VicReturn names TBWA\Melbourne full-service agency partner
TBWA's Omnicom stablemate, United, will manage media strategy and buying.
VicReturn, the coordinator for Victoria’s Container Deposit Scheme, has appointed TBWA\Melbourne as its integrated full-service agency, following a competitive pitch process.
VicReturn, a non-profit appointed by the Victorian Government, will work with TBWA\Melbourne to lead its key strategic and creative initiatives. TBWA's Omnicom stablemate, United, will manage media strategy and buying.
TBWA’s PR and social specialist Eleven, along with sustainability consultancy Sustain by TBWA, will focus on driving behaviour change strategies. Think HQ’s CultureVerse will also contribute to the agency village, helping to connect with multicultural audiences.
"We are delivering a world class container deposit scheme for Victorians, aimed at cutting drink container waste, creating jobs and giving back to the community," said CEO of scheme coordinator at VicReturn, Jim Round.
"To achieve this, we need to change behaviours and I’m excited to have TBWA on board to help us shape and deliver this important work."
General manager of Eleven and Sustain by TBWA, Kiefer Casamore, added: "Few brands or organisations have such a direct impact on the environment we live in, so we’re truly honoured to help VicReturn on its mission to increase container recycling rates.
"Our bespoke agency model has been purpose built to serve VicReturn’s unique requirements and we can’t wait to get started."
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This appointment follows a series of recent work and appointments for the disruption company.
In the lead-up to the Paris 2024 Olympic Games, Four’N Twenty launched its national campaign, Running on Paris Time, via TBWA\Melbourne. The agency was also named a partner in this year’s Advertising Capstone Challenge (ACC) alongside NAB.
NCS Australia recently appointed FleishmanHillard Australia, part of TBWA\Sydney, as its public relations agency of record. The agency will be responsible for building the tech service firm's brand in Australia among government agencies and businesses.
