Ogilvy PR trumpet winners

December 20, 2011: Last week, we announced the second round of our trumpet winners. The Trumpets is our formal employee recognition program launched in May this year. 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.

A very big congratulations to the winners for this quarter:

Martine L’Eveille – Partnership, nominated by Tam Sandeman

“Martine has been at Ogilvy PR for almost seven years and in that time put her energy and passion to a number of Ogilvy initiatives, but never in that time has she been client-facing. Martine rose to the challenge for Ogilvy Impact when the team was faced with a last minute, but large employee event for a client. Embracing the challenge head on, Martine delivered exceptionally. Her story is about pushing herself professionally and living our partnership value absolutely outstandingly!”

Jacqui Teurlings – Learn & Grow, nominated by Tam Sandeman

“Jacqui personifies Learn & Grow, day in day out. Since day one Jacqui has a thirst for learning.  Jacqui always puts her hand up. What drives this? For Jacqui every day is about stretching herself and professional growth; this not only includes client work but Ogilvy Impact business initiatives too.  She continue to be in the fast lane when it comes to learning and growing every day.”

Melinda Varley – One Step Ahead, nominated by Lelde McCoy

“The usual dictionary definition of “one step ahead” is ‘slightly better prepared or more successful than someone else’. In Melinda Varley’s case she is usually ‘several leaps ahead’ in her approach to solving a client’s PR issue, contributing to a team event or embracing professional development opportunities.”

We look forward to congratulating more trumpet winners in 2012.

The importance of good writing

In these days of text messaging it’s easy to dismiss good writing as something we don’t need to concentrate on – after all, who but the pedants really care whether we write “their” or “there” or “they’re”.

Well, at Ogilvy PR we care a great deal. We care because good writing is correct writing. We care because it’s doing the little things correctly that differentiates us from other agencies. We care because our clients care. But most of all we care because good writing is powerful writing. It is writing that expresses the message in a manner that resonates with the reader.

Good writing looks effortless, but it is the product of endless practice and revision. Good writing doesn’t need jargon or endless adjectives, it just needs to get the message across.

Some of the Ogilvy PR team recently met with Christie Poulos, founder of Jumpshot Productions. She spoke about the new frontier of video content (and I’ll blog about that exciting future in the New Year). But just as we all know a poorly made video when we see one – wooden acting, trite dialogue etc – so do we recognise bad writing.

Here’s an example from the website of an architecture practice (which shall remain nameless to protect the guilty):

“—- is an architectural practice that sees computation as a means of opportunistically collaborating with the heterogeneity and flux of social, cultural and ecological substrates. Employing both genetic and phenotypical strategies of formation in which multiple intelligences and behaviours compete for the gift of instantiation, —- seeks to move beyond the diagram as the dominant of architectural understanding. The resulting complex and adaptive morphologies achieve their definition performatively as the emergent outcome of highly specific architectural concerns embedded within generating rulesets.”

That stunning example of gobbledygook is from the US but, as this first line of a media release here in Australia, Australia is not immune:

“It is the industry of body beauty and assumed smokescreen vanity that appears to be oblivious to the global financial crisis as getting people to sweat continues to smell of sweet success for fitness leader, best-selling author, lecturer …”

There’s a simple way to ensure that we never commit similar atrocities: write, revise, rewrite, revise … then get someone else to review.

And remember: no one – not even Shakespeare – started off life being able to write well. It takes practice, practice and more practice.

Sam North speaks at the IABC forum

Sam North, Ogilvy PR’s Media Director and all-round media guru spoke at the International Association of Business Communicators (IABC) forum on how businesses should prepare for and respond to a communications crisis.

He was one of two media experts on hand to give his insights into the recent crisis situations to hit Australian businesses and how they were handled from a communications view-point. High profile media dramas like the recent Qantas dispute, the GASP “bad service” email, and the brand damage to Tiger Woods from his extra marital affairs were covered.

Sam noted that businesses must identify who their key stakeholders are before deciding what key messages should be relayed in response to a crisis. Furthermore, general messaging, without specific relevance to customers or employees (as in the Qantas crisis) is not an adequate response. For example, if an employee is worried about the future of his/her job, messaging about flight cancellations is not going to be of interest. Indeed, to a customer looking to get the next flight home, information about the future of the airline in Australia will also not be as immediately relevant.

