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.

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