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

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine