The beauty of social media for consumers is that it allows them direct contact with brands. So what happens if the person behind the screen at the other end is actually a third party contracted to manage the brand’s social media strategy? Does that make the message and communication any less authentic?

I believe that the answer isn’t one or the other, rather a collaborative approach between the brand and social media experts.

I like to think of it like a winning Emmys outfit. A fabulous stylist will take their client’s personal style and brand into account when designing an A-lister outfit. They need to choose a dress that fits the celeb perfectly, that flatters and accentuates their assets, and that improves their less positive areas. A stylist will help them pair the dress with shiny accessories, killer shoes and amazing makeup and hair. At the end of the day however, it is the celebrity’s job to approve the complete look and make sure it is representative of their style and personality. It is up to them to strut down the red carpet, pose for the cameras and give witty, endearing answers to the interviewer’s questions. They are the ones who will appear on the best and worst dressed list and it is their image which is at stake.

This relationship is a perfect example of working collaboratively to achieve a successful result.

Social media is still a very new area for a lot of brands, so it is only natural for them to turn to their trusted advisors for guidance. Clients need to be confident in their agency’s understanding of the brand and messages to be able follow their advice on how to present themselves online.

At the same time I believe brands need to hold on to some control, by staying involved in the process and understanding the rules to maintain the integrity of their communication with their consumers. Just like the celebrity, it is the brand’s image and reputation that is out there when taking the leap in to social media, not the stylist agency behind it.

The warehouse was transformed into five different spaces to encapsulate various features that the Optimus offers. Pulse Communications worked with Rizer Events to execute the launch.

The five rooms consisted of a tattoo parlour, featuring a girl being tattooed, this highlighted the phone’s Google Goggles App that can recognise logos and images. It then provides a Google search result based on the findings.

A comedy lounge highlighted the phone’s social networking capabilities as comedians performed and the guests Tweeted feedback and topic requests. The music room saw renowned guitarist Peter Northcote perform as guests were able to look up song lyrics with the Optimus handsets.

The party was attended by consumer, technology and lifestyle journalists, LG partners and employees. Media attendee highlights included The Sun Herald and In Style, Appliance Retailer, Madison and Rolling Stone.

In addition guests also had the chance to rub shoulders with the stars as Pulse Communications secured the attendance of a number of high profile celebrities including sports star Lauren Eagle.

Results of the campaign to date include: 32 product related reviews and a highly coveted social pages piece in a key metro publication. An ongoing review amplification program planned for August/September.

These experiences have led me to appreciate that for the most part the waste management industry has a profoundly positive sustainability story to tell but it generally approaches the telling of these stories in a reactive manner.

I, though, am a firm believer that the positive narrative ought to be told proactively and by operating in this manner your business will thrive commercially.

Now, I’m not going to use this space to tell you about the intricacies of your own businesses, but rather to talk about what I know best: communications and public affairs.

One way to quantify the value of communicating sustainability is to ask: is it worth doing for broader reputational reasons – in other words – is it important to your stakeholders? Or, is there a risk to my organisation if we don’t communicate what we are doing in sustainability sense to our stakeholders?

A national poll recently commissioned by Parker & Partners found that 82 per cent of Australians want action on climate change now, with the majority of them wanting strong action.

It may not be the # 1, or even # 2 issue for the bulk of Australia’s suffrage in this election, but there is no doubt that whichever party can best demonstrate its commitment to taking action now on climate change will benefit from a real boost in electoral support.

This is particularly relevant for organisations whose operations have a clear physical impact upon their communities a la the waste sector.

As most readers would be aware, the visibility of an organisation’s activities is usually what drives community concern and/or media interest – with each stakeholder group utilising the other to apply pressure.
The very nature of government for example, is that it watches these groups particularly closely. Media and community pressure are important drivers of political influence. And in an industry as regulated as the waste sector, government perception is critical.

Government also has a more elevated role in ensuring the best possible legislative and regulatory frameworks are in place to deliver good public policy outcomes.

The reality is that in pursuing sound public policy in the sustainability space, there is always a stronger likelihood of government focusing on those organisations which have the largest impacts on the community – in doing so it allows them to make the most amount of difference whilst applying the least amount of burden on the community.

There are of course other stakeholder groups in addition to the aforementioned, however we’ve found that these are the core set of protagonists which organisations grapple with when identifying the opportunities and risks for communicating their sustainability track record.

