Hill & Knowlton battles to keep account after manager’s anti-Sensis tweets
PR agency Hill & Knowlton faces a fight to keep Telstra as a client after the agency’s Sydney general manager Fergus Kibble posted a series of tweets questioning the environmental credibility of its Yellow Pages directory.
Mumbrella understands that Hill & Knowlton has been one of about five agencies on the Telstra PR panel, carrying out individual projects.
Among the telco’s companies is Sensis, which owns the White Pages and Yellow Pages phone directories.
The print editions are generating increasing public disquiet over the environmental impact of printing so many copies despite many consumers switching to online search. Sensis this week said that annually the directories generate about 175,000 tonnes of carbon emissions.
Presumably overlooking the connection between client Telstra and Sensis, Kibble went on a three week Twitter campaign against the unwanted “dumping” of print editions, including posting images of abandoned copies and inviting others to retweet his message.
His postings began in December, with his final tweet on the issue in mid January. He tweeted:
“Why are Sensis still delivering phone books? They should be delivered only by request.”
The next day he tweeted a phone number that people can call to ask Sensis to stop delivering the books, urging his followers:
“Save some trees”.
Despite being sent a conciliatory tweet from a Sensis representative, Kibble went further again, posting online a photo of a pile of abandoned Yellow Pages. He even urged his followers to retweet his message, saying:
“Sensis should stop dumping unwanted books. Retweet for opt-in phone books in 2010.”
A few days later he tweeted a second image.
At the time Kibble listed himself in his Twitter profile as GM of Hill & Knowlton Sydney. He has since deleted that description and amended it to: “The views and opinions expressed here are personal and do not reflect those of my employer or any of our clients.”
He has also deleted the anti-Sensis tweets. However, they were cached on Google and are reproduced above (click on image to see enlarged version). Kibble’s Twitter profile is now locked and has not been updated for more than three weeks.
But at the time of posting this article, his Twitpic of the abandoned Yellow Pages and the further one he posted two weeks later both remain live.
Kibble’s timing could not have been worst with Sensis this week embarking on a major PR drive to persuade the public that its directory business is environmentally responsible. Yesterday Sensis announced that it has started offsetting its carbon emissions. It also claimed that 96% of its printed editions of its directories are recycled or reused.
Hill & Knowlton CEO Michelle Hutton did not return Mumbrella’s many calls. When we called the agency’s switchboard and asked to speak to the Telstra team we were told the entire team was out. When we reached Kibble on his mobile he declined to discuss the matter.
Although the WPP-owned agency is rumoured within the industry to have been fired from the panel, Mumbrella understands that Telstra has not taken this step. However, we were unable to find any evidence of the agency actively working on projects for the company either although a number of other PR agencies are currently carrying out work for the telco.
Sensis referred calls to the Telstra corporate affairs team which said in a brief email: “We don’t comment on our commercial arrangements with suppliers or contractors.”
Ironically, last September Kibble gave a presentation on the best ways for brands to use Twitter in which he told delegates: “In this space in particular we tend to go towards the negative that something terrible’s going to happen, but also really good things can happen as well.”
During a previous stint on Telstra’s roster, Hill & Knowlton found itself in the firing line after inviting bloggers to a Telstra event, then withdrawing the invitation.
Before joining Hill & Knowlton in November 2008, Kibble was marketing manager at Yahoo7 for 10 months. Prior to that he was a marketing director in Unilever’s beauty division for three years.
It is not the first time that intemperate tweeting has caused issues for PRs. Last year, James Andrews, a VP at PR giant Ketchum Communications in the US, got himself in hot water. He tweeted that he would die if he had to live in Memphis, the home town of his client FedEx, who he was visiting. The client was oputraged by the tweet and issued the agency with a public dressing down.
And last week an Ogilvy staffer apologised to SMH columnist Miranda Devine after saying on Twitter that she hated her.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Very amusing really. I pity these people’s grand kids. They will forever be told “now don’t forget, you must always think before you tweet”
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I hope Kibble carbon offset his tweets.
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So the poor guy gets in trouble for having a valid opinion? No wonder everyone in marketing are sheep.
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Are these so much anti-sensis tweets as pro-green ones?
If it’s true that Telstra is acting against them, just goes to prove that nothing changes there, and the company is still overly precious.
