Sydney – May 16, 2013: Yianni Konstantopoulos, former strategy and business development leader at Washington DC agency Blue State Digital, will join Ogilvy Public Relations (PR) Australia in the newly-created role of Group Managing Director for social@Ogilvy in July 2013.
The appointment follows an extensive international search for one of the most sought-after social and digital media positions in Australia. Yianni joins Ogilvy PR from Blue State Digital, which is one of the world’s leading digital strategy agencies with clients across nonprofits, brands and campaigns to build communities that take action.
Ogilvy PR/Australia CEO Kieran Moore said the appointment followed an exhaustive process.
“It was vital that we got the right person to fill this position. The digital space is one which has changed and grown enormously over the past few years and we wanted to ensure that social@Ogilvy continued to lead Australia. Yianni is well-suited to help our clients fully leverage social media to build their businesses – from marketing, communications, CRM, sales enablement and shopper marketing,” Moore said.
“We needed someone who could work with a client list that includes many of the world’s biggest brands and lead and inspire our outstanding team. Yianni’s career shows he is that person and we’re absolutely delighted to welcome him to Ogilvy PR. We look forward to him not only continuing the great work that Social@Ogilvy is doing but to really shaking up the digital space in Australia,” she continued.
Konstantopoulos will work with the wider Ogilvy & Mather family to provide world leading social media solutions, including social consulting, social listening, social media marketing and communications, measurement, social shopping, social care and social selling.
“Ogilvy PR already has some of the world’s and Australia’s biggest brands among its client roster and I’m looking to using our collective digital expertise to create innovative campaigns that excite the public and align with clients’ business and communication objectives,” said Yianni . “At the end of the day, it’s about engagement and impact and I’m thrilled to join the Ogilvy PR team who share that perspective.”
Before joining Blue State Digital, Yianni held senior positions at Washington creative design studio, Avendi Media and international executive search firm Heidrick & Struggles. He has also consulted to both the World Bank and the United Nations.
social@Ogilvy is part of Ogilvy PR Australia, a joint venture between WPP and STW Group, Australia’s leading marketing content and communications group.
For more information contact: Sandra Renowden STW Group
Ph: +61 403 823 218
social@Ogilvy is the largest social media marketing communications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions – Listening and Analytics; Social Business Solutions; Social Media Marketing and Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visit social.ogilvy.com and connect with us at www.facebook.com/socialogilvy, www.twitter.com/socialogilvy, www.slideshare.com/socialogilvy or visit our Twitter profile @socialogilvyau
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. Ogilvy PR is a unit of Ogilvy & Mather, a WPP company (NASDAQ: WPPGY), and one of the largest marketing communications companies in the world. For more information, visit our website at www.ogilvypr.com or follow us on Twitter at @ogilvypr.
In the recent edition of Boss Magazine in the AFR an article entitled ‘How to avoid social media death’ explored the reticence behind social media adoption and provided a few handy tips on getting started and mastering the art of social communication in the digital age.
According to the article, only four of the top 100 ASX listed companies had CEO or MDs who had an active Twitter presence – News Corp’s Rupert Murdoch, Wesfarmer’s Richard Goyder, Bank of Queensland’s Stuart Grimshaw and Atlas Iron’s Ken Brinsden.
As the article rightly points out, social media isn’t just about brand awareness stating that “those who get involved in Twitter and other social media will reap intangible but real benefits from being closer to their customers base and ahead of the curve on emerging trends. They will also have the chance to elevate their personal brand and their company’s reputation by displaying a human face”.
So, why such unwillingness amongst Australia’s key business decision makers? The single biggest obstacle for executives looking to become more socially savvy is having the appropriate social media knowledge, time or technical skills. Too often executives will simply put social media in the too hard basket – “it’s not for me”, “there isn’t any value in it”, “I just don’t have the time to tweet”, “people don’t want to know when I’m brushing my teeth”.
A degree of reluctance is understandable. Social media is not the easiest medium to understand not least of all because of constant state of change, new and emerging tools and the omnipresent risk of doing significant organisational and personal brand damage.
As a Queensland recruiting executive recently found out, it is very difficult to divorce a personal account from your professional career. The recruiter posted abusive messages on Twitter directed at radio personality Wendy Harmer. The executive was forced to publicly apologise and his online ‘spat’ resulted in news coverage across a variety of online outlets.
Through knowledge sharing, training and a companywide adoption, CEOs can ingrain social media into their everyday business thinking and activities.
Social media training should be a mandatory requirement for executives and senior management. It does not necessarily need to be a precursor to establishing a presence but at the very least it will give those who are charged with critical decision making the basic knowledge on how social media can affect a business from sales to thought leadership and everything in between.
