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Kate Upton selling Carlos Jnr burgers.
Gwyneth Paltrow selling N.A.S.A unapproved healing stickers.
Kim Kardashian selling nude lipstick.
Spot the differences in endorsements.

Using celebrity and other high profile influencers to spread the word of a brand is becoming more and more potent in today’s marketing environment. This is largely down to the advent of social media and smart phones. In today’s marketing climate, an iPhone can be the most powerful PR tool a brand can utilise. The capability to reach millions of viewers via one app and one device has truly shifted how the modern marketing landscape operates. However, choosing the right celebrity or high profile influencer for the right brand is a make or break decision.

Matching Your Celebrity to Your Brand

A celebrity or high profile influencer needs to be treated like a distribution channel for the content of the brand. Similar to any other channel, the key to success is making sure the right content, is on the right channel. This being the case, not just any influencer will ‘fit’ when looking for a brand endorser. An example of the optimal situation when it comes to celebrity influencers is that of Kim Kardashian selling lipstick. Putting the brand of Kim Kardashian and a lipstick brand side by side;

The target audience is similar and overlapping;
The theme and message behind both brands, and the content or products each brand produces are similar;
The content, or product in this case is a match; and
How the influencer goes about endorsing the product, in this case via social media posts, is appropriate.

When all of the factors are combined, a successful endorsement is formed and a beneficial relationship begins.

Not Matching Your Celebrity to Your Brand

However, an issue arises when the product doesn’t match the celebrity or high profile influencer. A meta-analysis study found that using sex to sell only aids in building awareness of the product, rather than inspiring any meaningful action. The conclusion reached from this study can be viewed through the angle that using sex to sell implies that the only connection between the product and influencer is the sexual allure used to capture consumers’ attention. This leaves no room for the influencer to have an overlapping or meaningful connection to the brand.

Sex does not sell on its own, or aid in facilitating or influencing action in the audience, because the disconnect and lack of congruency between the two brands is too great. This being the case, the inference can be made much like with Kate Upton selling fast food, the danger of mismatching an endorsement may be an ineffective investment, that may work to build the brand awareness of the influencer rather than the product itself.

Damaging Brands

This is the worst-case scenario for both the brand of the influencer and of the product. The real danger is, if either brand produces negative content or stimulates negativity regarding their own brand, damage to both brands may occur. Therefore, a great degree of care and research needs to be done before entering in such a relationship.

Example 1: Gwyneth Paltrow and her healing stickers. This product was so bad NASA even came out to denounce the stickers.

Example 2: Bentley attempting to distance themselves from Paris Hilton, which had become an unintended celebrity endorsement. In this case Bentley stated that in terms of brand vs brand, Bentley and Paris is not a match, and potentially having Paris Hilton publicly driving around in a pink Bentley is damaging to the brand.

Abercrombie and Fitch

A leaf may have to be taken out of Abercrombie and Fitch’s’ book when it comes to dealing with unintended, potentially negative celebrity endorsements. A&F go as far as to publicly ask celebrities not to use their branded products in ways deemed inappropriate.

In closing

Whatever action is taken by a brand relating to their influencers, or unintended influencers, the decision must not be taken lightly. Care and respect are paramount for two brands to enter into such a powerful relationship.

“Retain the best and grow the rest” – Adam Posner (CEO of Directivity)

Loyalty programs have been in the marketing landscape for many years. It is rare to find a large brand that has frequent customer interactions that does not have a loyalty program. Looking to Coles and Woolworths, whose loyalty programs amass a huge fifteen million members, and talking to marketing specialists about what makes a successful program tick, one can begin to unpack the method behind designing a successful and valuable loyalty program.

