The Oscars, and four other things PR pros need to know on Monday morning, 2.23.2015

Oscar marketing winners and losers; Former colleagues dispute O'Reilly's war-reporting record; Walker shifts to the right on abortion.

1. The big (brand) winners at Sunday night’s Academy Awards included Farmers Insurance, whose spokesman JK Simmons won Best Supporting Actor for his role in Whiplash, and Lego, which incorporated its products into a performance of Everything Is Awesome. The quest for equal pay for women also got a shout out from Best Supporting Actress winner Patricia Arquette.

What flopped: Sean Penn’s cringe-worthy "green card" joke while presenting Best Picture, the tribute to recently deceased stars omitting Joan Rivers, and whatever this was by John Travolta on the red carpet.

2. Former CBS News colleagues disputed Bill O’Reilly’s recollection of his work in Argentina in 1982 during and after the Falkland Islands War, with one saying about his claims of reporting from a war zone, "No one remembers this happening." The Fox News host defended his record on Sunday on his network’s MediaBuzz show.

3. Wisconsin Governor Scott Walker has shifted his message on abortion well to the right as he positions himself for early Republican primaries and caucuses in early 2016. He had taken a more moderate view on the social issue last November while running for reelection.

4. The US ad market was up 5% in January, but TV continues to be a weak spot, with broadcast revenues down 6%, according to Standard Media Index. Networks are busy preparing their springtime upfront pitches.

5. Both Sony Pictures Entertainment and the US government botched their early responses to the cyberattack against the studio last November. The White House has proposed centralizing a group that could respond more quickly to hackings through a Cyber Threat Intelligence Integration System. 

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