To celebrate its 20th anniversary, Howorth has a fresh new look to reflect its vision to be famous “for campaigns that make people feel, imagine or act”,
“A strong differentiator for Howorth has been the importance we place on storytelling,” said Graham White, Managing Director. “Human history is built on stories, written, spoken, drawn on walls, broadcast and today – uploaded. The brands that succeed in this new world are the brands that can tell their story in an interesting and engaging way. Everything we do is based on good storytelling, regardless of the industry or market you operate in, or the channel or platform through which you tell them.
“The combination of our 20th anniversary, the shifting communications landscape, and our vision to show why and how great ideas and clever thinking pays off, it was time for the brand to have a fresh look. It was time to evolve.”
The key change is the introduction of a logo to sit alongside the Howorth brand name. This logo symbolises Howorth’s belief that great campaigns will provoke some kind of visceral reaction – physical as much as rational. They have the ability to lift and shift your thinking. They can make you feel, imagine or act. The three circles represent those three reactions. Howorth calls this Thinking That Moves. Thinking that can move you, your business, your brand, opinions, reputations, people, perceptions or even agendas. This belief underpins everything we do.
Graham adds: “We’re very proud of our new look. It’s clean, modern, maintains our Ogilvy heritage, and embodies our evolving position.”
Howorth and Social@Ogilvy are celebrating today after scooping a Gold SABRE in Product Media Relations at last night’s 2013 Asia-Pacific SABRE Awards in Shanghai. These awards celebrate the best PR campaigns in the region. It was also a good night for Ogilvy PR throughout the region, taking home six Gold trophies and the Platinum SABRE Award for the best PR program of 2013.
Howorth and Social@Ogilvy won the Gold SABRE for the “Making Australian Parents Say “OMG” About Office 365” campaign with Microsoft Australia. This campaign, to launch Office 365 Home Premium, combined public relations and social media to create conversation and excitement about the launch of Office 365 Home Premium. This included inviting parent influencers to crowd-source 365 ways – or #OMGTIPS – that Office 365 can help create more time for the family – from the kitchen to the classroom. generate positive conversation among Australian parents and excitement around all of the ways that Office can support the modern family, and begin a platform to build authentic relationships with online influencers.
The campaign rolled out in three phases, building interest and awareness among parent influencers over a two-month period culminating at the 2013 Digital Parents Conference – Australia’s largest annual gathering of parent bloggers and influencers. And, ultimately, we made Australian mums and dads so excited about Excel, Word, PowerPoint and other products in the Office 365 product suite that they said “OMG”!
Ogilvy Public Relations Australia has left its mark in the upcoming 2013 Asia Pacific SABRE Awards, with 12 campaigns recognised. The finalists were selected from among a record haul of more than 1,000 entries from across the region, and the Gold winners will be announced at the annual SABRE Awards dinner in Shanghai on September 18.
Howorth had the strongest performance, with seven campaigns recognised, whilst Pulse Communications had three and Ogilvy PR Melbourne had two.
In the Gold SABRES, Howorth and Social@Ogilvy’s “Making Parents Say OMG About Office 365” for Microsoft Australia is shortlisted as a finalist in both the Australia and New Zealand Geographic Category and Product Media Relations. Howorth’s “The Block: If these Walls Could Talk” entry is also a finalist in the Product Media Relations category. In Technology (B2B), Howorth is a finalist with the “Microsoft: Innovation from Students to Start-ups” campaign.
Pulse has three campaigns shortlisted. “Being Silly for a Serious Cause: Carnival Cruise Lines Supports Red Nose Day” is a finalist in the Travel and Leisure category, whilst “FANTA Unbottle the Fun” is a finalist in the Social Media Campaign and “Get Smart at Ford HQ: A Dipped in Blue Immersion Event” brings up the trifecta in the Automotive Industry Sector.
Ogilvy PR Melbourne’s “BP Pink Pulp” is a finalist in the Retailers and Publicity Stunt.
Meanwhile, Howorth is already a winner in the Silver SABRE Awards, winning Earned Media Broadcast Placement for its “The Block: If These Walls Could Talk” entry. Howorth also took out a Certificate of Excellence for “Rock Royalty: We Have A Commonwealth of Rock” in the same category. But it didn’t stop there, as Howorth also secured a Certificate of Excellence for Print Placement with its “Did My Ancestors Have a Tattoo?” entry.
Finally, Ogilvy PR Melbourne’s “BP Pink Pulp” also bagged a Certificate of Excellence for Publicity Stunt.
All in all, an outstanding effort from Ogilvy PR Australia.
