Category: News

FORWARD announces partnership with global network, Sopexa

Today we announced a new partnership with Sopexa, one of the world’s leading food marketing and communications agency networks.  This partnership will strengthen their presence in Australia and New Zealand. In a reciprocal arrangement, Sopexa will also work with us to deliver global capability and reach for our clients and projects.

Through this partnership FORWARD will work to deliver campaigns for a selection of Sopexa’s global client roster which require local campaign implementation. Meanwhile, Sopexa will also help our clients to grow worldwide thanks to its network of agencies.

Charles Durand, Asia Pacific Director Sopexa said: “We opened a fully owned subsidiary in Sydney 2 years ago. Thanks to the synergy between FORWARD and Sopexa, there is no doubt this partnership will provide our respective clients with new added values and opportunities in Australia, Asia and around the world.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We are proud to partner with the Sopexa Group and represent them in Australia and New Zealand.  There is a strong capability and cultural alignment between our agencies, and we are excited to not only be working with them locally, but for the new opportunity we now have to offer our Australian and New Zealand clients access to Sopexa’s global network.”

FORWARD and Sopexa will remain independent agencies and this partnership does not affect their ownership or operating structure.

About Sopexa

Sopexa is an international communication agency 100% food, drink, lifestyle with 60 years of experience in these fields. Sopexa is 1 agency covering 24 countries, 250 employees of 31 nationalities, with the capability to work all around the globe. From influencers’ strategies to branding to shopper marketing, Sopexa serves clients from all continents every year. Sopexa ranks 91stin the Holmes Report’s annual top 250 PR agencies ranking.

FORWARD Wins Best Influencer Strategy

At the annual CommsCon awards ceremony, last night, FORWARD Agency won Best Influencer Strategy for the #itsgottabeMILO – BIG MILO TIN campaign which ran from October to December 2017.

The award recognised this campaign as best in class for influencer marketing strategy.

The #itsgottabeMILO campaign was all about getting Aussies talking and sharing their favourite MILO moments.  To kick-start the campaign, FORWARD identified six iconic Australian influencers and 25 citizen influencers to share their genuine MILO moments and invite their followers on their respective social media platforms to share theirs. These included: Bondi Lifeguards, Lleyton & Bec Hewitt and Em Rusciano.

For more information about the awards click here

For a case study on this campaign click here

FORWARD Agency Wins Beiersdorf PR Pitch

Beiersdorf Australia has appointed FORWARD Agency as their retained public relations and influencer agency partner in Australia and New Zealand, following a competitive pitch process.

The appointment will see FORWARD work across the consumer brands in the Beiersdorf stable including NIVEA, NIVEA MEN and ELASTOPLAST.

Julia Braun, General Manager Marketing at Beiersdorf Australia said: “Following a review of PR agencies and a competitive pitch we are delighted to announce our partnership with FORWARD Agency. Throughout the entire process FORWARD demonstrated a deep understanding and passion for our brands. Fergus and his team have some great ideas for how we can drive better communications outcomes across our business using the power of PR.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We really admire Beiersdorf as a company and are absolutely thrilled to be working with their world leading brands. We are looking forward to collaborating on some exciting projects including innovation in influencer engagement and brand story telling.”

5 Top Beauty Trends We’re Loving

At FORWARD, we are always listening and looking out for emerging beauty trends in Australia and overseas, what beauty bloggers and influencers are talking about, and keeping our finger on the pulse of what beauty media are writing about. Here, we’ve pulled together a list of 5 top beauty trends that we’re loving right now.

1. Changing application of beauty products

The way we view beauty is without a doubt changing at a rapid pace, and applications of different skincare and beauty products are at the forefront of this change. Over the past year we have seen beauty products like blackhead banishing balms, detoxifying seaweed bath bombs and charcoal facial wipes enter the beauty space, highlighting the innovative new paths that are being created.

One form of skincare application that has rapidly grown and transformed in the past year has been masks. One example that we’re loving are slice masks, from Korean beauty brand Kocostar. These are sheet masks cut into round disks and made to look like slices of cucumber, strawberry, kiwi, tulip, rose, and more fruits and flowers. Unlike traditional sheet masks, disks can be used as spot treatments for the face — or anywhere on the body. Each slice mask is designed to target a specific skin concern. The same goes with cream-based masks, which allows the user to target certain areas of the face, or all over, to deeply cleanse, hydrate and moisturise.