Loyalty Programs are Good for Customers and Businesses

Loyalty programs are not just a take, take, take for customers of a brand. A well-oiled loyalty programs is more like a value exchange between the brand and its community base. The flow of value to the customer is in the form of rewards from the brand. The brand, of course, is rewarding the loyal community member for time spent, money spent, points accrued or all the above. However, very interestingly, the flow of value in return is split into a tangible and an intangible flow. Tangibly, the brand starts collecting mountains and mountains of important consumer data that can be sold. This data relates to intent to buy, helpful segmentation data, online behavioural data, personal details; all of which is highly valuable to the marketing industry as well as to the business itself. Intangibly, the relationship, loyalty and connection a brand can develop with its community by rewarding members for interacting the business is immeasurable. The reward program can help augment behavioural patterns in customers, build resonance and affect a real emotional connection with the brand.

The Keys to Success

Understanding what your loyal customers expect from your program is key to having a successful loyalty scheme. A Loyalty Point study in 2014, found that a primary reason a member is likely to leave a loyalty program is due to a lack in timeliness of being rewarded. Also finding new ways to engage your community is an excellent way to make your loyalty program a success. For instance, Myer One has an interactive app that allows users to download digital rewards and see their current level of points, thus, engaging their community base on multiple channels. Jamima White, Myer One’s general manager, also puts down the program’s success to simplicity and as few barriers to sign up as possible.

Screw Listening!

Qantas on the other hand did more harm than good to their loyalty program when they overhauled it in 2015. The issue Qantas was trying to solve was the elevated level of competition in the airline market. Geoffrey Thomas told Fairfax media:

“Two to three years ago, Qantas didn’t have any competition in business class of full service economy, but they now face very real competition from Virgin Australia. Today, many people are members of both Qantas and Virgin Australia loyalty programs, and they can make choices to swing one way or the other if one is annoying them. Passengers don’t think of it as points; they think of it as dollars. Let’s not beat around the bush, brands need to retain their customers more than ever before. One way to get them to stay is a loyalty program. But f**king it up by upsetting members, going in too hard and fast, or being fiddly with rewards could break that established trust.”

Co-Created Content is the Future

With over 88% of Australian consumers now a part of a loyalty program in some form or another, more and more businesses are getting behind the idea. In today’s modern marketing environment, more value can be exchanged and co-created content can flow because of well run, trusted and successful loyalty programs, much like the Coles, Myer and Woolworths examples.

‘Get off your bloody phone!!’ – said every parent ever.

The argument that resonates around countless Australian households. Parents yelling at their kids to go play outside and get away from their screens. Why? What year are they living in? The 80’s? The fact of the matter is, the way in which human beings interact and engage with the world around them has changed. The world has changed. In five years from now, is it reasonable to think that a native multi-device driven society will be less engaged online? No, so let’s look at Australia’s ‘micro-moments’ and how they interact with the world through their phones.

Time to Value

A lot of people will tell you time is money. This is short sighted, what on earth does ‘time is money’ mean? Instead, replace money with value. The key to the future of capturing customers’ hearts and minds is through the concept that society’s new currency is time to value, rather than time is money. This means, the shorter the customer journey is, with the least number of barriers to content that delivers value, is the future. This was evident in a recent ZeroDesktop Mobile Analytics study, showing users return to Google (app and Chrome), on average, 12 times per day. It also found 81% of Australians say their smart phone searches are more focused on immediate information; 80% of Australian’s say they now access the internet more frequently but for shorter bursts. Australian’s are intrinsically connected to their phones via ‘moments.’ A phone is just an extension of a user’s consciousness, with a smartphone also there when ‘I want to; go, know, do or buy moment’ enters a consumers thoughts.

Go Moments

Go moments are the experiences where a customer is wanting to find out where something is. GPS systems have been displaced with 86% of smart phone users utilising their phone as a navigation tool. Further down the list, choosing where to eat, travel tips and making hotel and rental car bookings are also key smart phone functions.

Know Moments

Know moments are the experiences when a customer has a burning question that needs answering. No longer does a smart phone user require a trip to the local library or to phone a friend. Just “Google it”. Smart phone users employ Google to get answers fast. The moment a thought pops into their head, 68% of them are visiting Google to ask the question. Smart phones also help with trying to complete foreign tasks, stalk their friend’s social lives and supplement their television platform by showing them the programming.

