Is ‘Brand’ Abbott Doomed? Not So, It Would Appear
The vultures are circling. After a string of gaffes, unpopular policies and dire polls, things look grim for Prime Minister, Tony Abbott. Is it time to go or can some precise PR, branding and marketing save the PM from the electoral gallows? B&T asked some industry luminaries if ‘brand’ Abbott could be saved and, surprisingly, the answer appears a resounding ‘yes’.
“I certainly don’t think you can use humour to change ‘brand’ Abbott,” said Jonathon Pease, managing partner at ideas agency Tongue.
Pease believes Abbott’s problem is he’s not controlling the message – the media is. “He needs to take back the message, he needs to call a spill (for the leadership) and see how it plays out; it’s inevitable anyway. By doing that he controls the conversation, he becomes transparent, he’s the one controlling the agenda, the conversation.
“As a brand, I think he can be saved; but if he does nothing things will only get worse. He needs to get on the front foot, do it for the Party, not the media,” Pease says.
Is Abbott’s real problem that he’s never been liked by the electorate? How do you even begin to change that?
“Woah, that would be a massive undertaking,” Pease said. “If he could be more inclusive, more transparent; all the reports are he can’t be relied on, he doesn’t listen.
“He’s not dissimilar to brands we see all the time. It’s not about going out and yelling about your products and services from the rooftop, it’s about fixing things on the inside of your business. It’s internal comms work, internal engagement, that sort of stuff. That’s the overhaul the Abbott brand needs. It’s actually not a voter facing job.”
Grant Titmus, principal at PR firm Red Agency, believes if Abbott can survive the coming months he’ll lead the Coalition to the next election.
“My counsel in the early days regarding Prince Phillip’s knighthood would have been to say he had made a mistake and most people would have probably moved on,” Titmus said. “What will help the Prime Minister in the short term is for the media to be distracted by something else – and that is more than Peter Greste being freed.”
Titmus argues that the Rudd/Gillard fiasco proved that a change of leader is no guarantee of success.
“My advice would be to ride it out and work on building his credibility back with his party. We must remember popularity is something that comes and goes. Ultimately government is about leadership and effectiveness – and that is what history judges you on,” he said.
Leilani Abels, managing director of Thrive PR, said Abbott is safe until someone challenges, but adds “a lot can change in 24, make that 12 hours”.
Abels agreed Abbott’s a victim of a “media witch hunt”, pesky journalists quick to stick a microphone under any disillusioned Party member they can find. “The discontent of a handful will dominate the headlines over the majority,” she said.
To re-brand, Abels said the PM’s plan needs to be two-fold. Firstly, he needs to assure the electorate that he’s ‘Mr Dependability’. Secondly, that “delivers a message to Coalition members that they should not replicate the in-house conflict seen with the previous government”.
Abels added that the great PR story out of this won’t be what Abbott does, rather it will be how any potential rival – Turnbull and Bishop – might behave.
Adam Ferrier – consumer psychologist, chief strategy officer at Cummins & Partners and Gruen Transfer regular – agreed that “one hundred per cent he (Abbott) can be saved”.
Ferrier – who, arguably, is no fan of the sitting Prime Minister – said the problem for Abbott is he has such deeply held beliefs that he always acts in accordance with those beliefs.
“Whenever he gets to freeform or think for himself it just shows how deluded and out of touch he is when compared to progressive 2015 Australia. He became Prime Minister not by espousing his own views, he got there by belittling other people’s views. When you’re the ‘attack dog’ you can attack, and he’s been very good at that. Now he’s the ‘main man’ he’s been found out with the way he thinks and feels.”
And Ferrier’s advice to the PM? “Yes, he can be saved but to do that he is never to speak from the heart; he should never let Australia know what he really feels and thinks about an issue and make sure he gets media guidance on anything he says say. I think when he reveals himself he shows himself not to be particularly relevant to Australia today.”
Ferrier also sees merit in the Party replacing him altogether. “The Liberal Party likes to say it’s a broad church, which means now’s the perfect time for Party members to show they don’t all see the world like the prime minister. If the feedback from the electorate is they don’t agree with Abbott either then it’s a perfect time to show that they’re capable of change, that there is some independent thinking going on there and put a more progressive foot forward.”
Please login with linkedin to comment
Advertising Standards Bureau Baz Luhrmann breaking bad General ManagerLatest News
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.
Bumble Reveals New Brand Identity To Usher In New Era Of Dating
It's ironic that all the dating apps market themselves as having no weirdos, freaks or mummy's boys like their rivals.