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Seagate Appoints FleishmanHillard as EMEA PR Agency of Record

Seagate Technology plc has announced that FleishmanHillard Inc will serve as the company’s new public relations agency of record in EMEA, effective immediately. The announcement comes following a thorough selection process that involved its European headquarters in Maidenhead, UK and global headquarters in Cupertino, California.

FleishmanHillard will support Seagate’s communications efforts across its entire range of storage solutions and services in 13 European markets. The work will be centrally hubbed from the FleishmanHillard London office under the leadership of Head of Technology, Sophie Scott.

The Fleishman team will work with Seagate EMEA Head of Corporate Communications, Helen Farrier-Rampton, to implement a comprehensive PR programme that includes thought leadership, creative campaigns, executive positioning, and product promotion.

“Fleishman is the ideal partner for us as we continue to grow our profile with both consumer and business audiences,” said Ms. Farrier. “Seagate devices help people and businesses around the world to create, share and preserve their most critical memories and business data, and we firmly believe that FleishmanHillard is the right agency to help us deliver that message across EMEA.”

“One of Fleishman’s particular strengths is their ability to work seamlessly and strategically across a number of markets, creating compelling content and campaigns that will work across the region,” said Ms. Farrier. “We look forward to putting that strength to work for Seagate.”

“At a time when the world is running out of storage space due to the massive increases in digital data being generated both by business and consumers, Seagate has similarly massive ambitions for growth,” said Ms. Scott.

“That’s a positive and compelling communications opportunity in itself, but our remit will also be to help Seagate navigate how Europeans today interact with media, brands and companies – all in order to positively impact its bottom line.”

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Friday TechMunch: Every Cloud Has A Silver Lining?

Contributed by Ben Fletcher

Celebrities are getting hacked off with iCloud. Last month, more than 100 high profile celebrities had their phones hacked and intimate pictures posted online. With a selection of these celebrities claiming the photos had already been deleted and therefore, couldn’t have been stolen, how did these hackers gain access, and what threat does this pose to our data?

At the moment, nobody is quite sure how these photos were obtained, however, it has been widely reported that Apple’s iCloud storage is to blame.  If activated, iCloud automatically stores data such as photos, video, contact, etc., in the cloud allowing users to sync their data across various Apple devices. Research suggests that iCloud uses a robust 128-bit encryption both upon delivery and during delivery of files – which makes it very difficult, and somewhat unlikely, for hackers to intercept anything that’s in transit to Apple’s servers.

However, the lack of definitive evidence has led to security experts suggesting several alternative hacking methods such as cybercriminal phishing emails. It could’ve also been possible that someone with internal access to the photos, such as an iCloud employee, privately stored them and then subsequently was hacked themselves by an opportunist thief. Additional speculations were reported that a hacker simply guessed the password using an apparent flaw in Apple’s “Find My iPhone” service, where users can continuously input password attempts without being locked out – a tactic known as a “brute force” attack.

Does this call for a rethink into what we store in the cloud?


Storing data both on and off the cloud will always pose some level of risk and given that we aren’t sure how these photos fell in the wrong hands, it’s important for both businesses and consumers to know what data and content is being stored in the cloud, and what security is in place to keep that information private.

It is also worth checking your own device to see exactly what is being uploaded automatically. As many cloud settings offer an opt-out rather than opt-in setup, check that your data isn’t automatically being synced. It is far better to sync manually to give you better control over what you’re uploading. Additionally, make sure that you check your iCloud account frequently, not just your device so that you know exactly what is being stored there and what has been deleted.

Finally, it may seem obvious but many people fall victim to poor password choice. It is recommended that users use a strong, complex and frequently changed password that is not reused across other accounts.

There is no doubt that recent events have had an impact on the public’s awareness of, and trust in, cloud services. Cloud providers need to make sure they are clearly communicating the security measures that they have in place, providing advice to users on best practice and developing robust plans for dealing with the communications fallout that can be caused by any issues. At a personal level, if you have pictures, messages and videos that were for your eyes only, make sure you check your cloud settings to avoid your personal data becoming front page news.

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Medicinal Therapy: Big Pharma Goes to Counselling

Contributed by Daniel Kent

If the pharmaceutical industry were personified it would have bitter pills to swallow, might feel aggrieved at being so misunderstood and could benefit from a psychotherapy session, imagines Daniel Kent. 

