M&C Saatchi wins Building Brand Australia brief

Austrade has announced the appointment of M&C Saatchi to the government’s Building Brand Australia initiative.

The agency will develop a new international brand for Australia as part of a $20m strategy to improve the country’s trade relations.

The new creative concept will be unveiled next month.

M&C Saatchi is understood to have pitched against STW Group, Sapient Nitro and the team of George Patterson Y&R and Landor.