Ogilvy creates new ASA logo

By Jonas Lopez in Marcoms News on

Australian Space Agency branding (photo credit: Dept of Industry, Innovation, and Science) Ogilvy Australia has crafted the brand identity for the Australian Space Agency (ASA).

In choosing Ogilvy as brand partner, the ASA stated that all associated materials — digital or offline — must carry a unique Australian flavour. To this end, Ogilvy analysed the constellations as labelled by Indigenous Australians and laid them out to create a general image of Australia (pictured)

“Given that space isn’t always top of mind for Australians, it was vital that any branding really established the new organisation as a globally-respected, trusted and responsible Australian Space Agency,” said Ogilvy Australia CEO David Fox.

“It also had to match Australia’s creativity and ingenuity through its space exploration involvement. And as a successful Australian agency with our own strong identity, we were proud to use our creative approach to achieve these goals.”

The brand campaign followed the official announcement that the ASA will be based at Lot 14 in Adelaide.

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More Marcoms News

New Havas-GLOW partnership takes shape

By Jonas Lopez in Marcoms News on

Havas Group Australia has joined forces with research technology provider GLOW.

Under their new tie-up, Havas will use GLOW’s agile research platform to collect market insights that clients need. Global panel data specialist Dynata aids in the platform’s data mining with real-time access to a depository of 800,000 Australians.

The move is part of Havas’ recent thrust into more data research tools.

“Our partnership with Glow will give us the competitive advantage of being able to gather a diverse range of consumer insights to fuel our communications strategies across our media, creative and PR disciplines,” said Havas Melbourne Group managing director Matt Houltham.

“From behavioural insights that inform target audience definitions to concept testing ad creative, to getting feedback from events and even for more traditional category U&A and brand tracking research, Glow will enable us to get better insights faster and more cost-effectively.&rd

Herd MSL activates new innovation platforms

By Jonas Lopez in Marcoms News on

PR agency Herd MSL is introducing two new innovations to power its services, as reported on B and T.

The first system, called Results, Outcomes, Analysis and Recommendations (ROAR), is designed to aid clients with the presentation of real-time market information based on their own PR campaigns. The resulting data may lead the client to adjust their movements accordingly.

The second platform, Fluency, is MSL’s global system marketed towards end-to-end influencer activities. It will parlay to Herd MSL’s own influencer database by linking up clients with influencers to give campaigns an added market thrust, which could be critical if the influencer is active in a client’s industry.

Herd MSL innovation lead James Kean is spearheading the rollout of the two platforms. He had been working particularly on the development of ROAR since joining the agency late last year after two years consulting at N2N.

Agency social strategist Cal Guyll is now tasked to manage the Austra

Herd MSL wins Audi Australia account

By Jonas Lopez in Marcoms News on

PR and communications group Herd MSL has scored the corporate communication support contract for Audi Australia.

The new deal calls for Herd MSL to manage Audi Australia’s current communication strategy and brand awareness campaigns for a wider audience.

“We are incredibly grateful to have the opportunity to partner with one of the most progressive and premium brands in the world and one that has forged a reputation both in Australia and globally for excellence and high-performance,” Herd MSL CEO Vanessa Liell said.

“We are an ambitious, fearless and creative team that thrives on achieving more than our clients ever thought possible and are excited to bring our enthusiasm, talent and professionalism to Audi Australia.”

Audi Australia corporate communications manager Shaun Cleary added that Herd MSL’s depth of experience with corporate strategy earned them the assignment.

Publicis Sapient welcomes new digital transformation execs

By Jonas Lopez in Marcoms News on

Publicis Sapient Australia has a new crop of executives to aid the agency’s digital transformation initiatives.

Bruce MacLeod (pictured) comes in from Thoughtworks as Publicis Sapient Australia’s new associate director for public management. He will guide the usage of agile tech methods in bolstering customer value in a campaign.

Fiona Morphett and Danish expat Christopher Toyberg-Frandzen are managers for For Publicis Sapient’s Strategy and Consulting practice. Morphett signed up on account of her experience as Telstra’s strategic transformation manager, plus added roles in the Attorney-General’s Department and Kantar Millward-Brown, among others. Toyberg-Frandzen recently settled in Australia from Denmark, where he finished almost four years as Danske Bank’s resident consultant and project manager for payment solutions.

Both Morphett and Christopher Toyberg-Frandzen will report to fellow hire Jane Headon as their team director. She had just wrap

Hepburn leaves VMLY&R ANZ

By Jonas Lopez in Marcoms News on

Aden Hepburn (pictured) has tendered his notice as CEO of VMLY&R’s ANZ office.

WPP AUNZ announced that Hepburn is set to transition away from the company over the next few months. Hepburn had been in charge since co-CEO Pete Bosilkovski left last month.

Current VMLY&R global chief retail and commerce officer Jon Bird is flying home next month from New York City to assist Hepburn with the changeover.

Bird has been in New York since April 2014, when he joined Labstore as managing director for retail and shopper. He joined the former VML two years later as ED for global retail and shopper marketing and went up to CRCO when the VMLY&R merger was completed.

“I’ve had the most amazing time, loved every minute with the Group, and couldn’t be prouder of our collective achievements. I leave the business in great shape and am excited to see what VMLY&R can do from here - the positioning, capability and promise of the agency is powerful,” sai

Alt/Shift partners with Whitley Neill Gin

By Jonas Lopez in Marcoms News on

UK drink brand Whitley Neill Gin has tapped Alt/Shift as its Australian PR agency.

The new deal will have Alt/Shift handle communications and generate brand awareness for Whitley Neill as it prepares to introduce its flavoured tipple Down Under. Sydney social marketing agency L&A Social will also aid Alt/Shift in the campaign.

Whitley Neill is the premiere drink brand in Halewood Wines and Spirits’ catalogue. Company marketing manager Kelly Coughlan said Alt/Shift’s grasp of the Australian media landscape and creative skills was critical in them landing the account.

“The Whitley Neill Gin brand is innovative, clever and brave, making it both exciting and challenging to work on. It’s rare to get the opportunity to introduce a leading overseas brand to the local landscape but it’s one that we’re uniquely set up to do as an integrated communications agency with a strong strategic and creative footprint,” said Alt/Shift GM Andie Crawford.

3 Phase Marketing opens PR division

By Jonas Lopez in Marcoms News on

Digital media agency 3 Phase Marketing has established its own public relations department.

B and T reported that current content producer Marnie Vinall is now reassigned as the resident publicist. She has done marketing-related content duties for the Crowd Media Group and handled social media channels for 40K Products.

Agency founder/managing director Sonia Majkic said opening a new PR section followed initial success with PR work in some campaigns earlier this year.

“The world of public relations offers endless opportunities for our clients and I can’t wait to get my hands working to weave that magic for them,” added Vinall.

“PR has proved to be incredibly advantageous for our agency, so why wouldn’t we want that for our clients too?”

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