The Great Information Glut 2011

January 9, 2012: The rate at which information is being used, shared and saved in the workplace is increasing at an incredible rate. At work we’re constantly becoming more connected, using more technology and creating more digital information.

In 2009, Howorth worked with Hitachi Data Systems to develop a public relations campaign that would provide a first perspective on the ‘Information Glut’, in a report which underlined how many organisations had been choked or rendered inflexible by the sharp growth in information.

Two years on, Howorth and Hitachi Data Systems revisited the subject to analyse whether the information glut was still a growing concern for businesses in Australia and New Zealand. In order to better understand the macro economic effects of the problem, Deloitte Access Economics was also commissioned to assess the extent to which information glut was impeding business productivity, and the benefit of improved information management on performance and the broader economy.

The Great Information Glut 2011: key findings

Hitachi Data Systems commissioned an independent study conducted by AMR, which found that 40% of organisations in Australian and New Zealand are suffering from too much information, up 5% from 2009. Almost every respondent (95%) admitted they experienced some degree of glut, with a quarter reporting significant impact on organisational performance.

Analysis by Deloitte also found that information glut is affecting Australia and New Zealand’s GDP and therefore their global competitiveness – estimating mismanagement of information is costing Australia’s economy at least $3bn per year and New Zealand $400m per year.

Hitachi is calling for businesses to start acting in order to manage the growth of the glut, stressing that Australia can no longer afford to be a nation of business bystanders. This ‘information intervention’ requires organisations to take a big picture look at existing systems and strategically align information management with business imperatives.

Howorth devised a media strategy that would maximise the reach of this news, conducting a series of embargoed media briefings with business and technology media to amplify the amount of quality media coverage. Following the briefings, a general news release was distributed.

The launch of the report received significant media coverage, with more than 40 pieces of traditional print and online media coverage.

Highlights included:

• Neville Vincent, VP and general manager, was interviewed by ABC Lateline Business on launch day, outlining the key findings from the report. A six minute interview with Neville was also broadcast on Sky Business News’ Tech Report programme.
• 40+ articles appeared in titles such as AAP, News.com.au, Herald Sun, Daily Telegraph, Technology Spectator, iTWire, Computerworld, Computerworld NZ, Computer Daily News, Channel News and The Channel, more than doubling 2009’s coverage.

You can download a copy of the Great Information Glut 2011 report here

A new look for Pulse

December 5, 2011: 2011 was a big year for Pulse Communications and what better way to end the year than with a fresh new start.

Following eight very successful years, Pulse has reinvigorated its visual identity to reflect its offering and essence, helping the brand to continue to lead the rapidly-changing consumer PR landscape. 2011 has been our most successful year to date with some of the biggest consumer PR account wins in the industry including Activision, Mattel, Malaysia Kitchen and Milo. We’ve also received recognition for some of our best work with two Asia Pacific Sabre Award wins, a NSW and national PRIA Golden Target award win and we were a finalist for the PR Agency of the Year in the 2011 B&T Awards.

Managing Director, Matt Buchanan, said “Our new logo is the visual representation of a much wider piece of work to craft an agency which will deliver to the needs of clients, media and consumers in a rapidly shifting market. The new identity expresses the brand’s new mantra to ‘be curious’ – a rallying cry to ensure that we are consistently producing both strategically and creatively excellent work.”

Curious? We’d love to chat some more, please get in touch with Matt Buchanan matt@pulsecom.com.au

A little bit of change for Impact

Today marks a significant change day in Impact’s history as we are changing – but just a little bit. From today, we’re dropping two words from our name (‘employee communications’) and becoming ‘Ogilvy Impact’ to reflect the ever-broadening scope of our work.

Over the last 17 years we’ve been engaging and driving action not only with employees, but franchisees, members and sales channels as well. We’re still the same strategic thinkers, playful creatives, compelling storytellers and fearless doers we’ve always been helping Australia’s leading companies achieve great business results.

Being the change experts – everyone in our team has raced through the change curve, is on board with our new name and are now even more passionate about driving creativity and delivering even more award-winning work for our clients. Work that truly makes a business difference.

In the spirit of simple, clear, concise communication, that’s all we wanted to say. Happy Thursday all.

Carnival Cruise Lines: Slips and Slides to a new World Record

November 30, 2011: The Issue: How to build excitement and anticipation for the world’s largest cruise line, Carnival Cruise Lines, a brand barely known in Oz? And how to whet the Aussie appetite for a very different style of cruising in a marketplace not only cynical about cruising, but which had also yet to experience the ship, Carnival Spirit, due to arrive in Sydney Harbour in a year’s time in October 2012? That was the mission of consumer public relations agency, Pulse Communications.

