Ashley Madison Hack Probably Spells The End For The Brand: PR Weighs In On Hacking Scandal
When big things happen in the media world, B&T turns to the professionals to try decipher what is going on and what happens next, this week’s controversy: the hacking of Ashley Madison.
If you’ve been living under a rock the past month; hackers, calling themselves The Impact Team, stole details from over 37 million users of the Ashley Madison website. The hackers have made the personal information-including names, addresses and numbers- available in a data dump of an estimated 9.7 gigabytes in size.
Ashley Madison released a statement today saying the company is offering a $500,000 reward for any identifying information about the hackers.
But what do the big wigs of adland say about the hack?
Dr Tony Jaques- managing director of Issues Outcomes P/L:
There has to be a real question about whether the Ashley Madison brand can survive. The hack itself was serious enough, but the company’s continued evasions, lack of communication and seeming lack of any remedial action have probably spelled the end.
But it doesn’t have to be like that. Earlier this year hackers attacked Anthem Blue Cross, America’s second largest health insurer, potentially exposing personal details of up to 80 million customers
The response by the President and CEO, Joseph Swedish, was a benchmark example of what to do and what to say in the face of such a breach. He announced that there was no evidence credit card or medical details had been accessed, he said a global cybersecurity firm had been hired to check systems, and he said that the company was providing a dedicated website with information and FAQs, a new toll-free number to answer questions, and up to two years free credit monitoring .
But in addition to these concrete actions, the personal statements by the CEO showed genuine regret, remorse and common understanding. Among other things he said; “Anthems own associates’ personal information – including my own – was accessed during this security breach. We join you in your concern and frustration and I assure you we are working around the clock to do everything we can to further secure your data.”
Compare that to the excuses and equivocation offered by Ashley Madison. There is no reason that a massive security breach has to be fatal, but Ashley Madison have failed manage this crisis in any meaningful way. It is hard to see that any future clients would be willing to commit their personal data to the site. However we can be pretty certain that others will step up to fill this apparent demand.
Jackie Crossman-CEO of Crossman Communications
Crossman won the public relations category in this year’s Women In Media.
I have a problem with this one because of what Ashley Madison is all about. I don’t support the site and its users in any way, although I recognise they have a right to exist.
Some quick rules of thumb when handling a crisis are:
- Address the issue and show genuine concern
- State what happened and how
- State what you’re doing to rectify the situation and ensure it never happens again
In the case of Ashley Madison, it is near on impossible to say the user data they hold is 100 per cent safe given a group of moral activists have a vendetta against them and won’t stop until the site is taken down.
On top of this the company is likely to get its pants sued off by users who end up in the divorce court as a result of the public sharing of their information. Maybe nothing can save them.
James Wright, managing director of Red Agency
If we are looking at how the brand might battle through this seriously damaging period then they need to get much more proactive if they want to survive. Let’s start with the fact that the brand is a victim here too. It was an illegal data hack and that is why under these circumstances I would be focusing on two things: 1. Why AM was hacked; and, 2. What they are doing about to rebuild trust.
Firstly focusing on the ‘why’ allows them to get positive messages out there. They are the industry leader, so talk about the size and growth of the brand, why people come to the site and its success. Point to why the site was the target as opposed to other smaller brands – “hackers wanted to attack us because we are the biggest brand in the market”.
Secondly, and most importantly, they need to talk about what they are doing about it. How you deal with a crisis is far more important than why it happened when you are in the thick of it. I would be having their cyber-security experts – and indeed third party experts – talking about the steps that are being taken to prevent this from happening again and upping the message that because this has happened it is investing in the very best security to ensure it doesn’t happen again. They need to at least attempt to rebuild trust.
The conversation and debate is happening and they need to start managing and being part of it rather than rolling behind it. What they do in the next weeks is going to define whether the brand has a future, so my advice is grasp the nettle and get on the offensive with their messaging.
The hack continues, with suicides reportedly linked to the release of Ashley Madison’s data and Avid Life Media offering a $500k reward for anyone with info on the hackers.
Latest News
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.