Category: News

Mentholatum Appoints FORWARD

FORWARD today announced its appointment as Australian Consumer PR and Influence agency partner for global specialised health and beauty products organisation, Mentholatum. The appointment was made after three PR agencies pitched for the account.

FORWARD will work with the Mentholatum marketing team to plan and implement consumer media, blogger and influencer programs and personal care brands including integrated programs on its brands Alpha Keri and Natural Instinct.

Fiona Scrymgeour, National Marketing Manager Mentholatum said “FORWARD demonstrated clear strategic and creative thinking and some very smart ways to get our product stories to market across earned, shared and paid PR channels.”

Fergus Kibble founder of FORWARD said, “Mentholatum has some innovative new product stories to tell and has the ability to clearly differentiate its products from other mass market brands. We are looking forward to helping them drive consumer and influencer advocacy to help Australian consumers make a better choice in the personal care products they buy.”

For all media enquiries about FORWARD or Mentholatum, please contact Emma Koubayssi at

We’re taking a big step FORWARD

FORWARD Consulting today unveiled a rebrand and new name. The agency is now called FORWARD.

“Since our launch three years ago our mission has been to create impactful branded content and communications for our clients,” said Fergus Kibble, Founder and Managing Director of FORWARD.

“The landscape of communications and influence is constantly evolving and to stay at the forefront we need to always look forward to ensure our approaches and thinking stay relevant. It seemed like a natural evolution for us to change our name to FORWARD, as it fits our mission and philosophy perfectly.”

Coinciding with the name change, Kibble also announced that following a competitive pitch in December 2014, major food marketer Cerebos has appointed FORWARD to handle PR and influence marketing for its brands. With a Gravox campaign being the first key project. FORWARD will work alongside Gravox creative agency, 303Lowe and media agency, Match.

“We were very impressed with the strong strategic and creative approach from the team at FORWARD and their fresh way of thinking,” said Duncan Knight, Marketing Manager Cerebos.

“They clearly understood the direction we are taking the brand and added some strong ideas future campaigns. We are looking forward to working with them.”

In relation to the agency’s 2015 direction and Cerebos appointment Kibble said;

“We will continue to push the envelope to help brands find ways to connect with influencers and engage with consumers. In a multi-channel world, we believe focus, consistency and creativity are the keys to success. We are thrilled to have been appointed by Cerebos and look forward to working with them in 2015 and beyond.”

For all media enquiries about FORWARD or Cerebos, please contact Janina Czado at

FK Pic for Media Release

SunRice Appoints FORWARD as Consumer PR & Influence Partner

FORWARD today announced its appointment as Consumer PR & Influence agency partner for leading Australian food company SunRice.

FORWARD will work collaboratively with SunRice’s marketing team to plan and implement consumer media, blogger and influencer programs across SunRice’s range of products, including everyday rice, health & wellbeing range, and gourmet rice. FORWARD will focus on educating and inspiring Australians about ways to include rice in their meal repertoires

Nathan Low, Head of Marketing and Innovation SunRice said, “FORWARD has a great track record in building brands and demonstrated a deep understanding of the food and nutrition space.  Fergus and his team have come up with some innovative ways for us to connect with the media, key influencers and of course, our consumers.”

Fergus Kibble founder of FORWARD said, “SunRice is driving real category innovation, with some terrific new product launches, and more in the pipeline. We are excited to be working together to help Australians find out more about how to cook with rice and use it creatively in new and interesting ways.”

SunRice’s Corporate Affairs account will continue to be managed by leading rural and regional PR specialist agency, Sauce Communications. Sauce will also continue to partner the SunRice Marketing team in the execution of projects in regional Australia.

To lead the SunRice account, FORWARD recently appointed Emma Koubayssi as Senior Account Manager. Koubayssi is a seasoned communications professional with over a decade of experience gained at leading Australian consultancies; Ogilvy PR and Bang PR, and at Diffusion PR and Kindred Agency in the UK.

Koubayssi said, “It’s an incredible time to be joining the agency as FORWARD continues to grow. The team is awesome, and I was impressed with their experience in influencer and content marketing. Being part of a boutique agency that values big strategic thinking is a win for me, and I’m looking forward to working with some of Australia’s most recognised brands.”

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.