2. Clean ingredients

Despite there being constant technological advancements in the beauty category, many brands have discovered the importance of going back to basics, by utilising ingredients that are naturally found in our skin and that are inspired by nature e.g. superfood ingredients. Just as consumers have become more conscious about what they eat and the impact it has on their body, they have also become more interested in exactly what is in their skincare and beauty products. In addition to this, consumers also want to also be inspired and pampered by their skincare products.

The skin is the body’s largest organ, and what we put on it each day directly affects its health and vitality. Ingredients that replenish the skin like hyaluronic acid and Q10 also naturally occurr in the body, and when applied topically, can help fortify and revive the skin’s surface, supplying long-lasting infusions of hydration.

Ingredients that are inspired by nature like argan oil, almond oil, honey, pearl extracts, and charcoal are also very popular ingredients in skincare at the moment, as they all work to gently and deeply nourish skin.

3. Anti-pollution skincare

Skincare in Australia is and will continue to be influenced by the advanced skincare routines and products of Japan, and in particular, South Korea. K-Beauty is based on a holistic approach focusing on innovation, gentle ingredients and nourishing the skin, without the need for makeup. One aspect of K-beauty that we feel resonates in Australia currently is anti-pollution and reversing, or limiting, the damage it can cause to skin.

It’s no secret that pollution can cause premature ageing, inflammation, hyperpigmentation and acne, among other skin issues. Various products have launched into the market that specifically aim to protect the skin from free radicals. They contain anti-oxidants that work to neutralise radical damage caused by environmental aggressors, such as pollution and UV exposure. Korean skincare brands, Cellnco and Laneige, have created skincare ranges that are specifically formulated to protect the skin from pollution and free radicals. They’ve created products including an All Day Anti-Pollution Defensor and Anti-Pollution Refreshing Milk Sleeping Mask.

4. Simplified beauty and makeup regime – ‘skin care as makeup’

While a simplified beauty regime might be a trend which has been a long time coming, this is something which we think will come even more into to the mainstream in 2018. Today, women are opting for minimal and simple makeup application, focusing more on a natural ‘glowy’ look and moving away from caked on, heavy makeup. Many makeup brands have been catering for this shift in the beauty industry, with more lightweight BB creams that easily blend into the skin, instead of covering up imperfections. The Premium Beauty Balm by Dr Jart+ is one of our favourites at the moment as it neutralises skin tone but also has sunscreen in it! Win win!
Lightening up on makeup also means doubling down on skin care, which we are completely in support of. Instead of caking on the foundation, this year it should be all about layering serums and moisturizers for a naturally dewy look. If this rings a bell, that’s because we’re following in the steps of K-Beauty, with their mantra of beauty from the inside. Prepare for social media feeds to soon be filled with photos of #nomakeupselfies. One product to help nail the transition to ‘skincare as makeup’ is the Elizavecca Milky Piggy Hyaluronic Acid 100% Serum.

5. Low cost, low effort and high-quality products

Today’s busy skincare users ask for three things when it comes to beauty products. Products that will deliver; products that don’t cost the world; and most importantly, products that are quick and easy to use. In a world when we’re all short on time, want the most out of our skincare, and we’re currently really appreciating the products which reflect these needs. Today, we are seeing everything from express 1-minute facial masks, to tinted sunscreens, and primers that double as moisturisers, in order to give the consumer bang for their hard-earned buck.

We’re also big fans of new skincare products with multi-benefits, and that are time-saving, leaving users with a natural look and more time to spend living their lives. Light Source Illuminating 3 in 1 Primer from Laurac Cosmetics is one good example, it can be used alone as a face primer under makeup, or mixed in with a foundation or moisturiser, or even applied on top of makeup to brighten and highlight.

What else does 2018 have in store for beauty trends? We can only wait and see – and try them out!

5 of 2017’s Best Christmas PR Campaigns

It’s that time of year again that many people love – Christmas!

Whether it be colourful bright lights and shimmering decorations, magnificent home-cooked meals with friends and family, or finding the perfect tree…it’s hard not to get wrapped up in the festive feeling!

Brands also love Christmas – as they seek to capitalise on one of the favourite holidays of the year and encapsulate the Christmas spirit.

This year, there has been some unbelievable PR, experiential marketing, advertising and social campaigns, which have perfectly captured this special time of year.

Here are FORWARD’s top five favourites:


1. ‘It Feels Good to Give’ – AUSTRALIA

Coca-Cola was on point again this year, bringing the festive cheer with their ‘It Feels Good to Give’ Christmas campaign, in partnership with The Salvation Army.

