CHE Proximity has announced the launch of its new PR/content agency Attention+Influence, combining the traditional skills of media, communications and influencer management with branded storytelling, cultural analysis, technology and data.
The 31-person team – bringing together PR agency, PR Edge, and CHE Proximity’s editorial function, Newsroom – was established in June this year and is made up of PR professionals, journalists, writers and social media specialists, to meet changing client requirements.
“The Attention+Influence model is equipped to deal with the challenges modern brands face. Customers don’t care whether they see our clients on owned, earned or bought channels – all that matters is the experience,” says CEO Chris Howatson.
“To deliver that seamless experience, brands need to go beyond influencing customers and start making meaningful contributions to culture. That starts with a way of thinking this team has an unparalleled ability to offer. Attention+Influence is our solution to modern PR,” he said.
Mike Doman (ex-head of newsroom) and Simone Pipkorn (formerly general manager of PR Edge) run the Attention+Influence team.
Added Mike Doman (ex-head of newsroom): “Look at any brand that’s making a significant impact today and it’s evident that a point of view is as important as a proof point. That’s what we’re able to deliver across the entire customer journey.
“We have some of the brightest minds in Australia when it comes to motivating behavioural change across owned and earned channels,” he said.
While Simone Pipkorn (formerly general manager of PR Edge) added: “Combining the two disciplines makes sense – commercially and in terms of an offering that will deliver better results for our clients.
“Public relations has always been about great storytelling. Turning brand values into believable truths. Steering big ideas into niche markets. Today, PR is further nuanced. It’s about shareable and sustained engagement with the right people, not everyone.
“Our new agency model allows us to seamlessly integrate earned, owned and paid channels. We’ll be pushing our owned publications harder, approaching earned opportunities in smarter ways, leveraging the strength of our global relationships and bringing in more talent to make it happen.”
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]