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6 Dec

Noffs Foundation creates song and dance over Xmas holiday

by launch-admin Dec 6, 2012 0 Uncategorized


Noffs Foundation creates song and dance over Xmas holiday


Mount Druitt Street University announces new school holiday program for youth


6 December, 2012: Leading youth services provider Ted Noffs Foundation (Noffs) today announced their inaugural school holiday program for their renowned Mount Druitt Street University initiative, providing extra photography, hip hop dance and beat making workshops for young people over the Christmas break.


The centre will also be providing music workshops specifically for local Indigenous youth.


Street University is a free educational and recreational centre available to marginalised youth seeking support, social interaction or training. The Noffs operate two campuses – Mount Druitt and Liverpool – both offer courses in art, music, technology or business (only at Liverpool) to youth who may not have otherwise afforded them.


Mount Druitt Street University Manager Julie Dubuc said the school holiday program was developed in response to the growing need for activities around vacation periods.


“Holidays can be hard for some young people as they no longer have access to their school’s support system,” she said. “Christmas time is particularly stressful as it’s a heightened time of year and there is a lot more alcohol as well as party drugs being consumed. It’s also a time for a lot of family disputes to occur. Boredom can also be an issue.


“We are therefore providing additional recreational workshops in conjunction with our usual services – phone, Skype or email support – during the break as an option for young people facing this time of year. It’s completely free, it’s in a supportive environment and there is no need to book or call ahead.”


Workshops will be held from 2 pm until 6 pm and include: Photography and film making, beat boxing, hip hop, music production, lyric writing, performance coaching, audio engineering, plus much more.


Indigenous youth can also participate in the Mount Druitt Indigenous program, which offers a number of activities outside the area such as fishing, bush walking and trips to the movies.


Julie Dubuc added that the workshops were an alternative for youth to positively, creatively express themselves, be active, have fun and keep motivated with their goals.


“Street University empowers people to address their social issues in a new and different way,” she said. “Through creating an energy-positive community we can help develop human and social skills   not only for young people affected by drug and alcohol issues but other young people wanting to better their lives.


“There is a lot of talent out there, but a lot of the time young people don’t have the opportunity to pursue their interests and passions. The centre helps youth embrace their skills and enhance their lives, while reducing crime and alcohol and drug abuse.”


December plays host to Noffs’ annual Christmas appeal. Those wishing to support the program can head to their website www.noffs.org.au and make a donation online or visit www.streetuni.net to enquire about volunteering at a Street University. All proceeds will go to continuing initiatives like the school holiday program at Mount Druitt.


Looking for support? Call the main support line on 1800 151 045 or visit one of the Street Universities here:


Street University Liverpool

1 Speed Street (Cnr Terminus & Speed Street)
Phone: +61 2 8785 8000

Email: streetuniversity@noffs.org.au


Street University Mount Druitt

Suite 1, Level 1, 11 Cleeve Close

Phone: +61 2 8886 2800
Email: dubucj@noffs.org.au


– ends –

Media contact: Sarah Tsiros (02) 9492 1034 / 0466 805 364 or sarah@launchgroup.com.au

About the Noffs Foundation: About the Noffs Foundation: The Noffs Foundation is one of Australia’s leading youth services providers, and an advocate for best practice in drug and alcohol provision, prevention and treatment. The Noffs Foundation was founded in 1970 by the great Australian humanitarian Reverend Ted Noffs to provide essential services for young people who experience drug and alcohol problems and related trauma, and their families. Noffs has pioneered new community outreach initiatives, including the opening of free educational and artistic recreational centres to support young people who are homeless, using drugs, involved with crime or simply need someone to talk to. Other services include residential and day programs, individual and group counselling, education, training and group outdoor activities. The Noffs foundation support thousands of people every year.

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30 Nov


by launch-admin Nov 30, 2012 0 Uncategorized

MEDIA RELEASE NAOS APPOINTS DAVID RICKARDS TO CHAIR NEW EMERGING COMPANIES INVESTMENT FUND   30th November 2012: NAOS Asset Management (NAOS), one of Australia’s top performing investment firms since 2005*, is today announcing the appointment of David Rickards as Independent Chairman of the Company’s new investment fund – the NAOS Emerging Opportunities Company Limited.   Mr […]

30 Nov


by launch-admin Nov 30, 2012 0 Uncategorized




30th November 2012: NAOS Asset Management (NAOS), one of Australia’s top performing investment firms since 2005[1], is expanding its investment product offering in the Australian equities market with the launch of the NAOS Emerging Opportunities Company Limited.


