Clemenger BBDO Sydney has won the global open tender to lead the development of Australia’s nation brand.

The head of Australia’s Nation Brand at Austrade, Fiona de Jong, said the agency, would create an authentic, compelling brand to drive preference and choice of Australia, its people, goods, services and thinking. “We are delighted to appoint Clemenger BBDO after an extensive and competitive global search.”

The selection of a creative agency follows the Australian Government’s appointment last year of the Nation Brand Advisory Council, chaired by Andrew Forrest AO. The nation brand initiative, which is led by industry and co-ordinated by Austrade on behalf of the Australian government, aims to implement a more consistent brand approach, overcoming fragmentation across diverse industries and sectors, including food and agriculture, education, tourism, science and technology, sports and the arts. Growing competition in the global marketplace is putting pressure on Australia to enhance and broaden its international reputation.

“It’s time we were recognised for more than our beautiful beaches, unique animals and friendly people,” de Jong commented. “It’s our uniqueness, resilience and resourcefulness that will take Australia into the future and all these things together form our unique offering to the world.

“The nation brand concept is aimed at firmly positioning Australia as a trusted source of premium quality goods and services; an internationally competitive investment destination; a quality provider of education; and a fabulous place to visit for business or leisure.”

Emily Perrett, managing director at Clemenger BBDO Sydney, described the appointment as a huge honour: “Opportunities like these are once in a lifetime and we’re thrilled to be able to contribute to the continued development and recognition of our country on a global scale.”