2017 One Show Public Relations Jury

Josh Gilbert

ECD, Global Practices

Weber Shandwick

New York

Josh began his career setting strategy and wound up leading creative at a global public relations agency. At many agencies this equation wouldn't compute. But for Josh and Weber Shandwick, it's an opportunity to have a bigger impact, bringing creative and strategy and other disciplines together to help create great brands and redefine communications campaigns. Here are some highlights:

When Josh starting working with Fisher-Price, the brand and sales were faltering. So a new brand purpose was born: to give children the Best Possible Start. Global advertising duties followed, a new role for Weber Shandwick. Josh and his team transformed the way Fisher-Price advertises on TV and led the brand's move into digital and social media, writing and producing 40 global spots, including the brand's first all digital advertising and Facebook campaigns. The team has scored a 9 million-plus view YouTube hit (and a 2015 Cannes Lions shortlist) with a real-time global New Year's film called #WishesForBaby, and a 12-million view Facebook video hit called #FilmByYou. The team also introduced the first special needs children into Fisher-Price's advertising, winning praise from parents and media alike. Josh and team have been part of Fisher-Price's historic turnaround, helping drive 8% growth in 2016.

Josh played a lead role in landing Mattel's famed Barbie on the cover of Sports Illustrated's 50th Anniversary Swimsuit Edition, as part of the much-talked about #Unapologetic campaign, which won a Cannes Lions Award for Integrated Campaign Led by PR in 2014.

He led the development of the brand name and identity for the $60 million landmark edX online learning partnership between Harvard and MIT. Josh helped position it, name it and create the brand mark design. A massively great assignment for the world's most innovative massive online open classroom (MOOC). He continues working with Harvard today, promoting the work of the world-leading Harvard Stem Cell Institute to find cures for Type 1 diabetes, ALS, and Parkinson's disease.

Josh has also had the good fortune to work with Unilever on its Bright Future social impact program. The mission: show how small acts can add up to a lot of good in our communities and in the world. He helped create a documentary called 'Going To Bed Hungry,' which raised awareness about how families with young children face food insecurity and got people to 'share a meal' to help. Some 30 million meals have been donated to date.

He helped reposition Bank of America in the aftermath of the global financial crisis, its first branding effort post acquisition of Merrill Lynch and Countrywide. 'Setting opportunity in motion.' was brought to life in advertising, print, video, in-branch as well as among employees. Lots of great agencies and people made it happen, in some incredible ways.

Josh has also advised DreamWorks Animation on its brand positioning, and helped develop brand ideas or public relations campaigns for Verizon, PepsiCo, Electrolux, Brigham & Women's Hospital, the Gates Foundation, the World Bank, to name a few. He had the honor to work on the branding and naming for The National September 11 Memorial and Museum in New York City.

Josh holds a Masters in Law and Diplomacy from Tufts University, which includes study at Dartmouth's Amos Tuck School of Business Administration, and a B.A. from Hobart & William Smith Colleges.

 

 

 

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