The Challenge: Amid a sea of cruise industry negative perceptions and myths, the Pulse team was challenged by Carnival Cruise Lines not only to build excitement for the brand, but also to promote the launch of its Thrill Slide – the world’s steepest and fastest water slide at sea.

Our Insight: To engage and excite Aussies, the Carnival Cruise Lines and Pulse teams understood they needed to bring a piece of “Aussie spirit” to the Carnival Spirit. That meant inviting Aussies to be a part of it – by naming it.

Creative Idea: The “Name the Thrill” public relations campaign was born. Pulse created a consumer experience that invited Aussies to experience the ‘thrill’ of the anticipated Carnival Thrill slide, and then invited them to name it. Building on the great Aussie tradition of the slip and slide, Pulse and Carnival created a 30 metre inflatable Slip & Slide, inviting hundreds of Aussies to attempt to break a new world record for the longest distance travelled on a slip and slide in one hour.

Campaign: The world record attempt was held at Cronulla beach, one of Carnival Cruise Lines’ target audience hotspots. Volunteers to break the record, from local Surf Life Savers to Fitness First members and local triathletes, all took part for the love of Slip & Slide and through a carefully orchestrated media campaign. Driven by a fully integrated campaign across Facebook, NOVA Sydney’s breakfast program, and traditional and social media, Aussies were
invited to get involved, break a record, enter their name the slide submission , then watch as the visual content from the day unfolded.

Outcome:

In total, approximately 1.5 million Australians were touched by the ‘Name the Thrill’ slide public relations campaign

• Over 100 local Aussies, watched by over 1,000 spectators, broke a new world record for the longest distance travelled on a slip and slide – 36.24kms in one hour (smashing the previous world record of 26kms)
• In just four days after the event, Carnival Spirit’s Facebook page saw more than 1,000 new fans, over 4,000 page views, 380 comments and likes and over 40,000 impressions of Carnival updates
• In total, over 1,600 names were entered on the Facebook page to name the Thrill Slide, exceeding KPIs seven times
• Key media coverage highlights included a call to action for Aussies to participate in the world record attempt by weather presenter, James Tobin on Weekend Sunrise (reaching 400,000), a call to action for Sydney-siders to attend the event in Sydney Morning Herald’s “what to do this weekend” pages (reaching 600,000) and TimeOut Sydney (reaching 105,000)
• Close to 9 million Australians were reached with messages about the campaign via more than 25 pieces of media coverage

2012 Parker & Partners Politzer Prize winners announced: Barry Haase MP takes the Politzer Prize!

Parker & Partners is pleased to announce the winner of this year’s prestigious Politzer Prize. Western Australian Member for Durack, Barry Haase’s photo “A perspective on cultural resilience” beat more than 60 high quality entries to take the main award. He was awarded the Politzer Prize on Tuesday night at Parliament House, along with a cheque for $5,000 to go to the charity of Mr Haase’s choice – The Royal Lifesaving Society.

Parker & Partners’ Managing Director, Sarah Cruickshank congratulated Barry Haase MP: “His picture is not only visually stunning; it perfectly encapsulates the theme of this year’s Politzer Prize – Resilience – designed to portray the spirit of the Australian community and environment to fight back against adversity.”

“This year’s competition theme was inspired by the significant natural disasters and resultant human challenges faced by so many Australians at the outset of 2011, and our participants put considerable thought into their entries accordingly” she said.

“Barry’s photo tells a great human story of a 105 year old Indigenous elder still living alone, medicine free, in Mr Haase’s electorate of Roebourne, Western Australia, and outliving the built environment around him.”

Ms Cruickshank commended the more than 30 Federal parliamentarians who participated this year. “Their support for Politzer is evidence of the great respect, pride and passion each of them has for their constituencies. We are thrilled that each year the number of entries continues to grow.”

“Our Politzer Australian Political Photographic Competition has been embraced by parliamentarians from across the political spectrum and it is great to get a glimpse of our politicians’ genuinely creative flair – something not normally seen in the hectic pace of their day-to-day lives,” she said.

The winning Politzer entry, along with the 13 Finalists, were selected by a panel of leading press gallery journalists including: Mike Bowers, David Speers, Malcolm Farr, Lenore Taylor, Simon Benson and Steve Lewis.

Mr Bruce Scott MP, a previous Politzer winner, this year won the A-PAC Award, selected by Politzer Prize sponsor, the Australian Public Affairs Channel, for his photo “Colours of the outback races”.

