How a big-name ad agency’s global influence can help shape public perceptions
- by admin
As ad agencies compete for business in a changing marketplace, one company has emerged to provide the backbone of the industry.
With its global footprint, A&M has a global reach, and it’s not just for the advertising space.
It’s also for public relations.
And as it’s a big player in the global advertising landscape, it has a chance to shape the future of public perception.
What does this company want?
Advertisers and PR professionals need to know the company is well connected, says David Gieringer, professor of public affairs at the University of Wisconsin-Madison.
“They have a lot of influence.
They can buy into the brand.
They have the contacts.
And they can influence public perceptions.”
Advertiser-owned brands have become a dominant force in PR, says Gierlinger.
“The brands that have grown to become so successful are the ones that have a great relationship with a brand, that have been around for a while, and have been built on a shared experience.”
A&M has been a strong influence on public perception of brands and has a history of winning a lot from clients, says Andrew Zweig, the vice president of public relations at A&m, the parent company of the agency.
“It’s an established brand.
It has been around a long time, and has done well in that,” he says.
And it’s been an increasingly successful brand, says Zweige.
“When you look at how successful brands are, they tend to have a relationship with the brand,” he said.
A&ms relationship with brands is a key reason for the company’s dominance in public relations, says Steve Gorman, the director of public policy at Public Policy Analysis Group, a non-profit that analyzes public relations tactics.
The agency’s public relations strategy relies heavily on the brand, he says, and that helps the agency become more relevant to advertisers.
“Brand ambassadors have an outsized impact on how the brand is perceived,” says Gorman.
“If you have a brand ambassador that’s in a position of influence, you’ve got a greater chance of getting a better product.
You’ve got greater opportunity to do something that’s going to be useful to the brand.”
A brand ambassador is a highly paid public relations employee that can influence how brands are perceived.
It can be the person who goes to the press with their story or the person with a direct connection to the company.
Brand ambassadors also can influence what the public perceives as the strengths of the brand and how it can be used to influence the public.
A+M has one of the largest brands in the world, but it doesn’t do anything with it.
It focuses on advertising and PR, not public relations or brand building.
And because it’s so successful, it’s easy to overlook how successful it is.
“One of the things that’s so compelling about brands is that they can be extremely effective at building a reputation,” says Zwerin.
“And the more successful they are, the more people are going to pay attention to them.”
And that’s what A&mbos global influence has meant.
As a global brand, A+m is well positioned to shape public perception, says Jonathan Stadtmueller, a marketing professor at University of North Carolina at Chapel Hill.
“Its global reach is tremendous,” he tells BBC News.
“Even though the brand isn’t on the map yet, there’s a strong connection between its global reach and how people perceive the brand in general.”
“The global reach of A&ams brand is enormous, especially considering that it is owned by the A&am Foundation,” says David Krieg, professor and director of the Branding and Public Relations program at the Kellogg School of Management at Northwestern University. “A&
As ad agencies compete for business in a changing marketplace, one company has emerged to provide the backbone of the…