The Burson-Marsteller Blog

Brazilian Local Elections: A Rehearsal for 2018

November 3, 2016

On October 3rd and 30th, Brazilians went to the polls to choose their city mayor and councilors. After a difficult year for Brazilian politics and the economy, leading to the impeachment of President Dilma Rousseff, these local elections further demonstrated that voters are more conservative and dissatisfied with the conventional ruling political class. Overall, results reflect frustration with the political establishment in a country upset by corruption and economic pain.

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The Role of Influencers in Brand Storytelling and Integrated Marketing

October 27, 2016

A particularly big influencer in my life is my father*, and so it is appropriate that he is primarily to thank for why I watched “Turning Followers into Dollars,” a segment from a recent episode of “60 Minutes” about paid social media influencers. The segment explored how young social media influencers are being paid by large brands to create original content on their social channels to promote products and brands. I watched the segment based on my dad’s recommendation, and while I watched, I reflected on how influencers, both paid and unpaid, have enhanced opportunities for companies to build their brand reputation and share their story.

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The Plank Center Works to Advance Diversity and Inclusion in Public Relations

October 20, 2016

The Plank Center for Leadership in Public Relations has created a Diversity and Inclusion Committee to be a catalyst for other professional organizations, to help identify and bridge gaps, and assist organizations seeking to adopt best-in-class practices in the area of diversity and inclusion. Keith Burton, Plank Center chair-elect and principal of Grayson Emmett Partners, has been instrumental in leading the development of the committee and served as its chair. “One of the greatest needs we’ve identified in the public relations field is joining with others to help create more diverse and inclusive cultures,” Burton said. “Leading global organizations we know and serve are paving the way for the future of diversity and inclusion, and we have a responsibility to help foster innovation and apply the lessons they’ve learned for the benefit of our profession.”

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Berlin 2016 – A State Election with National Impact

September 20, 2016

The incumbent mayor Michael Müller and his SPD won the state elections with 21.6% of the votes. Müller succeeded the popular Klaus Wowereit in office in 2014 and governed in a grand coalition since. Both parties, the social democratic SPD and the conservative CDU, achieved their worst result in history in a Berlin state election. The Left Party and the Greens gained almost equal number of votes (15.6% and 15.2%), the liberal FDP re-enters the Parliament.

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Together Being More

September 14, 2016

At Burson-Marsteller, diversity is fundamental to our organization because it is fundamental to our business. With a global footprint that includes 73 offices and 85 affiliates spanning 110 countries and an extraordinary spectrum of cultures, diversity is hardwired into our organization and our thinking.

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Germany: SPD Minister-Presidents Wins, AfD With Another Major Entry Into the Parliament

September 8, 2016

The electorate of the Federal State of Mecklenburg-Western Pomerania have reconfirmed Minister-President Erwin Sellering to stay for a third term in office. His SPD clearly became the strongest force in the state parliament allowing the Social Democrats to initiate consolidation talks with the current coalition partner CDU – although both major parties suffered from relative voters’ loss. A coalition with the Left Party as originally favored by the federal SPD will be less likely as its parliamentary majority would be too narrow. Yet, the winner of the election was the right-wing populist alternative for Germany (AFD) as it was able to mobilize former non-voters. Participating for the very first time in elections of this state, the AfD could gain the second highest number of seats in parliament – overtaking Chancellor Angela Merkel’s center-right CDU.

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The Game Is Changing

September 2, 2016

Disappointing scripts, low budgets and mediocre direction: What do they have in common? Video game movie adaptations. In the past few years, there’s been an increase in these adaptations despite the fact that film production companies have been disappointing video game fans since the early 1990s. What seems at first like a rewarding opportunity for video game companies often results in brand image deterioration. What many fail to realize is that there is a critical difference between video games and film, and it’s important to get the formula right. Video games are the defining medium of the 21st century and it’s imperative that brands strategize a better way to transform a video game into a movie. The industry is in need of disruption.

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A Seismic Shift in South African Politics

August 24, 2016

The South African municipal elections on August 3 have produced a seismic shift in the country’s politics. A massive vote that demonstrated a complete lack of confidence in the African National Congress (ANC) has caused an unprecedented swing to opposition parties, resulting in 27 hung municipalities, including four of the country’s eight major metropolitan councils. The near total exclusion of the ANC from all and any coalition or cooperation agreements has shaken South African politics to its very core. It’s clear nothing is going to be the same again.

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What Do Communicators Need To Do To Succeed in Accurately Linking Digital Marketing and Communications Actions To Real Results?

August 16, 2016

Facebook’s Head of Marketing Science, Brad Smallwood, recently published an incredible paper in the Journal of Advertising Effectiveness titled “Resisting the Siren Call of Popular Digital Media Measures: Facebook Research Shows No Link Between Trendy Online Metrics and Ad Effectiveness,” a summary of which can be found here on the Facebook Insights blog.

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