Congratulations to all the teams and fingers crossed for the finalists in the Gold SABRES.
Ogilvy PR Australia has appointed TV journalist Helen Frost to join Howorth, business to business and technology specialist consultancy and part of Ogilvy PR Australia, as Content and Editorial Manager.
A journalist with 14 years’ experience, Frost worked at Channel Nine, Sky News and Haymarket Media. She has joined Howorth to focus on delivering new content capabilities for owned, earned and paid media.
“We’re delighted to welcome Helen to Howorth and Ogilvy PR, and excited to have someone with her editorial and content experience join the team,” said Graham White, Managing Director, Howorth. “Helen’s longstanding career as a TV producer and reporter for some of Australia’s leading broadcast networks will bring first class editorial and content expertise to Howorth and the Ogilvy PR group, growing our capability in this rapidly expanding area.
“With the ongoing shift in the communications and media landscape and the opportunity for brands to communicate directly with consumers through a wide variety of online media, Helen will be an enviable resource for both our current and future clients,” White continued.
Frost will play a specific role on some of the agency’s core clients, contributing to media and content strategy as well as production. In addition to her role in Howorth, she will also work closely with others in the agency to broaden Ogilvy PR’s content offer, which is being led by Social@Ogilvy’s newly appointed Managing Director, Yianni Konstantopolous.
Frost is excited about joining the communications industry at such a progressive time. “It’s a time of significant change in the media and PR industry, and this is a terrific opportunity to help drive that change in a way that‘s going to extend Howorth’s boundaries to the benefit of its clients,” she said.
“Storytelling is always at the centre of my experience. My background in TV, print and online, will not only help my colleagues and our clients, but it will also pave the way for PR and social to charge ahead in content creation,” Frost continued.
“I believe there are only a few PR agencies currently capitalising on these opportunities to create engaging and relevant content through traditional media – and owned channels at the same time. Howorth is a progressive agency and I look forward to ensuring we seize the opportunities and remain at the forefront of the industry.”
Frost was most recently a producer across Nine's daily news bulletins, including The Today Show, and prior to that ran the Prime7 newsroom for Central Western NSW. As the senior reporter she covered issues important to regional Australia such as renewable energy, transport and most importantly innovations in health.
Challenge: Australia Unlimited is a national brand developed by Austrade in response to global research that demonstrated Australia’s global reputation was based more on our physical attributes than our intellectual ones.
While Australia has a very strong international reputation, regularly ranking among the top countries in global studies, Australia Unlimited was tasked with promoting Australia’s credentials in business, technology, creative industries and science to overseas markets.
In an effort to draw attention to the depth and breadth of Australian talent around the world, Australia Unlimited was preparing to launch its Global 50 list comprising of expat Australians who are not household names, but who are doing work that deserves to be recognised.
Strategy: With a million Australians offshore at any one time and many more involved in international work, they are a ready-made corps of promotional ambassadors for the nation. Our people are the best evidence we have that Australia today is a creative, clever and globally engaged nation.
As part of this content driven campaign, Social@Ogilvy identified a list of 32 influential Australian expats living in the key markets of US, UK, Europe and Asia, so that Australia Unlimited could target them to build relationships with these key influencers while also sharing their international success stories and portray a contemporary Australia through its people.
In order to drive awareness of Australia Unlimited’s Global 50 list and mobile apps, and maintain conversation in the lead up to and throughout the Australia Day weekend, Social@Ogilvy developed a strategy encompassing content creation, influencer outreach, and conversation management, drawing new stakeholders to the Australia Unlimited brand.
Results: The integrated digital and social campaign was successful in driving traffic to Australia Unlimited’s website, with social media the top driver of referral traffic, and building key relationships with international influencers.
More than 2.174m Twitter accounts reached
80 retweets representing a 515% increase on the previous week and 100+ mentions over the campaign
8% increase in Twitter followers
70% of all traffic to the website referred from social media channels
184% increase in application subscribers
Challenge: Getty Images believes that mobile photography has made huge strides in a short time, so much so that the company provides its photographers with software tools that allow them to create smartphone-style images that are of high enough quality to be used by their commercial clients.
As the official photographic agency for the Australian Open, Getty Images’ team of photographers embraced the smartphone look by applying special effects to their portraits of quirky spectators, umpires, ball boys, media and event staff.
These images became known as the Faces of the Australian Open.
Strategy: To capitalise on the hype building around the grand final match; Howorth developed a two-fold media strategy.
Part one: offer national metropolitan titles the Faces of the Australian Open album to run as an online image gallery.
