EXCLUSIVE: NBN Co is working with Leo Burnett Sydney in a creative capacity, as part of its attempts to sell the multi-billion dollar project to the Australian public.
NBN Co confirmed to AdNews it is working with the ad agency, but declined to reveal details. One source said Leo Burnett has been appointed as the agency of record, while another said the agency was working on a project-by-project basis.
AdNews revealed last month that NBN Co had appointed the federal government’s master media agency UM as its media buying and planning agency (page 1, 27 January 2012).
NBN Co was formed to build an integrated national broadband network (NBN) using fibre, and in some cases wireless and satellite links, for Australian homes and businesses.
The project has been the target of criticism from the federal opposition and some sectors of the media. The government’s challenge is to inform the public of the benefits of high-speed broadband internet to justify its multi-billion dollar investment.
NBN Co has hired former Telecom NZ chief marketing officer Kieren Cooney as chief communications officer with a brief to cover traditional and digital marketing and advertising as well as government relations, public relations and corporate communications.
While ad budgets for NBN Co have not been released, it is expected to be significant for a national campaign. In the past, government ad spending has been a controversial subject attracting fervent criticism from the Liberal Party for being an excessive waste of public money.
Last year, production company Sixty40 created a series of 90-second videos which aimed to clarify the benefits of the NBN. Digital agency Reborn was hired to revamp the Department of Communications, Broadband and the Digital Economy’s NBN website. As of 19 January, 6000 homes have been connected to the NBN, mostly in regional areas.
This article first appeared in the 10 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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