks and publicly disowned by just about everyone: Johnson called for his resignation; a Associate Publisher & Editor dozen sponsors (including Red Bull, CarMax, Sprint and Corona) pulled their Clippers spon- [email protected] sorships; and even President Obama took the time to blast Sterling’s “ignorant” comments. On April 29, NBA Commissioner Adam Silver officially announced that Sterling would be John O’Dwyer fined $2.5 million and barred for life from attending NBA games. Advertising Sales Manager Leave it to a few flapping wattles from the wrong side of the turkey farm to take a bad sit- [email protected] uation and, impossibly, make it about themselves. Donald Trump went on “Fox & Friends” O’Dwyer’s is published monthly for $60.00 to claim Sterling’s mistress — a “very bad girlfriend” — had “set up” the Clippers owner. a year ($7.00 for a single issue) by the Conspiracy nut Alex Jones, predictably, saw this as part of a larger conspiracy. Conservative J.R. O’Dwyer Co., Inc., commentator William Kristol went on “This Week” to complain that “everyone goes hyster- 271 Madison Ave., New York, NY 10016. ical over two or three sentences,” and that “deeds” take precedence over words. (212) 679-2471 Finally, we have Edward Snowden, who became a household name — and a hero to many Fax (212) 683-2750. — for leaking tens of thousands of highly classified documents exposing the National Security Agency’s surveillance tactics. Months after finding asylum in Russia, it appears the © Copyright 2014 former Booz Allen contractor has now found gainful employment as a lapdog for Vladimir J.R. O’Dwyer Co., Inc. Putin, which should come as a surprise to absolutely no one. Putin used a highly publicized, OTHER PUBLICATIONS & four-hour April Q-and-A session with Snowden via Russian TV network RT to laud Russia’s SERVICES: protocol of citizen data collection as laissez-faire in comparison to the U.S.’s brand of oppressive overreach. Putin even referred to Snowden as “a former agent” and “a spy.” In www.odwyerpr.com 4 breaking news, an April 18 Guardian editorial defending his softball interview, Snowden congratulated him- commentary, useful databases and more. self for broaching a dialogue with Putin on spying, a claim that probably fell on deaf ears Jack O’Dwyer’s Newsletter 4 An eight- from stateside supporters who have seen their favorite privacy advocate being reduced to page weekly with general PR news, media peddling Russian agitprop (there’s now even an online faction called “Snowden-Putin appointments and placement opportunities. truthers,” who believe the Russian government was behind Snowden the entire time). In case you’re not seeing the pattern here: each of our three April fools have walked, face O’Dwyer’s Directory of PR Firms 4 has first, into their own stereotypes. The headlines might have been unexpected, but they were listings of more than 1,400 PR firms throughout inevitable. Today’s media cycle demands that we regularly throw someone into the volcano the U.S. and abroad. to appease the outrage gods, but that doesn’t mean you have to jump in with them. When someone you don’t know seems hell-bent on destroying their reputation, leave them to their O’Dwyer’s PR Buyer’s Guide 4 Products own devices. Don’t try to pony a ride on their story for a cheap quote, lest you find yourself and services for the PR industry in 50 cate- gories. with Hannity on an apology tour of your own. When defending the loons of the world back- £ fires — and it will — you will have no one to blame but yourself. jobs.odwyerpr.com 4 O’Dwyer’s online job center has help wanted ads and hosts — Jon Gingerich resume postings.

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MEDIA NOTES Interactive ads top TV revenues for first time Interactive advertising revenues for the first time surpassed annual broadcast television sales in 2013, powered by a 6.7% rise to a record $42.8 billion, according to the Interactive Advertising Bureau. Broadcasters chalked up $40.1 billion in revenues during the past year. By Kevin McCauley reaching and engaging audiences.” video climbed 19% to $2.8 billion, search powerful 17% surge during the He noted the “staggering growth of advanced nine percent to $16.9 billion last quarter of the year, put inter- mobile is clearly a direct response to how and display rose seven percent to $12.8 Aactive spending on top. smaller digital screens play an integral billion. “The news that interactive has outper- role in consumers’ lives throughout the PwC conducted the survey. Partner formed broadcast television should come day, as well as their critical importance to David Silverman said the triple-digit as no surprise,” said Randall Rothenberg, cross-screen experiences.” surge in ad revenues for mobile shows President and CEO of IAB. “It speaks to Mobile ads jumped 110% for 2013 to consumers are viewing information on- the power that digital screens have in hit the $7.1 billion mark, while digital the-go. £ PR pros top targets of cyber attacks PR people and administrative assistants are top targets of cybercrooks, according to the latest Internet Security Threat Report issued by Symantec, the electronic information protection company in Silicon Valley. By Kevin McCauley

The recent IAB/PwC Internet Ad Revenue report shows the growth of interactive ads ybercriminals target those people executives, high-level government offi- in comparison to annual revenues for print because they are viewed as step- cials and Hollywood A-listers, said and broadcast advertising. Cping-stones toward top business Kevin Haley, Symantec’s director for security response. Symantec’s survey finds that crimi- nals lurk in the shadows for many months before waiting to strike in an effort to pull off a jackpot heist, rather than a series of quick-hit smaller strikes. “One mega breach is worth 50 smaller attacks,” noted Haley. There was a 62% increase in the number of data breaches in 2013 compared to the previous year. Those attacks resulted in more than 550 million identities exposed. Symantec recommends companies focus data protection measures on information, rather than a device or data center. Symantec recommends companies educate staffers and implement security infrastructures with data loss preven- tion, encryption, robust authentication and defense measures including reputation-based technologies. For consumers, Symantec says unique passwords should be created to each site they visit. Edelman handles Symantec. £

In the April 2014 edition of O’Dwyer’s, we mistakenly classified KickedUp Media Group as a social media firm. They are a video production company.

