FleishmanHillard begins new government partnership
TBWA’s FleishmanHillard Australia has been appointed as the agency of record for the NSW Government’s Office of the 24-Hour Economy Commissioner, Mumbrella can reveal.
Working to build “vibrant, diverse, inclusive, and safe” 24-hour economies across the state, the Office works with government partners, local councils, industry, and the community on appealing hospitality and entertainment precincts.
The agency will help build the Office’s brand across the state, and assist its remit expansion into regional NSW. It will help educate new markets and drive collaboration and participation within the 24-hour economy.
FleishmanHillard has also been tasked with raising awareness of and supporting the implementation of the 24-Hour Economy Strategy, as well as other key programs and initiatives including Purple Flag, the Uptown District Acceleration Program, the Live Performance Venue Program, and Vibrancy Reforms, among several others.
“It’s an important time for NSW when it comes to the 24-hour economy. Our ‘Truly Curious’ approach to great earned-led ideas and everyday storytelling will support the Office of the 24-Hour Economy Commissioner, part of the NSW Department of Creative Industries, Tourism, Hospitality and Sport to communicate key initiatives,” said Lexi Penfold, general manager at FleishmanHillard Australia.
“We’re looking forward to helping to drive and tell the story of the 24-hour economy across the state and support in transforming cities and regions.”
The agency officially commenced work with the Office of the 24-Hour Economy Commissioner in September.
It has also recently won pitches for Bugaboo and NCS Australia’s PR accounts, as revealed by Mumbrella.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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topics
24-hour economy
comms
FleishmanHillard
FleishmanHillard Australia
Lexi Penfold
NSW Government
Office of the 24-Hour Economy Commissioner
PR
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