With 10 entries from across the business, the works created and displayed included:
New Kids On the Block, image captured by a ‘Grandfather of imaging’ – a Polaroid SX-70 camera; a story of Woofgang, the naughty puppy sharing the first 12 months of his life via a movie; a DJ mix called Sho+ Not NKOTB Mix, a selection of new tunes to the creator; a story of new restaurants and flavours in Sydney’s East entitled New Forks at the Ready; The Hall of Fame, which profiled the faces of many of the people who have walked the Ogilvy floors since 1999; an installation called Drumroll Please, which encouraged us all to get into the rhythm; A New kids have no fear video which encourages viewers to act like a child; New biz on the block profiled via a photo montage new businesses in Pyrmont and Newtown to find out what sparked their business idea; Step by Step, the need for the right amount of pressure for peak performance; and Off the Shelf, an Andy Warhol-inspired play on the need for individuality in the work that we do.
Congratulations for the creators of this work: Kaz Scott, Sally Wiber, Steven Reilly, Marie-Claire Suter, Kathryn Banfield, Georgina Morris, Sarah May, Martine L’Eveille, Brian Giesen, Emma Koubayssi, Laura Bentley and Jacquie Potter.
Improve upon the previous year’s hugely successful thought leadership campaign, by sustaining the campaign & coverage over a longer period, instead of creating one large surge of activity.
- Create a voice for Kronos on a national workforce issue to drive broad awareness in general business, consumer, HR and technology media
- Develop research-based content including visual content (infographics) and thoughtful whitepaper commentary with corporate positioning and customer testimonial
- Premeditate a three-stage launch with multiple storylines to create sustained coverage
- Engage with third party industry bodies to encourage them to join the public discourse and lend credence to the debate
Campaign Concept: Howorth proposed a narrative about a missed opportunity in Australia to tap its “Hidden Workforce”. The story would highlight the failure of employers to cater for specialist groups’ need to work in a more flexible way and how a focus on a certain profile of worker worked to the expense of parents and older people.
The campaign was staged to be released in three parts, so we could target specific headlines aligned with the messaging. The whitepaper was finally released with the last phase and made available to all interested parties.
Alongside the positioning whitepaper, individual infographics were prepared to accompany each release, to provide sharp context for the issues raised and give media content to use in their stories.
Results: The communications-led thought leadership platform formed an integrated marketing strategy, informing everything from sales/enquiry-driving eDMs, customer roundtable briefings, email signatures and website content, to social media content and media relations.
Media coverage included:
- Phase one: 21 pieces of print and online coverage, including general and business titles such as The Sun Herald, Canberra Times, Sydney Morning Herald, Brisbane Times, ABC News Online and Business Review Weekly. 22 pieces of broadcast coverage from pre-recorded TV interviews and radio sound grabs aired on the evening and breakfast news slots of 22 stations across the ABC network.
- Phase two: 2 pieces of broadcast coverage including Sky News and WSFM as well as 4 pieces of launch coverage in major titles including Business Review Weekly, Reuters, Human Capital and Smart Company
- Phase three: 7 targeted pieces of coverage in IT media, including ComputerWorld, CIO Magazine, Computer Daily News and Technology Spectator
- Use of the infographic on key news sites such as Business Review Weekly and Human Capital
As well as driving conversations with existing customers and prospects, the media campaign also attracted attention from a number of interested third parties, including government agencies for equality and other working groups and consultancies on diversity. Enquiries and active media commentary (in response to the Kronos news) was seen from:
- The Workplace Gender Equality Agency
- Nareen Young, chief executive of the Diversity Council of Australia
- Elizabeth Broderick, Human Rights Commission
- Helen Conway, director of the Workplace Gender Equality Agency
- Joshua Price, GM of Symmetra, a Diversity Consulting company
- Pollyanna Lenkic, founder of Perspectives Coaching
- Infoxchange – a NFP community that delivers “technology for social justice”
There’s a PR guru in the US called Dr Glen M Broom who recently said that over the past two decades the role of the PR professional had radically changed from being largely focused on communications to one of chief relationship officer.
I’m not sure about the title – chief relationship officer sounds a bit weird – but his three stage evolution makes sense.
