MSL Conversations

A fresh perspective on communications and marketing in real-time.

February 15th, 2012Comments (0)

Big Boundless Lessons from the Super Bowl by Michael Echter

It’s been a few weeks already since the game of all games. The excitement on New York’s lower Broadway has been replaced by the dying fervor of a few stray Occupiers. Indianapolis has gone back to being the enjoyable mid-western town many of us know so well. Brandon Jacobs has taken has taken to the mat for Spike! TV. Linsanity and a dog show have replaced the Giants on the New York sports pages. And, Connecticutites have even stopped trying to figure out on what side of Main Street the Maginot Line of Sports is drawn.

But now it’s payoff time! MSL New York has won that Big Boundless Bet over Schwartz MSL Boston after the Giant’s exhilarating and epic win over the Patriots.

That means Dave Close will be leading a delegation from his Boston-based team to New York on February 23 to host the promised Happy Hour for the NY office and perhaps a little business as well. Joining Dave will be Meghan Gross, Carol McGarry and, perhaps, a few more colleagues still chatting up their Patriot pride with the random absence of the letter R.

Dave Close is Managing Director of Schwartz MSL Boston

This “Big Boundless Bet” was inspired by our company credo to “Be Boundless” in all we do. Now that we’ve had the time to reflect on the big game, can we extract some learning and from the game and apply it to our place in the world? As a former business development guy, I know a bit about the game of winning and losing, so here’s my take.

IT TAKES A TEAM TO WIN. So obvious, right? Just ask Brazilian supermodel Gisele Bundchen who made the point clearer than anyone could have hoped. On her mobile device immediately after the game, she called out her husband’s receivers for their dropped passes. “My husband cannot (profanity properly deleted) throw the ball and catch the ball at the same time,” she said in an elevator somewhere at the stadium. So true. No matter what team you root for, you have to agree with Gisele.

DON’T SET YOURSELF UP AS CLEOPATRA. Well, when you make a grand entrance as the queen of all queens, you need to actually be the belle of the ball. Madonna entered as the all-time regent and dramatically departed in a puff of smoke. But was the content in between as interesting? Was this coronation appropriate? Or, was Madonna just another ego-driven, royal pretender? Seems like her royal rights were superseded just days later by another more important songstress. That was fast.

Madonna as short-lived Queen of Pop?

GRIND IT OUT. The way the Giants worked hard for every yard they gained is worth noting. Success did not ever come easy to this team. Every victory was hard-fought. After beating the Falcons, the march to the Super Bowl demanded victories over the best of the best in the NFL — the Packers, the 49ers and the Patriots. The Patriots can make a similar claim about grinding out victories. Just ask the Cowboys and the Ravens. Victory goes to those who toil and labor. Work is always hard, no doubt about it.

Grinding it out. Winning is hard work.

MOMENTUM IS POWERFUL AND PAINFUL. The Giants had won five games in a row and Patriots had won 10 games in a row. As consecutive victories mount up, the excitement builds. You are invincible! You expect to win! You “will” yourself to victory! But, then, you start to worry. The mind game changes. When will it end? Will it be today? Will I be the cause? Jitters impacts performance. You don’t need to remind Patriot fans what happens next. Just mention the number 18. Better take the mind games off the field.

FROM FAILED TO HERO IN SIX WEEKS OR LESS. What’s that about Tom Coughlin? Time is a wonderful weapon. Time leads to changing circumstances, new opportunities and new pathways to success. Hanging in there with clients, in new business will pay off. Taking no for an answer never will.

HISTORY DOES REPEAT. Yes it does! To change the result, you need to change the circumstances, the players, the momentum and your unlucky socks. Otherwise, the formula seems to set, the mind games start and your old socks become concrete. (See above.)

TAKE PAUSE AND CELEBRATE. The best part of the Big Boundless Bet is it brings us closer together. We enjoyed the fun (or the pain). But, at the end of the day, the team in New York will get to meet the team in Boston and together we can build a BIG BOUNDLESS BUSINESS.

Here’s to you, Patriot Pat. Thanks for the beer and pretzels. Maybe some day we’ll return the favor (hopefully not!).

Patriot Pat

February 9th, 2012Comments (0)

Obituary — Michael J. Sullivan by MSLGROUP Americas Community Blogger

Michael J. Sullivan

Michael Sullivan, a public relations executive in Manhattan, died February 7 of complications following heart surgery. He was 46 years old.

