Melbourne, Australia, October 7, 2020: Openpay (ASX:OPY), the ‘Buy Now Pay Later’ provider with longer and more flexible payment terms, has appointed Keep Left as its PR agency of record and creative partner in Australia, following an extensive pitch process.
Keep Left will work hand in glove with Openpay’s in-house team to build brand awareness among consumers and merchants, educate consumers on how Openpay provides a smarter alternative to traditional forms of credit, and, importantly, differentiate Openpay in the BNPL space.
Openpay is unique in that it operates as a smart budgeting tool to help consumers manage their cashflow and finance their needs and their wants. The service offers consumers access to merchants not only in retail but also dental, veterinary, automotive, home & garden, sport memberships, and education as well as consumer fashion and lifestyle — with over 2000 merchant partnerships in place and growing.
Openpay CMO, Georgina Whalley, said, “We were looking for an agency partner with a difference. One that not only had specialised knowledge and networks in the areas we operate but was able to cover a broad range of requirements, to act as an extension of our marketing team.
“Keep Left delivered on all fronts. While the brief started with PR, Keep Left’s creative was so strong and on-brand for Openpay that the remit quickly evolved, and we couldn’t be happier.”
The always-on PR program includes the full gamut of press office services including proactive news announcements, thought-leadership, profiling and reactive issues hijacking.
Keep Left have also hit the ground running with the development of a brand campaign being led by the agency’s creative director, Blair Kimber. The brand campaign will be delivered across earned, owned and paid channels by Keep Left in conjunction with Openpay’s digital agency, Atomic 212.
Commenting on the appointment, Keep Left CEO, Caroline Catterall, said, “The team really connected with Openpay’s confident and witty brand personality and their mission to change the way people pay, for the better.
“Openpay brings to the table a number of key points of difference in the BNPL space, namely their longer and more flexible payment terms that give people a smarter way to manage their cashflow. It’s a business we’re very excited about, and know we’re going to have a lot of fun with.”
Openpay recently reported record results for FY20 with plans to continue to its rapid growth and scale in Australia, the UK and new markets this financial year.
The appointment adds to Keep Left’s growing portfolio of financial services and fintech clients including ME Bank, Experian, Saxo Markets and CUA.
Sure, we’ve been missing our office coffees with a splash of Riverina Fresh milk this year. But we’re also excited to have launched a digital and retail-focused brand campaign with the Aussie dairy company, which you may have seen in your local Woollies store this week.
Riverina Fresh has been supplying fresh milk to Australians for almost a century from their Wagga Wagga pastures. They’re the leading choice of milk for local baristas and have spent the ongoing lockdowns helping their cafe partners pivot to grocery stores by stocking their great-tasting milk. You may even recall our Barista Zoom Callswith the country’s top coffee talent during the early lockdown.
But their agility in a tough year is not the only thing worth celebrating. They’re also 100% Australian owned — a key differentiator in a milk industry that traditionally only focuses on Australian made.
During COVID-19, the brand noticed that while support for local provenance was growing, consumers were not as aware of the importance of buying from an Australian owned company. Keep Left was engaged to create a digital and retail campaign based on the insight that shoppers needed to be educated on the difference – in the few seconds it takes to make a decision at the supermarket fridge.
That’s where the idea of ‘Double Good’ came to life. We wanted to get customers to choose Riverina Fresh milk in the dairy aisle – not just for its great taste or local provenance, but also because the company is dedicated to keeping profits in Australia, at a time where supporting local matters most. While all milk is Australian made, only a few brands are Australian owned. And that’s what makes Riverina Fresh double good.
Riverina Fresh CEO, Rob Collier, explained: “We’ve done a lot of adapting this year to keep great-tasting local milk on your shelves, so it’s incredibly exciting to be able to recognise and celebrate not just our homegrown produce, but our Australian ownership too. Because supporting local isn’t just about choosing milk that comes from our local pastures. It’s also about keeping profits in Australia, and ensuring that we keep the dairy aisle proudly local for years to come — pandemic or no pandemic.”
The Double Good campaign takes the form of a digital and social campaign, and in-store retail assets that you’ll spot in supermarkets and online for 4 weeks from September 16.
