Posts Tagged PR

Publicis Kaplan Thaler Wins 2 National Silver ADDYs

NEW YORK CITY, NY (June 8, 2013) – Publicis Kaplan Thaler received two Silver National ADDYs at the 2013 American Advertising Federation National ADDY Awards — For Street Soccer USA in the Public Service – Integrated Campaign category and for Bounty in the Television – Regional/National – Single Spot category. The ADDY Awards represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world.

Street Soccer USA — I PLAY FOR Patches

SoccerAddyHow do you help get homeless people off the streets? Turns out one way is to put them on a soccer pitch. Street Soccer USA organizes homeless people into soccer teams that compete in rec leagues around the country, as well as the Homeless World Cup. Playing provides structure, support and a chance to be a part of something positive, which is why 75% of participants are off the streets within a year.

IPlayForPublicis Kaplan Thaler was tasked with creating a single patch Street Soccer could sell as a fundraiser. In order to create an emotional connection, they realized they needed to go deeper and wider than just one patch. They ended up designing an entire league identity from scratch — from naming the teams to designing team crests and kits. The crests themselves were based on classic soccer iconography, creative a sense of pride in the teams sporting them. The I PLAY FOR brand, created by Publicis Kaplan Thaler, draws attention to the emotional reasons for playing. It was featured on the NBC Nightly News and seen by thousands of spectators at the events. IPLAYFOR.org became a hub for players and fans everywhere. Players could connect with other homeless athletes across the nation, and communities could show their support for the teams. Within a week, IPLAYFOR.org reached 68,000 people across seven countries.

IPlayFor2For Street Soccer’s biggest event to date, the Street Soccer National Cup in New York City, IPLAYFOR hit the streets. We flooded the city with wild postings, interactive chalk art, benches, and even a Times Square billboard. As a result, over 72,000 people stopped by to show their support. IPLAYFOR made headlines around the world. And, when word of the campaign spread, Kappa donated team jerseys and Slate gave us a free homepage takeover.

The entire run of jerseys featuring the team patches sold out, creative a healthy revenue stream for the cash-strapped charity. But, most importantly, IPLAYFOR helped Street Soccer get 75% of its players off the street this year.

Credits:
Publicis Kaplan Thaler
Chief Creative OfficerRob Feakins
Executive Creative Officer – Tom Drymalski
Executive Creative Officer – Perry Essig
Executive Creative Officer – Jim Kotulka
Copywriter – Jennifer Stopka
Copywriter – Alexis Garber
Copywriter – Brad Mislow
Copywriter – Brian Bellanca
Art Director – Christopher C. Smith
Art Director – Julie Eyerman-Allard
Art Director – Kay Saoyen
Project Manager – Sharon Malcolm
Photographer – Ian Young

P&G — Bounty

BountyAddyKids who love sports rarely check their enthusiasm at the front door. Especially when excited by events such as the Olympics, inspired kids end up transforming their homes into athletic training grounds. They sprint, leap, dive or throw — on sofas, down hallways, in kitchens and all around the house. It takes brave parents to allow that behavior (given all the messes that could result) — and Bounty paper towels wanted to acknowledge those parents that don’t let the fear of a little mess stand in the way of their children’s big dreams. After all, that’s Bounty’s role in life: To help people live uninhibited by fear of messes.

The story of the Bounty Olympics “Anthem” is one of perseverance by every member of the team. Every P&G brand is afforded the opportunity to submit work to be produced for the Olympics. While the Bounty clients loved the idea for a spot pitched by Publicis Kaplan Thaler’s Bertrand Garbassi and Kat Keeley, it was not within their budget. So, while on a shoot for another initiative, the team captured extra footage of the kids performing “stunts.” They cut the footage together and shared it with the Bounty team, who loved both the spot and their initiative. The President of Family Care cited this as another example of how the agency “brings us what we need, not what we ask for.”

It was then shown to CMO of P&G, Marc Pritchard, and he loved it so much he reallocated one of the two TV slots for the opening ceremonies to Bounty (a slot that would have been reserved for the P&G Mom’s campaign). It’s an amazing tale of the courage, stamina and passion on the part of both the agency and the client family care team.