Part two: provide national lifestyle tech title, CNET with exclusive access to Getty photographer, Cameron Spencer, to develop a feature on the ever-increasing popularity of smartphone photography from a professional perspective.
Results: The result saw a ¾ page article featuring Faces of the Australian Open images published on page six of the Sydney Morning Herald. Fairfax Media also syndicated an online image gallery across 24 metropolitan and regional news sites.
CNET published two stories including an online image gallery and an in-depth article on how professional photographers integrate smartphone technology in their work, featuring comments from Cameron Spencer.
Challenge: When Getty Images photographer Adam Pretty won the prestigious Getty Editorial Fellowship, he grabbed his camera and prize money and headed to the Japanese town of Kesennuma - one of the most devastated regions from the Tohoku quake and tsunami in 2011.
Overwhelmed by the scope of tragedy, Adam resolved to give something back to the people by reconstructing wedding portraits of couples whose original wedding photographs were destroyed.
Adam’s Bride Again project is a strong example of the depth and power of the work of Getty Images’ photographers.
Strategy: To coincide with the second anniversary of the Tohoku quake and tsunami, Howorth approached two media outlets – Fairfax Media and ABC - with the opportunity to speak with Adam.
Both interviews would discuss why Adam chose to focus on the Japanese tsunami and uncover stories of survival and love among the families involved in the project.
The story that Howorth and Getty Images wanted to tell was that of the strength, resilience and hope of the Japanese people living in Kesennuma.
Results: Following an interview with The Sun Herald, a half page article featuring a Bride Again wedding portrait was published in the newspaper.
This piece was syndicated to 157 online Fairfax metropolitan and regional news sites including the Sydney Morning Herald, The Age and Brisbane Times as well as featuring in Fairfax’s tablet edition.
Adam’s interview with the ABC resulted in an online feature piece, exposing the news to a potential audience of 3,700,000 Australians.
This campaign generated a combined total of 159 clips and reached a potential audience of 18,022,235 Australians.
Challenge: Building on the wave of interest and anticipation from Windows 8 Consumer Preview, the PR team was tasked to deliver a high impact, broad-reaching publicity campaign to amplify the local Windows 8 story.
Windows 8 heralded a huge brand shift for Microsoft, of which the PR campaign needed to emulate. The approach needed focus on people not product, stories over messages and product engagement over sales in order to help audiences emotionally connect with the experience that Windows 8 offers.
Strategy: With an audience spread across the entire gamete of media – from technology to consumer lifestyle and everything in between, the PR team developed an educational approach that would deliver targeted information, purely relevant to each segment before culminating in the official launch event.
In September, a series of 10 one-on-one briefings were held with the most influential people across technology media in order to ensure a well-grounded level of knowledge and understanding of the Windows 8 story in the lead up to launch.
Following this, in October five consumer lifestyle mini-events were hosted at the Ivy Penthouse. The events saw the presence of 26 key media from Australia’s highest circulating consumer glossy magazines, providing these media with a first look and touch of the new operating system.
The third phase of activity offered our influencers the opportunity to ‘touch and try’ Windows 8 through the seeing 10 RTM Samsung Slate 7 devices.
Launch day kicked off early with three pieces of solid coverage across breakfast TV which highlighted the availability of Windows 8 and Surface in Australia. The PR team worked with key morning reporters to educate them on the new product features so they could speak as ‘experts’ on Windows 8.
The tone of the coverage was very positive, with many broadcast articles positioning the Windows 8 launch as Microsoft striking back against other tablet competitors – to quote Sunrise host Andrew O’Keefe commenting “The Empire strikes back,”. News of the availability and Harvey Norman’s Midnight Madness stunt echoed across the daily news cycle and wells as the availability of devices and the different SKUs available locally.
The Australian media event commenced at 9:30 AM and saw the attendance of over 110 media from an extensive array of consumer lifestyle, broadcast, news, consumer tech and more. Media guests included the likes of Channel 7, Channel 9, SBS World News, ABC Radio National, ABC News 24, 6PR, Better Homes and Gardens, Rolling Stone, Men’s Health, The Australian, The Sydney Morning Herald, The Daily Telegraph…etc.
Key results include:
“We are looking forward to working with the Howorth team again and leveraging its consumer expertise in PR and social media,” said Ms Thomas, National Marketing Communications Manager, Toshiba (Australia) Pty Limited.
Howorth previously worked for Toshiba for six years and teams-up with Toshiba again from 13 February 2013.
Contact details for the Howorth PR team will be communicated in due course.
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