Blockbuster bites back!

Blockbuster Australia approached Howorth in 2010 to develop a public relations campaign as part of the planned roll out of a $3.5 million brand repositioning campaign – their biggest in ten years.

Despite being wholly owned by Franchise Entertainment Group and maintaining strong business performance, Blockbuster Australia was perceived to be affected by the financial challenges faced by Blockbuster Inc in the US –fuelling misconceptions around the viability of the business domestically.

Howorth set out to:

• Address the immediate challenges resulting from the coverage of Blockbuster Inc.;
• Use the launch of the brand repositioning as a platform to generate positive stories around Blockbuster Australia’s market position and the health of the industry in Australia;
• Engage the franchisees in the brand repositioning campaign and communicate the role franchisees play in driving the success of the company.

To tackle the misconceptions resulting from the US, Howorth developed key messages around the independence of Blockbuster Australia from its US counterpart and the stability of the local business. Statements were distributed to domestic media in response to further developments in the US and media that had previously covered the issue.

Howorth recognised the importance of incorporating the franchisees in the public relations strategy as it is they who drive the business and owner operated model which makes the local industry unique. Howorth worked directly with franchisees to seek potential local media opportunities to change perceptions at a grass roots level and support local business objectives.

Finally, in preparation for the brand repositioning launch pre-briefings with top-tier media were arranged to: create buzz around the evolution of the brand; explain the rationale behind the repositioning and its role within Blockbuster’s long-term business objectives; and share Blockbuster Australia’s point-of-view on the future of the industry.

As a result of the PR launch of the brand repositioning in October 2010, the US challenges had been disassociated, the business’ health was reinforced and pre-conceived perceptions on the industry and future of the business had begun to shift.

Over the months of July to November 2010, the PR campaign reached 7,278,413 online readers, 224,089 TV viewers and radio listeners and 991,255 newspaper readers – a total of 8,493,757 Australians.  Key messages were prevalent in prominent headlines, such as:

• Blockbuster adopts social hub strategy, The Australian
• Blockbuster invests in rebranding campaign, Franchising
• Blockbuster Australia leaves bankrupt US chain’s woes behind, Dynamic Business
• Blockbuster Australia gets a makeover, Retail Biz
• Blockbuster Repositioning Campaign, Sky News

Going like Blockbusters, Australian Financial Review

Square Kilometre Array – the world’s biggest telescope

Issue: Ogilvy Public Relations was engaged by the Department of Innovation Industry, Science and Research (DIISR)  to get the Australia and New Zealand (ANZ) public behind the Square Kilometre Array (SKA) bid to bring the world’s biggest telescope to Australia. With the bid element of the project nearing crunch time (early 2012), it was time to ramp up public awareness, build excitement and most importantly gain the public’s support.

Challenges: Ogilvy PR had to overcome several challenges in order to successfully execute the campaign objectives:

• Creating the news hook: Given there were no new bid milestones during the campaign activity period, Ogilvy PR had no timely news hook to engage media around.
• Making a complex message relevant and engaging for the public: The SKA is a technical scientific feat had previously only received interest from the science community. The radio astronomy jargon had to be broken down and the question “why should I care about a telescope?” had to be answered before gaining the support of the ‘man on the street’ for the project.
• Overcoming negative perceptions such as the project cost and environmental impact:  The SKA will cost the international community over $2 billion to build – to some, a perceived waste of tax payers’ money. Many Australians were also feeling uneasy about the way in which 3,000 dishes would change and impact the Australian landscape.

Public Relations Strategy: To create mass awareness and gain the support of the Australian public, Ogilvy PR developed a number of media opportunities to feed to the media over the three month campaign period. In order to build these opportunities, Ogilvy PR:

• Put a personal face to the story: Science commentator, author and radio presenter, Dr Karl Kruszelnicki was engaged as the campaign ambassador; a spokesperson which the Australian public could relate to and who transcends the science community, taking the story out of the “geek” world and into the everyday. Dr Karl took part in a media tour supported by additional spokespeople relevant to different audiences and media outlets

• Created a unique media experience: To provide media with new and exclusive content, Ogilvy PR coordinated a media visit to the proposed SKA site in Western Australia. TV, online and print journalists attended capturing photographs and footage of the site coupled with interviews with various key spokespeople

• Generated tailored stories that would spark interest with the different audience groups:Ogilvy PR created a number of different angles to bring to life the bid for different media. This ensured the SKA message reached everyone from school children to young males, from the working professional to the tech savvy individual.

