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The year in review & ahead; Star Wars inspires huge brand activity; How Cision built its empire

US Weekender
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US Weekender | December 19th 2015
Welcome to PRWeek's Weekender newsletter, which catches you up on everything you missed during the week, gives you a few long reads for the weekend, and highlights the biggest trends in the communications industry over the past seven days. Please note that there will be no Weekender on Saturday, December 26. It will return on Saturday, January 2. Happy Holidays to all our readers!

As 2015 comes to a close, it’s time again to look both back at the year we’re leaving behind and forward to the year ahead. On the annual holiday podcast, the PRWeek editorial team ran through the highlights of the year, from politics to trends in social media use, and shared predictions for the next 12 months. Editor-in-chief Steve Barrett’s Editor’s Choice feature offers a long read of 2015’s defining moments in comms – and implications for what lies ahead in 2016.

One of 2015’s defining moments in entertainment is the revival of the Star Wars franchise 10 years after the series’ most recent installment in 2005. The latest film, The Force Awakens, has inspired not only rabid fan enthusiasm, but a flood of major brand activity, from social posts to fully fledged product campaigns and marketing tie-ins.

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Holidays and the new year
Editor's Choice: The year in review and a look forward to 2016 Editor's Choice: The year in review and a look forward to 2016
PRWeek editor-in-chief Steve Barrett sums up 2015's biggest stories and trends and considers the implications for what lies ahead in the next 12 months.
The PR Week 12.16.2015: The year in review; the year ahead The PR Week 12.16.2015: The year in review; the year ahead
The PRWeek editorial team shares their highlights of the year, as well as a look ahead to the future in 2016.
Digital influencers star in YouTube Rewind 2015 Digital influencers star in YouTube Rewind 2015
Marketers who work with YouTube stars will see some familiar faces in the brand's look back at this year.
How a PR makeover transformed Santa into a global superstar How a PR makeover transformed Santa into a global superstar
Forget Justin Bieber and the Kardashians, we go behind the scenes to discover the secrets behind brand 'Santa'.
Maurice Levy knows you want to skip his year-end video, and you definitely should Maurice Levy knows you want to skip his year-end video, and you definitely should
The best way to watch Publicis Groupe's hilarious yearly recap message is to skip it entirely.
Star Wars
How 10 brands leveraged Jedi Knight social skills to celebrate Star Wars: Episode VII How 10 brands leveraged Jedi Knight social skills to celebrate Star Wars: Episode VII
Warning: If you have an aversion to lightsabers or hair buns, look away now.
Star Wars: 10 of the biggest and most bizarre PR and marketing tie-ins Star Wars: 10 of the biggest and most bizarre PR and marketing tie-ins
From chewing gum to makeup, planes to batteries, it seems that every company wants to associate itself with the iconic film franchise. But is the marcoms activity getting out of hand for The Force Awakens?
A look at the PR behind the Star Wars BB-8 droid's global launch A look at the PR behind the Star Wars BB-8 droid's global launch
The app-enabled droid launched in anticipation of the next Star Wars movie in December.
Buzzed-about news
New global Ogilvy board makes sure younger talent is tapped New global Ogilvy board makes sure younger talent is tapped
Ogilvy global chair Christopher Graves will lead the 17-member board, selected from Ogilvy PR and Ogilvy & Mather, globally.
Diageo puts global corporate comms account out to pitch Diageo puts global corporate comms account out to pitch
Diageo is putting its global corporate comms account, which has been held by Edelman for the past six years, out to pitch, ahead of what the drinks giant calls a "new corporate brand strategy".
6 questions for Cision CEO Granat on the PR Newswire deal 6 questions for Cision CEO  Granat on the PR Newswire deal
Cision CEO Granat sat down with PRWeek to explain what the company's latest acquisition means for customers.
From Vocus to PR Newswire, how Cision built its empire From Vocus to PR Newswire, how Cision built its empire