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REPORT Strong Q1 PR growth at IPG as WPP, OMC inch up Interpublic’s PR operations led by Weber Shandwick outpaced rivals WPP, Omnicom and Publicis, but all the major marketing Roubos has been an OMC Director since conglomerates saw first quarter growth continue. 1986. PR climbs at WPP First quarter 2014 PR and public affairs revenue at WPP By Greg Hazley and Kevin McCauley firms inched up 1.9% to $352 million on a like-for-like basis as revenue overall at the lion on “renewed vigor” of the US econo- marketing conglomerate rose 7% to top IPG cuts Q1 losses, shows big gains my. $4.2 billion. IPG slashed its first quarter losses to $22 On the PR front, key wins for That 7% growth led million and revealed double-digit gains. MSLGroup during Q1 included Brazil rivals Interpublic Interpublic in April announced a $22.4 accounts Amplificação and Trident. (6.6%), Publicis million first-quarter loss, which was down Publicis also acquired Washington-based (2.2%) and Omnicom from the $58.5 million year ago deficit. Qorvis during the period. (3%). Revenues rose 6.1% to $1.6 billion as Publicis debt is €790 million against WPP said the CEO Michael Roth reported “strength” in €761 million in cash and securities. PR/PA sector contin- the U.S. and “significant growth” in Latin Levy said he expects growth topping 4% ued an improvement America and Asia. for the year. seen in the fourth Omnicom PR units tick up 1.2% in Q1 He said IPG’s ability to “deliver cus- quarter of 2013 with Omnicom CEO tomized integrated services offerings is Omnicom reported first quarter 2014 PR all regions except John Wren increasingly becoming a differentiator for revenues grew 1.2% to $325.4 million on Latin America and the us, as are our digital capabilities.” an organic basis, outpaced by advertising Middle East growing The ad conglom’s constituency manage- (+4.9%, $1.7 billion) and customer rela- in Q1. The UK, Asia ment group (Weber Shandwick, tionship management (+4.2%, $1.2 bil- Pacific and Africa GolinHarris, DeVries, Jack Morton, lion). were top performers. FutureBrand and Octogon) chalked up Revenue across all units in Q1 rose 3% WPP, owner of 6.6% revenue growth to $321.8 million. to $3.5 billion, including 4% in the US to major PR operations Organic sales rose 5.7%. nearly $1.9 billion and 1.9% international- like Ogilvy PR, Weber Shandwick CEO Andy Polansky ly to $1.6 billion. Net income was essen- Burson-Marsteller told O’Dwyer’s IPG’s PR operation is off to tially flat — $205.5 million, compared and Hill+Knowlton a very strong start, showing double-digit with $205.1 million a year earlier. Strategies, reported Publicis Groupe Chairman & CEO gains in both reported and organic rev- OMC, which owns PR firms like North America, the Maurice Levy enues. Ketchum, Porter Novelli and UK and its advertising He said North America, Asia, Brazil and FleishmanHillard, took $7 million in pre- and media investment U.K showed solid gains. Consumer health, tax charges during the period related to its management operations showed particular- technology, corporate and digital media merger with Publicis Groupe. ly strong growth during the period. practices showed strong growth during the OMC debt tops $4 billion against While PR climbed 1.9%, period. cash/investments of $2 billion. advertising/media jumped 13% ($1.8 bil- IPG wrapped up the quarter with $776.6 Omnicom Group CEO John Wren col- lion), branding/identity/healthcare rose million in cash/marketable securities and lected $18 million in 2013 total compensa- 5.1% ($1.2 billion) and data investment total debt of $1.7 billion. tion, showing a healthy 21.7% rise during 0.9% ($939.6 billion). Publicis revenue growth improves the period in which the ad/PR conglom WPP said personnel rose 1.1% to Publicis Groupe reported first quarter posted flat revenues and net incomes of 121,055. Debt is $4.1 billion against $1.3 2014 revenue climbed 2.2% to around $2.2 $14.6 billion and $1.1 billion, respectively. billion in cash. billion, following a rocky fourth quarter. Wren, who earns a $1 million salary, reg- Huntsworth profits slip 10.4% Chairman and CEO Maurice Levy said istered a 19.8% rise to $10.1 million in Huntsworth reported a 10.4% dip in Publicis rebounded from the end of 2013 to cash payments under OMC’s non-equity ’13 operating profit to $34.6 million on post organic growth of 3.3% on the strength incentive plan bonus scheme. flat revenues of $288.5 million, a per- of digital, its US operations, and as emerg- According to OMC’s proxy statement, formance CEO Peter Gummer said ing markets and Europe showed signs of the committee rewarded Wren for driving reflects stepped up strategic investments life. “solid financial growth” during the past and continued softness in the European Levy said the blockbuster merger with year. market. Omnicom is “moving forward even though The CEO “developed the company’s Flagship Grayling showed a 26.8% progress is slower than anticipated.” The acquisition strategy and identified and drop in profit to $18.8 million, while deal is still expected to close in the third invested in high-performing businesses, Huntsworth Health advanced 3.5% to $20 quarter, although antitrust clearance is still including those in rapidly growing mar- million. under review in China. kets; these initiatives will enable the com- Financial unit Citigate and consumer- North American revenue (half of pany to meet the future marketing require- oriented Red enjoyed gains of 11.9% to Publicis’ income comes from the US) saw ments of its global clients more effective- $7.4 million and 19.2% to $5.2 million, organic growth of 4.3% to just over $1 bil- ly,” said the proxy. respectively. £