Together they presented the Coca-Cola Christmas Truck Tour to deliver jovial merriment and extra love to regional Australian communities during the Christmas period, aiming to inspire Australians around the country.

As part of the tour, the brand gifted each region with long-lasting memories for their town. The truck, which was decorated with more than 65,000 festive lights, delivered ‘surprise and delight’ moments at local events, including a concert and even an open-air cinema in the outback.

The tour has been a global success previously, making more than 300 stops in countries around the world and covering more than a million kilometres. It was the truck’s first appearance in Australia, and after visiting numerous towns, the trip ended at the Woolworth Carols in the Domain spreading love and Christmas cheer.

Why we love it:

A great extension of the global campaign, as well as partnering with The Salvation Army to provide regional areas with lasting memories that leave a positive legacy of the brand.


2. Euston station hosts Christmas dinner for the homeless – ENGLAND

Christmas is about giving and this heart-warming campaign couldn’t come at a better time. Network Rail in England will convert Euston station into a soup kitchen for those that are most vulnerable, the homeless, on Christmas Day.

In conjunction with charities, St. Mungo’s and Streets Kitchen, 30 volunteers will serve a full Christmas feast to 200 ‘specifically invited guests’ inside Euston station – a station that draws a large number of displaced sleepers throughout the year.

Network Rail has acquired bistro chain Leon Restaurants to cater, who have gladly volunteered to do so!

With the winter being the most difficult and a particularly lonely time of year for the homeless, this act of kindness promoting charity, generosity and compassion is the perfect Christmas story.

Why we love it:

A great brand piece engaging with audience emotions, whilst addressing the real premise of Christmas – giving back.


3. EasyJet creates inflight grottos with Captain Claus – ENGLAND

With millions of people flying home over the Christmas period, there’s no better place to get the festive feeling started then on board!

From the 19-24 December, budget airline EasyJet will ‘surprise and delight’ 20,000 passengers on over 100 flights with the most well-known pilot of them all – Santa Claus!

To kick off the campaign, the first flight included hidden cameras to capture the surprise reactions of passengers as ‘Captain Claus’ delivered presents to kids on board.

The video features a mix of actors and families, meaning only a few knew what was happening. The reactions were priceless, with the more and merry getting a fabulous festive surprise!

Why we love it:

A fun, “surprise and delight” campaign which capitalises on a relevant and seasonal idea by creating an emotional connection with their audience.


4. The Australian Red Cross aims to fight loneliness this Christmas! – AUSTRALIA

For many of us, Christmas is a special time of year to spend with our nearest and dearest, however sadly for some of us, it’s also an extremely lonely time of year. A new survey has found one in four of us, or 5.6m Australians, are lonely almost all of the time or on a regular basis.

With this in mind, The Australian Red Cross has launched the Season of Belonging campaign, calling on Australians to reach out to each other to prevent loneliness – as nobody should be alone and isolated at Christmas.

During the festive season, Red Cross offers simple suggestions of how Australians can help each other not to feel so lonely, such as; meet your neighbours; volunteer; say hello to someone new in your neighbourhood; check on someone who may be in trouble; be kind on social media.

The Red Cross also provides regular phone calls and visits to the isolated and elderly, offering one-to-one support to those struggling with mental illness or giving a warm welcome to people seeking safety from violence and persecution.

Why we love it:

Utilising its research, the brand recognises a bigger issue in Australia by encouraging others to check in with their loved ones and integrating a call to action – whether by donation or personal action.


5. Asda launches world’s first cheese advent calendar – ENGLAND

This year, British supermarket chain Asda launched the world’s first cheese advent calendar in partnership with cheesemaker Norseland.

The calendar was brought to life after Annem Hobson, author of ‘So Wrong It’s Nom’ food blog, created a handmade prototype. It gained an overwhelming social response with over 11,000 cheese lovers signing up to get one in 2017, in just four days.

The masterpiece came to fruition just in time for the festive season, shifting the chocolate dominated retail periods’ tradition on its head for those who love a savoury palate – containing 24 individually wrapped cheeses.

Why we love it:

The campaign was entertaining and engaging with the novelty element of Christmas, winning Asda great PR and online momentum, globally.

Mills & Boon Falls in Love with FORWARD Agency

FORWARD Agency today announced its appointment as public relations and influencer agency partner for Harlequin Australia, to work on the Mills & Boon imprint following a competitive pitch.

The appointment will see FORWARD help Harlequin to reposition the Mills & Boon brand, and attract a whole new generation of Australian readers with the launch of a new range in early 2018.

