MediAvataar's News Desk
PR disasters happen. But all too often, companies seem to make matters worse. One could be forgiven for thinking that the rules of crisis management have been clearly forgotten—or at best mislaid.
Is this true? Or is it that the rules of brand management have sneakily and inextricably changed?
It’s true some brands have been their own worst enemy, and through negligence or sheer incompetence have created an incident and then, by poor handling of the situation, literally poured kerosene onto the flames turning a spark into a wildfire. Leaving the rest of us wondering “what on earth were you thinking?!”
“A lot of people are sometimes too slow to act, or they could think they’re making too much of this too soon,” Jennifer Risi, Worldwide Chief Communications Officer and Managing Director of Ogilvy Media Influence. “But it’s better to be safe than sorry, better to be proactive and really get ahead of what’s going on, as opposed to letting the issue drive the news.”
The world has changed and with it so have the rules of brand management. Dealing with a PR crisis has always been tricky. But today it’s even more complicated.
Social media has radically changed the way a brand crisis can develop and escalate. We live in a world where…
1.virtually everyone has a camera in their pocket and the ability to broadcast what they’ve witnessed to the entire world, as well as respond to others in the heat of the moment.
2.anger has been proven to be the emotion that spreads the most easily over social media and is becoming increasingly vitriolic and sanctimonious.
videos go viral on social media in a matter of minutes.
3.every 60 seconds, there are 448.800 tweets, 29 million Whatsapp messages, 3.3 million Facebook posts and 500 hours of YouTube video*
4.28% of brand crises spread internationally within one hour and 69% spread to an average of 11 countries within 24 hours**.
There are a number of simple rules that brands would do well to observe in order to both survive and to limit short and long term brand damage, both in the prevention stage and after a crisis has become a reality:
Prevention is better than cure
1.Do everything to avoid a crisis in the first place. It sounds obvious, but do you have straightforward processes in place for checking content before it’s sent out? These can be as simple as sense checking and asking yourself what your reaction would be if your biggest competitor launched the same campaign. No one is asking you to play it safe, but they are expecting you to apply a bit of common sense or at least an understanding of your actual audience.
2.Have a crisis management plan in place. Having a plan will enable you to understand when you need to respond and to be able to respond quickly, preventing it from getting out of control. Test the plan before a crisis hits so everyone involved knows that it will actually work.
3.Monitor social media. Social media monitoring will give you a heads up to any emerging potential threats, enabling you to respond quickly.
Handling a crisis
4.Act fast. Use the real-time nature of social media to your advantage. Immediately acknowledge the situation. Issue a simple message and let people know more information is coming. This will give you some time to craft a response and find out what on earth happened. No one likes to be ignored, especially when they’re angry. Responding quickly could prevent an issue from spiralling out of control or at least protesters from smashing up a store!
5.Own your mistake. Be honest and tell the truth. Accept responsibility. It’s no longer sufficient to simply say “we’re sorry how you feel”. Be genuine, empathise with those impacted and apologise.
6.Don’t blame your customers, ever. Let people have their say and listen carefully to what they’re actually saying. Whatever you do show restraint, choose your words carefully, don’t argue, make excuses or try and justify yourself with logic and facts— that’s a red rag to the emotionally charged bull!
7.Keep the public updated. Be transparent. Find out the facts and explain what you’re doing to stop a repeat and what you’re doing to clear up the mess.
8.Make amends. Actions speak louder than words.
Unless you’re extremely lucky or you play it real safe, at some point in our 24/7 environment you’ll likely be involved in a PR crisis. This I’m afraid is a fact of life in the world we now live in. What will matter the most is how you respond and the actions you take. This will determine whether your brand is left with a tarnished reputation or bounces back even stronger.
Ad campaign 'Meet Graham', agency AlmapBBDO, network BBDO Worldwide, holding company Omnicom Group, brand Nike, advertiser Volkswagen Group and USA top the rankings.
Gunn Report, the global index of creative excellence in advertising, today released the results of the newly launched Gunn 100, a ranking of the top 100 creatively awarded advertising ideas of 2017- regardless of their communication discipline - and the companies behind them.
The rankings, which include the top creative agencies, agency networks, holding companies, brands, advertisers and countries, are compiled by analysing the results of more than 40 of the world's most important international, regional and national creative awards shows.
Ranked the most creative campaign in the world is 'Meet Graham', created by Clemenger BBDO Melbourne for Australia's Transport Accident Commission, depicting what a human would have to look like to withstand a low speed crash.
