Trois questions au Président Monde de Burson-Marsteller, Mark Penn |
Lors de la conférence stratégique Burson-Marsteller EMEA à Madrid, BM Paris a posé quelques questions en exclusivité à Mark Penn, président monde de Burson-Marsteller.
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Texte complet de l’ interview menée par Bénédicte Pouilly, Directrice Corporate et Marques à Burson-Marsteller Paris:
Bénédicte Pouilly
As the CEO of Burson-Marsteller Worlwide, what is your perception of the PR market ? Can you provide an equivalent versus the advertising slowdown?
Mark Penn
Well, I think PR market has generally hold up better than advertising. I think that’s because issues continue to grow particularly in the financial crisis. A lot of companies have new issues, they can move to digital, it’s helping PR. I think the transformation of media industry has broadly in the media, so there are so many more sources and contacts than in fact the kind of communication work you do is becoming more important. So, PR felt a slowdown like everybody else, but a slowdown was much less than advertising. I think that’s really picked-up, really since the middle of last year to now.
Bénédicte Pouilly
Let’s speak about Evidence-Based. Why this position? Isn’t it obvious for a PR agency?
Mark Penn
For too long too many PR has been seen as a paince. But Evidence-Based, we mean, look at the data, look at the survey, at the analytics at the other resources, we really understand what are the facts, behind the positioning, behind the PR campaign, but how is our campaign working?
We begin in that place with those tools for untargeted measurement, we think that’s gonna make clients more comfortable, that they are doing the right thing when they spend money on PR and it can also validate our campaigns. And in other industries, the benefits of Evidence-Based , this is a critical differenting element for Burson-Marsteller. We are the experts of Evidence- Based.
Bénédicte Pouilly
During your presentation this morning, you spoke about social and traditional media. What is your vision of this major trend?
Mark Penn
For too long too many social media has taken off in an enormous way. People today are looking for information in social media, in Twitter, they are getting information with videos, on Facebook. But also remember that the traditional media and the online media have very important relationship. Online media often times comes as a reaction or an explosion from things that have been seen in traditional media, and a good campaign leverages both traditional media and online work, and the new media, social media, to put it together into a single cross media campaign.
Bénédicte Pouilly
Do you have a last message for all our fans of Burson-Marsteller in Paris?
Mark Penn
All I can say that we are having a great meeting here I Madrid. We enjoyed Madrid, Spain looking at the world before us , looking at how strong Burson-Marsteller has performed nevertheless for years and how to use those moments as opportunities to launch forward to be N°1.
