Power Women: Kieran Moore

Power Women: Kieran Moore
SHARE
THIS



Kieran Moore, CEO of Ogilvy PR is the fifth in our Power Women series. The public relations veteran shares her story here.

PR is one of the few sectors of business dominated by women, and Kieran Moore, as CEO of the biggest PR machine in the country, is arguably its matriarch. Raised by nuns in a strict Catholic girls’ school, her youth was forged in a culture of female empowerment and academic excellence. “They were brilliant educators and staunch advocates for women,” she says of her habit-clad tutors.

While PR might be run by women, she recognises her industry is an anomaly in this respect. “Just about the entire business community in Australia is dominated by men. It’s an extraordinarily sad and sorry state.” So what is the crux of this gender imbalance? According to Moore, the absence of women from senior positions in business comes down to archaic and detrimental societal attitudes to powerful females.

“A number of studies have shown that women who promote their own interests are seen as aggressive, selfish, uncooperative ball breakers. An equal number of studies show that the failure of women to promote their own interests results in a lack of female leaders. Until one of these conditions changes, we need great sponsors and mentors who are available and visible so that we can help women gain access to the opportunities they deserve,” she insists.

Moore began her career working for a national charity which supported young people with physical disabilities, and was quickly promoted from an entry level position to the role of PR officer which saw her responsible for all speech writing and publicity.

Surrounded by a “formidable” team of women who cared passionately about their work, she learnt mountains about brilliant marketing, stakeholder enegament and PR. She left because of the emotional toll. “A lot of the wonderful people I had profiled in the media were dying due to degenerative diseases,” she remembers. “You got to know people then they weren’t there anymore.”

A few years later she found herself working in London for Firefly consultancy, a role she held for an epic 12 years, during which time it grew from 12 people to 140 and became the 2nd largest independent PR firm in Europe. She joined the Board and became a shareholder. But in 2003 she was Sydney-bound and came home to a job at technology agency Howarth – part of Ogilvy PR. In 2011 she took over as CEO of Ogilvy PR.

Working in the dynamic world of new media Moore says the biggest challenge for the PR sector is to develop content that both informs and entertains. “Social media has changed the dynamic. Brands can’t talk at consumers they must talk with them.

“Social media demands authenticity and we believe the age of spin, after being on life support for several years, is now dead… Our role will increasingly be about helping socialise organisations as the ability to make friends with target audiences will make or break the brands of the future.”

As for the issue of PR increasingly usurping the duties of creative and digital agencies, Moore believes the PR industry will continue to broaden its approach to solving brands’ problems. She says the quest to create entertaining and informative content will “drive  even closer synergies between public relations, advertising and marketing, with a concentration on ideas-based thinking rather than the more siloed areas that the professions currently inhabit.”

For Moore, who is married with a six year old daughter, the notion of work life balance is a myth. “The only hope women have is to balance their energy flows. This means basing my priorities and commitments on those activities that excite and energise me, both at work and at home.” Being perennially run off one’s feet, she insists, should never be treated as a hallmark of talent or virtue. “I learnt a long time ago to let go of exhaustion as a status symbol,” she notes.

In essence it’s been her attitude which has elevated her to the top of her field. “I constantly challenge myself to cultivate and celebrate my authenticity and not try and be someone who people expect me to be. That means letting go of comparison and only measuring yourself against your own set of standards. I constantly work on being resilient, not emotional and to trust my instincts.”

Please login with linkedin to comment

Latest News

THIS
  • Advertising
  • Marketing
  • Media

Meet Your Judges For The 2018 B&T Awards!

B&T is calling this year's awards judges probably the finest ever assembled. As a chamber choir, arguably less so.

by B&T Magazine

B&T Magazine
CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’
  • Media

CBS Snares Format Rights For Quiz Show ‘Have You Been Paying Attention?’

