Category: News

GREY GOOSE Brings Taste by Appointment To Australia

Premium vodka brand, GREY GOOSE will bring its global influencer engagement program, Taste by Appointment, to Sydney this week, following a highly successful series of events in Melbourne earlier this month.

The integrated campaign comprises experiential, PR, social and digital. Taste by Appointment was first launched in London in 2011.  Led locally by Prue Andrews, Senior Brand Manager at Bacardi Lion, the activity is designed to differentiate GREY GOOSE within the luxury vodka segment.

“Taste by Appointment brings to life the unique product intrinsics of GREY GOOSE and provides an exceptional platform for amplification via PR and social media,” explained Prue.

The immersive, sensory tasting experience was based on an exquisite cocktail dining journey, exploring sweet, sour, bitter, salty andumami flavours; helping guests to unlock their personal taste and identify bespoke cocktails constructed to suit their palates.

Six events across the two cities were hosted by luxury vodka expert and global brand ambassador Joe McCanta at Saint Crispin, Melbourne and QT Sydney, with a guest list of industry leaders and influencers from food/drink, media and creative industries.

Taste by Appointment Melbourne, which took place on 11th and 12th September, has already generated significant interest amongst media and bloggers, with many of the 70+ guests praising GREY GOOSE for the subtle and elegant manner in which it’s brand and product messages were delivered.

“This is a great example of how influencer marketing can be used by a brand to drive engagement with consumers through peer-to-peer conversation and earned media,” said Fergus Kibble, Managing Director of FORWARD, the consultancy partnered with GREY GOOSE to implement the activity.

Taste by Appointment Sydney will take place on 17th, 18th and 19th September.

FORWARD on a winning streak and growth trajectory

Krispy Kreme & Blundstone Boots appointments announced, staff expansion

Following a competitive review, FORWARD has been appointed by two iconic brands: the Australian arm of Krispy Kreme, the world’s favourite doughnut brand and Australia’s most loved and recognised boot brand, Blundstone Boots.

FORWARD will handle PR and influencer outreach for both brands, as well as experiential events and activations for Krispy Kreme.

Krispy Kreme

FORWARD will support Krispy Kreme Australia to re-launch the much-loved brand in the local market including a major experiential event later this year.

Krispy Kreme’s Marketing Manager, Amanda Mita said: “We were very impressed with FORWARD’s pitch, their strategic approach and overall creative concepts, one of which will form the core idea for our brand re-launch later this year. Watch this space!”

“We are really looking forward to helping Amanda and the team at Krispy Kreme Australia bring the joy of doughnuts to old and new fans alike,” said Fergus Kibble, Managing Director and Founder of FORWARD Consulting.


FORWARD will collaborate with Blundstone and its other major agency partner, AJF, to plan and implement earned media and influencer programs in Australia, supporting Blundstone’s largest ever brand campaign. The integrated campaign will launch later this year.

“We are thrilled to be working with such an iconic Aussie brand and look forward to sharing the Blundstone story with the nation,” said Fergus Kibble, Managing Director and Founder of FORWARD.

Blundstone’s Group Marketing Manager, Rachel Lash said: “FORWARD demonstrated a really good understanding of our brand, with down to earth thinking and a plan that we think will really resonate with our core target audience and the wider Australian public.”

Following these appointments and other recent account wins, FORWARD continues to expand its team, welcoming Caitlin Dennehy from The Monkeys. Dennehy, who previously managed PR programs and social communities at Mango, will support FORWARD’s expanding social media offer.

With the growing roster of clients, FORWARD is on the lookout for a new Account Assistant and Senior Account Manager. If you’re interested, see more details here.

Lithium Inc. appoints FORWARD as PR & influence partner

Lithium Technologies, the world leader in social customer experience, has appointed FORWARD as its Australian PR and Influence agency partner, following a competitive review.

FORWARD will work with Lithium’s marketing team to plan and implement an influencer communications program for Lithium in Australia. FORWARD will focus on raising Lithium’s profile and showcasing the ways in which Australian companies are using the Lithium community platform to create more engaging online experiences for their customers.

“FORWARD demonstrated deep insight and understanding of our vision and platform. They presented a sound strategic plan that will help us to expand our presence in Australia,” said Imogen Riley, Marketing Director at Lithium Asia Pacific.

“I am really looking forward to working with Fergus and his team. Both Lithium and FORWARD have a start-up mentality, so there is a real synergy and alignment between us.”

Fergus Kibble, Managing Director and Founder of FORWARD said:

“We are really looking forward with working Lithium, to help raise their profile and to educate Australian business on the opportunities that social brings to their customer experience.”

Grey Goose Appoints FORWARD as PR & Influence Partner

FORWARD today announced its appointment as PR & Influence agency partner for GREY GOOSE Vodka, by Bacardi Lion.

FORWARD will work collaboratively with Bacardi Lion’s brand and activation teams to plan and implement influencer programs, experiential activations, sponsorship opportunities and earned media content for GREY GOOSE.  Optimedia is GREY GOOSE’s media agency partner.

“We are thrilled to be working with Bacardi Lion to help tell the story of the world’s first super premium Vodka in this country,” said Fergus Kibble, Managing Director and Founder of FORWARD.

“FORWARD demonstrated a deep understanding of our brand and has innovative ideas on how we will drive conversation and profile for GREY GOOSE,” said Prue Andrews, Senior Brand Manager – Gin and Vodka at Bacardi Lion.

“Together, we have some really exciting plans for GREY GOOSE in 2014, and we are looking forward to working with the team at FORWARD to grow the presence of GREY GOOSE!”

