It’s PR Maven And Decadent Brownie Baker Bec Brown!

It’s PR Maven And Decadent Brownie Baker Bec Brown!
SHARE
THIS



Well-known throughout the industry for her indulgent brownies, today’s industry profiles has Bec Brown, founder of PR agency Bec Brown Communications, spilling her guts to B&T.

What’s your proudest career achievement?

Creating Bec Brown Communications (BBC) as the vehicle to do brilliant work alongside both clients and colleagues who are some of the smartest, most talented, creative, kind, and wickedly funny human beings I’ve ever met.

We’ve just relaunched our website and when I looked back at our campaigns and the calibre of our clients over the past three and a half years since our launch, I’ll admit to having a bit of a moment!

And the most cringeworthy?

Gosh, where to even start…

In my very first PR gig straight out of uni, I was given a rather tricky assignment and, rather than ask for help and admit defeat (admittedly from a particularly intimidating boss who seemed to have had that effect on most of his staff), I had a George Costanza Penske file moment for a few days where I was sitting at my desk honestly having no idea what I was doing. Thankfully that passed, as did realising that asking questions is not defeat.

And not cringe worthy but a little known fact: I came from a music background and, only as little as 10 years ago, I was still performing in a kids entertainment group. We were actually quite successful with albums, DVDs and a heavy touring schedule.

The irony that BBC manage all the PR for  the world’s best children’s entertainers, The Wiggles, and all ABC For Kids music releases is never lost on me.

What’s one thing you’d change about the industry if you could?

The business model for traditional PR across publicity via traditional media is a tough one. Not always, but there will sometimes be occasions where the amount of hours spent pitching may not achieve a result that reflects the time spent. This doesn’t happen often, but when it does, it sucks. I’ve then seen agencies spend almost as much time again writing up reports to justify their fees. From a results perspective, it’s all such a waste of time and I don’t want any part of it.

This can be solved by carefully managing client expectations from the start, but I’m grateful that BBC have evolved beyond straight media publicity into social media, corporate communications, crisis management and media training.

It’d also be handy if more people realised that some of the best work we’ve ever done, we can never talk about.

If you weren’t doing this job, what would you be doing?

1. Counter intelligence double agent (only working for the good guys of course)

2. Baking brownies full time, while being some kind of professional athlete on the side (aspirations far outweigh ability for the latter, just to be clear).


What’s your ultimate career goal? 

I’ve learnt that I’m incredibly motivated by accruing experiences, not possessions.

Career-wise, this means:

– working with exceptionally brilliant, motivated, good-hearted people

– on projects I’m completely 100 per cent passionate about

– with a company that’s nimble enough to adapt to our ever-changing industry

– and enough flexibility to work travel on whim.

To be honest, I’m kind of there.

But corporate strategy and messaging is one part of the business I’d like to grow further because a) our team are really good at it and b) we love it.

Interestingly, we’ve never pitched for a client and I’m not convinced we’ll start anytime soon. But for any of the CMOs and CEOs reading this, we’ve the perfect skill base and expertise to get one hell of a result for an airline or another media company…

Favourite campaign of all time?

Favourite campaigns by us, two quite different ones spring to mind:

1. Bec Brown Communications managed all PR and messaging surrounding ARN’s appointment of Kyle & Jackie O and rebrand launch of Sydney’s KIIS 1065 in 2014, worked with the ARN marketing team and Melbourne PR consultant on the launch of Melbourne’s KIIS 101.1 in 2015, and with Adelaide’s MIX 102.3 and Brisbane’s 97.3FM as the stations joined the national KIIS FM network.

All rebrands were a huge success, with Sydney the highlight. Due to the rebrand, KIIS 1065 (formerly MIX 106.5) rocketed from the seventh FM rating position to number one, all in one short survey period.

2. And a tasty campaign: Willie’s Cacao, created by artisan chocolatier Willie Harcourt-Cooze, is the UK’s only ‘bean to bar’ maker of premium chocolate.

In 2014, Willie’s Cacao was launched into Coles Supermarkets sitting alongside luxury contemporaries such as Lindt and Green & Blacks. Bec Brown Communications managed all Australian launch PR with a campaign that included a media and blogger gifting and social media activation, an exclusive media and blogger cocktail event with specially created Willie’s Cacao menu, a Coles staff tasting and meet & greet at Coles HQ in Melbourne, multiple Coles in-store tasting appearances for consumers across Sydney and Melbourne, and a national media interview tour with Willie Harcourt-Cooze.

