MS&L - Manning Selvage & Lee Worldwide Communications

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Consumer Marketing

The pendulum has swung. To quote one of our global clients, in today’s marketplace, “the consumer is boss.” That’s why the consumer is at the center of every strategy we create, message we craft and program we implement at MS&L. We strive to reach for deeper insights and knowledge into what makes people tick, and how we can use these insights to drive action. From household brands like Febreze, Swiffer and Mr. Clean, to durable goods such as General Motors’ fleet of vehicles and Philips’ line of home electronics, to retailers such as Best Buy and Staples, this understanding is the foundation of award-winning marketing communications programs that consistently deliver significant return on investment.

Our expertise in focusing on consumer life stages as key moments to transform attitudes, loyalty and action is the underpinning of a broad range of pillars of excellence at MS&L, including:

What makes MS&L consumer marketing different? At the heart of our creative approach is our desire to take our clients to unexpected places. We do this by creating work that breaks through the clutter, work that is both distinctive and effective. We also:

  • Specialize in building brand and category image, impacting behavioral changes, securing optimal coverage through a broad range of mediums and exceeding marketing objectives.
  • Observe, live, infiltrate and leverage pop culture.
  • Get inside the mindset of our target audience and, using research from our dedicated Consumer Insights Group, figure out how brands can best connect to those we would like to reach.
  • Utilize just about every contemporary marketing communications tactic and tool available. If what we need doesn’t exist, we create new ones to get the job done and the results we want.

Our core consumer marketing services include the following:

Consumer Media Relations
Our Consumer Media Department has a distinctive approach that results in consistent, accurate and top-tier coverage for our clients, both online and offline.

Led by a team of former broadcast journalists, producers and media specialists, we’ve developed personal one-on-one relationships with the top general news, trend, fashion, retail, business and technology journalists and bloggers on everyone’s “wish list.” We call them the Lifestyle 100 — the top agenda-setting national print, broadcast and online media. Our approach is to tailor every story to meet their needs. Our team members immerse themselves in the needs and changes occurring within the media landscape. From knowledge of and relationships with the newest senior producer at Good Morning America to the latest lifestyle writer at USA Today, the consumer media relations department staff are our eyes and ears in this dynamic media marketplace.

IM MS&L: Influencer Marketing at its Best
MS&L’s full-service influencer marketing specialty group, IM MS&L, is a demonstration of our commitment to creating communications programming that goes beyond traditional media relations. IM stands for both "I am" to underscore the power of the consumer in the 21st century, as well as influencer marketing. IM MS&L leverages the collective strength of our expertise in insight creation, influencer engagement, entertainment and digital marketing to deliver programs that break through the clutter, both online and off, connect with consumers and sell product.

IM MS&L has built a reputation as one of the industry’s pioneers and pre-eminent offerings in the arena of influencer and word-of-mouth marketing. In addition to creating industry-leading work for several of our largest clients, IM MS&L has been recognized with four Silver Anvil Awards – the industry’s ‘Oscar’ – for the most effective and innovative influencer marketing work.

IM MS&L’s unique approach to influencer marketing is designed to identify and mobilize the distinctive “few” who can most effectively reach the many. IM MS&L has built proprietary methodologies to cost-effectively reach the most targeted influencers and turn them into brand ambassadors in the online and off-line worlds. At the core of our approach, IM MS&L utilizes the IM Model and a number of distinctive tools such as IM Mapping, Influencer Relationship Management and IM Panels to help guide program creation and execution.

In addition to creating new tools, this past year IM MS&L sponsored and designed a research report, "Inside the Conversations of the Conversation Catalysts," an industry first that delved into the DNA of word-of-mouth conversations. The report is the largest and most comprehensive study of the brand-related conversations of consumer influencers. According to the study, 32 million word-of-mouth leaders, known as Conversation Catalysts, are involved in 184 word-of-mouth conversations a week, more than 1.5 times the average consumer. The team uses insights like these to help create breakthrough programming.

Interactive Communications – MS&L Digital
MS&L’s full-service interactive arm offers a unique 360 degree approach to managing brands online. It starts with research and online monitoring of newspapers, message boards, blogs and social networks through its MediaQuotient division. The team's online experts then create effective strategies based on those conversations to establish relationships and engage with consumers, from traditional Web development to award-winning corporate blogging and innovative online marketing and outreach. Some of MS&L Digital's recent awards include the 2006 and 2007 PRWeek Award for Best Use of Internet/New Media and the 2006 Award for Best PR Innovation of the Year for  the General Motors FastLane blog and the launch of the Philips Norelco Bodygroom shaver, respectively.

We have expertise in Web design, content management, weblog development and management, blogger media relations, program- and product-based microsites, database development, viral Web movies, online newsroom development, interactive infographics and corporate sustainability reporting online. MS&L builds online awareness for new product launches through several methods, including outreach to Web influencers. Through a proprietary database of key online product reviewers and word-of-mouth influencers, we drive consideration and trial of client products into strategic web sites used for research by would-be purchasers. In addition, we work with bloggers and message board moderators to create timely online conversations around products at critical points in the sales cycle.

Entertainment Marketing
MS&L Entertainment helps brands fuse marketing and entertainment by creating branded opportunities that reach the target and deliver strong business results. The group serves as a key consultant for our clients who wish to explore and build a presence in the worlds of entertainment and partnership marketing. We start with a true understanding of a brand, its culture and business objectives to identify consistent, differentiating opportunities that help drive sales, equity and publicity.

Our entertainment marketing division serves as a brand promoter and protector in the world of pop culture by forging strategic alliances with entertainment content, celebrities and influencers that resonate at retail. Operating as a bi-coastal boutique with ties to major studios, production companies and entertainment insiders, this division leverages MS&L's deep strategic brand marketing, special event, influencer seeding and publicity credentials. Our team also has extensive expertise in talent and entertainment negotiations, celebrity outreach, events, festivals, award shows and branded entertainment.

If you would like more information about hiring our global consumer marketing team, e-mail wendy.lund@mslpr.com.

If you would like more information about joining our global consumer marketing team, e-mail careers@mslpr.com.