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REPORT Forbes, HuffPost weigh in on digital journalism, PR Print magazines like Forbes don’t have a readership problem, they have an advertising problem, Forbes Media Chief Revenue Officer Mark Howard told Gibbs & Soell’s annual “Welcome to the Global Street Fight” event in New York on April 11. By Greg Hazley

“The era of the blind pitch is over,” he from the then-84-year-old magazine to eaders are excited as ever to read said, noting that he does not read unsolicit- allow breathing room “to figure it out for and consume,” he said, “to see what ed email or pitches “unless you split the ourselves.” He cited Forbes’ decision to Rour editors have curated and see atom.” Soni said there are two key factors buy the content platform True/Slant in what they want readers to know … People to the PR realm right now. First: “Be so 2010, which compensated writers by both appreciate the finite experience of a mag- good we can’t ignore you.” He pointed to monetary payment and via advertising and azine with a beginning, middle and end.” JPMorgan Chase as an example of a com- sponsorship revenues of their pages. The But technology has introduced hypertar- pany that has attracted its share of nega- move coincided with media job cuts that geting and microtargeting to the ad realm, tive headlines, also garnering coverage for left a lot of writers out of work without a metrics that don’t translate platform on which to produce well to print media that have content. Many embraced the to bridge that divide. “There True/Slant platform and provid- is value in the messages in ed a wide range of professional advertising that goes with the content to grow the site, which, content. The challenge is pro- Howard noted, is not a news viding metrics that you get site but a forum for opinion and from the web.” analysis of news and issues. “I still think print has a Forbes also in 2010 rolled out place in the ecosystem,” said its native ad platform Jimmy Soni, managing editor BrandVoice, which affords sig- of The Huffington Post who nificant control to advertisers said he reads The New Yorker, producing editorial for the GQ and The Economist, Forbes site. The posts are clear- among print publications. Luke Lambert, President and CEO of Gibbs & Soell; Jimmy Soni, ly marked as BrandVoice con- “It’s a different reading expe- Managing Editor of The Hufﬁngton Post; and Mark Howard, Chief tent. Howard said advertisers rience.” Revenue Ofﬁcer of Forbes Media. are taught to use Forbes’ con- Soni said the “journalism is tent management system and dead” argument amid the rise Photos by Greg Hazley publish “just like editorial of digital is answered by out- staffers.” Advertisers get a lets like Politico, Pro Publica, HuffPost, its work with veterans. And second: monthly site license that allows them an BuzzFeed and UpWorthy, all founded in “Recognize that you’re more in charge of unlimited number of posts. The platform the last 10 years. “Many are generating your story than you’ve ever been.” He is expected to make up to 30% of Forbes’ content that wouldn’t have otherwise been cited Volkswagen’s viral ad featuring actor ad revenue by 2014. produced,” he said. Asked by G&S Jean-Claude Van Damme as an example HuffPost writers know audience data President/CEO Luke Lambert about the of company-produced content that gar- Soni said the HuffPost’s success has gripe that most new media get content nered wide coverage. Another example come in part because its staffers are as from “old media,” Soni said operations was clothing retailer Gap’s empathetic focused on publishing as much as content. like Politico and HuffPost spend “enor- response to racist graffiti on one of its ads “Editors know data patterns, audience mous amounts of money and time creating that sparked a “Thank you, Gap” cam- development,” he said. “You can’t bury stuff out of whole cloth.” paign. your head in the sand about where your ‘Net not a zero-sum game for readers He said a company like Goldman Sachs, audience is coming from.” Soni, who confessed that it’s not his job “a company we often go after,” works with He called the Post “unapologetic” in its to find a way to monetize the content his HuffPost on their small business initia- approach to journalism, which encom- publication produces, said social media tives, through paid content and advertising. passes news, humor and opinion, among has provided infinite potential for eye- Forbes’ native ads, digital growth other tenets. balls, expanding readership and changing Howard said the magazine is the “front The HuffPost in 2012 became the first the PR game. door to our brand,” which also encom- digital media outlet to win a Pulitzer Prize He said the Internet has also made the passes digital and conference and events. for senior military correspondent David media ecosystem “less hostile” and more “Who we profile on the cover is very Wood’s “Beyond the Battlefield” series on open to collaboration. “Partnerships are important to the business world,” he said. wounded veterans and their families. “It now the coin of the realm,” he said. “We But the foundation for Forbes’ road to dig- sent a wakeup call to the industry that the work with BuzzFeed or UpWorthy as their ital credibility and growth came from sep- Internet is not a dirty word,” said Soni, eyeballs might become ours. It’s not a zero arating the magazine from its Internet “that you can reach a large audience with sum game on the Internet. … Most people push. quality content.” in this room probably consume around 50 Howard said in 2000-01 Tim Forbes Continued on next page news sources a day.” spun out forbes.com as a separate entity 0

