SPARK! newsletter

June 2017

Breeds Loyalty

More than ever before, brand transparency (or the lack thereof) can have a huge impact on a company and how it is viewed by the public. According to a Label Insight study, 56 percent of consumers surveyed said that sharing information inspires more trust in a company. Transparency can involve many things – a company’s value system, how its products are created, the way it treats its customers. But it all boils down to two words: honesty and authenticity. When a brand fails at being forthright in its business practices, it runs the risk of creating bad word of mouth or, even worse, a damaged reputation. Conversely, when a company adheres to unwavering transparency, it is likely to win over customers and keep them over the long haul. In fact, based on the study, almost 94 percent of all consumers are more likely to be loyal to a brand when it commits to full transparency. Now if that’s not an incentive to practice open and honest communication, I don’t know what is.

 Micheal A. Olguin, CEO

Havas Formula to handle US PR for Heathrow

Havas Formula was recently tapped to help Heathrow Airport promote its range of services in the U.S. From a complimentary personal shopping service to restaurants by Michelin star chefs, as well as a VIP service that comes with a private entrance and dedicated security, Heathrow has reinvented the layover and is driving the change seen in airport terminals around the world. To further position Heathrow as an industry leader, the team will create opportunities for press and influencers traveling through the world-class airport to experience the amenities firsthand. 

Havas Formula Celebrates High & Mighty Win

Havas Formula New York was recently awarded the High & Mighty PR business, officially launching the wall hanger brand at the National Hardware Show in Las Vegas, May 9-11. Designed to be stuck up, High & Mighty aims to eliminate the barrier between inspiration and installation by making home décor accessible, easy and fun in three simple steps: Place. Push. Hang. The team’s PR program consists of consumer and trade media relations, influencer outreach, product seeding efforts and content creation. 


Top-Tier Media Get a Taste of Spindrift’s New Flavors

To promote the launch of Spindrift’s new flavors of triple-filtered sparkling waters made with real fruit, Havas Formula’s Lifestyle team in New York arranged high-profile media briefings with founder and CEO Bill Creelman. Through a series of tastings with publications including Marie Claire, Real Simple, Family Circle, Women’s Health and Good Housekeeping, media were able to experience firsthand the natural flavors and real fruit found in Spindrift beverages. Earned media coverage to date has included articles published in Well + Good, Clean Eating, Prevention, AOL Online, and Readers Digest online, among others. Sling Media, DISH Bring First Affordable, Wireless Multi-Camera Solution to Market

Sling Media, DISH Bring First Affordable, Wireless Multi-Camera Solution to Market

At NAB, Sling Media (maker of Slingbox) and DISH unveiled the new standard in wireless multi-camera live video production technology: SlingStudio™. A first of its kind, SlingStudio enables users of all skill levels to record, monitor and edit video in real time. In conjunction with DISH PR, Havas Formula LA implemented a multi-phased strategy to support SlingStudio’s market debut beginning with NDA previews at CES 2017, followed by an embargoed bicoastal tour inclusive of in-depth product immersions that helped lay the groundwork for review opportunities at launch. Media engagements included Bloomberg, USA Today, Videomaker, Mashable, Sports Video Group and The Hollywood Reporter. During its NAB Show introduction, SlingStudio made headlines in outlets such as TechCrunch, CNET, Engadget, FierceCable, and TechSpot – amounting to 185 million impressions that fueled excitement and trial interest among top industry tastemakers. 

New Sound United Audio Gear Unveiled at NYC Press Event

Following Sound United’s recent acquisition of the D+M Group (which includes Denon, Marantz, HEOS, and Boston Acoustics), Havas Formula hosted a New York press event to unveil new products from Polk Audio as well as Denon and Marantz, both makers of premier A/V receivers. Combining these three well-known brands for the first time, the team secured 15 media attendees from top lifestyle, technology and audio publications for private briefings in the Morgans Hotel penthouse in midtown Manhattan. Stemming from these meetings and a streamlined press release strategy, the agency landed 28 placements in key outlets including Consumer Reports, CNET, Sound & Vision, The Verge, CE Daily, AVS Forum, TWICE, and Residential Systems. Ultimately, the coverage yielded 166,000 impressions and nearly $300,000 in ad value.Electra Introduces New E-Bikes via Editor Ride-alongs.

Electra Introduces New E-Bikes via Editor Ride-alongs

To launch Electra’s newest e-bikes and excite media about the benefits of commuting, Havas Formula hosted an intimate NYC press event in May during “Bike to Work” month. Attendees (which included media from 15 top-tier outlets including Forbes, Self and People StyleWatch) learned about the evolution of the brand from Electra President Kevin Cox, took the e-bike for a spin around the block, and enjoyed travel-friendly sack lunches. The event also featured essential tools for the work commute, such as Vuori athletic gear, Sun Bum sunscreen, a Polk Boom Bit, and custom Electra bicycle helmets personalized on the spot by a graffiti artist. Initial coverage has already appeared in Forbes, ELLE and Refinery 29, yielding more than 57 million impressions, with more placements on the horizon. 

