Dan Gregory & Kieran Flanagan
“Selfish, Scared and Stupid” Book Launch

Mission

  • Dan Gregory (renowned Panelist on ABC TV’s Gruen Transfer) & Kieran Flanagan are change leadership experts, globally renowned speakers and authors and the Co-Founders of the Impossible Institute.

     

  • To launch their latest book, Selfish, Scared and Stupid Dan Gregory and Kieran Flannigan commissioned Agent99 to implement strategies that would lift the media profile of the two partners, increase book sales and speaking/consulting enquiries for the partners, with a focus on TV opportunities for Kieran in particular.

Solution

  • Agent99 devised a strategic communications campaign to showcase Selfish, Scared and Stupid to the general public, as well as focusing on business, HR and professionally skewed media.

  • A primary part of the strategy was to introduce an entirely new concept to the influence and motivational speaking market.

  • Agent99 offered the duo to media as expert commentators on breaking news topics throughout the campaign.

Results

  • In three months, over 120+ of targeted earned media was secured, reaching over 9 million people.

  • Selfish, Scared and Stupid, Dan Gregory and Kieran Flannigan were featured in Sky News, Chanel 7’s The Morning Show, News.com.au, Sydney Morning Herald, Australian Financial Review and The Daily Telegraph, amongst many other key outlets.

  • Dan and Kieran both reported an increase in book sales and web traffic as a result of the campaign. 
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