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Don’t call them “millennials” mass media to niche media,” said Yers] want to become leaders more The “millennial” demographic coveted Shapiro. He noted a hit show like “All in quickly, but see leadership as collective Forbes, HuffPost weigh in on digital journalism, PR by marketers and advertisers is a con- the Family” used to garner an audience with a strong natural consensus … No sumer force that will trump the Baby north of 67 million, while today Jimmy one is looking for companies to fix the Boomers, but targeting the generation Fallon’s “Tonight Show” is a success at world’s problems as their corporate pur- born since the early 1980s requires a deft, around 3.3 million viewers per night and pose.” engaging and authentic approach, said “The Colbert Report” is lauded at one Pivot sees engaging the audience in the Evan Shapiro, President of the cable net- million viewers. “Mad content production work Pivot. Men” is culturally process is key to that Shapiro, former President of IFC TV powerful and widely company/brand con- and Sundance Channel, leads a year-old acclaimed, yet its pre- nection and “open- network owned by Participant Media that mier this month source” content is the specializes in reaching the millennial seg- logged 2.3 million means to that end. ment, often with content — entertainment viewers. While the “For and by and advertising — that is influenced or relatively smaller fig- Generation Y is a big generated by its target audience. ures provide more deal to them,” said Asked by an audience member how segmentation for mar- Shapiro. “A lot of our marketers can get around complaints from keters, the method of decisions involve their millennials that companies are pandering reach has changed as feedback.” to them, Shapiro replied with step one: well. “It’s not pure Shapiro, however, “Get rid of the ‘millennial’ term. It sounds reach anymore,” he stressed the difference like marketing. Call them Generation Y.” said. “It’s about brand between user-generat- Pivot, which has a significant web pres- engagement and intent ed and open-sourced ence and is in more than 45 million house- to use [a product or Pivot President Evan Shapiro. content. User-generat- holds, affiliates with educational non- service]. They expect ed content is “cats on profits and has 15 studios on college cam- more from TV and trampolines,” he said, puses across the country. When an adver- wants brands to stand for something.” while open-source still allows for chief tiser like Hyundai, for example, wants to Robert Fronk, Executive VP of decision makers while incorporating ideas commission content for Pivot from that Corporate Image and Strategy at Nielsen, of the collective. Where UG content is college network, it issues an RFP through in revealing the latest results of Gibbs & chaos, OS is collaborative. Pivot, which believes the content or Soell’s study said that Gen Y brings an He added: “Gen Y doesn’t necessarily advertising (or mix of both) produced fos- impatience and expectation of inclusion need to make decisions, but they want to ters deeper ties to viewers because it is to its view of corporate leadership. “[Gen be involved in the process.” £ sourced through them. Shapiro said that Cartoon Network’s Adult Swim is the top network for Gen Y, noting that ads on that network look like content from Adult Swim, itself. “The Super Bowl kept people watching through a bad game because those ads are just good content,” he said of Seattle’s February rout of the Denver Broncos. Shapiro said the younger generation favors a type of altruism over unabashed capitalism and wants to know where companies stand. He noted 90% of Gen Yers like when a brand talks about what they do, and 80% say they would take less money to work for a responsible company. “You have to think about how your brand affects the world,” he said. “This generation is going to hold you to it. Nobody is perfect but we all do have to leave the place better or our brands will be punished.” But that desire for respon- sibility in companies should not be con- fused with purity. He added: “They buy junk food. They buy soda. They’re not saints.” The generation’s desire for more from the brands they use also applies to the medium of TV itself. TV still most effective Television remains the “most powerful medium on earth,” but it “has gone from

