Does Kevin '13 have a hope against Abbott?

Does Kevin '13 have a hope against Abbott?
SHARE
THIS


What best describes you?

Brand Labor has “taken a trashing” but the public relations industry is confident the party can make a comeback in the polls with Kevin Rudd as Prime Minister.

Spin doctors predict the party will move quickly to change their narrative, but with today the final sitting day of the parliament any changes will be symbolic.

“Rudd will need to create a clear and early distinction between the Gillard Government and the Rudd Government,” Tim McPhail, director of Hill+Knowlton Strategies, told B&T.

Rudd took the first step last night in his speech by promising a better relationship with the business community and appealing younger voters, according to McPhail.

“We can expect potential changes to key policies such as the mining tax and he has already shelved changes to the 457 visa rules.”

The asylum seeker issue is another point where Rudd can stand apart from Gillard, according to Mathew Jones, managing director of Ogilvy Public Relation’s agency Parker & Partners.

“The period of time between now and the election is quite short so his ability to make big far reaching changes is limited but he will make some symbolic changes,” Jones said.

Jones believes many Australian’s will welcome the change and expects the polls to show a lift in Labor’s fortunes.

“For whatever reason Julia Gillard didn’t seem to connect with the electorate in her time as Prime Minister despite her obvious attributes – her intelligence, her humour, her drive, her strength.”

In comparison, Rudd’s frequent television appearances from before he was opposition leader have made Australians feel like they know him.

“They still feel like they know him and they feel like he has returned to the job that the voted him into.”

In McPhail’s mind “there is no doubt Labor’s brand has taken a trashing in recent times”.

“Rudd’s resurrection won’t fix this in itself and we can expect that the focus in the campaign will be on brand ‘Rudd’ given its brand equity,” he adds.

However, the Liberal Party has already launched a campaign directly attacking ‘brand Rudd’.

The below video is reported to be the first of many and features a series of Rudd’s Labor colleagues criticising their new PM.

http://www.youtube.com/watch?v=NQ4oUYW2xZo

Asked if Labor has a hope, McPhail said: “Yes, Abbott is still favourite, but strap yourselves in for an interesting election ride.”

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]