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

Puma and Pulse Communications invites you to meet someone fit at the Puma Love Run

Puma staged its first-ever ‘Love Run’ on the 2011 Valentine’s Day weekend, which saw almost 1500 Melbournians take to the streets in search of a Valentine’s date.

Consumer public relations agency Pulse Communications, in an integrated plan with Badjar Ogilvy Melbourne urged Melbournites to pull more than a muscle and snag themselves a date with the fun run which was followed by a love-inspired after party featuring Nova’s Jody Mcleod and hit international act, Miami Horror. The campaign, which used the strap line ‘Meet someone fit’ was created as a fun event for people who love staying fit and the challenge of exercise but are not necessarily elite runners. Bringing runners together in a social sense was key and attracted a great crowd with people connecting in a fun fitness inspired way. As part of the Love Run, participants wore different colour tees indicating if they were single or if ‘hooked up’. Runners could undertake a 4.5km ‘cheeky quicky’ run, or a longer 6.5km event.

Ambassadors Chris Judd of the Carlton Football Club and Nova DJ Ash Williams were engaged to spread the love with the event securing coverage in the Herald Sun, MX, MTR, News.com.au, B&T, FHM and News.com.au and reaching over 33 million people Australia wide

The goal for 2012 is to spread the love nationally with more love run events popping up over the nation next year and bringing more lovers together.

For more information and images, please contact Alice Coulthard at Pulse Communications 03 9684 6332 alice@pulsecom.com.au

Puma www.puma.com.au

Ogilvy PR makes Malaysia the hottest, most talked about cuisine in Australia

Ogilvy Public Relations’ consumer PR agency, Pulse Communications, helped to put Malaysian cuisine on the map when it recently launched Malaysia Kitchen Australia, transforming Sydney’s State Theatre Laneway into Australia’s first ever Malaysia Kitchen Food Market.

Malaysia Kitchen is an initiative from the Malaysian External Trade Development Corporation (MATRADE), and aims to increase Australians’ awareness of Malaysian cooking and encourage them to experience the diverse tastes of Malaysian cuisine in restaurants across the country. It follows the successful roll out of Malaysia Kitchen in London and New York.

The Malaysia Kitchen Food Market was a contemporary take on a Malaysian hawker-style market and featured long dining tables, where guests were seated to experience a tasting plate of authentic Malaysian dishes from some of Sydney’s finest Malaysian restaurants including Chinta Ria and Mamak[i].

Interest in the contemporary hawker-style event was much higher than anticipated with over 1,300 guests attending, completely selling out for both lunch and dinner sessions for the four days Malaysia Kitchen Food Market was open in February.

Over 16 million Australians heard about the campaign via a tailored PR program which included over 8o pieces of editorial coverage including The Morning Show, Sydney Morning Herald, MX and News Limited online.

A social media campaign saw key bloggers such as Helen Yee of Grab Your Fork and Jennifer Lam of Jenius encourage Sydney-siders to visit the food market, and start a discussion around Malaysia cuisine.

Matt Buchanan, Managing Director of Pulse Communications said: “We are thrilled with the success of the launch of Malaysia Kitchen Australia, and the positive response to Australia’s first Malaysian Food Market.  The popularity of the event completely surpassed our expectations and it was amazing to see how many Sydney-siders were willing to queue to experience a taste of Malaysia. The results demonstrate the strength of a truly integrated PR and social media campaign to drive consumer engagement.”

Australians can continue to engage in Malaysia Kitchen Australia, by visiting the dedicated Malaysia Kitchen website, www.malaysiakitchen.com.au which provides information on Malaysian cuisine, recipes, chef profiles and tips and events taking place across the country.

For more information and images, please contact Lyndsey Gordon at Pulse Communications on 02 8281 3839 / Lyndsey@pulsecom.com.au

• Ogilvy Public Relations www.ogilvypr.com.au
• Malaysia Kitchen www.malaysiakitchen.com.au
• MATRADE www.matrade.gov.my

Howorth appoints two Practice Directors

Howorth Communications, the technology and business to business specialist firm within Ogilvy PR Australia, has appointed two senior Practice Directors to manage ongoing growth across its consumer technology and corporate practices.

Amanda Kiddle and Kathryn Torpy will now lead Howorth’s Digital Lifestyle and Business to Business (B2B) and Corporate practices respectively.

Howorth’s Managing Director, Graham White said: “These key strategic appointments ensure that Howorth has strong and experienced leadership across key areas of the business. Both roles are vital in delivering our long term growth plan, broadening our offer and ensuring continued commitment to excellence and added value for our clients.”

Kiddle joins from the UK, bringing a wealth of consumer lifestyle experience, having led large consumer teams and driven award-nominated brand campaigns at some of London’s top PR firms including Edelman and Weber Shandwick UK. Kiddle’s extensive brand-building and reputation management experience stretches across a range of industries and includes global clients such as Samsung, Warner Bros, Reckitt Benckiser, Mars and Kraft.

Torpy has been instrumental in the growth of Howorth’s B2B and Corporate practice since its inception in 2008. Formerly a journalist in Brisbane, including The Courier Mail, her international PR experience includes business, finance and technology from in-house and consultancy positions in the UK, US and Australia. Her more recent client experience includes Microsoft Australia, CTIMySmart, LexisNexis and Bluescope Steel.

