This month, the Howorth team were tasked with the job of launching the new Al Jazeera brand campaign into the Australian market. The campaign, Hear the Human Story, focuses on the importance of telling human stories without prejudice, in the most authentic way possible. It was launched at Quay restaurant, where a cross section of influential journalists, academics and NGO’s came together for a celebration of courageous storytelling.
Guests of honour were the family of detained Al Jazeera journalist Peter Greste, who heard Al Jazeera English Managing Director Al Anstey deliver an impassioned address calling for the release of Peter and his colleagues, Baher Mohamed and Mohamed Fahmy. The keynote speech was given by Professor Gillian Triggs, President of the Australian Human Rights Commission, who spoke about the vital role the media plays in raising awareness of human rights issues that might otherwise go unnoticed.
In the lead up to the event, the Howorth team arranged a comprehensive media program for Al Anstey, who was interviewed by ABC TV breakfast, ABC Radio National breakfast, ABC 702, ABC Radio PM, SBS, AAP, The Guardian, B&T, Adnews, Mumbrella and Marketing Magazine.
The Al Jazeera team left us with some kind words before heading back to Doha, “Thanks for doing such a great job for our trip to Sydney. Your organisation, planning, and execution of the event and all the PR was excellent. Well done. And thank you.”
Ogilvy Public Relations and Canon have been acknowledged for some outstanding work by the Public Relations Institute of Australia (PRIA).
At yesterday’s glittering PRIA NSW State Awards for Excellence ceremony in Sydney, Canon with Ogilvy PR picked up a ‘NSW Highly Commended’ in the Consumer Marketing category for its Canon Shine communications campaign.
“I am so proud of the work done by the Ogilvy Canon team, who all worked tirelessly on this campaign in collaboration with Andrew Giles at Canon. It’s an incredible honour to be acknowledged alongside some truly excellent campaigns,” said Kieran Moore, CEO, Ogilvy PR Australia.
Canon Shine was centred on elevating the power of images to do more in a world that is saturated with meaningless photos.
“It is an honour to be acknowledged by the industry among so many strong campaigns,” said Andrew Giles, head of Communications and PR at Canon. “We recognised from day one the special opportunity that we had with Canon Shine for Public Relations to spark conversation and influence opinion on truly large scale. The team executed with excellence to make it happen, and this is the icing on the cake.”
Read the full list of winners here.
Ogilvy PR Australia is also proud to support Peter in his quest for justice, as part of the work that the agency does to support The Walkley Foundation and press freedom. Through the #FreeAJStaff, Ogilvy PR spread the word calling for the Egyptian Government to free Peter Greste, Mohamed Fahmy & Baher Mohamed.
Challenge: Despite 212 years of history, some of the most ubiquitous products in the world, and a strong corporate profile globally, DuPont has struggled to develop a strong profile in Australia – particularly in the agriculture sector.
Parker & Partners was engaged to build DuPont’s profile among a number of stakeholders, including government, industry, customers and the media so that it could be involved in public and policy conversations that ultimately affected its business.
The chosen vehicle was the launch of a DuPont-sponsored research paper developed by the Economist Intelligence Unit (EIU) to support the Global Food Security Index (GFSI).
Strategy: Our strategic approach was to develop a whitepaper report that highlighted DuPont’s interest and expertise in food security and Australian agriculture.
Parker & Partners chose a topic that has long been on the radar of DuPont’s stakeholders, but of which no company has yet taken the initiative to own: Feeding Asia-Pacific: Australia’s role in regional food security.
To enhance the newsworthiness of the report we planned an event in Canberra to launch the report, including compiling a panel of experts from various relevant fields to discuss the findings of the report and food security more broadly.
The success of the event would depend on our ability to gather a high-calibre panel whose views would attract interest to the report and the event from DuPont’s government and industry stakeholders, and media who were pitched stories.
Results: Parker & Partners helped develop an insightful report that produced compelling findings and exhibited DuPont’s expertise in agriculture and food security.
We delivered a high profile panel including former Deputy Prime Minister and Minister for Trade, Tim Fischer AO, AFGC CEO Gary Dawson, and moderated by Sky News anchor, David Speers.
The event was well attended and highly praised. Media coverage exceeded expectations, including four national television, one national radio, two print and nine online clips.
In the week following the event DuPont received over 200 enquiries for more information into their work in agriculture and food security.
