Local agency appointed to unify brand Australia
25 Jan 2019
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
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
“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 food and agriculture, education,
tourism, science and technology, sports and the arts.
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 uniqueness, 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.
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