Adam Van Rooijen, Head of Digital & Marketing Communications for Harlequin said: “Following a creative pitch, we were sure FORWARD is the agency to help us to communicate the transformation of the Mills & Boon brand positioning in Australia.  Fergus and his team had a clear understanding of where we are taking the brand, and a creative vision that we think will bring that positioning to life in a creative and engaging way.  We are looking forward to working with FORWARD!”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We are delighted that Harlequin has chosen FORWARD to help drive consumer engagement and conversation about the Mills & Boon brand in Australia. We are particularly excited to be working together with Adam and his team on an innovative project that will launch in early 2018. Love is in the air!”

4 Minutes With.. Paula Joye

From a career as a magazine editor to running her own highly successful website, The Joye, journalist and content creator, Paula Joye, is one of Australia’s most influential voices in fashion and lifestyle.

We spent 4 minutes with Paula to get some insights on all things influencers and lifestyle.

You have an incredible career spanning across new and old media – what do you see as the future of media?

The future has less to do with medium and more to do with how we consume.

Google has changed the way we think.  It’s trained us to search for information in silos.

Generalism is dying, which gives niche media – content that talks to the specific – real opportunity to thrive.

You’ll see this drill down on social platforms with greater audience being given to micro creators.

How to do you choose what projects and brands to collaborate with?

I made two decisions at the start of my digital journey.

  • To make a positive space. You need to be very careful with negative chatter or opinion. If I don’t like a product, place or person then I don’t write about it. I concentrate on things I can recommend with confidence.
  • If it feels wrong then it generally is wrong. I’ve turned down many lucrative opportunities because they didn’t align with my personal brand values. The word authenticity gets thrown around like confetti at a wedding, but you can’t have a successful collaboration without it. 

What are the most important rules for brands to remember to ensure they get the best result when collaborating with influencers?

Make sure the connection is based on brand match and not numbers. The most effective collaborations are frictionless where the brand and the influencer fit hand in glove.

Clearly define your expectation – Do we want sales? Do we want to drive awareness? Then work with the influencer on a brief that will meet the end result.

Long-term influencer partnerships are the way forward. If an influencer talks about a brand over a period of months, it then becomes part of his/her vernacular. The message is repeated and believed. Frequency equals repeat purchase.

As a working mum of two and an authority in all things lifestyle, you’ve become a spokesperson for many Australian women. What are three things the modern Australian woman looks for in a brand?

Anything that saves time.

Anything that does what I says it will do.

Anything with alcohol in it.

Who are three Australian influencers or blogs that inspire you and why?

Li-Chi Pan: Beautiful imagery, super creative feeds and one of the nicest people I’ve ever met.

Table Tonic: Louise Bell and I are work colleagues from MagLand. She has a super cool Gypset inspired store (Table Tonic) and her social media is a wonderful creative diary.

Alan Tsibulya: He. Is. Hilarious.

What are your top fashion and beauty predictions for 2018?

60’s florals, 80’s checks, lavender and all shades of purple (Prince grief hangover), glitter on your clothes, eyelids and nails, oversized earrings (think iPhone plus siz

e), infrared saunas, part time veganism, short hair for women, beauty supplement bars, khaki….and that’s just January.

What three Australian brands are you currently loving and why?

Lanolips: Clever concept, beautiful product, niche business. Plus I can’t live without the 101 Ointment.

PE Nation:  They saw a gap and grew virally. Using social media in such an effective way. It’s growing like a freight train and already has a global following.

Made By Cow: Completely biased because my husband invented it. However, it’s very cool that Australia was the first country in the world to bring a safe raw milk to market. The brand is ethical, forward thinking and I love the logo.

FORWARD recently collaborated with Paula Joye on our client, Alpha Keri.

10 Australian Fitness Influencers You Need To Be Following

Today, Australians are without a doubt more conscious of their health and fitness than ever before. Nationally, we spend $8.5 billion each year on gym memberships, sports equipment and the latest fitness trends, highlighting that we’re prepared to pay premium prices to achieve our health and fitness goals.

As we become increasingly active and health focused, as well as more reliant on social media to consume news, be inspired and share our lives, the reach and engagement of fitness influencers has exploded. You might have recently seen that Kayla Itsines and Emily Skye have been included in the 2017 AFR Young Rich List (with a combined wealth of $78 million) emphasising the sheer value of the fitness influencer in today’s society.

In addition to Kayla and Emily, FORWARD has pulled together a list of the 10 Australian Influencers you should be following for your workout fitspo.

