Sam Cousins

🌟 Check out our brilliant new blog from Laura Sedgwick from Sedgwick Communications -  Laura has over 12 years of experience across the UK, New Zealand, and Australia and has worked with some of Australia’s largest brands, crafting and executing integrated campaigns that leave a lasting impact! 🌟 💖 Known for her big-picture thinking and storytelling skills, Laura brings a wealth of knowledge and insight into the world of public relations. 👏 In this Q&A, we explore her journey in business ownership, her experiences in the PR industry, and the lessons she’s learned along the way! Link to the article is in the comments below ⬇️  

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How to Sell Brand to the CEO 💡 In Agencyland, teams receive briefs with clear challenges. They whip up proposals and get sign off within 2-3 days. The Head of Brand and the CEO are fully aligned. The confirmation is handwritten and delivered by flaming phoenix in a gilded envelope sealed with unicorn tears. Clients don’t live in Agencyland. In reality, everyone has a different challenge they want to solve. And different metrics. There’s a pitch between agency and client; but there’s often a pitch internally between “brand people” and other key stakeholders, too. For those situations, read Sonder & Tell's tips for selling brand to the CEO ⬇️

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We Are Social has been working with influencers since the day the London office doors opened, 16 years ago and during that time, seen many trends shape the way brands effectively engage with influencers and creators. On 10th September, we'll be launching the Next Gen Influence report, exploring the latest trends defining the creator landscape. In this blog post, we preview one of the five trends that will feature – Right to Reinvention. Find out more about it here: https://lnkd.in/gAhP_FkY #InfluencerMarketing #CreatorEconomy

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Our latest post with insights on pitching during the summer and the challenges and potential opportunities this brings. Follow Do Good PR for more! #prtips #businessforgood #mediacomms

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Real or not…this is a great example of responsive and timely media creative, that leverages social currency (the latest conversation/debate or hype) to reinforce a business/brand or party’s position/perspective and/or value. (I apologise there are a lot of “/‘s” in that). This came up on my social feed. I am not sure of the original source. I am not sure if this is CGI/AI or a photo of a physical billboard BUT it’s a great example of responsive, relevant and tactical media communication. I am surprised it’s not carrying the Labour logo. I am a strong believer that irrespective of company size, strategy is importaant. BUT tactical responsive creative, that’s well placed and timely certainly has a role to play in helping brands communicate their position and values. #responsivemedia #generalelection #dday80 #creativemedia

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This week PHD Australia took more than 100 of our clients through our perspective on how AI is impacting the marketing landscape now and the impact it’s likely to have over the next 3 years.   With presentations across Melbourne and Sydney, our national head of digital, Gemma Dawkins, our Melbourne head of strategy & planning, David Bielenberg and our Sydney head of digital, Paula Malysevaite spoke about: ·        The benefit of AI products like Google’s Performance Max and Meta’s Advantage+ but also important watch outs, particularly around brand safety ·        PHD’s Assisted Intelligence approach to AI and how we're using our OMNI platform to drive improved performance for clients ·        The responsible use of AI and PHD’s AI Code Of Conduct designed to preserve data security and ethical standards To learn more about what we’re doing, dive into PHD’s Ascension | Rise with AI - https://lnkd.in/gqFYjZWp Ascension is a generative online magazine that will guide you through the AI revolution in marketing, offering continuously updated insights and projections.   #PHDIntelligenceConnected #Ascension #AI #ProudtobePHD

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Earlier this year, the entire McCann Central strategy team came together to chat about all things strategy, planning and effectiveness. One of my favourite sessions from the day was learning about one of our (more forgotten!) founders, Herbert N Casson. The session provided the inspiration for me to buy his book, Ads and Sales, released in 1911. It's incredible to see that the lessons shared then are still true today - providing a huge inspiration for strategy and planning 🤯 #mediastrategy #mccann #mediaplanning

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Rear Window in the AFR has discovered our dastardly plot – suggesting our clients place paid advertisements in newspapers owned by our competitors! Seriously, while I know all is fair in war and peace between differing media organisations, it is disappointing that Font Publishing owning a number of local newspapers - including some that we actually re-opened after closure by their previous owners - is portrayed as somehow being a bad thing. It’s also disappointing that a publication such as the AFR didn’t check some important facts. Among these - Font Public Relations doesn’t actually own any newspapers (mind you, so what if it did?) Rather, the newspapers are owned by Font Publishing, which has no financial relationship with Font PR. Yes, there are some common owners/directors on both organisations, but there are also some who are not. The newspapers are independently edited by a number of highly experienced journalists, and it is an unfortunate slight on the professional journalists we employ to suggest otherwise, with zero evidence. I am personally proud of the fact that Font Publishing is now Tasmania’s largest independent, locally owned media organisation, printing over one million newspapers per year. We provide a much needed diversity of ownership, and a service to local communities which has been largely abrogated by the legacy, non-Tasmanian media organisations. Becher Townshend Dallas Aldridge https://lnkd.in/gSqmxnCx

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Content is king, but consistency is the crown. Consistency in messaging and tone is vital for an impactful Annual Report. Work closely with your agency to ensure the content aligns with your organisation’s voice and resonates with your audience. Tip: Develop a style guide for the report and share it with the agency. This ensures everyone is on the same page regarding tone, language, and style. Consistency builds trust and reinforces your brand identity.

