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Marketing to Generation Z; Inside the 22 Pushup Challenge; More from Rio

US Weekender
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US Weekender | August 19th 2016

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 trends in the communications industry over the past seven days.

PRWeek’s resident member of Gen Z, Sabrina Sanchez, shined a spotlight on her own generation and uncovered the top tips for brands that want to engage the next wave of consumers via social media and influencers. Sneak peak: Generation Z is responding less and less to traditional advertising.

The 2016 Olympic Games in Rio de Janeiro, Brazil, are drawing to a close, and the Summer Games have been a can’t miss experience for most brands not named “Ryan Lochte.” Coca-Cola ran its largest social media campaign ever at the Games, and PRWeek caught up with representatives from Konnect Agency, Ketchum Sports & Entertainment, and Edelman.  

Marketing to Generation Z
Generation Z is changing the face of marketing Generation Z is changing the face of marketing
PRWeek's resident Gen Z'er Sabrina Sanchez shines the spotlight on her own generation and uncovers top tips for brands wanting to engage the next wave of consumers via social media and influencers.
Inside the 22 Pushup Challenge
The personal story behind #22Kill social media phenomenon The personal story behind #22Kill social media phenomenon
A humbling conversation with one of the U.S. Army veterans behind the #22PushupChallenge highlights the power of media and social media in driving brands, causes, and organizations.
The PR Week 08.19.2016: A CEO stops by, Gawker, and more Olympic gold
The PRWeek editorial team discusses the week's top PR and communications stories, with a special guest appearance from M&C Saatchi PR CEO Molly Aldridge.
2016 Olympic Summer Games
How Coca-Cola targeted teens during the 2016 Olympic Games How Coca-Cola targeted teens during the 2016 Olympic Games
The brand's largest social campaign ever received its highest level of engagement with Facebook Live.
PR folk in Rio: Like the athlete who lost her shoe, there's no stopping Ketchum PR folk in Rio: Like the athlete who lost her shoe, there's no stopping Ketchum
PRWeek chats to comms pros in Brazil: Ketchum Sport and Entertainment's Steph McDonald has been on duty for P&G, but will also cherish a memory of witnessing a 'true reflection of the Olympic spirit'.
PR folk in Rio: Edelman goes Dutch at Holland Heineken House PR folk in Rio: Edelman goes Dutch at Holland Heineken House
PRWeek chats to comms pros in Brazil: Emily Favret, account director at Edelman UK, discusses Heineken's activity with the Dutch Olympic team, the host nation's PR effort and "klap-mee-dailles" (no, we didn't know either).
PR folk in Rio: #ThatsGold for Coke and M&C Saatchi Sport & Entertainment PR folk in Rio: #ThatsGold for Coke and M&C Saatchi Sport & Entertainment
PRWeek chats to comms pros in Brazil: Aarti Parekh, business director, sport, at M&C Saatchi Sport & Entertainment, has been working with Coca-Cola on its #ThatsGold programme while keeping an eye on other brands and a tiny gymnastics star.
Fresh campaigns
Mountain Dew's flavor election goes down to the wire Mountain Dew's flavor election goes down to the wire
Pitch Black or Baja Blast? Mountain Dew, with an assist from Golin, let its fans pick the classic flavor it would make a permanent part of its beverage lineup.
Why Car2Go hacked itself for San Diego Comic-Con Why Car2Go hacked itself for San Diego Comic-Con
The car-sharing brand created its own version of Anonymous to help visitors to San Diego get around surge pricing - and win rare comic book editions.
In profile: 2016's most powerful
Karen van Bergen, CEO, Omnicom Public Relations Group: Power List 2016 Karen van Bergen, CEO, Omnicom Public Relations Group: Power List 2016
2016 rank: 6
Joe Lockhart, EVP, communications, National Football League: Power List 2016 Joe Lockhart, EVP, communications, National Football League: Power List 2016
2016 rank: 21
Jason Cone, executive director, Doctors Without Borders: Power List 2016 Jason Cone, executive director, Doctors Without Borders: Power List 2016
2016 rank: 39
Lauren Wesley Wilson, founder and president, ColorComm: Power List 2016 Lauren Wesley Wilson, founder and president, ColorComm: Power List 2016
2016 rank: 40
Barry Caldwell, SVP, corporate affairs and chief legal officer, Waste Management: Power List 2016 Barry Caldwell, SVP, corporate affairs and chief legal officer, Waste Management: Power List 2016
2016 rank: 32
GE's Deirdre Latour
