National retirement operator Levande has appointed 303 MullenLowe its strategic, creative and branding partner, following a competitive pitch.
The appointment will see the agency work towards launching a long-term brand platform for Levande Retirement Living. 303 MullenLowe’s remit covers brand strategy and creative, as well as brand design, social and experience.
303 MullenLowe Sydney’s CEO Joanna Gray said retirement communities are still riddled with the same cliches.
"This is an incredible opportunity to help Levande raise the expectations, bringing together the power of creativity, brand design and retail to drive disproportionate growth," Gray said.
"Because we know that once people experience what Levande has to offer, satisfaction is extremely high. It’s a classic job of closing the gap between perception and reality, using our behaviour change expertise."
A Swedish word that means 'vivid' and 'full of life', Levande embodies the positivity inherent in its name, with more than 9,000 residents residing in 59 communities.
Levande’s chief sales and marketing officer Nik Scotcher said it’s vital that the brand matches the outstanding experience that its residents have.
"But more than that, we want the Levande brand to rise to the expectations that Baby Boomers now have of retirement and create a shared mindset," Scotcher said.
"We’ve got big growth ambitions and we’re excited to start this process with 303 MullenLowe as partners, who have already shown they understand the challenges of the target audience and the broader sector."
303 MullenLowe Sydney’s CSO Jody Elston said she "can’t wait to get started on building the Levande brand and not only smash the misconceptions holding back this category but create work that’s playfully honest, authentic, that speaks genuinely to this audience".
The new partnership adds to 303 MullenLowe’s credentials within the target audience. 303 MullenLowe has also recently been recognised by the broader industry for creating enduring brand platforms; 303 MullenLowe and Budget Direct’s work won two Gold Effies for ‘Long Term Effects’ and ‘Brand Value’ categories in the 2024 Australian Effie Awards.
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