Supermassive, a new creative agency founded by Laura Aldington, Simone Gupta and Jon Austin, had won P&O Cruises.
The win is seen as a major coup for the newly formed independent. The cruise ship company previously used creative agency Bashful.
Supermassive will oversee the repositioning and relaunch of the 90-year-old Australian brand, resulting in a new brand platform, identity and a refreshed creative output across all channels.
“P&O, a pioneer in Australian cruising for 90 years, is proud of its uniquely Australian offering," says P&O Cruises chief commercial office, Kathryn Robertson.
"We are thrilled to partner with Supermassive, who have demonstrated a disciplined and fresh approach to brand strategy and non-traditional thinking, that will no doubt further enhance the P&O brand."
The appointment is immediate, with new work expected later this year.
Supermassive Co-Founders, Laura Aldington, Simone Gupta and Jon Austin, say the opportunity to help the iconic brand realise its full potential by bringing a whole new audience to cruise is a dream brief.
"The P&O team's ambition to pair disciplined brand thinking with effective creative excellence aligns perfectly with ours, and we can't wait to get started," they say.
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