FORWARD nominated as finalist for Boutique Agency of the Year

The shortlists have been announced for this year’s CommsCon Awards for PR and communications professionals.

FORWARD has been shortlisted as one of five finalists in the Boutique or Small Agency of the Year category.

“This is a real thrill for us to be a finalist in these awards”, said Fergus Kibble, Founder and Managing Director of FORWARD.

“We are just entering our third year of operation, so to be included in these awards along side such strong contenders is something that we are really proud of.”

The CommsCon Awards take place on the evening of March 20.

Vitasoy appoints FORWARD as PR partner

FORWARD has been appointed as the PR and communication agency partner for leading plant milk brand Vitasoy, following a competitive pitch.

FORWARD will commence work with Vitasoy immediately to increase Australia and New Zealand’s awareness of the Vitasoy brand plant milks.

“Our communication focus for 2014 is to help educate consumers about the relative benefits of different plant milks, and cut through the confusion that currently exists,” said Vitasoy Marketing Manager Jane Whittles.

“We were impressed by FORWARD’s strategic approach, the team’s strong understanding of our category and brand, as well as the originality of their ideas about how to communicate the Vitasoy message.”

Vitasoy has engaged FORWARD to manage its media and blogger relations and stakeholder engagement strategy across Australia and New Zealand.

As part of this, FORWARD will implement widespread communication initiatives to engage with consumers, health care professionals, industry partners and key opinion leaders.

“We are thrilled about working with the Vitasoy team to help build the presence of this leading soymilk brand,” said Fergus Kibble, Managing Director and Founder of FORWARD.

“As we continue to expand our client base, we also continue to expand our team. We have recently commenced looking for an additional Account Manager and Account Executive to join our growing team of communications professionals,” he concluded.

FORWARD named Australia’s Fastest Growing Independent PR Agency

FORWARD has been named Australia’s Fastest Growing Independent PR Agency as part of the 2013 Annual Top Specialist PR Agencies Report from leading PR industry newsletter, The PR Report.

The acknowledgment follows a year of client wins and team expansion at FORWARD Consulting.

“We are really pleased to be named Australia’s Fastest Growing Independent PR Agency,” said Fergus Kibble, Founder and Managing Director of FORWARD.

“We have had a fantastic year and we really appreciate all the support of our wonderful clients. I also want to acknowledge and thank our growing team of consultants; none of this would have been possible without their expertise and skill.”

The past year saw Dare Iced Coffee, Initial Hygiene, Heart Active, Oats Express and Blundstone Boots appoint FORWARD. FORWARD also welcomed Account Manager Janina Czado and Account Assistant Abbey Sands to the team.

The Annual Top Specialist PR Agencies Report is compiled to recognise Australia’s biggest specialist and fastest growing agencies. The Top 5 Fastest Growing PR agencies category, which was topped by FORWARD, was decided based on percentage growth in revenue year-on-year.

FORWARD secures two new major clients and expands team

Dare Iced Coffee, Initial Hygiene and Abbey Sands join FORWARD

Continuing its growth trajectory in the first half of 2013, FORWARD today announced two new major client brand appointments, Dare Iced Coffee and Initial Hygiene.

Lion has appointed FORWARD to work on Dare Iced Coffee.  FORWARD will work collaboratively with Lion’s other agency partners to plan and implement earned media programs to support the core brand as well as innovation over the next twelve months. FORWARD also works with Lion on a number of other brands including Dairy Farmers, PURA, and King Island Dairy.

Initial Hygiene has enlisted FORWARD to manage its consumer, trade and business media to support the transition of the well-known Pink Hygiene brand as it becomes Initial Hygiene in Australia. A major media relations program is planned including an exposé on some of Australia’s worst hygiene habits.   FORWARD will also develop a new company wide internal communications program for the Rentokil Initial Group.

“We are excited to be working with both of these major brands on these challenging projects and we welcome them to FORWARD,” said Fergus Kibble, Managing Director and Founder of FORWARD.

“As we continue to win new business we also continue to expand our team, and are looking for high calibre people to join us. We recently welcomed Account Assistant Abbey Sands and this week we have commenced looking for an experienced Senior Account Manager to join the team.”

YourShare appoints FORWARD as PR & Communication Agency Partner

FORWARD has been appointed as agency of record for cash-back provider, YourShare, following a competitive three way pitch. FORWARD will work with YourShare to increase Australian’s awareness of the fees and commissions on financial products that consumers can claim back by using YourShare.  These are estimated at approximately $14.5B nationally. “PR has been a proven driver for our business and generates a massive return for us,” said YourShare Non Executive Director Paul Brady. “We were impressed by FORWARD’s strategic approach, the team’s immediate understanding of our business and their fresh ideas about where to take YourShare’s communication in 2013.” “As YourShare continues to grow we are unlocking even more money for Australians. We’re excited to be partnering with FORWARD to help drive consumer awareness,” Brady added. Independent consultancy, FORWARD, will implement consumer marketing initiatives including media and blogger relations, social media and consumer promotions for YourShare.

Fergus Kibble, Founder and Managing Director of FORWARD said:  “We will help YourShare use a strong, strategic communication program to expand their reach and deliver more cash back to Australians.” Established over 12 months ago by ex-Hill + Knowlton General Manager, Fergus Kibble, FORWARD has secured a number of major brands as clients including Dairy Farmers, Berri Fruit Juice, Betty Crocker and Rentokil. Based in Sydney’s CBD, FORWARD recently hired an Account Manager, Janina Czado to join its growing team of specialist communication consultants.