Posts Tagged target

Publicis Seattle Momentum Continues: Britt Fero Joins as EVP, Head of Strategy

SEATTLE, WA (September 10, 2013) – Publicis Seattle has tapped Britt Peterson Fero as Executive Vice President & Head of Strategy, according to Scott Foreman, CEO, of the office.  Fero comes directly from Cole & Weber, where she was a Partner and Director of Growth Strategy. At Publicis Seattle, Fero will lead strategy on existing clients, new business, and further expand the agency’s strategy offering and department.  Fero reports to Foreman, and completes the office leadership team which includes: Jason Sullivan, EVP, Managing Director; Andrew Christou, EVP, CCO; Steve Williams, SVP, Group Creative Director, and Hart Rusen, SVP, Group Creative Director.  Publicis Seattle recently won the Eddie Bauer account, and counts T-Mobile, Seabourn, and Les Schwab, among their clients.

Britt Peterson Fero photoForeman stated, “I am so excited Britt has joined us.  She has a proven track record of unlocking a brand’s true potential with adventurous thinking and ideas.  She will make us and the work we do even better, and we’re excited to get her immersed in our current client’s brands and our new business opportunities.”

Fero stated, “In today’s increasingly dynamic marketplace — with increasingly discerning and demanding people — brands need a culture of action. To me strategy must be a verb, not a noun.  I look forward to helping brands seize new business opportunities and putting my vision of strategy into action at Publicis Seattle.”

During Fero’s tenure as Partner at Cole & Weber, the agency built relationships with the International Olympic Committee, Target, Kellogg’s, Epson, Microsoft, Ste. Michelle Wine Estates and Washington’s Lottery.  Additionally, she drove development of two key thought-leadership research pieces: the first around the sociability of brands (Project Butterfly) and the second around how consumers shop convenience stores (Project See Store).  Project Butterfly was recognized as the Grand Winner of the Ogilvy Great Minds Quality in Research Award and Project See Store was honored as Best Qualitative Research of the Year by the QRCA.

Fero is a Publicis alumna, serving as Director of Development and Innovation in Seattle in from 2004 – 2007. Prior, she worked at Fallon & Duffy Design in Minneapolis and New York leading brands such as United Airlines, Starbucks, Virgin Mobile and Bahamas Tourism.  A contributor to Forbes, Fast Company and MediaPost, Fero’s work has been recognized by Communications Arts, the One Show and Cannes, and featured in Juicing the Orange, Brand Apart and Michael Serazio’s book “Your Ad Here.

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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When Film Not Only Builds Awareness — It Creates a Movement

Anti-Defamation League “Imagine a World Without Hate” Film by Publicis Kaplan Thaler Receives National Attention

Several years ago I met Abe Foxman, the brilliant leader of the Anti-Defamation League (ADL), and it was always a hope of mine that someday we would work together. Abe is fervently devoted to the ADL’s mission of putting an end to bigotry and hatred throughout the world. It is an amazingly lofty goal, but for the past hundred years, the ADL has come closer to realizing it with their efforts to promote a more respectful and inclusive society.

adlSo when Abe asked us to create a video to celebrate the ADL’s 100th anniversary, I jumped at the opportunity. However, then came the challenging task of deciding just what kind of film to create. During our brainstorming, we sadly remembered all the incredible people who died needlessly because of a hate crime. We imagined just how much they could have accomplished, had they been able to live out their lives in peace and dignity.

And then the idea just burst out – well, what if we celebrated these accomplishments- what if we imagined a world without hate.

And what if we were able to underscore these accomplishments with John Lennon’s iconic song, “Imagine.”

Yoko OnoWell, the rest, really is history. Because of the power of the idea, SONY and Yoko Ono were so moved, they agreed to help to secure the rights to the song, and the estates of all the victims in the film (Martin Luther King, Matthew Shepard, Anne Frank, etc.) graciously allowed their loved ones to be featured in the video.