Do Moments

Do moments are the experiences when a customer is trying to get things done. Gone are the days of calling your mother to help you cook dinner, smart phones have the answer. How-to guides are all the rage these days online, and for good reason. 87% of women between the ages of 18 to 24 use their smart phone for ‘how-to’ content for make-up, fashion and beauty.

Buy Moments

Buy moments are the experiences when a customer makes a purchase decision. This moment is potentially the most pivotal watershed moment in a customer’s interaction with a brand. The number of consumers that use a smart phone as part of their path to purchase is as high as you would expect. Studies have found 87% of smart phone users said the information they found via their smart phone helped them make a purchase, with 68% of users looked up items whilst they were in store. Some even saying they trusted the online sources over the sales staff.

So, the next time your mother tells you to get off your smart phone, kindly respond by letting her know that smart phones and being online is here to stay and is an integral part of day-to-day life in our modern era. Embrace it, don’t hate it.

Below is a link to further reading on ‘micro-moments’:

Micro-Moments: The New Battleground for Brands

The right content.
The right channel.
The right time.

Content is king in today’s marketing environment. Content distribution and connecting with the right audience is now a major focus when it comes to the online advertising space. This idea is reflected in the industry’s shift from repurposing television advertising content for online purposes, towards a complete brand integration of content for online audiences. This concept was discussed by Emma Mackenzie in a recent article in a B&T publication. However, why did this shift occur?

Online platforms determine who your audience is and content expectations

Different audiences live on different platforms. Expectations of what content audiences demand per platform also change. For instance, an ad that features on a traditional television format will be viewed in a different way, especially with the advent of the multiple screen generation, in comparison to a Facebook ad, or a YouTube ad.

Viewer attention span on various social media formats have significantly lowered, with most research showing that brands have on average around seven to ten seconds to grab the attention of its audience. Whereas, how these adverts are consumed on non-traditional channels is also a factor. Traditional television is largely consumed in a living room. In contrast, online media can be consumed almost anywhere – in the bedroom, whilst commuting, on breaks and even in the bathroom are all high ranking.

Effectiveness of purpose of traditional television ads versus online ads

These days it is difficult to garner any sort of meaningful relationship with your audience on a traditional platform like television. The new media is an alternative to the rigid structure of time slots and the ritual waiting for an entire week to satiate your curiosity, within traditional medias. This is taking away from the channels ability to engage and captivate a viewer’s attention.

Unless your target audience are retired, or you have ungodly amount of money to burn, the efficacy of using television ads alone to communicate your brand message is absurd. In contrast, online ads can be targeted, timed, interactive, and designed to be engaging to a much greater degree.

Online ads can reach highly targeted audiences as they go about their day-to-day habituations online. A person is browsing YouTube, and what a coincidence, here is an ad that directly relates to the content you are viewing. Not only that, but a clear call to action is just one click away. Browsing Facebook, wow, here is a short, attention grabbing ad that relates to the content you are already scrolling through and interacting with.

A brand’s power to reach its audience through these online platforms is huge, and therefore, the content that is created for these channels need to be differentiated and respected.

Evidence of this shift

The shift towards these non-traditional, online media sources is rapidly taking pace, and can be viewed through two lenses. Firstly, from the lens of audiences and content consumers themselves. Online content viewing is trending compared to traditional television viewing. Broken down demographically, the trend is exponential. As the audience becomes younger, the trend towards online media become steeper and steeper. As such, online is now the preferred source of media for most content consumers. Secondly, this trend can be viewed through the lens of advertisers and brands themselves. The growth of the online shift can be seen through the trend of advertising expenditure, which is growing at a much faster rate than television advertising expenditure.

Conclusion

In the future, expect more tailored and integrated online video content from your favourite brands. Online advertising is pivotal for brands in today’s marketing environment, as it gives even the smallest brand the greatest ever power to reach their audiences online. As John Filippis from MediaMath’s states:

“Video is powerful tool for increasing brand awareness and tells a meaningful, multi-sensory story that resonated deeply with consumers. It also operates successfully as part of an integrated campaign, combing digital channels such as displays, social media and mobile to create a seamless brand message – which is critical for marketers looking to maximise their presence across all media channels.”

Additional sources for further research:

John DeFilippis articles
Sensis Social Media Report 2017
The State of Traditional TV

Counterinsurgency is the new grim reality for business. In fact, some competitors or disgruntled stakeholders may welcome a crisis occurring to you and your business.

In an idealistic world, if you were suffering a crisis situation with litigation, this would run efficiently: you would have plenty of funds to pay for your lawyers; you would not have to contend with financiers or shareholders, you would not need to worry about trade suppliers withdrawing their trade credit or employees who might perform a mass exodus during tough times; and finally there would be no concern with reputational damage, as the media and members of the general public would refrain from commenting about issues already in or about to be before the courts.

Unfortunately, the realities of litigation and crisis situations are somewhat different from the ideal as set out above. You would require expert client care to address all your stakeholders concerns. This does not simply begin and end with looking after only the legal aspects of the case. Today, we are witnessing the age of digital media, where tweets, comments and blog posts can go viral at incredible speed, similarly in matters of high public interest the media has an insatiable demand for information.

A battle exists not only in the court room, but in the court of public opinion. You may if you are fortunate enough, make it to the finish line and win the battle in the court room. However, in all too many situations you are more likely than not to haemorrhage; if you do not get on top of the gossip, innuendo and onslaught from all directions, resulting in your inability to see through with obtaining justice or inability to fund the best defence.

At best, failure to address the court of public opinion will leave you badly wounded or tarnished with your reputation. A win in the court room may not at the end be able to salvage the reputational damage, even years later. For a myriad of reasons there are sometimes competitors or other disgruntled parties that wage an insurgency battle to hurt your business, sometimes with malicious intentions to win dominance or other times in a misguiding manner.

Brilliant Approach to Counterinsurgency

One of the greatest military generals of our time is Retired General David H. Petraeus of the US Army, his strategy used in Iraq to turn the tide in the war and combat counterinsurgency is some of guiding approaches (amongst others) that we use in ensuring survival for our clients. In his article (September-October 2008 Military Review), he provides key advice for his military strategy:

“Secure and serve the population
Live among the people
Hold areas that have been secured
Pursue the enemy relentlessly
Employ all assets to isolate and defeat the terrorists and insurgents
Generate unity of effort
Promote reconciliation
Defeat the network, not just the attack
Foster Iraqi legitimacy
Punch above your weight class
Employ money as a weapon system
Fight for intelligence
Walk
Understand the neighbourhood
Build relationships
Look for sustainable solutions
Maintain continuity and tempo through transitions
Manage expectations
Be first with the truth
Fight the information war relentlessly
Live our values
Exercise initiative
Empower subordinates
Prepare for and exploit opportunities
Learn and adapt”

Litigation Public Relations

Litigation Public Relations (LPR) is a practice we saw originate in the United States and we are one of the few experts to specialise in this area in Australia. It is a highly specialised form of public relations, which goes far further than a press release, where we work closely with your lawyers. It acts as a powerful persuasive voice, to combat negative publicity with public opinion.

What are the goals of LPR?

Counteract negative publicity (fairness for both sides, by attempting to balance the media coverage);
Make the viewpoint of the client known;
Guide the media and the public to understand the legal process or issues;
Diffuse a hostile environment; and
Where possible, try to resolve the conflict by placing pressure on the other side, which may be better inclined (when appropriate) to favourably settle or drop charges, due to their actions being visible by all stakeholders.

Often fraudsters are driven by pressure; this can include the need to hold up an ailing business, personal relationships, gambling habits, extravagant lifestyles and other emotional circumstances or addictive traits.

Fraud can never be completely eradicated; however, safeguards can and should be put in place to minimise risk of it occurring and it accordingly impacting upon the business on a financial, operational or reputational level.

