The Smith Family appoints The Works as lead agency; launches new Back to School campaign

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The Works, part of the RXP Group, has been appointed lead creative agency for The Smith Family and will support the national children’s charity to deliver on its five year growth and innovation strategy.


The Works, which was awarded the business following a competitive pitch, will manage creative strategy, creative and direct response for The Smith Family’s multiple campaigns. The agency has created the ‘Back to School’ appeal which is currently running across TV, radio, OOH and press.

The Smith Family was established in 1922 and is one of the country’s most recognised charities. Its mission is to help disadvantaged Australian children get the most out of their education so they can create better futures for themselves. Across the five years of its strategy the organisation plans to reach substantially more children and young people living in poverty in Australia today. Ultimately it aims to help them break the cycle through participation in its life-changing programs.

Says Kevin Macmillan, creative partner, The Works: “What was apparent when we were talking with The Smith Family was how similar our culture is to theirs which is always a great place to start when building a new relationship with a new partner. The work they do with disadvantaged young Australians is crucial and we’re looking forward to helping them drive their growth and innovation strategy.”

The Works together with RXP Group will operate alongside The Smith Family’s other agency partners including PHD, Delany Advertising and Flourish.

Says Lisa Allan, head of marketing, The Smith Family: “We’re delighted to have selected The Works as our lead creative agency. Their enthusiasm and ideas on how we can bring to life our mission to connect with the public stood out clearly. Their approach is completely aligned with ours. Importantly, we felt confident that they were the right agency with the right smarts and creative expertise to help take us to the next level and to achieve our goals.”