The new listed investment company has been established to fill a gap in the listed investment company landscape, by providing investors with high quality, transparent and concentrated exposure to emerging companies that are listed outside the S&P/ASX 100 Accumulation Index.


Sebastian Evans, NAOS Asset Management Fund Manager said: “In Australia, the All Ordinaries Accumulation Index is the key market index used to assemble investment portfolios but is highly weighted toward materials and financial companies (over 60% by market capitalisation). As a result, emerging investment opportunities across a diverse range of industries, such as digital media, pharmaceuticals and telecommunications services are often overlooked.


“The new fund aims to take advantage of the market inefficiencies and provide the investor with a concentrated exposure to emerging companies in high growth industries that are overlooked by the current listed investment company offerings,” said Mr Evans.


NAOS Emerging Opportunities Company Fund key elements:

  • Available capacity: The Fund aims to attract up to $50 million under NAOS Asset Management by the 30th of December at an offer price of $1.00 per share.
  • Shareholder value: For each share issued, subscribers will receive attaching listed options on a one for one basis at an exercise price of $1.00, exercisable until 1st February 2015. The Fund also aims to provide investors with a dividend yield of 4.00% per annum fully franked (subject to availability of franking credits).
  • Risk adjusted investment strategy: The Fund offers access to a long-term investment strategy that focuses on undervalued emerging companies that outperform the S&P/ASX Small Ordinaries Accumulation Index (the Funds’ benchmark Index). The fund will be similar to the unlisted NAOS Emerging Companies Long/Short Equity Fund. The historical performance of that fund is listed below.
  • Flexible investment product: The Fund offers a listed product that is simple to understand and transparent for investors. The product will have the ability to hold 100% cash in times of high volatility and few investment opportunities to preserve capital.


Sebastian Evans will serve as Director and principle fund manager. Warwick Evans – a former Managing Director for Macquarie Equities globally and former Chairman of the Stockbrokers Association of Australia – is also a Director. David Rickards, a former Executive Director at Macquarie Group and Head of Research and Strategy at Macquarie Group Globally, will serve as the Independent Chairman.


Together, the investment team boasts a combined 61 years of experience in equity markets and provides investors with a board that would be expected in a company many times the market capitalisation of this offering. All directors will be significant investors in the IPO to further their alignment with shareholders.


The Fund will be managed under the NOAS Asset Management portfolio, which includes the NAOS Emerging Companies Long Short Equity Fund.


Applications for investment subscriptions open on the 29th November 2012 and close on the 28th December 2012.

Quick Facts

Fund feature NAOS Emerging Opportunities Company Limited
Inception date 29th November 2012
Investment objective Australian emerging companies fund that invests in stocks outside the S&P/ASX 100 (long book); All Ords (short book)
Fund Capacity $50m
Performance target To outperform the Small Ords Accum Index over the medium to longer term
Initial Subscriber Shares $1.00 each
Stock numbers 0-30
Fees  1.25% Management fee (EX-GST and a 15% Performance Fee with the benchmark being the Small Ordinaires Accumulation Index and subject to a Highwater Mark



Media Information:

Sarah Jane Williams | Launch Management Group | e: sarahjane@launchgroup.com.au |

p:  02 9492 1000 | m: 0409 362 675

About NAOS Asset Management:

Naos Asset Management is a fully funded, award winning boutique investment firm that specialises in investing in undervalued smaller companies through the Naos Emerging Companies Long/Short Equity Fund. Naos is a privately owned company originally founded in 2005 by three former directors of Southern Cross Equities, who remain as shareholders today along with a number of well-known individuals in the market place. Naos currently has $XXM under management (November 2012).

[1] Since its inception in 2005, NAOS has been recognised as Australia’s top performing long / short investment firm. The NAOS EMERGING COMPANIES LONG / SHORT EQUITY FUND has been named: Best Performing Hedge Fund in the Asia-Pacific Region by Bloomberg in 2009; Best Performing Hedge Fund in Australia by the Australian Financial Review in 2009 and 2010; and is ranked in the top 5 equity funds throughout Australia by Morning Star Data Research over 3, 5 and 7 year returns (as at the end of September 2012).


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26 Sep

ASCA urges communities to take part in Blue Knot Day

by launch-admin Sep 26, 2012 0 Uncategorized



October 29th, 2012

Support adult survivors of childhood trauma


Australia, August, 2012: This October 29th, Adults Surviving Child Abuse (ASCA) is calling on all community members, churches, religious groups and leaders to organise and host events in support of Blue Knot Day, and the week to follow until November 4th 2012.