Which brings us to the issue of how organisations should approach the way they communicate their sustainability activities.

There are three broad principles which I believe are vital in telling your sustainability story:

• It must be real, meaningful and authentic
• It must be demonstrable – and be able to be measured and evaluated
• It must be positioned in the context of a commitment to ongoing improvements

Obviously, organisations which don’t take their sustainability credentials seriously enough – or worse, try to pretend they are more sustainable than they actually are (the dreaded ‘greenwash’) – run the risk of attracting high levels of scrutiny from government and media, and thus damaging their brand in the eyes of their customers and the broader community

One play for the sector would be to communicate the renewable energy potential of landfill, or the decline of greenhouse emissions from the waste sector as a whole, to stakeholders and the community at large. I’ll leave the nuances to you.

That was the election that was

Political orthodoxy, the published polls, and gut feeling say Labor will be returned to power tomorrow. However this campaign has been anything other than orthodox. As many commentators have stated it’s a campaign between two opposition leaders, with Labor surrendering many of the benefits of incumbency in removing Kevin Rudd and installing Julia Gillard as Prime Minister in June.

Both leaders have had very few slip-ups of their own doing but have lost momentum at crucial times. Tony Abbott struggled to effectively sell his broadband policy and lost valuable momentum, but it was the leaks against Gillard from within her own Party that have probably been the most damaging moments of the campaign so far.

Both leaders failed to really cut through in their campaign launches, but Abbott missed the bigger opportunity to capitalise on the calamity of Labor’s second and third weeks. Gillard’s ‘web-health’ policy announcement during her launch speech played well to the ALP’s policy strengths, supporting her forward-looking rhetoric and highlighting a perceived weakness in her opponent.

The live debate was a dull dead heat, while the two ‘people’s forums’ in Rooty Hill and Red Hill were evenly split.

There is clearly an anti-Government swing on in Queensland and NSW, and although it is now a cliché, it is true that ultimately the campaign will be decided by the uniformity of that swing in those two States.

The Labor brand in both States is clearly damaged. In Queensland, the removal of Kevin Rudd has not played well, while Gillard was clearly taken aback by the strong cynicism in Western Sydney following her announcement of the Parramatta-Epping rail line. The ALP now probably regrets its decision to muddy the waters in the campaign between State and Federal issues in NSW.

Countering this is strong support for the Government (and the progressive side of politics) in Victoria and South Australia – partly due to the Gillard home town factor – which may see as many as four seats change hands from Liberal to Labor. WA could go the other way with Hasluck and Swan (notionally Labor) in play for the Coalition.

The Greens are on track to attract their highest level of support at a Federal election and are now favourites on the betting markets to win the seat of Melbourne. That the Greens hold the balance of power in the Senate after 1 July 2011 is the only certainty going in to tomorrow’s election.

The Coalition campaign has built some momentum in its final days but OTR still thinks Labor and Julia Gillard will fall over the line with a four to six seat majority.

The best of times…

The PM’s performances have been strong throughout the campaign so it is difficult to pinpoint one single best moment, however, Australians got to see the “real Julia” in the television programs Q&A and The 7PM Project, and she continued to build on these strong performances.

Tony Abbott’s victory at the “people’s forum” at the Rooty Hill RSL was a moment of strength for the Opposition Leader. His decision to literally meet people at their level played out well, setting the tone for his contribution to the question and answer session. While the margin of victory was close it showed that Tony Abbott could hold his own as a creditable alternative Prime Minister.

… the worst of times

Veteran journalist Laurie Oakes’ airing of inside cabinet information that Gillard had questioned a pension increase and paid parental leave marked the low point of the Government’s campaign. A second leak that she had reportedly sent a staff member to represent her at National Security Committee continued to provide an unwelcome distraction for the PM and overshadowed the Government’s campaign message for a number of crucial days.

The Coalition’s campaign launch was a lost opportunity for Abbott to continue to build momentum over the course of the campaign. The absence of any detailed policy coupled with a focus on personality was supposed to show the Coalition as a safe pair of hands. Instead it provoked questions about the Coalition’s policy strength. Tony Abbott’s admission later that he was not a “tech head” only encouraged the perception that he was not across the detail of his own policies.

