In 360PR’s 10th year, we celebrated by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with the Account Director of our @Home practice, Mike Rush. Now we’ve sat down with Rob Bratskeir, 360PR’s agency-wide Creative Director and General Manager of our New York office, to learn more about what brought him to 360 and what’s on the horizon for consumer engagement.

As one of the newer faces of 360PR, tell us a little about your journey and what brought you to 360PR.

My not-so-epic journey might best be summed up in two words: know thyself.  Over the past few years, I came to realize that my best work over 20-odd years came on issues I really cared about and products I could get genuinely excited about.  For instance, working on the Star Wars and Nerf brands when my son was 4 or 5 years old, and for CVS, helping people understand the vital counseling role pharmacists can and should play in healthcare.  It’s why the journey took me to 360PR, where working on things you care about is a core principle that produces consistently superior work.  I also get to really roll-up my sleeves at 360 and I find that very rewarding.  It’s been great seeing how everyone on our senior team feels and operates this same way.  If we could be in the trenches 100 percent of the time, we would!  That’s where all the fun is to be had.

You have great experience in the spirits industry. What was your biggest takeaway working in spirits?  What was one of your most memorable campaigns?

Spirits is a terrific category to work in because spirits marketers invite big thinking and aren’t afraid to invest in ideas that can move product off shelves.  I’m a bourbon fanatic, so a campaign I ran a couple of years ago for Beam Worldwide’s Knob Creek brand was a dream come true.  We needed to explain why Knob Creek was running short.  Rather than being defensive and apologizing, we turned it around and used the shortage as occasion to underscore the brand’s superior craftsmanship and segment leadership.  We landed the brand on hard news outlets national TV, something that almost never happens in the category.  Successes like these happen consistently here at 360.  Our people really dig in and become experts in the brands and products they work on, and in the industries they compete in.  Implementing media strategies that work and engaging social media campaigns are natural outgrowths of that deep expertise.

As Creative Director for the agency and General Manager for 360PR’s New York office, are you noticing specific trends for consumer engagement? Are there new factors motivating consumer purchasing behavior?

Joining 360 has really opened my eyes to how the world has changed, because there such fundamental understanding of what it takes to earn and keep a consumer’s attention and trust in today’s environment. It’s one of the biggest reasons I wanted to come and work here.  Social media is often called a revolution, but we need a better word to describe its profound effects on brands and marketers.  Until the past few years, a brand really didn’t need to engage with consumers or other audiences.  For all intents and purposes it was a one-way dialogue.  Things have moved so far in the other direction, you could argue consumers are now the true owners of brands.  The challenge is staying true to equity and remaining disciplined while having the flexibility to adjust on the fly.  We’re only in the first or second inning, but it is incredibly energizing and producing some truly phenomenal work here. Our team truly gets it about two-way dialogue. We’re authentic, passionate communicators.

Inquiring minds MUST know…what’s the best bagel shop in NYC?

Bagel Bob’s, University and East 9^th: there is no substitute and a quick 15-minute walk from the office and a five-minute hop from home.  Does it get any better?

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In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with the Account Director of our Parenting practice, Caroline Pierce.  Now we’ve sat down with Mike Rush, Account Director of our @Home practice, to learn more about him and some of the trends he has spotted!

Nesting has certainly been a pervasive trend the past several years.  What other trends are you leveraging for 360 clients in the home goods space?

Many of 360’s @Home clients are focusing on energy- and cost-savings, helping homeowners build the castle of their dreams while not breaking the bank.  Savings benefits are being communicated in a variety of ways — through tools such as online savings calculators, Facebook coupons and DIY tips.  As a team, we’ve been exploring consumers’ tertiary uses for home products, too, which can help create buzz – like running a humidifier to create white noise and a quieter sleeping environment (in addition to reaping all the other benefits of using a humidifier).

How much have eco-trends affected the home space?