Michael was North America Consumer Practice Director at MSLGroup, an international firm he joined in 2010. Renee Wilson, Chief Client Officer at MSLGroup, said, “Michael was an extraordinary public relations executive… Michael’s legacy will be his uncanny ability to take strategic ideation to the highest level. In that process, he pushed us to think bigger.”

During a career of more than 20 years, Michael became well known throughout the industry for his work on such accounts as Proctor & Gamble, Tupperware, L.L. Bean, and many others. Michael’s career began at Ruder Finn, which he left as a vice president in 1995. From there he joined DeVries Public Relations, at which he was President when he left in 2007. He formed his own consulting firm, SullivanBremer, with Laura Bremer in 2008.

Madeline DeVries said of her former colleague: “Michael’s unique combination of brilliant strategic thinking and highly creative writing made his presentations bold and unforgettable. His team-building and inspiring style contributed enormously to the company.”

Michael was born April 4, 1965, in White Plains, NY, the son of the late Hon. Timothy J. and Henrietta M. Sullivan. He was educated at Archbishop Stepinac High School and the Catholic University of America. Michael graduated from CUA in 1987, with a BFA in drama, with a specialty in directing. His senior thesis was a production of “Zoo Story” by Edward Albee. Michael was an avid traveler, opera lover, and reader of classic literature.

Michael is survived by four sisters, Nancy Loiaconi, Loretta Sullivan, Cynthia Sullivan and Patricia Nichols; and two brothers, Timothy Sullivan and Stephen Sullivan. He is also survived by five loving nieces and nephews.

A memorial service will be held at The University Club, 1 W. 54th St., in Manhattan, on Monday, February 13, at 2 pm. Those who wish to donate in Michael’s honor may consider Guiding Eyes for the Blind, Housing Works, and Gay Men’s Health Crisis.

February 8th, 2012Comments (0)

Michael Sullivan Memorial Details by MSLGROUP Americas Community Blogger

Michael’s service will be held on

Monday, Feb. 13
2 pm – 3 pm
The University Club (54th and Fifth Ave.)
New York, NY

Cards for Michael’s family can be addressed to his sister:

Ms. Cindy Sullivan
16 Suzanne Lane
Pleasantville, NY 10570

If you wish to make a donation in Michael’s honor, please consider one of the following groups:

-Guiding Eyes for the Blind
-Housing Works
-Gay Men’s Health Crisis

February 7th, 2012Comments (2)

Michael Sullivan by Renee Wilson

It is with deep sadness that I share the news that Michael Sullivan, our friend and colleague, has passed away.

Michael was an extraordinary public relations practitioner. He was a leader and a member of the executive team at MSL New York and a creative force who was respected across the global MSLGROUP network for having one of our sharpest minds. We offer our prayers and deepest condolences to Michael’s sisters, brothers and his broad group of friends and colleagues at MSLGROUP and throughout the PR community. Michael’s time with us and in life was way too short.

As you know, I worked closely with Michael during his time here at MSLGROUP Americas. Michael’s legacy will be his uncanny ability to take the strategic ideation to the highest level. In that process, he pushed us to think bigger. To be bigger. To be the best.

Several years before we hired him, I knew of Michael by reputation from his work on P&G. When Michael started his consultancy, Sullivan Bremmer, Scott Beaudoin introduced him to me. Of course, I jumped at the chance to involve him in our work. Little by little, Michael did more consulting for us in the Consumer Marketing space and we hired Michael in June 2010 as NA Consumer Practice Leader. It was at that time that he started making his mark on our GI brands, and lucky for us, found Denise Vitola and hired her.

Michael changed the game for us in Consumer – he let us know that what we were doing could be so much better. What had been acceptable no longer was, if you were working with Michael. He pushed our teams – HARD. And not everyone liked it, but no one can dispute he made us better public relations strategists. I see his effect on many of you, and it’s inspiring.

Michael brought style, flair and fun to MSLGROUP. From memorable quotes like: “Super fantastic bubble plastic!” to “Ding, ding, ding – you win the ham!,” we will never forget his energy, enthusiasm and passion for PR. When things were going well? “It’s gas and gators.” When things were looking tough? “We’re like water – we find a way.” We will keep his spirit alive when we use Ideahaus, brainstorm and strategize.