Return engagements

It’s safe to say there has not been an Australian election in living memory where so many former party leaders played such a central role. Like once great actors who can’t bear to leave the stage, in 2010 Kevin Rudd, Mark Latham, Bob Hawke, John Howard, John Hewson, and even Andrew Peacock all took turns at upstaging the young ingénues who had taken their roles.

The most tragic player was clearly Mark Latham. Rarely has an ex-politician’s desperate and transparent need for relevance been so unmatched by their ability to achieve it. No doubt he’ll think he accomplished what he set out to do, shining the spotlight on what he now says is an empty and meaningless process. But Latham looked like a buffoon and a bruiser, and ended up committing the cardinal sin of being boring.

The best return engagement was John Hewson, whose appearances on the ABC’s top-rating (three words you don’t see together very often) Gruen Nation revealed a raconteur of some skill, and a pretty insightful commentator to boot. No doubt he’ll be looking for other media gigs to capitalise on his renewed fame.

It’s strange to say Kevin Rudd had a good campaign, but in an odd way he did. Media and public sympathy was only enhanced by his illness, and whatever the result tomorrow his reputation will come out unscathed: if the ALP wins, his late intervention will be seen as a key factor; if they don’t, his ousting will be.

Bob Hawke has now effectively replaced Gough Whitlam in the pantheon of Labor greats, while John Howard’s brief return cemented the affection and regard significant sections of the electorate still hold for him. The less said about Andrew Peacock’s ill-judged comments the better.

It’s been suggested the reason for all these special guest appearances was that neither the PM nor Opposition Leader had the gravitas to pull spotlight themselves. We’re hoping that in 2013 one of them has been on the stage long enough to grow into the leading role, and that there’s no longer a part for these distracting supporting players.

Kerry and Laurie’s Excellent Adventure

This campaign has been characterised by media outlets keeping their leading journalists at home rather than lose them to the road for five weeks. This may have been what led one media commentator to call the coverage “one of the most abysmal performances I have seen from the media”. We’re not sure if that’s true, but the line of questioning about “Mr Rabbit” surely marks a new level of triviality.

But despite all the tweets, Facebook updates and FM radio interviews, the last five weeks have clearly demonstrated the traditional media’s ongoing ability to lead the political debate, set the agenda, and completely derail a campaign when they want to.

Two pivotal journalists – Laurie Oakes and Kerry O’Brien – changed the fortunes of both parties in the campaign, throwing the Labor and Coalition campaigns off the rails in a way that demonstrated these Titans’ ability to own the media cycle: Oakes by his cabinet leaks and O’Brien with his questioning of Abbott on broadband. Both journalists were at the top of their game and left politicians on both sides in their wake.

A Funny Thing Happened on the Way to the Forum

First there were silly arguments about the format for the leaders’ debates, although what we ended up with was a forced and lifeless event. Then there was the economic debate that never was. But the most interesting new development over this campaign has clearly been the ‘people’s forums’, where Julia Gillard and Tony Abbott have been tested separately by questions without notice from voters.

In the crucial election battleground of Western Sydney, Gillard and Abbott faced a room full of swinging voters at the Rooty Hill RSL. Gillard faced a reasonably hostile audience from a pokies stool on the stage, dealing calmly with questions on the ALP factions’ involvement in Kevin Rudd’s dismissal, broken promises and bungled schemes. Abbott won the night by moving down to be amongst the people, and demonstrating his natural, folksy style with everyday Australians.

This week featured another people’s forum in another important battleground: Queensland. The forum at Brisbane Broncos Club in Red Hill used the same format as the Rooty Hill event. Both leaders positioned themselves below the podium among the people and both faced some difficult questions, Abbott on WorkChoices, broadband and election costings, Gillard on why she took away Queenslanders’ ability to determine the Prime Minister. Abbott was up first, but Gillard emerged slightly ahead according those present and media commentators.

The ABC’s Q&A debates offered viewers a different dynamic, with a mix of Labor, Liberal and swinging voters. Gillard’s polished performance was a defining moment in her campaign, producing a near perfect answer on her family status and demonstrating her sharp humour when responding to a gift of a question on Mark Latham. Abbott found the questions from the ABC’s audience more challenging, provoking a mixed response from the audience.

The people’s forums were a refreshing change from the trained political parlance practised by the press gallery and challenged the leaders to connect on a different level. We’re sure they’ll become a fixture, although the jury is still out on the need for a US-style debates commission for future campaigns.