  1. Kayla Itsines

@kayla_itsines: 7.8M

At just 26 years old she’s been named the world’s top fitness influencer by Forbes, but Kayla Itsines’ fitness empire has only just begun. Kayla’s fitness journey started back in 2008 when she decided to become a personal trainer and since then she has created a series of ebooks called Bikini Body Guides, a workout and meal-planning app, Sweat with Kayla, and held bootcamps all around the globe. Kayla likes to share transformation images of her BBG girls, nutritious meal inspiration and workout exercises.

Kayla regularly endorses brands such as Adidas, Nike, Apple, Style Runner and Dyson, however she does not do sponsored posts. Kayla has been interviewed for publications including Women’s Health and Fitness, The Daily Telegraph, The Sydney Morning Herald,, HuffPost as well as a range of top tier media titles from around the world including The New York Times, Forbes Magazine and Time Magazine.


  1. Emily Skye

@emilyskyefit: 2.1M followers

Emily Skye is a health and fitness guru and model, with a passion for getting people moving more, eating healthy foods and appreciating what their body can do. In her quest to show women of all ages and body types how to trim, tone and shape their entire body, Emily has developed a number of fitness products including, F.I.T Programs. These include video libraries of exercises (which can be done in or out of the gym) and nutritionist-developed meal plans. Emily also shares similar content on her social channels encouraging all women to lead active and authentic lives.

Emily is currently a global ambassador for Reebok and Lucozade Sport. She regularly features in publications such as, Daily Mail and Women’s Health, sharing her fitness advice and her own body transformations over the years. 


  1. Amanda Bisk

@amandabisk: 680K followers

Amanda Bisk is a former Australian Pole Vaulter who discovered a love for yoga after being diagnosed with chronic fatigue. She found that yoga became an essential part of her life and the key to general wellness. Since then Amanda has become a qualified yoga teacher and has been sharing with her followers all the positive benefits of yoga. If that wasn’t enough, she’s also created a series of online fitness and flexibility programs called Fresh Body Mind Fit. She shares motivating and inspiring images of her healthy lifestyle on her Instagram.

Amanda is the ambassador for H&M Sport, G Active Australia and has recently worked with brands including Qantas and Biotherm, and we were thrilled to work with her for the launch of Purina Beyond in July 2017. Amanda has shared her tips to a balanced and fulfilled life with the likes of WHIMN, Buro 24/7, Sporteluxe and POPSUGAR.


  1. Base Body Babes

@basebodybabes: 654K followers

Base Body Babes was founded by two personal training sisters, Diana Johnson and Felicia Oreb. Their goal? To inspire and motivate women to be as happy healthy, fit, strong and confident as possible. The pair have a passion to educate women on how to work out, eat healthily, get in shape and maintain it for life. In addition to their Instagram they also have their own blog, which they regularly share their fitness advice on.

Base Body Babes are current ambassadors for Bare Blends and have previously worked with brands including Pantene, Swarovski and Natural Raw Company.


  1. Daniel Conn

@dan_dc_conn: 331K followers

Health and fitness has always been a part of Dan Conn’s life. After an impressive 10-year NRL career playing for the Roosters, Gold Coast Titans and Canterbury Bulldogs, Dan turned to training and nutrition after a neck injury sent him into an early retirement.

This year, Dan became Wellness Director with the Collective Wellness Group (CWG) working closely with Anytime Fitness, Orangetheory Fitness and Massage Envy in developing healthy body and mind programs and contributing to digital content.

Dan has worked with brands such as Mass Nutrition Bondi, AussieBum, Zeal Optics and Lenovo, and is currently an ambassador for Body Science. He has featured in the likes of GQ magazine, Men’s Muscle Health, Body + Soul and 9Coach, sharing his eating habits and workout tips.


  1. Michelle Bridges

@mishbridges: 262K

She’s the straight-talking trainer behind Channel Ten’s ‘The Biggest Loser’, but Michelle Bridges has become one of Australia’s most influential personal trainers and fitness influencers. With over 20 year’s experience in personal training, Michelle has published 11 bestselling books and launched the highly successful Michelle Bridges 12 Week Body Transformation online program.

Michelle is the current ambassador for The Australian Institute of Fitness, Medibank and RSPCA QLD, she’s also worked with brands including Big W, Holden and Woolworths. Michelle has recently joined the team at Body + Soul writing a monthly column, and also regularly appears in many other publications such as Prevention, Women’s Health, The Australian Women’s Weekly, Woman’s Day, Good Food and WHO. 