Australia’s annual Blue Knot Day is about people from all walks of life uniting in support of the estimated four to five million adult survivors of childhood trauma[i]. It is an initiative run by ASCA – the leading national organisation advancing the needs of Australian adults who have experienced childhood abuse and trauma.


President of ASCA, Dr Cathy Kezelman, said the day had been expanded from the organisation’s previous national day, Forget-me-knot-day, to recognise the effects of all forms of childhood trauma, including abuse.


“Despite the prevalence of child abuse, supporting adult survivors remains a largely ignored issue,” she said. “Everyone knows someone who has been affected by some form of childhood trauma. We need awareness and understanding, as trauma in childhood, impacts not only its victims but also their families, partners and communities.


“This year we are inviting individuals to take action and unite with us. We have maintained a week long effort so communities nationwide can have the opportunity to hold local events and participate in activities which support survivors,” she said.


“With your support, this Blue Knot Day, we can bring hope and optimism to those affected and create open and accepting communities, encouraging those affected to reach out for support because with the right help, people can and do recover,” said Dr Kezelman.


Some ideas for activities and events include:

  • Hosting a breakfast, morning tea or luncheon
  • Hosting a bake-off with proceeds going to ASCA
  • Holding a faith-based service
  • Ceremonially unwrapping a building or object in recognition of survivors
  • Creating a Blue Knot Day themed display
  • Engaging in an activity in which you are able to raise money through sponsorship.
  • Buying and wearing a blue knot pin and/or friendship  bracelet – available from www.asca.org.au
  • Making a donation to ASCA to support more programs


ASCA encourages those organising public Blue Knot events to register event details on the ASCA website www.asca.org.au/blueknotday. By doing this, people across Australia who want to attend an event will be able to easily access information about events in their area or choose to host their own event if none is listed.


For the full range of activities and details being held during Blue Knot week (October 29th – November 4th), please visit www.asca.org.au


If support is required please call ASCA’s support line on 1300 657 380 or visit the website.




About ASCA:  www.asca.og.au

ASCA is a national charity which focuses exclusively on advancing the needs of the estimated four-five million Australian adults who are survivors of childhood trauma.  ASCA was formed in 1995 and provides a range of services: professional phone support, a referral database, workshops for survivors and their supporters, education and training programs for health care professionals and workers, newsletters for survivors and health professionals, advocacy, research and health promotion in the areas of complex trauma and trauma informed care and practice.  ASCA is also a founding member of the national Trauma Informed Care and Practice Advisory Working Group – advocating for a national agenda around trauma informed care and practice. ASCA is the key Australian organization providing hope, optimism and pathways to recovery for adults with complex needs who have experienced all forms of childhood trauma.


Childhood trauma:

As defined by ASCA, childhood trauma includes sexual, physical and emotional abuse, neglect, witnessing and experiencing the impacts of family and community violence and a range of other adverse events.


Twitter: @BlueKnotDay

Facebook: http://www.facebook.com/blueknotday


Media Contact:

Laura Douglas

Consultant, Launch Group

laura@launchgroup.com.au or 02 9492 1000 / 0452 505 859


[i] Estimated from a range of key sources placing the figure at 4 – 5 million Australian adult survivors of childhood trauma.

26 Sep

Aurora content goes international with UK partnership first

by launch-admin Sep 26, 2012 0 Uncategorized


 Exclusive new programs: You Can Heal Your Life by bestselling author Louise L. Hay and IFSS Uncut (behind the scenes with International Film School Sydney) will air with UK360


25th July, 2012: In a first for Australia’s leading not-for-profit subscription community TV Channel – Aurora – has joined forces with the Community Channel (UK), in a sharing agreement allowing each channel to screen each other’s content.


Aurora CEO Phyllisse Stanton says: “This is a wonderful opportunity for Aurora to showcase Australian community content on an international stage. We are enormously proud to see our very own production, Chatterbox, available to British audiences on the Community Channel (UK). This is a terrific partnership with a likeminded organisation that holds similar values and objectives. In the coming months and years we hope to share learnings that will help grow our respective channels.”


Chatterbox is a show by the community, for the community, providing a broadcast platform for stories from around Australia that are little told and often not heard. Every month Chatterbox takes viewers behind the scenes of large and small-scale events that bring communities together, and will now air on the Community Channel (UK) in addition to its regular slots on Australian network FOXTEL.


