Last week, we announced the third round Trumpet winners. The Trumpets is our formal employee recognition program launched in May 2011. Our company culture is built on our three core Values – Partnership, Learn & Grow and One Step ahead, and the program recognises values-based behaviours across the whole business – from great client work to the way we work with each other and aligned with our social and environmental commitments.
We have a client team win with Jess Smart, Tom Hunter and Klara Kalocsay, also winning the trophy were Jaquie Potter, Louise Halloran and Justine Taylor all for their excellence team work and going that extra mile for their clients. Congratulations to all.
The appointment sees Ogilvy Public Relations Australia become Microsoft’s communications agency partner for consumer, commercial, social and content programs. Fuel Communications will continue to represent Microsoft Devices (formerly Nokia).
Microsoft’s Head of Corporate Communications, Pip Arthur said: “Our aspiration going into this process was to find the best consumer PR agency partner to support some of our most loved consumer devices and services.
“The Ogilvy PR team displayed an unparalleled understanding of our business, and presented a highly creative program that we believe will strike a chord with consumers. We are looking forward to kicking this off immediately,” she said.
Ogilvy PR’s Group Managing Director, Consumer, Richard Brett said: “The Ogilvy consumer team delivers a combination of brand understanding, consumer technology expertise and innovative digital creative capability with a passion to deliver to our diverse consumer audiences.
“We created a specialist team comprising members from Ogilvy’s consumer and brand team with our skilled social and content team from Social@Ogilvy, and senior counsel from the greater Ogilvy PR Group to deliver creative campaigns,” he explained.
As a result of the move to have all of the Microsoft communications business under one Ogilvy PR umbrella, the agency has appointed Skye Lambley (currently Director at Howorth Communications, Ogilvy PR’s technology and business specialist agency) to the newly created Client Director Microsoft role, reporting directly to the CEO, Kieran Moore. She will be responsible for integrating and aligning the commercial, consumer, corporate, social and content campaigns across Microsoft Australia.
According to Ogilvy PR Australia’s CEO, Kieran Moore: “We’ll be working to ensure we have the best alignment and integration possible given that we are in this unique and enviable position of being the one communications agency for Microsoft Australia. Microsoft is at a very exciting time in its history, it has a tremendous focus on partnership and we look forward to working together and to delivering outstanding results.”
Work begins on the account immediately. Ogilvy PR Australia is a joint venture between WPP and STW, Australasia’s leading marketing content and communications group.
For more information contact: Rebecca Tilly, STW PR ph: +61 410 501 043
About Ogilvy PR Australia:
Ogilvy PR Australia is the country’s largest PR and public affairs agency with offices in Sydney, Canberra and Melbourne. It is 51% owned by WPP and 49% owned by STW. For more information, visit our Website at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
Sydney, July 1, 2014: Ogilvy Public Relations Australia, part of STW Group, has launched its proprietary measurement system, Impact4, which offers its clients and organisations over 70 different tools and techniques to measure public relations and communication campaigns.
It combines the very latest measurement techniques, analysis software and tools, with a mathematical thread that allows Ogilvy PR Australia to be the first public relations consultancy in Australia to offer a unique combination of predictive analytics, statistical outcome modelling, independent analysis and integrated search optimisation methodology.
Impact 4 supports AMEC’s Barcelona Principles on measurement and is based on four specific principles. First it is built on a bespoke framework of different measures, allowing clients to build their own unique model. Secondly, it offers clients a fully graphic dashboard interface to analyse, in real time, the results of the campaign. Thirdly it is based around a constant quarterly cycle of review and insight based learning, and lastly and most importantly, it is powered by and built with, a relationship with Metrica (a global media analysis and media evaluation consultancy headquartered in London), allowing fully independent measurement across all Ogilvy Public Relations Australia clients.
Impact4 is organised into four groups of measurement:
Success is agreed at the beginning of each campaign or year with a number of proprietary tools including the Impact4 Scorecard and Impact4 Measurement Matrix. KPIs across communications outputs, out-takes and business outcomes are all set and agreed during this phase.
A full suite of statistical correlation techniques is offered which allows Ogilvy Public Relations to directly understand how a campaign makes an impact to a client’s business. Out-takes and outputs are correlated to business results via regression and correlation techniques. Finally, predictive analytics tools are offered to allow the agency to accurately predict the increase in revenue and sales of a campaign.
A full suite of communication out-take measures are offered, including awareness change, attitude change and propensity. A full suite of social media measures, powered by twelve different social analytics tools also forms part of the offer. The agency is also including a fully integrated complement of SEO tools within Impact4.
A full range of campaign output measures, analysed independently by Metrica, is grouped into four levels, and includes over 50 different ways to measure a campaign’s quantity and quality. Part of the system can score the quality and quantity of a campaign in a single number (Impact Points), allowing an easy and simple way to track a campaign over time.
Kieran Moore, CEO Ogilvy Public Relations Australia said: “The launch of Impact4 reflects Ogilvy Public Relations’ new global standards for measurement and builds on our commitment to offer a state of the art measurement offering. Our clients are sophisticated. They need hard data and together we need to measure the impact of our work. We have gone above and beyond with Impact4 and we are excited to launch it,” she said.
