IMPACT Insights

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.

IMPACT's CEO, Nicole Webb, continues her conversation with Associate Director, Katie Eastment, in the second of a three part podcast series on influencers.

The first in a three-part series, this episode discusses the role of regulation on influencer marketing, and how brands can work with influencers to create compelling, authentic - and compliant - content.

Nicole and Frances discuss the watch-outs for communicators this year. From the race to establish sustainability policies to ‘hard' and ‘soft' messengers, our latest podcast breaks down the opportunities and challenges for PR in 2023.

The second instalment of IMPACT's review of 2022, in which the team discusses the headlines and highlights in news, PR and communications, and the learnings our industry will bring into 2023.

In our final #IMPACTInsights podcast for the year, the IMPACT team discuss key learnings from the PR and communications industry in 2022 - and what we'll all be doing differently in 2023. In this bumper episode - which has been split into two parts - Nicole and Frances speak with each member of the IMPACT team about the communications wins - and fails - of 2022, and which news stories captured our attention. From the Queen's passing to one of the most important name changes in Rugby League history, our team dissects the biggest headlines and most impactful campaigns to uncover the lessons our industry has learned this year.

In this edition of the #IMPACTInsights podcast, Nicole and Frances discuss the technological, legal and environmental issues facing businesses in Australia, and around the world, right now. Continuing on from our last podcast where we discussed the leading political, economic and social issues facing our country, we talk about technology, legal and environmental issues. But this time, we bring in perspectives from our global partners from the ECCO International Communications Network. Privacy, data security and climate change are key items on all our agendas.

In this edition of the #IMPACTInsights podcast. Nicole and Frances look at the key issues and trends we are seeing in 2022 compared with 2020.

In the first IMPACT Insights Podcast for the year, IMPACT's CEO Nicole Webb talks to behaviour specialist, Kris White about behavioural challenges and opportunities facing businesses and brands in 2022.

Australia is opening up again after the COVID-19 pandemic! Join Nicole and Fry as they discuss the challenges and opportunities for businesses and consumers in a post-lockdown world and why empathy is more important than ever.

IMPACT's dynamic duo are at it again, this time shooting the breeze about the Australian Government's approach to encouraging its citizens to get vaccinated. Listen to Nicole and Frances' latest podcast here

A totally unprepared Nicole joins Frances to talk about the world of marcomms and eyeballs. A digital and social led trend they've witnessed over recent years is the strong shift towards lead generation and sales activation marketing over brand building and brand equity marketing. Frances says 60% of a marketing budget used to be spent on brand building and 40% on lead gen. Although some brands leaned into purpose and ‘we've got your back' sentiments through the pandemic in 2020, the percentage split is not what is used to be and brands will be all the poorer for it.

Recording their first podcast together in person, IMPACT's two amigos (CEO Nicole Webb and General Manager Frances Dwyer) shoot the breeze on what's making headlines and why it's getting harder for brands to get cut through when wasps and exploding pressure cookers take up all the airtime.

The gender pay gap, lack of female CEOs on ASX-listed companies, under representation of women in parliament, and the impact of the pandemic are just some of the topics IMPACT’s CEO Nicole Webb and General Manager Frances Dwyer discuss in the lead up to International Women’s Day.

How long does it take consumers and stakeholders to forgive when you’ve done something the wrong thing?In this episode we look at the ‘bank of goodwill’ and which brands have enough cache to ride out the storms of 2020.For further insights, you can check out our CEO’s deep dive on the topic, in her latest article here: Can brands be forgiven? | IMPACT AgencyDon’t forget to follow and leave a review on Apple Podcasts!

CEO, Nicole Webb, and General Manager, Frances Dwyer are back for one last chat in 2020. Join their chinwag as they reflect on the year that was by asking 4 questions – What did I learn this year? What were my biggest failures? Did I allow myself to say “I don’t know’? And What will a successful 2021 look like for me?

Ever wondered what CEO, Nicole Webb would do if she was Prime Minister? This week Nicole and General Manager, Frances Dwyer, discuss Australia’s future as innovators, including IMPACT’s tips to stay nimble and relevant in uncertain times.Don't forget to leave us a review on Apple Podcasts and subscribe wherever you get your podcast fix!

September appears to be 'sorry' month with US talk show host, Ellen, apologising for the show's workplace culture, while embattled journalist, Miranda Devine, said sorry ahead of her defamation settlement. Both fell flat.This week CEO, Nicole Webb, and General Manager, Frances Dwyer, discuss the anatomy of a true apology.You can find a list of all our sources below:https://brenebrown.com/podcast/harriet-lerner-and-brene-im-sorry-how-to-apologize-why-it-matters/https://www.bbc.com/worklife/article/20200512-why-weve-been-saying-sorry-all-wrong

Feeling reflective? Our CEO, Nicole Webb, and General Manager, Frances Dwyer are. This week they look back at their crystal ball predictions for 2020 and see how things have panned out so far.From politics, to social behaviours, have Frances and Nicole seen what was going to happen next all along?Don't forget to follow and leave us a review on Apple podcasts!For a copy of the predictions email the IMPACT Team on impact@impactagency.com.au

IMPACT CEO, Nicole Webb and General Manager, Frances Dwyer discuss the role of the CEO, and their frustrations with a lack of presence from many CEOs.From what CEOs should be doing and how taking a stance will have a positive flow on effect to some surprise little friends, this episode has it all.Don’t forget to leave us a review on Apple Podcasts and drop us a line anytime at info@impactagency.com.auYou can also find the blog Nicole talks about at https://impactagency.com.au/ceos-missing-in-action/

In this episode IMPACT CEO, Nicole Webb, and General Manager, Frances Dwyer chat about the changing media landscape, pondering how and where we will get our news from as so many trusted media outlets close down.Will we turn to Facebook community groups to be our source of news? Are we staring down the barrel of a future of misinformation?

The IMPACT Agency CEO, Nicole Webb, and General Manager, Frances Dwyer, sit down to discuss #isolife, the current communications landscape and how brands, businesses and people are reintegrating in a COVID-19 world. From learning to work from home, brands who have succeeded in their communications during the pandemic, to the recent black lives matter movement; nothing is off the table.

Lucy Coggan – Head of Engagement Marketing with BUPA and Dr Gwyneth Howell Associate Professor and Distinguished Teaching Fellow at Western Sydney University sit down with The IMPACT Agency’s, Victoria O’Neill.From navigating last year’s ball tampering scandal as a corporate sponsor to exploring the world of corporate rumour, Lucy and Gwyneth share their personal insights, experiences and learnings from the frontline of issues and crisis work.*The comments and views expressed in this podcast belong solely to each commentator, and not necessarily to their employer, or any other group or individual.

As human beings, we are surrounded by exponentially-increasing influences and choices every waking moment of our day. As marketing and communications professionals, it is vital that we understand the way in which human beings make brand decisions to create true moments of connection with our customers.Behavioural Economist, Kris White, and CEO of fintech disrupter Zuper, Jessica Ellerm, join #IMPACTinsights to sort the BS from the BE and discuss how an evidence-based approach is helping brands (and governments) in Australia.