Find your inner PESO at the PRWeek Conference

Last week I noted how much of the content on the official program at Cannes will focus on content and the owned, shared, and earned part of the PESO media mix that is increasingly dominating modern marketing.

Last week I noted how much of the content on the official program at Cannes will focus on content and the owned, shared, and earned part of the PESO media mix that is increasingly dominating modern marketing.

As such, it would be remiss of me not to highlight PRWeek's own event focusing on these crucial issues for our profession.

On Tuesday, September 17, in New York City, we are convening a stellar group of keynote speakers, top-quality panelists, interactive debates, and networking opportunities in an unparalleled lineup aimed at driving industry practice forward.

The day opens with Simon Sproule, global head of marketing and communications at Nissan, based in Japan, and now also director of marcomms at the automaker's Renault-Nissan Alliance. Sproule is one of those heads of a combined marketing and communications function who came from a pure comms background, and he has long since nailed his colors to the integrated flag. Nissan has a fully functioning TV studio and newsroom in its Yokohama HQ, staffed by former senior Reuters and BBC editors.

Sproule asserts that CEOs want it all – and they want it now. They want sustainable and profitable growth combined with leading brand indicators that demonstrate a high level of stakeholder trust: all delivered with budgets that account for a declining share of total revenue. “And they are increasingly agnostic about how PR and marketing achieve these results,” he adds. He will advise delegates how they can deliver on these exacting targets.

The rush toward content is resulting in interesting new partnerships with media companies, especially the likes of BuzzFeed, Mashable, and The Atlantic, but it represents serious challenges for the mainstream media outlets with legacy operations to feed. I'll be conducting a Q&A with News Corporation's strategy guru Raju Narisetti to find out how the Wall Street Journal owner is evolving its offer in light of brands' and advertisers' changing priorities.

Strong messaging requires a strong media underpinning: but for how much longer will this be the case?

Target CMO Jeff Jones will close the show, building on the themes he outlined in an interview in PRWeek's Marketing Issue earlier this year. He said then: “In the future, everything will be driven by mobility and transparency. The value of an earned impression will be more than a paid one. We have to move from campaigns to content.”

Almost 18 months into his tenure at the Minneapolis-headquartered retailer, Jones will place the debate about the efficacy of PESO and its genuine effectiveness for building brands and driving scale into context. It's sure to be a fascinating session.

I can't recommend this program and day highly enough. It will be a one-stop primer to uncovering the secrets behind effective content and marketing strategies - and the role communications pros play in this fast-changing process.

Click here to reserve your ticket and join the must-attend PR event of the year. I look forward to seeing you there in September.

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