Clemenger BBDO Sydney wins government pitch to rebrand Australia

Clemenger BBDO Sydney has won Austrade’s creative tender and will now be tasked with developing Australia’s ‘nation brand’.

The government tender was worth $3m and sought an agency which could create “a unified brand” and a “more consistent brand approach” which “will bring together Australia’s export strengths – such as tourism, agricultural products and education – under one Australian banner”.

Photo by Leio McLaren (@leiomclaren) on Unsplash

The win comes seven months after the government announced it was seeking an agency “with the best creative minds” to create the next generation of Australia’s international branding.

Clemenger BBDO Sydney beat three other shortlisted agencies, including Saatchi & Saatchi, Host/Havas and Interbrand Australia.

Fiona de Jong, the head of Australia’s nation brand at Austrade, said the government agency was delighted to appoint Clemenger BBDO after an extensive and global search.

She also hinted the rebrand – which includes cementing Australia as a trusted exporter of premium-quality goods and services, a competitive investment destination, a quality provider of education, and a great place to visit – needed to be far more than the aesthetics of the country.

Clemenger BBDO will need to tap into more than just Australia’s cute and cuddly wildlife (Photo by David Clode on Unsplash)

“It’s time we were recognised for more than our beautiful beaches, unique animals and friendly people,” she said.

“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, added: “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.”

The win comes at a pivotal time for Clemenger BBDO Sydney as the agency lost its biggest account, Tourism Australia, in December.

Meanwhile the agency also relinquished another client, TAB, to M&C Saatchi.


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