Corporate Communication in 2018: Emotion Management Olga Kazaka
Partner at A.W.Olsen & Partners, lecturer at University of Latvia
Watching the trends that have become relevant in the sphere of corporate communication in 2017 and will affect the success of PR and marketing campaigns in 2018, it becomes obvious that among other things it will be extremely important to be able to manage emotions. The fashion for nostalgia, gaining experience, discussions on emotional intelligence, "post-truth" and fake news gives depth to this simple at first glance phenomenon. It is impossible not to notice how much nostalgia is in fashion now. My students dress like I once did at school. Nostalgia is observed in a variety of manifestations. It’s no accident that in the format of augmented reality we caught the Pokemons, not some modern heroes. While in Germany there is a huge demand for music recorded on tapes. People are ready to be given pleasant memories of the past, which cannot but affect how we communicate with them. I believe more and more communication campaigns will use this aspect to attract attention and develop an emotional connection with the brand. The Oxford Dictionary called the word of the last year "post-truth" - an adjective, "relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief." This word that became so significant because of the massive spread of fake news portals and fake news. Today much is said about the need to develop critical thinking, but there is ...

Quality, not quantity: Why bloggers should worry, who subscribes to them

Who is to blame? Each Instagram user was provided with an unlimited number of opportunities to buy likes and subscribers to themselves - various “vending machines” of cheat likes actively subscribe to Instagram, write private messages online and to e-mail, offering their services. Someone is tempted by their suggestions, someone ignores, forgetting to remove from subscribers. Both of them behave differently, but equally risk – the engagement rate of accounts with bots ruthlessly falls. The current Instagram is flooded with bots: nails from Cesvaine, burgers from Siauliai, Louis Vuitton handbags from Pärnu, cheat subscriber providers. They subscribe to all indiscriminately, including you. Some profiles do this themselves, some are scammed by "cheaters" if the user is tempted by their services. How the bots appear in the profile is not so important, it is important what consequences this entails. Bots (handbags, burgers and users under logins like av195639) are not active - they do not like and do not comment. Exception - when they subscribe to you, they can like couple of posts for decency in automatic mode, that's all. Then they will hang in the user's profile dead weight. And, although the number of followers looks decent, the main problem does not go anywhere - these are Instagram algorithms. When you post a new post, it will be shown initially to a limited number of your subscribers. And if this small sample took your post well, then it will be ...

Three myths about rebranding

Olga Kazaka, A.W.Olsen & Partners partner, lector of the University of Latvia
Periodically, in the public space, there are news of a particular company’s rebranding. In this matter, my attention is most attracted to how often the companies themselves misunderstand the concept, process and consequences of rebranding. 1. The most important thing in the rebranding process is to update the logo? Quite often, advising entrepreneurs I have heard the opinion that rebranding involves mainly logo transformation. However, in reality it is only transformation of corporate identity, no more. In its turn, rebranding involves major changes in the organization. Often this is due to the dramatic changes in internal processes, the introduction of new values or positioning, targeting new business niches. An important function of rebranding is signaling to internal and external audiences about important changes in the organization. Logo change or transformation may be one of the last, though most noticeable for consumers of change. However, there are cases when in the process of rebranding the logo is not affected at all. So it was with Old Spice, which changed not the logo, but its positioning. Nike have used the logo from the ‘70s, while several times have been changing the positioning. 2. Is it pure communicators’ competence to take care about the brand? The second stereotype that I encounter from time to time is related to the opinion that rebranding only refers to the competence of communication specialists. Or vice versa - there are significant changes in the organization, which the ...

Attention! Beware of counterfeit “Celebrity box”

Communication Agency A.W. Olsen & Partners almost two years ago launched a unique project for Latvia - Celebrity box - an exclusive series of gift sets delivered to Latvian celebrities. We found out that gift boxes with the name Celebrity box have appeared on the Latvian market, but they have nothing to do with us. We remind you that the Celebrity box is a registered trademark protected by law. This is the product of A.W. Olsen & Partners, and we are constantly working to improve its quality, so no one else can offer it. Please stay vigilant and do not cooperate with scammers. If you want your brand to participate in a true Celebrity box project, there is an opportunity to join sponsors of the new release (May-June 2017). To learn about the possibilities to participate in the Celebrity box, please write to In addition, under these circumstances, we decided to join the Celebrity box brand in the anti-fraud movement # atkrāpies, in order to protect our partners from fraudulent actions as much as possible.

Showroom in Riga

A.W. Olsen & Partners Showroom – a perfect tool for fashion, beauty and lifestyle brand communication with magazines, on-line media, blogs and influencers. In our showroom – controlled environment where influencer's attention is focused only on few things – your brand can get continuous devoted time to deliver necessary messages and gain place in people's minds. The showroom is available weekdays from 9 to 6 or by appointment to stylists, bloggers, celebrities and influencers. Naturally our showroom also serves as a presentation venue. Showroom is a place where brands meet key people who are involved in media content production – stylists, editors, journalists, free-lance project managers, bloggers, celebrities and social media influencers. Our 55m2 space designed for press samples presentation and loans is located in Riga's central area, next to key industry's players, has an easy access and parking. Showroom can be converted into venue for press days, open houses, receptions, presentations, media breakfasts and other activities for brand promotion. A.W. Olsen & Partners Showroom has a digital twin – on-line platform where gate keepers can 24/7 download hi-res products' pack-shots and cut-outs with the relevant information e.g. store drop date and price, book particular samples for delivery, or find latest newsletters, trend texts and press releases.

The year 2017 in the corporate communication field: putting things in order, analysing and pushing the boundaries Olga Kazaka
partner at A.W.Olsen & Partners, lecturer at University of Latvia
2016 Year was an exciting and eventful for the communications sphere. Some earlier started processes must now enter a stage of maturity. Here is a number of important trends in the corporate communication field which, in my opinion, will develop in 2017. 1. Real bloggers and celebrities In the past year, many communications professionals with unprecedented force rushed to develop cooperation with bloggers and virtual celebrities, and generously endowed almost every owner of more or less popular Instagram profile. In 2017 more thorough approach to the selection of partners for cooperation will be applied. It is important to take into account the reputation of the blogger, the engagement rate of one’s publications and subscribers’ quality. Today you can get thousands of fake followers with empty profiles for a couple of hundred euros. Together with my colleagues we noticed the suspicious growth in popularity of the pair of active people who had a thousand subscribers yesterday, 6000 today and 13 thousand tomorrow. It happened in the period when nothing was posted in their profiles. So we started analysing the social networks of celebrities and bloggers who we cooperate with much more seriously. I think it will be a general trend. In this regard, bloggers themselves will have to become more professional in collaboration with brands that are expecting their ability to formulate the possibility of cooperation, proper implementation of the commitments, billing, and timely reports. Legal and ethical restrictions to reflect ...

A.W.Olsen & Partners and the Ministry of Finance received the prestigious European Excellence Awards

PR Agency A.W.Olsen & Partners received the prestigious European Excellence Awards, which is annually awarded to the best European communication campaign аor the campaign #nomaksāt ordered by the Ministry of Finance and launched in 2015. This year, awards were presented in Berlin. In the final tour more than 200 campaigns were nominated in 63 categories, and in each category the prize was awarded to only one campaign. Campaign #nomaksāt, launched by the Agency A.W.Olsen & Partners, received the award in the ‘Change communications’ category. The best campaigns launched in 2015 were nominated in this category for stimulating major changes of public opinion or changing public actions. “We are pleased that our brave campaign, which we implemented by the Ministry of Finance order, has won the highest score at the second competition for communications professionals. Earlier this year, the campaign received two main prizes at the international competition for public relations professionals ‘Baltic PR Awards’, thus the award received yesterday is a confirmation that our skills have been evaluated in all of Europe, - says the Agency partner Olga Kazaka, adding that among the competitors were such well-known brands as Maersk Oil, Telefónica Germany, UniCredit Group and others. #nomaksāt campaign was implemented in late 2015 by the Public Relations Agency A.W.Olsen & Partners and ordered by the Ministry of Finance. The campaign was addressed to the youth presenting the need to pay taxes and their distribution system. In order to successfully ...