Keep Left CEO, Caroline Catterall, said: “It’s been a year of constant adaptation, and it’s been particularly inspiring to work alongside Riverina Fresh as they prove themselves in Australian ingenuity. From pivoting their events to live Zoom panels, to leading the ‘support local’ movement, it’s been an honour to help our favourite barista-quality milk stay on the shelves and inspire others to follow suit.”
Next time you’re buying milk, look out for the 100% Aussie Owned and Made sign on the supermarket shelves.
We’ll skip the niceties — this quarter has been rough. The pandemic that shall not be named has knocked us all for six, but there’s something to be said about adversity and what it breeds.
This shift in paradigms made us produce innovative campaigns on timelines we didn’t think were possible, tallying reach numbers and Impact Scores as unprecedented as the climate.
All our successes over the past few months come from working with people we’re proud to plop our name beside — internally and externally — on stories we enjoy. And we think some of the fun and Aussie larrikin spirit shines through in the ideas we and our clients brought to life.
For a taste of what we mean, let’s start with the puppies…
Guide Dogs Australia
PR / Digital Marketing / Virtual Event Management
Being forced to pivot doesn’t mean you’re forced to compromise. Our celebration of International Guide Dog Day (IGDD) with Guide Dogs Australia is testament to that.
The event is our opportunity to celebrate Guide Dogs and raise awareness for the important work they do. This year we planned for a grand event — but not a pandemic. We had to shelve our first idea and think fast.
Enter: Zoom. Both the conference call platform helping many of us through COVID-19, but also a newborn puppy. When Zoom the Labrador puppy was born, we saw it as the perfect idea to introduce the world to him, and his profession, virtually.
We brought IGDD to an international audience via an online puppy party. People logged on for a midday hit of cuteness and in the process learned the event’s importance from our panellists.
Media outlets loved the idea and coverage was extensive. Morning news, evening news, print — you name it. Along with the 2000 live viewers, nearly 400 publishers and channels covered the story giving us a cumulative reach of 90 million people.
Lateral thinking made this one of our most successful IGDDs yet, raising much needed awareness for the crucial work they do – and brightening the public’s day while doing so.
Social Media / Content Production
Half-baked ideas aren’t our strong suit. But ideas that involve delicious treats baked using some of the finest German engineering — piece of cake. This year we indulged ourselves with our most successful NEFF Best Bake Competition yet.
With everyone already honing their baking skills with iso sourdoughs, a climate for a great bake has never been better.
And with over $25,000 in prizes, including a luxury Blue Mountain escape, NEFF appliances, and baking packs from Le Creuset and Gewurzhaus, it was the perfect culinary storm.
The results? Almost 1000 people entered by uploading a picture and recipe for their best bake, with 465 entries coming as a direct result of our Facebook ads. They say the proof is in the pudding, well with 20,275 people visiting the competition landing page, 2,289 completed video views and a total reach of 245,184 people, the numbers are just as sweet.
Public Relations / Content Production
HERE Technologies are a ‘behind-the-scenes’ company. It’s unlikely that you’ll have their maps in your phone, but they power around 70 per cent of embedded navigation in Australian cars, including Audis, Mercedes Benzes and BMWs.
This quarter, we helped HERE launch two important, timely projects.
HERE WeGo provided vital help to small business owners, enabling them to run their own delivery software without cumbersome build costs. In fact, because of COVID and sweeping customer demand, HERE WeGo was made free for a limited time.
Customers were able to adapt business plans without footing a commission bill from delivery partners and stay functioning during a time they otherwise may not have.
Sydney cafe owner Robert Reid told Dynamic Business of the doors Here WeGo opened for them: For six years we were all about coffee, homemade bakes and brunches… never did we think we would be an online grocery business! But it’s been a great way to continue supporting our local suppliers and keep our cafe afloat.”
The other project was Where to From HERE, a report that mapped New Zealand traffic attitudes and gave insight into how the pandemic was affecting commutes.