The State(s) we’re in

The cartographer’s marks that separate the States of the Federation are often said to be accidents of history, a reminder of our colonial past that is an anachronism in our modern, borderless economy. So why are there such significant differences in the mood and temper of the state electorates? Why are those who follow Rugby League so pissed off, while those who watch AFL are so seemingly content?

Dissatisfaction with the Keneally and Bligh Governments will most likely lead to significant Labor losses in NSW and Queensland, where polling suggests they will lose four seats and eight seats respectively. Gillard has done what she can to distance herself from the NSW Government in particular. But the people of the marginal seats of Western Sydney seemingly don’t care.

The mining tax debacle and the knifing of their own PM mean the state of play in Queensland is even grimmer. The pollsters are tipping Bonner, Petrie, Leichardt, Forde, Dawson, Flynn, Dickson and possibly even Brisbane will fall to the Coaltion.

The Government will do well in progressive Victoria and possibly even South Australia, but cannot afford to lose the NT seat of Solomon. If the ALP is behind when the polls close in WA, then it’s ‘so long, farewell’ to the Gillard Government as the seats of Hasluck and Swan are tipped to swing to the Coalition.

More than Facebook and email

For all the planning and strategising done by parties before a campaign, they are unpredictable, uncontrollable events with a momentum all of their own. This was supposed to be the health and economy election, so the prominence of broadband has been a surprise to many.

The issue was a late game-changer for the Government, allowing it to promote its future-focussed bona fides against the Coalition’s apparent disinterest in the technology of tomorrow. The Coalition announced it would scrap the NBN as part of its $6 billion broadband policy, but Tony Abbott’s absence from the announcement and his later stumbles on the issue made him look out of touch and out of date.

By contrast, Julia Gillard flew to Tasmania to launch the commercial start of her $43 billion NBN, and four days later used the Labor campaign launch to link the NBN with the future health of Australians through online consultations.

Moving forward with real action

No doubt a majority of TV viewers were relieved to see the broadcast blackout kicking in on Wednesday night, especially after an intense final week of negative advertising. If you are still undecided, rest assured, online and social media advertising will continue on until tomorrow, thanks to a blackout loophole.

With the 2010 Federal Election TV advertising all wrapped up and in the can, it’s time to revisit some of the highlights and lowlights:

• First round of positive ads featuring their leaders talking about their priorities – Liberal’s Action contract ad (with that rather dated “Real Action” jingle) and Labor’s Moving Forward ad (featuring some sloppy writing).
• Labor’s series of negative advertising – Tony Abbott’s record as a health minister, economic record, and tax hikes, and “Don’t risk with Tony Abbott”.
• The Coaltion’s negative advertising saw the return of “Kevin O’Lemon”, also “Same old Labor” followed by “Same old Julia”, South Park-esque ads featuring Gillard and Keneally, Another boat and Stop Labor’s carbon tax.
• Third party advertising – with the ACTU sticking with an anti-WorkChoices theme, GetUp!’s series of commercials most notably on Abbott’s record on women’s issues, and the Association of Mining and Exploration Companies’ anti-mining tax ad.
• Perhaps the ad that generated the most buzz didn’t broadcast at all – the fake Greens ad by Republic of Everyone on Gruen Nation – If you think, vote Greens generated close to 100,000 views on YouTube.

Best quotes of the campaign

Oakes: “What do you think when I say Mark Latham?”
Gillard: “Unfortunately at the moment Laurie I think Channel Nine.”
Oakes: “Well that’s a fair cop Gov.”
- The PM and Laurie Oakes, Weekend Today, 1 August

“We really are a cross-section of the community, albeit some of the more colourful sections of the community. We’re not exactly the ‘gray suits’.”
- Fiona Patten, President of the Australian Sex Party

“Bob Hawke… had a tax summit, now if we had that today, happen before people’s eyes – ‘Oh – tax summit, imagine doing that? Imagine getting people to Canberra? Oh – why would you bother talking to anybody? Why don’t get on with leading it’ – tweet, tweet, tweet and so on.”
- The PM at yesterday’s Press Club event.

“Nice to see you Mark, and I hope you enjoy your life as a journalist.”
- The PM to Mark Latham, 7 August.

“Just as the Prime Minister says, I say as well that I’m no Bill Gates here and I don’t claim to be any kind of tech head in all of this.”
- Tony Abbott on the 7:30 Report, 10 August.