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REPORT Retaining spotlight, digital fuels tech PR gains PR’s most pervasive sector showed robust growth in 2013 as technology continued to permeate the consumer, media and and financial services — where PR was called upon more in 2013. Wins from corporate milieu. By Greg Hazley 2013 included Pitney Bowes and Facebook Spotify bolstered its performance last UK amid core tech n a year that saw Google Glass, iPhone year. Looking ahead, the firm said it clients like Microsoft, 5C and iPad Mini, NSA spying, plans to create around 100 new jobs amid HP and eBay. IAmazon drones, Apple vs. Samsung, expansion. “We’re seeing a great deal of Ruder Finn soared Microsoft’s Surface tablet, a shakeup at movement from established markets to 74% to $11 million. Yahoo!, as well as the most Internet IPOs younger, faster-growth ones,” said Key tech clients since 2000, PR agency acquisitions and Global Talent Director Sarah Robinson. include enterprise soaring revenues fueled work on behalf Lewis says it has a “war chest” of $30 software developer of digital clients. million for acquisitions this year. Infor, Xerox Park, Richard Edelman, In an end-of-the-year wrap-up, Allison+Partners in August opened an the Palo Alto President and Edelman Chief Richard Edelman noted office in Silicon Valley’s Mountain View, Research Center, CEO of Edelman the technology sector is now the top Calif., to put the firm, as San Francisco- and Samsung spender on PR, surpassing health and based senior partner Phil Carpenter put it, Research Amerca. consumer products. “This is true whether “at the epicenter of the technology com - Its RFI Studios digi - you are a large or small firm,” he said. munity.” Key tech business for A+P tal arm expanded to Among the top gainers for tech firms, includes Dropbox, Samsung, Zynga, San Francisco and W20 Group surged 165% to $14.3 mil - Sony, Mozilla and Sprint. China last year and lion; MWW doubled its tech revenue in March the firm over 2012 to $16.4 million; Zeno Group O’Dwyer’s rankings created a health IT leapt 82% to $10.5 million, and of tech PR firms operation to lever - Allison+Partners rose 52% to $14.4 mil - pg. 16 age its expertise in lion. the healthcare space Max Borges, CEO W20, which includes the healthcare toward technology of Max Borges MWW doubles tech Agency savvy WCG, Twist and W20 Ventures, markets. landed a multimillion-dollar PR account MWW picked up business from Hoopla LaunchSquad, from BMC Software in 2013. Among key Digital, Booking.com, Armitron, Agent headquartered in hires, WCG brought in social business Ace and BACtrack, among others, in 2013 San Francisco, saw a guru Michael Brito from Edelman in to build on a tech roster that includes 20% increase in tech November, and FleishmanHillard Senior Samsung Mobile, NQ Mobile, and Nikon. revenues to $10.3 VP of Digital and Social Media Adam It added Bite PR’s New York chief in million. Its roster Cohen in December to bolster its tech September as VP for enterprise and tech - includes Tibco practice, based in Boston, and promoted nology. Technology Chair Ephraim Cohen Software, Coursera, Dave Mihalovic to COO of its digital decamped for FleishmanHillard this Wine.com, and the operations in July. New York-based February, but MWW recruited Edelman TV streaming serv - Sarah Robinson, Twist, meanwhile, expanded to Austin Digital’s creative director Carl Sorvino ice Aereo, which is Global Talent and Atlanta, adding a consumer practice and FTI Consulting’s Mitzi Emrich to lead currently before the Director of to the tech-savvy operation. W20 also social. MWW also acquired London’s Supreme Court. LS, Lewis PR acquired European digital healthcare firm Parys Communications, a corporate, con - led by Jason Refreshed Wellbeing in October. WCG sumer and B2B firm that works for tele - Mandell, was head of worked PR for the troubled DNA kit mar - com and Internet giant Level 3. the game in forming a content operation, keter 23andMe, as well. Zeno, part of Edelman, had a record Original9, in 2012. Lewis sees US strength year overall with 44% growth to $35.8 Miami-based tech firm Max Borges Lewis PR, which acquired $9 million million. Its tech operation blossomed to Agency saw 21% growth in 2013 to sur - tech firm Davies Murphy Group last year, $10.5 million and includes Webtrends, pass $9 million in billings. The firm, was up overall by 26.6% and recorded Wargaming America, Murfie.com, which counts Voxx International, Swann $42.6 million of its $44.8 million in 2013 RentSocial and Redbox. Security, Korg and Marshall revenue in tech, cracking the top-10 of Rounding out the top 10, Edelman’s Headphones among its clients, special - the O’Dwyer’s rankings for the first time. billings in the sector grew 22% to nearly izes in consumer tech. The London-based, employee-owned $266 million; Waggener Edstrom dipped CEO Max Borges said the firm has firm said it is benefitting from invest - 3.4% to just over $57 million; APCO benefitted from building its existing ments made during the global recession inched up 0.3% to top $32 million; clientele, in addition to pitching new and expects to break $60 million by July Racepoint Global posted $19.4 million of business. “We pride our success in not on the strength of digital and growth in $24 million overall (+1.6%) in tech; and only exhibiting what we can do for Asia and the US, the latter being the SparkPR $11.4 million, up 1%. prospects but by providing new and source of 48% of its revenue. New busi - At Edelman, technology was among a exciting opportunities for existing clien - ness from McAfee, SAS, VMware and handful of specialties — alongside energy tele,” he said. £