Aurora will screen UK360 on Mondays from 30th of July at 7pm bringing the most inspiring community stories from across the UK, about people and projects that are changing lives and local areas for the better.


Aurora has also joined with Australia’s leading new age and self-development publishers Hay House Australia to produce a special documentary screening of You Can Heal Your Life. Hosted by Zoe Sheridan (VH1, The Catch Up), the special screening looks at the life of Hay House founder Louise L. Hay –  the American bestselling author, speaker and inspirational teacher whose healing techniques, affirmations and positive thinking have inspired millions worldwide. The program will premiere on Sunday 29th July at 9pm.


Aurora Programming Manager Corrie McDougall says: “Aurora has long shared a significant friendship with Hay House Australia, and to see that culminate into this showcase truly is special. With our programming we strive to entertain, educate and inform, and this partnership with Hay House Australia helps us to do just that. With that educational goal in mind, we’ve also recently welcomed IFSS Uncut to Aurora – a how to guide to film making in Australia that aims to help emerging artists who are just starting out in the industry.”


IFSS Uncut was produced exclusively for Aurora by the International Film School Sydney, and takes you behind the scenes of what it takes to make a film. It premiered Sunday 22nd July at 8pm, hosted by Georgina Haig and features interviews with leading film professionals including Dean Francis (Road Train).



About Aurora: Aurora is committed to screening interesting, diverse and innovative content to encourage awareness and understanding of community issues and interests. All Australians have the unique opportunity to have their work broadcast on a national platform. Aurora Community Channel is a partner of Australian Made and is proudly supported by FOXTEL.


About the Community Channel (UK) : Owned and run by the Media Trust, Community Channel is the UK’s only digital television station dedicated to highlighting issues from both local and international communities as well as the voluntary and charity sector. Broadcasting original shows, the best of terrestrial TV and showcasing the work of new directors and community programme makers, Community Channel is the place for real-life stories.


You Can Heal Your Life: You Can Heal Your Life is an inspirational film which delves in to the life story and teachings of leading self development author Louise L. Hay.

Louise L. Hay is a metaphysical lecturer and teacher, and the bestselling author of 27 books, including You Can Heal Your Life. Her works have been translated into 25 different languages in 33 countries throughout the world. Since beginning her career as a Science of Mind minister in 1981, she has assisted thousands of people in discovering and using the full potential of their own creative powers for personal growth and self-healing. Louise is the owner and founder of Hay House, Inc.


IFSS Uncut: The International Film School Sydney takes a unique approach to film education, immersing students in every aspect of cinema-making with a holistic approach to the diversity of forms – screens small and large. With full creative control, students make film after film using the latest industry standard equipment and software.

Visit www.ifss.edu.au


UK360: UK 360 gives a voice to communities and to the local individuals and organisations that are positively improving their neighborhoods at a grass-roots level. Stories have included a feature on Queen guitarist Brian May working in is his local area to support wildlife charities.


Follow Aurora on Twitter! http://www.twitter.com/AuroraTV

Facebook http://www.facebook.com/AuroraTV

YouTube http://www.youtube.com/user/auroracommunity183


Media Information: Laura Douglas at Launch Group: 02 9492 1000


26 Sep

Why most new products fail -The Seven Deadly Sins

by launch-admin Sep 26, 2012 0 Uncategorized

By Pollinate managing director, Howard Parry-Husbands

Each year, millions of dollars are invested into new product development. Millions more are wasted on media to spruik new ideas that probably weren’t good enough to launch in the first place. The reality is, most new products fail.

The reason for this shameful waste? A near pathological reliance on average. It’s a reliance on average people who don’t like to deviate too far from their comfortable average, using an average research methodology and testing to an average.

And the reason why we cling to our normative scores is that they’re familiar and we are mostly risk-averse. But a careful look under the bonnet of the innovations process reveals seven deadly sins that can be overcome to increase the survival rate of innovations.

Average consumers create average products

The first sin is to think that average people are good at imagining a better future. As one of history’s most successful innovators, Henry Ford, put it “If I had asked people what they wanted, they would have said faster horses”. He recognised that most people are cautious about new things and wait until the early adopters try something before they do. This basic diffusion of innovation curve originated in the 1920s. It explained behavior back in the day when families huddled around the wireless but it is insufficient to explain the diffusion of ideas in today’s highly-connected world.

