SYDNEY: M&C Saatchi has won the $4 million Building Brand Australia account to create a brand to boost the nation's global image.
The agency won the four-year account following a drawn out pitch against STW Group, Sapient Nitro and George Patterson Y&R, in partnership with Landor.
The $20 million Federal Government initiative was launched in August last year to seek an agency to create a brand to broaden Australia's image globally.
The pitch panel was handled by Austrade along with senior representatives from Tourism Australia and the Department of Foreign Affairs.
The appointment was originally intended to be made in February with plans for a global brand launch in May at the Shanghai World Expo.
At the launch Trade Minister Simon Crean said Building Brand Australia is about developing a cohesive brand to encompass all sectors such as trade, investment and education in a new way to sell Australia to the world.
"The Australian way is to underplay our achievements but this kind of modesty only surrenders the edge to our competitors. It is time for Australia to more actively promote itself."
"We need a cohesive brand that captures the essence of Australia and underscores the quality of all that we have to offer in sectors such as trade, investment and education."
Last month Tourism Australia unvieled its 'There's Nothing like Australia' campaign, created by DDB, which it said would "fit neatly into Building Brand Australia".
M&C Saatchi global chairman Tom Dery said the agency had gained experience from Tourism Australia, Tourism New Zealand and recent work with Abu Dhabi's national positioning.
"This is a huge win, a great testimony to the way our new brand company Re and the agency group work well together," Dery Said.
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