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LOS ANGELES, July 17, 2017 /PRNewswire/ --TBWAMedia Arts Lab social impact agency MALFOR GOOD (MFG), which was launched in 2014 and is dedicated to purpose based work, is ramping-up its leadership team by naming Julia Porter Plowman as Managing Director. The agency today also released a manifesto outlining its "Be Good. Do Good" philosophy and launched its first website: http://www.malforgood.com. Building on MFG's three years of proven success within the social purpose marketplace, these moves elevate the TBWA shop's profile and accelerate its mission to solve big, bold social issues.

"As a social impact agency with an extraordinary pedigree in serious brand building and culture creation, MFG has been in a class of its own," said MFG Global Creative President Duncan Milner, who joined the shop in October last year from TBWAMedia Arts Lab where he was the Chief Creative Officer. "Today we proudly announce that we are stepping out with a reinforced leadership team, a stronger vision, a new look and naturally, a new website. We're here to be good and do good, and do it differently."

As a former Wieden + Kennedy Global Group Account Director, Plowman created world famous, award winning campaigns for Nike, Microsoft, Coca-Cola, Old Spice, Electronic Arts and Audi. She has worked with Wieden + Kennedy in Portland and Amsterdam, and helped launch the agency's office in Tokyo. Since leaving that agency a decade ago, she has pursued a commitment to social enterprise and innovation, starting with the Nike Foundation where she helped launch "The Girl Effect," a multiplatform campaign promoting investment in adolescent girls in the developing world to break the cycle of global poverty.

After the Nike Foundation, Plowman was named COO of the non-profit World Pulse, which she helped turn into a social media network that supports and advocates for grassroots women leaders. Later, she became Managing Director of the social innovation design startup Context Partners, working closely with consumer brands and foundations including Vulcan, John D. Rockefeller Foundation, David and Lucille Packard Foundation, Walton Foundation, Knight Foundation and Ecotrust. Finally, before joining MFG, Plowman was Director of Integration and Communications at Providence Health & Services, the third largest not-for-profit health system in the country. At MFG, Plowman will be working alongside Milner, guiding next steps in the evolution of this unique social impact agency.

"Our working model is to offer world class creative focused on social impact," said Plowman. "We've got a clear vision, the social enterprise climate is ripe and we're backed by TBWA, a global network. MFG is all about helping brands and organizations find and spread their good in an authentic way in order to make the impact they want."

"Julia's career has been about innovation, purpose and making a difference," said Troy Ruhanen, president and CEO, TBWA Worldwide. "She also has an incredible resume working for some of the world's top consumer brands. She is a perfect fit for MFG. We're building an agency that is staffed with some of the best, smartest and most talented people in the industry and we're bringing all that to service causes and organizations that do good in the world. Our super powers are creativity and strategic thinking, and if we can use those to make positive change, that's a good thing."

TBWA/Media Arts Lab Chairman and Global Director Lee Clow launched MFG as a division of the TBWA Apple dedicated agency Media Arts Lab in March 2014. Since then the agency has created impactful campaigns as well as social movements; for example, MFG conceived and launched the nationwide XQ Super School bus tour, a grassroots community initiative now in its third year that challenges the nation's largest public institution, the public school system, to change and better itself. In 2015, MFG won a Cannes Gold Lion award for film craft for the film The Ocean, created for Conservation International's "Nature Is Speaking" campaign and narrated by actor Harrison Ford.

"Today, brands need to have more than just a point of view on what's happening in the world," said Clow. "A brand's values need to be part of their brand behavior and message. Julia and Duncan leading MFG, uniquely positions us.They combine a deep understanding of "Social Impact" marketing with a world-class history of brand building and storytelling. They'll do good."

