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Noemi Pollack’s Desk (July)

Greetings: Like the last few months, influencers, "fake news" and all things digital, continued to dominate the marketing pages, whether mainstream or trade news, online or not. As to the advertising sector, there is continued struggle in the face of the dominance of Google and Facebook. The discussion on what's up with logos and the question of a brand's visual identity also caught my attention.  Out of all the topics, one, in particular, took over the airwaves, so to speak -- the acquisition of Whole Foods by Amazon and its consequences for the future of retail stores. Maybe you missed some of it, but here it is...

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... from Noemi Pollack's Desk -
July

Greetings: Like the last few months, influencers, "fake news" and all things digital, continued to dominate the marketing pages, whether mainstream or trade news, online or not. As to the advertising sector, there is continued struggle in the face of the dominance of Google and Facebook. The discussion on what's up with logos and the question of a brand's visual identity also caught my attention.  Out of all the topics, one, in particular, took over the airwaves, so to speak -- the acquisition of Whole Foods by Amazon and its consequences for the future of retail stores. Maybe you missed some of it, but here it is...

Noemi is Founder and CEO of The Pollack PR Marketing Group, an integrated agency based in Los Angeles with offices in New York, celebrating its 32nd year of driving influence and branding awareness.

Stories You May Have Missed…

What's Behind The Recent Media Bloodbath? The Dominance Of Google And Facebook

Poynter

So, what's behind all the doom and gloom? For the most part, the continued financial success of Silicon Valley titans Google and Facebook, whose dominance of the advertising sector has left publishers fighting over scraps. Read More.

When Influencers Peddle Click-Bait And Fake News, Everyone Loses

Forbes

Several major brands announced that they were pulling their advertising dollars from Google, YouTube, and Facebook as part of their effort to disassociate themselves from hateful videos and presumably fight "fake news." Instead, they're heading en masse to influencer marketing. Read More.

Study Finds That Brand Takeovers Are the Most Effective Way to Advertise on Social Media

Adweek

No matter how original your content is, it's hard to stand out in a sea of competing messages like the 3.6 million tweets about former FBI director James Comey. So how can brands make a mark when it comes to the world's most fickle social network? According to a new study commissioned by Twitter and IPG Media brands, the answer is simple: stage a takeover. Read More.

How Logos Became The Most Important Quarter-Inch In Business

Fortune

Suppose Uber - to pick a random example of a distinctly digital-era company - had been founded in 1909. Obviously, it would have had a different business model (not involving a smartphone app), but let's say it involved efficiently moving people from place to place. What, in those days, might have been this firm's visual identity-its logo? Read More.

Op-Ed: The Age Of Digital Darwinism

Business of Fashion

Online luxury sales exceeded €20 billion in 2016, representing about eight percent of the total personal luxury market. We expect this figure to reach €75 billion by 2025, representing one-fifth of the total personal luxury market. For many brands and department stores, digital is the only channel that's growing, as physical stores increasingly become empty temples of desire and go from being an asset to being a liability. Read More.

Agency News

Forbes: To Connect With Gen Z, Marketers Need To Listen

by Stefan Pollack

"When I first published my book "Disrupted, From Gen Y to iGen: Communicating with the Next Generation" in 2013, I felt that the public relations and marketing worlds were largely unprepared for the onslaught of this new type of consumer. I addressed the revolutionary realities of a new generation of consumers, which I labeled iGen (and is often referred to as Gen Z) coming into the marketplace and was prompted by an acute realization that they were just about to enter college." Read here.

The Baronial CEO Suite - On Its Way To Extinction

by Noemi Pollack

"In a recent NYT article headlined, "The Decline of the Baronial CEO," in which it stated that the CEO, whether of a private or public company, had to recognize that they were no longer the "baronial chief executive of another era, sitting atop an industrial dominion with all the attendant privileges." Apparently fast economic growth and rising earnings did camouflage the cost of outlandish indulgences for a very long time. What surprised me is that this article might have been more in tune with reality had it appeared about a dozen years ago, a time when the advent of technologies created a complete different corporate order." Read here.

The Art of Storytelling

by Leora Nessim

"Twenty years ago today, Harry Potter and the Sorcerer's Stone was published. Why this is a landmark, is worth noting, as over the course of the last two decades, this magical series has had a profound impact on our pop culture Harry Potter has built, and retained, an incredibly large and loyal fan base, allowing it to expand out of the literary world and into movies, theater, and theme parks. After inspiring an entire generation of kids to love reading and becoming the best-selling book series in history, Harry Potter has proven, once again, that captivating storytelling can lead to a worldwide sensation." Read here.

PPMG Helping New York's One To World Open Hearts and Minds

Our New York colleagues Olivia Walker and Jeff Monford were delighted to attend One To World's annual gala, where program participants from around the globe shared stories about the difference its programs made in their lives.

And We Add A Few Client Highlights…

Netafim NetMaize 

The agency is leading the launch efforts for a new mobile app from Netafim that is designed to help farmers with drip irrigation, deliver the right amount of water to their crop based on local climate, weather and soil conditions.  The launch campaign consists of media relations outreach to agricultural and advertising trades, and will include a significant online component that targets farmers on Facebook, Twitter and Linkedin.

Re-imaging A Shopping Center 

In support of client Gershman Properties, the agency kicked off a marketing and advertising campaign to re-introduce a community landmark, Frugatti Plaza, to Bakersfield. Having wrapped a stylish fashion photoshoot at the shopping center, the agency is developing creative digital and print marketing pieces in advance of a widespread awareness program.

SodaStream Taste Test 

Agency client SodaStream hosted a tasting event on June 22, in celebration of National Hydration Day. The event attracted "The Bachelor" reality stars Lauren Bushnell and Amanda Stanton. Additionally, it garnered attention from several media sectors, including the  entertainment, health and wellness, and lifestyle media, as well as from influencers who participated in a blind taste test, comparing sparkling water made with NYC tap water using a SodaStream to other bottled sparkling water brands. Results of the taste test proved participants preferred sparkling water made with a SodaStream over the more expensive bottled brands. 

A Prime Purchase

Following the announcement of Amazon's acquisition of Whole Foods Markets, the agency quickly jumped to position client Market Track, a retail analysis firm, on the news cycle as an expert source. The firm was able to supply commentary on a gamut of implications for the grocery sector that would  result from such an acquisition. The Agency garnered feature stories on NBCNews.com, Internet Retailer, MarketWatch and a syndicated article on Associated Press.

Ushering In A New Law Index 

The agency supported LegalShield, one of North America's leading providers of legal safeguards for individuals, families and small businesses, in launching its new Law Index. The Index is made up of leading indicators that provide a forward-looking snapshot of the economic and financial status of U.S. households and small businesses. The Agency designed a multimedia release that generated a total online audience of 88.7 million. We also secured desk-side briefings in New York for LegalShield's CCO with economy reporters at CNBC, Bloomberg News and Barron's, and arranged for the news to be showcased on the Reuters sign in the heart of Times Square.

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