Bloom says the old model – which was based on traditional journalism – used to be: ‘How do we say it?’ The model then moved to a more strategic role where the question was ‘What do we say?’ and has now evolved to an even more strategic position alongside CEOs and senior management and answering the question: ‘What do we do?’
A case in point. Just last week a worried organisation rang because the company’s actions over a certain incident resulted in the brand’s behaviour – and through that its values – being called into question on commercial breakfast radio.
The organisation was suggesting a convoluted tale that sought to diminish responsibility. We said no, we will tell the truth. So we explained to the radio station that it was an oversight, that measures will be put in place to ensure it doesn’t happen again and that we unreservedly apologised. That message was broadcast – end of story and the death of a mini crisis.
And the point of the story? Years ago we were merely seen as the conduit carrying the client’s wishes; today we initiate, develop and carry out both the strategy and the message.
Like most of the changes which have hit all areas of the communications industry, the prime reason behind the status update can be sheeted home to social media, via the internet.
Business has largely been spooked by social media, which has crept uninvited into just about every facet of a company’s operations. Marketing, recruitment, crisis management, customer complaints and interactions, sales – you name it and social media has stuck its inquisitive nose in, and all without knocking before entering.
For a while managers preferred to look away, hoping the invader might beat a graceful retreat. Instead social media became all pervasive and suddenly the old top down system of autocratic rule was no longer effective because – horror of horrors – everyone not only had a say, but they were actually saying it. And, worst of all, people were listening.
However, when it’s all boiled down, social media is all about communication and that’s exactly the sort expertise that PR has always had.
Consequently the gradual shift from how do we say it to what do we do has come with an appreciation that PR has something worthwhile to say about the big issues that organisations face. We’ve been invited to sit at the top table to counsel and advise, with many of those issues involving reputation management.
Once again, the ability of social media to harm or enhance corporate reputation has largely been the trigger.
Countless studies have shown that intangible assets like reputation are among the cornerstones to success. Reputation, however, has to be real and sound real because social media will call you out if you are faking it, or even if you sound like you are faking it.
Corporate-speak is out so any executive who talks about “going forward” while “stepping up to the plate” will be swiftly designated as a phoney, along with his organisation.
We need to believe in both the message and the messenger. Remember back in September 2007 when Kevin Rudd was Leader of the Opposition and at a state lunch in Australia he addressed China’s President Hu Jintao in Mandarin? We all thought that was pretty good because it confirmed our opinion of Rudd as a smart guy who could match it with the best on the world stage.
Remember also the time almost two years later when then Prime Minister Rudd said “fair shake of the sauce bottle” three times during the one day? We marked him down severely for that because it sounded nothing like the Kevin Rudd that we thought we knew.
Companies also need to be aware of what the public really think of them and to do that its handy to have someone from outside telling the truth. On too many occasions organisations look at their sales figures, or their profit margins and fool themselves that the public must love them (yes, big banks, we’re talking to you).
That’s another of PR’s roles these days, acting as a trusted advisor who is able to tell the unvarnished truth to clients. If you don’t know your actual reputation then you can’t properly manage your reputation because everything you do has to take into account your current standing in the eyes of others.
Companies today need to be honest, be authentic and understand exactly how their reputation stands. It might sound easy, but if you get any part of it wrong then your customers and other stakeholders are only too happy to tell you.
Here’s the announcement from the Holmes Report:
Best Digital Consultancy in the World: Social@Ogilvy
Finalists: Medicom (Korea), TVC (UK), W2O (US), Weber Shandwick (international)
Social@Ogilvy’s growth into one of the world’s premier social media marketing consultancies has not been an overnight process. Over the past seven years, the agency has steadily built a cohesive global network of social media experts within Ogilvy PR, culminating in the 2012 launch of Social@Ogilvy.
Since then, two things have helped Social@Ogilvy gain an edge over its rivals. The first is the unit’s cross-disciplinary status, which sees it work across Ogilvy’s existing units in public relations, digital, and advertising — a must in an era of rapid convergence. The second is its genuine global scale, exemplified by strong regional offerings in North America, EMEA and Asia-Pacific.
Under the leadership of John Bell, Social@Ogilvy has developed an impressive team that now numbers more than 550 employees across 35 markets, driving a broad array of thought leadership initiatives and working for such clients as Unilever, BP, Ford and Nestle. All of which has added up to topline growth of more than 35 percent and a slew of award-winning campaigns.