I’m no greenie, but his right: phone books are a complete waste.
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Storm meet teacup.
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Foolish possibly, but he has a point. The only thing these books are used for at home or in the office is to raise up computer monitors.
Telstra could spin the whole issue to the good by doing as he suggests, and making them opt-in.
Otherwise if they fire him, they’ll be perceived as (a) not bothering to address the problem (b) oppressive of legitimate criticism.
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You might say he’s biting the hand that feeds him, but he has a fair point from an environmental perspective.
Maybe there are better places to don your eco-gloves, such as opening a private narrative with his client and trying to influence their directory distribution strategy. Maybe he doesn’t care or just didn’t know.
I’d give him the benefit of the doubt.
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HA ha ha, and they offer services in ‘Online Communication’.
regardless of the content, what an amateur move.
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My last lot of shrink-wrapped Yellow Pages were delivered in a white plastic supermarket shopping bag – the only way to make it more environmentally unfriendly would be to staple a dead baby harp seal to it…
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What a twit!
Watch what you tweet.
We’re watching you.
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I am not very impressed with H+K’s crisis comm strategy. CEO not returning calls, MD providing ‘no comment’.
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Sensis will never use “opt in” that would cause an INCREDIBLE loss of supply/readers and obviously HUGE loss of revenues.
We talk often about the fall in readership of newspapers but those numbers are nothing compared to the fall in use of the printed yellow pages.
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This is actually a very clever viral campaign for Sensis’ new
“Opt in for your phone books” – Campaign
I hope
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His pictures don’t even need to tell a thousand words. One word will do – how about “waste”. Get with the programme Sensis…time to evolve. Couldn’t agree with Fergus more.
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Good work Fergus – nothing makes me more angry than when I have to lift the unwanted phone book thrown onto my garden, turn around and put it staright into my re-cycling bin, every year.
Advertisers should be paying less than half their rates – I’m tipping at least 50% of the annual phone book delivery end up in waste still in their plastic wrapping.
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How dare the PR lackeys of the world have an opinion or an original thought. Shame on you for disrespecting the masters.
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The Yellow Pages print directory arrived at my block of units around 3 weeks ago. So far, out of 9 directories; none have been picked up. They are all sitting there…
I was considering using one to prop up a pot plant in the entry hall, which needs a bit more height, however I passed. Perhaps I should mould them into a sofa for the entry hall…?
If I set up a business, the printed Yellow Pages would be one of the last marketing areas I would consider for my marketing.
It is funny, because I received an email from a Sensis employee and at the bottom it reads: “Sensis cares for the environment – think before you print.” – that is like the charity box I saw, which was selling cabdury chocolates to help children with juvenile diabetes… There are so many evidently insane people on this earth abnd companies like Sensis, simply take advantage of these simpletons(.)
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Previous posters name should have read: Fergus is my hero…
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I agree with Dan – H&K could have handled this much better.
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Can I be the only who finds that going to the bookcase, pulling out the wrong volume of the Yellow Pages, putting it back, getting the right one, flipping through several different sections to find the right listing — all that is quicker and more efficient than trying to use Sensis’ online Yellow Pages?
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Appears to be a few assumptions/questions re Yellow Pages worth clarifying:
– on average 4.6m people use a Yellow Pages Book each week (source: Roy Morgan)
– plenty of choices how you access Yellow Pages (print, online, mobile, over the phone, Google Maps, Bing Maps etc) which is why we provide the choice to not receive a Book (call 1800 008 292)
– also working hard on the sustainability front with Yellow and White Pages print and online now carbon neutral. More here http://about.sensis.com.au/Sus.....te-Change/
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– on average 4.6m people use a Yellow Pages Book each week (source: Roy Morgan)
I use mine to prop up a bed in our guest bedroom. The leg broke and 4 or 5 yellow pages is just the right height. Count me in with the 4.6 million. 🙂
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Sensis will defend the indefendability of their print version to the cows come home (lack of trees). I had a stoush with them in the pages of another media journal early last year when I wrote about the death of the phone book. Their Roy Morgan figures are fudge as are their online stats. Try comparing straight Google searches and see where they figure. Also check with Hitwise and see what their numbers actually are. It’s incredibly poor corporate citiizen of them to continue printing and distributing these books without a public and well publicized opt out.