“There are some things that can’t be measured.”
- The PM on Mark Latham, Q&A, 9 August.

“Wayne Swan is to surpluses what Paris Hilton is to celibacy. They remember it once existed but they’ll never see it again.”
- Shadow Treasurer Joe Hockey, 20 July.

Melbourne, August 17, 2010

The Reputation Group will significantly extend Ogilvy’s Melbourne PR team, bringing its extensive local networks, impressive campaign successes and particularly strong social marketing capabilities into the business. Recent successes for the Victorian agency include public relations activities for the DonateLife campaign and the Melbourne and Sydney Good Food and Wine Shows.

As part of the move, The Reputation Group’s Lelde McCoy will take on the new role of Managing Director of Ogilvy PR in Melbourne.

“This is an exciting opportunity for both Ogilvy PR and The Reputation Group,” said Ogilvy PR Australia’s Group Managing Director, John Studdert.

“As the largest, most specialised agency in Australia, Ogilvy PR already offered significant expertise to our clients, not least from working closely with our partner agencies in Ogilvy Group Melbourne,” said John Studdert.

“We anticipate this combined offering will not only attract new clients and skilled industry professionals but will also become a significant value-add to our existing clients.”

“This move is a natural fit for both agencies,” said The Reputation Group’s Managing Director Lelde McCoy. “There are many synergies across the businesses. We also share a common approach to client service, delivery of award-winning work and the development and nurture of our talented creative teams.”

“By joining forces with The Reputation Group’s outstanding team, we will further consolidate Ogilvy PR’s position as the number one agency in the Asia Pacific,” added John Studdert.

Ogilvy PR is part of Ogilvy Group Melbourne and STW Group, Australia’s leading marketing content and communications services group.

Ends

For further information:

Rebecca Tilly

STW Group

0410 501 043

Go to the Ogilvy PR YouTube channel.

Ogilvy 360 Digital Influence Recruits Three Key Hires

Sydney, 13 August, 2010: Ogilvy 360 Degree Digital Influence has further expanded its social media capability with the recruitment of three new specialists into its practice.

In response to increasing client demand, Lucille Snape and Annie Hammel join the Ogilvy 360 Digital Influence team as Digital Strategists and Koby Geddes as a Digital Analyst. Lucille previously worked at Euro RSCG, Koby at OMD Australia and Annie at Hachette Filipacchi Media in the US.

The appointments come just 12 months after award-winning strategist Brian Giesen moved from Ogilvy’s 360 Digital Influence in Washington DC to head up the Australian operation, and help manage the Asia Pacific practice.

“Since the appointment of Brian our team has quickly grown to six specialists who are full-time social media practitioners,” said Graham White, Ogilvy 360 Digital Influence’s Managing Director in Australia.  “This reflects the growth, adoption and opportunity for social media in our clients’ communications programs.

“There is no doubt that Australian organisations, both public and private sector, are rushing to embrace social media,” he added.

Brian Giesen, Regional Director, Ogilvy 360 Digital Influence, said: “Social media is not just a new channel. It represents a fundamental consumer behavioural shift that requires marketers to change how they market, how they are organised and importantly how they measure success.

“Consumers get social media. But companies, by contrast, have been playing catch up,” Giesen said.  “The good news is they’re learning fast that it’s not optional and that a comprehensive strategic approach to integrate social media is essential.

“For Ogilvy, it’s of critical importance to have an expert team to guide them through it. The addition of Lucille, Annie and Koby to our existing team will further strengthen Ogilvy’s social media capabilities and our ability to deliver successful, strategic campaigns for our clients,” he said.

“We anticipate further hires in the near future,” he added.

Ogilvy PR is part of STW Group, Australia’s leading marketing content and communications services group. Ogilvy 360 Digital Influence is Ogilvy’s word of mouth marketing discipline that integrates the power of social media with digital marketing.

For more information contact:

Graham White

Managing Director, 360 Digital Influence

T: 02 8281 3810 / 0404 840 533

Companies can no longer afford to ignore discussions online about their brand. Working in partnership with The Wall Street Journal, Ogilvy’s specialized Social Media team has created a series of tutorials to help companies take those first steps.

The latest in the series, “Foursquare for Business”, will take place on August 19 at 1PM Sydney time.

Foursquare is the hottest new social media platform that is taking Australia and APAC by storm.