The Holmes report also named Ogilvy PR the top-rated creative agency in the world it the global creative index.
Challenge: Fitness First is one of the largest health club groups in the world with more than 342 Fitness First clubs worldwide, and more than one million members across 15 countries. In Australia, Fitness First has 78 clubs with approximately 240,000 members.
Since Fitness First began operating in Australia back in 2000, the fitness landscape has changed significantly. The brand has faced a number of challenges in the wake of the changing environment, from the rise of 24/7 gyms and expanding operator locations, to increased competition on price, all the while battling against its tarnished reputation.
In 2012, the company was acquired by Oaktree Capital Management and underwent a major restructure which saw it exit a number of gyms from its portfolio, enabling it to invest significantly in overhauling every facet of its operations and embark on a significant journey of change.
In early 2013, Fitness First partnered with Ogilvy PR Health to help the company on its journey of change and re-build the company’s reputation and standing as the industry leader in fitness.
The first tangible evidence of change was the launch of a new concept gym in the heart of Sydney’s CBD called The Zone. A world-first innovation based on the principles of dynamic movement training, The Zone offers six distinct ‘zones’ for small group training – each created by Fitness First, with more than 95 classes running a day for members.
Strategy: The launch of The Zone not only provided an opportunity to bring to life the company’s philosophy of motivation, fitness expertise, and the idea that ‘machines don’t motivate people, people motivate people’, but also showcased its serious commitment to invest in change and deliver real benefit back to members.
To communicate this, Ogilvy PR Health held an exclusive preview event like no other, inviting leading lifestyle, health and fitness media and influencers, as well as representatives from a number of leading training institutes and equipment suppliers, to be the first ever to train in The Zone.
The launch was the first time that Fitness First had proactively engaged with media in many years and on the night, Managing Director Pete Manuel bravely stood before the assembled media and declared that the brand had “not always got it right” but that the company was listening and was on a journey of change.
Special guest speaker, former Olympian Geoff Huegill, was a media drawcard and spoke of the role that Fitness First played in his training.
After the event, and with the ‘buzz’ still building about The Zone, Ogilvy continued to engage with influential media, inviting groups of colleagues from media outlets to come for a tour and workout at one of the six unique ‘zones’.
Results: More than 40 media and influencers attended the launch resulting in more than 80 pieces of coverage and reaching an estimated audience of more than 576,779 people.
More importantly, engaging with media en masse provided an opportunity for Fitness First to foster relationships with key journalists and start to rebuild its position as the fitness expert and ‘go-to’ for media.
For more on The Zone visit: http://www.youtube.com/watch?v=KWxyuVdGuu0
Skylanders is the number one kid’s toy and video game franchise in the world– a franchise that was only launched in 2011, delivering a whole new category of gaming for kids, where for the very first time they could bring physical toys to life in a video game.
In September this year, we showcased the brand new, yet-to-be released Skylanders SWAP Force game to a range of influencers in Sydney and Melbourne, giving them (and their kids) a sneak peek into the next evolution of the Skylanders world.
Our insight was that Skylanders had become a key theme for birthday parties amongst our core demographic. So we gave our guests an entirely immersive Skylanders birthday-party-esque experience, complete with face painting, cash booths, colouring stations, spinning wheels and of course, extensive game play.
To help give back to the kids who have supported us so far, we worked with Activision’s ongoing charity partner, The Sony Foundation, providing a $25k donation in each state which would go directly towards their youth charity, You Can.
We had a number of celebrities attend with their family, including:
- Jaynie Seal (our MC in Sydney and Melbourne)
- Rebecca Gibney
- Nathan Hindmarsh
- Brad Fittler
- Michael Klim
- Kylie Gillies
- Chrissie Swan
From a social perspective, we reached over 150,000 people across their combined networks, and could follow their live tweets, Instagram pics and Facebook posts using our official event hashtag.
This year Activision is launching the latest edition of the world’s biggest gaming franchise, Call of Duty: Ghosts on November 5th. To drive excitement amongst key media and influencers, Pulse helped Activision bring the hype Down Under with an exclusive hands-on reveal event at the Carriageworks venue in Sydney.
