Matt Buchanan named judge at CLIO Awards 2012

Managing Director of Pulse Communications, Matt Buchanan has been announced as a juror for the 2012 CLIO Awards in the Public Relations category.

The CLIO Awards is an international advertising, design and communications competition which recognises and rewards creative excellence in the industry. Richard

Beckman, CEO of Prometheus Global Media, parent company of the CLIOs, said “ The CLIO Awards has forged its reputation as the world’s most influential advertising competition thanks in large part to the calibre of our jurors and the integrity of our judging process.

These jurors represent the very top talent in their respective fields and will bring the highest standards of excellence to the CLIOs.”

This year’s CLIO Awards will be held in May at the American Museum of Natural History in New York.

Ogilvy PR Melbourne stars at Victorian PRIA State Awards for Excellence

The Melbourne office of Ogilvy Public Relations has won two categories of the Public Relations Institute of Australia’s State Awards for Excellence in Victoria.

At an event attended by more than 100 practitioners at the The Australian Centre for the Moving Image Ogilvy PR took out top honours in the Health and Special Events categories.

Together  with client the Organ and Tissue Authority, Ogilvy PR’s Lelde McCoy won the health award for the  public relations campaign to support the To Donate Life, Discuss It Today – OK campaign.

This campaign was Australia’s first national community awareness campaign aimed at closing the gap between the high level of support for organ and tissue donation and the ultimate ability for donation to proceed, predicated on family consent.

Bringing together government, clinicians and community organisations, the campaign encouraged a national conversation about donation. Both traditional and digital media platforms were used to communicate the facts and dispel the myths.

In their comments, the judges said that it was a very professional campaign with good results in raising awareness and prompting increased positive behaviours. They said “the campaign utilised clear, easy to digest messages presented through authentic storytelling and a cross-media approach.”

The second award in the special events category was won by Kelly Ward for Reigniting the Brisbane Good Food & Wine Show, a campaign which resulted in increased visitor numbers to the annual event.

A high profile Trendsetter Survey was developed to reinforce the Show as a food industry thought leader and a Celebrity Cupcake Challenge launched the Show generating media involvement.

Judges’ feedback was “this was a strong creative campaign that delivered on every objective and was backed by thorough research. Its implementation was well-planned and cost-effective, utilising a modest budget.”

Both campaigns will now be up for national Golden Target Awards at the Public Relations Institute of Australia’s conference in late October.

Canon Australia appoints Ogilvy Public Relations Australia for Consumer Imaging account

Canon Australia has today announced the appointment of Ogilvy Public Relations Australia to handle public relations for Canon Consumer Imaging.

Following an exhaustive and highly competitive four-way pitch, Ogilvy PR’s success was announced by Andrew Giles, Public Relations Manager for Canon Consumer Imaging.

“We are delighted to announce our new partnership with Ogilvy PR,” Mr Giles said. “We were looking for a team to take public relations to the next level and Ogilvy PR presented an outstanding, thoughtful and creative pitch.

“What set them apart was that they spoke to us about our business, and not just about PR. They really understood what we want to achieve and linked it to a clear, creative strategy that showed the connection between PR and business results,” he said.

Mr Giles thanked Hill & Knowlton, which has held the account for the past nine years, for their many contributions to the Canon business over that time.

Kieran Moore, Ogilvy Public Relations Australia’s Chief Executive Officer, said the win had sent a buzz through the consultancy.

“Canon is one of the most innovative and respected brands in the world and their approach to leading new ways of thinking around communications strategy and planning integration – from advertising, media buying and PR – makes it an exciting seat to have at the table,” Ms Moore said.

“Canon wants its agencies to challenge them and to work in partnership to do exciting, integrated campaigns that get real cut through and lead to tangible business benefits. This is a brief that plays into Ogilvy PR’s unique strengths, where we can bring together specialists from our entire cross consultancy team in branding, consumer activation, product, strategy and planning and digital influence.

“We look forward to a long lasting and mutually challenging relationship.”

The relationship with Canon Consumer Imaging will involve Ogilvy Public Relations in product and brand PR and thought leadership in the area of consumer marketing and adds to the Canon Business Imaging account which Ogilvy Public Relations won in December 2010.

Ogilvy PR will formally commence work on the Canon Consumer Imaging business from 1 October 2011.

DHL Export Barometer 2011

September 2, 2011: The challenge: DHL Express enlisted the Howorth B2B team to develop and execute a media strategy to release the results of the 2011 DHL Export Barometer, the annual survey into the health of the Australian export economy.

Conducted by independent researchers and supported with analysis from Tim Harcourt, Chief Economist of Austrade, the Barometer provides insights into factors impacting Australia’s exporters by conducting in depth research across range of industries including agriculture, manufacturing, mining, tourism and professional services.

Our approach: Hot topics in the Australian media in the weeks leading up to the launch of the Barometer were the negative impact that the strong dollar and online retailing were having on Australian businesses.

The Howorth team spotted an opportunity to capitalise on this by linking the Barometer findings to these topics but adding new elements to the conversation – the growth opportunities that online commerce was presenting Australian businesses and highlighting

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

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.

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.

PR communications in 2021 research study

Ogilvy PR Australia is turning 10 years old this year. As well as looking back at the changes in the public relations industry over the last decade we’re also looking forward at the challenges we’ll face in the next 10 years and how we might need to respond. As part of this we’re undertaking some opinion leader research amongst our industry peers in partnership with the IABC.

The research findings will be launched on Tuesday 26^th July. There is an opt-in option to receive a summary of the findings once complete.

Follow the link to have your say http://survey.theoru.com.au/survey/scyWebDe.dll/OPEN/L1075f

 

John Studdert appointed to Holmes Report Sabre Awards judging panel

Ogilvy Public Relations Executive Chairman and Regional Director, John Studdert, has been appointed to the judging panel for the 2011 Holmes Report Asia Pacific Sabre Awards. The Sabre Awards are returning to the Asia Pacific region after a three year break and recognise excellence in reputation and branding in the public relations industry. This year will see the Sabre Awards host its first ever Asia Pacific awards dinner in Hong Kong in August and for the first time winners will automatically be entered in to the global competition which will identify the 25 best of the best PR programmes worldwide.

Ogilvy PR is the largest and most awarded public relations consultancy in Australia. We place a great emphasis on entering and winning awards to maintain this title and celebrate the great client work and successes of our teams.

John Studdert, said “I’m honoured and excited to be invited to join the judging panel for this years’ Sabre Awards. It’s incredibly important to recognise and share the work we’re doing with our industry peers to maintain a high standard of work and raise the profile of the role of public relations. I’m looking forward to seeing some great work from across the Asia Pacific region and taking the experience back to Ogilvy PR to challenge my team even further.”

The Sabre Awards are now open for entry Holmes Report Sabre Awards 2011

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

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