Richard Brett, Group Managing Director, Consumer, Ogilvy Public Relations Australia, who led the development of Impact4 for the agency said: “Impact4 puts all of our measurement knowledge in one place, combining the very best tools and techniques from around the world in both social and traditional media analytics. And, because it is fully tailored specifically for each client need, it allows clients to have a measurement tool that is both insightful and real time.”
The agency’s new system follows an eight month internal build process and client review.
Ogilvy PR is a joint venture between WPP and STW Group, Australia’s leading marketing and communications service group.
Notes to Editors
- Impact4 has been designed to fully comply with Association of Measurement and Evaluation in Communication’s seven Barcelona Principles agreed in 2010.
- Impact4 is a trademark of Ogilvy Public Relations Australia and its other trading brands including Pulse Communications, Howorth Communications, Ogilvy Impact, Parker & Partners and Ogilvy Public Relations Health.
- The social tools offered within Impact4 include: Radar, SocialBakers, GroupHigh, Sysomos, SEOMoz, Klout, GoogleAnalytics, PeerIndex, Radian6, SEMRush, Net Promoter Score, SproutSocial, BuzzNumbers, Edgerank Checker. Unmetric.
- Impact4 out-takes are measured in partnership with Added Value, AMR and Yellow Square.
For further information please contact Rebecca Tilly, STW PR on 0410 501 043
About Ogilvy PR Australia:
Ogilvy PR Australia is the country’s largest PR and public affairs agency with offices in Sydney, Canberra and Melbourne. It is 51% owned by WPP and 49% owned by STW. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
Using his talents with graffiti art, Bede and a mate transformed our kitchen and hangout, transforming a massive white wall from a blank canvas into a work of art.
“Everyone has creativity in them,” said Kieran Moore, CEO Ogilvy PR Australia. “Whether you work in internal comms, government relations, healthcare, B2B, social and content or consumer PR, we are asked by your clients and colleagues to be creative every day.”
Thanks to Bede for brightening up the teams day (every day).
With seven entries from across the business, the works created included:
- Bringing Ideas to Life- explored the abstract notion of what is central to Ogilvy’s business
- Henna night – A beautifully hand painted light bulb representing the designs you would see on females hands at an Indian wedding,
- Light through the ages – A Light sculpture and poem displaying the transformation of light throughout the ages
- Face Value – Encouraging the concept you should never judge a book by its cover.
- The texture of Light – A scientific approach to the theme of light.
- Palm Springs from Light – An abstract light installation; and
- A photograph accompanied by a poem displaying art created from a light bulb.
Congratulations for the creators of this work: Yianni Konstantopoulos, Suzrin Singh, Helen Frost, Carly Vale, Emilio Robles, Kieran Moore and Danielle Zhu.
The Australian Media and Communications sector via journalism, public relations, advertising and corporate / government communications holds considerable power and influence in shaping our society, culture, views and decisions. As such it is imperative there is diversity at the senior level of all media and communications organisations and departments to ensure the messages that are communicated are representative and reflective of our diverse population. While there has been some improvement in recent times, there is still some way to go before gender diversity is seen across the board in media and communications due to a diverse array of challenges still existing.
Kieran Moore, CEO Ogilvy PR will present Mentoring – “The key to creating influential leaders?” She will also take part in an interactive panel discussion – “Highly effective women – Juggling your personal and professional goals and obligations”
Click here to read more about the summit and to register your seat.
The Walkley foundation enhances its social media capabilities via partnership with Ogilvy PR Australia
Sydney: May 8, 2014 - In a unique collaboration between communicators, The Walkley Foundation for Journalism has partnered with Ogilvy PR Australia to provide the Foundation with the social media skills and capability to better reach a wider, more Internet-savvy audience.
Utilising the agency’s award winning Social@Ogilvy offering to augment its social media communications reach and capabilities, the Walkley Foundation will in turn give Ogilvy PR access to a broad array of educational conferences and events for its 100-plus staff across the nation, Ogilvy PR Australia CEO Kieran Moore said.
Ms. Moore said the partnership recognised Ogilvy’s contribution in supporting The Walkley Foundation to adapt its communications strategies in a rapidly changing media landscape and enable it to continue its outstanding work in furthering excellence in journalism.
“We are very proud to be associated with The Walkley Foundation, an organisation that has become synonymous with the development and promotion of excellence in journalism nationally,” said Ms. Moore.
“Our initial foray will be around the Foundation’s campaign to promote and highlight press freedom and equality locally and globally, as well as campaigns around the advancement of women working in the media.
“Importantly, we feel that by supporting the Foundation in this way we also underscore Ogilvy’s commitment to outstanding reporting, which is in itself is a core element that ensures the continuity of Australia’s strong and vibrant democracy via informed debate and insight.”
The Walkley Foundation director Jacqueline Park said the new partnership presented a valuable ongoing opportunity to inform the broader community about the importance of journalism.
