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.
In the consultancy world, it’s rare for a working relationship to last for more than a few years, so it is with a tinge of sadness that Keep Left says goodbye to Infosys after an incredible 15-year partnership.
It’s not common for an agency to promote parting ways with a client, so why are we talking about this? Simple really. We are proud of the work we did with Infosys in that 15 years and the fact that the relationship ended very much on a high.
The departure of our longest standing client occurred as a result of Infosys’ HQs in India wanting a global PR agency to represent them across all markets, despite the success Keep Left had achieved for Infosys over many, many years.
We had already survived two global reshuffles. For a long time, Australia had been the only Infosys market to use an independent agency to drive their communications and this worked beautifully for them for a long time. Keep Left also worked in a local/global hub and spoke model with the former incumbent global agencies, very successfully.
Infosys Australia head, Andrew Groth, with the former NSW Minister for Finance, Dominic Perrottet, at the Parramatta office opening, media event managed by Keep Left
Clearly there are pros and cons of being an independent firm and getting unlucky in a global reshuffle is one of the cons, but we’re aware that nothing lasts forever and feel very fortunate to have had such a long tenure with one of the world’s most innovative companies.
Ultimately, our results speak for themselves. The recent World Economic Forum and Artificial Intelligence saw a terrific result in Australia, with the quality and volume of media coverage surpassing all other markets. Infosys in Australia consistently punched above its weight on the PR front with the help of Keep Left, and that’s something we’re pretty chuffed about too.
Another memorable campaign was the media famil we organised to tour Infosys’ headquarters and corporate university campus in India. Six journalists, 5 days, 3 cities, 1 cricket match. It was hectic!
A special shout out to Cristin Balog, Paul de Lara, Wilhelmina Duyvestyn and Andrew Groth who were always big supporters of Keep Left and good fun to work with.
So of course, the next question for Keep Left is what next? We love our portfolio of technology and business brands and plan to keep growing them, so watch this space.
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.