29 ways to stay creative


Consumers Still Trust Traditional Media Ads More Than Online Ads

chartoftheday_1473_Consumer_trust_in_advertising_nNewspaper ads are still the most trusted form of paid media in North America, according to a recent Nielsen survey.

More than half of respondents say they trust traditional advertising platforms such as newspaper, magazine, TV, radio and billboard. However, all new media platforms mentioned in the survey, including search, online video, social media, mobile display and online banners, received a less than 50% trust rating.

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MasterCard Netherlands brings brand alive through content marketing


Dimitri Roels is crazy about the smell of warm, fresh bread—so crazy that he quit his job as a chef in Paris and returned to the Netherlands to open a string of bakeries.

What he wasn’t so nuts about is employees’ handling grubby euro bills, then grabbing a loaf of bread off the rack for a customer.

So Roels’s Het Vlaamsch Broodhuys bakeries have gone cashless, and MasterCard Netherlands is featuring him in videos, a story, and a blog post. It’s all part of a brand journalism content strategy set up by Weber Shandwick.

The news hub is powered by PressPage, a supplier of search-engine-optimized social media newsroom technology. PressPage, which can be integrated into websites, offers a way to manage content marketing far less expensively than the typical major website overhaul, which can run into hundreds of thousands of dollars. The platform puts comms and marketing—not IT—in the driver’s seat.

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Canadian government kicks traditional press releases to the curb


The Canadian government is ditching the traditional press release for an entirely different format designed for the Internet age.

“The media and stakeholders will get a fresh approach from Canadian Government departments and agencies,” Kim McKinnon of the Communications Community Office wrote in an official blog post. “Two or three paragraphs of short, crisp text will allow them to scan quickly for the key messages of the announcement. The new format also offers quick access to key facts and additional resources.”

The post includes a link to an example of the government’s new release format. After some brief introductory paragraphs, the release goes into “quick facts” bullet points, followed by a quote, and some links.

Government communicators will be encouraged to “repurpose the quick facts and quotes for Facebook and Twitter posts,” according to McKinnon’s post.

The new release format coincides with the recent launch of the government of Canada’s newsroom website.

The Canadian government isn’t quite taking the advice of Coca-Cola’s Ashley Brown, who hasadvocated for the death of the press release altogether in favor of brand journalism initiatives. Its press releases are evolving, not going out the window. After all, McKinnon’s blog post is titled, “The press release is dead. Long live the press release.”

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What might a digital press office look like?

What might a press office look like, if a selection of the brilliant and (mostly) free digital tools were put to work? I’m thinking about a real world scenario: where budgets are lean or non-existent, so I won’t be suggesting iPads for every press officer. And I recognise that not everyone is a confident social media user, so the emphasis is on listening rather than engagement. I am also trying to be realistic about how important social media channels are perceived to be on the media scale.

Source: Government Communication Network

Beyoncé’s new album and the revolution in PR


“With digital sales and streaming becoming utterly dominant, distribution becomes as simple as buying some server space, while social networking allows the news to instantly reach the people who care, obviating the need for middlemen. It’s a situation being played out in TV too, with the likes of Red Bull and Vice becoming broadcasters in and of themselves without piggybacking big networks. The app ecosystem which frames producers as individual units will further popularise the approach – and makes Apple a powerful, mercifully silent new middleman.”


“Happy” by Pharrell Williams

“Happy,” which is featured on the upcoming soundtrack for the film Despicable 2, is just the latest in a series of recent interactive videos from high-profile artists. Earlier this week, Bob Dylan released a stunning video for his single “Like a Rolling Stone” — replete with lip-synching and channel-switching — and in September, Arcade Fire released a video that users can control with their smartphones.