Specsavers has appointed Ogilvy PR to handle its earned communications activity across Australia and New Zealand, following a competitive pitch process. The account was previously managed by agencies including Mango NZ, AMPR, and Health Haus.Ogilvy PR, together with New Zealand agency One Plus One, will manage Specsavers’ strategic national consumer public relations plan. The remit includes strengthening the brand’s presence and consumer connection across both markets, working in collaboration with existing partners EssenceMediacom and TBWA.The appointment marks a consolidation of Specsavers’ PR efforts in the region and signals a renewed focus on integrated earned-first communications. Ogilvy PR will be responsible for developing and executing campaigns that reinforce Specsavers’ positioning in optical and audiology services, with the first work expected to roll out by the end of the year.As part of the global Ogilvy network, Ogilvy PR brings experience in delivering large-scale, insight-driven campaigns for international brands.

Ogilvy PR Asia Pacific is set to undergo a significant leadership change as Emily Poon steps down from her role as President after a distinguished 17-year career with the firm, including five years at the helm of the regional PR division. Her successor will be Richard Brett, who will expand his current responsibilities to include President of Ogilvy PR Asia Pacific, effective August 1st.Chris Reitermann, CEO of Ogilvy APAC, expressed gratitude for Poon's contributions. "Emily came to us in the beginning of the year with her desire to take a break and plan for the next chapter of her career," Reitermann stated. "During her tenure, Emily has been a driving force behind Ogilvy PR?ÇÖs strength and evolution in the region. Her leadership and dedication have shaped not only our agency?ÇÖs success and culture but also the careers of many who worked with her. We wish her all the best in her next adventures."Richard Brett Takes the HelmRichard Brett, currently CEO of Ogilvy PR ANZ and Ogilvy Health Australia, will assume his new regional role while continuing to be based in Sydney. Brett first joined Ogilvy PR ANZ in 2013 and was appointed CEO in 2018, later taking on leadership of Ogilvy Health Australia in 2021. He brings over 25 years of experience in communications consultancy and in-house leadership to his new position."I?ÇÖm honoured to step into this role and build upon the momentum Emily and our Asia and Australia teams have established,?Ç¥ said Brett. ?Ç£Ogilvy PR?ÇÖs legacy is built on a people-first culture, bold creativity and cutting-edge innovations, and I?ÇÖm excited to lead our talented teams into the future ?Çô both within Australia and New Zealand, and now the broader region."Brett also highlighted the collaborative opportunities his expanded role will present. "Continuing my leadership positions as CEO of Ogilvy PR ANZ and Ogilvy Health Australia in addition to my new role as President of Ogilvy PR Asia Pacific will also allow me to spend more time with all the talented teams across the business, providing an opportunity to foster even greater collaboration throughout the region,?Ç¥ he added.Reitermann underscored the significance of Brett's internal promotion. "As a planned succession, we are excited to have Richard, who has been leading a world-class PR operation in Australia and New Zealand, to lead Ogilvy PR Asia Pacific into our next phase of growth," he said. "We are always delighted when our capable internal talent can step up into larger leadership roles."Poon expressed full confidence in her successor, stating, "Richard is an extremely talented and values-driven leader, I couldn?ÇÖt be happier with him taking on the role. I will be cheering him and our exceptional team on as they soar to even greater heights."

