P&O Australia appoints Supermassive as new creative agency for brand relaunch 

Supermassive has been named the new creative agency of record for P&O Cruises in a major coup for the newly formed independent.

The agency will oversee the repositioning and relaunch of the 90 year old Australian brand, resulting in a new brand platform, brand identity and refreshed creative output across all channels.

Says Kathryn Robertson, chief commercial officer, P&O Cruises: “P&O, a pioneer in Australian cruising for 90 years, is proud of its uniquely Australian offering. We are thrilled to partner with Supermassive, who have demonstrated a disciplined and fresh approach to brand strategy and non-traditional thinking, that will no doubt further enhance the P&O brand.”

Says Laura Aldington, Simone Gupta and Jon Austin, co-founder, Supermassive: “The opportunity to help this wonderful, iconic brand realise its full potential by bringing a whole new audience to cruise is a dream brief for us. The P&O team’s ambition to pair disciplined brand thinking with effective creative excellence aligns perfectly with ours, and we can’t wait to get started.”

The appointment is immediate, with new work expected sometime later this year.