The One Way Glenn McGrath Can Save His Arse

The One Way Glenn McGrath Can Save His Arse
SHARE
THIS



A leading branding expert believes there’s only one way former Aussie ‘quick’ and part-time big game hunter Glenn McGrath can redeem himself from his current social media maladies and that’s go back to Africa and fly the flag for the anti-poaching movement. That’s the opinion of branding expert Jonathan Pease from Sydney ideas agency Tongue.

McGrath made headlines nationally over the weekend when photos of him surfaced posing alongside dead animals – including a bull elephant – while on an African hunting safari in 2008.

“Sure, he can tell everyone how sorry he is but I think what this needs are actions,” Pease told B&T. “He should now go to Africa and help the anti-poachers over there. He needs to go over, put his celebrity to use and actually do something about it rather than just the empty apology we’ve had so far.”

Pease describes McGrath’s retraction as “something a bad PR would tell him to say and I don’t really believe he means any of it”.

Such has been the fallout from the images, there have been calls on social media to boycott his breast cancer charity – the McGrath Foundation – and products behind the ‘pink label’ campaign. B&T contacted the McGrath Foundation for comment but as yet have not received a reply.

Screen Shot 2015-02-24 at 10.39.45 AM

Social media expert, Ryan Shelley of Pepper IT, said it was traditional media that broke the story but the backlash had been via social media.

Shelley’s advice when Twitter attacks is “don’t ignore it, don’t panic or make excuses”.

“Social Media is a two way conversation, so Glenn needs to very clearly respond in a systematic, professional and timely manner. He needs to acknowledge his mistake and sincerely apologise for it. Next he needs to explain what he will do to right his wrongs and redeem himself. Lastly, he needs to show the proof of his redeeming actions,” he said.

Shelley, however, warned McGrath against a sudden transformation to wildlife campaigner believing it would be seen as “cliché and knee-jerk”.

“Perhaps he needs to be more resourceful and support a men’s depression charity as he was experiencing ‘an extremely difficult time’ at the time of the incident. Or, he may be able to personally support the McGrath Foundation to provide breast cancer support to women in need from Africa,” Shelley said.

But whatever he does it can’t be insincere, added Pease. “What we’ve had so far is an empty apology,” he said. “That just doesn’t carry any weight anymore, people don’t respond to that, it doesn’t change anything. His legacy and his charity are really going to suffer from this in the long term and that’s the crying shame in all this.

“Imagine if he did go to Africa, he started taking action on the issue and doing something, he could turn the whole conversation around and even make it into a positive. Often lots of positives come out of a negative beginning. He’s probably thinking it’ll all blow over but that often doesn’t happen these days,” Pease said.

Latest News

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping
  • Marketing

Done & Dusted! 90% Of Aussies Say They’ve Finished The Christmas Shopping

New research has revealed that nine in 10 Aussies have already done their Christmas shopping, with just 11 per cent leaving their shopping to December and only four per cent leaving it to the week before Christmas. The findings come from a survey of1021 Australians[ commissioned by parcel delivery service CouriersPlease (CP). In the survey, CP […]

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018
  • Marketing
  • Technology

Seven-Year-Old Tops YouTube’s Top 10 Earner List For 2018

The top 10 YouTube earners for 2018 have been revealed with (get ready to feel really depressed) a seven-year-old who reviews toys online coming in at the number one spot. According to the list compiled by Forbes, Ryan, who’s site is called Ryan ToysReview, pulled in a staggering $22 million ($A30.6 million) from reviewing toys […]

by B&T Magazine

B&T Magazine
Report: Aussie Consumers Want Brands To Stand Up For Local Causes
  • Marketing

Report: Aussie Consumers Want Brands To Stand Up For Local Causes

A new study has found that three-quarters of Australians want brands to get more involved with the issues they care about. This is the insight from Purpose in Asia, a new report from Kantar revealing a disconnect between the causes that dominate global media and international brand campaigns, and issues that matter to consumers across the region. […]

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family
  • Media

New Idea Goes Royals Crazy With Mini Mag Devoted To Her Maj & Family

Pacific’s New Idea has launched New Idea Royals, a mini magazine driven by unprecedented interest in all things royal that completes the brand’s multiplatform approach to royal coverage.   Inserted into the weekly edition of New Idea, the mini magazine joins the New Idea Royals podcast, an online dedicated royal vertical and the rapidly-growing Facebook page, […]

How To Present In A World Of Growing Technology & Jargon
  • Opinion
  • Technology

How To Present In A World Of Growing Technology & Jargon

Emma Bannister (pictured below) is the founder and CEO of Presentation Studio, APAC’s largest presentation communication agency, and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest post for B&T, Bannister shares her tips on how to make your next presentation tech savvy without boring […]

Opinion

by B&T Magazine

B&T Magazine
Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine
  • Media

Eliza O’Hare Named Editor Of Bauer’s Inside Out Magazine

Bauer Media has announced the appointment of Eliza O’Hare as editor of Inside Out magazine. O’Hare joins Inside Out from Bauer Media’s Harper’s BAZAAR, where she was associate editor for three years. O’Hare has nearly 30 years’ experience in the media and publishing industry, having started her career as a cadet at ACP magazines before working […]

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)
  • Marketing

Infographic: Where Aussies Plan To Shop This Christmas (And It’s Bad News For David Jones)

A study into the Christmas shopping habits of Aussies has again found that we’re eschewing the big chain retailers and increasingly going online to buy the presents. The research, by Melbourne market research and insights agency Honeycomb, found that 60 per cent of us will do all our shopping digitally this year. When it comes to the […]

by B&T Magazine

B&T Magazine
Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence
  • Advertising
  • Marketing

Aussie Pooch Mobile Embracing Localised Approach To Its Online Presence

Aussie Pooch Mobile recently took out the number one spot in the Marketing category of this year’s Topfranchise Awards organised by 10 Thousand Feet Research and online marketplace SEEK Business. B&T sat down with Aussie Pooch Mobile’s marketing manager, Tracy Sullivan, to chat about the strategy behind their success. Why have you focused on online […]

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move
  • Marketing
  • Media

B&T’s Research Agency Of The Year, Nature, Unveils Sydney Move

Independent research consultancy, Nature, has announced an interstate expansion with the establishment of a Sydney office in the New Year. The announcement comes off the back of the business being recognised as Research Agency of the Year at the B&T Awards in November. According to Nature’s founder and managing director, Chris Crook, the move is a natural […]

by B&T Magazine

B&T Magazine
Paper Moose & Skillsroad Tackle Youth Unemployment
  • Campaigns
  • Technology

Paper Moose & Skillsroad Tackle Youth Unemployment

The NSW Business Chamber’s Skillsroad initiative has teamed up with independent makers agency Paper Moose to create an immersive, multi-touchpoint virtual reality experience. The initiative is an  effort to raise young Australians’ awareness of apprenticeships and traineeships for various careers. The digital experience, funded by the NSW Government Department of Industry, brings viewers into the […]

QMS NZ Finalises MediaWorks Merger
  • Media

QMS NZ Finalises MediaWorks Merger

QMS Media Limited has finalised terms for the merger of its New Zealand out-of-home, digital media and production business (QMS NZ) with MediaWorks, New Zealand’s leading independent radio, TV and digital business. The merger on completion will establish the newly combined QMS and MediaWorks as the largest multi-media advertising group in the country. In late […]