Ogilvy PR has introduced a new reputation protection service called Influence Shield to safeguard brands in the Asia Pacific region from the potential risks associated with influencer marketing. This comprehensive solution combines social media expertise, crisis management knowledge, and advanced technology to mitigate reputational threats in today's dynamic social landscape.Leading the initiative is Simon Webb, a seasoned Ogilvy PR veteran with over two decades of experience in crisis counsel. Appointed as Regional Head of Risk Management in APAC, Webb will leverage his expertise to guide brands on how to minimize risks and navigate the complexities of influencer marketing in the region's thriving creator economy.Webb, the architect behind Ogilvy's Brandshield offering, has developed a four-pronged approach to protecting brand reputations: Risk-Mapping, Readiness, Response, and Recovery. This framework will be instrumental in helping brands assess and address potential risks associated with influencer collaborations.?Ç£In the current social media environment, the reputational and commercial risk of a campaign poorly-executed can easily outweigh the opportunities. Influencer Shield shifts the calculus back in the favor of brands, helping them engage in social with confidence once again," said Webb.James Baldwin, Head of Influence for Ogilvy PR in APAC, echoed Webb's sentiments: ?Ç£Influence is no longer a luxury; it?ÇÖs a necessity to ensure we move at the speed to culture, however its essential to remember we are operating in a live environment with infinite personalities and possibilities. Influence Shield helps brands navigate the complex landscape of influencer marketing with confidence, turning potential challenges into competitive advantages."Led by experts in brand reputation and risk mitigation, Influence Shield is underpinned by behavioral science principles and powered by Ogilvy's proprietary technology stack. The service offers a comprehensive suite of solutions, including campaign risk assessment, influencer vetting, content compliance, influencer onboarding, issues mitigation, and PR planning.Influence Shield is part of Ogilvy's broader suite of influencer expertise across Asia Pacific, encompassing crisis and issues management, influencer strategy, creative ideation, influencer selection, and campaign execution. With a focus on Consumer Influence, B2B Influence, Influencer Commerce, and Creator Studio, Ogilvy's award-winning Public Relations business provides end-to-end influencer solutions to help brands thrive in the region.

Ogilvy PR has bolstered its consumer PR and influence practice with the appointment of Sophie Paterson as the newly created Head of Gaming and Entertainment. Paterson boasts an impressive 15-year track record working with leading entertainment brands like Sony Music and Spotify.Leveraging her expertise in communications, digital strategy, and brand development, Paterson will spearhead Ogilvy PR's efforts in the burgeoning gaming and entertainment sector. Her focus will encompass streaming services, music, film and television, publishing, arts, events, and festivals, aligning with the agency's strategy to capitalize on this high-growth market and the increasing demand for innovative fan engagement tactics.Dan Young, Ogilvy PR's Managing Director for Consumer PR and Influence, said: Given the increasing fragmentation of the entertainment industry, it has never been more important for brands to execute effective earned first strategies that connect publicity, social, influence and experiential to drive awareness and engagement. There?ÇÖs a need for content platforms to drive local cultural salience and engage with the creative community and policy makers alike. Sophie?ÇÖs proven experience in audience development will enable us to grow our client base in a sector where we already have a strong track record of success. We?ÇÖre excited to have her on board.?Ç¥Throughout her career, Paterson has been a vocal advocate for various social causes, including racial justice, LGBTQIA+ rights, and gender equality. Her commitment extends to mentorship programs like AIR Women in Music and volunteer initiatives like Our Soundtrack, Our Stories, and Our Ads, all focused on supporting the music industry during the pandemic.Paterson actively participated in the working group that delivered the landmark National Music Industry Review in 2021/22, a crucial initiative addressing systemic sexual harassment and gender inequality within the Australian music scene.Paterson Excited to Lead Ogilvy PR's gaming and entertainment charge: ?Ç£I am incredibly honoured and excited to join Ogilvy PR as the head of gaming and entertainment. The gaming and entertainment industries are at the forefront of cultural innovation and influence in an environment where there has never been more competition for eyes, ears, and attention. I look forward to leading our talented team in creating impactful, cutting-edge, culturally relevant campaigns that resonate with audiences across the ANZ and Asia regions, ensuring our clients?ÇÖ brands thrive in this dynamic landscape.?Ç¥

Former Foxtel Group communications chief Jacquie Abbott has joined Qantas as the national carrier's new Executive Director of Corporate Affairs and Internal Communications.Abbott concluded her three-year tenure as Executive Director of Communications at Foxtel Group in March.This marks Abbott's return to the aviation industry, having previously spent over two years at Virgin Australia until 2015. At Qantas, she will reunite with former Virgin Australia colleague Danielle Kieghery.Abbott's extensive experience includes senior communications roles at Ogilvy PR ANZ and Optus.?Ç£I am thrilled to be back in the aviation industry and to join the team at Qantas, especially working again with Danielle Kieghery after our time at Virgin together," Abbott said.