MLG brings commercial power of creative PR to the fore at upcoming forum

The conversation economy just keeps getting bigger—and, as the regular social media fails show, scarier. So to help marketers benefit from it rather than get slapped by it, the CAANZ Marcomms Leadership Group (MLG) is following up the sell-out New Rules of Brand Engagement event last year with Re-Imagining PR: How ideas-led PR can help business, a forum featuring the brains behind the Cannes 2011 PR Grand Prix winner National Australia Bank’s Break Up campaign, PR Gold Lion winner Bundaberg’s Watermark, as well as Lynne Anne Davis from Asia Pacific PR agency of the year, Fleishman Hillard Asia Pacific. 

The forum will take place on 21 March 2012, 1:30pm – 5:30pm, at the Rendezvous Grand Hotel, Auckland and Paul Head, CAANZ chief executive, says the high-calibre case studies being presented will help prove the value that creative ideas can bring to commercial results by connecting brands to consumers in increasingly relevant ways.

“The forum will offer a rare opportunity for the New Zealand marcomms community, from both client organisations and agencies, to hear from the front-line of international campaigns about the effectiveness of ideas-led PR,” he says.

Kevin Ramsdale, NAB’s general manager brand and Tim McColl Jones of Clemenger BBDO, will discuss the thinking behind the internationally renowned ‘Break Up’ campaign for National Australia Bank.

Matt Bruhn, marketing director of Diageo, will speak about Bundaberg’s dedication to the community as the idea behind the Watermark campaign, which sought to build people’s spirits following the widespread devastation of the Queensland floods, as well as its success from a brand and commercial point of view.

Lastly, bringing an agency perspective to the discussion, Lynne Anne Davis of Fleishman Hillard Asia Pacific, will share her experiences of using integrated strategies to make a business impact, a concept which has guided numerous award-winning campaigns and led to the agency being recognised as 2011 ‘Asia Pacific Agency of the Year’.

“Clients’ needs are more complex as they face unprecedented pressure to manage their reputations and bottom lines in a new world of social influence. As the communications function becomes increasingly strategic, especially at major global firms, the need for interdisciplinary consulting is growing,” she says.

Idealog editor Hazel Philips will MC the forum, which will also offer audience members the opportunity to put questions to the speakers in a panel session chaired by Vincent Heeringa, publisher at Tangible Media. And, of course, there will be some post-forum drinks.

Tickets are $250 for CAANZ members and $290 for non-members. More information and registration details are available at www.caanz.co.nz/re-imaginingpr.

Speaker bios:

Kevin Ramsdale, National Australia Bank’s Group General Manager Brand

Kevin Ramsdale joined NAB in 2010 after five years at Bupa Australia Health and 15 years with Ford Motor Company. Initially General Manager of Marketing & Research for NAB’s Personal Banking business, Kevin took on the brand role for the broader NAB enterprise in 2011 and played a lead role in the strategy development and execution of the much-discussed Break Up campaign.

Tim McColl Jones, Executive Director at Clemenger BBDO, Melbourne

Tim McColl Jones is one of Australia’s leading independent brand communications practitioners with a unique blend of global, regional and domestic experience across a range of industry sectors.

Tim joined Clemenger BBDO/Melbourne as Board Director and Business Director for NAB in December 2010 contributing to the development of Break Up, which has become a hugely successful business and marketing milestone.

Matt Bruhn, Marketing Director at Diageo Australia

A classically trained marketer with over 10 years’ experience at Imperial Tobacco, Kellogg’s and Diageo, Matt currently manages the Diageo Australia marketing team which he says is “blessed with brands such as Bundaberg Rum, Smirnoff Vodka and Johnnie Walker Scotch Whisky”.

Matt is dedicated to creating work that reflects the legacy of the brands he works on, and to impacting the community in a positive way. He is passionate about marketing brands and products in a responsible and sustainable manner.

Lynne Anne Davis, Regional President and Senior Partner at Fleishman-Hillard Asia Pacific

Based in Hong Kong, Lynne Anne oversees Fleishman Hillard’s Asia Pacific operations. During her time in the role, the business has expanded exponentially, and achieved numerous awards.


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