In second place is McCann New York's 'Fearless Girl'. In honour of International Women's Day, asset management firm State Street Global Advisors installed a bronze statue of a defiant girl staring down the iconic Wall Street's 'Charging Bull' sculpture, which sparked a conversation on women's equality issues in the US.
Ranked third is Pedigree's humorous 'Child Replacement Programme' campaign in New Zealand, created by Colenso BBDO Auckland, which encourages parents to adopt a dog once their children have left home.
Three themes have emerged from the world's most creative campaigns:
A year of 'purpose': purpose-driven marketing continues to dominate with brands (as opposed to charities or not-for-profit) using social or environmental causes in brand-building activity.
Creativity meets tech: A number of high-ranking campaigns found innovative ways to use emerging technology.
Emotion drives film-led work: A combination of emotional engagement and high production values was a recurring theme in film-led campaigns.
BBDO agencies dominate the league tables following an impressive performance around the world with four agencies listed in the top ten. Most notably AlmapBBDO São Paulo tops the most creative agencies leader-board for the fourth time in the 19 years of Gunn Report. BBDO New York is ranked second and Dentsu Tokyo third.
BBDO Worldwide heads the networks table, for an impressive twelfth consecutive year with 36 different offices contributing to their total. McCann Worldgroup are in second place and Ogilvy & Mather third.
Andrew Robertson, President and Chief Executive BBDO, comments: "We know that award-winning work works better in the marketplace, so topping the Gunn 100 matters. When we say we're focused on The Work. The Work. The Work, we mean it: winning Gunn for 12 years in a row proves it."
For the first time Gunn Report has included a ranking of holding companies based on their creative output. Omnicom takes poll position followed by WPP in second and Interpublic Group in third place.
Nike has bounced back from 12th position last year to take first place in the brands table for the fifth time. Volkswagen, IKEA, Getty Images and McDonald's follow.
German multinational Volkswagen Group, is the most creative advertiser with both Volkswagen and Audi ranking in the top ten brands. They had two campaigns in the top 100 and a further 30 from across all regions that contributed to their tally. Mars takes second place followed by Nike, Procter & Gamble and Samsung.
Jochen Sengpiehl, Head of Marketing, Volkswagen, says: "We are very pleased that Volkswagen Group has been named best advertiser of the world in 2017. Our campaigns are based on a tremendous passion for the automobile and people. Volkswagen is committed to creative advertising that convinces customers. This honour shows that our campaigns throughout the world have reached a top-class level and will provide the entire team with motivation to do even better and to defend the title."
USA retains its place as the most creatively awarded country in the world by far. United Kingdom and Australia follow.
Madonna Badger appointed as See It Be It Chair
Cannes Lions has today announced Chloe Gottlieb, EVP, US Chief Creative Officer R/GA as the Ambassador of this year’s See It Be It programme, taking over from last year’s lead Madonna Badger, Chief Creative Officer, Badger & Winters. Madonna will continue to be involved with the project in the role of Chair, in a three year appointment.
Now in its fifth year, See It Be It is a career development and acceleration programme for women in the creative communications industry who face diversity challenges and want to lead the way for change. Louise Benson, Executive See It Be It Lead for Cannes Lions commented, “Over the course of See It Be It history we’ve had incredible responses from women applying to participate along with senior leaders offering their time and experience. Chloe is a shining example of the type of leader we strive to emulate, a truly talented Creative Leader who values mentoring and sharing her experience to foster others to become leaders.”
As Ambassador, Chloe’s role will be to lead the group of highly talented women through a curated programme of executive training, exclusive seminars, a dedicated mentorship scheme and provide insights and guidance throughout the process. Speaking on the announcement Chloe commented, “It’s such a privilege to be named this year’s See It Be It Ambassador. I have had the opportunity to attend See It Be It events with Madonna and have been blown away by how powerful the programme is. It’s an amazing opportunity for these hugely talented women to recognise and realize their own potential as creative leaders in the industry and develop a network of people who can support them to move forward while inspiring others.”
The See It Be It Chair is a new position to help steer the course of the initiative and guide its evolution. For a three year tenure, Madonna Badger will act as spokesperson and advocate for the programme. Through her involvement as 2017 Ambassador and her advocacy for objectification criteria in the Cannes Lions judging process, Madonna can provide expert guidance and advocacy to ultimately get to a point where gender parity is reached and the programme is no longer required.
Speaking on the announcement, Madonna said, “Being a part of See It Be It last year was such a wonderful experience. I had the privilege to meet incredible women who I truly believe can, and will, go forward and drive real change in the industry. It feels like a groundswell of change is occurring globally across a range of diversity issues and as the Chair of See It Be It I’m committed to being an advocate for progressing that change.”
