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Australia’s Nation Brand – Update September 2018

I am delighted to report that Australia’s new Nation Brand initiative is in full swing. After an exhaustive search, four creative agencies are poised to pitch their concepts, which will then be tested with Australians and in some of our key international markets.

It’s no exaggeration to say that we have some of Australia’s most inspiring industry leaders supporting the development of a potential brand, which could be a powerful tool for promoting Australian interests globally and for attracting overseas investment.

I look forward to engaging with Andrew Forrest and his fellow Nation Brand Advisory Council members, who have a critical role to play in this industry-led, government-enabled project.

Australia's Nation Brand will project a confident, contemporary and consistent vision of Australia's strengths. A unified and strategic representation of Australia's capabilities internationally will improve our nation's global reputation and competitiveness across all industry sectors to support Australia's economic growth. It's more than just a single logo or tagline, the Nation Brand will provide a strategic framework and narrative to mark our commercial, education and cultural credentials. The development of the new nation brand will help drive our competitive edge in international markets.

For more information visit or email us.
industry engagement
Australia's Nation Brand will be industry-led and government-enabled.
A stakeholder engagement program has taken place in a capital cities around Australia, where businesses leaders from a range of industries have given their insights to help shape the nation brand. The forums were attended by 200 leaders from diverse sectors, who participated in the face-to-face forums in Sydney, Melbourne, Brisbane, Adelaide, Perth, Darwin, Hobart and Canberra.
Watch highlights
advisory council
Australian business and industry luminaries have thrown their weight behind the development of Australia’s Nation Brand, to strengthen Australia’s global competitiveness to take on the world’s best. The Council, chaired by Mr Andrew Forrest, will oversee the development of a new nation brand, ensuring that it resonates in markets across the world to support the export of Australian products, services and interests. 

Advisory members:
  • Andrew Forrest AO, non-executive Chairman, Fortescue Metals
    Group (Chair)
  • Christine Holgate, CEO Australia Post
  • Mike Cannon-Brookes, Co-Founder and Co-CEO, Atlassian
  • Wesley Enoch, Sydney Festival Director
  • Jayne Hrdlicka, CEO, A2 Milk
  • Alan Joyce AC, CEO, Qantas 
  • Bob East, CEO Mantra Group
  • Rod Jones, Former Group CEO, NAVITAS
  • Dr Stephanie Fahey, CEO Austrade
  • Edwina McCann, Editor-in-Chief, Vogue Australia
  • Glenn Cooper AM, Chairman, Coopers Brewery
  • Michael O'Keeffe, CEO AESOP.
For more information click here.
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