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So, Steve from Sensis; you think that a quarter of Australia’s population each use the Yellow Pages printed directory every week! Mate, are you living in the real world?!! – That is scandalous(.)
9 units in my apartment block have not picked up their free copy and it has been lying on the floor for the last 3 weeks. There is a variety of society living in these apartments, young and old – nobody wants it.
Sorry mate but I just cant believe your stats. What was this ‘research’ that was carried out? Was it a survey that was inserted into last years printed book…?
76% of statistics are bs. Stevo – wake up mate…
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Can Sensis explain how going ‘carbon neutral’ (a flaky concept in itself) actually compensates for huge swathes of forests being cut down?
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New low in reporting… all rumour and an attempted character assasination. Even if you are right, it’s interesting that, as a writer you seem to be siding against free speech…
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Where’s the character assassination?
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Hi Amateur Journalism,
Which bit is “all rumour”? As you’ll see above we managed to recover the deleted tweets and images.
I’d disagree with you about character assassination. I’m sure Fergus is a very nice man, but I don’t actually know him.
We’ve made no reference positive or negative to his character.
Cheers,
T
im – Mumbrella
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@Steve@Sensis :
“also working hard on the sustainability front with Yellow and White Pages print and online now carbon neutral”
Which Greenhouse Friendly(TM) offets have been purchased? Couldn’t see details on the webpage linked to.
“To achieve carbon neutrality, from February 2010, we will offset the carbon generated during the lifecycle of our Yellow Pages® and White Pages® print and online directories using a range of Greenhouse Friendly™ accredited offsets. Details of the offsets will be posted on this site when purchased (as required by Greenhouse Friendly™ timelines).”
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Would YOU continue to pay someone that spoke negatively about your product/s publicly for no reason other than to clock up some tweets? And please don’t tell me this is an attempt to save the environment .
Insulting to say the least.
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Isn’t his job to get PR? – seems to be working.
Agree – if my agency said ‘yes sir’ to everything I said then we’d have issues. I respect people more who tell the truth – whether I choose to listen to their opinion is another matter.
Is it a coincidence that anonymous comments are haters ??
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Yellow Pages have (had?) a page online where you could opt out of yellow pages delivery. I filled it out last year, but they arrived on my doorstep same as ever. #fail
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Steve@Sensis, please supply the link where I can opt out. I’ll forward it on to all I know as will most readers of this thread. I can see a large circ drop for next year.
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Me too – I opted out of getting the yellow pages…and yet I found TWO sitting on my front step.
I assumed my ignored opt out was simply a way to keep circulation up and the cost of managing opt outs / distribution down.
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Chris – it’s about offsetting the carbon emissions produced
Fergus My Hero – the research is Roy Morgan, benchmark media industry research
Kristian – as per the Greenhouse Friendly Program guidelines, we will buy offsets and publish at the end of the current FY.
Jimbo – easiest way to opt out is to call 1800 008 292
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Steve@Sensis
1. I don’t mean to be picky, but you claim that Yellow Pages etc is “now” carbon neutral… and then seem to imply that the offsets have yet to be purchased.
2. http://www.yellowturningblue.com.au/ data seems to contradict yours. So, who do we trust!? Two vested interests offering “independent” data, apparently using the same research group for (part) of the research, yet one is claiming that the product is relevant and useful and the other saying that there is a huge trend away from the product. *shrugs* just sayin’.
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Fergus Kibble’s environmentalism is admirable, but his instincts as a senior level marketer are shot. Twitter is the ultimate litmus test of a person’s tact and approach. Fergus – acid.
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Steve from Sensis: Please can you supply a link, which enables people to unsubscribe to the print directory please.
Savvy Social Networking people: Can somebody please set up a Facebook Group to broadcast to one and all to unsubscribe to the printed Yellow Pages directory?
If Sensis are going to hide behind shoddy statistics and waste enormous amounts of paper and printing and advertisers money, lets get that directory off the streets ourselves.
When you have set up some groups – can you post a link please?
Ta
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Hi Steve,
Core data stats commented on in today’s SMH: http://www.smh.com.au/national.....-nkxg.html
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“He has also deleted the anti-Sensis tweets. However, they were cached on Google and are reproduced above (click on image to see enlarged version).”