Reputation, and correctly fostering it, was raised as a key part in dealing with a crisis. Having a good reputation with your stakeholders before a crisis hits, will mean you get more leeway from them when the proverbial hits the fan. Naturally, having “good will” will only last so long in a crisis, but if you already have a bad reputation with customers – like BP during the Gulf of Mexico oil spill – your stakeholders will be more likely to inflame the situation. Businesses must be honest about their reputation.

The growing use of social media from organisations to respond to crises was also addressed during the debate. However, if the presence of a business in this field is not genuine (i.e. just being there as a marketing ploy rather than being used to engage with stakeholders), this can actually do more damage to your brand in a crisis. Allowing your followers on Twitter and Facebook to moderate the discussion themselves, is also a key part of using social media effectively in these tricky situations.

Ogilvy PR campaign showcased at PRIA leaders’ event

At a Public Relations Institute of Australia Leadership Breakfast Lelde McCoy shared success strategies from Ogilvy PR’s award-winning “To donate life, discuss it today-OK” campaign developed for the Organ and Tissue Authority.

The public relations campaign has won both Australian and international awards.

Lelde told the audience that the campaign had a clear outcome in mind – getting more Australians knowing and sharing each other’s organ and tissue donation wishes.

“Whilst most Australians support donation, the campaign needed to convert this support into the actions required to ultimately increase family consent rates. It also needed to address the misconception that it is enough to register your intentions regarding organ and tissue donation on your driver’s licence.  In Australia organ transplantation will only proceed if family consent is given.”

Ogilvy PR’s strategy was to increase Australians’ knowledge so that they could make an informed decision, promote family and community wide discussion through the media, correct misconceptions through helpful resources and social media channels and provide information and practical tools to facilitate grassroots involvement by the sector.

Key campaign tools included a Family Discussion Kit, leaders’ Action Kits, and a campaign launch with former Prime Minister Kevin Rudd, a heart value transplant recipient.

Lelde said that throughout the six week campaign there was an ongoing conversation with the Australian public.

“This campaign lent itself to the telling of inspirational stories about donor families and transplant recipients. We used a variety of mediums including Facebook. Media, especially TV doctors were helpful in getting our message across. Community organisations working in the sector were also actively involved, implementing information activities at a grassroots level.”

The campaign resulted in 429 pieces of positive media coverage. Significant support was generated through building an online community for DonateLife – Facebook fan numbers increased by more than 1,000 per cent. The DonateLife network held 95 events and community leaders publicly supported the campaign.

In terms of outcomes, levels of family discussion increased by 10%, of which 83% were rated by respondents as memorable conversations. Knowledge of family member’s wishes increased by 7%; and  awareness that family consent is requested before donation can proceed increased by 9%.

Importantly, 2010 organ donation figures show that 309 donors and their families saved or significantly improved the lives of 931 Australians in 2010. This is the highest annual total of transplants in Australia’s donation and transplantation history.

Two new hires for Ogilvy PR

Strategic wins and organic growth in client work sees agency expand

Sydney, November 17, 2011: Ogilvy Public Relations Australia, a joint venture between Ogilvy PR Worldwide and STW Group, continues its pattern of growth today announcing two new senior hires. Sarah Creelman has been appointed as Account Director to focus on a portfolio of consumer lifestyle brands including Canon. Ogilvy PR won the Canon consumer business in September following a highly competitive four-way pitch.

Creelman joins from CBS Interactive where she spent nearly four years working on its consumer and entertainment brands, such as GameSpot AU, CNET, TV.com and last.fm, driving PR, events and partnership activity. Prior to that, Creelman worked at network PR agencies, driving campaigns for global consumer brands including Samsung, Hitachi and 3 Mobile.

Ogilvy PR Practice Director, Amanda Kiddle, said: “Sarah joins at an exciting time for the agency, following some key strategic wins, and incremental growth in integrated brand communications work. She is a key hire to our expanding team and our vision to continue to drive great content-led, collaborative and conversational campaigns.”

In another senior hire, Emma Koubayssi joins Ogilvy PR’s consumer agency, Pulse Communications as Senior Account Manager. Koubayssi most recently worked at London’s Diffusion PR, working within the retail and consumer sector directing a number of client accounts including high street giants Mothercare and Early Learning Centre. Her role will see her working across the Nestle and Canon accounts.

“Emma brings a strong agency background and solid track record in developing and implementing successful campaigns,” said Pulse Managing Director, Matt Buchanan. “She also has great experience and proven results in building new business, and will be a wonderful asset to our business.”

Pulse wins TWO Sabre Awards

Pulse Communications, Ogilvy PR’s consumer public relations agency, received the very exciting news on Friday that they won two awards at the Holmes Report Asia Pacific Sabre Awards.

