Tag: Stakeholder Relations


TrueLocal appoints FORWARD Agency to manage PR & Influence

FORWARD Agency today announced its appointment as public relations and influence agency partner for TrueLocal, following a competitive pitch.

The appointment will see FORWARD help TrueLocal build its brand profile and educate Australian small business and consumers about the benefits of using Australia’s largest online local directory.

Ruth Trewhella, TrueLocal Group Manager, said: “The FORWARD team impressed us with their strategic understanding of our category and innovative ideas to help us build relevant and engaging content. We were looking for a partner with solid traditional and digital public relations expertise as well as experience in working with influencers.”

Fergus Kibble, FORWARD Agency Founder and Managing Director said: “We are looking forward to working with TrueLocal and the extended Sensis team to help educate and inspire both businesses and consumers on how they can get more out of TrueLocal. The directories landscape is constantly changing, especially given the rise and rise of mobile apps, so we are pleased to be working with one of the lead innovators.”

Truelocal APP

 

 

4 minutes with: Sean Pickwell, Director – Waterfront

A celebrity partnership could  help your brand to drive fast awareness, engagement and fan love;  and not to mention media interest. The right famous face paired with the right brand can sometimes be a match made in heaven, but finding that perfect fit might not be as easy as you think.  

We spent 4 minutes with Sean Pickwell, Managing Director of Australia’s number one international celebrity sourcing agency, Waterfront to get some expert advice on celebrity partnerships.

In your opinion, what are some of the most successful brand and celebrity partnerships of the last 12 months, and why?

There are so many… but a few favourites over the last year for me are:

Mila Kunis – Jim Beam – I love it because it’s unexpected and cuts through. She makes me want to start drinking Beam. Likewise, Anna Kendrick’s anti-ads for Newcastle Ale are so clever. Using female celebrities for male-skewed drinks cuts though, but the execution like in these two cases needs to be great.

Globally I love the use of celebrities in the Snickers campaigns from Betty White to Mr Bean, and even our own Ray Meagher (Alf from Home and Away).

Jacobs Creek does a great job with their tennis stars and the amount of great content they develop – first was Andre Agassi then Novak Djokovic this year.

Some good Aussie celebrity campaigns – Barry Hall/Kleenex – nice connection to the soft side he showed on I’m A Celebrity, Julia Morris and Westinghouse – not an obvious fit, but the execution is great, and she is so loved, and self-deprecating that it makes the brand shine.

While they do cancel themselves out a bit, both Curtis Stone and Jamie Oliver’s ongoing campaigns for Coles/Woolies, are strong, clear branding efforts. Both have outstanding brand values that each of the supermarkets desperately wants, and both speak to middle Australia. And to some degree they are both working.

What are the top 3 things a brand should know before starting the search for a celebrity ambassador?

The key things are what you are trying to achieve with the celebrity partnership, what are the brand values you want them to represent, and what do you need them to do. Sounds fairly straightforward but it is amazing how often these basics get skipped.

Understanding your brand is really important, and what you want to say in the market. Celebrities and the message they convey vary so much.

Also, you need to know that you will be dealing with someone (and their team) who has opinions, and will often have input – they aren’t machines. So it can be a hot kitchen…and you need to understand it can be a wild ride. But that’s why we use celebrities – to harness that personality and power for your brand. But it’s not always easy.

What should a brand look for when searching for a celebrity?

Fit is the key – their brand values and yours – making sure they are aligned.

Although often the celebrities brand values may be where you want your brand to end up, rather than where it is now. In many cases, the reason you might look to a particular celebrity is where the celebrity can take your brand.

Ideally you want someone who you can work with, and who wants to work with you. This is not always easy to know upfront, but there are ways to see if you will be compatible.

What are the most important rules of engagement when working with a celebrity?

Be upfront in the negotiating about what you are trying to do, and what you want from them – specifically.

Try and build a strong relationship with them and the team, so when you do maybe need something extra, it won’t be a problem. And they will want to go the extra mile for you.

Don’t skimp on extra things like accommodation, transport, meals, etc. just to save a few bucks. If they feel you are being cheap, it can rub off on their attitude.

Don’t try and sneak things in once the deal is done. One company we know added extra category exclusions into the contract right at the last minute. Got everyone off side.

What are the most common things a brand can forget when working with a celebrity?

