Australian Government crest

Australia’s Nation Brand – Update January 2019

Australia’s Nation Brand team wishes you a successful and prosperous 2019! We are pleased to announce the appointment of Clemenger BBDO as the creative agency to assist in developing Australia’s Nation Brand. 
Local agency appointed to unify brand Australia
Creative agency Clemenger BBDO Sydney has been selected to lead the development of Australia’s nation brand following the conclusion of a competitive global open tender process. 

The head of Australia’s Nation Brand at Austrade, Fiona de Jong, said the agency, one of Australia’s largest, would create an authentic, compelling brand to drive preference and choice of Australia, its people, goods, services and thinking.
“We are delighted to appoint Clemenger BBDO after an extensive and competitive global search,” Ms de Jong said.
Selection of a creative agency follows the Australian Government’s appointment last year of the Nation Brand Advisory Council, chaired by Andrew Forrest AO.
Led by industry and coordinated by Austrade on behalf of the Australian government, the nation brand initiative is seeking to implement a more consistent brand approach, overcoming fragmentation across diverse industries and sectors, including the arts, education, fashion, food and agriculture, tourism, science and technology, sport and entertainment.

Ms de Jong said growing competition in the global marketplace meant Australia must work harder to enhance and broaden its international reputation.
“It’s time we were recognised for more than our beautiful beaches, unique animals and friendly people,” she said.
“It’s our optimism, 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, described the appointment as a huge honour.
“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,” she said.

For more information, go to:
Australia in the news
market analysis
Australians have more fun
NY Times: An opinion piece contrasting the Australian way of life with that of the USA.  
Read more
Top end wedding
Historic Australian contingent at Sundance
Screen Australia: A record six Australian feature films will screen at the Sundance Film Festival this year.
Read more
Telstra, Qantas Australia's leading brands
AFR: Telstra has held onto the crown of Australia's most valuable brand for the fourth year running, while Qantas has surged to become the country's strongest brand.
Read more
Clems Sydney wins $3M pitch to unify brand Australia
B&T Magazine: Clemenger BBDO Sydney has been appointed as the creative agency to lead the development of Australia’s nation brand.
Read more
About the project
Australia's Nation Brand will be a unified and strategic representation of Australia's capabilities internationally. It will improve our nation's global reputation and competitiveness across all industry sectors to support Australia's economic growth. 

For more information visit or email us.

Subscribe to Australia’s Nation Brand newsletter