In the past three years, the newswire market has changed dramatically, driven by acquisition after acquisition by Cision. A quick look at how the company gobbled up many of its competitors.
Your call: What are your expectations for the Cision-PR Newswire deal? Your call: What are your expectations for the Cision-PR Newswire deal?
PRWeek Live-blogs the December 15 Republican primary debate PRWeek Live-blogs the December 15 Republican primary debate
Follow along with live updates from the Nevada debate.
Brand Film Festival
PRWeek and Campaign launch Brand Film Festival PRWeek and Campaign launch Brand Film Festival
New initiative will profile the best brand films from six seconds to 60 minutes across all marketing and communications disciplines.
PRWeek Hall of Fame
Meet the PRWeek Hall of Fame 2015 honorees Meet the PRWeek Hall of Fame 2015 honorees
The third group of inductees to the PRWeek Hall of Fame was honored at a dinner in New York City on December 7.
The 2015 PRWeek Hall of Fame Dinner in 18 photos The 2015 PRWeek Hall of Fame Dinner in 18 photos
See the festivities that went down at PRWeek's annual Hall of Fame dinner at the Grand Hyatt in New York City.
Best Places to Work
The US PR industry's Best Places To Work in 2015 The US PR industry's Best Places To Work in 2015
As the war for talent intensifies, companies are getting creative to supplement compensation packages with collaborative and fun workplaces and flexible benefits.
PRWeek Global Awards
PRWeek Global Awards entry deadline extended, chair appointed PRWeek Global Awards entry deadline extended, chair appointed
HSBC's Pierre Goad will chair a stellar group of judges from the client and agency sectors all around the world.
PRWeek UK
Daily Mail: Government 'buried bad news' with 400 'embarrassing' announcements in one day Daily Mail: Government 'buried bad news' with 400 'embarrassing' announcements in one day
The Daily Mail has accused the Government of trying to "bury bad news just before Christmas" by making more than 400 "embarrassing" announcements in one day, including what it calls a failure to curb the use of "spin doctors".
Elton John splits with publicist Gary Farrow Elton John splits with publicist Gary Farrow
Gary Farrow, managing director of The Corporation, has parted company with client Elton John, citing "directional differences" with the artist's new management.
FitzGibbon Media closes over allegations relating to founder Trevor FitzGibbon FitzGibbon Media closes over allegations relating to founder Trevor FitzGibbon
International PR firm FitzGibbon has been forced to close after allegations relating to the personal conduct of founder and president Trevor FitzGibbon.
PRWeek Asia
Violent treatment of media and diplomats at Chinese human rights lawyer's trial grabs global attention Violent treatment of media and diplomats at Chinese human rights lawyer's trial grabs global attention
China unapologetic over incident at Pu Zhiqiang's trial when foreign press and statesmen were manhandled by police and prevented from entering court
Edelman China hires senior execs in digital and creative roles Edelman China hires senior execs in digital and creative roles
Daniel Yang joins as business director, while Mikko He has been appointed creative director
Ogilvy PR appoints Emily Poon as Singapore deputy Ogilvy PR appoints Emily Poon as Singapore deputy
New role will see Poon focus on new business, talent development, and boosting agency's PR consultancy capabilities
Long reads
Coming of Age: Japan's PR Evolution Coming of Age: Japan's PR Evolution
PRWeek and Nissan convened a panel of communications experts in Yokohama, Japan to assess an increasingly bullish Japanese PR market that reflects growing confidence in the country at home and abroad.
Corporate affairs: Redefining 21st century business Corporate affairs: Redefining 21st century business
A quartet of in-house leaders gathered in New York at this Pfizer-hosted panel to discuss how corporate affairs executives continue to gain influence in the C-suite and how that is impacting the broader business landscape
People moves
Cohn & Wolfe adds Mary Conway in new MD role Cohn & Wolfe adds Mary Conway in new MD role
Max Borges hires GE vet Frank Mantero as SVP Max Borges hires GE vet Frank Mantero as SVP
Ed Lamoureaux makes move to Definition 6 ---------------------------

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