Making an IMPACT

We all thought life would go return to normal post-pandemic, but it would appear ‘constant change’ is the new normal.   With just weeks until we close the door on 2024, IMPACT CEO, Nicole Webb, sits down with Chief Operations Officer Victoria O’Neill, Strategic Communications Director Marcela Balart, and Account Director Trish McGee to reflect on the key takeouts from the year that was.  

The team dives into current PR trends and watchouts; influencers to crisis management, to AI, to earned media.  

In the final episode of the e-commerce mini-series, our CEO Nicole Webb speaks to IMPACT's Group Account Director Katie Eastment to explore brand building from a communications agency perspective.   When working with a new client, the first question that e-commerce businesses will ask an agency is: how will you help us drive sales or return on investment? While this is a loaded question, one of the ways agencies can help is brand building.

Modibodi’s Global Chief Marketing Officer shares the brand’s online success story. Liana Lorenzato has worked with Modibodi for almost eight years as the Global Chief Marketing Officer. Overseeing brand, marketing, commercial and communication strategies, and customer experience, she says she has been privileged to see the company evolve from an Australian grassroots start-up to a global business.  When she joined the business in 2013, the taboo topic of periods and incontinence was hardly covered in mainstream media.   In this episode, IMPACT’s CEO, Nicole Webb, explores with Liana, perhaps one of the greatest online marketing challenges: how do you market a product that no one wants to talk about?  

Is your brand struggling with customer ‘cart abandonment’?  In the first episode of this new three-part series, CEO Nicole Webb speaks to IMPACT’s behavioural insights consultant Kris White about the five phenomena dominating consumer shopping behaviours.   When times are good, Australians love to spend. Consumer sentiment is high, business confidence is up, and market competition is healthy.

Discover what it takes to influence the influencer. Taking a leap is never easy, least of all with four children (now five) in tow. Leaving a life in London behind, author and educator, Courtney Adamo, decided to sell everything and take her young family on the road to travel. The move led her into the world of social media as a way to capture and share precious travel moments with her family, building an audience base that is now more than a quarter of a million followers strong!

Influencer manager, Lee Sutherland, shares her views on sponsored content, gifting, the power of ‘no’, and what makes a great influencer/brand collaboration.   Cutting her teeth in the entertainment industry, Lee Sutherland says she stepped into the world of talent management “accidentally”.   After some big life milestones, she started talent management agency, frankie+jet, with a 20-client roster made up of experts with established careers across landscape, nutrition, lifestyle, and parenting.  

From post saturation, gifting and channel selection, our CEO and Group Account Director unpack what influencers, and their managers, really want when working with brands.  In this first episode of the Influencer Pulse Check podcast miniseries, CEO, Nicole Webb, speaks with Group Account Director, Katie Eastment, about highlights from IMPACT’s 2023 Influencer Pulse Check research.    From post saturation, gifting and choosing platforms, Nicole and Katie uncover why the world of influencers and content creators isn’t as spontaneous as it seems. 

IMPACT’s CEO, Nicole Webb, closes out the ‘Influencer’ mini-series talking to Account Director, Trish McGee, and Senior Account Manager, Ebony Stanmore, about what makes a great influencer. Navigating the world of influencers and social media has changed the marketing and public relations landscape over the past 10 years. The task of finding an influencer is a comprehensive process, with the team using a combination of crowdsourcing, direct influencer outreach, and working with agents of influencers and content creators who, in turn, have access to a wide range of contacts in various fields. 

IMPACT’s CEO, Nicole Webb, continues her conversation with Associate Director, Katie Eastment, in the second of a three part podcast series on influencers. Gone are the days where we partner solely with those influencers or content creators who have the biggest following. Nano influencers (1000-10,000 followers) and micro influencers (10,000-50,0000) are just as valuable, if not more.  Follower count alone doesn’t demonstrate true influence. Trustworthiness and relatability are key; the ability to appeal to the ordinary person, to relate and entertain without looking from on high.