ABOUT MALFOR GOODBased in Los Angeles and part of the TBWA network of agencies, MFG is a social impact agency committed to the planet, the people who inhabit it and brands that want to make a difference. Working with for-profit and not-for-profit clients, we deliver innovative, inspiring creative for brand building, storytelling and consumer engagement. Weintegrate brands into culture, producing fan bases and social movements. MFG believes every brand, every organization and every individual has good to offer to the world, but sometimes they need help tapping into it and packaging it. MFG clients have included XQ Institute, Emerson Collective, Conservation International, Starbucks, One Love, Tom's, Earth Justice and Best Friends Animal Society. About TBWA Worldwide TBWAWorldwide (www.tbwa.com) is a top-ten ranked global advertising collective that holds Disruption at its core to develop business-changing ideas for brands. TBWA has 11,300 employees across 305 offices in 98 countries and also includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, The Integer Group, TBWAMedia Arts Lab and TBWAWorldHealth. TBWA's global clients include adidas, Apple, Gatorade, Henkel, McDonald's, Michelin, Nissan, Pernod Ricard, Pfizer, Standard Chartered Bank, Singapore Airlines, Sotheby's and Vichy. Follow TBWA on Twitter and Instagram and like us on Facebook.

About Omnicom Group Inc. Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com) is a leading global marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

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MALFOR GOOD Writes Next Chapter Social Impact Marketing Agency Founded By Creative Legend Lee Clow Ramps ... - PR Newswire (press release)

By Jeff Beer 4 minute Read

For the past few decades, its been best known as Apples ad agency. The partnership between the Cupertino tech giant and TBWAMedia Arts Lab has been among the tightest ever between an agency and a brand. Read any Steve Jobs biography and youre sure tofind TBWAMALs creative chairman Lee Clow.

Afew years ago, the agency launched a separate social impact division called MALFor Good that focusedexclusively on marketing and advertising with a goal of making the world a better place. Its most high-profile workwon gold at Cannes Lions in 2015 forConservation Internationals Nature Is Speakingcampaign, and the agency helped Laurene Powell Jobs launch the non-profitXQ Super School. Other campaigns include work forChicago Cred, a job-training and anti-violence organization founded by former Secretary of Education Arne Duncan, environmental law organizationEarth Justice,Best Friendsanimal rescue, theMuslim Public Affairs Council,and for-profit philanthropic organizationThe Emerson Collective.The agency is also creating content for theXQ Super School Liveshow, that will air on CBS, ABC, NBC, and FOX on September 8.

But now, aligning witha rising trend in both consumer culture and marketing research, MALFor Good is expanding its scope beyond clients with a dot-org, and theyre aiming to help brands of all types use their marketing muscle to do some good while boosting their bottom line. While the agency says it wants to use its communication skills to help make the world better, recent studies suggest its also good for business.

A 2016 study by Edelman found 80% of global consumers agree that businesses must play a role in addressing societal issues. Unilever reported in 2016 that33% of consumersare now choosing to buy from brands they believe are doing social or environmental good. Deloitte reported that87% of millennialsbelieve that business success should be based on more than just profit.

Wieden+Kennedy Portland and Nike Foundation alum Julia Plowman was named MALFor Goods managing director in February, joiningglobal creative president Duncan Milner who moved over in October 2016 after leading thecreative team at TBWAMAL since 2000. Right now, MALFor Good has28employees and is growing with itsown offices on the TBWAChiatDay campus. Its alsoconverting a monster tour bus that Mitt Romney used during his presidential campaign into the MALFor Good HQ, a social impact incubator on wheels, connecting clients with creative communities.

Were growing because more and more brands are investing in social impact, says Plowman. Were here to help them do it right, do it authentically. And that takes strategy, planning, and creativity. You cant just knock-off authentic social purpose ideas; you have to build them deliberately and diligently. That takes real investment. And thats exactly what we specialize in.

After three years of helping a variety of organizations, Plowman says the time is right to expand the social impact agencys work. Milner adds tothat, saying it just makes sense asmore brands put their values into how they do business. When we started we were really focused on Laurene [Jobs] and Emerson Collectives needs, so we did that for a while, Milner says. But now we want to look past that into the future. Theres a desire for us to grow and build on that work.

