Agency profile: The IMPACT Agency

Agency profile: The IMPACT Agency

Telum is looking to highlight the diverse and vibrant agencies in the Australian and NZ PR agency landscape in upcoming editions of our PR Alert. We are looking to encourage networking, business opportunities, and to celebrate the great initiatives being worked on. If you'd like your agency to feature, get in touch.

What services does the agency offer?
The IMPACT Agency offers eight core service groups:
  • Audience profiles.
  • Behavioural insights.
  • Communications strategy.
  • Content, copywriting and design.
  • Influencer, social and digital.
  • Events and activations.
  • Issues management.
What size is the agency?
We are classified by the PRIA as medium-sized.

Where does your agency have an office?
Pyrmont in Sydney, however the agency operates a hybrid model with team members working from the office, remotely or travelling to support client needs as required (COVID-19 travel restrictions excepting).

IMPACT is also the Australian and New Zealand representative of ECCO International Communications, connecting our clients to a network of 35 independently owned PR agencies in 40 countries.

Do you have a particular area of focus?
IMPACT’s corporate team specialise in IT, cybersecurity, fintech, financial services, professional services, HR and recruitment, construction and manufacturing.

The consumer team offer extensive experience with health, wellness, FMCG, fashion tech and home & construction.

Who is the founder and why did they start the agency? 
Nicole Webb founded the agency in 1999, driven by the belief that agency work could, and should be more transparent. She’s even more passionate that communicators should have a seat at every table.

Tell us about the leadership team.
CEO, Nicole Webb, is a Fellow of the PRIA NSW and has held leadership positions with PRIA's State Awards for Excellence Committee, and PRIA's RCG. She currently sits on the board of the Australian Theatre for Young People. Nicole leads IMPACT to deliver award-winning campaigns that drive behavioural change; working closely with clients to provide strategic communications counsel and high-level advice.

General Manager, Frances Dwyer, has 17 years’ experience in public relations and marketing communications. An IMPACT employee for more than 14 years, her experience includes developing strategies for client communications and stakeholder campaigns for corporate, B2C, consumer and issues-based clients in the technology, professional and financial services, human resources and education, food, beverage, lifestyle, community and environment sectors. Frances has been involved in a number of state and national PRIA award-winning campaigns. She provides high-level strategic counsel, insight and communications channel advice.

Group Account Director, Victoria O’Neill, has 14 years’ agency experience, including 12 years with IMPACT. During this time Victoria has led or supported industry award-winning campaigns across the professional services, education, aviation, recruitment, financial, banking, technology, insurance, environmental, government, resources and health sectors, specialising in corporate and stakeholder communications, media relations, issues management and online reputation.

Account Director, Katie Eastment has nine years’ agency experience, including almost five years with IMPACT. During this time, Katie has led and supported award-winning campaigns across the FMCG, fash-tech, health and wellness, environment, banking, major events, home and construction sectors. Katie specialises in strategic influencer campaigns, media relations and events.

What is next for your agency? What is the five-year goal?
We are currently in growth mode and are building products and services that resonate with our clients and their stakeholders. Our Audience Profiles, Tone of Voice and CEO Activism models have been very well received over the past 12 months, and our Unconscious Bias Communications model is almost live! We will continue to expand our offerings over the next few years.

In a sentence, describe your ideal relationship with a journalist. 
A relationship where trust (on both sides) is at the heart.

Tell us about a campaign you are currently working on or are particularly proud of.
An award-winning campaign we’re particularly proud of in the last 12 months was one we worked on with Modibodi when COVID panic buying kicked off.

We saw an opportunity to encourage community positivity and ignite discussions around how to access affordable, sustainable hygiene products when sanitary pads and tampons were flying off the shelves with the toilet paper. We developed a #NOPANICPERIOD strategy to mobilise the Modibodi tribe, position Modibodi as an essential service and connect with vulnerable Australians:
  • Mobilising the brand’s highly-engaged network, ambassadors and influencers called for an end to hoarding and panic buying of single-use sanitary items, asked followers to consider more sustainable options like Modibodi, and offering a discount code to provide additional support to all women during a trying time
  • Government and top tier media relations were critical in positioning Modibodi as an essential service among key Government ministers
  • Modibodi donated 1,000+ leakproof undies to 12 vulnerable community groups to ensure women in need did not experience period poverty.
As well as influencers, IMPACT also works with Modibodi on media outreach, events, partnerships, government and stakeholder relations. We continue to do great work with the Modibodi team to break down taboos around periods and leaks (remember last year when Facebook banned one of their ads on Facebook?) and work to put an end to period poverty.

Any key PR trends your agency is keeping an eye on?
  • Best practice in content – it's not just about delivering quality content, it needs to be relevant and personalised.
  • Tools that make our jobs easier!
  • Platforms that may be relevant to our client (e.g. Clubhouse)
What skillsets do you look for in new hires?
Hungry, humble and smart. The rest can be taught!

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