Outcome: Ogilvy PR achieved 50 pieces of coverage, exceeding the KPIs by 185%, with a campaign reach of over 38 million Australians. Coverage highlights included: The Sydney Morning Herald, The Daily Telegraph, ninemsn, News.com.au, Sunday Times, The Age online, Herald Sun online and Today Tonight. The overall return on investment for the DIISR came in at 6:1. Having successfully brought the message of the SKA to the Australian public, Ogilvy PR look forward to the SKA bid announcement, due to take place in February 2012.

Ogilvy PR Melbourne Boosts Team

Melbourne, June 22, 2011: Ogilvy Public Relations Australia, a joint venture between Ogilvy PR Worldwide and STW Group, has appointed James Cameron as Senior Account Manager as part of its growth plan for Melbourne.

James has corporate, B2B and financial services PR experience across both Australian and European markets.   Prior to joining Ogilvy PR Melbourne, James was with N2N in Sydney and in London, James honed his communications skills at Consolidated PR, supporting the PR activity for international companies including HSBC and American Express.

James will work across Ogilvy PR Melbourne’s government, B2B and financial services clients.

Lelde McCoy, Managing Director, Ogilvy PR Melbourne, said: “We are really excited about James joining our award-winning team. He has strong skills and as we look to grow the business in Melbourne, his experience across the public and corporate sectors will prove invaluable.”

Commenting on his appointment, James said: “I am very happy to be joining Ogilvy PR Australia, and supporting its growth in Melbourne. I look forward to working with the agency’s high-calibre team and excellent client base.”

ENDS

For more information contact:

Rebecca Tilly, STW Group

Ph: +61 410 501 043

Global entertainment leader, Activision, appoints Pulse Communications

Pulse Communications has boosted its youth and entertainment portfolio with its appointment by Activision, the world’s leading interactive entertainment and video games publisher.

The agency will work closely with Activision and its partner agencies to create a strategic and creative communications plan, incorporating all elements of traditional media plus social media stakeholder engagement, ambassador programmes and high-profile experiential activations.

Pulse won the Activision account in a competitive pitch and will work in tandem with Activision’s in-house PR and marketing team across the Activision portfolio including games releases, downloadable content and new entertainment IPs.

Activision Senior Vice President, Ben Graetz, said: “We are thrilled to be working with an agency of Pulse’s calibre and know they will be a great partner in what will be one of the biggest years ever for our fans and for Activision.”

The first campaign for Pulse will be the launch of the innovative new kid’s property, Skylanders Spyro’s Adventure. This will be followed closely by the launch of Call of Duty Modern Warfare 3, which is widely expected to be the biggest entertainment product of the year.

The win further boosts the youth and entertainment portfolio at Pulse, which includes leading brands such as Twentieth Century Fox, Hot Wheels, LG, Monster High and Disney and adds to a string of recent business wins including Kimberley-Clark, Mattel, and Carnival Cruise Lines Australia.

Pulse Communications Managing Director, Matt Buchanan, said: “Gaming now dominates the entertainment industry and Activision is the best in class, so this is definitely an exciting win for Pulse.

“As the company who launched Xbox in Australia, we have the perfect skill set to hit the ground running and plenty of keen gamers among the team, raring to get started. With properties such as Call of Duty, the most successful entertainment property in history, Activision is an amazing addition to our youth and entertainment portfolio.”

Pulse Communications is part of Ogilvy PR, the largest and most awarded public relations agency in Australia. Ogilvy PR Australia is a joint venture between Ogilvy PR Worldwide and STW Group, Australia’s leading marketing content and communications services group.

Ends.

For more information contact:

Rebecca Tilly

STW Group

Ph: +61 410 501 043

Lex Deasley to speak at Mumbrella 360 conference

Pulse Communications Creative Director, Lex Deasley, will be speaking at the upcoming Mumbrella 360 conference. The topic for discussion is ‘The six things that are wrong with PR and how to fix them’. The conference will be held on June 7 at the Hilton Hotel in Sydney.

Take a look at the line up and register to attend the conference here.

Telstra Productivity Indicator 2011

In 2009, Telstra Enterprise & Government (Telstra’s largest sales and service division, which provides services to more than 1,500 large organisations) launched a three-year thought leadership campaign to re-position the brand from transactional supplier to trusted advisor and differentiate it from its competitors.

For the third year, Howorth worked with Telstra Enterprise & Government to launch the “Telstra Productivity Indicator” – a commissioned research report

surveying more than 300 directors, senior executives and managers around their attitudes and behaviours to productivity.  This year, the research focused on traits that successful businesses had in realising productivity improvements, a group Telstra labeled ‘Productivity Leaders’. Over the last three years the campaign has successfully been integrated into TEG’s sales and marketing initiatives, meaning that besides media relations activity, Howorth has been integral in developing internal collateral including sales materials, customer brochures and website copy.