We scored an exclusive feature in the NZ Herald, the country’s largest paper, featuring interactive maps demonstrating HERE’s findings, and secured comment with HERE Aus/NZ director, Daniel Antonello. The glowing article helped Kiwis understand commuting during COVID, and presented HERE’s unique capabilities to a huge audience; print reach was a tidy 477,000 and online reach was a staggering 7,910,000
Public Relations / Virtual Events / Video
If you ever wanted an example of why great ideas spread quickly, it’s Riverina Fresh. Their company values came to the forefront during COVID-19 when they highlighted the importance of supporting local business.
Our integrated PR digital campaign championed cafe owners innovating during COVID. Working with Riverina, we conducted interviews with baristas and cafe owners to hear about how the community had supported them in lockdown. Aussie ingenuity was at the forefront, and owners had great praise for Riverina’s role in helping them pivot to grocery sales and in turn keep the doors open.
This is footage from our ‘Home Ground’ industry round table which streamed on Facebook.
The good ideas didn’t stop there. Our partnership with Riverina also saw a creative UGC campaign come to life in the #HomeBaristaChallenge. Those perfecting their homemade brew during iso sent in imaginative videos to compete for a beautiful La Marzocco. We met young baristas, we met slick baristas, we… well, we’ll just show you:
The results? A combined audience reach of nearly 15 million and an Impact Score of 84.5… now those are results we could shout until the cows come home.
Saxo Markets is a trading company that brings multi-market access to users of all sizes. They’re new to Australia, but in the short time they’ve graced our shores we’ve done big things.
So far we’ve averaged more than one key piece of coverage per week, with some highlights being the Saxo Rewards loyalty program featured in Financial Standard, Saxo’s impressive Q3 outlook covered by Sky Business Weekend and Money News, and Australian Fintech outlining Saxo’s Exchange Traded Options.
We also helped showcase Saxo’s international experience thought leadership, with Saxo’s CEO, Adam Smith, telling Investor Daily how open banking may shape the future of investment.
With all this done in such a short (and not to mention testing) time, we’re excited to continue amplifying Saxo’s message to a local market.
We’re immensely proud of Charter Hall’s communications this quarter. And with an average impact score of 78, and audience reach of 8.55 million, you can’t blame us.
A winning comms strategy has shone light on Charter Hall’s stellar performance. Their achievements in the 2020 NABERS Sustainable Portfolios Index were recognised by The Fifth Estate, and the development approval of its visionary Westmead Innovation Quarter precinct was shared by The Daily Telegraph.
We’ve worked with Charter Hall to position their spokespeople as leaders in the Australian commercial property sector, and their professional insights were particularly helpful during COVID-19. Head of office development, Andrew Borger, contributed to The Urban Developer’s Workplace in Focus webinar, and head of operations, Lorraine Lee, shared her insights with Facility Management Magazine on the importance of data-driven building management.
With Q2’s projects signed, sealed, and delivered, we’re looking forward to tackling the next half of 2020 with just as much gusto — and with restrictions ramping up in Victoria, we’ll need it.
We’ve got some big announcements coming up, including a programme launch with environmental services company GreenCollar, a virtual event for PAWGUST, and exciting developments on our Impact Score… stay tuned.
Melbourne Star Observation Wheel has appointed marketing communications agency Keep Left as its national public relations partner, to drive external communications in collaboration with its in-house sales and marketing team.
Melbourne Star Observation Wheel has tasked Keep Left with increasing the brand exposure of the Melbourne Star, along with growing visitation with both the locals and tourists.
The scope includes public relations, influencer management, strategic partnerships and events.
Keep Left’s appointment comes alongside strong growth in visitation for Melbourne Star, which recently reported over 25% year-on-year increase in the international tourism market.
Melbourne Star Observation Wheel’s Head of Sales and Marketing, Nicole Hill explained that Melbourne Star is looking to reposition from a tourist attraction to an experiential venue ahead of its two millionth passenger in 2020.
“Melbourne Star Observation Wheel has been successfully operating as an attraction for six years, and we continue to see significant visitation growth from both local and international markets,
“Bringing Keep Left on board is a strategic move to position Melbourne Star as an intrinsic part of Melbourne – a natural extension of the city’s popular events, celebrations and must-do tourist itinerary.”
Keep Left CEO Caroline Catterall said the agency – which has just celebrated its 18th birthday – welcomed the opportunity to work more closely in the travel and tourism space.
