Aive Hiiepuu has worked in communications for 25 years. She has held the position of Head of Marketing and Communications in an international communications company, where she was responsible for team management and maintaining and developing the company’s professional expertise. In the field of corporate communications, she has advised various private, public and non-profit organizations – her clients include both international and local companies. She is one of the most experienced advisers in pharmaceutical PR.
For the last 20 years, she has run PR Concept, a communications company specializing in the development and implementation of marketing and PR concepts. In addition to national projects, the company cooperates with PR specialists from Finland, Sweden, Norway, Denmark, Latvia and Lithuania to provide professional support in these markets as well. At the request of the Delegation of the European Union, it has advised the Government of Armenia on the preparation of the PR strategy for the pension reform. Aive participates in the work of the SOS Children’s Villages Council and has been active in a working group advising on state symbols.
Aive has conducted service and communication courses at the EBS Executive Training Centre and developed marketing and communication development programmes there. She graduated from the Faculty of Philology at Tallinn University, the Estonian School of Diplomacy, and has acquired knowledge in the field of international relations and European studies during her Master’s studies.
She has been the president of the Estonian Public Relations Association (EPRA) for 10 years. Her hobby is travelling to different regions to get to know new cultural environments. She has travelled independently to more than 100 countries around the world.
Examples of some PR projects:
Kosmos IMAX cinema launch
Strategic communication – positioning of revamped cinema.
Marketing Communication – Launching of the cinema and ticket sales
Since the cinema market is fairly saturated, a large-scale, visible and special PR project needed to be carried out to ensure the cinema a secure place in the Estonian cinema theatre scene. The goal was to cultivate a reputation for Kosmos Cinema as a desirable cinema theatre space in which to spend one’s free time. Given the extent and tone of the media coverage, the project can be considered very successful. Articles were explanatory and extensive; these helped develop the legend of the dignity of the cinema building and highlighted the uniqueness and innovation of IMAX technology. All this was essential in order to excel in a competitive cinema market, and to bring in cinema fans despite the higher price of movie tickets. Number of media mentions: ca 180, contacts: approx. 3.8 million
International expert on PR strategy for Pension Reform in Armenia. The goal of the project was to map current situation, create PR strategy, set up consortium from public and private companies, work out tactical plan and prepare pension reform PR implementation plan for 2014. Position and responsibility: Team Leader. Main duties included developing integrated communication strategy for the Pension Reform PR campaign, coordination and management of the consortium and reporting to EU.
Communication campaign of The Innovation Year (provided to Enterprise Estonia and Ministry of Economic Affairs and Communications) Public awareness raising program of Innovative in Estonia aimed at securing economic growth and explaining innovation benefits to society. Position and responsibility: Communication Director, responsible for all strategical PR issues, planning and implementing the 1-year PR program
Communication campaign of European Union Accession Referendum (provided to European Union Information Secretariat of the State Chancellery). Public awareness raising program of European Union Accession Referendum in Estonia aimed at securing high participation rate and explaining the question put on referendum. Position and responsibility: Coordinator of marketing activities. Result: Estonia joined EU
Communication campaign of State’s Pension Reform One of the largest campaigns in recent years. The goal of the campaign was to get 50 000 – 200 000 people to join the new pension system within 6 months. The main goal of the communication campaign was to create awareness about pension reform among target groups. Position and responsibility: Team Leader. Main duties included developing integrated communication strategy for State Pension Reform, coordination and management of the consortium and reporting to client. Result: More than 200 000 people joined the pension reform.
Association of International Pharmaceutical Producers in Estonia Targeted action for rising public awareness of Estonian public about the content of Health Insurance Law. The goal of the project was to create a public discussion in media which would provide equal representation for all interest groups during law proceedings. More than 50 articles were published in print and online media during the campaign period. Organization of pharmaceutical conference and round table discussions and media relations for the campaign. Position and responsibility: Manager and Executive Coordinator of the project.
Merck Sharp & Dohmea, INC – Public awareness campaign for rising general awareness on efficiency and impact of original and generic pharmaceutical drugs. The goal was to increase awareness among 25-50 year old people. The communication campaign was about explaining the differences between original drugs and generic drugs. As a result the level of awareness among target group increased 25%. Position and responsibility: Manager and Executive Coordinator of the project. Starting from sept 2006, strategic consultant and executive marketing consultant for launch of the first cancer vaccine Gardasil/Silgard.
Communication campaign of The Elderly Festival. Public awareness raising program of Active ageing and life quality maintainance. Position and responsibility: Communication Director, responsible for all strategical PR issues, planning and implementing the tactical PR program.