Challenge: Getty Images is among the world’s leading creators and distributors of award-winning still imagery, video, music and multimedia products. The challenge to Howorth was to generate mass awareness and positive coverage across ANZ business, technology, marketing, creative and photography media for the global launch of Embed – a tool that, for the first time ever, allows people to easily embed and share content from Getty Images’ huge library of editorial, creative and archival imagery, free of charge, for personal sites, blogs and social media posts.
In addition to securing media coverage, the brief also required Howorth to position Getty Images’ role in educating social media users on copyright and licensing infringements.
Strategy: A two-pronged media strategy was developed to engage traditional media and key influencers and bloggers on the significance of Getty Images’ new business model; the practical applications of the tool; and, the importance of sharing licensed digital content. In executing the traditional media element, Howorth developed targeted pitches offering pre-brief interviews with Getty Images’ spokesperson, Craig Peters to titles across the business, consumer tech, social media and IT spaces – Australian Associated Press (AAP), CNET Australia, Technology Spectator and New Zealand Herald. Howorth also engaged an Australian Getty Images contributor to provide ‘grass roots’ comment on how the Embed tool affects professional photographers.
The second element of the media strategy is to be executed in the months that follow the launch of the Embed tool and will cultivate momentum among key influencers and bloggers by offering practical activations of Embed so users begin to understand the relevance and ease of using licensed digital content in a ‘right-click and share’ era.
Results: The pre-briefing interviews paired with the distribution of a media release generated 24 pieces of media coverage in the ANZ region, with a potential global audience reach of 159,187,660. Each article was positive in sentiment appearing in key business, technology, creative, marketing and photography titles including: The Australian, BRW, CNET Australia, CNET global, Gizmodo Technology Spectator, Sydney Morning Herald, The Age, SBS, Stuff.co.nz, New Zealand Herald, Desktop Australia and Good Gear Guide. The news was also shared across social media sites such as Twitter, reaching millions of users across the globe.
Improve upon the previous year’s hugely successful thought leadership campaign, by sustaining the campaign & coverage over a longer period, instead of creating one large surge of activity.
- Create a voice for Kronos on a national workforce issue to drive broad awareness in general business, consumer, HR and technology media
- Develop research-based content including visual content (infographics) and thoughtful whitepaper commentary with corporate positioning and customer testimonial
- Premeditate a three-stage launch with multiple storylines to create sustained coverage
- Engage with third party industry bodies to encourage them to join the public discourse and lend credence to the debate
Campaign Concept: Howorth proposed a narrative about a missed opportunity in Australia to tap its “Hidden Workforce”. The story would highlight the failure of employers to cater for specialist groups’ need to work in a more flexible way and how a focus on a certain profile of worker worked to the expense of parents and older people.
The campaign was staged to be released in three parts, so we could target specific headlines aligned with the messaging. The whitepaper was finally released with the last phase and made available to all interested parties.
Alongside the positioning whitepaper, individual infographics were prepared to accompany each release, to provide sharp context for the issues raised and give media content to use in their stories.
Results: The communications-led thought leadership platform formed an integrated marketing strategy, informing everything from sales/enquiry-driving eDMs, customer roundtable briefings, email signatures and website content, to social media content and media relations.
Media coverage included:
- Phase one: 21 pieces of print and online coverage, including general and business titles such as The Sun Herald, Canberra Times, Sydney Morning Herald, Brisbane Times, ABC News Online and Business Review Weekly. 22 pieces of broadcast coverage from pre-recorded TV interviews and radio sound grabs aired on the evening and breakfast news slots of 22 stations across the ABC network.
- Phase two: 2 pieces of broadcast coverage including Sky News and WSFM as well as 4 pieces of launch coverage in major titles including Business Review Weekly, Reuters, Human Capital and Smart Company
- Phase three: 7 targeted pieces of coverage in IT media, including ComputerWorld, CIO Magazine, Computer Daily News and Technology Spectator
- Use of the infographic on key news sites such as Business Review Weekly and Human Capital
As well as driving conversations with existing customers and prospects, the media campaign also attracted attention from a number of interested third parties, including government agencies for equality and other working groups and consultancies on diversity. Enquiries and active media commentary (in response to the Kronos news) was seen from:
- The Workplace Gender Equality Agency
- Nareen Young, chief executive of the Diversity Council of Australia
- Elizabeth Broderick, Human Rights Commission
- Helen Conway, director of the Workplace Gender Equality Agency
- Joshua Price, GM of Symmetra, a Diversity Consulting company
- Pollyanna Lenkic, founder of Perspectives Coaching
- Infoxchange – a NFP community that delivers “technology for social justice”
Challenge: Fitness First is one of the largest health club groups in the world with more than 342 Fitness First clubs worldwide, and more than one million members across 15 countries. In Australia, Fitness First has 78 clubs with approximately 240,000 members.