Its an interesting move, to create an entire agency with this focus, given how much work traditional agencies are already doing in this space. State Streets Fearless Girl by McCann New York being the most high-profile example, but other award-winning work this year includes Ogilvy Brazils Strong Girls for Nestle, and Nomades Mexico Citys gender violence awareness campaign for Tecate. Or Nikes Equality work from Wieden+Kennedy. And thats just around gender issues and inequality.

The agency says the growthin consumer sentiment around social impact and sustainability is strong enough that it represents an entire new shift in marketing and advertising, much like how digital and then social media impacted the ad business. Before it became commonplace, there were specialistsand MALFor Good sees itself as the specialist for social impact.The agency has worked recently with Starbucks and Toms.

This is the forefront of a new focusits important to show brands how they can do it, says Plowman. Marketing is changing. Its becoming deeper, more complex, and more transparent. The work we do helps brands to communicate their values and beliefs outwardly, but also internally to employees. Ultimately, our work is about emotionally connecting a brand with its different audiences deeply.

The key for any brand looking to do more with its marketing budget is to look at it as a long-term investment. Social impact is not a gimmick.

Are you really in this or not? Your toe is dipped in but youre not committing, says Plowman. You cant change public schools, help health care or poverty with a one-off. These are long-term commitments.

The first questions to ask when incorporating social impact with a brand are: whats important to the brand, and whats important to itsaudience? The Venn diagram between the two is a good place to start in finding where that brand can make the best, most effective impact.

For me its always been about trying to find the truth, in the product, the opportunity, and work outwards from that truth, says Milner. It comes back to identifying that truth, what is authenticlets talk about that. Once you find that, and the audience it will connect with, then you have a path to follow.

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity. He lives in Toronto.

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From Apple To Advocacy: Why Media Arts Lab Is Doubling Down On Social Impact - Fast Company

July 17, 2017 2:57 PM

PHILADELPHIA (CBS) Get your hot takes and Twitter fingers ready because now you can major in social media at Kutztown University.

Thanks to the approval granted by the Pennsylvania State System of Higher Education Board of Governors on July 13, a bachelors degree in social media theory and strategy is officially available at Kutztown University.

Social media is intricately woven into our economic, civic and social lives, and those who dont become adept at producing and analyzing it are increasingly at risk, said Dr. Moe Folk, an associate professor of English. We are excited to offer a cutting-edge program that will prepare students for a variety of careers in the corporate and non-profit sectors and also allow them to take charge of their own content for any entrepreneurial hopes they have in mind.

Scholar Defends Princeton Researcher Jailed In Iran

The program will involve coursework in business, communication studies and English.

According to the programs description, students will be equipped to sustain longevity and become leaders in careers rooted in social media content development, management, administration, marketing and analysis. Components of the course include lead generation, public advocacy, digital marketing management, concept promotion, e-commerce, digital content marketing, pay per click (PPC) ad construction and evaluation and content marketing.

The program will be available for the fall semester and Kutztown University is accepting applications throughout the year.

Anyone interested in learning more is asked to contact the Department of Communication Studies at 610-683-4251 or visithttps://www.kutztown.edu/SocialMediaTheoryStrategy.

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Local University Offers Bachelor's Degree In Social Media - CBS Philly

Anybody can have a platform in the democratized content-driven world we live in today. This allows us to learn from people all over the world, and share our own expertise to educate and entertain. However, this also means that its easier for someone that may be mis

Lets address some of the worst social media advice Ive ever heard, and dont worry, Ill explain why this guidance has no place in your social media marketing activities. Number one: you shouldnt sell on social media. This has a smidgen of truth, which makes it very dangerous. You shouldnt use your social channels to ONLY sell, you should provide value and build relationship and community, which help you sell. Social media is a marketing tool and the goal of a marketing tool is to introduce your products and services for sales. If you dont sell on social youre wasting your time.

