GPY&R sex scandal story may be a beat up but it still has implications
So is this morning’s expose of the online activities of GPY&R a beat-up? Of course.
But for anyone working for an agency that does work for any organisation or brand that might get into controversy it still has implications. If you say or do anything online you may get dragged into the spotlight.
And the filter won’t be whether you do or say anything outrageous – it will be whether you do or say anything that could be turned into a story by a tabloid paper.
In this case, much of the story’s weaponry comes from Tiphereth Gloria’s Tumblr blog. For those unfamiliar, Tumblr is often driven by reposting stuff that you like or amuses you. In some ways it’s a glorified Facebook ‘Like’ button. But reading today’s News Ltd story, a casual reader would assume the contents of her Tumblr blog – “images of women in compromising situations, pornographic photos and other material” had all been created by her.
For Zac Martin, i’s an even tougher one. I’m sure one of the reasons he got the job at GPY&R in the firts place was by being interesting – and engaging – online. (Thankfully, the journalist didn’t uncover Zac’s splendid Cumbrella spoof of 2009). It’s probably not reasonable to expect him to stop having a personality once he’s on staff.
But that’s not the game.
The Skype scandal was a big story. The moment GPY&R was called in to conduct a review (some would say that looked like something of a cosmetic PR exercise, but that’s another story altogether), it was part of the story.
And the journos went hunting.
And of course everybody who is active on social media leaves a footprint that out of context will make a great story.
I can think of plenty of people in big jobs, who could be turned over tomorrow if they got unlucky. Senior people. Marketers and corporate comms people in big roles.
If you’ve got a corporate job, and are on social media, this demonstrates: it isn’t about whether you behave reasonably – it’s about how your behave could be presented through a tabloid lens.
I hope GPY&R doesn’t sacrifice any of its staff over this one. This could have been almost anyone.
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
Too true, Tim and I hope that general consensus of the public goes with your idea. This kind of thing really gets takes the jam outta my donut.
Sure, we need to be careful of what we do and say for all sorts of reasons (and, even though many argue that once it’s on the net it’s there forever, isn’t that the way it’s always been?).
However, if every time you turn this way or that – heaven forbid, try to show a little of the personality that makes us all unique – you’re going to get creamed, then isn’t the risk that there’s no risk? We all become robotic, automated, dumbed down, unimaginative, unopinioned, uncreative?
Some guys made some very big errors in judgement at Duntroon but does that mean that everyone with any level connexion can be or should be implicated?
I’m really quite disturbed by the loss of context in order to make a lot of these so-called investigative stories (particularly where online is a factor).
I’d venture that everyone (not just some) in the marketing and media space (as well as outside it) should get more security locks on the skeleton closet if the premise of this News story is mainline.
User ID not verified.
Totally agree Tim – it’s an almighty beat up.
This industry demands that we be ‘cutting edge’, ‘thought leaders’
provide ‘breakthrough thinking’ etc etc.
Yet the minute someone puts something slightly edgy out there, the media burst into flames.
As if they are in position to judge. Has anyone checked out the crap that passes for news on their websites? Talk about hyporcrisy.
The stuff Tip posts is interesting, quirky and funny. Not quite in the same vein as posting videos of people having sex (consensual or otherwide) online.
User ID not verified.
I think these ‘social media’ experts over at GPY&R have once again demonstrated the real depth of knowledge to be found in traditional agencies.
To start with what the hell is the ADF doing giving an advertising agency a project that is all about good Corporate Governance and the implementation of processes and protocol?
GPY&R demonstrated their interest and commitment to good Corporate Governance – well done ! A PR disaster for the agency and questions raised about the relationship between the agency and AFD.
Besides the fiasco rolling out as a lead story in Saturdays prime time TV news bulletins – the CEO then defends with something along the lines about what staff do in their own time is their business. Wow – all those Top 100 Companies putting social media best practice ( in and out of work) protocols in place must be wasting their money I suppose.
An advertising agency is an agency that does advertising…..just because there is a buck in digital and social media doesn’t entitle ad agencies with next to no knowledge a chunk of the pie.
User ID not verified.
‘edgy’
Are you serious? This isn’t a class of being edgy. The organization was contracted to do a review into shocking practices of social media usage.
‘tip’ needs to consider if she would feel comfortable getting up and speaking about how the adf should clean itself up (that’s what thereview is for), this isn’t about being edgy and cool.
User ID not verified.
If what staff do on their own time is their own business, than what about ex-staff on their own time?
The social media review at Defence was triggered by the Facebook page of an ex-ADF staff member.
In any case I agree with Peter. Traditional advertising agencies in Australia are lousy at social media. It’s not about ‘shock’ to achieve cut-through, it’s about building lasting brand value through discussion.
