YES Committee Media Statement - 20 July 1999

Advertising and research companies in place for official Yes referendum campaign

The Yes Committee appointed by the Federal Government to plan and coordinate the case for an Australian Head of State in November's referendum today announced it has appointed Singleton Ogilvy & Mather as its advertising agency and ANOP Research Services Pty Ltd as its research company for the campaign.

The chairman of the Yes Committee, Australian Republican Movement chair Malcolm Turnbull, said the agencies were appointed following an extensive credentials and pitch process co-ordinated with the Commonwealth Government.

"The task of selecting an advertising and research agency was very tough, especially considering the importance of the task of putting the case for change," Mr Turnbull said.

"Both these companies will form an integral part of the campaign, which is now in the phase of preparing strategies and building grass roots support via door knocking, public meetings, forums, mail-outs, participation in events such as shows and community markets and an active round of speaking engagements and media tours.

"Like any state or federal election campaign, heightened activity will begin a few months from the vote, and that is when, strategically, we will need to use intensely the talent and skills of ANOP and Singelton Ogilvy & Mather, both of whom have sophisticated and proven public information and campaign skills."

Mr Turnbull said an important point in the public's understanding of the republic issue will be when Parliament decides what question will be put on the ballot paper (the long title of the alteration Bill is still not known, so the question to be put in November is unclear) and the start of the Federal Government's official information campaign in August or September.

"Many Australians are still not sure what they will be voting about, and will naturally, as most research is showing, be unsure if they were asked today, of the choice they have to make. While we will have as much information out there as possible, we suspect that like many elections in Australia, a large portion of voters may not make up their mind until the last month before the vote."

"Most people will not want - and we cannot afford - an intensive five month high profile media campaign on this issue. But research does show that people are interested in this issue and want to get information in a timely and easy to access fashion, especially at the community and grassroots level. That is what we are working at now and ANOP and Singelton Ogilvy & Mather will assist us greatly with this strategy."

Under the Government's legislation establishing the Yes and No Committees for the republic (both sides receive $7.5 million in public funds), the advertising and research agencies cannot be engaged officially until July 1, 1999.

Television and mainstream advertising commissioned and paid for by the Yes and No Committees cannot be run until early October this year - one month before the referendum date, expected to be November 6.

Twenty-three advertising agencies were asked to present their credentials and of these, four agencies - Brown Melluish and Fishlock, Clemenger Sydney, Singelton Ogilvy & Mather and Pure Creative - were asked to pitch their presentations.

Nine research companies were asked to present their credentials, with ANOP the successful company. The selection of agencies was conducted within established Commonwealth Government guidelines.

Singleton Ogilvy & Mather reports it is one of Australia's top four advertising and communications groups which has built its success by creating advertising which works and by having a unique understanding of the Australian psyche. The Agency has some of Australia's most well known brands as clients including Qantas, Telstra, Tooheys and Arnott's.

With considerable experience in community communication programs including the Qantas share float and Childhood Immunisation campaigns for the Australian Government and the 1998 "Its now or never" Tax reform campaign for the Business Council of Australia, Singleton Ogilvy & Mather will apply the resources of a fully integrated communications agency to the "Yes" campaign.

ANOP has built its reputation on providing the winning edge in political, corporate and public education campaigns. As former adviser to the ALP, ANOP consulted on more than 50 state and federal election campaigns, achieving an unmatched record of nearly 70 per cent wins. The company retired from party politics in 1990 and in recent years has concentrated on strategic and campaign research for a number of major corporations, industry associations and arms of government.

The expenditure of Yes and No Committee advertising and research monies must be within guidelines still being developed by the Government, under the auspices of Attorney General the Hon Darryl Williams QC and Special Minister of State, Senator the Hon Chris Ellison.

Authorised by Malcolm Turnbull, Yes Committee Chairman, 60 Park Street, Sydney NSW 2000