“The addition of Melbourne Star Observation Wheel to Keep Left’s diverse portfolio leverages industry expertise across our Strategy, Creative, PR and Digital + Experience departments – as well as the teams’ passion for the industry.
“We’re excited to support Melbourne Star in its next phase of growth, re-positioning it to become an intrinsic part of the tourism and events scene in Melbourne.”
Keep Left’s client portfolio across its multi-disciplinary business includes Kathmandu, ME Bank, University of Melbourne, FIJI Water, NEFF, Charter Hall, Experian, and Guide Dogs.
Keep Left is excited to announce our newest client Candlefox, Australia’s largest education marketplace provider.
For more than six years, Candlefox has been working with education providers to increase student enrolments in Australia, New Zealand and the United Kingdom.
With multiple consumer-facing brands including tafecourses.com.au, shortcourses.com.au and training.com.au – they are basically the carsales.com.au for the education sector!
Candlefox’s offering has evolved into far more than just streamlining the student acquisition journey, they have a wealth of data at their fingertips (our favourite thing ever at Keep Left) and provide in-depth market insights, sentiment indices, forecasts and competitive analysis for their clients.
This is the second recent win in the education space for the Keep Left team, following University of Melbourne. Speaking of which, check out the results our first University of Melbourne campaign, Music as Medicine here.
Stay tuned – we are going to do what we do best, take data and make it newsworthy.
Keep Left has been awarded the creative and content account for Coles Local, an exciting new retail offering from Coles Supermarkets.
Coles Local is designed to inspire a love of quality food and provide a tailored, in-store culinary experience for the local community.
The first Coles Local store opened in Melbourne’s Surrey Hills on 13 November. The smaller format supermarket features 100% Australian grown fresh fruit, vegetables, meat and fresh seafood. It also boasts an in-store chef and exclusive products from speciality and artisan suppliers such as Meatsmith, MoVida, Brunetti and Laurent, with a strong focus on the environment and local community.
Peta Allsopp, Head of Local & Special Projects Marketing at Coles, said the support of a creative and content agency that understood storytelling was essential to help differentiate the Coles Local brand in Australia.
“Coles Local is here to give local communities the convenience of a supermarket, with the character and experience of a speciality store and to make shopping, cooking and eating a joy.”
“We were looking for an agency with a strong strategic, creative and digital skillset to help us launch this new brand in Australia and were impressed with Keep Left’s integrated offering.”
Keep Left’s scope of work includes creative and content production, including OOH and print advertising, bespoke magazine content and design, hero video production, always-on social creative and management of biddable media across Facebook and Instagram.
Keep Left Acting CEO, Caroline Catterall, said working with Coles Local had provided a great opportunity to road test the agency’s new in-house kitchen studio.
“The Coles Local magazine shoot gave us the chance to put the space to the test and I’m pleased to say the feedback from the photographers and stylists was very positive,” said Catterall. “It’s a real bonus to have a fully-functioning kitchen in our Melbourne head office that we can use for recipe shoots, flat lays and to generally produce high quality food creative at a competitive price.”
On the eve of its 17th birthday, communications and content marketing agency, Keep Left, has opened its first office in Sydney.
The office will be led by long-time team member Libby Britten, who has been promoted to Strategy & Client Services Manager and will lead the growth of the company’s PR, creative and performance clients headquartered in Sydney.
Keep Left has also bolstered its management team with the appointment of Susan Horn as Head of Content Marketing and Creative Services. Horn first established Keep Left’s consumer division in 2007, and in the last eight years has worked at L’Oréal and Fonterra in general brand marketing roles, before rejoining Keep Left in September 2017.
Horn will lead Keep Left’s portfolio of content clients including the University of Melbourne and NEFF Australia, as well as providing creative leadership to the agency’s thriving creative production studio.
Completing the growth trifecta, former General Manager of Vizeum and Posterscope, David Campbell, has joined the Keep Left management team in a commercial advisory capacity.
Campbell will work with the Keep Left management team on the implementation of the agency’s three-year strategic plan and key initiatives associated with this.
Keep Left CEO, Gillian Gosling, said the appointments would help Keep Left prepare for its next phase of growth as it edges closer to full-service.
