The PR Week 03.11.2016: The Sharapova Response; Adobe's Golin get

Maria Sharapova gets in front of her failed drug test, Adobe brings on Golin, Kraft's crafty marketing tactic, and more.

Image via Craig ONeal / Wikimedia Common. Used under the Creative Commons Attribution 2.0 Generic license.
Image via Craig ONeal / Wikimedia Common. Used under the Creative Commons Attribution 2.0 Generic license.



On this episode of The PR Week:

Russian former world tennis champion Maria Sharapova announced on Monday that she had failed  a drug screening in January due to her use of the drug meldonium. Sharapova said she had been taking the drug since 2006 under guidance from her doctor; meldonium was only recently defined as a banned substance. Although some high-profile brands, such as Nike, quickly severed sponsorship ties with her, several PR pros praised Sharapova’s handling of the situation. The PRWeek editorial team discusses where the tennis icon’s career goes from here.

Adobe has named Golin is strategic agency partner following a competitive RFP last September. Replacing the incumbent agency, Razorfish, Golin will manage social media content for the main Adobe brand and its Creative Cloud business. PRWeek senior report Diana Bradley explains what the new appointment means for Golin and Adobe.

Kraft Foods Group, Inc. revealed that it has been selling a healthier version of its iconic Macaroni & Cheese brand since late last year. The new recipe, which excludes artificial coloring and flavors, has already been sold in more than 50 million boxes, was not advertised or promoted anywhere expect the ingredients list on the packing. The PRWeek team discusses why Kraft kept the changes under wraps, and how consumers have reacted.

Plus, Republican presidential hopeful Donald Trump turned a press conference into an hour-long infomercial for his branded products (some of which don’t actually exist), agencies and industry groups team up to fight New York guidelines defining some PR activity as lobbying, agency Newlink brings on Saatchi Latin America vet Cynthia McFarlane, and more.

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