InterContinental Sydney Appoints Ogilvy Public Relations

February 17, 2014 by  
Filed under News

Sydney, February  17, 2014: InterContinental Sydney has appointed Ogilvy Public Relations as its retained agency of record. Secured following a competitive pitch against six other consultancies, Ogilvy Public Relations commences work immediately.

InterContinental Sydney’s appointment of Ogilvy Public Relations is driven by its business ambition to differentiate itself from Sydney’s competitive luxury hotel market; to drive greater awareness and preference for its accommodation, dining, events and entertainment offerings, and to build affinity for its venues, Cortile Lounge and Café Opera.

Via a targeted media relations and influencer strategy and the creation of engaging social content, Ogilvy Public Relations will further cement InterContinental Sydney’s positioning as one of the city’s premier venues for business and leisure travellers, as well as Sydney residents.

Partnering with the hotel marketing team, Ogilvy Public Relations will execute strategic campaigns that will help the hotel achieve key business objectives as measured by increases in revenue and attendance.

“We are truly excited about Ogilvy Public Relations joining our team,’’ said Joerg Boeckeler, General Manager, InterContinental Sydney.

“As the flagship property for InterContinental Hotels Group in Australia, it is essential that InterContinental Sydney’s leading reputation as one of Sydney’s, and indeed Australia’s top hotels is not merely maintained, but strengthened.

“Our 19th Century, Heritage listed façade and unparalleled views of the world’s most stunning harbour already set us apart, but coupled with Ogilvy Public Relations’ strategic and creative approach, we look forward to generating awareness and loyalty for InterContinental Sydney throughout Australia, and abroad,” Boeckeler added.

Richard Brett, Group Managing Director, Consumer, Ogilvy Public Relations, welcomed the appointment.

“To work with InterContinental Sydney is a privilege for Ogilvy Public Relations and dovetails perfectly with the work we do with parent company, InterContinental Hotels Group, as well as for other major organisations in the travel and tourism industry, including TripAdvisor and Carnival Cruise Lines,” Brett said.

“The team is highly passionate about the brand and the hotel itself, and is gearing up for a year filled with exciting campaigns,” he added.


For further information please contact, Sophie Moll, Ogilvy Public Relations:

M: 0411861933


About InterContinental® Hotels & Resorts: The InterContinental Hotels & Resorts brand has over hotels located in more than 60 countries with local insight that comes from over 65 years of experience. As a brand, we believe that superior, understated service and outstanding facilities are important, but what makes us truly different is the genuine interest we show in our guests. Our desire is to help guests make the most of their time. We connect our well-travelled guests to what’s special about a destination, by sharing our knowledge, so they enjoy authentic experiences that will enrich their lives and broaden their outlook. For more information, visit, or

About Ogilvy PR Australia:

Ogilvy PR Australia is the country’s largest PR and public affairs agency with offices in Sydney, Canberra and Melbourne.  It is 51% owned by WPP and 49% owned by STW.  For more information, visit our Web site at or follow us on Twitter at @ogilvypraus.

Ogilvy PR host Fostering NSW blogger Summit

November 21, 2013 by  
Filed under News

On November 20, Ogilvy Public Relations worked with Fostering NSW to host a discussion about the important issue of foster care. The Fostering NSW blogger Summit brought together bloggers, industry experts, agency representatives and foster carers to talk about the critical need for 900 new foster carers in New South Wales during the next two years. This need is being driven by the fact that there are in excess of 18,000 vulnerable children in our State in some form of out-of-home care.

The event boasted four speakers, including Andrew McCallum, CEO of the Association of Children’s Welfare Agencies (ACWA), who spoke about the out-of-home system, the changes it is facing and the important role foster care plays within it.

In addition to discuss the changing face of foster care, Judith Cashmore, Associate Professor at the University of Sydney, drew on her experience as an expert in child welfare research. She spoke about the need for society to recognise the important work carers do, and the impact a positive family environment has on children who have had a difficult start in life. Judith reflected on some of the heart-breaking stories she had heard from children during the course of her academic life, and informed those gathered about the options available to potential carers, from respite to long-term care solutions.