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In my two decades of experience, I’ve worked within organisational structures where, Comms was reporting to Marketing with a dotted line to the CEO, and one where Comms and Marketing both reported directly to the CEO/MD. When Comms reports to Marketing, the focus often shifts towards growth and campaigns, sidelining reputation management. A dotted line to the CEO helps, but it can feel like trying to steer a ship with string. On the other hand, when both report directly to the CEO, decision-making is quicker, strategy is more aligned, and reputation management is a priority. Communications is not just a supporting act anymore; it’s a key driver of trust, credibility, and stakeholder engagement. In today’s world, where reputation is a brand’s greatest asset, Comms reporting directly to the CEO isn’t optional—it’s vital. Comms strategy must always come from business strategy. To make a real impact, Comms must collaborate with HR, internal comms, investor relations, compliance, and legal also. These functions intersect with reputation, and alignment ensures consistent messaging, mitigates risk, and protects the organisation’s image at every level. At the ICC, I saw this first-hand. Managing communications across 108 member boards, including Full and Associate Members, required careful balance to meet their unique needs while ensuring the ICC’s vision was consistently communicated. Similarly, at Star Sports, leading PR for the Pro Kabaddi League, IPL, and ICC World Cups, showed me how communications not only boosts brand awareness but helps grow a sport. We deepened fan engagement, building communities that made Star Sports a key player in Indian sports culture. Now, let’s talk about the real heroes—fans. Fans are the heartbeat of any sport, driving its popularity and financial success. Comms shapes how fans perceive the sport, its athletes, and values. It elevates the sport, builds trust, and inspires new audiences. It’s not just about managing the present; it’s about shaping the future. At the ICC and Star Sports, we crafted campaigns that connected with fans globally, ensuring they felt part of the sport’s journey. The way fans perceive and engage with a sport directly impacts its success and growth. Comms doesn’t just manage the present—it drives the sport forward. If you want to grow a sport, build a fan community, and safeguard your brand’s reputation—make sure Communications has a proper seat at the table. #Communications #ReputationManagement #SportsMarketing #Leadership #FanEngagement #CommsandMarketing

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The only 3 minutes you need to watch to understand why you can't do your own #marketresearch or #brandstrategy. You can't get out of the way of your own biases. https://lnkd.in/ew9WJsFx

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When times are tough, it's easy for CMOs to feel the pressures of your CFO, investors and shareholders and make cuts to your brand-marketing spend. Instead of cutting, begin with 'Re-thinking' 🧠 1. INVEST IN YOUR BRAND 📈 Cutting spend in a downturn causes long-term damage to your brand in many ways. Regaining lost market share requires a future investment of £1.85 for every £1.00 saved from near-term reductions in brand spending. 2. SEE IT AS AN OPPORTUNITY 👀 In a tough patch, 60% of marketers are looking to maintain or increase spend. If you're the other 40%, the cost to your brand's health to get it back to a competitive level will be more than triple the sacrifice of shoring things up in the short term. 3. BE MORE TARGETED 🎯 Figure out which customers you need to maintain to keep your core growth. Keep them sweet, and when things begin to pick up, invest in acquiring new customers. It costs more to gain than to maintain. 4. PLAY THE LONG GAME 🕑 If you don't have a set of long-term KIPs/targets in your strategic plan, you will find it harder to hold your nerve against market forces. The fastest brands to recover in a slump have a things mapped out and more ambitious long-term goals which helps them be more innovative and entrepreneurial with their thinking. 5. BE BRAVER WITH YOUR CREATIVE 💪 You don't have to spend a fortune to get a brilliant idea out there that gets your brand recognised. Customers still need to buy things in a downturn, they're just more hesitant and considered. So give them something to remember, talk about, and share that'll keep your brand front of mind. Braver creative ideas are built on trust with your agency partner, so give them permission to push and it'll pay back. Know a brand that's eccelled in a downturn, pop it in the comments below... 👇 #strategiccreative #businesssense #marketingstrategy