Evidence has shown, most frauds start off small and then when gone unnoticed escalates from there. Often fraud is not committed simply over weeks, rather over a period of a year or longer. Many of those who commit fraud do not start off with an intention of doing so. In some cases the fraudster morally justifies their behaviour because of beliefs that they ‘are being paid low’ or even that they ‘have far greater need than the company who already have enough’.

Demetri Hughes outlines several common fraud indicators learnt from the cases presented in ‘Part 2: Case Studies’, where fraud might be occurring in an organisation:

“Good indicators that sound alarm bells that fraud is a risk, include:

Poorly organised offices and/or accounting systems.
Poorly managed or unquestioning obedience of staff.
Low morale and/or high staff turnover.
Complex structures.
Remote or poorly supervised locations.
Unexplained expensive lifestyle of a staff member.
Untaken holidays, particularly when the person is the bookkeeper or who has access to money.”

Demetri continues by discussing technological solutions used to combat spending fraud.

“Businesses are increasingly looking to technology to implement safeguards across the organisation to protect themselves against fraud, ways to do so include implementing usage of:

>>> Card reconciliation software:
Ordinarily purchasing cards allow staff to obtain goods/services directly from a supplier, bypassing the normal procurement processes (paperwork then needs to be reconciled). Software should be used to automate this process, providing greater control over spend with suspicious spending or unusual spending patterns able to be identified quickly.

>>> Spend analytics software:
Usage of software can be implemented providing a single view of organisation expenditure, allowing for quick detection of anomalies. Accidental errors that this solution would easily highlight include, billing mistakes and invoice miscalculations, which can then be traced back to the managers, also allowing for detection of potential weak spots with loopholes accessible by fraudsters.

>>> Electronic document management:
If the collapse of Enron in the United States of America demonstrated anything, it was how easily bad agents can destroy paper documentation. Additionally, paper documents are easily doctored by some to create false audit trails.

By using a secure electronic documentation management system, this enables for all invoices, purchase orders and financial documents to be imaged and stored in an electronic archive. Accordingly, these documents cannot be altered, shredded or ‘lost’, as such creating comprehensive audit trail.”

Fraud has the potential to destroy long-standing and otherwise strong companies. However, it does not have to have that kind of power.

Companies can and should implement strong checks and balances to mitigate risk of fraud, so that if a fraud were to take place it can be detected when it is still minor in size, before it escalates in severity, whereby the fraudster becomes more brazen to commit very large fraud, resulting in the company losing significant amounts of money. Similarly, strong brand protection planning strategies, allow organisations to have a comprehensive but actionable plan in place, to address stakeholder concerns quickly and smoothly.

Having extensive Issues & Crisis Management and Risk Mitigation planning, processes and systems in place allow businesses to return back to the normal order of operations, without the complete eroding of confidence when fraud does strike. There is a pressing managerial decision to be had, spend some funds now to ensure planning and systems are in place to combat fraud or alternatively, face one of the greatest existential threats an organisation can come up against, that likely would cost significantly more.

If a business believes fraud is already taking place, it is critical to obtain professional advice immediately. 1Up Communications is experienced in working with a clients’ senior management, lawyers and other stakeholders to implement a rapid response plan to handle fraud.

In Australia, within the last month alone, newspapers have written on the topic of fraud over 841 times. This is an astonishing number when considering how many other instances of fraud are never picked up on by newspapers. Selected stories over the last week have included:

Alexander, H. (2017, August 31). Coca-Cola executive Bryan Pereira jailed four years for receiving corrupt payments. The Sydney Morning Herald. Car fleet manager for Coca-Cola established secret kickback commission system; between 2003 and 2013 this scheme netted Pereira $859,000. In 2014, he set up a shelf company in name of accountant for ‘inspection works’, netted Pereira further $504,900.

Bryan Pereira (Image courtesy The Sydney Morning Herald)

Allen, G. (2017, August 29). Silver Chef serves up underdone profits. The Australian. November 2016, some Silver Chef customers used fake identities and vendors were able to siphon off $2.3 million worth of loans intended for gym equipment and air compressors.

