Sign in/sign up

Countering internal PR ‘turf battles’: Sachs

By Maha Obeid in Marcoms News on

International author and speaker MaryLee Sachs believes organisations need to have a clear reporting structure for PR.

Sachs, who will be a presenter at the PRIA Directions national conference in October 2011, told Influencing her experience of siloed organisations where PR has traditionally reported up through the CEO, COO, Legal or HR presents a challenge for the industry.

“Marketers are seeing the importance of reputation to brand, and are trying to make a land grab in many cases. I'm not advocating for any one correct structure. So much depends on the variables such as the specific organisation's challenges, objectives and priorities; type of business and category landscape; and geographic reach. Historical silos, culture, personalities and budgets also play factors, or can be hindrances in affecting change in organizations,” Sachs explained.

Sachs, a former Worldwide Director of Consumer Marketing at Hill & Knowlton, has more than 25 years of integrated marketing experience in the US and internationally.

In July, her book ‘The Changing MO of the CMO, How the Convergence of Brand and Reputation is Affecting Marketers’ was launched, drawing on the experiences of Chief Marketing Officers (CMOs) from 10 global organisations.

Her research will form part of the agenda at her Masterclass at PRIA Directions on 23 October. She believes the PR industry needs to find the best way of working together with the CMO and marketing team to achieve the optimum results against common business objectives.

“Part of that will require PR agencies and practitioners to understand a new language – that of the marketer, and to find some common ground between the traditional practice of marketing and that of public relations. Much of the success of working together also will depend on how open and flexible both sides are,” Sachs said.

The Masterclass will include practical tips about achieving success in global marketing, looking at the effect of convergence of brand and reputation on senior marketers as they consider how they go to market. 

“Specifically, I'll be talking about how to work more closely with your marketing counterparts to maximise the opportunities presented by a greater contribution of PR to the marketing mix,” Sachs said.

Sachs, who was a juror for the PR Category in its inaugural year at the Cannes Lions International Festival of Creativity in 2009, believes Australia is making its mark at the PR Lions.

“I think that the fact that Australia has won two of the first three PR Grand Prix Awards suggests that Australia is a highly creative market. Generally across all of the PR awards, Australia together with the US, UK and Sweden seemed to perform best, although Latin American countries are beginning to provide stiffer competition.”

Sachs believes the PR industry is in a good position to handle the global economic uncertainty.

We might be somewhat better off than other marketing disciplines but I fear we still don't do enough in terms of demonstrating real business ROI to most of our colleagues or clients,” Sachs concluded.

Membership privileges

  • Read and comment an all stories
  • Weekly digest of media and PR news (optional)
  • Post media releases to PRWire newswire
  • Advertise job vacancies
  • List your business in our PR directory

Please note that Influencing is used EXCLUSIVELY by media and influencers, as well as professionals who manage marketing and communications within their organisations, so we need a work email address.

More Marcoms News

Sling and Stone scores Quibi account

By Jonas Lopez in Marcoms News on

Sling & Stone PR has landed the ANZ market account for American streaming platform Quibi, reported Mumbrella. 

The account signing came off Quibi’s recent ANZ launch, which included a free tier and subscription accounts for just $7 a month as a limited-time offer. 

Established in 2018, Quibi hosts streaming videos of up to ten minutes each.

“The world of entertainment has seen huge change in those ten years, and we’re honoured that one of the most exciting companies we’ve ever met has entrusted us with their storytelling,” said Sling & Stone PR founder/CEO Vuki Vujasinovic.

“It’s a huge privilege for our team to be able to work with the global Quibi team, and also the incredible talent creating content on the platform, including the likes of Kiefer Sutherland, Liam Hemsworth, Rosie Huntington-Whiteley, Sasha Velour, and producers like Steven Spielberg.”

AMPR lands new clients

By Jonas Lopez in Marcoms News on

The AMPR Group communications agency has started the week with a raft of new clients, reported Mumbrella. 

For the consumer products space, the new clients are Frankie 4 Footwear, PUMA Australia, and Mambo. 

The Open Markets Group stock brokerage is also a new signing.

Several clients have also retained AMPR’s services - Nissan Australia, Forever New, Bondi Sands, Village Entertainment, ZxZanerobe, Barney Cools, Cools Club and the Melbourne Fashion Festival. The AMPR’s remit with the Melbourne Fashion Festival, in particular, involves working with the Melbourne Racing Club for the 2020 Stella Artois Caulfield Cup Carnival.

Tom Organic, Multicultural Arts Victoria, and Witchery are tapping AMPR for new projects in the wings.

