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Posts Tagged ‘Cannes 2009’

Case Study – THE PRODUCTIVITY GAP – Winner of Cannes PR Lions 2009

Posted by prnext on September 6, 2009

telstraTELSTRA ENTERPRISE & GOVERNMENT / OGILVY PUBLIC RELATION, AUSTRALIA, Sydney

The Campaign

The ‘enterprise and government’ arm of Australia’s largest telecommunications provider, Telstra, needed a platform to promote information and communication technology (ICT) products and services to finance and information executives at Australian organisations.

Understanding that the key benefit of Telstra’s ICT market offering is enabling companies to work smarter with fewer resources, a ‘productivity’ communication platform was devised. To enable this, an independent white paper investigating technology and business productivity was commissioned along with a survey which discovered 78 per cent of Australian organisations say improving productivity is a high priority, but only half have any systems in place to measure improvements or set targets.

This finding was called the ‘productivity gap’ and provided Telstra with a versatile and thoroughly considered leadership platform. Teamed with Telstra’s Chief Economist and third party case studies, content was created for outreach to traditional and social media, employees, existing and potential customers.

Blanket media coverage was achieved in targeted business and technology media thanks to a strategic use of pre-briefing interviews and embargoed media materials. Telstra took public ownership of the concept, with ‘productivity gap’ becoming media vernacular during the first news cycle. Almost 75% of the annual coverage target was achieved in just four weeks.

Client Brief:

The goal of the campaign was to position Telstra Enterprise & Government as leaders in the productivity space and take ownership of the thought leadership platform. Competitor research showed no telecommunications brand was synonymous with ‘productivity’ in the Australian media landscape, despite the fact it was the main business benefit of ICT investment. Criteria for success was based not only on generating quality editorial coverage in business and technology media, but also developing a platform that was dynamic enough to be used for internal communications, contact with existing customers and strengthening the sales pitch for potential customers.

Results:

The key performance indicator was 50 pieces of strategic coverage in 2009. More than 75% of the annual target was achieved in the first month, with the campaign still rolling out. To maximise effectiveness, each story needed to meet the following: – Positive or neutral tone; – Appear in pre-agreed media targets and meet size requirements; – Include campaign messaging.

Coverage highlights included a full page in the Australian Financial Review and coverage in The Australian, major metropolitan dailies, industry websites, was picked up by influential personalities and appeared on business radio and television. A leading commentator wrote an opinion piece in a national broadsheet reporting the spokesperson, “…was everywhere. He was on television, in the papers and the trade rags, promoting new research…” Telstra’s ‘productivity gap’ became part of business and technology media parlance and the messaging was adapted seamlessly for internal communications, existing customer communication and sales tools.

Execution:

There were five phases of the national campaign.

1. Two pieces of INDEPENDENT RESEARCH were commissioned in October 2008: ‘The Telstra Productivity Indicator: A Report on business attitudes towards improving productivity in Australia’ and a white paper titled ‘ICT as a driver of productivity’.

2. EMBARGOED MEDIA INTERVIEWS accommodated the busy schedules of both Telstra executives and key journalists. This tactic ensured the availability of spokespeople and media to undertake in-depth interviews and achieve cut through in a busy media landscape.

3. Once the embargo passed, a GENERAL NEWS RELEASE was distributed to all media and a TAILORED BYLINE ARTICLE was placed with industry specific publications.

4. A series of SPEAKING OPPORTUNITIES were coordinated for key Telstra executives to share more insights.

5. The research was launched on Telstra’s INTRANET for employees and the SALES TEAMS were furnished with new tools embracing the productivity theme. The campaign ran to plan.

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No show for India in Cannes PR Lions 2009

Posted by prnext on July 20, 2009

ndian PR industry had to face a very disappointing start at the 56th Cannes Lions International Advertising Festival 2009 with no Indian entries being short listed for inaugural PR Lions awards.
Cumminsnitro in Brisbane, were the winners of the inaugural PR Grand Prix for Tourism Queensland’s ‘Best Job in the World’.
The category was started to honour the creative use of reputation management through building and preservation of trust and understanding between individuals, businesses and organizations.
The category had received 431 entries from 48 countries, of which India had sent 12 entries, but none of them could be short listed.  Of the total 431 entries, 37 entries were short listed for the final round, yet awarded only 17 PR Lions. These included Australia’s “Earth Hour”; Japan’s “Yubari Resort” and “Love Distance”; Lebanon’s “Khede Kasra”; Portugal’s “World’s First Ephemeral Museum” and “Selling Hope”; Switzerland’s “Zurich’s Being Sold”; Costa Rica’s “Bring Back Peace”; Brazil’s “One Thousand Casmurros”; UK’s “Beautiful Game” and “Pig’s are Worth It”; and USA’s “Honey, Let’s Lick the Problem,” “Guinness Rally,” “The Great Schlep” and “Protecting Futures”.
Each entry was given four points, which made up the total vote. These marks were weighted as Strategy (30 pc), Execution (20 pc), Creativity & Originality (20 pc) and Results (30 pc).
Australia had sent the highest number of short listed entries in this category  five, while the US and Japan had four short listed entries each. The UK had three short listed entries.
Lord Tim Bell, Chairman, Chime Communication from the UK was the President of the jury, which was drawn from 15 countries. Prema Sagar, Founder, Genesis Burson-Marsteller was the Indian juror for the category.
At least nine of the 17 PR Lions, meanwhile, were entered by advertising agencies. While Lord Bell admitted he would have preferred more PR agency winners, he called for greater awareness of the Cannes Lions festival among the PR community. ‘They didn’t know what it is, and it wasn’t very well promoted,’ he said. ‘It will get better – people will boast about their Lions and other people will want them.’