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RANKINGS OF PR FIRMS SPECIALIZING IN TECHNOLOGY

Firm 2013 Net Fees Firm 2013 Net Fees 1. 40. Edelman New York $265,931,298 Trylon SMR New York $1,496,894 2. 41. Waggener Edstrom Bellevue, WA 57,008,000 North 6th Agency (N6A) New York 1,484,000 3. 42. Lewis PR San Francisco 42,560,000 Dye, Van Mol & Lawrence Nashville 1,451,751 4. 43. APCO Worldwide Wash., D.C. 32,133,169 Lambert, Edwards + Associates Grand Rapids 1,417,331 5. 44. Racepoint Global Boston 19,428,370 Makovsky New York 1,400,000 6. 45. MWW New York 16,354,000 Idea Grove Dallas 1,263,337 7. 46. Allison+Partners San Francisco 14,393,000 Catapult PR-IR Boulder 1,095,785 8. 47. W2O Group San Francisco 14,282,000 Moore Communications Group Tallahassee 1,033,825 9. 48. SparkPR San Francisco 11,360,750 Linhart Public Relations Denver 1,016,122 10. 49. Ruder Finn New York 10,958,000 Hunter PR New York 993,098 11. 50. Zeno Group New York 10,465,800 Rasky Baerlein Strategic Comms. Boston 963,049 12. 51. LaunchSquad San Francisco 10,251,182 K/F Communications San Francisco 921,034 13. 52. Finn Partners New York 9,308,094 Singer Associates San Francisco 842,550 14. 53. The Hoffman Agency San Jose 9,150,000 Wise Public Relations New York 586,000 15. 54. Max Borges Agency Miami 9,116,390 Seigenthaler Public Relations Nashville 554,329 16. 55. Horn Group San Francisco 8,000,000 Lane Portland, OR 488,673 17. 56. PadillaCRT Minneapolis 7,771,100 Feintuch Communications New York 479,166 18. 57. Airfoil Southfield, MI 7,382,549 rbb Public Relations Miami 434,011 19. 58. Fahlgren Mortine Columbus 6,960,614 Standing Partnership St. Louis 406,419 20. 59. Inkhouse Media + Marketing Waltham, MA 5,929,950 French | West | Vaughan Raleigh 402,000 21. 60. Highwire PR San Francisco 5,679,255 Pulp-PR Los Angeles 374,886 22. 61. SS|PR Northfield, IL 4,850,000 Kohnstamm Communications St. Paul, MN 354,923 23. 62. Coyne PR Parsippany, NJ 4,654,000 CooperKatz & Co. New York 320,356 24. 63. Bateman Group San Francisco 4,233,039 IW Group W. Hollywood 261,000 25. 64. PAN Communications Boston 3,965,280 Public Communications Inc. Chicago 254,864 26. 65. Formula PR New York 3,866,446 Beehive PR St. Paul, MN 247,748 27. 66. Jackson Spalding Atlanta 3,727,450 TransMedia Group Boca Raton, FL 225,000 28. 67. Gibbs & Soell New York 3,365,280 Schneider Associates Boston 215,500 29. 68. Walker Sands Comms. Chicago 3,069,256 Marketing Maven PR Camarillo, CA 178,179 30. 69. LEVICK Wash., D.C 2,968,410 RF | Binder Partners New York 193,727 31. 70. March Communications Boston 2,623,750 Red Sky PR Boise 178,153 32. 71. J Public Relations San Diego 2,432,570 OCG PR Ft. Worth, TX 178,094 33. 72. Kaplow New York 2,230,000 VPE Public Relations S. Pasadena 165,959 34. 73. Prosek Partners New York 2,192,350 O’Malley Hansen Comms. Chicago 156,000 35. 74. Peppercomm New York 2,094,314 McNeely Pigott & Fox PR Nashville 111,137 36. 75. 5W Public Relations New York 2,000,000 Landis Communications San Francisco 100,000 37. 76. Gregory FCA Ardmore, PA 1,900,000 Hope-Beckham Atlanta 88,869 38. 77. Hotwire New York 1,815,599 Rosica Paramus, NJ 86,500 39. 78. Trevelino/Keller Atlanta 1,540,000 Maccabee Minneapolis 65,751

RANKINGS OF PR FIRMS SPECIALIZING IN TECHNOLOGY

REPORT Healthcare PR transitions from sickness to wellness Healthcare PR firms are positioning for the “healthcare for the sick model” to a “well-being society,” offering a menus of approaches and behaviors for hospital systems, health management entities, technologies and food & fitness, according to experts. By Kevin McCauley

