Manning Selvage & Lee creates comprehensive global digital PR network

Company Brief

New York, February 20, 2008

Manning Selvage & Lee (MS&L) today announced the expansion of its successful North American digital practice into an integrated global offering that includes distinct capabilities in continental Europe, the U.K., and Asia. The new global network, MS&L Digital, will now be able to offer worldwide integrated global solutions with Digitas and Publicis Modem, its Publicis Groupe sister agencies.

The move reflects the growing importance of digital strategies to Publicis Groupe and the increased importance of social media, user-generated content, mobile technologies and traditional Internet-based communications techniques to the agency’s clients around the world.

According to MS&L research, marketers feel there is a growing urgency for integrated global digital offerings. A recent study by MS&L and PRWeek found that while the majority of executives expect to engage and invest in conventional marketing activities this year, such as event sponsorships (60%) and media relations (65%), sizable numbers also plan to build their brands through consumer generated media (43%).

As digital communications excellence becomes an increasingly critical part of brand-building and the overall marketing mix, companies must be able to implement digital programs around the globe. The survey results indicated that the majority of marketing executives perceive consumer-generated media to be an important activity for building a brand (55%), increasing brand awareness (63%), and driving sales (43%).

“There is growing demand from MS&L’s clients for sophisticated, market-specific digital communication programs in most areas of the world,” said Mark Hass, MS&L’s chief executive officer. “While the content of the many digital techniques we use is tailored to different markets and cultures, the ability to share strategies and best practices across borders will be key to our clients’ success and the agency’s continued digital leadership.”

MS&L’s proprietary approach to digital communications is consumer-centric, focusing on five core areas: communicating with multiple audiences; using third-party credibility; creating and building research-driven insights that educate, entertain, engage and motivate; utilizing online and off-line storytelling techniques; and leveraging the agency’s deep understanding of influencers and pop culture to achieve communication and business goals.

The agency’s global offering will use this approach and offer four categories of services:

Consulting and strategy (brand and reputation navigation, crisis management, employee communications and CSR);

Conversation (influencer relationship management, social networks, mobile platforms and blogging);

Digital publishing (site development, graphics and banners, content creation, multimedia, and programming); and

Measurement and accountability (monitoring, metrics and analysis).

MS&L’s North American digital practice has been a pioneer in the use of digital techniques since 1995, and has created many of the industry’s best-known, innovative programs in blogging, brand conversation and buzz, influencer activation, Web development, and online outreach for top clients including General Motors, Philips, Procter & Gamble and Heineken USA. Its award-winning work on GM’s FastLane blog, which connected consumers to GM’s products and executives, is acknowledged as the communication industry’s best practice for how companies can directly and effectively engage in online conversations with customers and influencers. Similarly, its communications campaign for shaveeverywhere.com, the web site for popular men’s shaver Philips Norelco Bodygroom, helped make the product introduction one of the most successful in Philips’ history. Both campaigns won more than 20 industry and Web awards in the U.S. and U.K., including PRWeek’s Best Use of Internet/New Media, numerous gold, silver and bronze SABRE awards, PRSA Anvils, Bulldog Reporter awards, and others.

MS&L also has extensive experience creating Internet and social media campaigns for clients in the U.K., Germany, France, Italy and Sweden. MS&L France, for example, has created numerous search engine optimization and buzz campaigns, including event planning that targets online trend setters, online competitions, and editorial support for blogging, podcasting and online community management. Its office in Germany has been working on digital campaigns for large global clients for the last several years.

MS&L’s new global practice will be jointly led in North America and Europe by Jud Branam, head of MS&L’s BlogWorks practice, and Michael Pierlovisi, head of MS&L France’s Digital PR practice. The network will be led regionally in the U.K. by Justin Hayward, head of MS&L London’s technology group, and Josh Shapiro, regional business development manager in Asia, and staffed by more than 50 MS&L digital experts in key markets around the world.

In Asia, the MS&L Digital team is led across India by Jaideep Shergill, partner with Hanmer MS&L in Mumbai, in Greater China by Harriet Gaywood, account director with MS&L Shanghai, and in Singapore by Tony Tan, senior account manager with MS&L Singapore.

“The communications industry has shifted from operating as a monologue, to a dialogue, and now to a multilogue, which means that there are multiple conversations and participants about our clients’ products, executives and brands at any given time,” said Branam. “We cut through fads to counsel our clients on the best way to add their stories to this conversation, using innovative products and tools with both context and credibility.”

For further information please contact:

Manning Selvage & Lee

Allison Ross

Tel: +212.468.3886

e-mail: allison.ross@mslpr.com