Indian PR industry had to face a very disappointing start at the 56th Cannes Lions International Advertising Festival 2009 with no Indian entries being short listed for inaugural PR Lions awards.

Cumminsnitro in Brisbane, were the winners of the inaugural PR Grand Prix for Tourism Queensland’s ‘Best Job in the World’.

The category was started to honour the creative use of reputation management through building and preservation of trust and understanding between individuals, businesses and organizations.

The category had received 431 entries from 48 countries, of which India had sent 12 entries, but none of them could be short listed.  Of the total 431 entries, 37 entries were short listed for the final round, yet awarded only 17 PR Lions. These included Australia’s “Earth Hour”; Japan’s “Yubari Resort” and “Love Distance”; Lebanon’s “Khede Kasra”; Portugal’s “World’s First Ephemeral Museum” and “Selling Hope”; Switzerland’s “Zurich’s Being Sold”; Costa Rica’s “Bring Back Peace”; Brazil’s “One Thousand Casmurros”; UK’s “Beautiful Game” and “Pig’s are Worth It”; and USA’s “Honey, Let’s Lick the Problem,” “Guinness Rally,” “The Great Schlep” and “Protecting Futures”.

Each entry was given four points, which made up the total vote. These marks were weighted as Strategy (30 pc), Execution (20 pc), Creativity & Originality (20 pc) and Results (30 pc).

Australia had sent the highest number of short listed entries in this category  five, while the US and Japan had four short listed entries each. The UK had three short listed entries.

Lord Tim Bell, Chairman, Chime Communication from the UK was the President of the jury, which was drawn from 15 countries. Prema Sagar, Founder, Genesis Burson-Marsteller was the Indian juror for the category.

At least nine of the 17 PR Lions, meanwhile, were entered by advertising agencies. While Lord Bell admitted he would have preferred more PR agency winners, he called for greater awareness of the Cannes Lions festival among the PR community. ‘They didn’t know what it is, and it wasn’t very well promoted,’ he said. ‘It will get better – people will boast about their Lions and other people will want them.’

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PR arrives at Cannes

Posted by prnext on June 17, 2009

ublic relations is finally being honored with its own award category at the Cannes Lions International Advertising Festival. After years of watching the advertising world live it up at the Cannes Lions International Advertising Festival, PR professionals now have their own entree to the famed Croisette, thanks to the inclusion of a PR category at the 56th annual event this year.
The inaugural PR Lions will see the sector take its place alongside the various advertising disciplines already honored, with awards for film, press, outdoor, media, radio, direct, promo, cyber, design and integrated. A special Titanium Lion celebrates ‘breakthrough ideas’.
The event, which is scheduled between 21 to 27 June, will give PR professionals a chance to rub shoulders with some of the biggest names in the marketing world. June 22nd will be the day for PR awards. Each day will be brimming with seminars, workshops, master classes and exhibitions.
For PR agencies, there are some compelling reasons for taking part in the festival. Cannes’ ability to attract senior client-side marketing executives is well known and remains a draw. With clients increasingly looking to integrate their advertising and PR activity, Cannes offers agencies the opportunity to start leading the creative process and win more business.
By making sure that clients see award-winning PR work, PR community hopes they will divert below-the-line budget towards the PR agency rather than the creative shop.
Cannes has attracted more than 400 PR entries from around the world, including 60 from the UK. The numbers represent a healthy tally, particularly in such a tough economic environment. It is also worth bearing in mind that attending Cannes is not exactly a low-cost affair.
PR’s inclusion at Cannes is yet another sign of its increasing recognition and importance within the marketing community. In an environment where clients are looking for the best ideas, regardless of their provenance, the onus is on PR agencies to prove they can swim with the biggest fish.
The entries will be judged on their merits, with particular regard to idea generation, and hopefully the jury will make the awards with particular regard to creativity. This is important because Cannes is all about creativity. It is also long overdue that public relations work should be celebrated in the same way that advertising always has been.

Public relations is finally being honored with its own award category at the Cannes Lions International Advertising Festival. After years of watching the advertising world live it up at the Cannes Lions International Advertising Festival, PR professionals now have their own entree to the famed Croisette, thanks to the inclusion of a PR category at the 56th annual event this year.

The inaugural PR Lions will see the sector take its place alongside the various advertising disciplines already honored, with awards for film, press, outdoor, media, radio, direct, promo, cyber, design and integrated. A special Titanium Lion celebrates ‘breakthrough ideas’.

The event, which is scheduled between 21 to 27 June, will give PR professionals a chance to rub shoulders with some of the biggest names in the marketing world. June 22nd will be the day for PR awards. Each day will be brimming with seminars, workshops, master classes and exhibitions.

For PR agencies, there are some compelling reasons for taking part in the festival. Cannes’ ability to attract senior client-side marketing executives is well known and remains a draw. With clients increasingly looking to integrate their advertising and PR activity, Cannes offers agencies the opportunity to start leading the creative process and win more business.

By making sure that clients see award-winning PR work, PR community hopes they will divert below-the-line budget towards the PR agency rather than the creative shop.

Cannes has attracted more than 400 PR entries from around the world, including 60 from the UK. The numbers represent a healthy tally, particularly in such a tough economic environment. It is also worth bearing in mind that attending Cannes is not exactly a low-cost affair.

PR’s inclusion at Cannes is yet another sign of its increasing recognition and importance within the marketing community. In an environment where clients are looking for the best ideas, regardless of their provenance, the onus is on PR agencies to prove they can swim with the biggest fish.

The entries will be judged on their merits, with particular regard to idea generation, and hopefully the jury will make the awards with particular regard to creativity. This is important because Cannes is all about creativity. It is also long overdue that public relations work should be celebrated in the same way that advertising always has been.

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