Credit: Amy Jordee Photography
Brisbane 2032 has planned a three-year brand build that stretches into a four-year global program, as the organising committee opens 50 creative EOIs and signals that key agency appointments are still to come.
For agencies, the message is simple, there is work on the table and plenty more ahead.
Brisbane 2032’s long-term brand system has been years in the making and will continue well past the Olympic emblem reveal next year.
Speaking at AdNews Brisbane Live, Brisbane 2032 director of strategic engagement, brand and marketing communications, Rebecca Masci, and Brisbane 2032 CMO, Brent Hill, detailed the next steps of planning and procurement for the upcoming Olympic Games.
The organising committee has mapped out a multi-year schedule that tracks with the Olympic cycle and the global attention that follows each host city.
“The full brand system, including international and national research, engagement programs, an interim brand system, launching our channels and the emblems, will be a three-year process,” Masci said.
Masci, said the program then rolls on as attention shifts to Los Angeles.
“Leading into LA, that work becomes a four-year program,” she said.
For agencies chasing Olympic work, the opportunity is not abstract. It’s live.
Brisbane 2032’s 50 EOIs that are currently in market span research, signage, installations, creative talent and artist commissions.
The organising committee is also trying to draw out capability from small studios as much as large networks.
“We want artists to come to the forefront,” Masci said.
“We’re actively looking for agencies and people to work with us.”
Those EOIs sit under the Queensland Procurement Policy, which the organising committee must follow and Masci encouraged agencies to become familiar with.
To get involved, agencies need to register on QTenders and the EOI portal at brisbane2032.org.
Sustainability, DEI and social enterprise involvement all form part of the assessment.
Masci said scale is not a prerequisite and is urging agencies to pitch only what they can do well.
“You don’t need to be a massive agency,” Masci said.
“If you can’t do the full scope, tell us the portion you can do.”
While the pipeline is large, the team has not picked its core partners for the big-ticket communications roles.
Hill said they are already working with dozens of agencies but the door remains open with more opportunities coming down the line.
“We haven’t appointed a PR agency, creative agency or digital agency yet,” Hill said.
“If you have amazing ideas, come to us.”
Hill said the organising committee’s budget is still small and will grow only through sponsorship.
That means the work needs to be smart and high impact.
“We need clever ideas. If you’ve got the world’s best outdoor idea or an airport activation, talk to us.” Hill said.
With that commercial reality comes pressure on the brand system itself.
It must work hard and carry revenue responsibility, not just aesthetic ambition.
Masci underlined this point.
“There’s a misconception that because we’re delivering the largest sporting event in the world, we must have the largest budget,” she said.
“Everything we deliver as the organising committee is self-funded.
“We need a brand that helps generate the revenue to pay for what we have to deliver.”
For agencies, that means the Games will reward ideas that solve problems, not ones that rely on scale.
The team has been clear, they want creativity, they want Queensland knowledge and they want specialist skills that can plug into a vast ecosystem.
The next major milestone is the Games Vision launch on December 3, a national engagement piece shaped by more than 6,000 people.
Next will be the Brisbane Olympics emblem reveal, which was recently finalised internally, followed by years of global activation.
Hill confirmed the emblem would be unveiled mid next year.
“I’m proud that it reflects the Australian spirit,” he said.
He expects the design to evolve over time.
“With six years until 2032, we can evolve digital applications, animation and more,” Hill said,
Masci said the emblem is only one piece of a much larger identity.
“We aren’t just designing an emblem, we’re designing a full brand system (because) the brand must live as a legacy” she said.
As the Brisbane 2032 cycle accelerates, the opportunity for brands extends beyond the organising committee’s procurement pipeline.
Recent Games show the value in starting early and building authentically.
Brisbane 2032 is still six years away, but for agencies looking for work or a foothold, the window has already opened.
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