Consumer and lifestyle brands: from fast moving to the slow movement.

In an afternoon session on day one of the World Public Relations Forum, top professional consumer communicators will dissect the new environment of consumer behaviour.

Join Samantha Allen, the agency director at Liquid Ideas, and Andrew Ure, the managing director of OgilvyEarth Ogilvy Public Relations, as they look into the future at that role communicators will be playing to influence consumers.

Consumer behaviour has changed dramatically over the past five years. With new online and mobile app technology, the collapse of traditional consumer buying priorities, coupled with the evolution of the new global consumer has created a new world for consumer communication.

Consumer brand loyalty can be built up and demolished in a heartbeat forcing companies to have intimate, meaningful and honest contact with their customers through a number of ‘touch points’ frequently.

How professional communicators operate and provide counsel in this new environment where communication has no borders requires new tactics, strategies and a constant eye on the brand reputation.

“As the architects and communicators of brands big and small, we are all irreversibly immersed in the ever-increasing worlds our consumers inhabit. Our always-on consumers demand always-on brands, and in turn, as communicators we strive daily to see around corners, with a relentless curiosity and eye for the new. For every trend, there is a counter-trend and for every truism there are endless exceptions.  In many ways the new era of consumer communications demands the old skills of listening, of striving for insight, of influence and of creativity – but recrafted in richly nuanced ways that inspire and connect with the micro and macro consumer groups of today and beyond.  What a fascinating time to work in our profession!” said Samantha.

Samantha’s global experience spans Sydney, London, New York and San Francisco, all with a focus on accountable, insight-driven ideas that influence consumer behaviours.  She recently joined Liquid Ideas to help lead the business through its evolution as Australia’s largest, fastest-growing PR and communications agency, working with Singapore Airlines, Carlton United Breweries, Kelloggs, Destination NSW and Kraft.

Andrew has over a decade of experience in strategy and communications in both the public and private sectors, with a particular focus on sustainability, climate change and community relations. Before joining OgilvyEarth, he spent eight years with the Australian Government, where he led negotiations for Australia in UN climate talks and chaired a working group of the Kyoto Protocol.

More information can be found at www.worldprforum.com or the World Public Relations Forum can be followed on Twitter and Facebook.