COLORBOND steel appoints Clemenger BBDO as new strategic and creative agency

BlueScope Australia has appointed Clemenger BBDO as its new strategic partner to lead the next era of growth for COLORBOND® steel, Australia’s most trusted steel brand. Following a competitive pitch, Clemenger will oversee the brand’s integrated marketing, creative, and strategy in the lead-up to a major 2026 campaign.

The partnership marks a pivotal step in COLORBOND® steel ongoing journey to strengthen its position as Australia’s most trusted steel brand – one that delivers durability, performance, and aesthetics, while continuing to innovate to meet the demands of Australia’s unique environment.

Clemenger BBDO was selected for its demonstrated understanding of the COLORBOND® steel brand and its ability to deliver an integrated approach aligned with strategy. The agency presented a comprehensive solution that combined strong strategy, bold creative affirmed by positive research results, and a flexible, contemporary operational model built for impact in today’s fast-moving landscape.

Clemenger BBDO is tasked with bringing to life COLORBOND® steel’s 2026 creative campaign that will further evolve the COLORBOND® steel brand through customer-centric storytelling, highlighting COLORBOND® steel’s strength, durability, and beauty at every touchpoint.

Says Lee Leggett, CEO, Clemenger BBDO: “COLORBOND® steel is an Australian icon, and we’re honoured to help write its next chapter. This partnership is built on a shared ambition to continue advancing how the brand shows up in culture while staying true to its legacy of innovation and resilience. We’re proud to be trusted as partners in the custodianship of this brand and to support their go-to-market strategy in new and impactful ways.”

This appointment follows Clemenger BBDO’s recent Kmart win and reflects the agency’s continued momentum after its integration with CHEP Network and Traffik, expanding its capabilities in experience design, content, and commerce.

Clemenger assumes strategic and creative responsibilities from incumbent Richards Rose, which managed the COLORBOND® steel account since 2017. Prior to that, the account was managed by Carlon Leong.

Want to leave a comment? Share your thoughts in the comments box below, making sure to include your full name and email address.