“Keep Left has doubled in size since the launch of our integrated offering and we plan to continue the growth while promoting a high-performance culture in the next three years.
“It’s only natural for us to have feet on the ground in Sydney and we’re confident that this, combined with the recent management appointments, will take the agency to the next level,” she added.
Gosling will be on maternity leave from mid-October, handing the CEO reins back to Founder Caroline Catterall for six months. As Acting CEO, Catterall will oversee business strategy, people & culture, client satisfaction and finance.
Experian unlocks the power of data to create opportunities for consumers, businesses and society across 37 different countries. Its technologies help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly, and organisations to prevent identity fraud and crime.
Experian’s Marketing Director Karl Miklis said the news comes at a time when Experian is strengthening its presence and commitment to the region.
“In this new partnership, we see a huge opportunity to communicate to consumers and businesses about the possibilities that can be achieved through data and analytics in the business world – and the positive role it can play in society.”
“This win truly aligns with our belief that storytelling should be backed with data-driven insights,” Keep Left CEO Gillian Yeap said.
“Globally Experian is a data powerhouse, but traditionally the brand hasn’t had a large share of voice in Australia. The company is host to a wealth of data and insights of critical importance to both businesses and consumers, so we are excited to help Experian communicate this content.”
The partnership commenced in September and to date the work has spanned traditional public relations and content production services – including digital copywriting, creative design and video production services from Keep Left’s in-house content production studio.
“The brief from Experian plays well to our experience and growth across technology, financial and professional services,” Yeap said.
Keep Left’s corporate and technology PR team already works with global technology companies such as IT giants Infosys, Australian tech success story Nitro, global mapping and location company HERE, and FinTech startup Airwallex. It also has a footprint in the financial services space with challenger bank, ME, and VicSuper as clients.
Digital map leader HERE locates Keep Left as APAC PR agency.
Global mapping and location intelligence leader, HERE, has selected integrated PR, content and digital marketing agency Keep Left to deliver its high-impact data-led storytelling services throughout the APAC region in a new 12-month partnership.
HERE is the world’s most advanced location intelligence company, with mapping and navigation solutions covering almost 200 countries worldwide.
Backed by automotive giants Audi, BMW and Daimler, HERE powers 80 per cent of the world’s vehicle satellite navigation systems and provides advanced mapping services and real-time location insights for the likes of Facebook, Dominos, Samsung and Microsoft.
“A truly innovative company, HERE is tackling some of the world’s most complex challenges that impact how we travel, how our cities function and how enterprises and governments deliver services,” Keep Left Principal & Strategy Director Gillian Yeap said.
“HERE’s a perfect fit for our data-driven storytelling approach and the team are really excited to showcase the company’s success and genuine thought leadership in the tech space across the APAC region.”
The new partnership, which commenced on 1 July, has already proved fruitful with media introductions and news announcements driving double digit coverage across target media, including The Australian.
“Australia’s tech scene has gone from strength to strength and we have found that our combined art and science approach has really struck a chord with digital savvy leaders in the sector, Yeap said.
“We’ve always had a focus on technology clients, working with global IT giants like Infosys for the last eight years, as well as Australian document productivity start-up Nitro for the past three.”
Another recent win is fintech start-up Airwallex, who specialise in cross-border transactions. Supporting a recent funding announcement, Keep Left secured over 20 stories in top tier business and technology publications across Australia and Asia with an audience reach of over 17 million, including leading news site Tech Crunch.
Media coverage achieved a high level of qualitative metrics around key message penetration and target audience reach on the Keep Left Impact Score, driving a 560 per cent increase in website visitors and strong growth in beta customer sign-ups.
Other recent technology client wins for the agency include VC firm Starfish Ventures, which invests in Australian technology and life science startups, and construction technology innovators Newforma and Progressclaim.com.
The new client acquisitions follow the recent launch of Keep Left’s content production and digital marketing arm, which sits alongside its long-standing PR business.
They join a growing list of Keep Left clients, including Fonterra, Anchor Dairy, FIJI Water, Dairy Australia, the Australian Society of Orthodontists (ASO), VicSuper, ME (formerly ME Bank), MAB Corporation, St John Ambulance, DFAT and CARE Australia.