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Exciting Announcement!🌟 I am thrilled to be able share some pretty big news with you all. We Are Collider forms 'We Are Group' and expands its portfolio with Seven-Communications and Arq. 🚀 This venture has been sitting under wraps for quite some time but I am proud to announce the formation of the We Are Group. In response to the increasing demand from our clients for culturally intelligent, behaviour-based communications across IRL and IVL activations, we have strategically invested in two powerhouse companies: Seven Communications and Arq, marking a significant step forward in our mission to redefine brand experiences across the physical, the digital and the virtual realms. 🤝 Meet Our New Partners: Seven-Communications Led by former Freuds Directors Caroline Wray and Serge Vaezi, Seven Communications brings unparalleled expertise in cultural relevance PR and earned media. Arq Marking new territory in the XR and Web3 space, Arq is headed by Metaverse pioneer Charlotte Bunyan, offering innovative solutions in immersive experiences. By merging the specialist capabilities of We Are Collider with the cultural intelligence of Seven Communications and the innovation and immersive expertise of Arq, we're armed to deliver experience campaigns that are more effectively amplified and unified across different realities. Our commitment to pushing the boundaries of brand experiences doesn't stop here. With the support of The We Are Group, Arq is forging ahead with a roadmap designed to unlock the full potential of XR and Web3 in partnership with renowned behavioural scientist Patrick Fagan. With Seven and Arq firmly by our sides, working towards the shared ambition of harnessing behavioural insights and creativity to embed brands into culture and reshape brand stories across realities, I couldn’t be more excited about this next chapter. Read Campaign’s coverage of the launch to find out more: https://lnkd.in/er5py7t9 #WeAreGroup #BrandExperience #Innovation #Collaboration #SevenCommunications #Arq

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Friends of mine will know that I enjoy a nice Gin and Soda. Recently my gin of choice has been Papa Salt. A more sophisticated drinker may tell you it’s because of the balanced botanicals, minerality, spice and subtle hints of things. I am not a sophisticated drinker. I like it because it tastes good and less importantly but still a big factor at least in my initial purchase - the bottle looks nice. A designer could no doubt talk about the minimalism, the clean understated look, the tapered design lending an air of refinement and how the embossed logo symbolizes the brands coastal inspiration. I am not a designer. I just think it looked nice. It’s fortunate that I know what it looks like otherwise I might well have missed it yesterday when I went to pick up bottle. The gin section in the store I shopped has been relayed recently. Good news for Papa Salt. It’s been moved from its lowly bottom shelf position to ideal central location mid fixture at eye level, from the basement to the penthouse! Or perhaps not…... What I found was that to fit in its prime position on a crowded shelf it’s one facing was turned sideways, it now takes up about two inches of space with not a single identifying feature on display. I’m going to guess its sales won’t improve in this store. It’s a reminder that execution is everything in retail. Good ranging, good position, great product and the best of intentions can all be undone if execution isn’t nailed. How is your brand showing up in retail? #retailexecution #DKSHSmollan #Crossmark #Salesteamproviders

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I wanted to unpack in more detail a topic that I am also very passionate about in my everyday work—issues management. Having worked extensively in communications, I’ve seen firsthand how vital it is to identify and manage potential problems before they escalate into full-blown crises. It’s an area I’ve dedicated much of my focus to, helping organisations develop proactive strategies to address emerging issues and protect their reputations. In a recent conversation with Amanda Coleman, we discussed some shared experiences in crisis communication, but this is a topic I’m deeply invested in myself. So in my latest podcast episode, I wanted to share my perspective on why effective issues management is essential for any organisation and what I’ve learned throughout my career. So, let’s dive in! Listen to the full episode here: https://bit.ly/4ehNxBA

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We all know I like a good chat with a #cmo about how they do what they do. This time I talk to 2 earnest, ambitious emerging #marketing leaders during the recent Australian Marketing Institute awards about the skills they're striving to build, #data they're trying to wrap their head around, why they're leaning in to extra tasks & critically, achieving commercial nous - https://lnkd.in/gPVUZy6C #emergingmarketers #marketingleaders

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People, organisations and businesses that don’t understand the reach and value of PR, think they don’t need it 😱 Those that do, don’t let it slide. The irony isn’t lost on me, because it means the better you do it, the better value it is to the business - from HR to community and investor engagement, through to sales, government relations, suppliers and growth, right across socials and in every nook and cranny between. It remains the most cost effective form of marketing and engagement, in my humble (expert) opinion! I have been reviewing our meet the media presentation and it’s only when I map out all of our authentic touch points across an organisation that you truly appreciate the depth and strength of strategic and engrained PR. I’ll be presenting to the Caloundra Chamber of Commerce later next month and I can’t wait to engage, inspire and excite businesses. We are also offering one hour Meet the Media Board presentations, because I know from my board experience, while non-executive /Directors are usually strong on governance, legal and accounting - media, social media and marketing are “gathered” knowledge bases. We have a keen interest in NFP, medical, transport, renewables and property. If you would like us to present to your board, please email me directly [email protected] #board #publicrelations #presentation #media #nonexecutivedirector #chamber #socialmedia Matthew S. Diane Falzon Rebecca Wilke Frances Gillies Brady Sullivan

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As someone who has advised agencies to try and move upstream by offering 'strategy' as a service, these words from Blair Enns stopped me in my tracks: 'If you have to preface your offering with the word “strategic,” if you include “strategy” in your list of services or if you define your firm by a broad discipline rather than a narrow problem statement then you’re almost certainly suffering today because your cost structure doesn’t allow you to compete with offshore and AI-enabled businesses that can do what you do faster, cheaper and often better.' Essential reading. #positioning #servicedesign #agencies https://lnkd.in/e9QE4UPh

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