Geoff Hoddinott, Managing Director, Business & Technology PR
Geoff unashamedly brings an ‘application-driven’ rather than ‘technology-driven’ approach to client work.
This is because Geoff’s background has been as focused on the customer end of the business as it has been on the products and processes that they use.
“We add value by making the company, service or product relevant to the end customer. All the technology in the world is of no use if you can’t communicate how it will help the business you are marketing it to”, he says.
Geoff began his career in advertising - initially copywriting and then as an ad agency creative director. From advertising Geoff moved to corporate communications as a successful freelancer working for clients in areas as diverse as manufacturing, mining and banking.
Increasingly, Geoff’s work involved integrated marketing campaigns for many of these same clients - especially in the industrial sector. That then bought him into public relations - specialising in the traditional B2B area he knew so well, but developing a strong affinity with technology.
Geoff brings two special strengths to B2B/IT - he has an aptitude for quickly understanding technical subjects and he is a great writer.
In all facets of his career, Geoff has been a writer. He has written everything from radio and television commercials to technical case studies involving some of Australia’s leading organisations. He has launched products, prepared speeches, helped write and produce advertising jingles, and penned white papers.
Geoff’s business passion these days is to the evolution of PR as the main marketing tool in the B2B and IT space - rather than simply as an ‘add on’ service.
He has also been a close follower and implementer of online and social media, so has developed a deep understanding of the new horizons this opens for business and tech companies - in fact anyone marketing to another business.
Geoff’s standing in the industry is reflected by his involvement with industry events and awards schemes. He has been a finals judge for the Consensus A/NZ Software Awards for the last five years, and a finals judge for the Australian Interactive Marketing Industry Associations (AIMIA) Awards for the last two years.