“Howorth recorded its best ever fiscal year in 2010, with headcount now at 35 people,” said White. “In addition to our broader enterprise technology business, which had another terrific year, our B2B and Corporate and Digital Lifestyle practices both enjoyed strong growth. With these two new appointments, we are excited about the year ahead.”

Howorth is part of Ogilvy PR Australia, the country’s largest and most awarded public relations agency, which has scooped more than 50 Australian and global trophies in the past two years.  In 2010, Howorth took top honours amongst all WPP-owned worldwide PR agencies, winning best PR campaign of the year.

Ogilvy PR Australia Lays Down Gauntlet; Invests in First Strategy & Planning Director

Ogilvy Public Relations Australia, a joint venture between Ogilvy PR Worldwide and STW Group, has appointed its first-ever Strategy & Planning Director; returning antipodean Katherine Scott.

Starting immediately, Katherine will work across all Ogilvy PR Australia companies, including Howorth, Impact Employee Communications, Ogilvy PR Health, Parker & Partners and Pulse Communications.

Ogilvy PR’s CEO Kieran Moore said: “Strategic planning for clients is becoming increasingly important in the PR industry. Katherine has both the experience across multiple sectors and an outstanding track record of delivering outstanding work for some of the biggest UK brands and organisations. London’s loss is our gain – her insights, passion and personality will make a huge contribution to our teams and our work.”

Originally from New Zealand, Katherine has arrived back in Australia after five years as an Associate Director with leading agency Fishburn Hedges, spearheading high-profile campaigns for the likes of London 2012, British Telecom and campaigns in the public sector. A true generalist, she has more than 10 years’ experience in communications planning, issues management, account handling and campaigning and has held senior positions in leading agencies in the Middle East, China and New Zealand.

Based out of Sydney but servicing Ogilvy PR offices in Canberra and Melbourne, Katherine will focus on campaign development for new and existing clients, supporting the increasing demand for multidisciplinary programs which focus on audience insights and engagement, creativity and channel strategy and integration.

“Very few barriers still exist between traditional communication disciplines. Strategic planning is no longer a mysterious art form reserved for the ‘paid-for’ world.

“In Ogilvy PR I discovered that rare thing; a like-minded agency that has the depth to be a genuine multi-disciplinary strategic planning partner for clients and one that is bold enough to invest in placing audience insights and engagement at the heart of new and existing briefs,” said Scott.

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.

Howorth & OgilvyEarth kickoff 2011 with Canon account win

Howorth and Ogilvy PR Australia partner OgilvyEarth have been appointed by Canon Australia to manage public relations and communications strategies across its corporate, sustainability and business imaging divisions following a competitive pitch.

Canon’s Director of Business Imaging, Craig Manson, commented “We were impressed with Howorth and OgilvyEarth’s vision for Canon. They presented ideas that were insightful, imaginative and at the same time, campaign-able.”

“This year will see an even greater focus on the revitalisation of the Canon brand in Australia, supporting our position as leaders in digital imaging and business solutions,” Craig said.

In response to the win Kieran Moore, Chief Executive Officer of Ogilvy PR Australia, said “We are thrilled to kick off 2011 in partnership with such a prestigious brand.”

“Ogilvy PR’s unique business model means we can offer clients like Canon bespoke teams of communication specialists. Through Howorth and OgilvyEarth Canon will be working with a team offering unrivalled expertise across technology, corporate communications and sustainability and will focus on building the Canon brand,” said Kieran.

Motorola DEFY Launch Event

Ogilvy PR’s technology and business to business public relations agency, Howorth Communications, has a long-standing relationship with Motorola and hosted an event earlier in the year, focusing on Motorola’s re-entry to the Australian market following a quiet period.  To continue this momentum, Howorth was briefed to host another event to launch its newest smartphone and hero device, the DEFY.

The DEFY is built on the Android 2.1 operating system and the handset is water, dust and scratch resistant, making it the ultimate ‘summer-proof’ phone. It also features MOTOBLUR which allows users to sync all their contacts, messages and social media applications to their 3.7” screen.

As such, Motorola was targeting a young and active audience – consumers who want a phone that can keep up with their life but that also comes with all the features of an Android smartphone. The launch event had to serve a dual purpose – to educate media on the phone but also reflect the summer-proof and fun nature of the phone.

The Motorola DEFY event was hosted at the Ivy Penthouse, known for its exclusive and young energetic vibe. Ambassador of the DEFY handset and Pro skater Corbin Harris guest presented at the event, demonstratedwhy the DEFY is perfect for him and his lifestyle, even stating “It is so tough, I can’t even break it when it drops from my pocket“.

The public relations event consisted of two sessions, the first a private briefing session to all tier one, business, TV, lifestyle consumer and trade media hosted by Motorola and Telstra spokespeople, followed by a party, which was attended by a number of celebrities and social pages media.

The first session attracted 37 attendees from key media including; Sky Business News, Sydney Telegraph, Sydney Morning Herald, T3, Women’s Health, Cleo, Channel 9, Herald Sun, CNet, 2GB, Madison and Sun Herald S.

The second session attracted 30 key celebrities including; April Rose Pengilly, Alex Needs, Lincoln Lewis, Rhianna Fish and Roxy Jacenko. Also in attendance were seven snappers and twelve prominent social pages media.

The event was covered across a range of platforms.

Twitter activity was also significant with a peak in conversation which can be attributed to event use and encouragement of the #defy hashtag, including tweets from key celebrities April Rose Pengilly and Roxy Jacenko.

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