Havas becomes master agency of record for youth cancer charity, Canteen
Youth cancer charity Canteen has appointed Havas as its master agency to develop its brand experience, strategy, and marketing direction.
The appointment will also involve an updated identity for the organisation, including a new brand platform, brand architecture, and core messaging.
In addition, Havas will devise a new marketing strategy and implementation plan, across Havas’ creative, brand experience, digital, innovation and media teams and led by Havas Blvd.
“Canteen has supported young people affected by cancer for over 34 years. Their passion and dedication is truly inspiring,” said Steve Fontanot, Havas Blvd’s managing director.
“At Havas, we centre our thinking around the concept of ‘Meaningful Brands’ and Canteen is a brand that has true meaning. We appreciate their trust in us and are humbled to play a role in this incredible organisation’s journey.”
Canteen was established in 1985 by a group of young cancer patients, and is now the national support organisation for people aged 12-25. The charity offers people within that age bracket practical and emotional support, whether it be in response to their diagnosis or that of a loved one.
(L-R) Ali Morgan (marketing and communications manager, Canteen), Peter Orchard (CEO, Canteen), Alia Khan (marketing and digital engagement manager, Canteen), Elizabeth English (senior account director, Havas Blvd), Alex Erasmus (head of strategy, Havas Blvd), Steve Fontanot (MD, Havas Blvd).
“Every year, another 23,000 young Australians have their world turned upside down by cancer,” said Peter Orchard, Canteen’s CEO.
“Cancer experiences in this age range come with an incredibly complex range of emotional and practical support needs, and they often don’t know where to turn for professional help.”
Orchard added that Havas’ capability as a holding company made it an appealing choice.
“That’s why it’s so important that we build on our outreach to all young people who need our help and having Havas with us on this journey will only strengthen our integrated approach and communications roll-out,” he said.
“Havas offers a multitude of services under the one roof which was a big drawcard for us. We know that partnering with them will allow us to reach as many young people that need our support as possible.”
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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