BWM Dentsu’s Haystac Launches As The Social Relations Agency

BWM Dentsu’s Haystac Launches As The Social Relations Agency

Haystac, part of the BWM Dentsu group, has announced its new positioning as The Social Relations Agency.

The rebrand is underpinned by its proprietary strategic model, which identifies the personal values that motivate consumer behaviour to more effectively influence action and develop consumer-centric communications activity.

Haystac’s new brand logo

The model is informed by academic insights from the Queensland University of Technology and offers clients a values-led approach to connecting brands to consumers through insight-led earned media, social media, influencers, content and events strategies.

Haystac National Managing Director, Simone Pipkorn (pictured), says while the social relations mission has been in place internally for some time, the world events of these past few months have accelerated its need to reach consumers, with clients turning to values-led responses.

“Across our national footprint of offices, we have been offering our strategic approach to social relations for some time, however we’re excited to announce our new brand proposition at a time when brands need to be connecting to consumers the most,” said Pipkorn.

“Consumers, users, followers, shoppers… whatever terminology you want to use, when it comes down to it, we’re all just people. Sometimes we’re rational, sometimes we’re emotional. Most often, we’re a little bit of both.

“But one thing is universally true: every decision we make – from the products we buy to the communities and networks we join – is influenced by our individual value set.

“That’s why we take a sociological, values-led approach to PR and storytelling, combining deep strategic thinking with powerful social insights, uncovered through rigorous research as part of our social relations platform, to connect brands to consumers.

“The power of this combined data, backed by a relentless pursuit of creativity, delivers an unparalleled view of the customer worlds, their social groups and personal values, ensuring a deep connection between brands and their consumer audiences,” added Pipkorn.

Haystac will be celebrating two decades in-market next year, and Pipkorn adds she is excited to see this rebrand rollout across its national network of offices in Sydney, Brisbane and Melbourne.

“Next year we’ll be celebrating 20 years in-market partnering with ambitious brands who are setting the benchmark in their fields and we’re delighted to play our role in helping to power their growth through creative and bold communications,” said Pipkorn.

“With offices located nationally and backed by the power of the global Dentsu Network and BWM Dentsu as our creative agency partner, we can execute at a hyper local or global level as required.

“We are excited about the next chapter of Haystac in Australia and look forward to working with both new and existing client partners to support local and global growth,” concluded Pipkorn.

Haystac recently launched its Haystac Connect model in May, in response to the developing COVID-19 situation.

Haystac’s client roster includes Officeworks, Warner Bros Consumer Products, DoorDash, Nando’s, Sigma Pharmaceuticals (Amcal, Guardian Pharmacies), Sanofi Consumer, Healthcare (Ostelin, Nature’s Own) and OFX Financial Services.

 

 




Please login with linkedin to comment

BWM Dentsu haystac

Latest News

Revium Snags Peter Bauld From Deloitte Digital
  • Advertising

Revium Snags Peter Bauld From Deloitte Digital

Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]