Actimel Immunity Challenge Goes Viral

During the long, cold, gray days of winter, thousands of Ukrainians turned their thoughts to bolstering their body's immunity against seasonal illnesses. With Willard's help, Danone provided an easy, fun, online way to do just that.

The Actimel Immunity Challenge was one of the nation's first infotainment-style internet projects. Contextual information about healthy lifestyles had a positive impact on the public's attitude towards immunity and nutrition, reaching more than 40,000 people over the one-month period between January 22 and February 22.

The project was created to help Danone improve its image in Ukraine's dairy market, generally, and to help consumers understand the important differences between products that, though similar in appearance, have quite different effects. The company also wanted to clearly define the benefits of consuming Actimel on a daily basis.

Working with Danone, Willard created the Actimel Immunity Challenge and supported it using PR and digital marketing tools.

The site sought to change notions about Actimel by providing comprehensive information in an easy to understand way. The viral website also sought to strengthen the link between Actimel and a healthy lifestyle,with strong scientific credibility.

The core of the campaign developed for Danone by Willard was the website which included information showing the effect a healthy lifestyle has on the immune system. A key element in creating interest in the site was an application that 'aged' visitors' photos by 20 years.

Danone used the site to communicate with journalists and the public, who had their questions on immunity and healthy lifestyles answered by experts.

Some of the country's most influential journalists and bloggers followed the site's healthy lifestyle rules and consumedActimeldaily during the month, then published their impressions on thesite.A banner campaign was directed at social networks and websites with health-conscious audiences.

The site took a personal approach that resulted in higher visitor loyalty. Visitors were encouraged to share their results with friends, which helped draw additional traffic to the site.

The site was visited 45,000 times by about 40,000 visitors.

Though banner advertising and search engines generated much of the traffic, 17 percent of all visits came from direct traffic and other sources, which demonstrates the solid viral effect that social networks played in the site's success.

Willard Leadership Training Unites Education Offerings

For years, clients have turned to Willard for media and crisis training. Earlier this year, Willard introduced a new initiative, Willard Leadership Training, to bring together the agency's various seminars and training courses under a single unified program.

"Many people know us for media training and crisis preparedness training," said Mike Willard, chairman of Willard. "But for some time, we've developed and offered other courses as well. We saw the need for a more coordinated approach to selling these courses."

The Willard Leadership Training catalog includes half-day and full-day courses on writing, public relations, public speaking, individual and group presentations, understanding media and crisis communications, but training director Scott Lewis says that he's most excited about a new training course that helps professionals network more effectively and build their businesses.

Willard's Building Business Bonds course is an eight-week program that combines a one-day seminar with individual and small-group coaching sessions.

"We developed the training in response to a client's request," Lewis said. "It has been so successful that we're offering it to a wider audience."

Like other Willard training courses, Building Business Bonds training is highly tailored to each client's specific needs and mission. Lewis says that the coaching sessions are what make it different - and highly effective.
"Much of the information people obtain during a seminar doesn't 'stick' unless it is used repeatedly in the work environment. Coaching helps participants take key lessons to heart, really learn them and implement them every day," he said. "We are able to do that, and more, through the coaching process."

For a copy of Willard Leadership Training's course catalog, contact Scott Lewis at scott.lewis@twg.com

Trading Expertise With All About Brands

Oksana Yerofeyeva, Igor Kovriga,Nick Cronin and Denis Khaibulin: sharing experience

Willard's recent merger with London-based All About Brands, plc has already had a positive impact on the agency's ability to serve clients better and to enhance its ability to win new buisiness.

Over just a few weeks, Willard teamed with All About Brands companies to respond more creatively to pitches, has given creative advice to its new partner agencies in London, Abu Dhabi and Mumbai and strengthened the agency's digital offering with the aid of four companies on the All About Brands team from London.

Brand Faith senior designer Nick Cronin visited Kyiv to work with the Willard creative team as they developed specialized marketing magazines for Abu Dhabi, London and Mumbai markets.

Ideal Interface CEO Hayden Sutherland made a trip to Kyiv to work with Willard's digital team on a successful Danone project.

Also, Open Soho creative director Stephen Campbell joined the Willard ad contingent for an important advertising pitch, and Life Orientations manager Jackie Grier made a rip to Ukraine to discuss the training with human resources professionals.

"In the past, we have been affiliated with network agencies, but rarely saw anyone, either in PR or advertising, to lend a hand or share knowledge," said Willard Kyiv CEO Olga Willard. "The difference in working with All About Brands is like night and day."

