Challenge: UnitingCare NSW.ACT has been building a shared services model across their marketing and communication services over the last 18 months, as part of a strategic direction for sustainability and streamlining of the organisation. Communication and Marketing services for UnitingCare Children Young People and Families were next in line to be consolidated into this new model. UnitingCare wanted to ensure consistency of service through this transition, however did not have a clear picture of the activities currently taking place.
UnitingCare knew that an independent audit would be necessary to subjectively capture the complete picture of activities across the organisation. With a strong background in communication audits and effectiveness research, Ogilvy Impact successfully responded to the request for proposal.
Strategy: Ogilvy Impact were based onsite for the audit, to enable close working with the UnitingCare Communication and Marketing team. This also allowed us to see the organisation in action and pick up on nuances that would have been missed if working offsite. We also conducted focus groups with key stakeholders to develop deeper insights into perceptions of effectiveness of marketing and communications activities.
Although not part of the initial brief, Ogilvy Impact also undertook a survey of all the division’s employees, as it was also important to get the wider view.
Results: The combination of the completed audit, focus groups and survey gave UnitingCare a rich picture of the current marketing and communications work to be transitioned. While the initial brief was to audit, Ogilvy Impact was able to provide additional value. We identified opportunities for efficiencies through the transition, and developed recommendations of how to improve the new structure. We also provided insights into employees’ concerns about the move to a shared services model, and what they would like to see change.
As a result of this work, Ogilvy Impact has been asked to undertake a further audit and research project, to assess the rest of the organisation’s communication and marketing activities.
Challenge: An FMCG company intended to move manufacturing offshore, meaning the loss of jobs in Australia. The announcement occurred at a time when consumers, unions and media in Australia were particularly concerned about the decline of manufacturing. Careful engagement of all stakeholders was needed to maintain employee trust, minimise productivity loss, prevent industrial action, and maintain the company’s reputation and share of shopping basket.
Insight: Our strategy was to minimise negative reaction from all stakeholders through consistent messaging communicated via open, transparent dialogue, supported by well-equipped leaders who were always on-message.
Solution: Taking an ‘inside-out’ approach we ensured all communication was undertaken with care, thoroughness and sensitivity and focused first on those employees most affected. We facilitated workshops to align senior leadership around agreed key messages, and trained line managers to lead their teams through change with confidence. Our recommendation to communicate early, ensure affected employees were aware of their entitlements, and highlight benefits for the continued success of the business meant everyone felt well-informed, and trusted the organisation’s leaders as the credible source of truth on the decision.
Outcome: No adverse impact on absenteeism and productivity metrics during the transition. Employees, including those who remain in the organisation, remain positive ambassadors of the brand in their communities and in media.
Ogilvy PR Australia has announced that David Bell, Westpac’s former General Manager, Corporate Affairs and Sustainability, will join the consultancy in the newly created role of Group Managing Director, Corporate.
Mr Bell comes to Ogilvy PR following a distinguished career in communications, high-level management, corporate brand reputation and government. Prior to Westpac, Mr Bell was CEO for the Australian Bankers’ Association and has headed corporate affairs at both NRMA and Telstra, and served as Managing Director for prominent public affairs company Gavin Anderson & Kortlang (now Kreab Gavin Anderson).
In his new role Mr Bell will oversee a number of the companies and product offerings within the Ogilvy PR group, including leading public affairs company Parker & Partners, employee engagement and change communication consultancy Ogilvy Impact and sustainability communications practice OgilvyEarth.
Kieran Moore, Ogilvy PR’s CEO, welcomed Mr Bell’s appointment, which comes after a nine-month international search.
“David is a highly-credentialed practitioner who will bring an enormous amount of knowledge, insight, energy and connectivity to this role. We are delighted to have him on board to add further impetus to already strong brands,” Ms Moore said.
“The current managing directors of each of the companies will remain, but we see David’s role as drawing together our existing strong abilities in areas like thought leadership, issues and crisis, corporate reputation and housing them under one umbrella so we can offer them as a more compelling option to the market.
“We wanted someone who would be able to draw on the obvious synergies that exist between the various Ogilvy PR brands and David’s background and ability makes him the ideal candidate for such a senior role.”
Mr Bell said he was looking forward to the challenge of further enhancing Ogilvy PR’s standing as Australia’s leading agency.
“There is no agency respected more in Australia, and none with as impressive a client list,” he said. “I see this as an incredible opportunity and challenge to take a number of our brands, services and people and make them even more successful.”
Mr Bell will commence at Ogilvy PR on April 15. He will be based in Sydney but will work throughout Ogilvy’s Australian offices.
Ogilvy PR is a joint venture between WPP and STW Group, Australia’s leading marketing content and communications service group.
For further information, please contact:
Rebecca Tilly, STW PR on 0410 501 043
About Ogilvy Public Relations
Ogilvy Public Relations (Ogilvy PR) is a global, multi-disciplinary communications leader operating in more than 85 offices across six continents. In 2012, Ogilvy was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effie Global Effectiveness Index, named Public Affairs Consultancy of the Year by the Holmes Report, won Consumer Consultancy of the Year in Asia Pacific (Holmes Report), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fifth time in six years. Ogilvy PR integrates deeply with all Ogilvy & Mather disciplines (advertising, direct marketing, activation, promotional, digital and entertainment) through the proprietary Ogilvy Fusion™ approach to delivering comprehensive, business solutions through content creation, community building, and communications with measurable results. For more information, visit our Web site at www.ogilvypr.com.au or follow us on Twitter at @ogilvypraus.