“Parker & Partners has a longstanding tradition of supporting the not-for-profit sector, through our pro bono work for a range of community based organisations, and our annual sponsorship of the Federal Press Gallery Midwinter Ball. We are very pleased to present our annual $5,000 donation to Mr Haase’s charity of choice.”

Competition background: Parker & Partners, Australia’s leading bipartisan public affairs firm and part of Ogilvy PR Worldwide, launched the Politzer Prize in 2006 as an annual photographic competition for Australia’s Federal politicians to showcase their passion for their communities. All Members and Senators are invited to submit a photo, with the finalists comprising the annual Parker & Partners Australian Political Calendar, and vying for the prize of $5,000 to donate to a charity, school or non-government organisation of their choice. The final 13 photographs to be included in the 2012 calendar have also been announced. Photos entered can be viewed on: www.politzer.com.au.

Parker & Partners would like to thank the supporters of the 2012 Politzer Prize:

Canon Australia and A-PAC – Australia’s Public Affairs Channel.

Winners:

Winner – 2012 Politzer Prize

• “A perspective on cultural resilience” Mr Barry Haase MP, Member for Durack

Commendation – 2012 Politzer Prize

• “Human Resilience” Dr Mal Washer MP, Member for Moore

Winner – A-PAC Award

• “Colours of the outback races” Mr Bruce Scott MP, Member for Maranoa

Full list of participants

• Senator the Hon Mark Arbib, Minister for Sport, Indigenous Employment and Economic Development;
• Senator Simon Birmingham, Shadow Parliamentary Secretary for Environment;
• The Hon Julie Bishop MP, Shadow Minister for Foreign Affairs and Trade;
• Senator Carol Brown, Senator for Tasmania;
• Mr Darren Chester MP, Member for Gippsland;
• Senator the Hon Richard Colbeck, Shadow Parliamentary Secretary for Innovation, Industry and Science;
• Senator Alan Eggleston, Senator for Western Australia;
• The Hon Joel Fitzgibbon MP, Chief Government Whip;
• Mr Barry Haase MP, Member for Durack;
• The Hon Joe Hockey MP, Shadow Treasurer;
• Senator Gary Humphries, Shadow Parliamentary Secretary for Defence Materiel;
• The Hon Greg Hunt MP, Shadow Minister for Climate Action, Environment and Heritage;
• Mr Stephen Jones MP, Member for Throsby;
• Senator Barnaby Joyce, Shadow Minister for Regional Development, Local Government and Water;
• Senator Helen Kroger, Senator for Victoria;
• Mr Andrew Laming MP, Shadow Parliamentary Secretary for Regional Health Services and Indigenous Health;
• Dr Andrew Leigh MP, Member for Fraser;
• The Hon Sussan Ley MP, Shadow Minister for Childcare and Early Childhood Learning;
• Mr Michael McCormack MP, Member for Riverina;
• Senator Christine Milne, Deputy Leader of the Greens;
• Mr Scott Morrison MP, Shadow Minister for Immigration and Citizenship, Productivity and Population;
• Mrs Jane Prentice MP, Member for Ryan;
• Mr Bernie Ripoll MP, Member for Oxley;
• Ms Amanda Rishworth MP, Member for Kingston;
• Mr Alby Schultz MP, Member for Hume;
• The Hon Bruce Scott MP, Second Deputy Speaker;
• Mr Patrick Secker MP, Member for Barker;
• The Hon Wayne Swan MP, Deputy Prime Minister;
• Mr Dan Tehan MP, Member for Wannon;
• Senator Matt Thistlethwaite, Senator for New South Wales;
• Dr Mal Washer MP, Member for Moore;
• Senator Larissa Waters, Senator for Queensland; and
• Mr Tony Windsor MP, Member for New England.

For further information, comments or images, please contact Peta Lange on 02 6215 4200.

Ogilvy PR campaign showcased at PRIA leaders’ event

At a Public Relations Institute of Australia Leadership Breakfast Lelde McCoy shared success strategies from Ogilvy PR’s award-winning “To donate life, discuss it today-OK” campaign developed for the Organ and Tissue Authority.

The public relations campaign has won both Australian and international awards.

Lelde told the audience that the campaign had a clear outcome in mind – getting more Australians knowing and sharing each other’s organ and tissue donation wishes.

“Whilst most Australians support donation, the campaign needed to convert this support into the actions required to ultimately increase family consent rates. It also needed to address the misconception that it is enough to register your intentions regarding organ and tissue donation on your driver’s licence.  In Australia organ transplantation will only proceed if family consent is given.”

