Andrew Bowins Andrew has a premium account Click to upgrade to Premium Senior Vice President, Communications and Public Affairs Greater New York City Area 500+ connections Contact info Entertainment Software Association Highlights Reach out to Andrew for... Getting coffee, Joining a nonprofit board, Probono consulting and volunteering. Message Andrew About Andrew Bowins is a seasoned communications executive with deep experience in the consumer technology, mobile and digital payment sectors. His tenure working with Fortune 100 companies has positioned him as an expert in corporate brand management, media relations, product launch and reputation management.... see more +4 Articles & activity 4,244 followers The Content Pollution Chronicles Andrew’s profile photo Andrew Bowins Published on LinkedIn How Big Data, Listening and Storytelling Can Spell Success in an Age of Content Pollution Let's begin by acknowledging that the basics still apply. Great stories capture audiences and move them to action. But in today's world of content polluters, we need to look beyond the story and seek to best understand the audience. This continues to be a challenge. The fact is that there are billions of social posts, videos and published articles produced monthly. In fact, more video was published on YouTube in the past 60 days than has appeared on the television networks in the past 60 years. It’s mind-boggling. Yet, here we are each day adding to the tidal wave of content that likely, in all honesty, fails to resonate with its intended audience. It’s content pollution. For example, I worked on a project at a previous company. This tech company published actively and had an impressive portfolio of properties and channels, which exposed 30 million+ people per month to the brand. Unfortunately, the company was present in a minuscule number of conversations. Moreover, only a small fraction of those conversations focused on the story the company wanted to tell. Today, as in the past, data and insights are keys that unlock the castle when it comes to content that resonates. In the case of this company, the ability to listen to conversations about the brand across social, online and traditional media and then aggregate the data into insights was the path out of content pollution. The first lesson was to stop managing by channels and halt measuring volume metrics. Instead, the company set up a system that allowed it to aggregate data across all channels and measure the impact of messages against key audiences. The findings from those measurements were presented as insights. Communicators then benchmarked those results against the competition. Today, there are many tools that can facilitate this. In fact, it's simple. The hard part is stepping out of your comfort zone, abandoning flawed vanity metrics and aligning all that you measure with clearly defined goals and targeted audiences. Wait, isn't that another example of the basics and PR 101? In the end, I learned a valuable lesson from the example above: "You have two ears and one mouth, so listen before you speak." Listening to your audience and providing relevant content that adds to the conversation are keys. Shouting random messages and hoping people listen is a fool's errand. As for results, the numbers speak for themselves. The technology company cracked the code. In a very short time its story was heard, and more than 200,000 people directly engaged with the brand, creating 500,000 unique conversations and pieces of content. 1.3 billion people were exposed to the brand annually. The best part was that the conversation was being collected, anonymously analyzed and packaged into insights that shaped the company’s content strategy. It also gave communicators at the company a larger seat at the table. In the end, data, insights and understanding the audience made the difference. But, you already knew that because it’s another example of PR 101. Perhaps the lesson is PR 101 with a digital retrofit is the way of the modern communicator in the era of big data and digital storytelling. 30 Likes 5 Comments Like Comment Share See all articles No alt text provided for this image Big news Jamie. You are best in the game and are a champion for our industry. Can’t wait to see the next chapter unfold. Andrew commented No alt text provided for this image Game development camp for girls hopes to tip the scale for women in the video game industry Andrew shared this 2 Likes No alternative text description for this image If you think that E3 is just about what new games are coming out, then here is something that will open your eyes. Join our host Marc Saltzman as he gives you an inside look at the worlds largest gaming show. # #look #television #videogames #exciting #host #entertainment Andrew shared this 1 Like See all activity Experience Entertainment Software Association Senior Vice President, Communications and Public Affairs Company NameEntertainment Software Association Dates EmployedApr 2018 – Present Employment Duration1 yr 7 mos LocationWashington and New York City Reporting to the CEO, the role is responsible for the communications and public affairs agenda for the trade association responsible for representing the $43.4 billion US video game industry in the United States. The role spans the complete gamut of communications including media relations, issues management, member development and retention, research and digital marketing. Key responsibilities include: ... See more +19 KPMG US Executive Director, Digital Communications Company NameKPMG US Dates EmployedDec 2016 – Apr 2018 Employment Duration1 yr 5 mos LocationGreater New York City Area Joining the team during a time of transition and growth marked my tenure as Executive Director, Corporate Reputation and Communications. This newly created role was formed to build a team of digital first communicators that merged the traditional craft of public relations with best practices in corporate brand development, digital marketing and issues ... See more Samsung Electronics Vice President, Corporate Communications Company NameSamsung Electronics Dates EmployedJun 2015 – Dec 2016 Employment Duration1 yr 7 mos LocationGreater New York City Area This role was defined by a period of unprecedented growth for the company paired with an extended time of risk management triggered by two of the largest consumer product recalls in North American history. ... See more Mastercard Senior Vice President, Corporate Communications Company NameMastercard Dates EmployedJun 2011 – May 2015 Employment Duration4 yrs LocationPurchase, New york Responsible for the transformation of the MasterCard Communications function into an award winning team that integrated traditional public relations and corporate communications with digital media to deliver high impact editorial results and 3rd party advocacy for the company. ... See more +11 Nokia Director, Global Communications Company NameNokia Dates EmployedApr 2010 – Jul 2011 Employment Duration1 yr 4 mos LocationGreater New York City Area Rebuilt the global communications team around a digital engagement and social media centric function delivering innovative programming, campaigns and day-to-day PR support for the Mobile Applications, Entertainment and Location Services Business Groups. ... See more Dell Director, Global Marketing and Communications Company NameDell Dates EmployedJul 2004 – Apr 2010 Employment Duration5 yrs 10 mos LocationRound Rock, Texas Held progressive communications management roles as part of the “Emerging Leaders” development program designed to groom executive leadership. 1. Director, Corporate Reputation (December 2009 – April 2010):... See more The IT Room: Trailer The IT Room: Trailer GCI Communications Group Vice President, Technology Practice Company NameGCI Communications Group Dates EmployedFeb 2002 – May 2004 Employment Duration2 yrs 4 mos LocationToronto, Canada Area Recruited to restructure the Canadian technology sector corporate communications practice, increase client revenues and drive new business. Managed practice group with a focus on delivering a full range of strategic counsel and communications programming. Clients included Amazon, Dell, Nintendo, SAS, CSA and Sony Ericsson.... See more Maverick Public Relations Vice President and Director New Media Enterprises Company NameMaverick Public Relations Dates EmployedMay 1999 – Feb 2002 Employment Duration2 yrs 10 mos Employee one of a newly launched agency designed to challenge the status quo and integrate online, digital and blogging into the traditional PR agency model. Led the New Media Enterprise Group and held P&L responsibilities contributing to agency achieving $2.5MM in consulting fees within the first year of operations. Clients included Roy... See more NATIONAL Public Relations Consultant Company NameNATIONAL Public Relations Dates EmployedJun 1998 – Jun 1999 Employment Duration1 yr 1 mo Role was responsible for the management of client media relations outreach programs. Clients included Anderson Consulting, Bell Canada and SAS. Show fewer experiences Education Seneca College Seneca College Degree NamePost Graduate Diploma Field Of StudyCorporate Communications Dates attended or expected graduation 1994 – 1995 Activities and Societies: PRSA, IABC Graduated with Honors Trent University Trent University Degree NameBA Field Of StudyPsychology Dates attended or expected graduation 1991 – 1994 Studied Psychology and embraced the notion that learning is a life long commitment.