to herald the landmark decision that will on a treatment for epidermolysis bul- oming off a nearly 60 percent result in an estimated $2 billion in lost losa, as a client. surge (59.6 percent) in healthcare revenues, but priceless PR. In March, CWG bid farewell to Co- CPR fee income, New Jersey- The firm also worked high-profile Founder Lenore Cooney, who stepped based MWW Group is poised for campaigns such as the American Heart down after three decades of PR service. growth from clients such as N.J. Assn.’s signature “Go Red” campaign W2O recommits to healthcare Council of Teaching Hospitals, focused on women and heart disease W2O, which has been diversifying Emergency Medical Assn. of N.J. Rite and initiatives from the American Lung from its healthcare roots, has reaf- Aid, Centene Corp, Dukan Diet and Assn., Carolinas Healthcare, Qwest firmed its commitment to its founda- Swisse Wellness. Diagnostics, Dannon and Healthways. tional business with Jim Weiss playing MWW Group CEO Michael Kempner Kym White, Edelman’s Global Health a more hands-on says his firm, a top-20 PR healthcare Practice Chair, says a 2014 priority is to role and Diane operation with fees of $3.4 million, is focus on corporate health, digital, mar- Weiser, W2O keeping close tabs on what other exist- ket access and crisis management. Health Leader, ing “well-being societies” are doing. assuming leader- In late 2013, MWW acquired Parys O’Dwyer’s rankings of ship of the practice Communications in London, to keep across all the firms. abreast of developments in the U.K. healthcare PR firms “The agency has The deal added Four Seasons pg. 24 never had as many Healthcare Ltd., BBC Worldwide, News tools, talented peo- UK and Three UK to MWW’s line-up. ple and expertise to Micheal Kempner, MWW made waves here forrepresent- The practice also is looking to lever- tap to serve our MWW Group CEO ing Australia’s Swisse Wellness, a top age partnerships, such as Edelman’s growing client ros- vitamin company Down Under. collaboration with TEDMED, to further ter as we do today In crafting a plan emphasizing Swisse demonstrate healthcare innovation and and our commit- Wellness’ premium ingredients and cul- to provide new communications plat- ment to and pas- ture-driven service, MWW organized forms for clients. sion for this sector launch events in Hollywood that caught Cooney Waters eyes rebound of our business the eye of the Los Angeles Times, No. 5 firm Cooney/Waters Group remains as deep People and CNN. took a 26 percent hit in fee income to and robust as ever,” The firm built on that momentum by $14 million as it parted ways with long- said W2O Chief leveraging exclusives of celebrity and term client Sanofi Pasteur. Weiss. brand interaction with E!, Radar Online, CEO Tim Bird is optimistic about The company Cooney/Waters Extra and US Weekly. 2014 as the firm added a raft of new launched a digital Group CEO Kempner believes health and well- business in late 2013 with programs health practice to Tim Bird ness clients in the US and overseas slated for kick-off throughout the cur- capitalize on the share the common denominator of deal- rent year. convergence of ing with more proactive consumers. Allere, point-of-care diagnostics, and healthcare and technology and how net- “Coordination and collaboration, Water Supply and Sanitation works and data impact healthcare com- combined with cost-effective go-to mar- Collaborative Council, United Nations munications. ket initiatives that are informed by data unit dedicated for improving sanitation Led by Carolyn Wang and Rob and increased consumer engagement, in the developing world, represent new Cronin, the team helps clients engage will increase the odds for success for revenue streams for CWG. in and lead conversations surrounding everyone,” said the MWW chief. The group also works for US Centers mHealth, electronic health records, Edelman powers ahead for Disease Control, Novartis Vaccines, telehealth, personal genomics, popula- Edelman, which is the number-one Abbott Fund, Gilead Sciences and tion health, patient engagement, health healthcare outfit, enjoyed a 12.7 percent National Foundation for Infectious information exchange, clinical analyt- rise in fees to $114.4 million, and Diseases. ics and remote patient monitoring, rev- earned massive publicity for client CVS In November, Bird forged the enue cycle management and wearable Caremark’s decision to drop the sale of Clearpath Health Communications ven- devices. tobacco products from its stores coast- ture with Russo Partners. Weiss says W2O has continued inno- to-coast. That union in March landed vating in the space with the develop- Edelman coordinated the media blitz Scioderm, the late-stage clinical phar- Continued on page 22 via its “CVS Quits” promotional push maceutical company focused working 0

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HEALTHCARE RANKINGS cont.

ment of such proprietary ana- ing digital, social and tra- Dana Reeve Foundation. lytics tools as MDigital Life, ditional health program- The firm chalked up $3.5 million in which has mapped the digital ming sectors. healthcare fees during 2013. £ footprint of more than “With little industry guid- 220,000 US physicians to ance to go on, companies PR News Briefs date, and has applied an ana- are seeking hands-on expe- lytics-driven engagement rience. This experience, LAW FIRM TRUSTEE GOES strategy to transform clinical combined with our com- AFTER PR PAYMENTS trial recruitment initiatives for mitment to brand strategy, The liquidation trustee for the bankrupt global a variety of clients facing storytelling and break- law firm Dewey & LeBoeuf has sued to recover recruitment challenges. Coyne PR CEO through creative, positions more than $205,000 paid to crisis PR firm Sitrick Notable new hires in 2013 Thomas F. Coyne us strongly for continued Brincko Group. include Erik Hawkinson, growth and success in 2014 The trustee, Alan Jacobs, argued in a complaint Managing Director, formerly and beyond,” he said. filed April 17 in federal bankruptcy court in New York that the PR payments were made within 90 of Roche and Novartis; Mike Coyne PR’s chief says days of Dewey & LeBoeuf’s Chapter 11 filing, time Hartman, Chief Creative “much of 2013 growth frame known as a “preference period.” Jacobs Officer, formerly of Grey came from digital and contends that the payments enabled Sitrick to Healthcare, Digitas and social health-oriented ini- receive more funds than the firm would have been paid as part of an unsecured debt in bankruptcy. Publicis; Maura Bergen, tiatives for clients, includ- D&L filed for bankruptcy on May 28, 2012, a Managing Director, formerly ing the establishment of a high-profile collapse of a global firm that of Ketchum and Novartis; Center of Excellence in employed more than 1,000 lawyers. The firm hired Dorcas Lind, Group Director, Social Media, patient blog- Sitrick as media swarmed around its financial formerly of Ogilvy and GCI. ger networks, social media woes in March of 2012. D&L in June of that year Diane Weiser, petitioned the court to retain Sitrick through the W2O, which ranked second Health Leader of advisory board meetings Chapter 11 process to wind down the firm’s opera- among healthcare practices, W2O Group with bloggers, digital tions. recorded an 8.6 percent jump brand planning sessions The trustee, which included any additional PR in 2013 fees to $57.1 million. and brand ecosystem payments that are found during discovery, said it Coyne guides clients into unknown sent a letter to Sitrick Brincko in September 2013 ideation and development.” demanding return of the funds, which included Coyne PR CEO Thomas Coyne Coyne represents Novartis, Pfizer, payments in April 2012 of $38,000 and in May believes his firm will cash-in on oppor- Express Scripts, Humana, 2012 of $167,000. tunities offered by the rapidly converg- Breastcancer.org, and Christopher &

