NSW aged care specialists The Whiddon Group – a longstanding PR and social client of Red Agency – have widened their remit to include content, paid social and SEO in line with the evolution of the aged care sector.

Whiddon, which celebrates its 70th birthday this year, delivers care services that enable quality of life to older people across metropolitan, regional, rural and remote NSW.

Following the deregulation of the Home Care market in February this year, ongoing funding pressures and an increasingly competitive and consumer focused market, the not-for-profit needed to pivot its communications strategy, developing a marketing solution that would work harder for them driving awareness and differentiation, alongside direct lead generation.

As such, the Red Agency team delivered a merged media offering across the Havas Village, providing agile solutions across creative, PR, content, social and SEO/SEM.

The evolution of the partnership was developed with Amiria MacKinnon at The Whiddon Group following her promotion from communications manager to general manager of marketing and communications, reporting to CEO Chris Mamarelis.

“We are thrilled to have had the support of Red Agency and the Havas team to deliver a holistic solution for our growing external communications needs,” MacKinnon said.

“Red Agency has worked hard to build and maintain our presence in the market, and with the new village model working as an extension of our internal team, we can continue to build on this momentum, particularly as we continue to develop and launch new wellbeing programs and aged care services.”

Red Agency business director Grant Richmond-Coggan added: “As legislation in the aged care sector changed, we understood that Whiddon had to pivot quickly from not only being a service provider, but to start competing directly against other providers for customers.

“As such, we took a step back and drew on resources across the Havas Village offering to provide an integrated solution meeting their new business needs.”