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Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing – Business to Business
 Nomination Title: E2open Biden supply chain plan
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 14 words used.
Please see attached for a clipbook of key media coverage placements for this campaign.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
October 13, 2021
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 197 words used.
When the engagement began, 5WPR was tasked with using E2open’s wealth of data to develop a media strategy based around quarterly reports to increase awareness of the company exclusively to tier-1 outlets. However as time went on, the client was not able to share as much data as originally promised. Faced with all of this, the team had to pivot strategy, relying on breaking news and ongoing supply chain disruptions to deliver the top-tier results the client came to us for, and establish E2open and its executives as go-to sources for a pulse on the industry. This lead our team to success by jumping on timely storylines and leveraging E2open’s executives plus internal data to secure key, tier-1 media placements. In October of 2021, we were able to capitalize on a breaking news story around President Biden’s plan to address supply chain issues by creating a dashboard that would help US trade partners track and coordinate shipments and snags--a move that E2open executives believed was too little, too late and did nothing to address the core problems at hand. Per E2open, time was not the issue and it was moreso about finding the bodies to help execute.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 207 words used.
Throughout our partnership with E2open, our team leaned heavily into newsjacking as our primary tactic to bring in media results. 5WPR capitalized on major news events including the Biden Administration’s plan to address ongoing supply chain issues, however in order to draw in interest from the media, we offered a contrarian view on the measures. As we began to plan, we drafted a pitch offering E2open’s CEO, Michael Farlekas, to discuss why Biden’s call for expanded hours at ports were not nearly enough to fix the supply chain quagmire, and certainly not before the holiday shopping season. By using E2open’s Ocean Shipping Index report–which tracks ocean shipment delivery times from booking freight to receipt of goods, across major trade lanes between Asia, North America and Europe – we found that although there were less than 60 days to Christmas, the global average time it would take to ship freight was 70 days. With this in mind, we set out a goal to pitch tier-1 media, creating a targeted list that hit anyone covering logistics & supply chain, Biden’s plan, economics and retail – highlighting E2open’s key data. From there, our team conducted outreach with a goal to bring in a number of meaningful opportunities for our client.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 42 words used.
In 24 hours, our team was able to secure 9 placements, totaling 615,682,710 unique monthly visitors. Our top results include:
- New York Times (Online), New York Times (Front Page Print), CNN Erin Burnett Outfront (Broadcast), Financial Times (Online), and CNN (Online)
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