Page 35 - AdNews magazine Mar-Apr-May 2023

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“Women represent 70% of our senior leadership team. There is no gender pay gap. New policies include uncapped parental leave based on tenure, extended leave for miscarriage, fertility treat- ment and gender reassignment. We have a formalised gender affirmation policy, our leader- ship team does Cultural Capability training and we have
a Reconciliation Action Plan, col- laborating with Indigenous Consultant Peter Kirk.
“During the judging period, we promoted 19% of our team; retention was 78%. We re-bench- marked and raised salaries against industry data points. We also offer 100+ hours of formal training to develop ‘your career, your way’.”
One Green Bean’s winning case study focused on work with Amazon.
“Voice assistants don’t ‘get’ ‘Aussie slang and idioms. So, we worked with our client Amazon Alexa and their product team to teach Alexa to understand hun- dreds of ‘Aussie-isms’, like avo and snag. Our strategy was to make people want to invite Alexa into
their home by making her feel relatable, human, and Aussie!
“Sophie Monk and TikTok come- dians The Inspired Unemployed brought to life Alexa's Aussie capabil- ities in a content series that showed them in humorous, relatable situa- tions with Alexa. To further amplify, twelve influencers created content highlighting Alexa's Aussie personal- ity and capabilities.”
As a leader in fast food, KFC constantly needs to fight the stigma that this means low quality. Knowing that no one believes KFC’s food is high quality, we developed a bold strategy: take the most cynical, anti-KFC
audience (food critics) and convert them into KFC advocates. We did this by presenting our food in a completely different way: an 11- course degustation menu using ingredients you’d find in all KFCs (with wine pairing!).
Half of Australians felt they didn’t have the relevant tools
to understand how to use their skills to find a new role. We had to build awareness of how SEEK Career Advice can help. Our idea? Bring Napoleon Dynamite
out of retirement to host a series of infomercials spruiking SEEK Career Advice, using
the infomercials to prove that Napoleon - and by association Australia - was more skilled then he knew.
Ogilvy PR
Adhesive Public Relations