Those executives who have mastered the art of social media communication have usually undertaken some form of training or digital eminence course.
Executives can undertake a simple three pronged approach to better understand and utilise social media tools:
- Understand the landscape – who is your audience, where are they and what are they saying
- Create content that is relevant to the audience – what insight can I provide that will add value to the audience and properly reflect my business and position
- Begin to engage with the audience through informed and friendly dialogue, providing personal experience and business insight
Social media is not the natural domain of Australia’s business elite. But those who master it sooner, undertake the necessary training and seek to readily engage with the community, will quickly find a competitive advantage and some very addictive tools!
By Thomas Tudehope social@ogilvy
Kieran Moore From:The Australian April 29, 2013 12:00AM
A RECENT article in The Australian’s Media section spoke of how entry-level salaries in the advertising industry were paying no more than they did a decade ago, failing to keep pace with inflation and driving young talent to other industries.
Fortunately, things are somewhat better in public relations.
While most in the advertising and public relations industries would agree that things are relatively tough out there, the smart agencies decided many years ago that salaries were only one element to having an engaged team.
Paying below par is crazy – firstly, because you don’t attract the best and brightest and, secondly, if you do manage to attract them they disappear pretty quickly. Once the word gets around, you find the people you have spent time and money nurturing and teaching will be lured off by big money offers as fully, or at least partly, formed practitioners.
The old adage “pay peanuts and you get monkeys” still remains true.
The smart move is to benchmark salaries against industry norms and offer a good salary commensurate with the person’s experience.
It’s an exciting time to be in the industry. The digital landscape changes on an almost daily basis. With the rise of mobile, digital and social media public relations practitioners are an integral part of marketing strategies on every level. We expect even our entry level starters to have a skill set which wasn’t invented a few short years ago. It’s simply short-sighted to expect highly skilled and smart operators to come with a low price tag.
High turnover is costly, both in monetary and morale terms, and most smart organisations realise it’s the quickest way to the bottom.
But I am also firmly of the view that the people who work only for the money are usually the ones that you are generally happiest to wave goodbye. Sure, they have to be paid in line with their peers but experience has shown that it is other, less tangible, things that keep the good ones working harder than I sometimes think we have a right to ask.
If you aspire to attract the best and the brightest and expect a lot of your people, then start offering a lot. But, and I think this is crux of the issue, I suspect the best and the brightest also want to know that there’s some sort of a deal going on: we expect them to perform and they expect us to do more than just pay them. Most people want to be challenged and to be allowed to challenge. They want to be trained and mentored from when they start and even as they move up the ranks. They want to work bloody hard but still have plenty of fun.
Recently I was involved in some research on Gen Ys – the group born after 1980 who people decry as being commitment phobic – and found that when asked which factors would put them off a potential employer, the top deal-breaker, with 88.4 per cent, was if a company didn’t offer a competitive salary but in second and third were if the company did not make an effort to be environmentally responsible (77.5 per cent) and if the company did not make an effort to engage with the community (64.5 per cent).
Respondents were also asked if they would consider changing employers if they discovered the company they worked for was being socially or environmentally irresponsible, to which 68.8 per cent answered “yes”.
The research is far from definitive but backs up the findings of other researchers who have consistently found that younger workers are looking for more than just cash.
In my opinion, I believe the best and the brightest also relish the opportunity to work on the biggest brands and the most exciting campaigns. And when they leave – and some of them do, and sometimes for big money offers – they want to know that they are much better off for the experience. And, if we are lucky, they come back with more experience and a broader outlook on life.
The corporates call it an Employee Value Proposition – but really, it is just good business.
Kieran Moore is the Australian chief executive of Ogilvy Public Relations
Moore unveiled the company’s EVP on Tuesday (April 23), explaining to the Ogilvy PR team that it was seen as the way to inform current and prospective employees of the values and expectations that Ogilvy PR had of its employees and of what values and benefits the employees could expect in return – the give and the get.
“It’s how we position ourselves as an employer so we continue to attract, engage and retain the best people,” Moore said. “It’s at the heart of what makes us stand out among PR consultancies in Australia. It’s supported by our values and our vision and it clearly calls out the kind of people who will thrive and enjoy their time here.”
Moore also unveiled an Employee Benefits Booklet which outlined the “get” part of the deal and stressed to staff that the EVP was a “living policy” designed to be updated and improved through on-going feedback.
Ogilvy PR is currently aligning all its processes and actions with the four pillars of the EVP: Grow, Know, Mojo and Show.