‘Forbes’ Features Acxiom’s Timely Tax-Season Data 

Leveraging tax season as a timely hook, Havas Formula SD secured an exclusive feature story on for new client Acxiom, the data foundation for the world’s best marketers. The article “How Do You Measure Up To Other Taxpayers?” spotlights Acxiom’s “What’s Your Tax Timetable?” infographic and features several insights from Acxiom’s head of corporate marketing and communications, Justin Schuster, and senior manager of research and insights, Reba Chaisson. The online piece reached close to 30 million visitors and delivered extensive background on Acxiom’s data research capabilities to its core audience of the world’s top marketers, executives and business professionals.

Kevin Murphy Product Praised in ‘ELLE,’ ‘Cosmo’ and ‘Redbook’

The latest Kevin Murphy hair care innovation, SHIMMER.ME BLONDE, has become a media darling since launching in January, with its latest feature appearing in ELLE Magazine. The article, about maintaining the recent pearl and ice hair color trends, said “this glow-getter imparts instant radiance” about SHIMMER.ME BLONDE. In addition to ELLE, the syndicated piece ran in the print versions of both Cosmopolitan and Redbook, reaching a combined audience of more than 8 million readers across the U.S.

Senior Helpers Survey Reaches 30 Million Readers

In an effort to help position Senior Helpers as an industry expert and leader in the in-home senior care industry, Havas Formula SD launched a national survey that found adult children want their parents to age at home, among other statistics. Looking to generate compelling content that would pique the interest of high-profile reporters, the team gathered attitudes on aging parents and their eventual need for care from a nationwide pool of baby boomers and Gen-Xers. The results were spotlighted in a stand-alone article on that detailed Senior Helpers' value proposition as a premier in-home senior care provider with over 311 franchised businesses operating across the globe. Also referencing the brand’s partnership with senior-care advocate Leeza Gibbons and featuring several photographs, the national online feature reached approximately 30 million readers.

Jamie Boselli Promoted to Senior Account Supervisor

Havas Formula’s Lifestyle team recently promoted Jamie Boselli to senior account supervisor in the agency’s New York office. In her four years with the agency, Boselli has played a key role on her accounts by providing strategic insight, creative ideation and stellar media relations skills.  She currently manages programmatic elements including new product launches, media events and influencer relations for clients such as Siggi’s and The Northwest Company. In her new role, she will assume greater responsibilities with respect to account planning and overseeing team deliverables while contributing to new business development efforts. 

Lissette Calveiro Elevated to Account Supervisor

Havas Formula’s Lifestyle division is pleased to announce the promotion of Lissette Calveiro to account supervisor in New York. To date, she has demonstrated excellent client and staff management skills, outstanding top-tier media successes, and a knack for cultivating strong relationships with both macro- and micro-influencers across numerous different verticals. As account supervisor, she will continue to operate as a day-to-day account manager and mentor junior staff while overseeing national media outreach and influencer efforts. In her spare time, Calveiro sits on the board of CubaOne Foundation and provides pro bono communications for the nonprofit. She is also part of Leadership Florida, a professional network for people who started their careers in the state, and contributes to lifestyle/healthy living beats for outlets including Elite Daily and Huffington Post. 

Sonya Modi Promoted to Senior Account Executive

Sonya Modi Promoted to Senior Account Executive

Since joining the company three years ago, Sonya Modi has garnered steady top-tier press while providing detail-oriented account service for clients ranging from Noble Vines and McCarthy to Dunkin’ Donuts and Panda Express, among others. Her critical thinking, organization and event planning skills have all contributed to consistent account program success. With a passion for PR and impressive knowledge across myriad industries, her contributions include media events, content integrations, product launches, influencer relations, awards programming, speakerships and product reviews. Her ability to bring impactful results to a diverse client portfolio adds to her integral role as a utility player within the agency. In her new position, Modi will continue lending her media chops across the Los Angeles division’s clientele, while playing a bigger role in day-to-day account management, thought leadership, strategic planning, staff mentorship and new business development. 

Bruno Solari Advances to Senior Account Executive

Havas Formula NY’s Consumer division has promoted Bruno Solari to senior account executive. During his time with the company, Solari has impressed both his colleagues and clients with his ability to generate significant, high-profile press coverage. He has also exhibited exceptional client counsel and established solid relationships with business, consumer and trade press. A member of PRSA’s New York Chapter, Solari recently moderated a “Meet the Media” panel at the Havas New York offices. Equally active in the community, he serves on the University of Miami’s Young Alumni Council, mentoring students within the School of Communications. In his new role as SAE, Solari will run national media relations campaigns, orchestrate events and brand partnerships, and oversee thought leadership programming for multiple clients.

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