It’s not so much what you might forget; it’s more know what to remember. That’s not just being tricky with words, more to make the point that when you do something everyday, you get good at it, and you know what to look for in each situation. It’s really a great argument to use a specialist to help secure your celebrity. We know who to talk to, how much you should be paying, what you need to include and remember, and how to make it as smooth as possible.

Sean Pickwell(lowres)

The 15 most powerful verbs for 2015

Everyone loves a list. I do too. So I thought I would share my new years list. Ta dah! But rather than technology trends or social media predictions, here are my 15 top verb predictions for 2015. Perhaps you could call these my new years verb resolutions:

1. Reflect

Take stock. Step back. Look at where you are now. What is really going on? What are your assets? What are your strengths? What are your weaknesses? What’s in your blind spot? What do you need to work on? Be honest. Become more self-aware. Take some time to reflect everyday. What went well, what did you learn, what will you do differently tomorrow?

2. Plan

How will you know this year has been a success? Failing to plan is planning to fail. Now is the time to set some goals. Make 2015 the year to follow your plan, report against your KPIs, track how you are progressing and importantly be agile enough to re-set, re-frame or re-boot if required.

3. Align

Get everyone working on your projects turning and facing the same direction and reading from the same playbook. Nothing will kill a project faster than confusion and obfuscation. Align early and realign mid-project if needed.

4. Create

Whatever your category or brand, create a content SweetSpot: be informative, helpful or entertaining. Just don’t be bland. From there think creatively about how you can share the most relevant content with your audiences and influencers.

5. Collaborate

Whether it be internally or externally; with partners, customers or consumers; make 2015 a year of new and interesting collaborations and partnerships. Whether it is creating a co-branded experience, a media partnership or just a creative brainstorm with a client; collaboration multiplies your efforts, creates synergy and helps you reach a bigger audience.

6. Reciprocate

Pay it forward. Pay it back. Be generous. There is no better way to build relationships than giving freely of your time, energy, and insight (or if you are a brand, giving something for nothing). If you want someone to do something for you, think first what you can do for them? And if they did something for you how can you return the favour. Be the change you wish to see in the world.

7. Share

Be open with your communication, be generous with your time, and definitely give stuff you no longer need away. We all have enough, so how could you help someone who doesn’t? And share more on Social Media, obviously!

8. Think

Before you say, write or send anything. Think about your audience and how they will receive the message. It is always good to have a filter between your brain and your mouth. One of the Seven Habits of Highly Effective People is “Seek first to understand, and then to be understood.” Let’s add “Think first, speak second”.

9. Check

Check your spelling. Check your punctuation. Check your facts. Enough said. And don’t rely on auto-spell check on Word. Get someone to peer-review for you, especially if this is not your strong suit. Always triple check the spelling of a hashtag (think Sephora).

10. Publish

This is the year we are all going to become publishers. Especially if you want to be an authority on a topic or a go to brand that people come to for help and advice. Re-purpose your content. Write once and publish many times.

11. Update

Resolve to keep your profile up to date. Whether it is your personal profile, your corporate profile or brand profile. You can’t set and forget. It should be something that you regularly revisit – and update often.

12. Be curious

(OK technically not a verb, but whatever). Watch. Listen. Look up. Look out. Ask questions. Investigate. It is only by reaching outside ourselves that we get fresh insights into the world around us. Make time to read the paper, follow some bloggers, and resolve to read a book a month. Go and see an indie film. Watch SBS. Get out of your bubble. Go for a walk.

13. Outreach

No one is an island. To be successful, you have to reach out to others. We do this all the time in PR, but it is something that everyone should do. Who are your clients, your stakeholders, your influencers, and your consumers? Reach out to them. Have conversations. Never eat lunch alone.

14. Stretch

Stretch yourself. You can do more than you think you can. We all can. So push yourself a little. Go on. (oh and perhaps literally stretch your body, as well – this is the year to get flexible, people!)

15. Celebrate

Go back to your goals and KPIs. Celebrate every major (and minor) win. How will you reward yourself? How will you reward your team? Make sure you take some time out regularly and acknowledge what you have achieved. Have fun.

So there you have it the 15 most powerful verbs for 2015. For your personal life or your professional life. Do a little bit more of each of these in 2015, and you will have a brilliant year. I promise.