“In recruiting a Chair we wanted someone with a passion to change the ratio, the ability to lead and a prominent voice within the industry. We’re confident that in appointing Madonna we have found someone with all of these qualities and having been involved with See It Be It previously she also has first-hand understanding of the initiative”, said Louise Benson, Cannes Lions Executive Lead See It Be It.
Building on the success of a series of global See It Be It events run throughout 2017 Madonna will join Chloe and guests on 28 February at the R/GA offices. The free to attend events are an introduction to the See It Be It community and provide some key insights around leadership and confidence.
GoAir, one of India’s fastest growing airlines, announced the appointment of JyriStrandman as Chief Operating Officer. He will report to Managing Director, JehWadia and be a part of the airline’s core management team. Jyri will be responsible for strengthening GoAir’s operational functions of Flight Operations; Engineering; Airport, Security and Airside Operations (ASA); Flight Safety; Inflight Services (IFS) and Integrated Operations Control Center (IOCC).
Jyri has over 30 years of experience in the aviation industry. Prior to GoAir, Jyri was associated with US based Spirit Airlines as Director, Operations and VP, Flight Operations. At Spirit, he was instrumental in introducing over 70 Airbus A320 family aircraft including the NEOs into the airline fleet. Prior to Spirit, Jyri had worked with various airlines in management and training capacities including Virgin America and American Eagle Airlines.
Welcoming Jyri Strandman’s appointment, Jeh Wadia, Managing Director, GoAir said, “I am extremely delighted to have Jyri on board. His three decades of aviation experience will play a vital role in further enhancing our growth and enhance GoAir’s operating efficiencies and profitability.”
Commenting on his appointment Jyri Strandman said, “India is one of the fastest growing aviation markets in the world and it is indeed a great feeling to be part of the GoAir team. I look forward to the many challenges that come with this ever burgeoning market and expanding operations of the airline. I am excited at the prospect of making GoAir the preferred choice of airline for customers.
The Economic Times Best BFSI Brands 2018 held at The Sahara Star, Mumbai, saw luminaries from the banking, financial services and insurance sector discussing various aspects to bring in a paradigm shift in the BFSI sector. The event also saw the unveiling of “The Economic Times Best BFSI Brands Coffee Table Book” and felicitation of select brands to acknowledge their contribution to the BFSI industry.
The summit commenced with opening remarks from R. Amalorpavanthan, Deputy Managing Director, National Bank of Agriculture and Rural Development (NABARD) stating, “There has been a major thrust on infrastructure. We are looking to promote smaller markets and link then to larger market and this is a major challenge. With markets widely spread across the country, connectivity becomes very important. Even though it is very challenging we have an ambitious target of doubling the farmer’s income by 2022”
Expressing his views for the evening, Deepak Lamba, President - Times Strategic Solutions, said, “We are grateful to the BFSI trailblazers who have gathered here today for the larger good of the financial community. The aim of the summit was to highlight ideas behind revamping and reshaping the Indian BFSI industry and bringing it at par with global standards to cement India’s position as one of the fastest growing economies, BFSI being at the crux and heart of this growth story.”
Chief guest Dr. Ranjit Patil, Minister of State Home (Urban) Development, Skill Development and Entrepreneurship, Law & Judiciary, Parliamentary Affairs, Government of Maharashtra said, “As we march forward under the leadership of our Prime Minister, we have launched schemes like the Jandhan Yojana. 30 crore accounts were launched in the first six months of this government tenure. To achieve equitable distribution of wealth, BFSI sector plays a vital role.”
Moving on to a panel discussion on riding the wave of structural changes in the BFSI sector, Kailash Kulkarni, CEO, L&T Mutual Fund said, “The ever growing technology has proven to be very beneficial. Awareness levels about savings and investments are growing at a rapid speed in India. It has got a lot to do with the financial literacy which has increased in the last few years.” Moving forward, Ankur Kharbanda, CEO - West Zone at Apollo Munich Health Insurance Company said, “The healthcare insurance industry is growing by 20% CAGR in the last 10 years. India consumes Rs. 7 lakh Cr in healthcare insurance. Healthcare insurance has been used as a health financing product”. The session was moderated by Kalpesh Mehta, Partner, Deloitte and also saw interactive inputs from Rakesh Jain, CEO, Reliance General Insurance.
The gala evening was concluded by the unveiling of the Economic Times Best BFSI Brands Coffee Table book. The felicitation of the brands was done by the Chief guest Dr. Ranjit Patil, Minister of State Home (Urban) Development, Skill Development and Entrepreneurship, Law & Judiciary, Parliamentary Affairs, Government of Maharashtra.