“I’ve been particularly proud of AMPR’s senior management who quickly put measures in place that enabled us to retain our staff and get them thinking in ways to extend our services and add value for our clients, industry

Thrive PR lands Samoa Tourism Authority account

By Jonas Lopez in Marcoms News on

Thrive PR+Communications has earned ANZ market representation for the Samoa Tourism Authority (STA).

The new deal will see Thrive support the STA’s integrated campaigns designed to generate more interest in visiting the island-nation, with one big selling point being no local COVID-19 infections so far. A video showcasing the sights and sounds of Samoa has been produced.

Australia is one of Samoa’s major tourist markets; the STA estimated that one in every five of the 160,000 tourists who visited the country last year were Australians.

“Thrive is thrilled to be supporting Samoa’s tourism recovery efforts in ANZ. As one of the few COVID-19-free nations in the world, it’s certainly a pivotal time for the island jewel to showcase its stunning natural assets and rich traditional culture,” said Thrive managing director Leilani Abels.

Hemming takes up ANZ comms/marketing post at WPP AUNZ

By Jonas Lopez in Marcoms News on

Toby Hemming (pictured) has joined WPP AUNZ as its new ANZ communications and marketing chief.

The new post will see him collaborate with CEO Jens Moonsees in developing internal and external communications and marketing programs for the entire WPP AUNZ organisation.

Hemming came over to the company after overseeing the closure of his own agency, Bold Media, a few weeks ago.  He had previously led communications work at News Digital Media in Sydney and at BSkyB in London.

“Throughout my career I have worked with some of the world’s most innovative technology, media and advertising brands. WPP AUNZ’s strategic direction is in line with the huge digital growth opportunities that continue to present themselves across all markets. It’s great to have the opportunity to collaborate with such inspiring brands and leaders, to bring the company’s vision and direction to life,” said Hemming.

Magnum and Co earns Peters ice cream deal

By Jonas Lopez in Marcoms News on

Communications agency Magnum & Co has won the account for leading ice cream brand Peters.

The new deal will see the Magnum team run Peters’ PR and influencer marketing efforts, including social media and content production.

Magnum & Co and Peters previously worked together on an influencer campaign for Cadbury Australia’s new Cherry Ripe bars. 

“Lockdown this year has been bleak for many consumer categories but thankfully the extra “at‐home” time brought with it an appetite for a little self-indulgence. We’re very happy to be partnering with a business like Peters, home to a raft of household favourites, to help support their many iconic and well‐loved brands,” said Magnum & Co managing partner Katie Barclay.

Magnum and Co tapped for Avengers project

By Jonas Lopez in Marcoms News on

Brand communications agency Magnum & Co has been tapped to run the ANZ regional marketing for this week’s release of the new videogame Marvel’s Avengers (pictured), reported B and T.

Part of the game release will see Magnum and Co bring together the Australian team that won the men’s 4x100m freestyle relay event at the Sydney Olympics - Ian Thorpe, Michael Klim, Chris Fydler, and Ashley Callus – for a co-op mission in the game. 

Developed by Crystal Dynamics and published by Square Enix, Marvel’s Avengers features an all-new story campaign involving the titular superhero team as they face a new threat from the science organisation AIM.

“The game’s narrative really drove the inspiration for the launch creativeReassembling one of Australia’s most heroic teams, while celebrating 20 years since their win felt like the right way to mark the launch of this iconic new game. They’ll still need to embrace their superhuman powers,

Freyne signs up with Mahlab

By Jonas Lopez in Marcoms News on

Content marketing and communications agency Mahlab has enlisted the services of Addie Freyne as communications director, reported B and T. 

She came over after six months running an agency she co-founded, The Social Producers, as head of PR, reputation, and communications. She also previously worked at, among others, Edelman Australia, Hotwire, and Atomic PR.

Freyne’s entry came just as Mahlab is expanding its PR client base, with video conference tool Zoom as one of its most recent signings.

“I’m excited to add my experience to the originality and intelligence of the Mahlab team. As our industry strives to bring creativity to ‘unprecedented times’ and to bring empathy to ‘the new normal’ it is rare to find an agency that inspires its clients and colleagues to do both,” said Freyne.

Follow Freyne on LinkedIn.

More News latest

Lambert in charge of Women’s Agenda
Tarla Lambert is the new Women’s Agenda EIC.

Harding flies home
KIIS FM’s PJ Harding is back in New Zealand.

Shelley Lloyd exits ABC
Shelley Lloyd calls time at ABC.

Chris and Mel Dzelde exit Power FM
Chris and Mel Dzelde have left Power FM.

New state appointments up at Hit Network
The Hit Network has new host programming changes.