The final two speakers were two foster carers who joined the event to talk about their very personal journeys with foster care.

David Sim, a school principal, spoke about the nearly six year journey that he and his partner Christopher have experienced as foster parents. Now with  four children, David and his partner recently built a new home to accommodate their beautiful family. David spoke of his oldest son, who first came to their home with a speech impediment and had been diagnosed with an intellectual disability that put him in special classes. Today, under the care of David and Christopher, their son is thriving – his speech impediment is a thing of the past and he’s currently in mainstream classes at his school.

In addition, Louise Smithson spoke of her journey with foster care, which began as a young girl. Upon the realisation at the age of eight that there were some people who lived in homes they weren’t born into, Louise made a commitment to open up her own home to a foster child one day. When she reached adulthood, she shared her feelings with her partner and he agreed it was something they should review. Several years and many discussions with a local agency representative later, Louise’s family welcomed a six-month-old boy who is now a happy and vivacious seven-year-old. And, earlier this year, their  family was joined by a 13-month-old boy. Louise encouraged people to ask questions and seek advice and guidance about foster care to see if it was something they could open their hearts to in the future.

In the last six months, Fostering NSW, an initiative currently being implemented by the Association of ACWA, has been encouraging NSW residents to “open their hearts” to the idea of foster care. The messages have been well received with a campaign that’s seen:

  • More than 12,000 people join the discussion on Facebook
  • More than 30,000 visits to the Fostering NSW website, representing an increase of around 300 per cent on the same period last year
  • Increased traffic to the Fostering NSW enquiry line, and jumps in online enquiries and direct enquiries to agencies

To learn more about foster care, please visit or call 1800 2 FOSTER. You can also follow the discussion on Twitter and Instagram via #FosteringNSW.

Carnival Cruise Lines – Red Nose Day

September 30, 2013 by  
Filed under Carnival Cruise Lines, Case studies, Consumer


In 2013, the Carnival Cruise Lines (CCL) brand suffered with some incidents involving ships from its fleet. Ogilvy Public Relations created an occasion to build brand awareness and restore reputation, hijacking an iconic moment in the Australian calendar, Red Nose Day, and forming a partnership with Australian charity, SIDS and Kids.  This particular fundraiser was identified as the perfect brand fit thanks to its mantra of ‘get silly for a serious cause’ because, at CCL they are serious about creating fun (and sometimes silly) holiday memories.


In an engineering feat, a specialist company was engaged to design, build and install the largest ever red nose on a cruise ship.  Seven metres in diameter, the nose was illuminated from within allowing for a strong vision opportunity at dawn as Carnival Spirit sailed into Sydney Harbour past Australia’s two greatest icons – the Sydney Opera House and the Sydney Harbour Bridge. Guests onboard Carnival Spirit participated in and enjoyed a host of themed fundraising activities onboard including a charity walk, themed menus, colouring in competitions and games. In the lead up to the event, consumers were given a chance to win a cruise for two by ‘red nosing themselves’ on an interactive website –


As per our objectives to generate mass coverage, the success of the project was clearly illustrated by the quality and quantity of media coverage and conversions taking place online:

  • 65 pieces of coverage secured in Australia and internationally generating over 178 million impressions
  • Every commercial TV station covered the story, reaching over 250 metro and regional stations
  • The TODAY Show ran six CCL branded weather crosses reaching 350,000 viewers
  • One of the world’s highest reaching news websites, The Daily Mail, ran a photo-gallery of Carnival Spirit and her giant red nose
  • The hero shot of Carnival Spirit reached 144,400 people via Facebook alone. The same image was liked by over 2,000 people and shared 240 times
  • 100% of coverage was positive and included images of the ship wearing the nose
  • Over $10,000 toward SIDS and Kids was raised by CCL and Carnival Spirit guests in onboard and in-house activities
  • 3,450 people entered the online competition to win a cruise for two on Carnival Spirit



Corporate Affairs Roundtable Lunch

September 23, 2013 by  
Filed under News

L-R Michael Byrnes (Clayton Utz), The Hon. Patricia Forsythe (Sydney Business Chamber), Yianni Konstantopoulos (GMD Social@Ogilvy), Mathew Jones (MD Parker & Partners) at the Sydney Business Chamber Corporate Affairs lunch in Sydney on 12th September.