Number two: you need to be on all the social networks; Facebook, Twitter, Instagram, Periscope, Snapchat, Pinterest, WhatsApp, YouTube, Linkedin, Google +, etc. This advice should be ignored because your audience probably isnt spending time on every one of these platforms. If the people youre looking to attract arent on these platforms, you dont need to be there.

Number three: fans and followers are the most important aspect of a page/profile. This, my friends, is a very common belief. It is also incorrect because fans and followers cannot be exchanged for cash to pay bills. The account with 10 million followers amounts to nothing if there is no engagement and sales. The numbers are nice, but theyre not the focus. Pay more attention to creating a space for users to be educated and entertained, and the number of fans and followers will take care of itself.

Number four: you should automate and/or schedule everything on social media. As a diehard automation-scheduler, I disagree with this advice because platforms like Facebook penalize pages that use third-party tools to post, the reach on those updates are deliberately stifled by the algorithm. Secondly, if youre automating everything you miss opportunities to be social in real life and engage directly with your audience.

The last piece of bad social media advice that Ive heard is that business owners can just use a young person (a relative, perhaps) to handle their business social media accounts. The risks of taking this advice is damaging the brand and negatively affecting the bottom line. The process of hiring someone to coordinate and manage your social media is difficult and shouldnt be taken lightly. Anybody cant do it. Weve heard and read about recent stories of large corporations coming under fire for content thats been posted on the Twitter account or uploaded on their Facebook page. Be sure that the person(s) representing your business online is well-versed in your company culture and voice, and knows the rules of engagement for your neck of the social media woods.

Its hard to separate the good from the bad when it comes to social media. My advice: dont commit to ANYTHING simply because you heard it from an expert, develop a habit of experimentation and youll be able to determine whether the advice is true (for you) or not.

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The worst social media advice I've ever heard - Sierra Vista Herald

Postgraduate students Karishma Sharma and Mani Mate. Photo: The University of the South Pacific

It has been observed that different forms of online and social media have been transforming the tourism industry in the South Pacific.

The most recent School of Tourism and Hospitality Management (STHM) research colloquium at The University of the South Pacific (USP) brought together various tourism stakeholders to discuss three ongoing postgraduate research projects in this context.

The first presenter, Marica Kalou who currently works as an administrative assistant at STHM, examined tourist satisfaction attributes of ecotourism in an online and offline nexus.

Based on a case study of Matava, Fijis Premier Ecotourism Resort, she analysed tourist interviews and TripAdvisor reviews.

This study employs Llosas Tetraclasse model to gain a deeper insight of the elements that influence visitors satisfaction and dissatisfaction levels.

The second presentation was by Mani Mate who worked in the hotel industry in the Cook Islands for over ten years prior to taking up postgraduate studies at USP.

His postgraduate research draws on a study of Aitutaki hotels, Cook Islands, and analyses how negative reviews are managed in an online environment.

Mr Mate argued that online complaints on social media platforms and review sites can have a negative impact on consumers evaluations.

Drawing on service failure and recovery, electronic word-of-mouth, complaint handling and reputation management literature, Mr Mate examined how Aitutaki hotel managers respond to negative online reviews, particularly on TripAdvisor.

STHM postgraduate programme leader, Alexander Trupp, explained that online and social media play an increasing role in many aspects of tourism, including marketing, decision-making behaviour and customer feedback.

These research projects he noted, were important and contribute to the emerging body of knowledge on tourism and online media in the South Pacific.

The final presenter, Karishma Sharma, has worked in various positions in hospitality, design, marketing, and customer relations in both Fiji and Australia over the past decade and currently works as teaching assistant at STHM.

Ms Sharmas research titled An investigation of social media marketing performance of Fijis hotel industry evaluates the marketing performance of 105 hotels in Fiji on various social media sites, according to the Digital Marketing Framework.

Feedback: jyotip@fijisun.com.fj

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Faculty Observes Social Media's Impact On Tourism - Fiji Sun Online