After the successful launch, Willie’s Cacao’s chocolate range has been doubled in Coles, with 12 different delicious products now stocked in Coles supermarkets around the country.

And not done by us, but Hotel Tonight do some brilliant work with their PR partners.

Along with various other activations that engaged their P1s, and having a signature cocktail created via a competition of the best bar-people in the world, they created a mobile lux ‘spontaneity suite’ that popped up in beautiful parts of Australia that you could bid to stay in, promoted by celebs, all while showing consumers how to use their app.

Everything Hotel Tonight do is always on brand and engage both their consumers and business partners. Hats off to them.

Favourite character in Mad Men?

Don Draper’s absolutely perfect, flawed imperfection.

Joan Holloway for rising above the crap, demanding to be treated as an equal and (let’s face it), her fashion sense.

Pete Campbell for his transformation from petulant child to smart operator.

Ken Cosgrove for not getting dragged down in the crazy detail and maintaining some kind of work life balance.

Roger Sterling for being so blindingly charming and occasionally strategic, but not actually doing any work (I can’t stand these people in real life. I will never work with them, yet I appreciate them all the same, you can’t help it… at surface level, many are just too damn likable!)

Reality TV – yay or nay?

As much as my fabulous FTA (free-to-air) friends won’t love this, I rarely watch reality TV. But I listen to all the radio interviews that each of the “characters” do almost every morning across our client ARN’s networks, plus keep abreast of what Nova and SCA are doing on-air and online with them all too, so end up knowing exactly what’s happened on the show without having to actually watch the shows. It’s a genius time-saver.

That said, there’s something about Real Housewives of Beverley Hills and/or Vancouver that I can’t go past when I really need to unwind. Plus they have excellent recommendations for restaurants and bars when you’re in those cities.

Tea or coffee?

Double-shot flat white for the 5am kick, then countless earl greys.

What’s your quirkiest attribute?

I feel that everything that was once considered quirky has now become the norm. Either that or I’ve begun to  surround myself with like-minded people.

1. I get up ridiculously early every morning (helpful when you have so many Breakfast radio clients).

2. I only ever work at a standing desk. It does wonders for your body, although sometimes I feel like a DJ.

3. I have an incredibly hyper sense of smell. I’m talking beagle-like. It’s both a blessing and a curse. We should probably have a fragrance client.

Latest News

M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

M&C Saatchi Group has partnered with documentary makers, writers, producers and digital content pioneers Michael Lawrence (left in photo) and Nicholas Cook (right in photo) to launch film and television production studio THIS. Lawrence and Cook have established an enviable track record creating story-driven content and feature documentaries based on The Human Indomitable Spirit (THIS) […]

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future
  • Opinion

The ‘Business Of Busyness’: How Productivity Keeps Us From Preparing For The Future

Jeff Schwisow is a Melbourne-based strategy specialist, speaker and the author of Projectify – How to use projects to engage your people in strategy that evolves your business. In this guest post, he argues that our obsession with being busy right now is what’s holding us back from planning our futures tomorrow… To survive in today’s […]

Opinion

by B&T Magazine

B&T Magazine
Host/Havas Creative Chief Darren Spiller To Depart
  • Advertising

Host/Havas Creative Chief Darren Spiller To Depart

Creative agency Host/Havas has announced that its chief creative officer, Darren Spiller, will be leaving the agency. Spiller joined Host as its chief creative officer in January last year and then assumed the same role when the agency merged with Havas in October 2017. Host/Havas has received of a long list of creative accolades this […]

by B&T Magazine

B&T Magazine
Creative Agency Launch Project Management Tool Hassl
  • Media
  • Technology

Creative Agency Launch Project Management Tool Hassl

Yesterday at TedX Melbourne the team behind award-winning Melbourne based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.

businessman using tablet PC and information communication technology concept. IoT(Internet of Things). GUI(graphical user interface). paperless office.
  • Marketing
  • Technology

Smartly: The Future Of Martech Is Automated

Automated ad buying platform, Smartly was at the centre of the tech innovation stage at the Online Retailer conference 2018. Smartly head of ANZ Marta Bonzanini (pictured below) discussed the integral role automation plays in the future of marketers and creatives. “If an ad is not performing as well as planned, you probably have some […]

Messenger Launches Video Chat AR Games
  • Technology

Messenger Launches Video Chat AR Games

For the moments when we can’t be together IRL, Messenger video chat helps you connect in real-time with the people you care about most. Chatting face-to-face live makes all the difference when you have exciting news to share, you need a study buddy for a big test, or you simply want to pass the time […]

Sphere Wins Stockdale And Leggo
  • Media

Sphere Wins Stockdale And Leggo

Sphere snares Stockdale & Leggo business, which is a real estate group & not a simmer sauce as first reported on B&T.