During the lunch we heard from Yianni Konstantopoulos on how companies are leveraging social media to better engage consumers, build brand advocacy among their most empassioned audiences, and find trigger points and social moments to really drive sales.  Yianni shared with the group an overview of how some of the world’s most progressive firms are leveraging digital technology and tactics to understand as close to real time how their brands are performing, but also outlined a number of tactical things that even the most conservative organisations could do to dip their toes into the social media landscape.  Above all, Yianni stressed that social media can no longer be seen as a campaign by campaign add on, but something that organisations need to commit to see results. 

Ogilvy Public Relations is a proud and long-time sponsor of the lunch series, which invites speakers from a broad range of fields and backgrounds to address an audience of corporate affairs professionals from Australia’s largest and only truly global city.

Ogilvy Public Relations Australia works with its partner agencies across the region on behalf of international and Australian organisations looking to undertake cross-border activity that requires communications, public affairs and public relations support. For more information about our work in Australia and Asia please contact David Bell or Mat Jones on 02 8281 3200.

Creating a business world that embraces everyone

September 16, 2013 by  
Filed under Blog

Kieran Moore – AFR Tuesday 12th September 2013

There’s an awful lot of research about the lack of women on boards and in senior executive positions throughout the world. The situation is undeniably dire, but the problem for women is what to do to change things.

Quotas are worth thinking about, and the Ontario government in Canada has announced plans designed to force companies to give women more boardroom seats.  But until the situation changes what we have inadvertently stumbled upon in my industry, PR, could be described as in-field research that in the long run just might end up making a difference.

PR is a different sort of industry, being female dominated. I run Ogilvy PR, Australia’s largest PR agency, and the vast majority of my competitor agencies are also run by women. And I have to say that we are the most competitive group imaginable – regularly pitching against each other as we battle for work; fighting to attract the best talent; relishing our successes and cursing our failures.

So far, so male; but here’s the difference.

We are also in regular contact, sharing information, supporting each other through the various crises that arise in business and occasionally personal lives, working on and driving initiatives for the industry where we all benefit, consulting with each other and even putting work each other’s way when there might be a conflict with a prospective client.

What this means is that for the first time in my career, women in senior positions understand what it is that we share; and one thing we certainly do share is our gender. Being female means we think differently to men, work differently to men and are motivated by very different things to men.

PR, because of its gender imbalance at the top, could give us an opportunity to operate under the same sort of one-sex rules that apply to the wider business community.  We could use our female dominance of the entire industry, which is decidedly different to other business sectors, to create a ‘girl’s club’.

We could, but we choose not to. There may be this sort of collaboration and support in other industries, but it is teaching us in PR the sort of information that most men take for granted.

Regardless of individual views on gender equality, the statistics prove that most male business leaders have enjoyed such a self-perpetuating power structure.

What we women of PR are realising is that once we recognise that we are motivated by the same things, we also can be a very powerful force in changing the business world to a business world that embraces everyone. In other words: everyone’s business world.

So we are starting to understand what we need to do:  use our new-found knowledge of our similar aims, ambitions and attitudes to not only mentor each other and those coming behind us, but to do more: to actively sponsor women to senior positions by telling everyone we run into about the abilities of those women we know.

And we will do that, not because we want to take over, nor through emotion or through engendering some sort of ‘do the right thing’ feeling, but because it makes sound business sense to select from the entire gene pool.

There is no doubt it is needed. At the latest count women hold just 9.7% of key executive management positions in ASX 200 companies and the fact that 60% of ASX 200 companies do not have a single female in a key executive management position is disappointing in the extreme.

And all this is despite years of research which consistently shows the shareholder benefit of having a gender diversified top echelon.

Research, for example, like last year’s finding by the Credit Suisse Research Institute that showed that after a six-year worldwide tracking program of shares of companies with a market capitalisation of more than $10 billion, the companies with female board members had outperformed comparable businesses with all-male boards by 26 per cent.