Now we have so much choice that we turn to the people who we trust the most for advice on what to buy. Nielsen’s latest global survey shows that 92% of people trust recommendations from family and friends, above all other forms of advertising. Further, the recommendations we seek out the most come from the “influentials”. (http://nielsen.com/us/en/insights/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html )

So if you only tackle one sin on your path to creating winning new products, it should be to use influential consumers in your NPD process.


Create an innovations process

The second deadliest sin is not having an NPD process in the first place! So start by establishing clear ‘gates’ that force you to meet clearly defined goals along your NPD journey. Secondly, ensure a good mix of divergent and convergent thinking at different stages. Divergent thinking is important because creativity needs to be fostered to come up with multiple potential solutions. But the rigor of disciplined convergent thinking ensures that you will only progress the best ideas. A process that builds saying ‘no’ in to your NPD plan is crucial. As Freakonomics puts it, “Sometimes quitting is strategic, and sometimes it can be your best possible plan”. (http://www.freakonomics.com/about/ )


Co-create with influential consumers

Reliance on focus groups is the third deadliest sin. Focus groups are a very blunt instrument for innovation. According to Forbes magazine, co-creation is now the most accepted model for innovation. Tear down the walls, mix with your respondents, empower them to own the problem and give them the space and tools to cross-pollinate and solve your problem. But if you can’t get access to truly influential consumers, don’t bother attempting co-creation: it doesn’t work very well with a room full of random laggards.


If content is king, then context is queen

The fourth deadliest sin is presenting your finished ideas on nice, shiny boards, and then expecting your influentials to co-create from them. If the idea looks perfectly formed, then there is nothing left for them to co-create. Sketches invite constructive criticism better than finished artwork. A3 paper is usually fine, and compared to stark hard boards, sends a message that says ‘open to suggestion’. And the context you frame your ideas in counts. A car ad framed in Vogue’s website suggests that the car is for sophisticated, young ladies. That same ad in a sports betting site positions that car as being relevant to suburban housewives.


‘Above average’ is not a measure of success

Most C level people eventually need to see numbers. Research companies are adept at testing the new idea against a ‘norm’ – this norm being the average of past ideas tested. Ideas tested in an average research methodology, using average respondents, recruited from those same ‘average’ research panels. So every new product gets a number that almost guarantees it is about average. This is sin number five. And we wonder why most new products fail.


We believe in numbers but we believe in comparing the influentials’ opinion with the masses. If the influentials love it (give it a high number) but the ‘masses’ are only lukewarm, the new product should be seeded through influentials before a mass market launch. If both the influentials and masses ‘love it’, then seeding through influentials will amplify the rest of the media.


Online versus offline

The sixth deadliest sin is simple: Don’t rely on the online world to guarantee your success. The internet has had a profound impact, speeding the world up by a factor of around 60 times. By way of contrast, the telegraph sped the world up by a factor of 6000. And to make the point, according to the god fathers of word-of-mouth marketing, KellerFay, 93% of branded conversations happen offline. Online is vital to a successful launch but it is part of a much larger sales driving system. (http://www.kellerfay.com/about/our-story/ )


Seeding for success through word of mouth

The seventh deadly sin is the expectation that a mass market launch will work best. Research by the international advocacy and word-of-mouth industry body WOMMA reveals that word-of-mouth combined with other media “generates 25% increased impact”. The moral is clear – seed through influential consumers for success.
(http://womma.org/main/index.php )


But sampling is not seeding. And seeding without influential consumers is just expensive sampling. Successful seeding requires specifically targeted influentials, an engaging activity and a clearly defined sticky message to share. It works best if you use professional advocacy and WOM agencies. One such agency, SOUP, generated a 55% sales uplift for Reckitt Benckiser’s Dettol No-Touch handwash.
( http://www.slideshare.net/koochi/soup-dettolnotouchhandwashfmcgconferencefinal )


So stop clinging to the lamppost and lead a sin-free innovations life. Focus on influence and reject average research.


About Pollinate:

Pollinate is Australia’s leading strategic research agency. Founded in 2004 by people frustrated with the average research experience, Pollinate works with influential consumers to develop innovative ideas, products and campaign concepts for brands. Pollinate understands how messages travel through a community, from the media, to advertising and word-of-mouth. The use of influential consumers uniquely positions Pollinate to develop paradigm-shifting innovations for brands, amplifying the effectiveness of media and communications. http://www.pollinate.com.au/




26 Sep

Big data- Innovation by numbers

by launch-admin Sep 26, 2012 1 Uncategorized

More data is being created today than that seen from the dawn of man to 2003. In fact, the amount of data we now have at our fingertips doubles in size every 18 months. It has exploded at such a rate that data, or ‘big data’ as it’s now known, is profoundly changing the way businesses are innovating and developing their next generation of products and services. But unless brand owners understand how to analyse and interpret big data, they may be confusing a spurious result with a fabulous insight.

