On a mild Tuesday evening in November, approximately 60 guests joined us for a panel discussion on brands and transparency in the digital age.
The event was co-hosted by KHQ Approved (our dedicated marketing law practice) and brand communications agency Hard Edge Media.
The panel was chaired by James Hutchins, Senior Associate with KHQ Approved (Kelly Hazell Quill’s dedicated marketing law practice). James was joined by advertising industry guru Russel Howcroft (former CEO of Y&R, regular Gruen panellist, and current Executive GM of Channel 10), and Julia Marget from Mondelez International (which owns many household name brands such as Kraft and Cadbury. Julia is a highly qualified corporate affairs director with experience in brand public relations and communication strategy).
The aim of the event was to explore the concept of ‘brands in glasshouses’. Brands place themselves in the spotlight every day – by putting it out there, brands take a daily corporate selfie. There are big challenges around constantly coming up with a powerful and lasting image. And making sure that it says all the right things about the brand.
But when you put yourself in the glasshouse, how do you make sure your image is constantly positive and engaging? And with the windows wide open, how do you stop people seeing you from the wrong angle?
The panel discussed:
- Opening up to the marketing – scripted spin and messaging.
- Is it ok to say sorry?
- Hitching the wagon to a cause (eg Fair Trade, Healthy Choice, Heart Foundation etc).
- Online reviews – the power, politics and pitfalls.
- Facebook and insights – how consumer insights are driving personalised branding.
- Too many chefs? Spreading too thinly across traditional and social media.
Russel and Julia had the audience eating out of their hands, as they clearly impressed with their in-depth knowledge and insights.
Many guests stayed long after the event, to enjoy drinks and nibbles and a jolly good chat.
KHQ Approved is gaining a reputation, not just for the high quality work we do, but also for the engaging, topical events we run. We’re already working on our next event, to be held towards the middle of 2015. Watch your inbox for an invite!
In the meantime, here’s some happy snaps from the event. Enjoy.