PRIA Vivid Ideas Event: Shaping Hearts and Minds - Brand Purpose, Values and Aspirations

Special thanks to our Principal Sponsor:

Brands are increasingly standing for social issues. We are seeing an intersection between brand purpose, values, consumer aspiration and consumption. Consumers are demanding purposeful brands that stand for something bigger. They want to use their consumer dollar to make a real contribution to social issues or cultural change. Have values and social capital merged with consumerism, or is this the new way to make real change?

What shapes public opinion, drives aspiration, inspires change? How do organisations include aspirational positioning into their DNA, and what is needed to deliver on true brand purpose? How do we authentically communicate values based positioning, and what does it take to shape hearts and minds?

We have asked some of our brightest minds, aspirational brands, market disrupters and change agents to give us their insights into how they balance commercial interests, social issues and brand purpose to drive meaningful engagement and real change.


Kieran Moore (Host)
CEO of Ogilvy PR Australia and CEO Public Relations and Public Affairs WPP AUNZ

Kieran is currently the CEO of Ogilvy PR Australia and CEO Public Relations and Public Affairs, WPP AUNZ. As CEO of WPP AUNZ, Kieran oversees 19 WPP agencies across the Group’s public relations, public affairs, and government relation agencies.

Prior to becoming Ogilvy PR CEO, Kieran was the managing director of Howorth, Ogilvy PR's largest business for eight years. Before that Kieran she was in London for almost 14 years serving as board director and shareholder of London-based Firefly Communications for eight years which had offices in England, Scotland, France and Germany.

As well as the operations for the WPP AUNZ PR & PA companies, Kieran is actively involved in client campaigns and advises at the most senior level. Her teams have won more than 30 international awards for client campaigns and over the years she has been named twice as one of The Australian’s top 10 Women to Watch.

She is an active campaigner for gender equality in the workplace and donates her time to a number of social justice organisations both here and overseas.

Kieran is a Fellow of the PRIA, a business mentor to small Australian organisations and in 2015 joined the worldwide Board of Ogilvy PR.

Luke Baylis
CEO & Co-Founder, SumoSalad

From his time as a chef at Ayres Rock and throughout his American travels, Luke Baylis has been on a culinary journey. While living in New York he noted that super-sized portions, fast food and fries with everything seemed to be the norm for most people. In fact, Luke himself gained a good few extra kilos, which was when he decided enough was enough. This sparked a passion to provide healthy food for busy people on the go and to showcase the quality produce that Australia has to offer.

On his return to Australia Luke and his business partner, James Miller, came up with the concept of a fast food outlet that sold made-to-order salads that were nutritious and packed with flavor but also fast to prepare and great value for money. SumoSalad was born!

The first SumoSalad store opened in 2003 on Liverpool Street in Sydney’s CBD and was an instant hit, with customers queuing out the door. This demand for fresh, healthy fast food that is also locally sourced led to rapid expansion for SumoSalad and stores can now be found in multiple locations around Australia, New Zealand, Dubai and Singapore.

Luke believes it’s everyone’s right to enjoy healthy food no matter what their circumstances are. As such, SumoSalad has actively joined forces with charities and local organisations, such as Vinnes, OzHarvest and community garden projects, which aim to make a positive impact on the lives of those less fortunate by giving back to the local community and making healthy nutritious food more accessible.

Karen James
Founder, CEO & Author, On Purpose Hub

Karen James is an entrepreneurial leader and motivator with deep understanding of change, community and connections – and how they build a better world. Just change is both a call to action and a way of getting there and is Karen’s mantra. Karen believes everything starts with purpose, big goals, and big heart so much so her debut book and accompanying mobile app, On Purpose, provides a formula to get everyone living life on purpose. We become who we hope to be, what we aspire to be and at the end of the day Karen challenge to answer yes to the question ‘am I living my life on purpose’.

Karen invites you to check out her web site,, Youtube channel On Purpose Hub, and LinkedIn profile karentjames for her credentials, customers, and other bits and pieces. Karen’s commitment to creating generational change in her family has steered the course of her life and is now igniting just change in everything she does.

Anthony Toovey
GM & Marketing Director Ice Cream & Hot Tea, Unilever

Anthony joined Unilever ANZ on the Graduate Program and has been there almost 17 years, having experience in both BD and BB, as well as Foods, HPC and Ice Cream. Anthony spent 3.5 years in BD launching the AXE brand in CEE – one of the most challenging experiences of his career, before returning to Australia to manage the ANZ Home Care business before moving into his current role.

Previous roles Anthony has held at Unilever include Marketing Manager/Director Homecare (+ Business Team Leader), Marketing Manager Deos, AXE Brand Development Manager CEE NAMET, Senior Brand Manager Spreads and Tea, Brand Manager LYNX, Assistant Brand Manager Magnum, Category Assistant Ice Cream.

Kristen Costandi
Public Relations Manager, ING Direct

Kristen is a seasoned communications professional who has managed public relations and communications programs for a range of national brands both from agency side and in house. As public relations manager for ING, Kristen is responsible for raising the profile of the challenger bank through integrated communications campaigns with a focus on consumer and lifestyle channels. Kristen develops storytelling and insights to make the brand as relevant as possible to customers and the broader community.

ING is a purpose driven brand that believes its role is to help people, communities and business get ahead. We believe all sustainable progress is driven by people with the imagination and determination to improve their future and the future of those around them. And that’s why we developed ING’s Dreamstarter progam, supporting community projects and socially minded entrepreneurs to grow and scale their businesses to create positive change and overcome community issues.

Wayne Burns
Director, The Centre for Corporate Public Affairs

Wayne joined the Centre for Corporate Public Affairs in 2005 following 20+ years in corporate public affairs, journalism, politics and publishing. Wayne works with corporations, public sector agencies and peak industry groups in Australasia and the Middle East, on a full range of projects that include best practice management of the public affairs function, structural reviews, issues management strategy, reputation measurement, stakeholder engagement strategy and corporate responsibility.

He teaches best practice CSR, reputation stewardship and stakeholder engagement and regularly writes for international journals and contributes to international forums on CSR, corporate community investment and public policy advocacy.

Wayne’s has held roles in rural journalism, business and political journalism for the Australian Financial Review, was press secretary for former Federal Employment Education and Training Minister and Treasurer (The Hon John Dawkins), as well as being a member of the national management committee and communications director for the Australian Republican Movement’s constitutional convention election campaign, the Convention on Constitutional Change and the 1999 Republic Referendum. Wayne has been editor and publisher at Fairfax Business Magazines, has held senior roles at NRMA Insurance and Insurance Manufacturer’s of Australia.


Date Tuesday 13 June 2017
Time 8.00am to 10.00am
Cost PRIA Members $59
Non-members $79

Museum of Contemporary Art (Harbourside Room)
140 George St, The Rocks NSW 2000

CPD Points 1

Please be sure to purchase your tickets early as seats are strictly limited and this event has sold out two years in a row.

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Event Location: Harbourside Room, Level 6, MCA - Museum of Contemporary Art
Registrations Open: 7th Mar 17 12:00 AM
Registrations Close: 9th Jun 17 11:59 PM
Price: AU $ 79 (Inc. GST)
Places Available: 20


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