TBWA Sydney is set to work alongside The Woolmark Company, having won a pitch to create a unique consumer campaign following a global search between agencies from New York, London and Sydney.
TBWA’s media partner for the pitch and the business going forward is OMD New York.
The Woolmark Company is the global authority on wool. It conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of the 60,000 woolgrowers in Australia.
In recent years, The Woolmark Company has partnered with a number of iconic fashion brands on marketing campaigns, including Raf Simons, Zegna, Tommy Hilfiger and Paul Smith.
The first campaign from TBWA Sydney is expected to launch in mid-2018 in the USA, the UK, Europe, China and Japan.
Stuart McCullough, managing director at The Woolmark Company, said: “The Woolmark brand is one of the world’s most iconic logos, and since its creation in 1964, has been applied to more than five billion products worldwide.
“However, the meaning behind the mark resonates less with the new generation of consumers and we are setting out to change this.
“We were impressed with TBWA Sydney’s strong strategic thinking and look forward to [collaborating] with the team to position Merino wool as the fibre of choice for the Millennial market.”
The Woolmark Company’s win was the first new business pitch led by the new TBWA Sydney leadership team of chief creative officer Andy DiLallo, chief strategy officer Matt Springate and TBWA Australia & New Zealand CEO Paul Bradbury.
“This is an incredible opportunity for us,” Bradbury said. “Wool is the most innovative and functional fibre in the world and we feel a great sense of responsibility and excitement to communicate its story to the world.”