We had no media funds, so we released the film virally, yet within six days of the launch we reached over 800,000 YouTube hits (and the numbers keep growing), with myriad Tweets, FB shares and posts from Arianna Huffington, Ann Curry, Mashable, Ambassador Susan Rice, David Copperfield, MTV, Ricky Martin, Mark Burnett, Roma Downey, Cory Booker, Moby and Perez Hilton, to name a few.

This is truly a testament to the power of an emotional and disruptive idea, and the passion and vision of the ADL. And who was our demographic target? The entire world of course.

Special kudos to our brilliant creative team, Whitney Pillsbury and Jason Graff, as well as our amazing producer Kirsten Arongino and everyone at PKT, MediaVest , ADL and Regan Communications  who worked so hard to make this film and spread it across the globe!

Written by Linda Kaplan Thaler, Chairman — Publicis Kaplan Thaler

“Imagine a World Without Hate” Credits:
CLIENT:
Anti-Defamation League (ADL)
AGENCY: Publicis Kaplan Thaler
Linda Kaplan Thaler, Chairman/Executive Creative Director
Rob Feakins, President/Chief Creative Office/
Robin Koval, Chief Executive Officer
Lisa Bifulco, Chief Production Officer
Whitney Pillsbury, Group Creative Director – ART DIRECTOR
Jason Graff, Group Creative Director – COPY WRITER
Gerry Killeen, Director of Creative Services
Kirsten Arongino, Executive Producer
Susie Lodise, Group Account Director
Michael Sandler, Account Supervisor

PRODUCTION COMPANY: Digital Kitchen
Eric Oldrin, Executive Producer
Matt Mulder, Executive Creative Director:
Josh Hayward, Creative Director
Slavka Kuehn, Editor
Paul Williamson, Producer
Koji Minami, Designer:
Ryan Gagnier, Designer
Morgan Henry, Director of Photography

Follow Linda Kaplan Thaler on Twitter: https://twitter.com/LindaThaler

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 The Anti-Defamation League
The Anti-Defamation League, founded in 1913, is the world’s leading organization fighting anti-Semitism through programs and services that counteract hatred, prejudice and bigotry.

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Nearly 7.5 Million U.S. Students are Chronically Absent, Missing 18 or More Days of School Each Year

Ad Council and U.S. Army’s BoostUp Campaign Launches New Parent-targeted PSAs Reinforcing the Importance of Consistent School Attendance

Nearly 7.5 million students (K – 12th grade) are chronically absent every school year – missing enough school to put them at severe risk of dropping out or failing to graduate. Chronic absenteeism, which is defined as missing at least 10 percent of school days in a given year, or about 18 days, affects the educational outcomes of millions of students. In order to inspire parents of 5th through 8th graders to recognize the crucial role regular attendance, even in the early years, plays in high school graduation, the U.S. Army and the Ad Council are unveiling a new series of public service advertisements (PSAs) created pro bono by advertising agency Publicis Kaplan Thaler.

WallThumbMed_BoostUpEvery absence, in any grade – excused or not – can impact a child’s academic achievement. As early as 6th grade, missing 18 or more days of school in a year puts a child’s high school graduation at-risk. Missing just two days every month of the school year can allow a child to fall behind, increasing the likelihood of dropping out.

“The U.S. Army recognizes the immense importance of having an educated public and is deeply committed to programs that benefit America’s youth,” said Mark Davis, Deputy Assistant Secretary of the Army for Marketing/Director, Army Marketing and Research Group. “We are proud to further our collaboration with the Ad Council to launch these new PSAs on behalf of the BoostUp campaign, continuing our efforts to raise awareness about the dropout crisis and motivate parents to take action on behalf of their children’s education.”

Research shows that students who attend school regularly in their early school years are more likely to learn to read well by the critical third grade milestone; score higher on standardized tests; and graduate and go on to college than students who are chronically absent. Education is crucial to breaking the cycle of poverty, however chronic absenteeism is most prevalent among low-income students. Regular attendance in lower grades is just as important as it is in later years to ensure that a student stays on the path toward graduation.