The Michael Project is an inspiring new program designed by Mission Australia to provide support to homeless men, taking them out of the confines of isolation which are rife in the world of homelessness.
The final report for the project was launched on 17 April 2012, with attendees taken through the results of the research by Professor Paul Flatau, Chair in Social Investment and Impact and Director of the Centre for Social Impact at the University of Western Australia. They were also treated with special guest presenter Dr Dennis Culhane, Chair of Social Policy at the University of Pennsylvania.
The Michael Project was created with homeless men in the centre, using a range of services to ensure their quality of life was improved across as many areas as possible over the course of the 12 month program. The key was building on existing services to extend the range of support.
Mission Australia was able to demonstrate that the program could effectively save Australian taxpayers as much as $3,061 per participant.
The following three points were the focus of the project, and the reasons for its success.
- Providing temporary accommodation – leading to more long-term housing
- Providing specialist support service access – this helped to increase many of the men’s ability to earn an income and be more involved at a social level
- Providing one-to-one support from a case worker, assigned at the beginning of the project
Ogilvy Impact partnered with Mission Australia to produce a short video, bringing to life a developed infographic, for the launch of the project and to visually summarise the 69-page report. The video has been embedded into the Mission Australia page and has resulted in over 700 views, an excellent result in terms of awareness of the project and the work that Mission Australia does.
I got a Facebook message last night from an old friend (actually my first London boss) who I was delighted to hear from. Firstly, for the obvious reason – it’s nice when people get in touch – but more so because she’d read my blog (someone other than my mother emailing me about my blog is a rarity).
She’d been living and working in Spain for years until recently. She said with the recession there, her observation was that some large companies have just stopped bothering with employee engagement. A side effect of filling the work force with short terms contractors (less overhead risk) meant management perceived their need for communication to be less and subsequently their desire to invest in engagement went down. They stopped engaging people in the bigger picture.
As someone who is about to return to the UK (impeccable timing) to continue working in this field, I have to say I was slightly disheartened. Mainly because I think it reveals the knowledge still lacking in many organisations – that continuing to engage employees through the tough times, as well as the good can actually drive greater shareholder return. This is not the fluffy stuff. Getting it right can mean the difference between an organisation emerging stronger from the recession or a casualty of tough economic times. Engagement drives productivity and discretionary effort. Fact. Surely this in itself is enough for leaders to consider the advantages of continuing to communicate effectively through a down turn.
My advice to the C suite (and I say this to those in Europe as well as Australia) is yes absolutely, look at spend and be prudent, however don’t ‘cut-back’ on internal communication. It should be front and centre of your organisation during tough times. Your most powerful communication tool lies within your business – your frontline managers. Galvanise this army; equip them with the right skills, accountability and a powerful story, and you’re half way there. Enable them to have powerful conversations. Remember this should not be one way, the best employee communication is top-down, bottom-up AND horizontal, with a focus on informal influencers. Know who those go-to people are and leverage them.
As for my friend… after many years working in large and small organisations, she’s now busy avoiding mountain goats on a pair of skis in the French Alps.
As for me? Watch out UK. I come armed with a big and persuasive mission to fly the employee communication flag wherever I land (sans skis)…
By Tam Sandeman.
Ogilvy Impact, Australia’s globally award-winning employee engagement and change communication consultancy is delighted to announce the appointment of Lorie Helliwell and Mike Beckerleg as new joint managing directors.
Lorie and Mike replace Tam Sandeman who has decided to return to the UK after eight years with Ogilvy Public Relations Group of Companies – Pulse and Ogilvy Impact.
The appointments reflect a growing trend of companies recognising there is significant bottom line benefit when more focus and investment are placed on building brands from the inside out and driving strong brand ambassadorship with their people.
“With more than 15 years’ experience in the employee engagement industry, Lorie is renowned for the development and delivery of behaviour change employee programs which have driven countless business results. Together with Mike, whose significant insights from his rich experience as one of Australia’s smartest marketeers, the pair will take an already very successful and leading business to new heights,” said Kieran Moore, CEO Ogilvy Public Relations, Australia.
“Tam leaves Ogilvy Impact in tremendous shape and the new team is working in tandem with her to ensure a smooth transition period for our clients and our people.”
Lorie has been with Ogilvy Impact for over a year and was hired from the UK. She has vast experience in employee communication and prior to joining Ogilvy Impact in Australia, led in-house functions for large organisations such as BT, Telewest and Trinity Procurement, a SAB Miller company.
Mike brings 25 years’ experience on both the client and agency sides. He has overseen the brand, marketing and corporate communications divisions of such blue chip companies as Sony, Vodafone and Seiko and spent several years running Telstra, one of Australia’s largest advertising accounts.
They are both looking forward to making a strong impact…
A very big congratulations to the Ogilvy Impact team who won the Employee Communications Campaign of the Year with McDonald’s, All About Me. Pulse Communications received a Certificate of Excellence in the Consumer Launch Campaign of the Year category, for Launching Malaysia Kitchen Australia. And finally Parker & Partners’ State of Change received an honourable mention in the Corporate Publications category.
Serving as a judge on the awards panel this year, Steve Dahllof, Asia Pacific President & CEO, saw firsthand the high standard of work entered. “We are fortunate to partner with brave and bold clients. Our ‘What if?’ promise to them is to constantly challenge traditional, formulaic PR approaches and outline bold new courses of action that help keep their brands relevant and fresh to an increasingly savvy and vocal audience” said Dahllof. ‘What if?’ is a credo embraced agency-wide that gives everyone at Ogilvy PR permission to challenge the status quo and foster a culture that embraces constant change.
This is a great way to end the impressive list of 2011 award wins.
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.