Canteen Australia hands creative and media remit to whiteGREY
Canteen Australia has moved to transform its brand in a bid to secure diversified financial support and reach more young people impacted by cancer.
The not-for-profit launched its new marketing strategy with the appointment of Janelle Cook as executive director of marketing and fundraising, and a new agency partnership with whiteGREY Australia.
Cook has previously held a number of marketing roles in the public, private and not-for-profit sector, including Taronga Zoo and Zoetis. She joined Canteen December with a remit to unite Canteen’s marketing and fundraising teams, drive diversified income streams and elevate the Canteen brand among key stakeholders.
“Canteen has a rich history of empowering and connecting people, young and old, through their programs and engagement of the community, and we will continue to build on that. I’m honoured to be driving the next phase of the organisation’s big brand change aspirations,” said Cook.
Having appointed whiteGREY as Canteen’s creative and media agency of record, Cook said the new partnership would be “instrumental in bringing our mission to life through innovative strategies and engaging campaigns”.
Lee Simpson, CEO of whiteGREY, added: “Canteen wants to be in the corner of every young person when cancer crashes into their world. We look forward to creating innovative work to engage with young people, their families and the wider public and play a part in delivering to that inspiring mission”.
Canteen Australia will this year celebrate the 30th anniversary of its Bandana Day campaign, which has to date raised more than $35 million in funding to help young people find the support, connections and friendship they need to overcome the challenges of cancer.
The not-for-profit has previously worked with Havas, which was appointed in 2019 to update its brand platform, brand architecture and core messaging.
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