Or the McKinsey report from two years ago where 89 listed companies in Europe with a very high proportion of women in senior management posts were researched, with financial performance compared with the average for firms in the same industry. The results?  A higher return on equity, larger operating profits and a better share price.

Having women in the top ranks of company leadership is good business.  Nothing more and nothing less.

Ogilvy PR support the launch of Foster Care Week

September 9, 2013 by  
Filed under News

The team at Ogilvy PR were proud to support the launch of Foster Care Week yesterday at a community picnic in Parramatta.

Foster Care Week is an annual celebration of foster carers and the remarkable contribution they make to our community.

The event was also attended by the NSW Minister for Family and Community Services, Pru Goward, who was on hand to acknowledge and thank foster carers for providing safety, stability and a loving home to children and young people in need.  Also making  a special guest appearance was former Masterchef contestant and foster mum, Jules Allen, who is eager to encourage more people to consider taking up fostering.

Ogilvy is a proud partner of a new campaign by the Association of Children’s Welfare Agencies (ACWA) providing support for the Fostering NSW campaign.  With an urgent need for 900 new foster carers over the next two years in NSW, the integrated campaign aims to encourage new audiences to consider fostering a child.

For the Foster Care Week Picnic, the Ogilvy team created a giant paint-by-numbers mural that children and their carers worked together to complete.

#openyourheart #fostercare

Climate of the Nation – You are invited to attend a special event at Ogilvy House

August 21, 2013 by  
Filed under News

With some of the most forward thinking and opinionated people in the country, Ogilvy Public Relations and The Climate Institute invite you to a conversation on climate change.

The event will feature leading luminaries in the areas of climate science, behavioral change, public opinion and communications.

John Connor, CEO of The Climate Institute will act as moderator.  Sitting on the panel will be Australian Academy of Science fellow and internally renowned climate change scientist, Dr. Graeme Pearman, Founder and Managing Director of JWS Research, John Scales and Director of digital and innovation at Essential Media, Peter Lewis.

Event details:

Date:  Thursday 29th August 1030 – 1200 (morning tea served from 1000)

Location:  72 Christie Street, St Leonards, Sydney, NSW, 2065

RSVP Essential:

Ogilvy PR Australia CEO receives Asian Women’s Award

August 13, 2013 by  
Filed under News

Sydney – August 13, 2013: Ogilvy PR Australia’s CEO, Kieran Moore has been awarded CMO Asia’s Women in Leadership Award for Excellence in Advertising & Public Relations.

Held recently in Singapore, CMO Asia’s annual Women Leadership Awards honour the strategic and influential role of various women leaders in the development of the modern economy.  The awards also recognise the profound role played by women as leaders, executioners, and decision makers, in shaping the future of the region and nation, and those who embody the qualities of leadership in displaying active, creative and integrative efforts in achieving the best possible results.

“I’m incredibly thrilled and humbled to be included among so many outstanding business leaders recognised in this year’s awards,” Moore said.  “It’s a reflection of the value placed on the contribution women can make to the business world and I’m proud to be part of that.”

Moore also paid tribute to the broader Ogilvy PR team in Australia for its continued focus on innovation and client service.  “Ogilvy PR is the kind of place that provides a platform for all kind of talent, regardless of gender,” she said.

“I look forward to seeing the business continue this focus on innovation and creativity as we move towards the next phase of challenges to our economy.”

Chairperson of Era Ogilvy PR in Taiwan, Olive Ting, was also recognised in this year’s awards, receiving the Woman Leadership Award for Excellence in Entrepreneurship.  Ting has worked at Era Ogilvy PR for more than 20 years and is widely respected throughout the region.

President and CEO of Ogilvy Public Relations, Asia-Pacific Steve Dahllof said he was both proud and honoured to have two outstanding female Ogilvy PR leaders recognised in this year’s awards.

“Both Kieran and Olive are innovators in their respective fields, and have proven to be both strong leaders and an inspiration to their teams during the many years they have worked at Ogilvy,” he said.

“Their strong focus on mentoring should also pave the way for further talent to work into leadership roles throughout the region.”