Willard Helps To Set The Publisher's Table

What's the best way to receive feedback on media issues, corporate social responsibility directions and attitudes in the business community? Ask.

Guillermo Schmitt, general director of Segodnya Multimedia, launched a series of luncheon meetings called The Publisher's Table in which leading business, cultural and media heavyweights join him for 90 minutes of discussion several times a month.

"Guillermo had an excellent idea and we are happy to facilitate it," said Michael Willard. "Segodnya has been a client for about five years, and we share in his enthusiasm to reach out to leaders in the community for ideas and feedback on Segodnya."

Willard said his company's role would be to help organize each meeting, and to follow-up with participants.

New Talents

Four top flight talents have been brought in to Willard over the past couple of months.

Peter Worswick has been appointed business development director in Kyiv. A Briton, Peter will be responsible for business development initiatives and managing key agency relationships. Before joining Willard, Worswick was a business development manager at Pulse, a Kyiv-based marketing agency.

Kateryna Komarova has joined our Kyiv team as a senior PR associate. A graduate of Westminster University, she previously worked for Tetra Strategy, a strategic communications and public affairs consultancy in London, where she advised a number of UK and international clients.
Another young, but very talented colleague has become a part of the design team in Kyiv last month. Maryna Datsenko, a graduate of the Kyiv Entrepreneurship, Advertising and Law Institute, will serve as an art director for Willard. Prior to joining our agency, Maryna worked for Promotion Technologies company as a graphic designer.

And, last but not least, Denis Khaibulin, ace designer, has also joined Willard Kyiv design team. Denis will be working on the design of the Willard Marketing Monthly magazine, as well as the All About Brands magazines and newsletters in London, Abu Dhabi and Mumbai.

A Green Project For Heineken in Russia

Heineken Breweries has selected Willard PR Moscow to develop and execute a social project that will promote five local beer brands while aiding communities.

 The project calls for work in Nizhniy Novgorod, Sterlitamak, Irkutsk, Khabarovsk and Kaliningrad, and includes development of a concept and action plan, media and government relations, event staging, coordination and consultancy.The aim is to increase brand loyalty while enhancing relations with local authorities and generating media coverage of Heineken's commitment to sustainability. Because promotions involving beer are restricted by law, the project focuses on civic improvement and planting efforts.

Events begin in mid-May. The Willard team includes Andrey Rylski, Sergey Svistunov, Olga Kozlova, Oksana Prilipko and Alexandra Fedchenko.

Willard Continues Campaign Against Purchased Press

Willard renewed its campaign against purchasing press as legitimate news this year. The campaign has gathered support from a wide variety of sources, including business executives, journalists and other communications companies.

"I am not sure that we made much of a dent in this practice last year, but I do know it is worth a continuing campaign," said Michael Willard, chairman of Willard.

Willard said the company would continue to strive to have the European Business Association board pass a resolution against companies purchasing press as legitimate news. He said that a similar resolution would be offered to the American Chamber of Commerce in Ukraine and other business organizations.

It is Willard's belief that the problem of purchased press stems as much from companies as from the press itself.

"Without companies buying, the press wouldn't be pawning off illegitimate stories as honest news," Willard said.
Willard urged people to join the Facebook page: Companies Against Buying Press In Eastern Europe."

Willard PR Istanbul To Handle Relaunch of Upscale Bodrum Resort

Surrounded by clear blue waters, beautiful beaches and natural coves, Hilton Bodrum ?Turkbuku Resort & Spa is located in the secluded Paradise Bay area of the Bodrum peninsula

Next month our Istanbul team will handle the relaunch of Hilton Bodrum Turkbuku Resort & Spa for ISR Turizm Isletmeleri ve Ticaret A.S. This resort will become Hilton's second resort property in Turkey. Following a substantial refurbishment, the upscale resort is due to reopen as part of the Hilton Hotels & Resorts portfolio in May, joining the award winning Hilton Dalaman Resort & Spa.

 Rahman Khalilov, vice president, ISR Holdings, said, "We are delighted to have signed our second project, a partnership with Hilton Worldwide to reopen our resort under the Hilton flag. We are looking forward to welcoming guests to our beautiful resort on the Aegean coast and also to our Hilton Baku, Azerbaijan, which is due to open in late 2011."

Willard Istanbul team will assist ISR Holdings in introducing the reopened resort to the press and will handle the opening ceremony in May.