Yup. What happens on the internet, stays on the internet.
Forever.
Kate
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they make good door stoppers
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I love it how everyone thinks printing paper is bad – does anyone actually know how bad it is for our environment each time you perform a Google search?
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The yellow Pages are doomed.
They are like some massive duck billed dinosaur who has wandered into a tar pit.
It will thrash wildly. It will bellow and scream sensing its own doom. It will lash out furiously as it is trapped and sinking.
Slowly is sinks. Its fossilised remains will inspire the curiosity of small children and future palaeontologists who will tell disbelieving friends and professional acquaintances at dinner parties stories of the ancient dead beast. “Wow” they will say, “It really had a beak and feathers?” He will smile knowingly as they continue”I can’t believe such a thing would survive as long as it did”. Someone will pour another glass of chardonnay and the palaeontologist will get pissed and flirt with the host’s wife. Impressed by his authority she will blush – women like that are sexually curious.
It’s a social media strategy. It has to be. And genius too – if not for the whole Telstra elephant being paranoid and thick skinned. Then again, when the tar is rising around you you’re bound to be defensive.
There has to be a back story in this: investigate Tim. Rise to the moment. The distant trumpets are calling you. Rise Tim.
Who is advising H&K? They have no digital common sense. We all know they are worried that they too are dinosaurs. It has to be one of you digital folk.
But who?
Who has tar and feathers on their pelt?
Who is leaving black sticky footprints.
X
Lavinia.
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@Steve@Sensis – Sensis’ opt-out service is next to useless!
Each year my block of 7 apartments gets twice as many Yellow Pages books as there are apartments in the block. I rang 1800 008 292 last year, told them about the excess books, was told all they could do was take me off the list (powerless to do anything about the delivery of too many books).
This year, what happens? We get 15 books! 13 of them are put straight in the bin.
This is an environmental travesty (I shudder to think of the huge resources involved in publishing and then recyling the damn things) and an affront to anyone with access to Google – and all so you can con advertisers with your false readership figures. Shame on you Sensis.
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@Green Man – You’ve piqued my interest. How bad is it?
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At no point do you actually substantiate your headline, Tim… not from Telstra or the PR agency. Regardless of its truth, you quote no verifiable source. Lack of project work does not constitute a firing. Hence Amateur.
Instead you go on a long description of a person and activities in replacement of having story to back your claim(and for the record, former client of mine from yonks back so no vested interest here.)
I fully support your right to free speech. A shame you could not have adopted the same supportive attitude. Am a faithful reader, so just disappointed really that you don’t back up your stories properly… Its a small industry, and people gossip… you’d be best to rise above…
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Hi Amateur,
We actually say the opposite:
“Although the WPP-owned agency is rumoured within the industry to have been fired from the panel, Mumbrella understands that Telstra has not taken this step.”
And to repeat my previous question to you: what character assassination are you referring to?
Cheers,
Tim – Mumbrella
Wouldn’t normally rub salt in anyone’s wounds but saw this at the bottom of my street this afternoon and it had to be shared….too funny. Telstra phone connection pit has had ‘men at work’ sign and barriers around it for a month due to soil erosion and then today I find this! I’ll start the gags: Recycled landfill……
http://www.luxurymarketing.com.....dfill.html
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surely there’s a tumblr site of pics of what to do with your unwanted yellow pages? If not, someone please start one.
Julian Cole posted a twicpic of phonebook carvings a week or so back..anyone?
With the heat, the doorstop is the main use at mine… that and a test of strength
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@Green Man – However when you make a Google search you are actually using the carbon footprint. The printed directories that are still scattered in my stair well in our block of units are all going straight to refuse… BTW Google is buying up solar energy projects left, right and centre – watch em plug some of their power back into the ‘grid’. Dont get me started on the ‘grid’ 😉
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What!someone apologised to #wwmd ? WHY! I don’t recall that method of hate ever apologising to anyone for her bile!
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Surely no-one can defend the compulsory delivery of piles of paper wrapped in plastic is a good thing?
Unless you want to inflate your distribution numbers?
Which is why businesses are paying inflated prices for advertising and have been for years.
Maybe they could recycle the yellow pages as sandbags to prevent the flooding in QLD?
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they make good door stoppers
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