| Marketing |
| Written by Marjorie Teresa R. Perez / AdMix / joyetteperez@yahoo.com |
| Monday, 16 November 2009 18:33 |
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This columnist describes Weber Shandwick Worldwide as the movement from the fringe, to the edge, to the realm of the cool, to the next big thing, and, finally, to social convention. The agency did well. It has been named the agency of the year by the Holmes Report, one of the leading public relations industry newsletters. The report cited the agency as not only the largest public relations brand in the world, it is also the strongest, perhaps the only firm that ranks among the top three in both size and quality in all three of the major regions in which it operates. In today’s new business environment, the agency recognizes that advocates play a key role in giving clients the competitive advantage they need to reach the highest levels of success. “Our deep insights, strategic vision, integrated expertise, and relationships with stakeholders and other audiences uniquely position to identify and mobilize advocates for our clients’ products, services, brands and issues anywhere in the world,” said Atty. Michael Toledo, president and chief executive officer (CEO) of Weber Shandwick Worldwide, Philippine office. The agency offers the mass market something much bigger—meaning within a broad cultural context. As a result, they play a far more inspirational role in people’s lives. Weber Shandwick Worldwide has adopted Character Building Foundation, Inc. (CBFI) as its corporate social responsibility with the primary purpose of “creating awareness of strong positive character as the foundation of a progressive nation.” Movements like these have an inner feel to them, a soul that is brought to life with a distinct persona and distinct sensibilities. They seek to represent an experience and a vibe rather than an image—a purpose. And, as this columnist saw with the example of the Gawin ang Tama (GAT) movement, this message needs to be placed in the right context to be fully understood. What that grand purpose is, well, that’s something the visionary leader explored the deeper meaning the GAT movement will have within the community’s lifestyle, that is, “self transformation.” Then build a sense of belonging around the specific rallying cry—promote the reindoctrination of three core values of honesty, integrity and hard work. It addresses the challenge of aligning people’s minds and hearts with the new strategy by building a culture of trust, commitment and voluntary cooperation in its execution, as well as support for the leader. Addressing this challenge spells the difference between forced execution and voluntary execution driven by people’s free will. CBFI founder and president Heidi Sison stressed that the GAT is a nonsectarian and nonpolitical movement. “It is a call to action for all Filipinos to effect change now as part of a collective effort to cleanse the country of ill practices that have been a hindrance to our national growth,” she said. Sison has spent 40 years in broadcast media, always demanding excellence in her craft and innovating the medium to be meaningful with the times. Being the product of the best school in communication (she has Master of Arts in radio, TV, film from Northwestern University) coupled with 40 years of actual work experience, Sison finds herself standing from the point of view of knowledge and wisdom. Media has a mission to fulfill. She never lost sight of that. According to Jojo Feliciano, Weber Shandwick’s director for strategic services, advocacy starts here at the agency. “We need solutions to effect change. Don’t just try to talk about it or conjure it out of nothing. Advocacy has evolved beyond the point where that is possible. We ally with someone who not only understands it, but who has legitimacy and expertise.” Advocacy is a set of hands-on technical skills and practices needed to effectively press for change. It is also the foundation of active citizenship, a process through which ordinary people learn to participate in decision making at all levels. Identifying priorities, crafting a strategy, stepping forward, taking action and achieving results are critical steps to finding one’s voice, making oneself heard and shaping one’s future. “The GAT movement has shown that when people are empowered with the dignity and confidence to act, a world of possibilities opens up. It is dedicated to unleashing the advocate in each of us,” Feliciano added. The agency, along with Sison, began the strategy by bringing together companies and organizations as GAT members which will empower leaders with the knowledge and skills they need to take a leap forward in their advocacy practice. GAT members now include the Armed Forces of the Philippines, Clark Development Corp., Department of National Defense, Gen Pack, Manila International Airport Authority, Philippine Army Fort Bonifacio, Philam, Scout Rangers, Special Forces Officers and the Fort Magsaysay Nueva Ecija. The challenge of execution exists, of course, for any strategy. Companies, like individuals, often have a tough time translating thought into action although it represents a significant departure from the status quo. It hinges on a shift from convergence to divergence in value curves. That raises the execution bar. To achieve this effectively, however, companies must abandon perceived wisdom on effecting change. Conventional wisdom asserts that the greater the change, the greater the resources and time you will need to bring about results. Instead, you need to flip conventional wisdom on its head using what we call tipping point leadership which allows you to overcome hurdles fast and at low cost while winning employees’ backing in executing a break from the status quo. “In the end, a company needs to invoke the most fundamental base of action: the attitudes and behavior of its people deep in the organization. You must create a culture of trust and commitment that motivates people to execute the agreed strategy—not just to details but to the spirit,” Feliciano stressed. Where the GAT movement is concerned, this challenge is heightened. Trepidation builds as people are required to step out of their comfort zones and change how they have worked in the past. “The GAT movement begins with you. Your self-change in adhering to the principles of honesty, integrity and hard work is where each and every Filipino should start,” Sison added. Weber Shandwick has built a collaborative team of the industry’s most talented professionals, a client roster that includes many of the world’s most recognized and respected brands, and a power track of unparalleled performance. The agency provides strategic counsel and program execution services that span the complete range of communications disciplines and industry sectors. Services range from marketing communications, media relations and issues management to public affairs, crisis communications, and CEO and corporate reputation management. Its specialized integrated services include interactive and emerging media advocacy advertising, market research and visual communications. |