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RANKINGS OF PR FIRMS SPECIALIZING IN HEALTHCARE

Firm 2013 Net Fees Firm 2013 Net Fees

1. Edelman New York $114,410,747 35. Singer Associates San Francisco $1,250,000

2. W2O Group San Francisco 57,112,000 36. LaVoieHealthScience Boston 1,010,606

3. Ruder Finn New York 25,508,000 37. Bliss Integrated Comm. New York 975,000

4. APCO Worldwide Wash., D.C. 22,902,463 38. Gregory FCA Ardmore 950,000

5. Cooney/Waters Group New York 14,020,940 39. Jackson Spalding Atlanta 931,862

6. Makovsky New York 7,800,000 40. Lewis PR San Francisco 896,000

7. Waggener Edstrom Worldwide Bellevue, WA 7,543,000 41. L.C. Williams & Associates Chicago 880,455

8. Dodge Communications Alpharetta, GA 7,006,911 42. CooperKatz & Co. New York 832,166

9. Zeno Group New York 6,152,376 43. Perry Communications Group Sacramento 831,892

10. Spectrum Wash., D.C. 6,102,379 44. Fahlgren Mortine Columbus 808,841

11. PadillaCRT Minneapolis 6,095,625 45. Seigenthaler Public Relations Nashville 738,091

12. GYMR Wash., D.C. 6,064,518 46. Standing Partnership St. Louis 730,674

13. ReviveHealth Nashville 5,300,000 47. Sachs Media Group Tallahassee 710,793

14. Jarrard Phillips Cate & Hancock Brentwood, TN 5,054,163 48. LEVICK Wash., D.C. 579,410

15. Crosby Marketing Comms. Annapolis 4,804,999 49. Rosica Paramus, NJ 553,800

16. Racepoint Global Boston 4,487,292 50. Regan Communications Group Boston 484,500

17. Public Communications Inc. Chicago 4,025,867 51. Schneider Associates Boston 408,075

18. MWW New York 3,352,000 52. Trevelino/Keller Atlanta 360,000

19. Coyne PR Parsippany, NJ 3,305,000 53. Highwire PR San Francisco 343,000

20. Allison+Partners San Francisco 3,300,000 54. Beehive PR St. Paul, MN 331,979

21. Finn Partners New York 2,830,092 55. rbb Public Relations Miami 329,035

22. 5W Public Relations New York 2,800,000 56. VPE Public Relations S. Pasadena 310,786

23. SS|PR Northfield, IL 2,700,000 57. Bridge Global Strategies New York 296,292

24. Seven Twenty Strategies Wash., D.C. 2,495,542 58. Marketing Maven PR Camarillo, CA 270,686

25. Rasky Baerlein Strategic Comms. Boston 2,388,689 59. Linhart Public Relations Denver 256,920

26. Kyne New York 2,249,844 60. Maccabee Minneapolis 223,024

27. RF | Binder Partners New York 2,222,975 61. TransMedia Group Boca Raton, FL 175,000

28. Hunter Public Relations New York 1,970,964 62. Idea Grove Dallas 127,553

29. Lambert, Edwards & Associates Grand Rapids 1,586,943 63. Landis Communications San Francisco 110,000

30. Moore Communications Group Tallahassee 1,537,440 64. Red Sky Boise, ID 70,567

31. French | West | Vaughan Raleigh 1,475,000 65. Weiss PR Baltimore 66,000

32. Dye, Van Mol & Lawrence Nashville 1,268,636 66. OCG PR Ft. Worth, TX 56,366

33. McNeely Pigott & Fox PR Nashville 1,261,353 67. BizCom Associates Addison, TX 36,000

34. Pan Communications Boston 1,260,000 68. Hope Beckham Atlanta 34,589