Imagination put to work: How Deirdre Latour is redefining GE's comms unit Imagination put to work: How Deirdre Latour is redefining GE's comms unit
From the moment she rose to the top comms spot, GE’s new CCO has directed a daunting global task list — from a multibillion-dollar acquisition to the controversial relocation of the company’s headquarters — with the poise, panache, and leadership of a seasoned pro.
PRWeek Awards open for entry
PRWeek US Awards 2017 launch - deadline for entries Oct 3 PRWeek US Awards 2017 launch - deadline for entries Oct 3
This year's awards have been upgraded to include five new categories that will further highlight exceptional achievement across integration, marketing, creativity, and content.
Agency deep dives
Cohn & Wolfe: PRWeek Global Agency Business Report 2016 Cohn & Wolfe: PRWeek Global Agency Business Report 2016
The firm saw strong growth in all regions and almost every market -- thanks to its integrated arsenal of digital, social, mobile, and content.
FTI Consulting: PRWeek Global Agency Business Report 2016 FTI Consulting: PRWeek Global Agency Business Report 2016
Global revenue for FTI Consulting's strategic communications unit was flat year on year.
Text100: PRWeek Global Agency Business Report 2016 Text100: PRWeek Global Agency Business Report 2016
CEO Aedhmar Hynes says 2015 was "an incredibly strong year for Text100."
Burson-Marsteller: PRWeek Global Agency Business Report 2016 Burson-Marsteller: PRWeek Global Agency Business Report 2016
Well respected for its crisis management guidance, the WPP firm aims to rebound from a flat year with a stronger integrated offering.
Buzzed-about news
Hewlett Packard Enterprise shifts majority of global business to Publicis Groupe Hewlett Packard Enterprise shifts majority of global business to Publicis Groupe
Publicis Worldwide New York becomes lead creative agency, replacing BBDO. Ketchum's work with the company was not affected.
FTC maintains scrutiny over marketers' use of online influencers FTC maintains scrutiny over marketers' use of online influencers
Marketers and PR agencies should closely review the FAQs, in addition to recent enforcement actions, before engaging in online influencer campaigns.
Ogilvy's Davidson takes on battleground states for Clinton campaign Ogilvy's Davidson takes on battleground states for Clinton campaign
Linara Davidson has taken a leave from Ogilvy Public Relations to work on Hillary Clinton's campaign as regional political director for Ohio, Virginia, and Pennsylvania.
Italian restaurant draws social media ire for selling 'Black Olives Matter' merchandise Italian restaurant draws social media ire for selling 'Black Olives Matter' merchandise
But thanks to the controversy, business is booming.
PR pros urge Gawker to stay true to itself PR pros urge Gawker to stay true to itself
The Nick Denton-founded media company struck a deal this week to be bought by Univision amid long-running legal disputes with billionaire Trump supporter Thiel - the fate of its flagship publication, Gawker.com, remains unknown.
Shake Shack cooks up social chatter to open 100th location in Boston Shake Shack cooks up social chatter to open 100th location in Boston
The burger chain rode a jet stream of social media chatter to hype its 100th location in Boston.
'Uber of airlines' Surf Air aims for European lift-off by hiring Text100 in US and UK 'Uber of airlines' Surf Air aims for European lift-off by hiring Text100 in US and UK
On-demand membership airline Surf Air has hired Text100 as its agency of record in the US, as it prepares to launch the Californian brand in Europe in October, starting this weekend with a paid social campaign.
PRWeek UK
Are relationships between charities and drug manufacturers always toxic? Are relationships between charities and drug manufacturers always toxic?
A plea by cancer charities Breast Cancer Now and Prostate Cancer UK to make innovative treatments more widely available on the NHS is not a surprising headline.
'Uber of airlines' Surf Air aims for European lift-off by hiring Text100 in US and UK 'Uber of airlines' Surf Air aims for European lift-off by hiring Text100 in US and UK
On-demand membership airline Surf Air has hired Text100 as its agency of record in the US, as it prepares to launch the Californian brand in Europe in October, starting this weekend with a paid social campaign.
Pinterest rolls out video ads in U.K. and U.S. Pinterest rolls out video ads in U.K. and U.S.
Pinterest is rolling out video ads in beta to test partners in the U.K. and the U.S. as it builds out its ad business to compete with Twitter, Facebook, and Google.
Long reads

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