(Image courtesy Financial Review)

Ferguson, A. (2017, August 28). Insolvency reforms must deliver. The Australian Financial Review. Disgraced liquidator Stuart Ariff was sentenced to jail for committing 19 counts of criminal fraud. Those activities along with the activities of other rogue liquidators led to insolvency reforms. ASIC Commissioner John Price believes the reforms increase powers to the regulator and level of education. A senate inquiry having found the industry was susceptible to ‘fee gouging, conflicts of interest, lacking transparency and riddled with conflicts’. Liquidators are required to operate beyond reproach as officers of the court.

ASIC commissioner John Price (Image courtesy Financial Review)

O’Reilly, M. (2017, August 26). Barossa man returns to court. Barossa & Light Herald. Former business manager for St Jakobi Lutheran School, Travis David Saegenschnitter, alleged to have taken a total of $1,003,638 during a three-year period from 2013 to 2016.

Travis Saegenschnitter (Image courtesy Barossa Herald)

Towell, N. & McIlroy, T. (2017, August 23). CSIRO sacks senior executive sacked over card ‘breach’. The Canberra Times. CSIRO terminated the employment of Mark Wallis, General Manager for Business and Infrastructure Services (senior executive role), over alleged fraud involving an official credit card. His matter has been referred to the federal police. Wallis was executive in charge of one of the Federal Government’s biggest land deals, with the proceeds of the massive deal meant to bolster research efforts of the cash-strapped organisation.

Mark Wallis (Image courtesy Canberra Times)

The preceding examples were only a minor snapshot highlighting the significant impact fraud has on a daily basis across all types of businesses. Two other noteworthy examples (for their simplicity but impact) taken over recent years and their key insights, include:

Manager Fraud: Assistant club manager accused of stealing almost $450,000 from a well-known regional Club, taken from the Clubs pokies, TAB and Keno accounts. Gaming reports were fabricated to disguise away from Office of Fair Trading.

The husband and wife were able to dominate the Club, both serving positions on the executive committee; they were secretive of accounting functions; external accountants were eased out; gaming accounts were able to be replenished using the Clubs general account, both husband and wife were able to be signatories authorised to make electronic transfers on behalf of the Club; the Executive of the Club were very hands off.

The matter was only discovered once the husband and wife had taken leave, the accounts went into negative (the gaming accounts should never). This could have been avoided had 1) the Executive Committee owners taken greater interest in the management; 2) both members of the couple in a relationship, should not have been able to conduct electronic transfers without approval from an independent committee member; and 3) an external party should have been responsible for the reporting or at the very least handling the monthly reconciliations.

Secretary Fraud: A busy Barristers Chambers (legal) in Brisbane had in excess of $500,000 stolen by their secretary over an eight year period.

Significant fraud was finally realised when the barrister’s accountant questioned a large shortfall in the PAYG for the ATO. The secretary had been overpaying herself, when the solicitors (client of the barristers) who made payment the secretary deposited into the Chambers account, before making payments back to her through the Chambers general account. This should have been deposited into the respective barrister’s bank accounts.

In hindsight, issues were able to continue owing to 1) the poor record keeping (fraud could have been significantly more than realised); 2) the secretary was allowed to dominate the Chambers with a defensive behaviour; 3) no controls or reviews were in place concerning the secretary’s use of electronic bank systems; and 4) no procedures existed with the secretary instead making up her own.

Fraud (embezzlement) was only discovered when the senior barrister took a call, when passing through the reception from the accountant, whilst the secretary was away at lunch. The owners should have played a greater interest in the business, restrictions should have existed for signing of cheques/electronic transfers, and an independent bookkeeper to perform bank reconciliations could likely have avoided the fraud.

There is no doubt about it – fraud is incredibly costly, distressing and can potentially destroy a brand or worse yet, an entire business. It does not matter whether you are a lawyer, accountant, top CEO, club owner or government official, the temptation for people around us is always there. People are people after all and as such, are susceptible to temptations for a variety of reasons; therefore, all aspects of an organisation’s operations have to be safeguarded.