  1. Sam Wood

@samjameswood: 238K followers

In 2015, Sam Wood, 34-year-old owner of ‘The Woodshed’, Australia’s largest personal training studio in Brighton, and founder of children’s fitness company Gecko Kids was announced as The Bachelor. He met his partner Snezana Markoski on the show and since then has developed his own lifestyle program, 28 by Sam Wood. The program includes quick, simple, delicious meals with a daily 28-minute exercise program. His aim is to show Aussies that good nutrition & exercise shouldn’t be stressful or complicated.

Sam has recently become the new ambassador for Weet-Bix Blends. Sam has also worked with brands including Asahi, Bakers Delight and Hello Fresh. Sam is a writer for sharing his workout tips and top meals, and has also shared these with publications such as, Yahoo7 Be and Mamamia. 



  1. Tim Robards

@mrtimrobards: 158K followers

Tim Robards became a household name when he starred on The Bachelor in 2013, since then Tim has become known for much more. Tim is a Chiropractor, human biomechanics enthusiast, TV personality/speaker and Inspired Educator in Health & Wellbeing. Tim has also launched his own fitness program, The Robards Method. TRM is about simplifying the approach to optimal health so people can live an inspired, fun and active life. Tim shares workout and fitness tips, as well as recipes with his followers.

Tim is currently an ambassador for Deep Heat (a FORWARD client) Jeep, ALDI, Thermomix and Swisse, and regularly works with fashion brands including MYER, Hugo Boss, Calvin Klein and Calibre. He has previously worked with brands including Fitbit, Giorgio Armani, Westfield and NBN. He also regularly contributes to range of health and fitness publications, including Men’s Health, and Yahoo7. 


  1. Andrew Pap

@andrew_pap_: 117K followers

Personal trainer to the stars, Andrew ‘Pap’ Papadopoulos, is a self-confessed fitness junkie and endurance athlete, as well as the owner of Battle Fit Australia. After spending time in the Australian Defence Force, Andrew started Battle Fit Australia – a way to simulate military training, but with his own creative twist.

Andrew is an ambassador for SKINS, Performix, ANKORR & AUSFIT Torsion Bar, and has recently worked with brands such as The Athletes Foot, You Foodz and Isowhey. Andrew is also a contributing writer for GQ magazine and has previously shared his fitness tips with Sporteluxe, Body + Soul and Australian Men’s Health.


  1. Dani Stevens

@danistevens365: 117K followers

She’s a stay at home mum with four children and one of the world’s most popular health and wellness motivators, but Dani Stevens shows no signs of slowing down. Dani’s fitness philosophy is that having children or a busy lifestyle, should not require you to sacrifice a healthy existence. Dani is also the author of e-book, ‘30 Days of Fitness & Food’ which includes a range of recipes and workouts designed for the time poor. She also has a successful blog called website Fitness Food and Style. Her blog and social channels feature weekly motivating weight-loss success stories, monthly challenges to keep followers motivated and regular recipes and activities to keep followers consistently checking in.

Dani is currently an ambassador for American Express and has previously collaborated with Jamie Oliver, Volvo, Telstra Dr Oz, FORWARD worked with Dani for Thermos.

With Australians becoming more health conscious, health, nutrition and fitness brands will continue to grow and need to develop strategies to obtain and retain market share. The importance of being able to identify current, as well as up and coming, influencers that align with particular brand values, campaigns and messaging is more important than ever.

If you would like to know more about how your brand can benefit from working with influencers like these, please get in touch with the FORWARD team.


FORWARD Agency Lands in New Zealand

Today, we are pleased to announce we have appointed Wright Communications as our exclusive New Zealand affiliate, and first regional partner.

Wright Communications was judged New Zealand PR Consultancy of the Year (Small/Medium) at the annual PRINZ awards held last month in Christchurch.

With this affiliation, Wright Communications will provide us with local expertise and on the ground implementation for Trans-Tasman client projects.

“We are proud to be working with FORWARD as their New Zealand affiliate,” said Nikki Wright, Managing Director, Wright Communications. “The relationship is based on shared values and a mutual commitment to innovation in PR.”

“This arrangement will see us maintain our corporate and sustainability focus, and strengthen our consumer lifestyle offering. The relationship with FORWARD will not only enable us to support their clients in New Zealand but also adds value to our existing consumer clients through access to FORWARD’s proprietary technology, intellectual property and Trans-Tasman networks.”

