News

The anti-fraud movement #FraudOff! won the laurels in two more international contests

The anti-fraud movement #FraudOff! (#Atkrāpies!) received the International Award in the contest European Excellence Awards, winning in the Change Communication category. At the same time Moscow hosted Eventiada IPRA The International Public Relations Association) Golden World Awards  2018, where the movement won the 1st place in the category of social projects. Prizes were awarded to the concept and communication campaign of the anti-fraud movement #FraudOff! created and implemented by the Ministry of Finance and the communication agency "A.W.Olsen & Partners", in which dozens of state, non-governmental and commercial organizations fight with fraud in its various manifestations. The movement has been continued for the second year, presenting various groups of society with an opportunity to distinguish and fight against various forms of fraud in our country. "Two more awards as an international recognition, as well as an ever-increasing number of member institutions and organizations show the necessity and meaning of the #FraudOff! movement. The movement is growing and I am convinced that, as a result, our society grows up too - becoming more knowledgeable, more cautious, more careful, and thus more secure. The international appreciation gives new motivation to both the creators and all the participants of #FraudOff! to continue what was started and to popularize the basic idea of the movement among an ever wider range of people right here in Latvia and also beyond our borders," Jana Salmiņa, Deputy State Secretary of the Ministry of Finance for the Tax Administration and Anti-Shadow Economy said. "The #FraudOff! movement has ...

Specialists start to tidy up the blogger and influencer sphere

Marija Vorkule
A. W. Olsen & Partners project manager
Last week on November 1 the first workshop in Latvia for bloggers and influencers was held in the mall Sky & More. Unlike the previous workshops this was dedicated to legal issues such as registration, billing, paying taxes rather than how to promote your Instagram profile. Other issues that were discussed were reputational risks, ethics in the work of influencers and the algorithms by which brands and agencies choose to collaborate. The experts were: Maija Aramaneva - a professional full-time blogger with more than three year professional experience as well as many international brand ambassador; Marija Vorkule - communication agencies A.W. Olsen & Partners communication project manager in the Baltics as well as Digital communication awards 2018 laureate for researching and analyzing the influence market in Latvia and developing a formula for selecting influencers for the needs of a particular brand; Viktorija Kristholde-Lūse - tax specialist from law firm Vilgerts. Event organizers Maija and Marija point out that interest in the legal aspects of blogging is very high."There are a lot of conferences on the promotion of ones Instagram profile, however, when a blogger begins to receive collaboration offers many questions arise: how to register - as a limited liability company or as a person pursuing an economic activity or as a patent payer - what taxes should be paid in each case, how to do bookkeeping, whether you can write off expenses and if so - which ones - how to issue invoices, to what should you pay ...

Communication campaign #FraudOff! has been recognized as the best in the world

The Ministry of Finance of the Republic of Latvia and the Communication Agency A.W.Olsen & Partners have won the highest award in the field of public relations IPRA Golden World Awards (GWA) 2018 in the nomination of agencies working with the public sector. The prize was awarded for the concept and communication campaign of the anti-fraud movement #FraudOff (in Latvian - #Atkrāpies!), within the framework of which a few dozen state, non-governmental and commercial organizations struggle with fraud in its various manifestations. For thirty years, the IPRA GWA award has been evaluating the best communication campaigns worldwide, taking into account the complexity, creativity and unique character in the context of local community, country, region and even the entire world. In 2018, the Latvian campaign #FraudOff! competed in its nomination with hundreds of other campaigns from around the world, representing in total 42 countries from the winners shortlist alone. Together with Latvian representatives, the IPRA GWA award in various categories was received by such organizations as UniCredit Bank, Aeroflot, Duracell, LEGO, Shell, KFC, Astana Expo 2017 World Exhibition, Procter & Gamble, UK Post Office, Dubai Municipal Police, Customs Service of the Netherlands, Coca Cola and others. “Within two years, the movement #FraudOff! has become an important social phenomenon in Latvia. It was joined by government agencies, enterprises and other organizations, as well as opinion leaders of different ages, ready to attract the attention of loved ones and say no to fraud. ...