Big data, at least to most marketers, looks like a dashboard. It’s simply presented data in neatly crafted reporting systems – basic visualisations of KPIs, vital indicators and trends data to enable quick interpretation and clear story telling.

Big data versus traditional analysis

Big data finds patterns in that myriad complex mass of data. These are patterns that shed light into previously murky corners of our brand or product experience to tell us things we’ve never previously known.

Traditional business intelligence software summarises data using statistics to look for patterns and hierarchies on a mission-critical basis. It’s run by analysts and IT experts and is an expensive, high-quality resource to some companies or briefed out to specialist research agencies.

By way of contrast, big data uses any data available and doesn’t try to cleanly integrate the data sets, instead using different analysis methods, such as MAD analysis (Magnetic Agile Deep).

Big data doesn’t rely on a long range, carefully designed analysis plan, but literally looks for patterns, albeit for a purpose. It allows brand owners to see both the wood and the trees.

Unconstrained data analysis leads to paradigm shifts in innovation, which is great news for businesses investing in this area.

But brands be warned – sometimes all is not what it may seem.

The problem with meaningless noise

Dr Michael Shermer, founder of the Skeptics Society and widely published scientist, coined the word ‘patternicity’ in 2008 as “the tendency to find meaningful patterns in meaningless noise”. Dr Shermer argues that we are hard wired to seek patterns because we have evolved as ‘belief-engines’: “pattern-recognition machines that connect the dots and create meaning out of the patterns that we think we see in nature” (Scientific American 2008). Statisticians call these pattern-seeking errors ‘Type I’ errors – believing something is true when it’s not.

And this is the Achilles heel of big data. The more variables included in an analysis, the disproportionately higher the number of spurious results. Unless you understand the nature of the data and the complexities of the possible interactions you may think you are looking at a fabulous insight but in fact you are looking at a spurious result.

So, the real skill is in the interpretation of the analysis to identify the ‘true’, meaningful patterns.

Research no longer the enemy of creativity

As companies are realising how big data is impacting on innovations and changing the way they do business, many have begun to look for people who can make sense of data – people who enjoy data, analysis, rigour and sampling and method.

Data analysts, statisticians and researchers are all now working at the pointy end of insights to drive better innovation throughout the business cycle.

And just as it seems that the rise of the nerd is inexorable, so big data is shifting the gravity in the world of innovation from creativity to analysis.

If you don’t believe me, listen to this guy: “If you are looking for a career where your services will be in high demand, you should find something where you provide a scarce, complementary service to something that is getting ubiquitous and cheap. So what’s getting ubiquitous and cheap? Data. And what is complementary to data? Analysis.” (Prof. Hal Varian, UC Berkeley, Chief Economist at Google)

Big data is useless without good analysts and the impact of this embrace of what were previously market researchers has been profound. Advertising agencies, for one, are galloping to employ experts in big data.

Meanwhile, the research profession has been undergoing a transformation first to ‘insights’, and via planning – to strategy. It now seems that big data has made the very data itself king. From process (research), to benefit (insights), it’s now back to the future with big data (data and analysis).

Research as a discipline has moved from mitigating risk and being the enemy of creativity, to empowering innovation, to being the innovation in the creative industry.

Data analysts have become the new creators.

Implications on marketing and advertising

McKinsey tell us that big data has “the potential to drive a radical transformation in research, innovation, and marketing”. The UK’s largest retailer, Tesco, is a great example of this.

Tesco collects the data on all of its customers’ transactions through its loyalty card and then analyses this data to identify new business opportunities across pricing, promotions, and place.

The retailer was also one of the first to recognise that big data is useless without great analysts. Following the joint founding of Tesco Clubcard in 1995, the retailer wholly acquired data analytics pioneers DunnHumby in 2010. Tesco has built its success on analysing big data, with the volume of data doubling 11 times over since Tesco started. No wonder they bought DunnHumby.

Further, in a clear sign for the future of marketing, big data and advertising, in 2012 Tesco bought US-based word-of-mouth marketing agency, Buzz Agent, for US$60m. Today, the bricks and mortar retailer holds all the data on their customers and has the ability to analyse this big data to inform and guide innovation at record speed.

