The Smith Family appoints The Works as lead creative agency

The Works, part of the RXP Group, has been appointed lead creative agency for The Smith Family as part of the charity’s five year growth and innovation strategy.

The agency was awarded the account following a competitive pitch, and will manage creative strategy, creative and direct response for The Smith Family’s multiple campaigns.

As part of its five year strategy, The Smith Family plans to reach substantially more children and young people living in poverty in Australia.

“What was apparent when we were talking with The Smith Family was how similar our culture is to theirs which is always a great place to start when building a new relationship with a new partner,” Kevin Macmillan, creative partner at The Works said.

“The work they do with disadvantaged young Australians is crucial and we’re looking forward to helping them drive their growth and innovation strategy.”

The Works will operate alongside The Smith Family’s other agency partners including PHD, Delany Advertising and Flourish.

The agency also created The Smith Family’s ‘Back to School’ appeal, which is currently running across TV, radio, OOH and press.“We’re delighted to have selected The Works as our lead creative agency.

“Their enthusiasm and ideas on how we can bring to life our mission to connect with the public stood out clearly,” said Lisa Allan, head of marketing at The Smith Family.”Their approach is completely aligned with ours. Importantly, we felt confident that they were the right agency with the right smarts and creative expertise to help take us to the next level and to achieve our goals.”


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