Australian Paper has announced it has awarded its communications planning account to Dentsu Mitchell following a competitive pitch.

Dentsu Mitchell is a long-standing partner of Australian Paper, having worked with the business since 1995.

Australian Paper is reinvesting in its flagship brand, Reflex, with a refreshed creative campaign in early 2018.

Sue Clohesy, marketing manager of office papers at Australian Paper, said: “We are charged with reinvigorating our iconic Australian Reflex brand in an extremely challenging market environment.

“Dentsu Mitchell has demonstrated they are the right media agency partner for us, and we look forward to working with them as we embark on this important new chapter for Reflex.”

Adrian Roeling, national managing director, Dentsu Mitchell, said” “Our appointment to Australian Paper demonstrates our commitment to delivering innovative and effective business solutions through communications.

“We are thrilled to be partnering with Australian Paper to help them further optimise their brand communication outcomes for Reflex.

Michelle O’Brien, group client service director at Dentsu Mitchell, added: “Australian Paper’s brief allowed us to demonstrate our depth in communication strategy and planning capability.

“Our data analytics and propriety tools supported each step of the strategy, instilling confidence in the Australian Paper team. We are excited to work with Australian Paper as they reposition their premium brand, Reflex.”