Call fraud what you will – a moment of weakness, situational, mental illness or just plain greed – it has dire consequences to a business and its profitability. According to a 2017 survey commissioned by KPMG, in the six-month period alone between April 2016 to September 2016, fraud rose by 16 percent to a total of $442 million, an increase from $381 million in the previous six month period.

Other key fraud related findings occurring in Australia, as detailed in the report, included:

36% attributable to company management, with 20% performed by professional criminals.
28% by 46 to 54 year olds and 25% carried out by people below 36 years old; evenly split across age groups.
40% takes place in Australia over a five year period before being discovered.
62% is motivated by personal greed.
55% reported in Australia as taking place in Queensland.

Leading Australian Issues and Crisis Management expert, Demetri Hughes, explains some of the common red flags of susceptibility for fraud taking place.

“Too often and regrettably, we are brought in to advise only after a significant fraud has already taken place.

“Frequently, unusual behaviour by individuals can be detected early on, provided matters deserving of further enquiry receive that attention, however often businesses have left it unchecked for a variety of reasons. These reasons sometimes include, fear by employees of whistleblowing, fear of being wrong, apathy, and blind trust owing to the longevity of the employee or their ‘appearance not being that of a fraudster’.

“It is safe to advise, having been a crisis management practitioner for years now, the visual appeal or general look of the individual has little to no bearing on whether a person has committed or has a susceptibility to commit fraud. However, there are a variety of other red flags serving as a good indicator that something might be very askew. Selected examples include:

Executives being provided with financial statements or records in the form of an excel spreadsheet by the internal finance person and/or by the external accountant.
An accountant who always provides excuses for not providing information.
Only receiving projections instead of the complete financial statements.
An unusual amount of credit notes being used repeatedly.
Suppliers that are being dealt with outside of the purchasing system.
Bank reconciliation which has unexplained balancing items.
Unusual transactions or documents, as well as staff who do not provide receipts or explanations for purchases on the company credit cards.
Sudden withdrawal of customers and/or suppliers.”

Those knowledgeable of events in Queensland (Australia) in 2013 would likely have heard of a fake Tahitian prince by the name of Joel Morehu-Barlow. He fraudulently siphoned off $16.69 million over a four-year period from Queensland Health – the single greatest fraud in the history of the state’s public sector.

For those who have not heard of the ‘Tahitian prince’, Barlow was a finance officer who used proceeds from his $16.69 million theft, to very publicly spend $1.13 million on travel and accommodation; $636,740 on Louis Vuitton products; and significant expenditure on extravagant parties, such as a birthday celebration at Brisbane’s Cloudland which alone cost in excess of $130,000. It was only once Barlow’s fraud was finally brought to justice in 2013: he was sentenced to 14 years in jail.

The ease in which Barlow was able to siphon off large chunks of public money, whilst passing himself off as a Tahitian prince to explain his big-spending lifestyle, is to this day a huge stain on all concerned.

A September 2013 Crime and Misconduct Commission Report presented findings that Barlow’s large thefts could have been avoided in the early days when the fraudulent activities were relatively small, not to mention pre-employment screening would have found he lied about his qualifications and was in fact wanted for questioning in relation to fraud with an earlier employer in New Zealand.

What is clear from the Barlow example is that fraud can impact even the very largest of organisations, even a State Government department. Fraud avoidance in businesses of all sizes relies upon a system of safeguards and culture of welcoming reporting (or whistle-blowing), without any fear of retribution.

Sources:

Crime & Misconduct Commission. (2013, September n.d.). Fraud, financial management and accountability in the Queensland public sector – An examination of how a $16.69 million fraud was committed on Queensland Health. Retrieved from http://bit.ly/2iEbMCI
Killoran & Chamberlin. (2017, August 24). Fake prince Joel Morehu-Barlow may be released by Christmas. The Courier Mail. Retrieved from http://bit.ly/2vzSlx1
KPMG. (2017, January 25). KPMG survey reveals surge in fraud in Australia. Retrieved from http://bit.ly/2wG8O6o