ZE Creative Communications

After perpetuating racism, marketing/PR must step up

By DAVID CHAUVIN // In the weeks following the brutal, inexplicable murder of George Floyd on the streets of Minneapolis by a man sworn to protect him, this country has faced a racial reckoning unlike any since the 1960s Civil Rights movement. For days on end, protestors, the vast majority of them peaceful, have taken to cites in every state, on every day, fighting for justice, equality and an end to police brutality. Now is…


Don’t discount the discount, and other PR principles

By DAVID CHAUVIN // As a marketing professional – and someone fascinated by the inventive ways in which brands engage their audiences – I often find myself torn between being scared about the potential overreach of targeted advertising and being excited about its possibilities. On one end, it is startling when the movie I hadn’t thought about in years – until a colleague quotes it in the office – suddenly appears at the top of…


For restaurateurs, nothing will ever be the same

By RON EDELSON // Before COVID-19, the scene on virtually any night at many of the popular full-service restaurants – be they casual dining, family dining, or fine dining – would surely include fully occupied tables, positioned in such a way as to maximize seating capacity. The bar would be filled with patrons, standing shoulder to shoulder. And for good measure, a multitude would be standing just inside the front door, waiting to be seated….


Tipping the leader meter, everyday heroes abound

By DAVID CHAUVIN // True leaders tend to reveal themselves in times of crisis. (Fraudulent leaders tend to be exposed as well – a story for another column, but see our federal government for proof.) Often during this trying episode, I think about the qualities I admire in leaders and, as we all do, I try to learn from them, and grow as a leader myself. Luckily, being a New Yorker, I don’t have look…


PR and the pandemic: charting a challenging course

By DAVID CHAUVIN // CNN had the results of the Florida Democratic Primary as its top story for maybe 10 minutes – results that would seem to have effectively ended the historic presidential campaign of the once-transcendent Bernie Sanders and solidified Joe Biden as the Democratic nominee. Nary a blip in our public consciousness. And just one of the astonishing changes crystalizing what coronavirus has done to the national conversation. All news is now COVID-19,…


Your product isn’t the product, and other PR truths

By DAVID CHAUVIN // Early in über-successful streetwear designer Bobby Hundreds’ (real name Bobby Kim) book “This Is Not a T-Shirt,” there’s a striking passage that sent me thinking about my industry, public relations: We’ll sell you a T-shirt, Bobby writes, but not before we tell you about the artist behind it or his or her message. Our stores are less about sales and profit and more about providing a venue to experience our culture….


In 2020, integration is key to brand communication

By DAVID A. CHAUVIN // It’s believed humans have been making annual resolutions for over four millennia, all the way back to the ancient Babylonians making yearly promises to the gods to pay off debts or settle old grudges. I’m fortunate enough to owe no outstanding debts to Marduk or Nergal, currently, though I certainly like to set few new goals each January. Any custom that’s been around that long must have something going for…


As channels evolve, brands need a grip on social media

By DAVID CHAUVIN // Thanks to the proliferation of social media, the relationships brands share with their target audiences have changed drastically. Researchers suggest that consumer/brand relationships psychologically mimic personal relationships; professionals measure how consumers feel about a brand based on categories including Passion, Commitment, Intimacy and Trust. This relationship is measured by the Brand Relationship Quality Index. Without giving away the secret sauce, I can say marketing teams use this measurement to develop messaging…


In ‘Creative’ twist, ‘Zimmerman/Edelson’ is no more

By GREGORY ZELLER // From the Physician, Heal Thyself file comes the strategic communications powerhouse formerly known as Zimmerman/Edelson Inc., henceforth rebranded as ZE Creative Communications. The longstanding Great Neck public relations, public affairs and content-production house – launched in 1988 by co-founders Robert Zimmerman and Ron Edelson and a media/marketing mainstay ever since – flips the switch today on its new brand identity, including a new company name, logo and website. But the focus…