Part game, part social network, Foursquare allows people to “check in” wherever they are via their mobile devices, become “Mayor” of their favourite locations, and earn fun “badges” along the way.

Foursquare presents some tremendous opportunities to brands and businesses of every size. From Microsoft’s launch of Office 2010 via a Foursquare Mayor Meetup in Australia to Dominos Pizza seeing an increase in profit through a Foursquare program, this new social media platform is proving it’s worth its weight in ROI.

Join Ogilvy’s award-winning Asia-Pacific Social Media team, including Brian Giesen and Thomas Crampton for a free 30-minute online seminar powered by Citrix GoToWebinar.

Attend this live, interactive Webinar to learn:

1. What is Foursquare and why is it so addictive?
2. How do you use Foursquare to achieve a communications or business objective?
3. How should you assemble a strategy?
4. What NOT to do with Foursquare?

Space is limited for this 30-minute Webinar* and registration is required.

Sign up here http://www.asiadigitalmap.com/2010/08/foursquare-for-busines/

With the Pollute-o-Meter and detailed analysis we hope to help you see through the hot air, past the phony ballast, towards a safer landing for our overly pollution-dependent economy and its climate diplomacy.

The Climate Institute

The Climate Institute is a non-partisan, independent climate change-focused research organisation that works with community, business and government in Australia and internationally to drive innovative and effective climate change solutions.  OgilvyEarth is a Major Climate Partner, and participant in The Climate Institute’s Climate Partners Network, which is a new, dynamic corporate partnership focused on promoting business leadership in the area.  The Climate Partners represent a cross section of the economy who are working individually and collectively to promote the innovation and investment needed for Australia to be competitive in the emerging global low-carbon world.

Left to right (front): Former Ford Australia President and CEO; Bill Dix, Senator Kim Carr, Victorian Premier John Brumby, Ford Australia President and CEO; Marin Burela, and Australian Manufacturing Workers Union Federal Secretary Ian Jones

Left to right (rear): Former Ford Performance Racing driver Allan Moffat and Former Ford Australia President and CEO; Sir Brian Inglis

Ford in Australia celebrated two milestones which no other Australian vehicle manufacturer has achieved–85 years of production in Australia and 50 years of the iconic Ford Falcon.

Consumer public relations agency, Pulse was tasked with creating a campaign that celebrated the longevity of Ford and in particular, Falcon by reinforcing its significance in the hearts and minds of Australians who have embraced the car for over 50 years.

Consumer public relations agency, Pulse created two events and a tailored media strategy to generate coverage around Ford’s unique anniversaries.

Firstly, a staged media photo call was held at Ford’s Broadmeadow plant in Melbourne to celebrate the anniversary of the first Falcon rolling off the production line.

Seven Falcons including the first Falcon XK in 1960 and the latest 50th anniversary model were driven off the production line by past Ford Australia presidents, long serving employees and Ford Performance Racing drivers.

The event was witnessed by Victorian Premier, John Brumby and Senator the Hon Kim Carr, Minister for Innovation, Industry, Science and Research.

All major metro TV news crews, VIC metro newspapers and radio stations attended and one-to-one interviews were held with Marin Burela, Ford Australia President and CEO.

The same evening, a gala dinner was held at the Ford Discovery Centre (Ford’s museum) in Geelong, Melbourne to celebrate Ford’s 85th anniversary of vehicle manufacturing in Australia.

Geelong is the birthplace of Ford Australia and the dinner aimed to recreate Ford’s early years by turning back the clocks to the 1920’s.

The venue was transformed into an art deco inspired evening and featured the first Ford Model T off the production line in 1925.

Nearly 200 people attended the dinner including key Geelong Football Club members to signify Ford’s 85 year partnership with the Club.

To support the events, consumer public relations agency Pulse developed a tailored media strategy to generate in-depth news and feature coverage on the history of Ford in Australia. Feature angles included profiling Ford’s long-standing employees, the economic contribution Ford has made to Australia and the history of Falcon.

Pulse created b-roll footage using archived Ford materials to visually showcase Ford’s history in Australia. In addition to being shown at the gala dinner, the footage was used as overlay by key metro TV news programs.

To date, Pulse has reached 63 million Australians via 240 pieces of positive coverage including key pieces on Channel 7 news, Sky News, a double page spread in the Herald Sun, The Australian and Australian Financial Review.