Our fearless leader chats to Telum Media about who we are and how we make award-winning moments in History for our clients
What is History Will Be Kind and why was the agency founded?
History Will Be Kind (HWBK) is a new breed of communications agency, operating at the crossroads of public relations, social media and digital communications. With traditional lines blurring, businesses are consistently seeking a more hybrid offer. I wanted to develop an agile and multidisciplinary team that really catered to the evolving media landscape.
What is The Deepend Group and how does your agency work with the wider Group?
The Deepend Group is a leading independent, digital communications and innovation consultancy group. Its portfolio includes History Will Be Kind (Integrated Communications), Deepend (Digital), How To Impact (Innovation), and Nomad (Emerging Tech).
History Will Be Kind works with clients both independently and in collaboration with the wider group. As we are all under one roof, we can also tap the minds of some of the industry’s best and brightest across disciplines for our projects.
Another great benefit of being part of Deepend Group is our involvement in the Positive Change Academy. This is an initiative we created collectively with our partner agencies – an ongoing mentoring and professional development program to foster innovation and upskill all staff, supported by a significant cash investment.
You were MD of Weber Shandwick and are now Managing Partner of History Will Be Kind. What are the challenges and benefits of working with a smaller team?
I suppose I’m spoilt in keeping the best of both worlds. Being part of the Deepend Group has enabled us to enjoy the many positive aspects of a large business model with the agility of a boutique approach and freedom to create new ways of doing things. It can be challenging for a startup to stand out, but our approach to talent acquisition and retention means that in 12 months we’ve doubled headcount and are on track to do this again in the coming year.
Having held these senior roles in the PR industry, what do you think the industry needs to do to make sure it differentiates itself from the other marketing/communications disciplines?
As an industry, we talk a lot about integration across disciplines to deliver this holistic message for brands, and yet day to day we compete. Communications today is about creating cultural currency, building a consistent narrative through multiple platforms and devices. We each have an important place in the ecosystem and PR has a unique ability to drive authentic credibility and loyalty with consumers. To drive this, we need to harness the power of storytelling and articulate it in a compelling and consistent way across channels.
Most memorable campaign?
International Convention Centre Sydney (ICC Sydney). Working as an extension of the ICC Sydney in-house team, our unique challenge has been to underpin the marketing and communications activity of a $1.5bn venue that doesn’t yet exist to a raft of international and government stakeholders. Our scope of work encompasses PR, social media, and content creation, including co-creating the venue’s custom magazine Sydney Views. I’m incredibly proud of all we have achieved with the team at ICC Sydney so far, and excited for the next phase of our campaign as we begin the countdown to launch this December.
Where do you get your news from?
The usual suspects such as The Sydney Morning Herald, BBC and AdNews for general and industry updates. I also like to keep an eye on developments in digital and tech through SoDA and AIMIA.
Favourite blog or online influencer?
I’m a big advocate of podcasts and always try to listen to a couple in the morning while running. Season two of Startup is my current favourite.