BlueScope Australia has appointed Clemenger BBDO its new strategic and creative agency for COLORBOND® steel, following a competitive pitch managed by Trinity P3, AdNews can reveal.
Clemenger will oversee the brand’s integrated marketing, creative and strategy in the lead-up to a major 2026 campaign.
The agency was selected for its demonstrated understanding of the COLORBOND® steel brand and a proposal that combined strategic thinking, research-backed creative and an operational model built for impact in a fast-moving landscape.
“COLORBOND® steel is an Australian icon, and we’re honoured to help write its next chapter,” said Clemenger CEO Lee Leggett.
“This partnership is built on a shared ambition to continue advancing how the brand shows up in culture while staying true to its legacy of innovation and resilience.
“We’re proud to be trusted as partners in the custodianship of this brand and to support their go-to-market strategy in new and impactful ways.”
This appointment follows Clemenger’s recent Kmart win and adds to its roster of clients, which includes Samsung, Whiskas, Vodka Cruiser, Schweppes and CUB.
It also comes after Clemenger’s integration with CHEP Network and Traffik.
Creative incumbent Richards Rose has held the COLORBOND® steel account since 2017. Before that it was marketing communications agency Carlon Leong.
Atomic 212° was appointed to the media account in September 2024.
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