KPMG launches social media advisory practice headed up by Greg Daniel and Louise Pogmore

Greg Daniel and Louise Pogmore, two of Australia’s leading communications practitioners, have been appointed to co-lead a specialist new social media advisory group at KPMG Australia.

Building on KPMG’s established social diagnostic, intelligence and advisory services, the new practice will help businesses to take advantage of the opportunities of social media whilst mitigating the risks. In particular, the practice will assist clients to analyse, influence and optimise customer conversations. Initially, the practice will consist of a group of eight specialists, with plans to grow the team significantly by the end of 2018.

Pogmore joins KPMG as a director from PR and social media agency One Green Bean, where she was managing partner. She has 20 years’ experience, and has held senior roles at leading PR, social media, communications strategy and creative agencies. She has broad knowledge across all channels, with a deep specialism in earned media. At One Green Bean, she worked on PR and social media strategies for clients including Woolworths, Meat & Livestock Australia, Jetstar and HCF. Previous roles include PR and social at The Hallway, and head of PR for Naked Communications and she also spent stints at leading global communications agencies Edelman and Porter Novelli.

Daniel is recognised as one of Australia’s most experienced marketing executives. Previously CEO of the country’s most awarded ad agency, The Campaign Palace, and CEO and deputy chairman for 10 years of Clemenger BBDO, he founded social media risk agency SR7 in 2008, serving clients ranging across blue-chip listed companies, government, not-for-profit organisations and agencies. In 2014 KPMG acquired SR7, with Daniel heading up KPMG’s social media risk advisory services since then.

Announcing the launch of the new practice, Paul Howes, partner in charge, KPMG’s Customer, Brand & Marketing Advisory business: “Public trust is a top priority for Australian business leaders for 2018. As more organisations struggle with their social license to operate, harnessing social is now a boardroom-level priority. And it’s not just about being present – it’s about how to maximise its effectiveness as a strategic business tool. As a result of client demand, we are building a new team to bring cutting edge social strategy to the boardroom.” 

According to Sensis research, over the past two years, up to 80% of Australian large businesses have a social media presence, which presents both challenges and opportunities for how businesses engage with customers online. There were increased levels of trust for brands that interact with customers in a positive way on social media (up from 52% to 64%) and businesses with engaging and relevant content (up from 52% to 63%).

Says Pogmore: “I’m really excited about working with KPMG’s diverse skill-sets to develop holistic solutions that drive greater share of experience for clients. And really demonstrate the effectiveness of earned media in delivering against business goals.”

Says Daniel: “As social media enters its second decade as the world’s dominant medium we are brilliantly positioned to offer best practice advice on all aspects of social media strategy. This means a combination of harnessing social media’s unbounded opportunities and mitigating its well documented risks.”

Pogmore commences with KPMG Australia today.