Icon Agency Celebrates 20th Birthday With New Brand Platform

Icon Agency Celebrates 20th Birthday With New Brand Platform
SHARE
THIS



National integrated communications agency, Icon Agency, is launching its new brand platform, ‘For people, with purpose’, to coincide with the agency’s twentieth anniversary.

The philosophy encompasses the firm’s commitment to creating positive impact on people’s lives in a socially and environmentally responsible way.

Co-founder and managing director, Joanne Painter, says the phrase encapsulates a belief system underpinning Icon’s operations.

“We’ve always had a great focus on our people; we started as a small family business and now we’re a business that treats all our people like family. By focussing on what we truly wanted to achieve for the business, our clients, and the remarkable people that make us, we’ve crystallised our core beliefs into four words: for people, with purpose.”

The firm remains proudly independent and family owned, led by its two original founders, Joanne Painter and Chris Dodds.

Joanne Painter said independence is a cornerstone of Icon’s history.

“Through twenty years of business, we’re proud to have remained independent. Independence is about more than ownership structure and shareholdings: it’s a state of mind that opens the agency to new possibilities and unshackles it from the constraints of larger companies.

“It’s incredible to remember the small space above a Richmond shop that Chris and I started in twenty years ago and compare that with the team and four offices we have now.”

The new brand platform was developed through a comprehensive review of the agency’s purpose and goals. To undertake the research, Icon drew on the expertise of its own team, having previously designed brands for organisations like KMD Brands and JANA.

“By turning our own brand and behaviour change methodologies inwards, and consulting widely with our team, we doubled down on our true calling – to make a positive impact on people’s lives, wherever they’re at on their journey, and to minimise harm to the planet.

“We’re really proud of the agency Icon has become: values driven, purpose-led and focussed on projects and clients that make the world a better place. But none of that would be possible without the hundreds of people who’ve built Icon together with us over the years.”

With nearly one hundred people across three cities, Icon combines size and agility.

“Icon’s longevity is testament to our integrated model and the appeal of indy agencies in the fast-changing Australian communications and advertising industries. We bring significant experience in solving complex communications problems, whilst also remaining agile and strongly connected with all our people.

“We’re fortunate to have an incredibly talented team whose passion and commitment to clients elevates our work to another level. We also have a large Icon Alumni of past employees, many of whom have gone on to have stellar careers and remain an important part of our wider family.”

The agency’s twentieth birthday caps a remarkable two years in which Icon won three Agency of the Year awards and more than doubled its revenue and size. The agency also opened a new creative production hub in Melbourne, The Content Garden.

Chris Dodds said the agency is driven by continual improvement.

“We closed out our first two decades with explosive growth, but we know how important it is to keep one eye on the horizon. Since Icon’s inception we’ve been driven by intense curiosity and continual learning, which has kept us relevant and open to continual change.”

“We’re always looking for new technology that will improve the way we operate. AI tools, automation, and the Metaverse are rapidly evolving and it’s our responsibility to understand how we can harness these innovations to provide the best possible service for our clients. Ultimately, we want to give our people a platform to do their very best work.”

Please login with linkedin to comment

icon agency

Latest News

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement
  • Media

Optus Joins The Ash Barty Party & Becomes Her First Partner Since Retirement

Optus has announced world-champion tennis player Ash Barty as its chief of inspiration, Barty’s first new partnership since her retirement from professional tennis in March.   The partnership will see Barty feature in a mix of content initiatives, employee engagement programs and community-focused campaigns to connect Australians and inspire them to say “yes” to their dreams, […]

Lisa Ronson Jumps Out Of The Trolley & Exits Coles
  • Media

Lisa Ronson Jumps Out Of The Trolley & Exits Coles

Lisa Ronson has announced she’s is leaving her role at Coles as the chief marketing officer. Ronson is out of the trolley and into the fire, as they say! Ronson announced the news via Linkedin: “It’s with sadness today that I announce I’ve decided to move on from Coles Group to pursue a number of […]

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign
  • Campaigns

Tourism New Zealand And DDB Invite Curious Explorers In New Global Campaign

Tourism New Zealand has unveiled its first global campaign in two years, IF YOU SEEK – the country’s invitation to international visitors. Launched today in core visitor markets such as Australia and the United States, IF YOU SEEK explores perspectives unfamiliar to the travel category; enticing audiences to explore Aotearoa New Zealand via glimpses of […]

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch
  • Marketing

Hardhat Lands Retail Pioneer Godfreys Account Following Tough Pitch

Following a competitive pitch, retail group Godfreys has announced the appointment of independent creative agency Hardhat. Following two years of growth, with the business now sitting at more than 150 stores and 3 million customers, Godfreys has set about transforming its retail stores to more accurately reflect the business’ category leadership and expertise. At the […]

Shine Awards 2021, Cruden Farm, Langwarrin,     Picture Yuri Kouzmin
  • Media

Rural Aussie Women Celebrated With The Announcement Of 2022 Shine Awards

Rural and regional women who have excelled in making their communities better places to live and work are set to be celebrated with the launch of the Shine Awards, a six-year partnership between rural and regional newspaper, The Weekly Times, and Harvey Norman. Readers are being asked to share their stories and nominate the unsung […]

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association
  • Media

OMA Adds Blue Tongue Outdoor, SureVision And Veridooh To Association

The Outdoor Media Association (OMA) has this month welcomed Blue Tongue Outdoor, SureVision and Veridooh as the latest companies to join the Association. Speaking about the three new members, Charmaine Moldrich, OMA CEO said: “We’re pleased to announce our continued expansion includes media owners, suppliers and adtech. Blue Tongue Outdoor is our first South Australia […]

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up
  • Campaigns

Cheil And Samsung Pre-Empt Galaxy Z Flip4 And Fold4 Release With Melbourne Pop-Up

Data-driven, CX agency Cheil has teamed up with Samsung Australia for the unveiling of Samsung’s latest Galaxy Z Series, the Galaxy Z Fold4 and Galaxy Z Flip4, at one of Australia’s busiest shopping centres, The GPT Group’s Melbourne Central. The ‘Unfold your world’ takeover, which consists of a 64sqm pop-up store in the center of […]

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]