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2016-12-06T00:00:00.000Z

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Wrong Michelle Hutton?

Ms. Michelle Hutton

Chief Executive Officer

Edelman Inc

Direct Phone: +61 * **** ****       

Email: m***@***.com

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Edelman Inc

200 E Randolph St Fl 63

Chicago, Illinois 60601

United States

Company Description

Edelman is a leading global communications marketing firm that partners with many of the world's largest and emerging businesses and organizations, helping them evolve, promote and protect their brands and reputations. Edelman was awarded the Grand Prix C ... more

Find other employees at this company (8,724)

Background Information

Employment History

Managing Director, Victoria and Director

Marketing Comms , Asia Pacific

Affiliations

Inaugural Committee
Public Relations Council

National Board Member
Communications Council of Australia

Advisory Board
Australian Centre for Public Communication

Member
International CEO Forum

Member of the NSW CEDA Advisory Council and A Member of the Executive Board
Australian Centre for Public Communication

Member
International Public Relations Association

Member of the NSW Advisory Council
CEDA

Education

Bachelor of Arts

Communications

University of Technology , Queensland , Australia

Web References (199 Total References)


Communications | Audere Communications

www.auderecommunications.com [cached]

For part 2 of Show 31 (starting at 8:31) of the csuitepodcast, the second of the three shows recorded at the Global ICCO PR Summit, I spoke with Michelle Hutton, Chief Operating Officer at Edelman Europe about the findings of the latest Edelman Earned Brand Study.

The theme of this year's study was disruption, particularly looking at how brands themselves, across 18 different categories, can be disrupters, and this was achieved by researching over 13,000 consumers across 13 countries.
As Michelle explained, marketers have spent a lot of time and money getting consumers from being aware, through consideration and preference, to being loyal. However, Edelman have found that there is something special beyond loyalty and that if you can get consumers to be committed and really invested in a brand, they will do some pretty amazing things. Therefore, as part of their study, Edelman have developed a methodology to be able to measure how marketers can be disruptive in their relationship with their consumers.
Michelle said that many people think that in low involvement categories, the concept of being committed is not relevant, but actually, in every single category that Edelman explored, they found that there are already many people committed to brands in those sectors. However, where many brands are falling short is around the concept of shared value. For example, those people who want to be committed to the brand want to feel like they are part of the conversation around it - they'll advocate for the brand, defend them in times of crisis and are there waiting. However, whilst brands listen well, many don't often respond well, and therefore, it's those brands that use those committed consumers to their advantage who are doing it well.
The highest relationship index scored turned out to be in China and the lowest was in the Netherlands. As for age splits, millennial males were found to be the most engaged segment with brands, which Michelle found surprising.
Michelle then went on to talk about how this all leads to how you can engage consumers to take real action around a brand and she cited Unilever as a best in class example of a company encouraging all of their brand marketers to think long term and creatively about how purpose can not only drive business results through their brands but also make the world a better place. She also said that disrupter brands understand the shared economy and the power of peer-to-peer and so marketers in more traditional companies need to look at those start-ups, their business models and how they engage, respond and communicate with their consumers.


For part 2 of Show 31 ...

www.auderecommunications.com [cached]

For part 2 of Show 31 (starting at 8:31) of the csuitepodcast, the second of the three shows recorded at the Global ICCO PR Summit, I spoke with Michelle Hutton, Chief Operating Officer at Edelman Europe about the findings of the latest Edelman Earned Brand Study.

The theme of this year's study was disruption, particularly looking at how brands themselves, across 18 different categories, can be disrupters, and this was achieved by researching over 13,000 consumers across 13 countries.
As Michelle explained, marketers have spent a lot of time and money getting consumers from being aware, through consideration and preference, to being loyal. However, Edelman have found that there is something special beyond loyalty and that if you can get consumers to be committed and really invested in a brand, they will do some pretty amazing things. Therefore, as part of their study, Edelman have developed a methodology to be able to measure how marketers can be disruptive in their relationship with their consumers.
Michelle said that many people think that in low involvement categories, the concept of being committed is not relevant, but actually, in every single category that Edelman explored, they found that there are already many people committed to brands in those sectors. However, where many brands are falling short is around the concept of shared value. For example, those people who want to be committed to the brand want to feel like they are part of the conversation around it - they'll advocate for the brand, defend them in times of crisis and are there waiting. However, whilst brands listen well, many don't often respond well, and therefore, it's those brands that use those committed consumers to their advantage who are doing it well.
The highest relationship index scored turned out to be in China and the lowest was in the Netherlands. As for age splits, millennial males were found to be the most engaged segment with brands, which Michelle found surprising.
Michelle then went on to talk about how this all leads to how you can engage consumers to take real action around a brand and she cited Unilever as a best in class example of a company encouraging all of their brand marketers to think long term and creatively about how purpose can not only drive business results through their brands but also make the world a better place. She also said that disrupter brands understand the shared economy and the power of peer-to-peer and so marketers in more traditional companies need to look at those start-ups, their business models and how they engage, respond and communicate with their consumers.


Audere Communications

www.auderecommunications.com [cached]

For part 2 of Show 31 (starting at 8:31) of the csuitepodcast, the second of the three shows recorded at the Global ICCO PR Summit, I spoke with Michelle Hutton, Chief Operating Officer at Edelman Europe about the findings of the latest Edelman Earned Brand Study.

The theme of this year's study was disruption, particularly looking at how brands themselves, across 18 different categories, can be disrupters, and this was achieved by researching over 13,000 consumers across 13 countries.
As Michelle explained, marketers have spent a lot of time and money getting consumers from being aware, through consideration and preference, to being loyal. However, Edelman have found that there is something special beyond loyalty and that if you can get consumers to be committed and really invested in a brand, they will do some pretty amazing things. Therefore, as part of their study, Edelman have developed a methodology to be able to measure how marketers can be disruptive in their relationship with their consumers.
Michelle said that many people think that in low involvement categories, the concept of being committed is not relevant, but actually, in every single category that Edelman explored, they found that there are already many people committed to brands in those sectors. However, where many brands are falling short is around the concept of shared value. For example, those people who want to be committed to the brand want to feel like they are part of the conversation around it - they'll advocate for the brand, defend them in times of crisis and are there waiting. However, whilst brands listen well, many don't often respond well, and therefore, it's those brands that use those committed consumers to their advantage who are doing it well.
The highest relationship index scored turned out to be in China and the lowest was in the Netherlands. As for age splits, millennial males were found to be the most engaged segment with brands, which Michelle found surprising.
Michelle then went on to talk about how this all leads to how you can engage consumers to take real action around a brand and she cited Unilever as a best in class example of a company encouraging all of their brand marketers to think long term and creatively about how purpose can not only drive business results through their brands but also make the world a better place. She also said that disrupter brands understand the shared economy and the power of peer-to-peer and so marketers in more traditional companies need to look at those start-ups, their business models and how they engage, respond and communicate with their consumers.


Edelman joins KFC at the dinner (and boardroom) table | Edelman Australia Blog

blog.edelman.com.au [cached]

Michelle Hutton, CEO of Edelman Australia, said, "We are thrilled to add KFC to our growing client portfolio.


Michelle Hutton ...

blog.edelman.com.au [cached]

Michelle Hutton

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