Michael Sullivan, Senior Vice President, Global Consumer Marketing

In typical Michael style, he posted his “own” version of a favorite quote from Ralph Waldo Emerson on the door of his office that speaks volumes to both his passion for ideas and his eagerness to tweak things in order to make them better.

“The health of the mind seems to demand a horizon;
the eye is never tired that can see far enough.”

As you may know, Michael was getting ready to move to London for a special P&G assignment. In doing this, I knew that he was going to help make MSLGROUP a powerful force in EMEA. By collaborating with Victoria Biggs in London, they would be unstoppable.

Michael was my overall partner on P&G globally. Although we only worked together for a little over a year, I will miss him terribly. If there is one thing Michael would want, it is for us all to have a fabulous party rather than be sad. So whether or not your party is with friends, or you choose to raise a glass on your own in his honor, please look for Michael beyond the horizon. And, make sure you are pouring Veuve Cliquot. Michael wouldn’t have it any other way

Renee Wilson is chief client officer of MSLGROUP and managing director of MSL New York.

February 3rd, 2012Comments (0)

When Politics, Advocacy, and Social Media Collide by Stephanie Smith

Stephanie Smith, North American Director of Media Serivces

Watching Susan G. Komen Foundation–Planned Parenthood story unfold over the last 48 hours has been a fascinating study in crisis communications, politics, and the power of social media.

It is the perfect storm of issues.
-The politicization of health issues in an increasingly divided government.
-An organization making a decision fundamentally at odds with the beliefs of its core advocates.
-The swift torrent of outrage in social media.
-Savvy reactive strategy to leverage the controversy.

Wherever you may fall on the political spectrum, the last two days have provided a window into how quickly public sentiment is voiced now and how communication strategy in turn has to evolve. Facebook, Twitter and other social media have played an increasing role in the narrative of major stories–that’s not surprising to anyone in the public relations industry. But the size, scope and swiftness of the online reaction to Komen’s decision to defund Planned Parenthood has been simply stunning. The flatfooted response from Komen seems to indicate that leaders at the non-profit had no idea the online and then real world backlash would be so immediate and forceful. In this era where social media is the ultimate sounding board and forum, people vote their dissatisfaction. Instantly.

It should be noted that the battle between these two non-profit giants is not exclusive to the left; this type of conflict could have arisen between two organizations on the right side of the political spectrum just as easily. The fundamental issue here is that two non-profits, ostensibly with similar values, ended up very much at odds.

Planned Parenthood-sponsored hashtag.

Planned Parenthood’s savviness.
The attempted demonization of Planned Parenthood has been underway for quite some time, and ironically the Komen decision has emboldened Planned Parenthood’s advocates in a way that attacks from opponents have not. Planned Parenthood’s handling of this controversy from a communications POV is spot on, taking to social media, emailing their supporters with fundraising requests, and engaging like-minded politicians such as Mike Bloomberg. Planned Parenthood has portrayed itself as the David in this David and Goliath story, and has savvily shaped the narrative to reinforce public sentiment in its favor. It is a case study in effective crisis communications.

Damage done.
On the other end of the spectrum is the Susan G. Komen Foundation. In attempting to recover, CEO Nancy Brinker has given changing explanations to justify the pulling of funds to Planned Parenthood. Komen now faces an uphill battle–creating a consistent message strategy and trying to allay the outrage from supporters. Management could choose to stick with their decision and simply withstand the criticism, hoping the controversy will simply wane. But the perception of having given in to what is a politically motivated issue is taking a severe toll on the organization. Brands, who account for millions in donations to Komen, may pull back, concerned that the organization is playing politics and has become tainted in the minds of consumers. Consumer boycotts are also likely to damage Komen’s fundraising efforts further.

Know your customer.
What is at the core of this controversy is that the Komen foundation either fundamentally forgot or misunderstood the beliefs and values of their core advocates. It’s critically important that a brand understands who its core customers are, who its advocates are, and what values they align with. By moving away from its core values, Komen has alienated a substantial percentage of their stakeholders. If Komen is going to stand for different values moving forward, then they will need to build a new base of support. In the meantime, Komen will become the cautionary tale for any major organization or brand.

Stephanie Smith is senior vice president, North American director of media services at MSL New York. She joined MSL New York from ABC News where she was a long-time network news producer who covered a wide-range of breaking news and feature stories for “World News Tonight with Peter Jennings,” “Good Morning America” and “Nightline.”