The Red Agency has nabbed the account for the Guinness World Records to handle its consumer and B2B PR activity in Australia and New Zealand.
The appointment was made off the back of a multi-agency pitch at the end of last year, with the agency set to tackle year-round brand management and promotion, promoting highlights of the global authority on record breaking, and endorsing the services of the business’ commercial department.
The Red Agency will also work with brands, agencies and charities to create world record attempts that boost its marketing, PR, CSR and employee engagement campaigns.
“Australia is an exciting growth territory for Guinness World Records in terms of enthusiasm and passion for record breaking. The response to our agency brief was overwhelming and all agencies involved had great presentations and ideas,” Guinness World Records senior vice-president, EMEA & APAC Nadine Causey said.
“We felt, however, that the Red Agency’s response went beyond what we had originally asked for and their ideas, brand values and growth ambitions were most closely aligned with our own. We looking forward to working with them to grow the success of the Guinness World Records brand in Australia and New Zealand.”
Account director, consumer at Red Agency Adam Freedman added, “It’s not every day you get the opportunity to work with an organisation which has such a strong and unique impact on popular culture.
“People and brands across the world aspire to one day have their name written in the official Guinness World Records. There are so many records out there, ready to be broken and new ones ready to be made – quite simply anyone can be a record-breaker. We can’t wait to get started and help people and brands across Australia and New Zealand to break a record. We encourage anyone that is up for the challenge to contact us.”
Australia is the fourth largest market for Guinness World Records Publishing after the UK, US and Germany. Over the past year, Guinness World Records has worked with numerous household names in Australia including Momentum Worldwide, Pacific Magazines, Dymocks, Woolworths, Habitat and IKEA.