Since Fitness First began operating in Australia back in 2000, the fitness landscape has changed significantly. The brand has faced a number of challenges in the wake of the changing environment, from the rise of 24/7 gyms and expanding operator locations, to increased competition on price, all the while battling against its tarnished reputation.
In 2012, the company was acquired by Oaktree Capital Management and underwent a major restructure which saw it exit a number of gyms from its portfolio, enabling it to invest significantly in overhauling every facet of its operations and embark on a significant journey of change.
In early 2013, Fitness First partnered with Ogilvy PR Health to help the company on its journey of change and re-build the company’s reputation and standing as the industry leader in fitness.
The first tangible evidence of change was the launch of a new concept gym in the heart of Sydney’s CBD called The Zone. A world-first innovation based on the principles of dynamic movement training, The Zone offers six distinct ‘zones’ for small group training – each created by Fitness First, with more than 95 classes running a day for members.
Strategy: The launch of The Zone not only provided an opportunity to bring to life the company’s philosophy of motivation, fitness expertise, and the idea that ‘machines don’t motivate people, people motivate people’, but also showcased its serious commitment to invest in change and deliver real benefit back to members.
To communicate this, Ogilvy PR Health held an exclusive preview event like no other, inviting leading lifestyle, health and fitness media and influencers, as well as representatives from a number of leading training institutes and equipment suppliers, to be the first ever to train in The Zone.
The launch was the first time that Fitness First had proactively engaged with media in many years and on the night, Managing Director Pete Manuel bravely stood before the assembled media and declared that the brand had “not always got it right” but that the company was listening and was on a journey of change.
Special guest speaker, former Olympian Geoff Huegill, was a media drawcard and spoke of the role that Fitness First played in his training.
After the event, and with the ‘buzz’ still building about The Zone, Ogilvy continued to engage with influential media, inviting groups of colleagues from media outlets to come for a tour and workout at one of the six unique ‘zones’.
Results: More than 40 media and influencers attended the launch resulting in more than 80 pieces of coverage and reaching an estimated audience of more than 576,779 people.
More importantly, engaging with media en masse provided an opportunity for Fitness First to foster relationships with key journalists and start to rebuild its position as the fitness expert and ‘go-to’ for media.
For more on The Zone visit: http://www.youtube.com/watch?v=KWxyuVdGuu0
Melbourne, November 1, 2012: Ogilvy Public Relations Australia, a joint venture between STW and WPP, has announced that current Managing Director of its Melbourne office, Lelde McCoy, will take on a newly created national role, with Alexandra Kelly stepping up to head the Victorian Agency.
McCoy will become Managing Director, OgilvyEngage in Australia, following strong and sustained growth within the specialist social marketing and behaviour change practice and client wins across both government and private sectors during the past 12 months. With over 25 years in the industry, Lelde is an award-winning strategist in community awareness and social marketing campaigns and was last month elected National Vice President of the Australian Association of Social Marketing.
OgilvyEngage is a global behaviour change practice launched in June 2012 that helps companies help people achieve long-term behaviour change.
Replacing Lelde McCoy as Managing Director of the Melbourne office is Alexandra Kelly. Alex moves to this role from Head of Consumer Brands, Ogilvy PR Melbourne. Alex will be charged with further driving the growth of the agency, integration with the wider Ogilvy & Mather group of companies and expanding the Ogilvy PR Melbourne offer.
Ogilvy PR Australia CEO, Kieran Moore said the new structure had been implemented to “reflect the growth of both consumer brand communications and social marketing, and the massive amount of confidence that Ogilvy PR has in the Melbourne team and the Melbourne marketplace”.
“Lelde and her team have had a fantastic year, and the time is right for her to focus on building the new OgilvyEngage practice which was launched globally earlier this year and which has much growth potential in the Australian marketplace,” she said.