The challenge in 2011 was in launching findings that would still continue to be relevant and interesting to Telstra’s target audiences and the media. As has worked well in previous years, embargoed media briefings were conducted with tier one business and technology media to maximise the amount of quality media coverage. Following the briefings, a general news release was distributed.

PR drove positive results with more than 40 pieces of traditional print and online media coverage achieved, with 31 articles appearing on launch day.

Key highlights so far this year have included:

• Paul Geason, TE&G Group Managing Director, was interviewed under embargo by eight national newspapers, news wires and business television programs including The Australian, AAP, Business Spectator, Sky Business News and ABC Lateline Business;

• 23 articles appeared in Telstra’s core media list (The Australian, iTWire, Business Spectator, BNET, Communications Day, Exchange, Sky Business News, BRW), doubling 2010’s day-one coverage;

• The Telstra Productivity Indicator continues its influence and reach to TEG’s key audiences – in April, the 2010 report was referenced in the Federal Government’s draft paper on its information and communications technology (ICT) strategy. Previous reports have also been referenced by Australian public policy think tank The Grattan Institute and in a speech by former Prime Minister Kevin Rudd.

Ogilvy PR announces management appointments in Melbourne office

Ogilvy Public Relations has appointed Kelly Ward to Director and Tammy Walker to General Manager of its Melbourne office.

Kelly Ward has 25 years’ industry experience, primarily within multi-national consultancies, including 10 years as a Director with Porter Novelli. Kelly’s in-house experience includes establishing the PR function for the NHMRC’s National Institute of Clinical Studies, where she was PR Manager for five years. During her time at Ogilvy PR she has been involved in the establishment of the national social marketing practice while working across client accounts such as the Australian Government’s Measure Up campaign, National Asthma Council Australia and the Chiropractors’ Association Australia.

Tammy Walker has 15 years’ industry experience including 13 years in marketing and PR roles in large consumer brands working client side including Hewlett-Packard, Sensis, STA Travel and Foster’s Group. Tammy joined Ogilvy PR in July 2009 and works across client accounts including Ford, McCAIN, Jetstar and Mattel.

Managing Director of Ogilvy PR Melbourne, Lelde McCoy, said: “I am very excited about the appointments and growth plans for the Melbourne office.

“Over the last 12 months we have continued to grow our reputation and footprint in the Victorian market. We have ambitious plans for the Melbourne market and expect to double our consultants to 20 next year,” she said.

These promotions come on the back of the appointment of four new consultants to Ogilvy PR Melbourne in the last month and the team being awarded the IABC Gold Quill Award recognising excellence in business communication for its work on the Organ and Tissue Authority’s “To Donate Life, Discuss It Today – OK” campaign.

Ogilvy PR Melbourne will continue to focus on growing its social marketing, consumer and brand, business-to-business and health portfolios.

Ogilvy PR is the largest and most awarded public relations agency in Australia, scooping more than 50 Australian and global trophies in the last two years, including the top honour amongst all WPP-owned PR agencies. It opened its rapidly-growing Melbourne office last August. Ogilvy PR is part of STW Group, Australia’s leading marketing content and communications services groups.

For more information contact:

Tessa Sexton

STW Group

Ph: +61 421 098 674

Ogilvy PR Australia wins international communication award

Ogilvy PR in Melbourne has won a prestigious international Gold Quill Award recognising excellence in business communication for its work on the Organ and Tissue Authority “To Donate Life, Discuss It Today – OK” campaign.

Presented by the International Association of Business Communicators (IABC) in San Francisco this week, Ogilvy PR received the award in the Social Responsibility category after competing against more than 900 entries from 26 countries.

The Australian Government’s winning national DonateLife campaign sought to address the gap between public support and the consent rate for organ and tissue donation, asking Australians to discuss their donation wishes with family or next of kin (www.donatelife.gov.au).

The PR program included strategic planning, community outreach, publicity, stakeholder communication and social media.

Lelde McCoy, Managing Director, Ogilvy PR in Melbourne said: “This Award is a great reflection of the company’s talent and its commitment to delivering powerful, effective communication strategies and campaigns.”

“This is a great combination of a really important cause combined with a team that is passionate about the work.  It’s very rewarding to be recognised for our work globally and in the face of such strong competition,” added McCoy.

According to the IABC, this year’s winners displayed excellence in organisational communication and serve as best practices for professional communicators across the world.

“The Gold Quill Awards is one of the few opportunities for communicators to have their work recognised at a global level,” says Melissa Dark, ABC, chair of the 2011 Gold Quill Awards. “The awards recognise work done in the many and varied facets of the business communication profession, but in all areas it is primarily concerned with demonstrating how the communicator has added value to their business through strategic, innovatively-executed and thoroughly measured communication activity.”

