Nation Brand appoints Clemenger BBDO, Sydney as new creative agency to unify brand Australia
Creative agency Clemenger BBDO Sydney has been selected to lead the development of Australia’s nation brand following the conclusion of a competitive global open tender process.
The head of Australia’s Nation Brand at Austrade, Fiona de Jong, said the agency, one of Australia’s largest, would create an authentic, compelling brand to drive preference and choice of Australia, its people, goods, services and thinking.
Says de Jong: “We are delighted to appoint Clemenger BBDO after an extensive and competitive global search.”
Selection of a creative agency follows the Australian Government’s appointment last year of the Nation Brand Advisory Council, chaired by Andrew Forrest AO.
Led by industry and coordinated by Austrade on behalf of the Australian government, the nation brand initiative is seeking to implement a more consistent brand approach, overcoming fragmentation across diverse industries and sectors, including food and agriculture, education, tourism, science and technology, sports and the arts.
de Jong said growing competition in the global marketplace meant Australia must work harder to enhance and broaden its international reputation: “It’s time we were recognised for more than our beautiful beaches, unique animals and friendly people.
“It’s our uniqueness, resilience and resourcefulness that will take Australia into the future and all these things together form our unique offering to the world.
“The nation brand concept is aimed at firmly positioning Australia as a trusted source of premium quality goods and services; an internationally competitive investment destination; a quality provider of education; and a fabulous place to visit for business or leisure.”
Emily Perrett, managing director at Clemenger BBDO Sydney, described the appointment as a huge honour: “Opportunities like these are once in a lifetime and we’re thrilled to be able to contribute to the continued development and recognition of our country on a global scale.”
14 Comments
Nice one guys!
That should fill the Tourism Australia hole nicely. Hats off
One of the most contested pitches of 2018, had every agency on it for 6 months.
Huge win for Clems.
hopefully keep the lights on over there in their new fancy offices
Clems has a toxic agency culture, winning small government accounts isn’t going change that.
Did I read that right? A global pitch for the Austrade account. The brand that encourages people to buy Australian looked outside Australia for its agency?
They will have to hope that the new Government at the next election doesn’t decide that this is one of many projects set up by the current government to be abandoned to save money .
$3M = $3. It won’t pay for the milk arrowroots in the tea room at Walsh Bay
^ Meh
word.
Did you confuse your cities? I don’t think anyone who has ever worked at Clems Sydney in the past few years thinks that.
Regards,
Someone not at Clems Sydney.
Ex Clems Sydney here and absolutely confirm @meh St Leonard’s and Walsh Bay
Word!
Geez you’re a positive lot !!
I read with interest the article in The Australian regarding Clemenger’s appointment. Congratulations, this is an interesting and exciting opportunity.
Once again Australia is demonstrating that it is still a man’s world! The Advisory Committee (as outlined in the article) is all male!. Really do not women play any role in the knowledge base of this national issue? It is mind bobbling to think that within all of Australia there is not one women with the expertise and standing within the community that can further enhance the desired outcomes. To appoint a women at this point will simply smack of the ‘token women’ yet again. We need good people however to neglect the input of 51+% of the population is …….
I hope the next generation will have these matters well and truly resolved, clearly in 2019 we are incapable.