“The Walkley Foundation welcomes Ogilvy’s assistance in helping us to use our best assets to reach and engage a wide audience,” Ms Park said.
“With Ogilvy PR’s excellent skills and industry experience, we are confident of advancing these important campaigns.”
For further information, please contact:
Sandra Renowden, STW PR on 0403 823 218
Challenge: In spite of storied history and impressive track record of delivering independent and scientifically significant reports since 2005, the general public’s attitude of the importance of ‘climate change’ and ‘climate science’ has been on the decline in Australia in recent years. This, coupled with a rise in the politicisation of the issue during an election year, led to a situation where The Climate Institute was having an increasingly difficult time mobilising stakeholder groups and convincing the general public of the importance of taking small actions to achieve a more sustainable and less-carbon dependent economy. And because the organisation is so focused on producing world-class scientific research, they weren’t in a position to be able to allocate resources to ensure their communications efforts were adapting to an ever-increasing social and digital communications model.
Strategy: Ogilvy Public Relations has supported The Climate Institute through a strategic communications partnership for the past several years, offering the Institute an integrated team that spans their media, policy, communications, and events activities. In 2013, Ogilvy recognised that one of the critical areas where The Climate Institute was most vulnerable was across its digital and social media efforts. To ensure that a series of upcoming Institute report releases and high-profile events were strongly attended, by both the general public as well as relevant climate stakeholders across government and industry, the Social@Ogilvy team embarked on a two-pronged strategy to better understand the social listening related to climate change in Australia (and how to best position The Climate Institute to participate in those conversations) and to develop a targeted influencer strategy that could greatly amplify the Institute’s thought leadership and positioning.
Results: Across a four month period (between mid-August 2013 and mid-January 2014), the Social@Ogilvy team worked closely with The Climate Institute to develop and execute two separate live events, that were also amplified in real-time via social media. The first event, dubbed “Climate of the Nation”, served as a mini-debate to take advantage of the impeding election and featured renown climatologist Dr. Graeme Pearman and researcher John Scales on 29th of August. The event was moderated by The Climate Institute CEO John Connor. In addition to the max capacity 85 attendees that joined in person (media, bloggers, government policy makers), the event was live-broadcast on twitter where questions were sourced from the platform and photos were shared in real-time. The #ClimateNation hashtag was used approximately 360 times during the 60-minute event and reached approximately 415,203 Australian twitter users (approximately 20% of the entire Australian twitter community at the time). The event’s social footprint was so successful that morning that the hastag was trending across Sydney for the majority of the morning. In addition to the Climate of the Nation Event, social@ogilvy also partnered with the Institute to run another event focusing on sustainable investment in the Australian Superannuation sector. During that 60 minute session, the Institute reached over 312,000 twitter users through 182 mentions of the #ClimateSmartSuper hashtag. Overall, twitter has proved to be an effective channel for The Climate Institute in reaching and engaging new audiences. On top of simple growth of the account, there has been a positive shift in sentiment and engagement as well. During the four month period, the twitter channel grew approximately 19.5% from 6775 ‘followers’ in August to 8093 in February.
But what type of person are we when we’re leading?
My very first PR agency boss, a kind-hearted Lancashire man back in England, gave me a bit of his wisdom that has stuck with me. He said: “Employees will often forget what you say. They will often forget what you do. But they will never forget how you made them feel.”
He was so bloody right …..
Click here to read more.
Challenge: In 2012, not-for-profit organisation febfast engaged Ogilvy PR to raise awareness and drive participation in the 2013 febfast campaign which encourages people to give up alcohol for a month and raise money to support young Australians affected by drug and alcohol issues.
Given the extreme media fatigue around thematic months such as Facebook Free February, not to mention other dry months such as Dry July and Ocsober, we faced a number of challenges in promoting the cause. Furthermore, investigation by febfast suggested that although many people actually participated in febfast, they did so unofficially and without registering. In addition to media fatigue and converting unofficial participants, previous campaigns indicated that there was only a very small window of opportunity to drive a large amount of registrations. With Australia Day marking the end of the silly season, a majority of Australians would not consider signing up until after the festivities, leaving only 5 days to drive registrations before February.
Furthermore, on the day of our official launch, the floods in Queensland had reached a crisis point and only a few days later, Julia Gillard announced to the nation the election date, both of which dominated media coverage nationally.
Strategy: Our strategy ensured continuous and consistent coverage throughout the month of January leading up to the official national launch of febfast on the 28th, allowing us to capitalise on the nation’s collective Australia Day long weekend hangover and to leverage the small window of opportunity we had to drive a high number of registrations.
We surveyed over 1000 Australians on their attitudes towards drinking and their favourite and strangest hangover cures. As part of a two-pronged approach we released statistics regarding generational attitudes to drinking and Australia Day prior to the long weekend and then officially launched on the 28th releasing Australia’s favourite and strangest hangover cures.
Results: The campaign continues until the end of February, with participants still able to register and also the launch of ‘half-arsed febfast’ a 14 day version of the 28 day challenge.
To date, a total of 278 pieces of coverage have appeared locally and nationally through radio, print, TV and online.