Movember appoints SMART to its global brand strategy

Hero’s rebooted brand consultancy SMART has won an account with Movember to manage its global brand strategy, following a competitive pitch process.

SMART will be working with the organisation on its five-year organisational strategy to accelerate Movember’s work in the improvement of men’s mental health and the prevention of suicide, prostate cancer and testicular cancer.

SMART will develop a long-term strategy that builds on its history and is future-proof for further evolution of the organisation.

“We have ambitious plans to further expand Movember’s remit in assisting men live healthier lives. This project aims to ensure the brand is in the best position to achieve our future plans, whilst holding steadfastly to our roots,” Movember CEO Michelle Terry said.

“We needed a partner that would become an extension of our team and we’re excited to embark on this opportunity to innovate our brand with SMART.”

SMART was rebooted as a ‘brand innovation consultancy’ last year in a move to continue building out the capabilities of Hero, the agency group created by Ben Lilley.

The business began its life in 2000 as a creative agency founded by Lilley, Paul Findlay, John Mescall and Ashley Farr. In 2011 SMART was sold to McCann, with Lilley becoming the latter’s CEO. Lilley’s acquisition of McCann Worldgroup Australia in February 2020 saw him repurchase SMART, alongside the Brisbane, Melbourne and Sydney operations of McCann and PR agency The Red Republic.

In its new life, SMART is led by former Cowan leaders Dominic Walsh and Bob Price.

“Our approach to strategy is based on futures thinking allowing us to work with Movember to evolve its brand to achieve their unashamedly ambitious plans,” Walsh said.

“We are in a unique and fortunate position to integrate with a brand that not only wants to support outcomes for men’s health but fuel them. This alone makes it a partnership worth being excited about. Every move will be intentional and purposeful to ensure the brand never stands still and is always set apart.”


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