Aussie AgTech Start-Up Leads Global Farming Innovation
  • Technology

Aussie AgTech Start-Up Leads Global Farming Innovation

With Aussie farmers facing so many challenges, could the answer be Blockchain technology? Ranking top 10 at this year’s Overseas Talent Entrepreneurial Conference (OTEC), pitching against 32 other start-ups from around the world, Aussie start-up Agunity are leading AgTech innovation. Having won the right to represent Australia during Investible’s nation-wide pitch competition, AgUnity took to […]

Women In Media Profile: Carolyn Bollaci
  • Media

Women In Media Profile: Carolyn Bollaci

Facebook's Carolyn Bollaci is the latest to sup at B&T's truth serum we prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency
  • Advertising
  • Campaigns

Vic Govt Unveils ‘Tafe + Jobs’ Via Fuel Agency

The Fuel Agency has launched the new ‘TAFE + Jobs’ campaign, aimed to promote and drive applications and enrolments for courses starting in 2019 There’s a lot happening in Victoria, with record investment in road and rail projects, and in the health, community and disability sectors. As a result, there’s greater demand for skilled workers. […]

Rakuten Marketing Appoints New CEO
  • Marketing
  • Technology

Rakuten Marketing Appoints New CEO

Rakuten has a new CEO. However, judging by the tired handshake photo, B&T doesn't have any new ways of illustrating it.

Why Consumers Block Your Advertising
  • Advertising
  • Opinion

Why Consumers Block Your Advertising

Who better to explain why your ads are getting blocked than a real ad blocking expert. As B&T has done right here.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Jackie Crossman
  • Media

Women In Media Profile: Jackie Crossman

B&T has spared no expense with today's top Women in Media profile, save for suit hire, corsage and dry-cleaning.

by B&T Magazine

B&T Magazine
Kantar certified by Google as a verified Measurement Partner
  • Technology

Kantar certified by Google as a verified Measurement Partner

The announcement designates Kantar as an approved third-party measurement provider for brands looking to verify their media spend performance on Google owned platforms. Kantar is approved globally to provide both Brand Lift Insights for evaluation of brand impact from campaigns and for independent measurement of audience reach from campaigns on Google properties. Kantar CEO Eric […]

THIS
  • Advertising
  • Marketing
  • Media

Final Call! B&T Late Entries Close Today!

B&T Award entries officially close at 5pm today! Good news if you've almost finished, bad news if you haven't started.

by B&T Magazine

B&T Magazine
Australian Women’s 15s World Cup Bid Kicks Off
  • Campaigns

Australian Women’s 15s World Cup Bid Kicks Off

“It’s 2018”, is something you hear a lot when you talk to the players, coaching staff and fans involved in Rugby AU’s bid for the ‘Rugby World Cup Women’s 2021’ tournament. There is this sense that they are not only ready for a greater stage, but raring to go. As one player said “Ready?! We’re […]

Aussie Silk Brand Harnesses Kardashian Marketing Power
  • Marketing

Aussie Silk Brand Harnesses Kardashian Marketing Power

Shhh Silk is an Australian brand that quickly grew in popularity among celebrities like Gisele Bündchen and Kim Kardashian West. Shhh Silk has just received a $1.8 million order from a very large brand in the US, and CEO Olivia Carr’s projections is for this to be a $50 million business in five years’ time. […]

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board
  • Media
  • Technology

SaaS Player Taps oOh!media Chairman Tony Faure To Lead Its Board

Software-as-a-service (SaaS) company ReadyTech has announced the appointment of Tony Faure as its new chairman. Faure is the chairman of outdoor giant oOh!media and data intelligence platform PredictHQ. He is also a non-executive director of digital mortgage company Uno Homeloans, content platform Stackla and specialised media company Medical Media. Faure is regarded as being one […]