24 LG screens, 24 consoles shipped in from the US, and Activision’s US developer flown in to deliver a gaming experience only Call of Duty can provide. Two sessions gave media, YouTube influencers and the online community the chance to explore all-new game modes and maps, in the dark surrounds of the Carriageworks theatre. Game developer, Derek Racca from Raven Software was on hand to give attendees the low-down on how the latest installment in the evolution of COD came to life.
Call of Duty is the biggest entertainment product in the world. The latest iteration of the franchise, Call of Duty: Black Ops II was launched in December 2013, netting $1 BILLION in sales within 16 days – a current world record.
[Shanghai, Singapore & Sydney: 10 October 2013] Ogilvy Public Relations (Ogilvy PR) announced today three appointments to its Asia Pacific management team, following the announcement that Scott Kronick has been appointed President and CEO of Ogilvy PR, Asia Pacific starting in January 2014.
Debby Cheung, currently Group Managing Director of Ogilvy PR, China and President of Ogilvy & Mather (O&M) Group, Shanghai has been named President of Ogilvy PR, China/Hong Kong. Andrew Thomas, currently Regional Director of Ogilvy PR, Southeast Asia has been promoted to President of Ogilvy PR, Southeast Asia with additional responsibility for Ogilvy PR’s leadership in India. Kieran Moore, current CEO of Ogilvy PR, Australia will take on a broader role as Regional Director of Talent to lead the firm’s regional talent initiatives, including creating processes to attract, engage, reward and retain the talent that will define the future of the public relations industry.
Scott Kronick, President and CEO-elect of Ogilvy PR, Asia Pacific said, “I’ve had the honor of working closely with these three colleagues under Steve Dahllof, the current President and CEO of Ogilvy PR, Asia Pacific. The four of us will join together to form a stronger and even more focused regional management operation for Ogilvy PR with the goal of ensuring clients receive first-hand senior management attention and counsel.”
With more than 30 years in the Asia Pacific region, Ogilvy PR is the largest and most awarded network regionally.
“A region that covers 28 markets with more than 1,200 staff needs the breadth and depth of a strong leadership team, and that is what we have planned for Ogilvy PR in Asia,” said Paul Heath, Chairman of Ogilvy & Mather, Asia Pacific. “This structure is aligned with how we are organizing ourselves throughout the region to focus our senior leadership attention on our people and clients in each of these markets. Debby, Andrew and Kieran are first-class and they round out a very strong PR team for us in Asia.”
Debby Cheung Appointed President, Ogilvy PR, China/Hong Kong
Twenty-three year Ogilvy PR veteran Cheung will take on her new role as President of Ogilvy PR,
China/Hong Kong beginning January 2014, while continuing her position as President of Ogilvy
& Mather Group, Shanghai, a role that she has held for the past two years. Cheung’s expertise lies in corporate, consumer and crisis communications, with specific crisis experience for clients across a spectrum of industries including food, oil and retail. Cheung is also a veteran practitioner in the China/Hong Kong area, having spent her entire career in both markets.
Cheung commented, “I’m a firm believer in creative thinking and original content, and this is particularly challenging in public relations because it requires constant reaction to global information flow. My focus moving forward will be to ensure our clients are getting the very best our industry has to offer in both China and Hong Kong, as a model for us in Asia and throughout the world.”
Andrew Thomas Named President of Ogilvy PR, Southeast Asia and India
Thomas joined Ogilvy PR in Singapore in 2005 and has been responsible for growing the firm into a market leader. Since 2010 Thomas has served as Regional Director of Ogilvy PR, Southeast Asia, a role that saw him managing the growth of a number of regional businesses with a specialty for providing crisis management counsel and media coaching to many Asia-based executives. Prior to joining Ogilvy PR, Thomas brought more than two decades of experience in the publishing industry, most notably at the International Herald Tribune in South Asia.
“Southeast Asia is exploding and this is providing growth opportunities throughout the region. My role will be to connect the dots in different ways for our people and our clients,” said Thomas.
“India is an exciting market and it’s a great honor to be given the responsibility for growing our presence there.”
New Talent Role for Kieran Moore, CEO of Ogilvy PR, Australia
With more than 27 years’ experience in public relations covering strategy development and implementation, reputation and crisis management, and corporate positioning in Australia and the U.K., Moore is the current CEO of Ogilvy PR, Australia, one of the largest PR agencies in the country. Partnering with Kronick, Moore will continue her current role, and will also serve as the firm’s Regional Director of Talent, responsible for creating and driving talent strategy for the agency, including talent attraction, people engagement and retention.
