Ogilvy PR Australia boosts content capabilities with appointment of influential TV producer and journalist to Howorth
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.
Australia’s ABC, affectionately known as ‘Aunty’, is often regarded as an institution that is slow to embrace innovations and technologies –almost a relic of bygone times. Aunty has a certain old school feel about her, whether it be the familiar faces of its presenters or its consistent programming. However, in reality, a more fitting name for the ABC of today would reflect that the ABC has broken down barriers ahead of its commercial cohorts.
Last month, about 150 guests crammed into a small room at the UTS Aerial Function Centre to hear Mark Scott, the managing director of the ABC, outline how the ABC was responding in the era of digital information, as part of the UTSpotlight series for the university’s alumni.
Scott reflected on a time when the ability of audiences and readers to quench their news thirst was at the mercy of the country’s news editors and newsagents. For example, if your newsagent wanted to, he could sell you a nine day-old copy of the New York Times; if you made it home in time, you would watch Richard Morecroft read the news, and if the head of news at Fairfax thought you might be interested, you could read an article from The Washington Post.
However, times have changed and while many see the ABC’s charter, structure and funding to be constraints holding it back, Scott believes innovation loves constraints and he’s taken these constraints by the horns. His view is the ABC should be more innovative, more relevant and more responsive to Australians than any other network.
Since taking the helm in 2006, Scott has expanded its services and the ABC now provides news, information, entertainment and other content across an expanding array of platforms: four television channels; digital radio channels to complement the four national and 60 local services; an elaborate online operation and customised material for mobile and other new media devices.
It’s fair to say the ABC is leading the digital charge. Its iView product, developed on a typical ABC budget of ‘as little as possible’, was the first to unlock audiences from their nightly 7pm social contracts with newsreaders to view their news. It meant they could view the news, and their favourite TV shows, at any time, from anywhere using the device of their choosing – iPhone, iPad or iMac. The ABC has realised the importance of digital and online in helping it to engage and maintain its audience.
Even the stalwart ‘old school’ bastions of the ABC have moved into the digital age – Four Corners has a Facebook page to interact with its audience, and Q&A regularly generates more than 30, 000 tweets in a single hour. The ABC has revolutionised the content Australians are seeing on their screens, centering it around them and what they have to say.
According to Scott, the role of the ABC is no longer that of a news teller but as a news host — a place where people can tell their own news and stories. The ABC is about Australian content and stories, stories for Australians by Australians. It provides a platform that allows them to do so. And where better than in their own world – online.
Guest post by Dorea Lau (@dorealau)
Sam North, former Managing Editor of the Sydney Morning Herald and Sun Herald, joins Ogilvy PR in the newly created role of Media Director, beginning February 2, 2009. He brings more than 30 years of experience across the fields of media and management to the role.
As Media Director, North will provide senior counsel on media engagement, crisis and issues management, lead media training programs, and help develop staff across Ogilvy PR’s specialist consultancies. He will also represent Ogilvy PR as a spokesperson at industry events, and importantly, partner with each of Ogilvy PR’s firms to support their respective areas of specialisation.
Ogilvy PR’s Managing Director John Studdert said North’s broad and deep experience in media across print and television journalism, teamed with his senior management skills would bring “enormous benefit to the entire Ogilvy PR offering in Australia”.
“Sam has a fairly unique mix of management and media experience that works particularly well within our model of deep specialisation,” he said.
“With such a broad skills set we felt it important that Sam work across all our firms to provide the kind of senior counsel that is so valued by our clients. We are excited to have him join our management team, and look forward to utilising his experience and seniority.”
Sam’s career spanning 30 years and engaging, either as a writer, interviewer or manager, with every Prime Minister from Gough Whitlam to the present will bring a wealth of experience to Ogilvy PR.
Prior to his role as Managing Editor of the Sydney Morning Herald and Sun Herald, he worked as Chief of Staff during the 2000 Sydney Olympics, and represented Fairfax on the Australian Press Council. Before joining Fairfax, he worked as an on-camera reporter for television news.
Ogilvy PR Australia is a joint venture between Ogilvy PR Worldwide and STW Group, Australia’s leading marketing content and communications services group. Specialist Ogilvy PR firms and affiliates in Australia include Pulse Communications, Impact Employee Communications, Ogilvy PR Health, Parker & Partners, Howorth and Cannings.