MAPexpo 2012 - Kieran Moore (CEO, Ogilvy Public Relations Worldwide)

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My ticket to a career in marketing, advertising and public relations

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MAPexpo 2012 - Kieran Moore (CEO, Ogilvy Public Relations Worldwide)

  1. 1. Public Relations - A DISCIPLINE INTRANSFORMATIONKieran MooreOgilvy Public Relations Australia
  2. 2. OUR TEAM 120 specialists in Sydney, Canberra, Adelaide & Melbourne
  3. 3. OGILVY PR AUSTRALIA IN NUMBERS 12 500+ 120 200+ 31.5 25,000+ 64 15,000+ 65 11 23 Average years’ 9 service among executive team 10 500+25% 175% 5
  4. 4. THE COMPANY WE KEEP
  5. 5. TOP PR AGENCIES BY SIZE
  6. 6. WHAT WE REALLY DO? Business Planning Reach Preference Actionobjectives
  7. 7. BOILS DOWN TO A FEW SIMPLE QUESTIONSWhy is this brief here?What do we want people to DO as a result of this communication?How do we expect communications to work towards achieving this?Whom are we trying to influence?What are we trying to convey?What will help people KNOW this?What will help people FEEL this?When how long do we expect this to take?
  8. 8. THE WAY IT WASMedia relations Press release Mainly text only Single channel Siloed Tactical One way
  9. 9. OUR WORLD IS EVOLVING Earned, paid and Listening, communityConsultancy Outcome owned channels engagement Ideas come from Storytelling Rich content anywhere
  10. 10. PERIPHERAL VISION STUDY
  11. 11. BACKGROUND
  12. 12. 12
  13. 13. 13
  14. 14. 14
  15. 15. WHAT DOES THIS MEAN?
  16. 16. DISCIPLINE AGNOSTIC
  17. 17. 18
  18. 18. DIFFERENT SETS OF SKILLS REQUIRED 19
  19. 19. SOCIAL MEDIASource: Australian Bureau of Statistics
  20. 20. SOCIAL MEDIA86% of Australians trust therecommendations of other Australians.
  21. 21. SOCIAL MEDIA 11 million Australians use Facebook each month (Nielsen Australia, March 2012)
  22. 22. SOCIAL MEDIA 1.8 million Australians visitTwitter each month
  23. 23. CASE STUDIES
  24. 24. GOODSTARTPlanning Reach Preference Action
  25. 25. KLEENEX COTTONELLEPIN TO MAKE A DIFFERENCEPlanning Reach Preference Action
  26. 26. AUSTRALIAN BASED PHARMACEUTICAL COMPANYPlanning Reach Preference Action
  27. 27. WAGYU BEEF MADE FROM BEERPlanning Reach Preference Action

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