It’s not just about recycling, ENERGY STAR, and eco-friendly packaging anymore.  After what seemed like a green-washing epidemic, there’s been a more meaningful discussion of tangible eco-benefits that hit close to home, like low-VOC paint.  Many 360PR @Home clients are turning to qualitative research to get to the root of eco-trends in their specific industry.  A recent survey Honeywell Air Purifiers, for example, found that only 1/3 of Americans have actually considered how indoor air can be affecting their health.  A scary thought given the EPA has found that VOC levels on average are 2-5 times higher indoors than outdoors.

How have media responded?

HGTV, in particular, has groomed a new generation of home experts and stars.  There’s Mike Holmes from “Holmes on Homes,” David Bromstad from “Color Splash,” and Sabrina Soto from “Get It Sold,” who recently signed as a spokesperson for both Target and Claritin.  Magazine editors at the home magazines have also become the faces of the morning shows – Sarah Humphreys at Real Simple and Elizabeth Mayhew from House Beautiful are two of my favorites who both regularly appear on TODAY.

What are some of your go-to sources for the newest home products and home design trends?

Urban Daddy is my source for off-beat home design trends and products – just last week I was tempted to buy a Merriam Webster Dictionary hollowed out with a flask for whiskey inside and I don’t even like whiskey!  I’m also an avid reader of all the home magazines.  Suzanne Kasler and Thomas Paul are two of my favorite designers.  Top designers are teaming with retailers for exclusive lines – like Suzanne’s collection of furniture and accessories available through Ballard Designs.  And I love the style that Martha Stewart brings to The Home Depot (if you haven’t checked out HD’s upscale spin-off site HomeDecorators.com, you should).

What’s your newest can’t-live-without purchase at home?

Hands down it’s my Cuisinart Griddler. Prosciutto Jarlsberg paninis are the best on it and it’s a life-saver for grilling chicken!

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In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with SVP of our Healthy Living  practice, Victoria Renwick. Now we’ve sat down with Caroline Pierce, Account Director of our Parenting practice, to learn more about her and some of the trends she has spotted!

What were some of the hot topics buzzed about at this fall’s M2Moms conference?

What was really shocking to me is that only 4% of families fall into the U.S. Census definition of “traditional.”  Currently, 40% of all babies are born to single moms and nearly 2 Million children are being raised by same sex couples.  We no longer live in a world of 2.5 children and white picket fences.  These statistics are key for marketers when developing a plan to reach consumers.  It is important to consider all types of families.

You’re a relatively new mom – and a working mom to boot.  How should brands communicate with busy moms-on-the-go like you?

For me it is all about my iPhone!  I am always running around.  Sometimes by the time I sit at my desk in the morning I feel as though a full day has already passed!  At the end of the day when I get home the last thing I feel like doing is booting up my computer so it is important that brands have interfaces that I can view and interact with anywhere.  I also like the flexibility of viewing information on-the-go.  Sometimes the only time I have to myself is a few minutes in line at the grocery store or on my train ride to work!

 

What’s your favorite platform to communicate with other moms – Facebook, Twitter, texting, email?

For me it is all about Facebook.  Facebook allows me to communicate with my “friends” in a convenient and easy way.  I love getting comments on pictures I post of my family!  But beyond fellow moms, Facebook is my favorite way to communicate with brands.  Facebook brand pages are the prime way I receive information – from what’s new from a designers like Missoni or Versace to special offers from brands I “like.”.  I appreciate that I am able to control my level of interaction with brands on Facebook.  I can like a brand and their updates will show up in my newsfeed, I can visit brand pages, I can comment on brand posts or use an app.  And if a brand updates too much I ignore it.

Is there a dad factor, or are moms still responsible for doing it all?