“With the rest of Ogilvy PR Melbourne also going from strength to strength, we believe this new structure positions us well for further business growth in Melbourne. Congratulations to all.”
McCoy will be backed by the skills of Director Kelly Ward, a PR veteran with more than 25 years’ experience working with some of Australia’s largest corporations and Government departments to build brands, enhance reputation and prompt behavioural change. Tammy Walker retains her current role as the office’s general manager and will work alongside Alex Kelly to continue to aggressively grow the Melbourne market.
Ogilvy PR Australia is a joint venture between WPP and STW Group, Australia’s leading marketing content and communication services group.
For more information contact: Claire Whyntie, ph: +61 2 8281 3251
Challenge: In early 2012, Ford Australia indicated they were eager to highlight their role as a hub for design, technology and engineering both locally and globally. More than ever before, a wide range of media and influencers need to be engaged; the auto industry is no longer confined to the car pages of metro newspapers and technology advances mean that tech influencers are of increasing importance to Ford.
Strategy: Pulse Communications, Ogilvy Public Relations’ consumer public relations firm, suggested that a ‘Dipped in Blue’ immersion event would put the spotlight on design and technology developments being led by Ford Australia whilst also leveraging and building upon current influencer relationships.
Due to the popularity of the idea, Ford Australia decided to provide Ford Asia Pacific markets the opportunity to invite key influencers to the event. In turn, an additional day was allocated for the international media.
In August, tech, automotive and consumer media and influencers were invited to visit Ford Australia Headquarters for a one-day event for hands on demos, product previews, behind the scenes access and exclusive news. On top of this, attendees were also given access to the faces and voices of Ford, such as Ford Australia CEO Bob Graziano, and Chief Engineer Adam Frost. The brand new design centre, complete with the state-of-the-art Virtual Reality Centre and Powerwall room, was opened to media for the first time.
SYNC technology, to be brought to Australia with the release of the new Focus ST, was showcased to the media and influencers by Ed Pleet, Connected Services Director for Ford’s EAPA region. Attendees also experienced Active City Stop and Active Park Assist technologies, further cementing Ford’s place as a market leader in terms of smart technologies.
Results: In total Pulse had 42 consumer, tech and auto media and influencers attend from the Asia Pacific region. Key influencer relationships were strengthened through exclusive behind the scenes access to Ford Headquarters and its design and engineering teams.
In all, the ‘Dipped in Blue’ immersion event allowed Ford Australia to successfully position itself as a market leader in terms of technology and design developments, whilst also demonstrating its commitment to growth and thought leadership.
Challenge: Back in July, LG Electronics launched its new range of smartphones, the L-Style series. Although the range received media interest at the time of launch, LG wanted to increase awareness of the product and establish the brand as a leader in smartphone design using their newly signed ambassador, Erin McNaught.
In addition to this, LG wanted to promote the functionality and convenience of the Quick Memo feature, a technology which is exclusive to the L-Style range.
Ultimately, LG were keen to build word-of-mouth recommendations around the product and ultimately drive purchase, which proved challenging given the product had already been on the market for three months.
Strategy: On the 4th of October, Pulse’s LG-One team worked with Erin McNaught and LG Electronics to host Sydney’s first LG smartphone scavenger hunt. Erin visited four well-known Sydney landmarks throughout the day, tweeting picture clues as to her whereabouts to give fans a chance to find her. The first five people to find Erin at each of the locations won their very own LG L-Style smartphone, simply by telling Erin the winning phrase: “I’m all about L-Style”. To showcase the phone, Erin used the Quick Memo feature for each of her clues, a technology which lets users draw messages on photos taken and then share them via their social networks.
Results: By the end of the day, 20 very happy winners walked away with their own brand new LG L-Style phone and subsequently tweeted about it via their networks. In the lead up to the activation, key coverage was secured in metro titles including mX Sydney and an exclusive interview on 2DAY FM’s Kyle and Jackie O Show on the morning of the hunt. The day saw in excess of 150 tweets with a total reach of more than 3 million Australians. Well-known Australian celebrities such as Jennifer Hawkins and singer/songwriter Gabriella Ellis had visibility of the LG L-Style Scavenger hunt, tweeting about it on the day to their own networks. The activation also made an impact on Instagram, with a total audience reach of close to 100,000 followers and more than 500 likes.