Story of how lobbying stopped the mining super profit tax among topics revealed for CommsCon
The organisation behind one of the most famous policy campaigns of the decade is to share the story of how it successfully overturned government policy.
Jonathan Hawkes, director of public affairs at the Minerals Council of Australia, will be part of a session at Mumbrella’s CommsCon conference next month, examining how lobbyists campaign for or against a bill.
The Minerals Council of Australia, which is funded by Australia’s mining companies, went into battle with Kevin Rudd’s Labor government in 2010 after it announced the Resource Super Profit Tax. The high profile campaign, which included above the line advertising as well as direct lobbying, successfully changed public perceptions of the tax, and contributed to the replacement of Rudd by Julia Gillard as Labor leader.
Other CommsCon sessions announced today will look at what the PR industry can learn from behavioural advertising and what the industry needs to do to compete against creative, media and social agencies.
In the lobbying sessions, Hawkes – who has been with the Minerals Council for two years after his previous role as head of digital media for the Liberal Party – will also talk about more recent campaigns. He will talk the audience through the steps advocacy groups should take to fight, or encourage, legislation.
Hawkes: Mining lobbyist
The day will also offer lessons on behavioural advertising with FleishmanHillard’s Stuart Terry and TBWA’s Annabelle Rogers examining how the world’s of PR and media collide and what PR can learn from behavioural advertising to create smarter PR strategies and ideas.
Annabelle Rogers to present on behavioural advertising
Another session will examine the ongoing landgrab by the likes of media, creative and social agencies with Spectrum Group’s Ben Shipley examining how the PR space can better capture more of the marketing wallet and compete against other disciplines.
Ben Shipley to present on what the PR world can learn from KungFu Panda
As previously announced, the CommsCon agenda will also see a panel, featuring Ad Standards Bureau CEO Fiona Jolly and adland lawyer Stephen Von Muenster, discuss the new AANA guidelines on influencer marketing and how to avoid breaching them.
Jolly and Von Muenster will be joined on the panel by The Insiders founder and director Victoria Jones and Scrunch CEO and co-founder Danielle Lewis.
Victoria Jones will discuss how the AANA influencer guidelines will work
Meanwhile a separate panel will look at what is coming next in the influencer space. Tribe’s Jules Lund, Olympus Australia’s Kristie Galea and Poem’s Matt Holmes will be joined by Edelman Australia’s head of content Pauline Linton.
Pauline Linton to debate future of influencer marketing
CommsCon will be opened by one of the world’s foremost experts on the the meeting point between communications strategy and technology, Faris Yakob.
Faris Yakob is to open the conference
Yakob, author of the book ‘Paid Attention: Innovative Advertising For A Digital World’ and author of ‘Genius/Steals‘, has previously held major global roles, including chief technology strategist at McCann Erickson and digital strategy and creative director at Naked Communications.
He will share with the CommsCon audience his strategies for how PR and communications practitioners can gain consumers’ attention in a cluttered social media landscape and why digital is the perfect space for brands to understand their consumers.
Yakob will talk through hacks for brands and communications agencies to defeat audience’s attention deficit disorders.
CommsCon will welcome back One Green Bean founder, Kat Thomas, who will close the day with a presentation on the 10-year journey of the market-defining agency she founded in Sydney and has since launched in London.
Kat Thomas will guide audiences through One Green Bean’s 10 year journey
Having spent her early career in London, Thomas’s innovative, headline-grabbing PR shook up the Australian market when she launched One Green Bean in 2007.
Having since returned to London to launch the agency – now part of Havas – in the UK, Thomas will share the latest trends she has observed since returning to the world’s capital of public relations thinking.
The conference timetable is now available for attendees to start planning their day. To book tickets and to look at the program click on the banner below.
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