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.”
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]