Traditional ad agencies are all about the moment, not about the lifespan, and remain, for the most part, too arrogant, clannish, self-centered and awards-focused to really engage the community in meaningful ways.
Defense made an understandable choice, GPY&R was the low-hanging fruit with an existing contract with Defense Recruitment. However, like many other low-hanging fruit, they were low-hanging for a reason – and not a good one.
User ID not verified.
I think the broader issue lies in today’s culture. There is a general erosion of decorum, discretion and self censorship. We live in times where sex scandals and bullying videos are considered hilarious, where thousands of people audition for reality shows that publicly magnify their flaws. Others aspire to the unrealistic augmented images of celebrity. These are also times of blame and no personal responsibility.
In my work assisting clients with Social Media, the first step is always to establish governance. Employees do need to be made aware of what is appropriate online behaviour, because what they post is a reflection on the company. And that is regardless of any disclaimer they may include.
All military work on a ‘need to know basis’. Increasingly this is becoming relevant socially as well. Thanks to their exposure to controversy, the US defence forces have extensive social media guidelines for members, including specific examples of what is unacceptable to post online.
It is now also common to create guidelines for social media moderators to assist them in navigating the cultural minefield that community generated content throws up.
Those immersed in social media are aware that it comes with a level of etiquette. But many positioning themselves as expert in this area are young and perhaps naive to what constitutes dignified professional behaviour.
Society has laid bare everything through mass media, easily generated content and internet access. So if you don’t wish for your private life to be scrutinised, then you must have completely private social accounts with no public access.
In my experience, behaving with dignity equates to more professional gravitas than baring all.
User ID not verified.
Jane you are a phillistine.
User ID not verified.
and jane, your linked-in has the word ‘porn’ on it.
User ID not verified.
Tip’s personal brand is stronger than GPYR’s, and it’s obvious this has directly caused most of the problems. In the early days of social media, those who shouted longest and loudest had the most chance of getting hired. Now it appears that hiring strategy is flawed.
Tip would do well to clean up, shut up, and start working on the GPYR brand and those of the clients paying her wage.
User ID not verified.
i’m not at GPY&R and i made those statements above (7 & 8). so from one anonymous to another, stop ASSuming. i hope you eat your words when news.com.au gets roasted for unethical journalism on Media Watch and maybe even in a court of law…
User ID not verified.
Hurrah for storm in teacup scandal. Hooray for subsequent comments.
I say sit back, relax and grab appropriate snack of choice.
It was time for a good one since the Warburton thing died down.
User ID not verified.
If the tabloid press comes after anybody with a significant social media output they’ll find something that could be escalated into as story, whether fair or not.
User ID not verified.
another example of the advertising industry continuing to learn about PR – the hard way – brought to us courtesy of social media
User ID not verified.
EXCELLENT article Tim. I love your writing style
User ID not verified.
Jane’s comments are completely valid. Perhaps the name caller should grow a pair and stop hiding behind “anonymity” so readers can assess whether your name calling is based on some other agenda or not!
User ID not verified.
I’m new to Mumbrella. Loving it, btw.
Bit concerned about this capacity to post using any name you want (even anonymous). Reckon it should be more like Letters to the Editor. Put your name and email to it or rack off.
Regarding Soc Med, I’ve always found that the best test for stuff I’ve posted is “could I wear this on a t-shirt walking into a meeting?”
There’s no such thing as context for stuff like this.
Angus Smallwood
User ID not verified.
Pete we know your agenda. But sorry to say you are flogging a dead horse.
The skill sets needed to strategise and analyse how social media can be used for marketing and how government and corporates should manage it can now be done by any number of specialist communication agencies – big or small.
There is no story here. You don’t need to hand in your personality or life at the door if you work for a company like GPY&R, in fact the more interesting and outspoken you are – the more your clients will benefit.
User ID not verified.
‘Phil’ when you write your paper on best practice and responsible use of social media for the ADF can you include on page 1 – NEVER post anything late at night and after a few wines!….seems you are guilty of both here ‘Phil’
Yes you are right, a number of specialists out there can strategise and analyse how social media (SM) can be used to market and how SM can be used to develop a stronger customer relationship through engagement and inclusion.
Well considered SM campaigns can benefit a client in terms of additional sales,loyal repeat customers,product enhancement and improved customer service and response.
Additionally but separately other specialists can advise clients on how their staff can use these new media responsibly.
‘Phil’ – it’s just that your not one of them.
User ID not verified.
Let it go Peter – you’ll feel better if you do….
User ID not verified.
Tip has replied: http://www.digitaltip.com.au/i.....d-context/
User ID not verified.