Ogilvy PR’s strategy was to increase Australians’ knowledge so that they could make an informed decision, promote family and community wide discussion through the media, correct misconceptions through helpful resources and social media channels and provide information and practical tools to facilitate grassroots involvement by the sector.

Key campaign tools included a Family Discussion Kit, leaders’ Action Kits, and a campaign launch with former Prime Minister Kevin Rudd, a heart value transplant recipient.

Lelde said that throughout the six week campaign there was an ongoing conversation with the Australian public.

“This campaign lent itself to the telling of inspirational stories about donor families and transplant recipients. We used a variety of mediums including Facebook. Media, especially TV doctors were helpful in getting our message across. Community organisations working in the sector were also actively involved, implementing information activities at a grassroots level.”

The campaign resulted in 429 pieces of positive media coverage. Significant support was generated through building an online community for DonateLife – Facebook fan numbers increased by more than 1,000 per cent. The DonateLife network held 95 events and community leaders publicly supported the campaign.

In terms of outcomes, levels of family discussion increased by 10%, of which 83% were rated by respondents as memorable conversations. Knowledge of family member’s wishes increased by 7%; and  awareness that family consent is requested before donation can proceed increased by 9%.

Importantly, 2010 organ donation figures show that 309 donors and their families saved or significantly improved the lives of 931 Australians in 2010. This is the highest annual total of transplants in Australia’s donation and transplantation history.

Ogilvy PR’s Pulse gets gong for creative kitchen

Ogilvy PR’s leading consumer and brand agency, Pulse Communications, has been recognised for its innovative work to put Malaysian cuisine on the map in Australia, last night receiving a State Award for Excellence from the NSW branch of the PRIA.

The ‘ Special Events/Observance’ category award specifically recognised  Pulse for the creation of the Malaysia Kitchen Australia, an event that transformed Sydney’s State Theatre Laneway into Australia’s first ever Malaysia Kitchen Food Market.

Malaysia Kitchen Australia was part of a broader campaign undertaken by Pulse in conjunction with MATRADE (Malaysia External Trade Development Corporation), aimed at raising awareness and consideration of Malaysian cuisine in Australia.

Pulse will now be on the shortlist to receive a national PRIA Golden Target Award in the ‘Special Event/Observance’ category, with winners announced at a Gala Dinner held in conjunction with the PRIA’s National Conference, on 24 and 25 October.

Pulse MD Matt Buchanan said the entire team was thrilled with the formal recognition “The Malaysia Kitchen Australia program is a very exciting and rewarding project for us and we’re thrilled that it’s been recognised in the state PRIA awards. It’s a well deserved win by a very hard working and dedicated team who are committed to making Australian’s as passionate about Malaysian cuisine as we are.”

Another team from Ogilvy PR was also up for an award at last night’s event.  Howorth was shortlisted for the Business-to-Business Marketing category in the awards, for its work on the Telstra Productivity Indicator for Telstra Enterprise and Government (TE&G).

Canon Australia appoints Ogilvy Public Relations Australia for Consumer Imaging account

Canon Australia has today announced the appointment of Ogilvy Public Relations Australia to handle public relations for Canon Consumer Imaging.

Following an exhaustive and highly competitive four-way pitch, Ogilvy PR’s success was announced by Andrew Giles, Public Relations Manager for Canon Consumer Imaging.

“We are delighted to announce our new partnership with Ogilvy PR,” Mr Giles said. “We were looking for a team to take public relations to the next level and Ogilvy PR presented an outstanding, thoughtful and creative pitch.

“What set them apart was that they spoke to us about our business, and not just about PR. They really understood what we want to achieve and linked it to a clear, creative strategy that showed the connection between PR and business results,” he said.

Mr Giles thanked Hill & Knowlton, which has held the account for the past nine years, for their many contributions to the Canon business over that time.

Kieran Moore, Ogilvy Public Relations Australia’s Chief Executive Officer, said the win had sent a buzz through the consultancy.

“Canon is one of the most innovative and respected brands in the world and their approach to leading new ways of thinking around communications strategy and planning integration – from advertising, media buying and PR – makes it an exciting seat to have at the table,” Ms Moore said.

“Canon wants its agencies to challenge them and to work in partnership to do exciting, integrated campaigns that get real cut through and lead to tangible business benefits. This is a brief that plays into Ogilvy PR’s unique strengths, where we can bring together specialists from our entire cross consultancy team in branding, consumer activation, product, strategy and planning and digital influence.

“We look forward to a long lasting and mutually challenging relationship.”

The relationship with Canon Consumer Imaging will involve Ogilvy Public Relations in product and brand PR and thought leadership in the area of consumer marketing and adds to the Canon Business Imaging account which Ogilvy Public Relations won in December 2010.