Tesco now also owns a consumer media channel through which it can directly communicate specific messages to targeted consumer segments. And given that word-of-mouth marketing agencies don’t make ads, it’s looking like Tesco will be less reliant on traditional advertising campaigns to drive its future success.

The end of Mad Men?

So, big data is either a pretty dashboard of well presented, easy-to-interpret data sets or else a very well presented clever analytical process, which drives paradigm-shifting innovations.

I suspect that in the rush to embrace big data we may still be seeing many more pretty front-end dashboards than we will Tesco Clubcards. This is why ‘big data’ is such a ‘big thing’ in the world of advertising.

Everyone recognises how badly so much quantitative data has been historically presented and how good it is to see data-driven success stories. But great analysis is actually the key to big data, rather than the data itself.

It might be anathema to the creative department but the nerds are taking over.

Move over Mad Men. Make way for MAD data.


By Howard Parry-Husbands, MD of Pollinate

About Pollinate:

Pollinate is Australia’s leading strategic research agency. Founded in 2004 by people frustrated with the average research experience, Pollinate works with influential consumers to develop innovative ideas, products and campaign concepts for brands. Pollinate understands how messages travel through a community, from the media, to advertising and word-of-mouth. The use of influential consumers uniquely positions Pollinate to develop paradigm-shifting innovations for brands, amplifying the effectiveness of media and communications.





26 Sep

Soup NZ launches Nestle & L’Oreal campaign

by launch-admin Sep 26, 2012 0 Uncategorized

Media Release

Leading word-of-mouth agency opens New Zealand office with two big wins

13 August, 2012: Soup, Australia’s leading word-of-mouth marketing agency, has opened an Auckland office as part of the agency’s wider expansion plans. The agency has been appointed to two new product launch campaigns – Nestle’s cat broth line, Purina Fancy Feast Broths; and L’Oréal Paris Elvive Extraordinary Oil.


Soup has previously worked on campaigns across Australia and New Zealand, but has for the first time set up a NZ office to focus growth in the region. Kathleen Gunther, who has moved from Soup’s Sydney headquarters, has been tasked with driving the NZ operations as New Business Director.

Soup’s word-of-mouth (WOM) marketing campaign for Nestle’s new cat broth brand, Purina Fancy Feast Broths, will target influential female cat lovers who enjoy indulging their pets and keeping them healthy.


Influencers will trial the product over a four-week period and host a ‘kitty catch up’ with their friends to demonstrate the product and invite them to try it. A WOM campaign website will drive ongoing conversations around the new cat broth product and will also be linked to the Purina web page. Influencers will be part of the ongoing co-creation of the product through a post-trial feedback survey.
Meanwhile, a campaign for new hair care product L’Oréal Paris Elvive Extraordinary Oil will be aimed at women aged 20-to-49 who are after simple hair care solutions. Influencers recruited will be highly connected on and offline, and regular social media users.


Influencers will receive a personalised seeding pack which will include hair care information and trial bottles of Elvive Extraordinary Oil. They will host a get together with their friends in order to generate authentic trial opportunities and encourage new hair care routines. Influencers and their friends will then test the difference in their hair and rate the product using the collateral provided.


An online hub for L’Oréal Paris Elvive’s WOM campaign will also allow people to upload photos from their get togethers, before/after shots of their hair, and encourage discussions around beauty and hair care.


Kathleen Gunther, Soup NZ New Business Director, said: “We’re excited to be working with some of New Zealand’s leading FMCG brands and agencies. These campaigns are about engaging brands with influential consumers and giving them the opportunity to be among the first to try out new products in categories they’re passionate about.


“Whether it’s connecting a brand with people who love food and wine, or devoted pet owners, clients are increasingly understanding the value of not just targeting the right demographics – but also targeting influential consumers within that demographic.”


Soup’s expansion into NZ comes in the same year as the opening of its London-based UK office with foundation client Reckitt Benckiser.

Sharyn Smith, Soup CEO and founder, said: “As experts in understanding the influential consumer and harnessing the power of word-of-mouth as a marketing channel, we can use our deep insights in other markets. The work we’ve previously done in New Zealand has shown there’s a great appetite for the expertise we bring to clients. The size and diversity of the UK also presents a great opportunity for Soup, and we anticipate a busy year across all our operations.”