A select number of award-winning entries will be on display at the IABC 2011 World Conference and will be published in IABC’s Discovery.

This is the latest in a raft of Gold Quill Awards for Ogilvy PR including three wins in 2010. Impact Employee Communications received two Awards of Excellence for their work with Ford Australia and Bayer ANZ, and were also named best in show, winning the IABC’s annual 2010 Special Business Issue Award for Ford Australia.

Ogilvy PR is the largest and most awarded public relations agency in Australia, scooping more than 50 Australian and global trophies in the last two years, including the top honour amongst all WPP-owned PR agencies.  It opened its rapidly-growing Melbourne office last August.  Ogilvy PR is part of STW Group, Australia’s leading marketing content and communications services groups.

Young professionals demand an internal change of focus

Like many employees in the communication industry, I undertook an internship while still at university. My four weeks with Impact proved to be invaluable as I gained contacts, advice and most importantly, my first real taste of the industry. However, as it was not covered in my bachelor of communication degree, it took me the longest time to completely understand what ‘internal communication’ was exactly, and I still don’t think I’ve nailed it!

As a public relations major I understood the part PR played in a company’s success, but didn’t see the reason for internal communication management – not because I disagreed with it, but because there simply wasn’t enough about it on my course.  I’m learning, this lack of understanding about just how powerful galvanising employee support through great internal communication can be, exists across many organisations.

It soon became clear as I better understood what Impact does, just how powerful what we do can be in driving organisational success. Companies who invest in employee engagement are shown to have a higher rate of productivity and lower turnover. Employee communication ensures that the correct messages flow between all levels of management and that two way communication is facilitated. In short, it is crucial!

More and more companies are discovering the advantages of internal communication and it is becoming a growing industry in Australia. I really feel that it is time for all Australian universities to include an internal communication unit in their core communication degree requirements. By skimming the surface it is impossible to understand the significance of employee communication and the influence it can have on the smooth internal and external operations of an organisation.

Luckily I have an entire team of internal comms professionals surrounding me at Impact who are helping me to work out my EVPs from my ELTs. It may take me a while, but slowly I’m piecing everything together. Ask me again in another few months and hopefully I’ll be better able to explain ‘what is internal communication’.

But then again, don’t be surprised if I’m still completely overwhelmed!

Connecting with the frontline: no disguise needed

It’s not often a business blog entry is inspired by reality TV – but here goes…

Countless CEOs encounter some of the same conundrums on a daily basis – how do I really know what’s going on in the depths of our organisation? How can I get more in touch with our people? How do I become more authentic?

Although pitched as a mainstream TV show, Channel 9’s Undercover Boss, tackles just this. It follows CEOs from large companies as they head off ‘undercover’ into their own businesses.  With a splash of hair dye, addition or subtraction of facial hair, and a fresh perspective, they arrive at the coalface under the guise of someone wanting to return to the workforce and being tested across a range of different frontline roles.

The show contains all the elements that today’s reality TV viewer loves. A dash of deception; the ‘Big Guy’ being made to look foolish by the ‘Little Guy’; warm and sometimes heart-breaking tales from unsung employee heros about life struggles; the suspense of the ‘reveal’ as the CEOs disclose their identities, and finally, reward – usually financial – recognising their efforts for the company. It’s dramatic, funny and heart-warming and unsurprisingly its format has been syndicated across the world.

It does however, from a leadership perspective, highlight a very important initiative that can help find answers to the questions raised at the start of this post.

Back in the UK, I worked for eight years with one of the UK’s largest pub, restaurant and hotel retailers. Across that time, saw a raft of people initiatives introduced across what was a 52,000 disparate workforce.

None however so powerful as their senior leaders having to spend a mandatory week a year working out in the field. Serving customers, checking deliveries, stock-checking, etc. The success factor? How the company then ensured they talked about their experiences through both formal and informal internal communication channels.

Fact. We have a reduced talent pool in Australia, so focusing on ways to retain employees is critical. A demonstration of leadership empathy and connection with the frontline MUST be a part of this.

Nothing is so powerful, in portraying authentic empathy with employees, than having real stories from the frontline. Truly understanding the tough stuff employees put up with everyday can clearly close the gap that currently exists between the frontline and senior leaders.

My advice:

• Implement a simple ‘ride-along’ program for senior executives, or the top 10% of the business (across all roles). No matter your industry, you can make it work
• Just Do It (as the good people at Nike say) – ensure appropriate processes are in place to ensure accountability
• Make changes – ensure improvements are made based on what leaders experience
• Talk it Up! – share stories, recognise the great (people) and the not so great (systems and processes)

It’s an inexpensive and powerful way of driving true connection and understanding with the frontline.

And the better news? Unless your PR team advises you otherwise, you don’t have to do it on national TV.

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