Categories for the Women Leadership Award for Excellence this year include FMCG Industry, Retail Industry, Hospitality & Tourism Industry, IT, Advertising and Public Relations, Media and Communication, Medicine and Science Research, Entrepreneurship, Corporate Management, Coaching and Consulting, Business and Economic Development, Brand Management and many more.


For more information, please contact: Rebecca Tilly, STW PR on 0410 501 043

PR professionals guide to measurement

July 23, 2013 by  
Filed under Blog

Kaz Scott – Strategy & Planning Director, Ogilvy Public Relations

The world of PR measurement is changing, albeit at a snail’s pace! Responsibility rests with both clients and agencies and it’s up to both sides to push each other towards more meaningful measurement. That means driving a stake through the heart of AVEs, educating and pushing back on those who still think that AVEs are a ‘like-for-like’ measure with paid-for media. Instead, try opening a conversation about higher value coverage that actually reaches your target audience – or introducing a level of rigour through the Valid Metrics Framework; by working on solutions that measure outcomes and impacts (rather than just inputs and outputs like media coverage); introducing Share of Voice benchmarking or investing in Share of Impact analysis.

The bottom line is that there is no silver bullet – every client and project needs its own measurement solution – put in place up front rather than at the end. And most importantly, we’ve got to be prepared to invest in measurement – estimate about 10% of any budget to be put aside for this.

Read Kaz’s view in the latest edition of Influencing, PRIA’s measurement guide “a good solution” here


Ogilvy PR Australia boosts content capabilities with appointment of influential TV producer and journalist to Howorth

July 18, 2013 by  
Filed under News

Sydney – July 18, 2013:  Ogilvy PR Australia has appointed TV journalist Helen Frost to join Howorth, business to business and technology specialist consultancy and part of Ogilvy PR Australia, as Content and Editorial Manager.

A journalist with 14 years’ experience, Frost worked at Channel Nine, Sky News and Haymarket Media. She has joined Howorth to focus on delivering new content capabilities for owned, earned and paid media.

“We’re delighted to welcome Helen to Howorth and Ogilvy PR, and excited to have someone with her editorial and content experience join the team,” said Graham White, Managing Director, Howorth.  “Helen’s longstanding career as a TV producer and reporter for some of Australia’s leading broadcast networks will bring first class editorial and content expertise to Howorth and the Ogilvy PR group, growing our capability in this rapidly expanding area.

“With the ongoing shift in the communications and media landscape and the opportunity for brands to communicate directly with consumers through a wide variety of online media, Helen will be an enviable resource for both our current and future clients,” White continued.

Frost will play a specific role on some of the agency’s core clients, contributing to media and content strategy as well as production. In addition to her role in Howorth, she will also work closely with others in the agency to broaden Ogilvy PR’s content offer, which is being led by Social@Ogilvy’s newly appointed Managing Director, Yianni Konstantopolous.

Frost is excited about joining the communications industry at such a progressive time. “It’s a time of significant change in the media and PR industry, and this is a terrific opportunity to help drive that change in a way that‘s going to extend Howorth’s boundaries to the benefit of its clients,” she said.

“Storytelling is always at the centre of my experience. My background in TV, print and online, will not only help my colleagues and our clients, but it will also pave the way for PR and social to charge ahead in content creation,” Frost continued.

“I believe there are only a few PR agencies currently capitalising on these opportunities to create engaging and relevant content through traditional media – and owned channels at the same time. Howorth is a progressive agency and I look forward to ensuring we seize the opportunities and remain at the forefront of the industry.”

Frost was most recently a producer across Nine’s daily news bulletins, including The Today Show, and prior to that ran the Prime7 newsroom for Central Western NSW. As the senior reporter she covered issues important to regional Australia such as renewable energy, transport and most importantly innovations in health.

She also spent time as a senior producer and technology reporter for Sky Business News and as the managing editor of Haymarket Media’s business division.


Howorth is part of Ogilvy PR Australia, a joint venture between WPP and STW Group, Australia’s leading marketing content and communication group. Ogilvy PR Australia is the country’s largest PR and public affairs agency with offices in Sydney, Canberra and Melbourne.  It is 51% owned by WPP and 49% owned by STW.

For more information contact:  Sandra Renowden, STW PR on +61 403 823 218

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