The Stream: SXSW Trends and the launch of M365

South by Southwest (SXSW) bills itself as the convergence of tech, film, music, education and culture. If possible, the 36-year-old annual gathering in Austin, Texas, is all of that and so much more.

Whether you’ve had the pleasure to attend or are a SXSW vet that wants keen insights from this year’s event, we’ve got you covered.

A+P Account Director Tracy Stragier attended for the first time and has some fresh takes to ensure your brand’s activities at SXSW have long-lasting ROI. Vice President of A+P’s Purpose Center of Excellence Katy Mendes offers tips for brand storytellers who work on climate issues. Account Executive Alexandria Iacobelli has advice on securing health-related speaking engagements at SXSW. And Senior Vice President?Philip Weiss dives into the ethical issues surrounding technology and AI discussed at the event.

Additionally, our parent company Stagwell has a thorough look at how brand fandom drives the transformation of marketing.

We are pleased to congratulate all our latest winners at both the 2023 PRWeek and SABRE Awards events around the globe.

And we are delighted to announce the official launch of M365 - our new multicultural marketing offering that brings together a team of specialists with expertise in ensuring diverse consumer groups are seen, heard and valued every day of the year.

Read all this and more below.

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A PR Pro's Guide to SXSW - From a First Timer

By Tracy Stragier

As a first timer attending?SXSW, Account Director?Tracy Stragier noticed that it’s easy for?brands to get lost in a conference with all the industries in one place. Read more for insights on key learnings and tips for your next conference and event.?

Climate Storytelling Lessons from SXSW: How to Avoid the Echo Chamber?

By Katy Mendes

Vice President of our Purpose Center of Excellence Katy Mendes accompanied Laura Fernandez from client?Goldman Environmental Prize?at?SXSW?this year. They were joined by?Nalleli Cobo, the 2022 Goldman Environmental Prize winner for the U.S. and youth activist recognized for her efforts to shut down a toxic oil site in Los Angeles that harmed her Latinx community’s health. Read about Katy’s key takeaway for brand storytellers working in climate issues.

SXSW 2023: How Ethics Took Center Stage

By Philip Weiss

SXSW began in 1987 and has expanded tremendously over the years. While technology is still advancing and the opportunities for?AI?are limitless, Senior Vice President?Philip Weiss?reminds us to keep in mind the ethical issues around its potential exploitation.?

HLTH, CES, ViVE, SXSW, Oh My! How to Choose the Best Speaking Engagements to Build Your Health Brand

By Alexandria Iacobelli

From creative storytelling to establishing executive thought leadership, increasing brand?recognition and differentiating from competitors, Account Executive?Alexandria Iacobelli shares key learnings around how securing speaking engagements can elevate your?health?brand.

Introducing M365:?

We are excited to introduce M365! The multicultural marketing offering brings together a team of specialists with expertise in ensuring diverse consumer groups are seen, heard and valued every day of the year. M365 is an evolution of the agency’s approach to multicultural communication and explores audience engagement through three distinct multicultural dimensions: cultural heritage, cultural status and cultural integration.?

Click here to learn more about M365 offering.

Stagwell's biggest takeaway from SXSW 2023? Brand fandom is driving the transformation of marketing. And marketers can't move fast enough to maximize the potential of community engagement to drive long-term loyalty. Here are our top three learnings from the fandom conversation in Austin this year.

1) FANDOM and COMMUNITY: Community is an accelerant for brand fandom. Tap into your consumers' key communities, otherwise deliver it via your product and services, and you have a long-term platform of ambassadors.?

2) FANDOM and IMMERSIVE EXPERIENCES: Shared Experiences + Personal Touches = Fuel for Fandom-Driving Experiences?

3) FANDOM and SOLVING CONSUMERS' PROBLEMS:?Fandom isn't all about creating exciting stunts – sometimes it's about cracking the code on the maximum value your brand can offer to consumers.

Brands are in problem-solving mode, bending tech and media to tackle sustainability, hunger, disease, and socioeconomic ills. For brands like Dexcom, which brought a dynamic panel featuring Nick Jonas to life at SXSW with the Allison+Partners team on the lived experiences of patients with diabetes, becoming a trusted source of safety and support for a consumer set can drive dividends for years to come. Dexcom's emphasis on improving access and affordability and its marketing efforts at the Super Bowl over recent years allow it to make inroads with massive addressable consumer sets, with 20% of Americans being diagnosed with diabetes.

Click here to learn more.

Here's our monthly roundup of the top stories you should check out.

PRWeek US Awards 2023: The Winners, PRWeek

Allison+Partners' Aflac?team brought home a win for ‘Best Brand Film’ and?#Corona?team for ‘Best Global Effort’.?

2023 SABRE Awards North America Finalists, PRovoke Media

Finalists for?PRovoke Media’s SABRE Awards North America were announced and we shortlisted for nine out of the 12 campaigns we submitted! Our work for #Budweiser,?Qualcomm,?Samsung Electronics America,?Hewlett Packard Enterprise,?#Corona,?Dexcom,?Kimpton Hotels & Restaurants and our Thought Leadership about our IP work around the Technology PR Tug of War all made the list. Winners will be announced at the SABRE awards ceremony in New York on May 2nd.

Innovation SABRE Awards - North America, PRovoke Media

We’re happy to announce our work with client?Budweiser: Dwyane Wade x Budweiser Zero NFT campaign won a?PRovoke Media's Innovation SABRE Awards North America in the NFT?category.

2023 SABRE Awards EMEA Winners, PRovoke Media

Our Dexcom UK and Ireland?team won in the Medical Technology category for ‘No Pricks Parlour’ campaign.

On the Move: Allison+Partners Hires Lars Rosene as Managing Director, O'Dwyer's

With more than two decades of agency and in-house experience,?Lars Rosene joined our agency as managing director of our Advisory+Industrial Groups. He is responsible for driving growth of the agency’s industrial portfolio and the global expansion of Allison Advisory, our management consulting offering. In his new role, Lars has already helped secure two new clients!