Big Pharma turned up a few minutes early for his appointment. He was dressed in a blue jacket, open collar shirt and casual trousers – smart and professional but not overly corporate or intimidating. He looked to me like an individual who’d been told not to stand out too much. 

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The seven quotes you need to know from #SMWLDN day two

Yesterday we brought you the six quotes of the day at Social Media Week. Today we go one better and give you seven! It was another day of impressive talks over at B1, Victoria House for #smwldn, with topics ranging from locating a brand’s presence to establishing mindfulness in the work place. Here is what you should know from today:

Just what is a ‘Responsive Newsroom’? Lots of agencies and brands talk about them, but the folk over at Code + Theory have spent years getting under the skin of editorial newsrooms and offered up the following piece of advice:

This means respecting different disciplines and finding a way to match up culture and beliefs between teams. For example, the editorial and sales teams of a traditional outlet, or a data analyst with a community manager at an agency – for any newsroom to work, there has to be mutual respect.

Dan Gardner from Code + Theory also proffered that you have to pick a very defined audience and go after it. But what exactly should you offer them? Nicolas Roope from Poke London said it comes down to your brand purpose. Your brand purpose helps you to create experiences:

Everything we do should have the concept of creating a meaningful experience for someone at its very core, whether that’s online or offline. There’s no purer experience than staging an event and in the second half of the day a masterclass focussed on how to incorporate social media into events. There was a call on a rebranding of event organisers:

But what does this really mean? This shouldn’t be groundbreaking to anyone reading this. It means placing inspiration at your event or providing something people will naturally talk about. It could be an excellent speaker, a quote in a rest area someone might tweet, a quirky sponsor (Vita Coco got more than one shout out today for providing coconut water) or incorporating a service like Slido to have an interactive Q&A during a talk. For those who don’t make it to your event, there’s just one thing you have to do:

Sound stressful? Well, founder of Unplugged Weekend, Vikki Bates, spoke about money, work and family life being the biggest factors of stress. When you build in the apparent requirement to be always-on, always reactive and always available, it begs a question: how can we stay calm in the modern communications workplace?

Be happy, apparently. To be happy, take some time out, be mindful of your environment and take some practical steps to manage your inbox and your energy. It helps you to stay creative, and as Michael T. Williams put it:

But there’s one final quote that made today. And it’s:

There were so many quotes coming out of the talks that it was sometimes hard to stay abreast of what to really pay attention to. You just have to take one look at this tumblr to see that it wasn’t all insights and light bulb moments.

We hope that this post has helped to provide a bit of context to the thousands of tweets that came out of Social Media Week this year.

What did you think of the day? We’re over @fleishmanuk on Twitter if you’d like to strike up a conversation!


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The six quotes you need to know from day one at #SMWLDN

There are a whole host of talks taking place in London over the next two days as part of Social Media Week. From how to connect with audiences in real-time, to how to use customer feedback to generate brand love online, we have been busy visiting a variety of events and have picked out the top six quotes so far that you should know about.

It all kicked off yesterday morning with #smwwhatsnext, hosted by Battenhall:

The use of Twitter often gets pigeon-holed to consumer brands engaging with consumers – this needs to change. The fact that Bloomberg now includes Twitter in its terminals shows that all companies should take the platform seriously. A simple tweet can seriously affect stock prices, so don’t think Twitter is just for consumer brands. On the topic of Twitter, Tariq Slim said:

This just goes to show how far we’ve moved on since having a dedicated mobile strategy. It’s now about mobile first – with so many people glued to the second screen, we have to think about how, when and why we should communicate with people. We’ve moved on from text and photo and now through to video, leading us on to the next quote:

Nathalie Nahai and Phil Nottingham spoke about the marketing conversion funnel, and where video should fit in. When thinking about content, sometimes it’s a case of plaster the same thing everywhere, but to make it more effective, you’ve got to think carefully about the purpose of the video and how it fits the mindset of the end user.

How do you find ideas for content pieces like videos? Lars Silberbauer from LEGO talked about increased marketing efficiency by implementing some constraints. At LEGO they have the $100 campaign, which looks at ways of finding ideas that don’t require huge budget.

