Guinness World Records Awards Australian PR Brief to The Red Agency
Guinness World Records, the global authority on record breaking, has appointed The Red Agency – part of the Havas Group - to handle its consumer and B2B PR activity in Australia and New Zealand in 2016. The appointment was made following a multi-agency pitch at the end of last year.
The agency will be tasked with year-round brand management and promotion; highlighting the record-breaking achievements of individuals and promoting the services of Guinness World Records’ commercial department, working with brands, agencies and charities to create world record attempts that enhance their marketing, PR, CSR or employee engagement campaigns.
Nadine Causey, Guinness World Records Senior Vice-President, EMEA & APAC, said: “Australia is an exciting growth territory for Guinness World Records in terms of enthusiasm and passion for record breaking. The response to our agency brief was overwhelming and all agencies involved had great presentations and ideas. We felt, however, that the Red Agency’s response went beyond what we had originally asked for and their ideas, brand values and growth ambitions were most closely aligned with our own. We looking forward to working with them to grow the success of the Guinness World Records brand in Australia and New Zealand.”
Adam Freedman, Account Director, Consumer at Red Agency, said: "It's not every day you get the opportunity to work with an organisation which has such a strong and unique impact on popular culture. People and brands across the world aspire to one day have their name written in the official Guinness World Records. There are so many records out there, ready to be broken and new ones ready to be made - quite simply anyone can be a record-breaker. We can't wait to get started and help people and brands across Australia and New Zealand to break a record. We encourage anyone that is up for the challenge to contact us."
Australia is the fourth largest market for Guinness World Records Publishing after the UK, US and Germany. Over the past year, Guinness World Records has worked with numerous household names in Australia including Momentum Worldwide, Pacific Magazines, Dymocks, Woolworths, Habitat and IKEA.
Guinness World Records will be joining an impressive client roster at The Red Agency which includes Cadbury, Coca-Cola, Heineken, Yahoo7 and HTC. The agency has won 5 Cannes Lions since 2012 and is the first PR Agency to win Public Relations Institute of Australia (PRIA) Agency of the Year back to back (2014 & 2015).
Red Agency is wholly owned by Havas, one of the world’s largest marketing and communications organisations. Red Agency Managing Director, James Wright, who is also Chief Operating Officer of the Havas Group in Australia, will provide strategic and creative direction to the account, which will be run out of Red Agency's Sydney office and headed day-to-day by Account Director, Adam Freedman.
Category: Associations , Corporate and social