“We have great passion for New Zealand and are thrilled to be expanding our offer across the ditch.” said Fergus Kibble, FORWARD Agency Founder, and Managing Director. “The relationship with Wright Communications will help us to deliver programs for our Australian clients with a presence in New Zealand, as well as attract new Kiwi clients. We are proud that FORWARD will be represented in New Zealand by Nikki Wright and Wright Communications’ consumer team.”


10 Family Influencers You Should Follow

We’ve reviewed both the 10 Australian Food Influencers You Should Follow and the 10 Australian Lifestyle Influencers you should follow. We’ve worked with a number of influencers over a wide range of fields over the years at FORWARD, and consider ourselves lucky to have worked with some of the best in the industry. Now, we’re bringing you 10 Australian Family influencers you should follow.  These 10 influencers all have one thing in common: they are dedicated to capturing family life as it really is, at its worst, its best, and all the other in-between moments. However, they have each carved their own, distinct niche in the family genre, setting themselves apart with creative and engaging content that inspires. The influencers featured below are  just a small number of our favourite Australian family and parenting influencers. If you would like to know more, or how your brand can benefit from working with influencers like these, please get in touch.


  1. Big Family Little income 4817

Facebook: 38.9K Likes


Bruce Devereaux, the face behind Big Family Little Income, is one of our favourite family bloggers and is one of the most notable blogs in Australia when it comes to covering all things parenting. It is also worth noting that he is the only male in the bunch – something that doesn’t go unnoticed amongst his legion of fans, who love to hear the insights of a a stay at home father to seven children. Bruce uses his blog as a way of sharing his tips on how to run a big, happy family on a small budget. Whether it’s providing a guide to making homemade Playdough or whipping up the World’s Simplest Green Chicken Curry with Rice, BFLI has all bases covered.

Bruce’s down to earth writing style and uniquely Australian sense of humour make him one of our top influencers to follow.

Big Family Little Income has previously worked with a range of brands, and FORWARD were collaborate with Bruce to create easy weeknight meals for Aussie favourite SunRice- see Bruce’s awesome creation below!


  1. Fat Mum Slim

@fatmumslim: 99.5K

Facebook: 91.5K Likes


Chantelle originally started Fat Mum Slim as a private weight loss blog however over time it has evolved into an engaging lifestyle and parenting blog with daily inspiration, recipe ideas and stories that will make you laugh and sometimes cry. Chantelle is also the founder of A Photo a Day, a photography challenge and creative outlet for her followers.

Chantelle’s humour, genuine attitude and honesty have helped her amass a highly engaged following, and she engages her followers on a number of different topics, from parenting to wellness.

Fat Mum Slim has collaborated with FORWARD to create engaging and compelling for a number of successful campaigns with brands including SunRice and True Local.



  1. My Poppet

@mypoppetblogs: 6239

Facebook: 16.9K


If you’re into original DIY projects, kids craft and all other things creative, look no further than My Poppet.

Cintia is the creative flare behind My Poppet, a blog dedicated to inspirational craft tutorials that turn ordinary objects into totally extraordinary creations. She includes creative tasks and projects perfect suited to all skill levels so kids can easily get involved. Cintia’s creative projects and ideas are frequently inspired by her 6-year-old daughter and the blog incorporates a range of disciplines including crochet, needle felting, paper craft, quilting, digital media, photography and sewing. My Poppet Living is another section of her blog which includes top travel destinations, best new recipes, as well as explore style, health, wellness and family friend activities.

Thanks to her mix of engaging content across a multitude of genres, Cintia continues to grow her following. My Poppet projects and creations have landed on Huffington Post, Elle Interiors, Frankie and Homespun whilst also collaborated with Officeworks and Spotlight. My Poppet Living has also teamed up with FORWARD and SunRice to produce delicious midweek meals.



  1. Oh So Busy Mum

@ohsobusymum: 6206

Facebook: 24K Likes



Oh So Busy Mum was started by Cheree, with the sole purpose of sharing the things that make her a busy mum i.e. travel, recipes and family. She has four daughters that keep her well and truly on her feet and she loves exploring new places and food with them. As well as managing the Oh So Busy Mum blog, wonder-mum Cheree also runs the Lunch Box Ideas Australia and Decorating Mummas Facebook pages.

FORWARD and Oh So Busy Mum have recently collaborated to work on a MILO campaign.