ConlonPeggy“A day here or a day there may not seem like a lot, but when you add those absences up, there can be dire consequences,” said Peggy Conlon, president and CEO of the Ad Council. “We hope this PSA campaign will shine a light on the problem of chronic absenteeism and educate parents about the importance of their children attending school every day in order for them to succeed academically and stay on the path toward high school graduation.”

The new English and Spanish-language PSAs ask parents to look at the influence they have over their children’s attendance reminding them that every day missed, excused or not, even in middle school, puts their kids’ graduation at risk. Another, community-targeted execution beautifully illustrates the staggering fact that 7,000 high school students drop out every school day by showing thousands of graduation caps falling from the sky. All audiences are directed to the campaign website BoostUp.org to find out how to help the students in their communities succeed and graduate.

Rob Feakins“For us, it’s important that we aren’t simply ad guys, but citizens. And BoostUp is an initiative that is incredibly important to us. We hire young people all of the time. And because of that, there is no greater importance for us than to make sure young people stay in school and keep themselves competitive and prepared for their careers,” said Rob Feakins, Publicis Kaplan Thaler Chief Creative Officer/President.

BoostUp.org offers an assortment of information, resources and ways to get involved including state-by-state dropout statistics, real student stories and information about why students drop out of school and how to help. Parents can access an attendance calculator, courtesy of Get Schooled, where they can chart the impact of their children’s absences on their education. Visitors can also give students a boost by submitting a text or video message of support on Boost Nation, a microsite developed in collaboration with the 26 Seconds BMOR campaign. NFL Philadelphia Eagles’ player David Simms is the latest athlete to upload a video on Boost Nation, to show students across the country that he cares that they stay in school and graduate.

NFL: Philadelphia Eagles at Pittsburgh Steelers“My mother strongly encouraged me to pursue my education, and with caring people in your life, you can reach your goals,” said David Sims safety for the Philadelphia Eagles. “That’s why it’s important we all do our part to inspire at-risk students stay motivated to keep their eyes on the prize and graduate from high school. Give students a ‘boost’ to show your support them and let them know you believe in them.”

Also kicking off today is a social media program designed to further extend the reach of the campaign messages in the online space. Parents, adult influencers, teachers, educational organizations, and advocates are invited to get involved with the BoostUp campaign at
BoostUp.AdCouncil.org.

Since its launch in 2000, the Army and Ad Council’s High School Dropout Prevention campaign has received nearly $657 million in donated media across television, radio, outdoor, print and digital. Per the Ad Council’s model, the PSAs will run and air in advertising time and space that is donated by the media.

armylogovector_blackU.S. Army
Education is a top-priority public service issue for the U.S. Army. In 2000, they partnered with the Ad Council to start “Operation Graduation.” This was a national campaign to motivate and encourage students to graduate high school. In 2006, the Ad Council and the U.S. Army launched BoostUp, a new approach to this dropout prevention campaign. BoostUp targets adults that are interested in their community or in education, as well as parents and peers of at-risk students and connects them to opportunities to provide students with the support they need to stay in school and graduate. To find out more about the US Army go to http://www.goarmy.com.

adcouncil-logoThe Advertising Council
The Ad Council is a non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to effect, tremendous positive change by raising awareness, inspiring action, and saving lives. To learn more about the Ad Council and its campaigns, visit http://www.adcouncil.org. You can also visit http://www.facebook.com/adcouncilor follow the Ad Council on Twitter @AdCouncil.

373040_516480425034929_1327156625_nPublicis Kaplan Thaler
The one constant in this world is change. You can either adapt to change, ignore it, or lead it. At Publicis Kaplan Thaler, we help our clients take the lead. Publicis Kaplan Thaler is a fully integrated advertising agency with digital, social and technology at its core. The Agency’s blue-chip client roster includes: Procter & Gamble, CITI, Nestle, L’Oreal, Merck, Pfizer, Wendy’s, AFLAC, Edmunds.com, NAPA Auto Parts, and SuperValu, among others. With over 650 employees, it is the flagship of Publicis Worldwide in the USA, the North American operating unit of parent company Publicis Worldwide, the largest global network within Publicis Groupe. To learn more about
Publicis Kaplan Thaler, follow us @PKTtweets, find us on Facebook

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