Carlton Draught ‘Wagyu Beef’ was named the winning Australian campaign of the year. The campaign saw Carlton Draught and Pulse Communications make a gastronomic breakthrough, combining two of Australia’s favourite ingredients – Beef and Beer – to create what many Aussies believed to be the greatest addition to BBQing since the invention of tongs – Carlton Draught Wagyu Beef, made from beer.

The second win was for the Engineers Australia – ‘Make It So Campaign’ in the Associations category. EA is the national body for the advancement of engineering and professional development, and the ‘Make It So Campaign’ successfully raised the profile of the profession.

The Sabre Awards returned to the APAC region this year after a three year break. They recognise excellence in reputation and branding in the public relations industry. For the first time ever, APAC winners, including both Pulse campaigns, will automatically be entered in to the global competition, which will identify the 25 best of the best PR programmes worldwide.

Congratulations Pulse!

Ogilvy PR wins at PRIA Golden Target Awards

Ogilvy PR’s leading consumer and brand agency, Pulse Communications, last night picked up the top award at the PRIA National Golden Target Awards in the special event/observance category for the creation of Malaysia Kitchen Australia.

Malaysia Kitchen Australia saw Sydney’s State Theatre Laneway transformed in to Australia’s first ever Malaysia Kitchen Food Market. Creating Sydney’s hottest culinary destination the market was a modern take on the Malaysian Hawker-style market, open for 4 days only. Over 1,300 Australians visited the food market.

The event was part of a broader campaign undertaken by Pulse in conjunction with MATRADE (Malaysia External Trade Development Corporation). The campaign was aimed at raising awareness and consideration of Malaysian cuisine in Australia.

Ogilvy PR Melbourne was also recognised in the Health and Special Event categories. Kelly Ward received a Highly Commended in the Special event/observance category for Reigniting the Brisbane Good Food & Wine Show. The second award was received by Lelde McCoy together with the Organ and Tissue Authority, a Commended for the public relations campaign to support the To Donate Life, Discuss It Today – OK campaign in the Health Organisations category.

A big congratulations to Pulse and Ogilvy PR Melbourne!

Parker & Partners to receive award from Sir Martin Sorrell in London

Ogilvy PR will be represented among the best of the WPP agencies from around the world when Parker & Partners’ Mathew Jones heads to London next month to receive the company’s recently-won Atticus Award from WPP Chief Executive Sir Martin Sorrell.

Jones will also use the visit to build on the connections between Ogilvy PR’s Sydney and London offices, working alongside the company’s seasoned UK public affairs team and the broader Ogilvy PR London agency at their offices in Canary Wharf for a week.

The Atticus Awards honour original thinking in communications services and are open exclusively to professionals working in WPP companies, with Parker & Partners the only Australian winners this year.

Ogilvy PR’s public affairs and government relations agency, Parker & Partners won the Atticus Corporate Category for State of Change, a client booklet examining the policies, politics and personalities driving the new NSW Government.

A Director at Parker & Partners and the editor of State of Change, Jones will meet with Sir Martin and the other Atticus winners, which include agencies from Beijing, Johannesburg, New York and Dubai.

He will deepen relationships with our UK colleagues and meet current and former political staffers. This will include Iain Bundred, Director of Strategic Media Relations at Ogilvy PR London, who was Gordon Brown’s press secretary when he lived in No 10 Downing St, advisers to current shadow secretaries, and Conservative-aligned public affairs consultants.

With the international economic and political scene more volatile than ever, there’s never been a more opportune time to share insights and approaches, he said.

“The world continues to get smaller, and whether it’s in partnership with Beijing, Washington, or London, being able to provide a seamless public affairs offering from offices around the globe clearly sets Ogilvy PR apart,” Jones said.

“I’m really looking forward to meeting the other Atticus award winners from around the world, as well as having the opportunity to sit down with Sir Martin, who’s obviously a huge force on the global marketing and communications stage.

“The award is incredibly satisfying because it recognises the great talent we have here in Sydney, with the entire Parker & Partners team working really hard to make State of Change insightful, newsworthy and useful for our clients.”

WPP is the world leader in marketing communications services, made up of over 300 companies and 146,000 employees.

State of Change can be downloaded from the Ogilvy PR Australia website http://www.ogilvypr.com.au/news/state-change/

National Asthma Council Australia

Challenge: More than two million Australians have asthma. Despite its prevalence, myths and misconceptions about asthma still abound and hundreds of Australians needlessly die from asthma each year. Asthma cannot be cured, but it can be managed. The National Asthma Council Australia has an ongoing need to keep asthma high on the public agenda in order to improve the life and health outcomes of people with asthma and their carers.