  1. Be a Fun Mum

@beafunmum: 6588

Facebook: 226.6K Likes


Kelly started up Be a Fun Mum, when she realized she wasn’t actually a fun mum at all, and wanted to make a change. Her blog and focus are all about connection, designing your own family life and finding your own individual way to have fun with your kids. Kelly’s blog includes a wide range of activities and ideas that she believes will bring joy to family life, including dinner recipes, crafts, activities for kids, gardening, camping and travel.

Kelly also started the Love the Moment Challenge as a means for mothers to capture, notice, celebrate and enjoy moments as they arise. Through this, she provides mothers with an outlet to weave connection into their lives.

Be a Fun Mum has worked with brands like Nespresso, Disney, Voltaren, Omo, HP and Fountain.



  1. Bargain Mums

 Instagram: 1037

Facebook: 36K Likes


When it comes to money saving ideas, Bargain Mums is the ultimate destination.

Jasmine Boothey, the thrifty mum behind this blog, takes the work out of saving for Australian families by helping them find bargains in all aspects of their shopping. The Bargain Mums blog is fast becoming a popular online resource for budget-savvy families in Australia looking for invaluable money saving tips, easy and affordable meals and strategies for living a more minimal lifestyle.

Jasmine is passionate about helping Australian families save money without compromising on the quality of the products they purchase.  This small detail is what sets Bargain Mums apart from other budgeting blogs, and has helped the Bargain Mums blog cultivate a devoted following in a short space of time.

Bargain Mums has partnered with brands including Officeworks and Super Amart.



  1. The Organised Housewife

@theorganisedhousewife: 39.6K

Facebook: 493.6K Likes



Katrina, wife and mother of three, is The Organised Housewife. This blog is wholly dedicated to sharing daily tips and ideas to keep the home and family organised. Her goal is to help parents enjoy time with their children…whilst also maintaining a clean, tidy and organized home.

In addition to running the blog, Kat has created her own Organised Housewife stationary range, including printable charts, checklists and planners that aim to help her followers live stress-free and create effective routines within their households.

The Organised Housewife is a blog that explores many different lifestyle genres, from interior design to lifestyle ‘hacks’, and with over half a million followers, it’s clear that this mix of engaging content appeals to a wide audience.

The Organised Housewife has collaborated with brands including Sard Wonder, Olay, MasterFoods, Nissan, BIG W, Coles and Praise.



  1. Stay at Home Mum

@stayathomemum: 24.2K

Facebook:  505K Likes


Stay at Home Mum was founded by Jody Allen in 2011 after she was made redundant, leaving her with a baby and husband to feed, another on the way and only $50 per week to spend on groceries. Jody decided to start sharing her journey with other stay at home parents, including her frugal money saving ideas as well as tips and hints on cooking, cleaning and parenting.

Jody’s message to her followers is that you definitely don’t need to spend exorbitant amounts of money to have a happy, healthy and fun family life. This message has clearly resonated with her audience, which now consists of over 500,000 highly engaged followers.

Stay at Home Mum has worked with many brands including Etsy, Glad, MILO, Penguin and Vicks.



  1. Mum’s Pantry

Instagram: 5846

Facebook: 348.8K


Mum’s Pantry, run by Belinda Jennings, is our favourite pick for a family blog with a focus on making meal times for the family, easy, quick, delicious and stress-free. Belinda’s blog is all about using common ingredients found in your pantry and fridge to create really easy recipes that the family will love.

Belinda’s worked for over twenty years in Sales & Marketing and is passionate about empowering women to make the best choices they can to raise their families. She is supported by her energetic two boys and husband.

In the short time, it has been around, Mum’s Pantry has collaborated with an extensive list of brands including Aldi, Woolworths, Jenny Craig, OMO, The Heart Foundation, Steggles, Disney and Barbie.



  1. The Imperfect Mum 

@theimperfectmum: 6174 

Facebook: 67.8K Likes



Motherhood and parenting are far from a smooth and easy ride and this is exactly what The Imperfect Mum aims to celebrate, which is why we are in love!

Kristy Valley is the founder of The Imperfect Mum, a blog created to help women come together, talk and relate to the imperfectness of motherhood. She started the blog after she had two children and developed Post-Natal Depression, with a desire to break down the unattainable image of the ‘perfect’ mother and celebrate the fact that, well, none of us are all that perfect.

The Imperfect Mum touches on incredibly important topics including relationships & marriage, loss & grief, mental health and parenthood guilt. There is also a wide range of tips and advice on parenting toddlers, children and teenagers.

Kristy has previously collaborated with The Insurance Council, Dream World, Paradise Resort and I Want That Course.