There is definitely a dad factor in my house!  As a working mom, my husband and I are equally involved in decision making for our family – everything from choosing childcare to what toilet paper to buy!  It is definitely a team effort.  According to a recent survey shared at Marketing to Moms, 41% of moms report being the sole decision maker for their family purchases, but that means that 59% are not.  The traditional family roles are constantly evolving.  Dads are also taking to the blogosphere in record numbers. Dad blogs like The Busy Dad Blog and Frugal Dad have emerged as some of the top-read parenting blogs

Can you share one of your favorite campaigns aimed at parents – at 360 or otherwise?

Our Disney Baby client recently announced a partnership with the Million Moms Challenge, a movement aimed at raising awareness and money to support mothers in the developing world around issues that directly impact pregnancy, childbirth and children’s health.  This campaign really struck a chord with me.

The Million Moms Challenge campaign has virtually every element needed to mobilize moms including high-profile supporters, partners like Disney Baby, a contest with a fantastic prize – a trip to Australia for a photo shoot with renowned photographer Anne Geddes – national media reach through ABC News, and a very active social media presence on Twitter and Facebook.

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In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with SVP of our Entertainment & Electronics practice, Stacey Clement. Now we’ve sat down  with Victoria Renwick, SVP of our Healthy Living practice, to learn more about her and some of the trends she has spotted over the past 10!

What are some of the trends you’re seeing in the Healthy Living practice?

One of the most significant trends we’re seeing is the stepped up role consumers are playing in educating and empowering themselves before they make a purchase.  So much is happening before the consumer gets to the grocery store or other store or considers an online purchase.  Yes, price is still a consideration, but there’s a lot more that factors into what we buy these days.  This presents an opportunity for brands to act as educators, resources and connectors, instead of marketers.

How important is it for brands to “go green”?

The term ‘green’ has been thrown around pretty freely.  Brands were calling themselves and their products ‘green’ or ‘natural’ and the public, for the most part, took that at face value.  Consumers are more cognizant of green washing now and are making brands more accountable for their claims. People are more aware of how to read labels and investigate the products they are bringing into their homes  – and certainly there are a proliferation of resources at consumers’ fingertips to help. I love the Environmental Working Group site – The Skin Deep section is especially eye opening and a great place to decode confusing labels for cosmetics and health & beauty. The Organic Trade Association is also a great resource consumers can turn to for the latest news on organics and legislation as well as practical tips.

Green business practices are no longer a ‘nice to have’ but an expectation. We expect companies to be conducting business in a way that is ethically sound, better for the environment and better for us as consumers. A broad spectrum of CPG companies and food manufacturers has sustainability plans and goals in place to quantifiably demonstrate how they will be greener in the coming years. It’s all a step in the right direction.

Are there any particularly memorable 360 moments that stick out in your mind?

The way 360PR has been a leader in the social media space stands out to me.  Being part of that evolution over the last three years has been really exciting.  360 was one of the first agencies to really get the mom blogger space. We started connecting bloggers and brands in high touch settings like our Blunch™ series. That was right around the time I started here.

We’ve worked on some really fun campaigns over the years too. Just recently we were teaching the country to can as part of National Can-It-Forward Day, a campaign we created for the Ball® brand. From grassroots to top-tier media, we really struck a chord with people looking to eat more fresh and local year round.

You spent a good part of your early career in the event-planning industry.  How important do you find events to be to your client work here at 360PR and for public relations in general?

 

Events are part of our 360 full-circle approach.  We’re an agency that does events and does them well.  Events offer brands a high-touch, relationship-building forum with consumers and consumer-influencers, and that’s important as part of an integrated strategy to engage consumers.    At 360, we always have something exciting on tap – whether it’s cooking in the Muppets’ Kitchen or solving the Rubik’s Cube on the National Mall!  It’s also important to keep the formula fresh – virtual events via Livestream & Facebook help us extend the reach of ROI of a client’s investment in a physical event.

 

 

As the head of 360PR’s healthy living practice, have you found that your client work has had a significant impact on your personal life?

Absolutely. I’m so lucky to be exposed to the type of clients we have and the resources and knowledge that comes with them.  We’re PR practitioners but we’re also consumers.  Keeping on top trends for clients, you can’t help but take what you learn and apply it to your personal life.