Credits:
P&G — BOUNTY
Publicis Kaplan Thaler
Chief Creative Officer
– Rob Feakins
Executive Creative Officer – David Corr
Creative Director – Bertrand Garbassi
Creative Director – Kat Keeley
Agency Producer – Alisa Cohen
Production Company – 2Films
Director – Bram Van Riet
Producer – Marc Stemmer
Editing House – Cosmo Street
Editor – Steve Bell

A list of all AAF 2013 ADDY Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Street Soccer USA
Street Soccer USA logoStreet Soccer USA (SSUSA) (www.streetsoccerusa.org) is sport for development program of HELP USA, which believes ending homelessness is a team sport. Through a systematic approach, SSUSA Builds community and trust through sport with participants and volunteers, transforming the context within which they live from one of isolation, abuse, and marginalization, to one of community, purpose, and achievement, requires participants to set 3, 6, and 12-month life goals, and empowers participants by providing access to services and educational/employment opportunities through our Jobs Academy. The Lady Salamander women’s initiative has formed women’s only teams at shelters across the U.S. as well.  The program in San Francisco is operated in partnership with the St. Vincent de Paul MSC shelter and the SF Conservation Corps.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Eddie Bauer Hires Publicis Seattle as New Lead Creative Agency

SEATTLE, WA (May 1, 2013) –  Specialty retailer Eddie Bauer has tapped Publicis Seattle as its new lead creative agency after a review.

EDDIE BAUERIn 2012, Bellevue, Washington-based Eddie Bauer spent nearly $3 million in measured media spending, according to Nielsen.

Backbone Media, a Carbondale, Colorado agency that positions itself as working in the active lifestyle marketplace, will continue to handle media and PR for Eddie Bauer and Eddie Bauer First Ascent.

Eddie Bauer has put more emphasis on its mountaineering roots and in 2009, launched its First Ascent line of clothing and gear aimed at climbing enthusiasts.

About Eddie Bauer
24eddiebauerEstablished in 1920 in Seattle, Eddie Bauer is a specialty retailer that sells sportswear, outerwear, gear and accessories for the active outdoor lifestyle. The Eddie Bauer brand is a nationally recognized brand that stands for high quality, innovation, style and customer service.  Eddie Bauer products are available at approximately 400 stores throughout the United States, Canada and Japan through catalog sales and online at www.eddiebauer.com.  Eddie Bauer is proud to be named a J.D. Power 2011 Customer Service Champion.

About Publicis Seattle
Publicis-TB-016Publicis Seattle is an integrated marketing communications agency. The agency is part of Publicis Worldwide in the USA, the North American regional operating unit of Paris-based Publicis Worldwide and the largest global agency network within holding company, Publicis Groupe. The mission of Publicis Worldwide is “To Lead the Change” to help our clients leap ahead. Publicis Seattle clients include: T-Mobile, Eddie Bauer, Karcher, Les Schwab and Seabourn.

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Publicis Kaplan Thaler & Charmin’s Long-Time Relationship Honored

NEW YORK CITY, NY (April 29, 2013) – Publicis Kaplan Thaler and Procter & Gamble’s Charmin brand garner second place in Ad Age’s Best Agency-Client Marriage Contest, surpassed only by BBDO and Hormel’s relationship.

CharminPublicisThere is a lot to be said for an agency-client relationship that lasts much longer than 50% of the marriages in this country. In a tumultuous time when many agencies are dropped by companies in less than five years, this is quite an honor and achievement; especially in the ultra-competitive market of home goods.

Since 1957, when Procter and Gamble purchased the rights to Charmin, the brand has been inseparable from the predecessor agencies which have now become Publicis Kaplan Thaler. The agency has successfully brought a host of new Charmin products to market; including Charmin Plus, Kids Fresh flushable wipes and Charmin Strong toilet tissue. Similarly, the trusting relationship between Charmin and PKT has led to some of the most innovative and financially successful campaigns in the category’s history.  Charmin’s Pottypalooza Tour, which offered public restrooms for patrons in big cities from New York to San Diego, raised sales almost 15% alone.  When asked about the quality of their relationship with Publicis Kaplan Thaler, Charmin stated, “This longstanding partnership centered around a dedication to creating a more enjoyable ‘go’ has enabled us to build a brand that has sold more toilet paper than anyone else, has weathered economic ups and downs, entry and exits of competitors, and welcomed new team members all while having a great time together.” With a market share of nearly 40%, it’s no surprise they are so thrilled with the work of PKT.

CharminPublicis2There seems to be no end in sight for the successful partnership between Publicis Kaplan Thaler and Charmin.  This sort of closeness and openness can only be achieved by having a good sense of humor about your work. And that comes easily when work is talking about stuff that grosses most people out. Work on Charmin continues at PKT’s New York City offices, and at this rate who knows how many more awards are to come.

