Archive
News & Opinions
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What Do Consumers Want?
At some point, everyone will use a self-driving vehicle. We’re already using the components – mobile devices, robots (thanks to mine for a sparkling kitchen floor!) and wearable technology – on a daily basis. Our devices help us do more and it’s becoming clear: The everyday technology we depend on is revolutionizing the way we perceive human performance. Social technology equips us be in several places at once, communicating across platforms, in an endless torrent of activity. But how are humans bearing up? Judging from the abundance of news stories and online conversations, it seems the embrace of technology is draining human batteries. And it’s made us serious about improving how we eat, sleep, live and learn, which will impact brands in new ways. How will brands succeed? By answering these five consumer questions across all social platforms: 1) Why should I believe you? Social media has created wary consumers...
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FleishmanHillard Appoints Lichi Hsueh as New Head of Client Service in China
FleishmanHillard announces the appointment of Rachel “Lichi” Hsueh in a newly created role overseeing client service and business development for its offices in Beijing and Shanghai. Hsueh will join the leadership team of FleishmanHillard in China, working closely with its president Li Hong and market leaders Jerry Zou and Miranda Cai. “There is great potential and demand for our services in China,” said Lynne Anne Davis, FleishmanHillard’s president of Asia Pacific. “We are thrilled to welcome such a seasoned practitioner as Lichi into this pivotal role that will further enhance our client service and propel our business in this strategic market.” As Managing Director and Partner, Client Service for FleishmanHillard in China, Hsueh will be based in Shanghai and responsible for securing new business and cultivating strong client relationships by providing brands in China with access to the best resources, strategic counsel and innovative services available within the FleishmanHillard...
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A Truth Well Told: PR Professionals Should Keep the Art of Writing Alive
Content marketing specialists seem to be the new “job du jour”. Every creative and communication firm wants one and those that have them claim that their person can create gold from straw. For PR professionals, now is the time to reclaim what used to be our bread and butter – our ability to create engaging content. We need to reassert ourselves as story tellers. While a good picture does tell 1000 words (still) and moving pictures (video or movies) are even better (witness the dominance of video in the winning Cannes campaigns), as an industry working in a multi-channel age, we should not lose sight of our role as lead scribes nor of the power of the written word. We need to continue to train people to write well in whatever language is their mother tongue. In fact, now it’s even more important for PR professionals to be excellent writers...
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FleishmanHillard Strengthens Global Crisis Communications Practice with the Expansion of FH 2020
FleishmanHillard Inc., the world's most complete global communications firm announced the expansion of its crisis communications practice with the deployment of FH 2020, a digital media crisis management solution offered in all locations needed by clients and in the areas most effective for them. FH 2020 enables businesses to prepare, anticipate, detect and mitigate crises in real-time through a strategic combination of people, processes and technologies. By the end of 2014, around 40 percent of the world population, or 3 billion people, has an Internet connection. In 1995, it was less than 1 percent.[1] Looking at this growth, businesses today are faced with a different set of challenges – building and protecting reputation while moving at the speed of social. In addition to monitoring and understanding the ever changing traditional media landscape, crisis today is exacerbated by social media. Managing social dialogues around brands in this unpredictable environment is only...
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FleishmanHillard Shanghai Names Brand Marketing Partner For ECCO China
FleishmanHillard Shanghai has been appointed as the PR agency for Danish shoe and leather brand ECCO to provide brand ambassador marketing services. Founded in 1963, ECCO is a world leading Danish brand of shoes combining style and comfort and has built its success on quality and innovative technology. ECCO is one of the few major shoe manufacturers in the world to own and manage every step of the shoemaking process. After several rounds of competitive pitch, FleishmanHillard stood out to become the selected PR agency for ECCO. Within the contract frame which covers the following years, Fleishman Hillard will help ECCO to promote the influential brand ambassador program, improving the brand image. Fleishman Hillard will leverage integrated communication programs, especially its robustly growing expertise in brand marketing to help ECCO reach the goal. Ms. Sarah Chu, head of ECCO China marketing said, “We feel very confident to cooperate with Fleishman...
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FleishmanHillard Supports FSG and the Shared Value Initiative in the Launch of Fortune’s Inaugural “Change the World” List
FleishmanHillard is pleased to announce its involvement in the launch of the first-ever Fortune “Change the World” list. FleishmanHillard supported the launch on behalf of clients FSG and the Shared Value Initiative, whose leadership executives served as expert advisors to Fortune for the compilation of the list. The list made its debut on CBS This Morning on August 20 and was released online, and is now available in the September print edition. A special intro authored by FSG co-founders Michael Porter and Mark Kramer accompanies the list, while the Shared Value Initiative launched a content platform atsharedvalue.org/fortune to learn more about shared value. TheFortune “Change the World” list represents the significant recognition by a top-tier publication about the importance of ‘doing well by doing good,’ and recognizes leading global companies that are innovating their business solutions to address complex social and environmental issues.
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PRWeek Names FleishmanHillard’s Dave Senay to Power List 2015
Dave Senay, FleishmanHillard’s president and CEO, has been named to the PRWeek Power List 2015. In the annual list, the influential industry publication asserted that he “transformed FleishmanHillard, keeping the firm in front of major trends such as convergence of social and traditional media and the integration of communications across paid, earned, shared and owned channels.” PRWeek also named Senay PR Professional of the Year 2014. The annual list recognizes influential individuals in the public relations and communications industry.
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Creative Outputs Are Important; Creative Input Is Essential
Over the course of more than 30 years in a communications firm, I’ve come to see creativity in a few different lights: I see it as a consumer, someone who occasionally is a member of the “target audience.” I see it as outputs – from print to videos to digital – both for our clients and in the work other agencies produce. But perhaps the most intriguing view I get of creativity is its evolution in the communications strategy and planning process. It’s in this third manner where creativity dons its most underappreciated and underemployed role: creativity as problem solver. The necessity for this role only rises as the rate of change (ROC) rises. The ROC seems to be following Moore’s law: doubling in speed every 18 months. That puts enormous pressure on marketers to adapt. If we are not adapting in a hyper-accelerated way, we will become obsolete in...
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Awards in 2014
Asia Pacific Agency of the Year, PRWeek Gold Award in Corporate Branding and Silver Award in CSR Communications, CIPRA...
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Brands need to convince Chinese consumers on the value of online shopping New findings from FleishmanHillard’s 2014 ‘Authenticity Gap’
Beijing, August 4—FleishmanHillard today unveiled the 2014 results of its global Authenticity Gap studies in China, which explore the gap between what consumers experience when engaging with companies and what they expect of them. Interestingly views that though online shopping is a fast growth area in China, Chinese consumers feel that online shopping brands are not providing the value they expect. “This research highlights the need for companies expanding their online presence in China to do more to reassure consumers of the benefits of online shopping. Consumers want to know they will get the same quality service online as in the store, particularly with regards to imitations, payment security and the potential for the same product to cost less overseas,” commented Rachel Catanach FleishmanHillard’s Asia Head for Reputation Management and Managing Director Hong Kong. The agency developed the insights to help companies understand the behaviors consumers most associate with authentic...