For example, we conducted a speaking tour recently with food activist Robyn O’Brien on behalf of our Stonyfield Farm client. Robin’s a mom of four who compiled a staggering amount of information about our broken food system. As a new mom, I was a sponge, soaking up everything she had to offer.  I’ve bought her book, The Unhealthy Truth, for everyone of my friends who is a mother. It’s just too important not to share!

We also work with PBS KIDS.  When my son is ready to start watching TV or go online, I feel lucky to know what to look for when it comes to healthy, educational media. And as a busy mom, I really do rely on our clients’ services to make like easier. I use Peapod for grocery delivery every week (it’s a lifesaver!) and I do my family’s meal planning through Allrecipes.com.   This summer I planted a (small!) garden, started composting (it’s surprisingly easy!) and joined a CSA too – all things I probably wouldn’t have tried previous to heading the Healthy Living practice.

Filed under: 10 Minutes With Our Practice Leaders, 360 Public Relations, Consumer Marketing, Events and Conferences, Food Industry, Green Marketing, Marketing to Moms, PR Industry by EliciaBasoli - 5 Comments →

In 360PR’s 10th year, we are celebrating by sharing some of the things we’ve learned along the way in a “10 minutes with…” series featuring interviews with our practice leaders! Last time we chatted with Managing Director, Laura Tomasetti. This time around we sat down with Stacey Clement, SVP of our Entertainment & Electronics practice, to learn more about her and some of the trends she has spotted over the past 10!

Tell us a little about how you got started in PR.

I majored in PR in college and have always worked in the PR industry.  I’ve held positions both agencies and in-house.  I started my career working for two New York-area agencies (Rubenstein and LitzkyPR) before moving to MS&L/Boston and then in-house as a PR Manager at Atari before joining 360PR.

What motivated you to get into PR?

An economics class in college!  I started out as a business major and, after taking economics and accounting courses, I quickly determined that wasn’t for me.  My parents had suggested considering PR as a career path, thinking it might be a good fit for my personality, and some of their friends had said the same thing.  I took one PR course, and as they say, the rest is history!

You’ve worked at 360PR for a while.  What changes have you seen and what are some of the highlights?

I’ve been at 360 for just over six years now and the PR industry has changed significantly with the emergence of social media, and in turn, has changed the way we do business.  And not only has it changed how we do business but also the speed at which we communicate and the open, one-on-one interaction and dialogue that can now take place between brands and consumers. Highlights include the people I’ve had the opportunity to work with, big new business wins (and great clients as a result!) and our annual agency summer outings and holiday parties, of course!

What are the biggest changes you have seen over your time in the video game PR industry?  What hasn’t changed?

No more parties in Cabo San Lucas (ha!).  When I worked at Atari a number of years ago, all of the big video game publishers flew editors around the world to preview their new line-ups and those events lasted for several days.  These days, you see great parties held on a smaller scale, and they’re usually tied to industry events. But some things haven’t changed – many of the media who were covering the industry are still in the business today (though they may have moved around) and long-running relationships are crucial in this business and life, in general.

What are some of the trends you’re seeing in the broader electronics industry?

Consumers and media are looking for the latest and greatest products now more than ever. Getting product samples into the hands of key influencers as early as possible is really crucial to getting that big feature at launch. We’ve also had success working with industry associations for clients like Jabra and Oregon Scientific – getting product samples to their spokespeople early on so they have them on-hand when media approach them about trends or what’s hot.

Did you always imagine your office would include a sword or other medieval weaponry?

No, never! Especially since I was never into fantasy or science fiction growing up!  But I love it – the properties, the games and all the eclectic “artifacts” that remind me of some amazing launches over the years.  If you (dare) walk into my office, you’ll find everything from a 20-sided die to an Elvis bust which doubles as an iPhone speaker and a Rosie O’Donnell Koosh slingshot!

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