Engagement can come from lo-fi ideas that put the audience at heart and despite social networks continually looking to monetise, adding in some constraints to your planning process can yield great results. Speaking of budget…

It’s often a myth that where there’s no budget, look to earned media to plug the gap. This is slowly changing, and the only way to create earned media is by having good quality content that creates a story that people will want to talk about. A recurring theme of today was that once you have this content, you can’t be afraid to spend to have it seen in the right places and at the right times. Why? Because it impacts your brand.

Jochem van Drimmelen from KLM included this slide in his presentation on harnessing customer feedback. Creating good content and thinking about how to tie it into social media is important because if you get it wrong, people will talk about it. Therefore you want to provide moments on social media that will give them something positive to talk about when they’re not online.

Quote from #smwldn

There you have it. That’s just a snapshot of what’s been said today with more to follow tomorrow! What did you think of #smwldn today? Tweet us @fleishmanuk.

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The final countdown: Ed Miliband’s Labour Party Conference speech

Does Labour know there’s a General Election next year? That’s what many have been saying around the conference in Manchester this year. The party has struggled to articulate a coherent set of policies over the last few days and some (many) hoped that the Leader’s speech this afternoon would tie disparate announcements together into a meaningful story.

Well, you would have wanted to be sitting comfortably as Ed Milband spoke for over an hour.  He listed six national goals stressing that that he would seek to achieve them over two terms (a ten year plan). These goals were quite specific and reflected a core vote strategy (low pay, environmental sustainability, financing the health service through a mansion tax, living wages, apprenticeships and housing). A full list is provided below.

However, this week was surely an opportunity for Labour to demonstrate its appeal to a broader swathe of the electorate? Particularly as the outcome of Scottish Referendum has focused minds in Westminster on what the appetite is in the rest of the UK for self-determination. However, the Labour Leadership and their advisers appear to believe that EVEL (English Votes for English Laws) is not an issue that the British – and especially English – electorate is concerned about.

The business community will be relatively relieved. Although there were a number of measures which could be perceived as harmful to business (in particular new taxes on tobacco companies and a further crackdown on closing tax loopholes, with a focus on hedge funds), the measures around apprenticeships, house building, and a strong commitment to remaining in the European Union will be welcomed.

Miliband also took the opportunity to address his leadership style. He positioned himself under the slogan “Together”, arguing that “the ethic of the 21st century is cooperation”. Mr Miliband argued that the Conservative’s record in Government was not just “mediocre” but was “one of the worst ever”. The next 12 months represent his “interview with the British people”, he claimed. Mr Miliband reiterated his commitment to “using the power of Government to stand up to the power of vested interests”. He cited standing up to banks, energy companies, Rupert Murdoch, the Daily Mail, and payday lenders.

Given the fact that Labour is in the lead in the opinion polls and that this is the last Party Conference ahead of May’s General Election, you would have expected to feel a sense of energy and anticipation. The reality has been far from it and the Leader’s speech did not change the vibe. As the Conference comes to an end the military situation in the Middle East is likely to shift focus onto international issues, a vote non-winner for any Opposition Party. Mr Miliband will have to hope that his focus on his ‘core vote’ is enough to win a majority.

Listening in the Conference Hall, FleishmanHillard consultants provide their take on the speech:

“The key outcome of the speech was a strong policy platform, with commitments on housing, low pay and of course the NHs, with specific numbers announced on NHS key staff.

The speech itself was slow to get going, only starting up properly when he talked about the Conservatives. The speech revolved in the main around the Brownite trick of “us vs them”, with the Conservative Government characterised as leaving people “on their own”, vs a Lab Government that would work “together” with people.

You can also see the influence of the Democrat staffers working for Ed – with announcements on LGBT Rights, the low paid, the military, there is a tangible sense of a retail offer to a “progressive” coalition of voters, as for Obama in 2010.

