TBWA Sydney is set to work alongside The
Woolmark Company, having won a pitch to create a unique consumer
campaign following a global search between agencies from New York,
London and Sydney. TBWA's media partner for the pitch and the business
going forward is OMD New York.
The Woolmark Company is the global authority on wool. It conducts research, development and marketing along the worldwide supply chain for Australian wool on behalf of the 60,000 woolgrowers in Australia.
Natural, renewable and biodegradable, Australian Merino wool is one of the world's most versatile fibres and the premier ingredient in luxury apparel.
In recent years, The Woolmark Company has partnered with iconic fashion brands including Raf Simons, Zegna, Tommy Hilfiger and Paul Smith on marketing campaigns.
McCullough, managing director, The Woolmark Company: "The
Woolmark brand is one of the world's most iconic logos and since its
creation in 1964 has been applied to more than 5 billion products
worldwide. However, the meaning behind the mark resonates less with
the new generation of consumers and we are setting out to change this.
"We were impressed with TBWA Sydney's strong strategic thinking and look forward to collaborate with the team to position Merino wool as the fibre of choice for the millennial market."
The Woolmark Company's win was the first new business pitch led by the new TBWA Sydney leadership team of chief creative officer Andy DiLallo, new chief strategy officer Matt Springate and TBWA Australia & New Zealand CEO Paul Bradbury.
Says Bradbury: "This is an incredible opportunity for us," said Paul. "Wool is the most innovative and functional fibre in the world and we feel a great sense of responsibility and excitement to communicate its story to the world."
(Pictured L-R: Caption: TBWA Sydney chief creative officer, Andy DiLallo; TBWA Sydney chief strategy officer, Matt Springate; TBWA Australia & New Zealand CEO, Paul Bradbury and OMD Social, US director, Kerry Perse)