‘Grow’ outlines to employees the opportunities for learning and professional growth within the company – opportunities which come from fellow employees, from the international Ogilvy network, from clients and from the organisation’s regular lunchtime lecture program.
“Know” represents the need for employees to work hard, to challenge themselves, to be creative and curious, to question and collaborate.
“Mojo” is the buzz and benefits of working for a family of boutique agencies under the umbrella of a national and international network, while “Show” represents the time taken to nurture relationships with colleagues, clients and the community, along with the recognition and excitement that comes from great work.
As Moore says: “At Ogilvy PR we take our work seriously, but we don’t take ourselves too seriously.”
The second annual report, by executive search firm Salt & Shein, resulted from on-line surveys in December of 324 mainly-Sydney-based in-house corporate affairs professionals. There were plenty of interesting findings but what surprised me were the responses to a couple of questions.
The first was when people were asked to nominate the most significant issue they thought they would have to deal with as a communicator in 2013 and beyond. The clear leader in the concern stakes was social media, which, when variations on it were added, came to 36 per cent of responses. To give some idea of the gap, the second biggest coming concern was dealing with flat or reduced budgets and resources, and that came in at 8 per cent.
In response to another question, an overwhelming 75 per cent said they believed that the role of social media had become more important over the past year. Nothing too surprising in those findings, except when you compare those concerns with company action.
Despite the communications experts’ fears, just over 50 per cent reported that their organisations had committed no dedicated resources to social and digital media, a similar figure to last year. Of the 44 per cent who said they did have social media resources, the average team consisted of 1-2 staff.
The phrase ‘accident waiting to happen’ springs to mind.
In 2013, Ogilvy PR is holding a festival of creativity. It’s a festival that will celebrate the creativity of our amazing people in a fun and interactive way.
Building on 2012’s film competition, Ogilvid, SHO+ will open the business to individual forms of creativity. Whether it is through film making, writing, music or photography, each person will be tasked with creating something unique to them to showcase to the rest of the company.
At the end of each month we’ll showcase the submissions and the company will vote. All monthly winners will then be up for the grand prize in September.
We’re looking forward to sharing our stories with each other and discovering hidden talents.
Arli Miller joins P&P immediately in the role of Associate Director based in Sydney. Arli brings strong expertise and connections across the healthcare industry, particularly with the pharmaceutical industry, health consumer groups, policy makers, peak bodies and advocacy groups. She is charged with providing strategic public affairs council to organisations across the spectrum of Australia’s health and pharmaceutical sectors.
“Arli is a great addition to the team,” said Mathew Jones, Managing Director, Parker & Partners. “Having worked within the pharmaceutical industry for many years, Arli’s appointment offers current and prospective clients an enviable level of understanding and insight into the complex health policy and regulatory environment.
“Arli’s appointment complements P&P’s already renowned public affairs expertise in heath including policy, reimbursement and regulatory strategies, issues and crisis management, company credentialing, product, therapy and disease-state profiling, stakeholder engagement and policy and government market analysis,” he said.
Arli brings to P&P a wealth of knowledge in health, having worked most recently within the pharmaceutical and NGO sector. Most recently she worked at Eli Lilly Australia (Lilly) and GlaxoSmithKline in the Corporate Affairs functions. Prior to her work in the pharmaceutical industry Arli headed the media and communication function at MS Australia – the peak body representing the interests of people living with multiple sclerosis.
Whilst at Lilly, Arli developed a number of innovative stakeholder engagement programs, including a program to encourage consumer engagement in health technology assessment. She was also an enthusiastic member of the Medicines Australia Health Consumer Organisation Working Group and is still an active participant within the Health Technology Australia partnership.
“As the pharmaceutical sector has become more highly regulated and scrutinised, it’s vital that practitioners have both the right connections and relationships and the strategic know-how and creativity to help drive clients’ agendas forward,” Mr Jones said.
“Arli has both of those attributes in spades, and we’re looking forward to the value she will bring to new and prospective clients.”
Ogilvy Public Relations is a joint venture between WPP and STW Group, Australia’s leading marketing content and communication services group.
In November we helped Activision launch Call of Duty: Black Ops II, the biggest selling entertainment product of all time. Sometimes when you launch a product the work ends there – in the world of gaming, the mission has only just begun.
With the evolution of gaming online, publishers are now looking to keep the momentum alive with what is known as DLC – downloadable content. DLC allows gamers to take their gaming experience and inject it with new life. Revolution, the first Black Ops II DLC drop in 2013 gives players access to four new maps, a new weapon – The Peacekeeper, and for the first time ever they can play their favourite game as a Zombie.