For the full Ad Age article, go here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core.  With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of  Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others.  To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About Procter & Gamble
P&G serves approximately 4.6 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers®, Tide®, Ariel®, Always®, Whisper®, Pantene®, Mach3®, Bounty®, Dawn®, Fairy®, Gain®, Charmin®, Downy®, Lenor®, Iams®, Crest®, Oral-B®, Duracell®, Olay®, Head & Shoulders®, Wella®, Gillette®, Braun®, Fusion®, Ace®, Febreze®, Ambi Pur®, SK-II®, and Vicks®. The P&G community includes operations in approximately 75 countries worldwide. Please visit P&G for the latest news and in-depth information about P&G and its brands.

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Citibank’s “Every Step of the Way” from Publicis Kaplan Thaler Recognized as PR Week Award’s Best Cause-Related Campaign

NEW YORK CITY, NY (March 7, 2013) – Reeling from the financial crisis and deep mistrust of banks, Citibank wanted to sponsor the 2012 Summer Olympics in a way that repositioned them as an enabler of progress and let people see that the bank supports people and their dreams. PR Week Awards took notice and recognized this effort with first prize in the “Best Cause-Related Campaign” category.

prweekawards1In honor of their partnership with the London Olympic and Paralympic Games, Citi’s “Every Step of the Way” program. This program enabled Citi customers, Citi employees and fans of the Olympic Games to support U.S. Olympic and Paralympic hopefuls and the organizations that helped them on their journey to the 2012 Games. To do this, Citi donated 50 million ThankYou Points ($500,000) to Team USA which fans could direct to an organization or cause that inspired each of the 13 Team Citi athletes.

Citi didn’t just want to put Olympic rings on their ads, so Publicis Kaplan Thaler created an ecosystem of integrated touch-points. The Facebook page acted as the central online hub and included a dedicated Facebook app. The smartphone app was a seamless experience that allowed the user to track an athlete’s progress and cheer them on, and at the same time, support that athlete’s cause right from their mobile device. Athletes provided exclusive content such as training and baby photos and then gave real-time updates about their training regimens and thoughts as they headed into the games. On Twitter, people followed #CitiEveryStep, and television spots got the word out there. During live Olympic coverage, an always-on Newsdesk was staffed 24/7 to cover athletes’ progress at the Olympics.

4010177winnernewimage_0At every turn people were invited to participate, from OOH, print, digital banners to social media, in-branch posters, ATM screens, and a robust NBC Live Extra sponsorship. This attracted news outlets from around the country, generating a torrent of free earned media.

This consumer-centric idea spurred nearly one million unique web visitors to Citi’s page, and almost three hundred fifty million engagements with digital assets.  By coupling heavy consumer-centric engagement with seamless way to raise donations, Citi successfully executed an integrated campaign and made a huge difference, paving the way for future American Olympians.

It was more than a campaign. It was a movement. And, it was a chance for Citi to remind people what it stood for at its 200 year-old core — Helping people, every step of the way.

Screen Shot 2013-07-17 at 11.47.33 PMEntering its 14th year, The PRWeek Awards has grown into an event PR pros look forward to more than any other to celebrate excellence and encourage aspiration. Each year, agencies and companies alike comprise their entries for the potential to win one of the esteemed 35 awards. The categories recognize excellence in campaigns, techniques, personalities, and business, and are awarded to the best corporate, nonprofit, agency, government, and education teams. A PRWeek Award is a unique symbol of achievement and leadership. It immediately sets the winner apart from all others.

The judges were elated with Citi’s “Every Step of the Way” program. “We liked the employee dimension of this fully integrated campaign,” said one judge. Another judge called the effort “inspiring and comprehensive.”

A list of all PR Week Award winners can be found here.

About Publicis Kaplan Thaler
kaplanPublicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of Publicis Worldwide, the largest global agency network within Publicis Groupe. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestlé, Merck, Pfizer, TriHonda, Wendy’s, L’Oréal, AFLAC, and NAPA Auto Parts, among others. To learn more about Publicis Kaplan Thaler, follow @PKTtweets, like on Facebook or visit pkt.com.

About PR Week
caples_logoThe world’s leading weekly PR publication and provider of multi-media content to professional communicators and reputation managers. PRWeek is the voice of the US PR industry and the leading source of news, analysis and opinion. Regarded as the Oscars of the industry, the PRWeek Awards always brings together top PR pros to honor the best work from the past year across 35 hard-fought categories.

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