“Talent strategy is an area that I am passionate about. People are the cornerstone of our business and I am thrilled to be asked to support our talent growth and reputation in Asia,” she said.
The appointments will take effect January 1, 2014.
For a photo or more information, please contact:
Ogilvy & Mather China
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 and 2013, 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.
The challenge: Over the June Queen’s Birthday long weekend Ancestry.com.au wanted to promote their free open database, of over 250 million British records to encourage Australians to start discovering their story.
Strategy: Rather than embarking on a straight PR release focusing on the open data base, we worked with Ancestry.com.au to research the history of Australia’s ‘Rock Royalty’. Through trawling through the collections, we discovered that a lot of Australia’s rock the talent was in fact shipped in.
Ancestry.com.au discovered a celebrity link between famous Aussie rock legends who migrated to Australia from England in the 50s and 60s.
Records showed the Bee Gees, Red Symonds, Bon Scott from AC\DC and Olivia Newton-John, were all a part of the 10 Pound Poms migration influx.
Perhaps the most well-known names to stick out of the collections include Barry, Maurice and Robin Gibb – commonly known as The Bee Gees. Arguably one of the most successful Australian imported exports, the Manchester-born trio dominated the industry world-wide.
Arriving in Sydney in the summer of 1958 aboard the Fairsea, the brothers weren’t the only future rock legends to step onto Australian soil, with Red Symonds, then to be future lead-guitarist for Skyhooks, also on board the ship.
We approached Channel 7’s, The Morning Show, with an exclusive story on these famous rock legends. We offered viewers of the Morning Show exclusive access to the open database on Ancestry.com.au in order to provide viewers with a unique experience.
Results: The live interview with Ancestry’s Brad Argent lasted over five minutes with the program reaching over 263,000 Australians across 42 Channel 7 TV stations within Australia. Within a 15 minute’s appearing on the show Ancestry.com.au, the website experienced a high volume of unique visitors and registrations that continued throughout the day.
The TV segment which can be viewed here.
Overview: In order to capitalise on a timely news cycle surrounding the Australian premier of The Great Gatsby, Ancestry.com.au set about researching the backgrounds of the lead characters to see if there was any angles to generate a news story.
Strategy: Through examining the research, Howorth uncovered a storyline of life imitating art a for a few key actors in the film. Following this discovery, we set about pitching the story to key entertainment writers and radio shows to drive broad coverage and awareness of Ancestry.com.au, while showcasing the wealth of information available on Ancestry.com.au
Through research we discovered Leonardo DiCaprio, who plays Gatsby, great grandfather, went from a street sweeper in 1900 to a real-estate broker in 1930. Like the character he played in the film, the rise of the Nouveau riche, seems to be in the DiCaprio’s blood!
The Great Gatsby love story is epitomised in Tobey Maguire’s great grandparents tale of love conquering all. It appears Tobey’s Great grandparents, on his father’s side are from opposite ends of the world but, found true love. Bartholomeus Kropfl (Tobey’s great grandfather) is from Austria while Ana (Tobey’s great grandmother) is originally from Puerto Rico.
Director, Baz Luhrmann, it appears has his own tale of a rise from rags to riches. Baz’s 5th great grandfather, Pierce Collits, owned a famous inn in the Vale of Clwydd (near Lithgow) in the early 1800s. He came to arrive in Australia as a convict from Ireland in the early 1800s with his wife and children. For 10 years the Inn was the most famous landmark on the journey from Sydney to the ever-expanding town of Bathurst.
Carey Mulligan’s ancestors originated from England and Wales and were from all walks of life. Occupations in her family tree include ‘iron turner,’ ‘stock trader,’ ‘coal miner,’ and ‘colliary lampman’ (in the coal mines).
Results: Ancestry.com.au received broad consumer coverage, with hero pieces being achieved on News.com.au and Nova 96.9. Nova’s Fitzy and Wippa used the information as part of their interview with Carey Mulligan. Announcing her Great Grandfather was a colliary lampman in their interview. You can watch her reaction to the news here.