To help Activision get their core gaming audience excited about the January 30th Revolution launch on Xbox360, we engaged one of Australia’s most influential gamers, a man by the name of Champ Chong.
Champ Chong is an online oracle for Aussie gamers, an expert gamer with all the latest news, reviews and developments in the gaming world. Champ Chong loves the Call of Duty franchise, and jumped at the chance to help get the word out about Revolution.
With 300,000 subscribers to his YouTube channel we took our announcement and bought it life for his army of viewers. Working With Champ Chong we organised a special FX makeup expert to transform him into a Zombie for his show. The clip looked awesome, and as you’d expect things got a little messy.
View CLIP: http://www.youtube.com/user/ChampChong
Over 58 thousand viewers and counting have checked out the clip, and Champ Chong has posted regular updates on both his Facebook page (14,526 fans) as well as his Twitter handle (26,767 followers). The activity was a way to get news of the DLC drop to the game’s core audience in a fun, compelling way – and the results speak for themselves.
SYDNEY, February 4, 2013 – Ogilvy Public Relations (Ogilvy PR) today announced the launch of a new global digital influence service called Digital Influence for B2B, designed to help business-to-business (B2B) companies adapt to the changes that have occurred in how B2B buyers are seeking information and opinions of others when considering a purchase.
The new service for driving awareness and sales consideration is led by an integrated, global team of specialists including:
- B2B communications experts
- Social media experts
- Sales enablement experts
“B2B companies, especially B2B technology companies, are inherently sales-driven organisations. Social media has undeniably changed the B2B buying process as much as it has impacted the B2C process,” said Graham White, Managing Director of Howorth, the Australian technology specialist agency at Ogilvy PR.
“Globally, we saw a need to evolve and expand our existing B2B social media efforts into an integrated offering that reflects today’s B2B buyer behaviors and puts brands in the best possible position to be considered at a variety of touch-points along the customer journey.”
The Digital Influence for B2B buyer journey-based service launches with six solutions:
- Content driven thought leadership
- Search and content optimisation
- Socially enabled sales force
- Community marketing
- Influencer engagement and activation
- Social product marketing
“We know that B2B buyers are seeking information, opinions and the experiences of others before they initiate contact with sales teams. With today’s B2B buyer journey it is critical that communications, sales and marketing come together and use innovative social practices to build profitable customer relationships,” said John Bell, Global Managing Director, Social@Ogilvy. “With our new, integrated B2B social communications team, we have methods and tools to effectively connect socially-enabled communications with meaningful sales-related goals.”
The new offering is firmly grounded in the B2B customer journey, and an appreciation of how it has changed with the advancement of digital communications and social media. One dramatic change for sales organisations is that the average B2B IT buyer needs to consume five pieces of content before they are ready to speak to sales. (source: IDG Enterprise Customer Engagement Research, 2012). This speaks to the critical nature of quality content that is optimised for organic search.
In addition, 82 per cent of B2B technology decision makers say colleagues within their organisation influence their purchase decision-making process. (source: Forrester Research, Inc., 2011 Social Technographics for Business Technology Buyers, October 2011). This highlights an untapped opportunity for many B2B organisations to expand development of advocacy programs in social media to share the opinions of employees, customers and partners.
The interdisciplinary team includes Ogilvy PR’s technology agency, Howorth, Social@Ogilvy and OgilvyOne. The team’s combined experience provides clients with unmatched understanding of the roles that content, customer sentiment and endorsement, and channel uniquely play within B2B environments.
Ogilvy’s Digital Influence for B2B service is unique and valuable to clients because it offers:
- The Social Media Engagement Approach refined by Social@Ogilvy over the last eight years.
- A Deep Understanding of the Unique B2B Marketing and SalesEnvironment honed over 25 years of work in B2B across Ogilvy PR’s Technology Practice, Howorth and OgilvyOne.
- A Global Network of Social and B2B Expertise with Ogilvy PR and Social@Ogilvy professionals.
- A Content Strategy to align marketing and sales content with customer needs along the buyer journey.
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 80 offices across six continents. In 2011, Ogilvy won more Cannes PR Lions than any other agency worldwide, was named Global Digital/Social Consultancy of the Year by the Holmes Report, won Specialist Agency of the Year in Asia Pacific (Campaign Asia), and won the WPP global, top award (WPPed Cream, Crème de la Crème) for the fourth time in five 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.
Sydney, November 29, 2012: Kimberly-Clark Australia, along with Ogilvy PR (Pulse Communications and Social@Ogilvy), has taken the top honours at the 2012 Forest Stewardship Council of Australia’s Annual Excellence Awards for Campaign of the Year with the Kleenex® Cottonelle® “Pin to Make a Difference” campaign.