Insights: Asthma is of concern to all Australians. Every Australian either has the condition or they care about someone who suffers from asthma. Most Australians are therefore receptive to asthma-related messages when they appear in the mass media.

The changing nature of asthma triggers throughout the year provides a regular calendar of potential touch points to engage with, and educate, the media who in turn act as a conduit to relay timely messages to the wider community.

Campaign: Recognising the relevance and topicality of asthma, Ogilvy Public Relations Melbourne developed an ongoing media relations strategy to keep credible asthma messages in the media year round, harnessing changing seasonal triggers and providing journalists with ‘one stop’ access to Australia’s leading asthma experts.

This press office function has been undertaken by Ogilvy PR Melbourne consultants for over eight years, effectively reinforcing the Council’s position as the peak asthma body in Australia and a valuable and reliable resource for media.

Activities include health reporter liaison (consumer and medical press), development of sponsorship guidelines, media training and crisis management, as well as implementation of an annual media program designed to generate widespread grassroots awareness with angles ranging from ‘soft’ stories such as a ‘Spring Survival Guide’ for allergy sufferers and ‘Christmas Tree Asthma Trigger Alert’ to ‘hard news’ such as releasing the annual asthma death toll statistics.

The consumer media relations program is supported with an ongoing health professionals program, ensuring that health professionals who treat patients with asthma are up to date on the latest patient information and resources.

Results: Quality reporting of asthma in the consumer media keeps asthma top of mind in the community, it has reinforced the fact that we need to continue to take asthma seriously and it has increased understanding of the condition, its triggers and its management.

Media relations activities for the National Asthma Council Australia have also helped heighten political awareness of asthma and proved to be a key plank in the Council’s successful lobbying to have asthma made a National Health Priority Area.

The National Asthma Council’s press office is now the first port of call for medical journalists seeking local comment on any new asthma initiative including new research findings.

Ogilvy PR Melbourne Measure’s Up with The Department of Health and Ageing

Challenge: The Measure Up social marketing campaign aims to promote good health outcomes through the prevention and early detection of avoidable chronic diseases. The initial advertising campaign worked to raise awareness of the link between an increased waist circumference and chronic disease – but many Australians lacked the information and tools needed to help them take positive action. The challenge for Phase Two of the campaign was to provide at-risk Australians with the ‘How’ message prompting involvement and action, especially in harder to reach communities young women 20-35yrs, people in regional communities and socially disadvantaged groups.

Insight: Body image, fitness and weight are very personal subjects – lecturing is ineffective. Real inspiration needs to come from personal key influencers as well as real Aussies with real life stories in the real language spoken on the street and in the regions. By harnessing the power of grassroots communication, it is possible to engage, empower and encourage fellow Aussies to Measure Up.

Campaign: To help communicate the important ‘How’ message, Ogilvy PR Melbourne took a two phase approach: A) engaging with health practitioners and providing them with important resources to help them champion the cause with patients; and B) making the messages as accessible as possible to the target audience.

General Practitioners received an early ‘heads up’ prior to the national campaign launch via a Medical Media campaign which saw background information displayed in GP staff rooms nationally. This tactic ensured that key influencers were well briefed and able to reinforce campaign messages once the advertising campaign commenced. Support patient information resources were also provided to health practitioners with a suite of additional ‘how’ materials also developed.

To tap into the critical regional audience, Ogilvy PR Melbourne created the ‘Country Pantry’ series of ‘how to’ food and nutrition fact sheets to provide families with real tips and ideas in the language they speak at home.

Recognising that inspiring, real life stories were fundamental to encourage other Australians to take action, Ogilvy PR Melbourne produced three online videos, showcasing down to earth real life success stories, allowing a metro family, a regional family and a community group to share their inspiring stories in their own words online. Online support for the campaign grew in conjunction with the growth of the campaign and availability of new in-line support tools, which were featured on a revamped campaign website.

Results: GPs ranked the Measure Up Medical Media social marketing campaign as one of the most memorable and valuable campaigns in 2010. Research has shown high awareness for the campaign and the waist circumference message and confirmed the consultancy’s positioning of just making small changes to make a big difference. Additionally the website revamp has boosted consumer engagement and interaction allowing more real Aussies to download practical resources, such as the Country Pantry fact sheet series, share tips and inspire each other to keep their waistlines in check.

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