The room was packed out, with hundreds turned away, but there was less seating than usual. The audience was polite, clapping in the right places, but only really getting going when he talked about the NHS – a key touchpoint for Labour members. Otherwise the mood of conference continued with the pervasive sense that the party, and Ed in particular, might be strolling toward defeat in 2015.“

The announcements

Six national goals- Mr Miliband announced six national goals, stressing that this was not just for one term of office, but was a ten year plan:

  1. Low pay: Halving the number of people in low pay by 2025. The National Minimum Wage will rise to £8 by 2020.
  2. Sharing growth: All working people should share fairly in economic growth of country. Miliband promised “good jobs at decent wages”. He also promised reform of the banking sector including “breaking up the big banks”; promised to get power out of Whitehall; and to support the self-employed.
  3. Green economy: By 2025 Britain will be a world leader in the Green economy creating one million new jobs in the process. The Green Investment Bank will be given borrowing powers, all carbon will be taken out of electricity by 2030 and power will be devolved to communities to insulate 5 million homes over the next 10 years.
  4. Apprenticeships and skills: By 2025, as many young people will be going into apprenticeships as currently go to university. Immigration from outside the EU is dependent on apprenticeships “for the next generation” and major government contracts will require companies to offer apprenticeships.
  5.  Housing: By 2025, the number of first time buyers will be doubled with “as many new homes as we need” built. Mr Miliband announced that large developers will not be allowed to sit on land; housing will be the top priority for additional capital investment; and Labour will build a new generation of towns, garden cities and suburbs.
  6. Health and social care: The creation of a “truly world class health and social care service”. Miliband promised 2,000 more nurses, 8,000 more doctors, 5,000 more care workers and 3,000 more midwives.  There would be no further borrowing and this would be funded by a clamp down on tax avoidance (particularly hedge funds where he will remove the intermediary relief from stamp duty); a mansion tax; and a new tax on tobacco companies. Mr Miliband promised the repeal of the Health and Social Care Act.

Political reform- Mr Miliband announced widespread political reform including giving the vote to 16 and 17 year olds; reforming the House of Lords “to make it a senate for the nations and regions”; and offering further devolution to England. Mr Miliband said that constitutional reform had to be driven by a “constitutional convention” driven by “the people” and not imposed by Westminster.

Foreign policy- Mr Miliband said that the UK’s future lies inside not outside the European Union, although he acknowledged that the EU needed reform. He set out a commitment to a two state solution in Israel/Palestine.

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FleishmanHillard Scottish Referendum Analysis – All Change for British Politics

It may have been a win (55% to 45%) for the No campaign to maintain the Union. In reality British politics will never be the same again.

If people waking up on Friday morning thought a No vote would mean a return to normality or relative calmness back in Westminster and Whitehall, they are in for a shock. The repercussions of the ‘Devo Max’ promised immediately to Scots after this result will have profound consequences south of the Border. In summary

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Friday TechMunch: Apple Gets ‘Personal’

This week marked Apple’s first big launch since the iPad. On Tuesday this week, Apple unveiled its hugely hyped smartwatch alongside two new iPhone models and a smartphone cashless payment system, Apple Pay. The mobile payments market has been slow to take off but with this last offering, Apple’s really hoping to kick-start the service.

Mobile payments aside, it was the smartwatch that really stole the show this year, and no wonder! As smartphone technology reaches a 70 per cent saturation point in markets such as the UK and USA, the wearable technology market is seen as a massive growth area for mobile technology companies. Over the past year smartwatches in particular have been the subject of intense scrutiny as Samsung, LG and Motorola have all launched a bid for our wrists.

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Friday TechMunch: Will the EU Restriction on Vacuum Wattage End Civilisation as We Know It?

This week marked the end of the 1600-watts-plus super vacuum. By 2017, you won’t be able to buy a vacuum with more than 900-watts of power. We’re concerned that without our super vacuums Britain will return to the Dark Ages, so should we move our savings into gold and buy survival kits?

Probably not, no.

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The Ten Political Impacts of Douglas Carswell’s Defection

Following Douglas Carswell’s defection to UKIP and the announcement that there will be a by-election, FleishmanHillard has analysed the top ten political impacts:

1. In Conservative Home’s own words, this is “undoubtedly a blow to the Prime Minister.”

2. Having managed to move the political narrative away from divisions on Europe (and from an issue that only UKIP will benefit from), the Conservative election campaign has been seriously knocked off course and negative headlines will replace positive ones concerning the economy. This is the last thing Lynton Crosby would want.

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