The Forest Stewardship Council (FSC®) Awards reward and recognise the best marketing and promotional campaigns to promote the FSC® certification system, the world’s most rigorous environmental and social standard for responsible forest management. The awards aim to create a marketplace that fosters environmentally appropriate, socially beneficial and the economically viable management of the world’s forests.
Deborah Bauer, General Manager Family Care, Kimberly-Clark Australia, said “We are delighted to receive this prestigious award and it is reflective of our ongoing commitment to creating sustainably sourced products. By partnering with social phenomenon Pinterest, we were able to make sustainability more meaningful for mums by making it fun and relevant by providing practical tips on what they could do.”
OgilvyEarth Managing Director, Andrew Ure, said “Winning the FSC® Campaign of the Year for “Pin to Make a Difference” is testament to Ogilvy’s reputation as the leader in digital and social media and sustainability communications. We’re incredibly proud of the team’s innovation and creative thinking in this space.”
The “Pin to Make a Difference” campaign was developed to create awareness of the Kleenex® Cottonelle® brand’s gold standard sustainability credentials as the first toilet tissue in the market to gain FSC® accreditation and Australia’s only toilet tissue brand endorsed by WWF.
Hosted by Kleenex® Cottonelle® and involving WWF and FSC®, the “Pin to Make a Difference” campaign was one of the first in Australia to leverage the social networking phenomenon, Pinterest, via an event aimed at educating mothers on making a sustainable difference in the home. It focused on driving conversations about how mums can take small steps in the home every day, like choosing sustainable products in her weekly shop, in order to make a difference and feel good about doing her bit.
The campaigned reached in excess of five million Australians across all targeted mum media channels and it increased conversations in Australia about sustainability in and around the home by 1,100%+. Social conversations about Kimberly-Clark increased by 475% and reached 1.2 million Australians via Twitter. Overall, the campaign reinforced the Kleenex® Cottonelle® brand’s loyalty with mums and the brand was lauded as a Top 10 brand using Pinterest by Marketing Magazine.
For more information contact: Rebecca Tilly, STW PR, ph: +61 410 501 043
OgilvyEarth is Australia’s leading sustainability communications practice and is part of Ogilvy PR Australia. OgilvyEarth brings together the art and science of effective communication to help build the business case for sustainability.
OgilvyEarth works with multi-national and local companies, NGOs, and governments to showcase their sustainability credentials. OgilvyEarth helps organizations articulate their role in the community and demonstrate the value of their social and environmental activities to customers, employees, investors and other stakeholders. OgilvyEarth believes that doing good, is good business.
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. For more information, visit our website at www.ogilvypr.com.au or follow us on Twitter at @ ogilvypraus.
About the Love Your Forests Campaign http://loveyourforests.org/
- In the past 10 years more than 1.3 million square kilometres of the world’s forests have been destroyed – an area roughly the size of Tasmania every six months. Most of these forests were biologically-rich tropical forests and home to such animals as orang-utans, tigers, and gorillas. Some of this logging is also illegal – it has been estimated that Australia imports more than $400 million worth of illegal timber and wood products each year.
- Love Your Forests is a way to help consumers choose products with FSC® Certification to help stop this destruction.
About FSC® Certification www.FSC®australia.org
- FSC® certificationis internationally recognised as the world’s most rigorous environmental and social standard for responsible forest management.
- The wood sourced to produce Kleenex Cottonelle is from forests responsibly managed so they don’t destroy the habitats of protected species
- Kimberly-Clark is a global leader in “Essentials for a better life” in Consumer, B2B and Health Care markets.
- Kimberly-Clark Australia (KCA) is headquartered at Milsons Point, Sydney NSW.
- The company markets leading brands including KLEENEX® products, HUGGIES® products, the KOTEX® , POISE® and DEPEND® ranges, and VIVA® paper towel.
- Kimberly-Clark Professional and Kimberly-Clark Health Care represent the company’s B2B businesses.
- KCA employs over 1500 employees in Australia and operations include:
- Millicent & Mill: Kleenex® Tissue, Kleenex® Cottonelle® Bath Tissue, and Viva® Products
- Albury Mill: Nonwoven products, eg used in Huggies® Nappies
- Ingleburn Mill: Huggies® Nappies
- Distribution centres and sales offices in major capital centres
- For further information visit www.kca.com.au
- Pinterest http://pinterest.com/klnxcottonelle/
® Registered trademark Kimberly-Clark Worldwide, inc.