Clemenger Sydney to rebrand Australia following $3m Austrade win

Lindsay Bennett
By Lindsay Bennett | 23 January 2019

Clemenger Sydney has won the creative for the Australian Government’s Austrade and is now tasked with rebranding the nation.

The $3m pitch kicked off last year with the government seeking a creative agency to create the "next generation of Australia’s international branding" that will differentiate the country's competitive position in the global marketplace.

AdNews understands Saatchi & Saatchi, Host/Havas and Interbrand Australia all pitched for the business.

It's a big win for Clemenger Sydney, which has recently lost the creative for Tourism Australia and Tabcorp. With Tourism Australia and Austrade working together on some projects, it's likely Clemenger had an edge over other agencies due to its experience on the account.

It's also the first major piece of business the agency has won after Nick Garrett took on the expanded role of Melbourne and Sydney CEO.

Clemenger is now responsible for developing a “contemporary” nation brand platform including brand strategy, brand narrative, visual identity, brand architecture, associated brand assets and creative material.

In addition, they will be charged with implementing ways activate the Australian brand in international markets.

The then-Turnbull government said in late 2017 it wanted to create a more unified national brand with the aim of helping exporters sell their products and services to the world.

Australia hasn't undergone a major rebrand since M&C Saatchi was enlisted to boost the nation's image back in 2010.

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