CBS Studios International has announced an agreement with Working Dog Productions for the exclusive, worldwide format rights to comedy quiz show Have You Been Paying Attention? Now in its sixth season, HYBPA? is broadcast on the CBS-owned Network Ten in Australia, and is the number one quiz show and the third-highest-rated overall show on the […]

Delacon Appoints Kenshoo Sales Chief As Director Of Operations
  • Marketing
  • Technology

Delacon Appoints Kenshoo Sales Chief As Director Of Operations

Call analytics provider Delacon has appointed Ezri Lerba to the newly created position of director of operations to manage partnerships and business development. Lerba joins Delacon after more than eight years with marketing technology company Kenshoo where he most recently held the role of director of sales across Australia and New Zealand. As first boots […]

Abstract spherical technology network background.
  • Advertising
  • Marketing
  • Media
  • Opinion
  • Technology

Why Tech Is The Best Thing That Happened To Agencies

In this opinion piece, Schedugram CEO Hugh Stephens (pictured) tackles the complexity of agency business models. Agency models are high touch, human resource heavy and require the constant balancing and correcting of clients to account managers. With too many clients, staff will struggle under the workload (a big part of high agency attrition rates) or […]

Opinion

by B&T Magazine

B&T Magazine
Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids
  • Advertising
  • Campaigns
  • Media

Weet-Bix Celebrates 90 Years Of Aussie Kids Being Weet-Bix Kids

This year Sanitarium Weet-Bix via The Mix Agency, Shopitize and The Kanga Group, is celebrating 90 years of Australian breakfasts. Sanitarium is celebrating by inviting Aussie kids (young and young-at-heart) to help them celebrate with the release of limited edition birthday packs and personalised Weet-Bix bowls. From Kalgoorlie to Kiama, Bowen to Broome and Darwin […]

Admation Agency Management Software Integrates With Mediaocean Finance Software
  • Media
  • Technology

Admation Agency Management Software Integrates With Mediaocean Finance Software

Automaton integrates finance software with admation – its agency management and workflow solution to enhance productivity for ad agencies. Automaton is always evolving admation, its agency project management and approval workflow software, to enable ad agencies to better manage their creative projects and resources. The business recently completed phase one of its integration with Mediaocean’s […]

Indie Agency KWP! Snares Tourism NT’s Creative Account
  • Advertising

Indie Agency KWP! Snares Tourism NT’s Creative Account

Tourism NT has appointed KWP! as its lead strategic and creative agency. The independent agency, with offices in Darwin and Adelaide, has won the two-year contract following a competitive pitch in September this year. As the lead agency, KWP! is required to formulate sound strategic insights based on ongoing analysis of market research, consumer insights and […]

by B&T Magazine

B&T Magazine
McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game
  • Campaigns

McCann’s Action-Packed Army Ad Plays Out Like A War Flick Or Video Game

Most army recruitment ads tend to steer clear of the blindingly obvious of military life – you get a gun to shoot the enemy or you get shot yourself. More so, agencies aren’t overly keen on promoting recruitment ads that are heavy on the guns or violence, preferring lifestyle or technical aspects of military life. Not so McCann’s new action-packed spot for the US […]

by B&T Magazine

B&T Magazine
Are You Dragging The Wrong People Into Pointless Meetings?
  • Opinion

Are You Dragging The Wrong People Into Pointless Meetings?

Donna McGeorge (pictured below) is a speaker and  mentor who helps people make their work work. McGeorge is also author of The 25-Minute Meeting: Half the Time, Double the Impact. In her latest guest post for B&T, McGeorge offers her tips on avoiding every workers’ hell- the pointless meeting… We all complain about having to attend too […]

Opinion

by B&T Magazine

B&T Magazine
Francis Leach Joins The New Daily As Sports Editor
  • Media

Francis Leach Joins The New Daily As Sports Editor

Famed sports reporter Francis Leach has joined online publisher The New Daily as sports editor. A prolific broadcaster, journalist and program host, Leach brings his encyclopedic knowledge of sport and no-holds-barred critical analysis to the role. “Let’s face it, sport these days is big business. I’m interested in connecting and contextualising sport with the big […]

AIME Appoints Eleven To Champion 2019 Vision
  • Advertising
  • Media

AIME Appoints Eleven To Champion 2019 Vision

Eleven has been appointed to manage all PR for the Asia Pacific Incentives Meetings & Event (AIME) 2019, the leading show for the business events industry. Selected by Talk2 Media & Events, Eleven will drive a global PR campaign, working with sister agency FleishmanHillard, to leverage international media networks across Asia Pacific, Europe, Middle East […]