–        Ends –

Media contact: Camille Alarcon +61 2 9492 1004 / +61 488 176 188 camille@launchgroup.com.au

About Soup: Founded in 2006, Soup is Australia’s leading word-of-mouth marketing agency. Born out of insights that word-of-mouth recommendations are more trusted than traditional advertising, Soup was the first Australian agency to harness the power of word of mouth as a marketing channel. Soup specialises in connecting brands with influential consumers, working with a community of more than 100,000 influential consumers who try out products, help shape them, and then share their experiences with their social networks. Soup has worked with companies in every major marketing category. Clients have included the Commonwealth Bank, Panasonic, Arnott’s, Coca-Cola Amatil, Kimberly-Clark, Lion Nathan, Nestle and Reckitt Benckiser. Soup has offices in Sydney, Auckland and London. Soup is a 2011 BRW Fast Starter; winner of the Telstra Business Awards People’s Choice NSW; and winner of the best ‘Business to Consumer’ campaign at the 2011 Australian Marketing

18 Sep

Media Release: Data security, sovereignty and storage key concerns

by launch-admin Sep 18, 2012 0 Uncategorized , , ,

Media Release


Data security, sovereignty and storage key concerns

New iseek Communications research reveals consumer attitudes towards online personal information

Sydney, 18 September 2012  – The rise of big data and a spate of recent IT security incidents has placed data issues firmly on the radar for Australian consumers, according to research released today by data communications provider iseek Communications.

A survey that polled more than 1,000 respondents from across the nation has revealed that a majority of Australians are concerned about how organisations will handle their personal data, and that less than one in four trust companies to handle this data responsibly.

Key findings include:

  • 64 per cent of Australians are concerned with how organisations handle their data.


  • 42 per cent believe Australian customer data should be kept in Australia.


  • 25 per cent of Australians consider the ability of an organisation to keep their data secure before they buy a product or service.


  • Only 25 per cent trust companies to handle their data responsibly.

A great majority of those surveyed by iseek (79 per cent) agree that companies should be liable for the security of any customer data they hold.  Nearly two-thirds of customers are concerned about the safety and security of their data, and one in four take this into consideration when choosing which companies to buy from.

iseek Communications Managing Director Jason Gomersall said: “For perhaps the first time, Australian consumers are acutely aware of where and how organisations are storing  their customer data. This is a wake up call for Australian businesses. Now is the time to ensure that your IT systems, from your security software systems to the nuts and bolts of your network, are as robust and secure as possible.”

The new Australian Privacy Principals proposed in the Privacy Amendment (Enhancing Privacy Protection) Bill state that organisations must take reasonable steps to protect the personal information they hold form misuse, interference, loss and unauthorised access. This also applies to data that is stored overseas. Companies looking to benefit from next generation enterprise software, such as cloud based applications and infrastructure-as-a-service will now have to consider both customer sentiment and legal implications.


Gomersall said: “With the Privacy Amendment Bill due to be law by the end of the year, legal experts and ICT industry stakeholders are predicting regulatory ramifications for businesses when it comes to how they manage their data. The rapid innovation in enterprise-level technology has brought a host of new tools that help organisations of every size to collect, analyse and utilise their customer data. However, it has also placed a burden on these organisations to take every step to protect this information, including where and how it is stored.

“The days of being able to safely house your IT servers in a back room in your main office are numbered, and the cloud’s multi-location storage model may soon not comply with Australian law for certain types of data. As a result, we are seeing increasing demand from SMEs and mid-tier clients looking for secure enterprise-class colocation facilities. We have recently implemented the international security standard ISO27001 at our data centres, as a direct result of client demand. We expect this trend towards using best-in-class Australian-based storage for sensitive information, to continue as the awareness and understanding of data storage issues rise.”

– Ends –

Media Enquiries

Ashford Pritchard at Launch Group, e: ashford@launchgroup.com.au

t: 02 9492 1000 / m: 0411 020 680

Notes to Editors

The research was conducted for iseek Communications by pureprofile, an independent research firm. 1009 respondents over the age of 18 from across Australia were surveyed via an online questionnaire that took place in July 2012. Respondents were asked a number of questions regarding data/virtual information, security and their views on how businesses should handle customer information.

About iseek Communications

Originally founded in 1998, iseek Communications is an Australian owned data communications services provider. Headquartered in Brisbane and with enterprise class facilities in Queensland and New South Wales, iseek specialises in resilient data networks, mission-critical Internet services and managed colocation facilities. iseek’s network extends throughout Australia with a point of presence in every major capital city. For more information go to www.iseek.com.au.


17 Sep

Employment Survey 2012

by launch-admin Sep 17, 2012 0 Uncategorized

This was the employment study