How to apply for Celebrity Box

The Christmas edition of Celebrity box is scheduled at the end of November - the very beginning of December, so there is no much time left to join the project. Celebrity box is a unique project that provides your product or service an opportunity to get into the center of Latvian celebrities’ attention, increase its visibility and an interest of social network users to your brand. This is an excellent communication channel that provides selected public with not only information, but also the product itself, an opportunity to test it. In addition, you don’t have to worry about the management, as far as we take care of the carefully prepared list of recipients, design and delivery of boxes, as well as communication about your product in social media and report after the project is finished. Celebrity box has more than two years of experience, is registered as a trademark and got a prestigious international communication award. Since the start of the project it has involved more than 20 different brands. You can apply for participation until 1st of November, writing to celebritybox@olsen.lv Follow us on Instagram: @celebritybox.lv and #celebrityboxlv

How To Sell on Instagram

Dr. sc. comm. Olga Kazaka
lecturer at University of Latvia, partner at communication agency A.W.Olsen & Partners
Some days ago in Riga, there was a big conference dedicated to marketing on Instagram. A number of Latvian and international experts reported how to not only communicate, but also sell through this social media. Here are the major trends that were voiced. 1. Targeted advertising It is not enough to be able to write texts, post beautiful photos and boost your post on some aggregate audience of women aged 24-35. Today, Instagram allows you to pointwise get the message across a specific audience. For example, a customer looked at the home page of a car dealer, after which he begins to see ads of the car of interest in social media. Organizations can lead the customer into a purchase decision step by step. Targeting and retargeting in social networks become an answer to the “mobile blindness”, about which traders began to worry about several years ago, having noticed that their sales in the checkout area had fallen. If earlier, customers, waiting for their turn, willingly supplemented their shopping carts with impulse purchases, now, visitors simply stick with their gadgets. Well, it is highly likely that nowadays customers find out about special offers available two steps away from them via social media. 2. Why you should not look at the tops of influencers  Back in 2015, our agency A.W.Olsen & Partners was the first to attempt developing a rating of people who are popular on Instagram. And even at that ...

A. W. Olsen & Partners Agency created the world’s best public sector campaign

The Latvian Communications Agency A. W. Olsen & Partners has won in the world's largest public relations competition IPRA Golden World Awards (GWA) 2018 in the Public sector - Agency category for the anti-fraud movement #FraudOff (#atkrāpies) concept and communication campaign. In this movement, several dozen state, non-governmental and commercial organizations are struggling with fraud in its various manifestations. For almost thirty years, the IPRA GWA award has been evaluating the best communication projects from around the world, taking into account the complexity, creativity, originality and similar criteria in the context of local community, country, region and even the entire world. "This year the competition showed method, excellent planning and superb creativity, " explains Bart de Vries, IPRA’s President and chairman of the jury. "Receiving such a prestigious award, for which we competed with the world's strongest communicators, confirms the righteousness of the A. W. Olsen & Partners Agency’s position that public administration not only can, but must use modern and advanced approaches in communication. We are proud that this is not our first idea for the public sector, awarded with the highest award in a prestigious international competition," Olga Kazaka, Partner of the A.W. Olsen & Partners Agency, said. "With the creation and development of the movement #FraudOff, we have shown that by joining forces we can achieve a lot – to express our attitude towards fraud and invite others to do so. The long-term goal of the movement ...

95% of Young Instagram Users Purchase Goods Popularized by Influencers

Marija Vorkule
project manager at A.W.Olsen & Partners
Only 5% of Latvian Instagram users of the age 18 to 35 never buy the products that influencers write about, according to a survey conducted by the A.W.Olsen & Partners Communication Agency in the spring of this year. "Moreover, 39% of respondents often and very often buy goods described in influencers’ posts," - says Marija Vorkule, Project Manager at A.W. Olsen & Partners. International researches show that the efficiency of classic advertising channels is dropping from day to day - people not only consume media in a different way, but also more critically perceive what they are "told" by brands. "The credibility of advertising, which we see on TV, in magazines and newspapers, has declined by 24%, 20% and 25%, respectively, in two years. At the same time, 83% of consumers believe that the recommendations of friends and relatives are much more reliable than any advertising, and this figure has increased by 18% in the last five years, even though friends can certainly not be experts in any matter. Moreover, 2/3 of the respondents who participated in the Nielsen research indicated that they consider the opinion expressed about the brand on the Internet to be one of the most trustworthy sources of information," says M. Vorkule, adding that more than half of the respondents (59%) purchase only those things that other people have already tested, and 52% always search for information about the purchased product. Consumers in the age of ...