Ogilvy PR will formally commence work on the Canon Consumer Imaging business from 1 October 2011.

Blockbuster bites back!

Blockbuster Australia approached Howorth in 2010 to develop a public relations campaign as part of the planned roll out of a $3.5 million brand repositioning campaign – their biggest in ten years.

Despite being wholly owned by Franchise Entertainment Group and maintaining strong business performance, Blockbuster Australia was perceived to be affected by the financial challenges faced by Blockbuster Inc in the US –fuelling misconceptions around the viability of the business domestically.

Howorth set out to:

• Address the immediate challenges resulting from the coverage of Blockbuster Inc.;
• Use the launch of the brand repositioning as a platform to generate positive stories around Blockbuster Australia’s market position and the health of the industry in Australia;
• Engage the franchisees in the brand repositioning campaign and communicate the role franchisees play in driving the success of the company.

To tackle the misconceptions resulting from the US, Howorth developed key messages around the independence of Blockbuster Australia from its US counterpart and the stability of the local business. Statements were distributed to domestic media in response to further developments in the US and media that had previously covered the issue.

Howorth recognised the importance of incorporating the franchisees in the public relations strategy as it is they who drive the business and owner operated model which makes the local industry unique. Howorth worked directly with franchisees to seek potential local media opportunities to change perceptions at a grass roots level and support local business objectives.

Finally, in preparation for the brand repositioning launch pre-briefings with top-tier media were arranged to: create buzz around the evolution of the brand; explain the rationale behind the repositioning and its role within Blockbuster’s long-term business objectives; and share Blockbuster Australia’s point-of-view on the future of the industry.

As a result of the PR launch of the brand repositioning in October 2010, the US challenges had been disassociated, the business’ health was reinforced and pre-conceived perceptions on the industry and future of the business had begun to shift.

Over the months of July to November 2010, the PR campaign reached 7,278,413 online readers, 224,089 TV viewers and radio listeners and 991,255 newspaper readers – a total of 8,493,757 Australians.  Key messages were prevalent in prominent headlines, such as:

• Blockbuster adopts social hub strategy, The Australian
• Blockbuster invests in rebranding campaign, Franchising
• Blockbuster Australia leaves bankrupt US chain’s woes behind, Dynamic Business
• Blockbuster Australia gets a makeover, Retail Biz
• Blockbuster Repositioning Campaign, Sky News

Going like Blockbusters, Australian Financial Review

Don’t Be A Tosser, Bin Your Butts

Challenge: On 1 July 2007, the Victorian Government banned smoking inside licensed venues. Butt litter was expected to increase significantly unless action was taken. Cigarette litter already constituted 56% of Victoria’s litter stream. Sustainability Victoria recognised the need for a campaign to change smokers’ behaviours.

Insight: When targeting butt litter messages to smokers, the public relations campaign needed to be mindful that socially many smokers already felt persecuted. The campaign’s message couldn’t point the finger at them or lay blame. The campaign’s creative ‘Don’t be a Tosser – Bin Your Butts’, therefore used humour to capture their attention.

Following extensive research and stakeholder consultation, a campaign was developed focussing on changing smokers’ behaviour at venues identified most at risk of increased littering. Harnessing hospitality industry and local government involvement activities aimed to minimise pressure on local governments and pubs and clubs and make it easier for them to take an active role in the campaign. This included providing bin infrastructure and promoting cleanliness.

Campaign: The public relations campaign encouraged a collective approach to reducing butt litter between the smoker, licensed premises, local government and state government. Campaign toolkits were provided to pub and club owners and local government staff. An incentive scheme was introduced to encourage licensed premises to buy appropriate butt bins. Radio, bus shelter and convenience advertising and a state-wide media campaign raised awareness of the issue and kept it on the public’s agenda. ‘Butts Champs’ took to the streets handing out ‘Don’t be a Tosser’ personal ashtrays and extensive media publicity highlighted the problem and what needed to be done about it.

Results: The campaign achieved a major increase in the number of smokers binning their butts, and no increase in butt litter, demonstrating that smokers’ behaviour changed.  Butt littering behaviour fell by almost half. Independent evaluation found 73% of targeted venues actively supported the campaign and 66% of Victoria’s local governments participated in the campaign. Media publicity firmly placed the issue on the public’s agenda –212 positive electronic and print media items were achieved over four months with the majority highlighting key messages.

The public relations campaign was awarded an International Association of Business Communicators (IABC) Gold Quill Excellence Award and a Public Relations Institute of Australia Golden Target Award in the environmental category.

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