Qantas on the hunt for agency to help rebuild staff trust
Qantas' recent 'Every Moment' campaign also Qantas ad put the spotlight on its workforce
Qantas is looking for a creative agency to help repair trust with its 23,000-strong workforce, as the airline tries to move past a string of high-profile controversies.
According to Mumbrella sources, the airline is pitching agencies to develop a new internal brand proposition, which could also form the basis of an external campaign.
A Qantas spokesperson confirmed a “specific project brief” was out to several agencies, but told Mumbrella the focus was not internal but rather on Qantas’ new ultra-long-haul routes (“Project Sunrise”) between Australia’s east coast and cities such as New York and London.
Trust isn’t rebuilt through messaging. It’s earned through behaviour.
No amount of polished creative or increased marketing spend can convince Australians that Qantas has changed if the actions behind the scenes remain the same. The question the public is asking is simple: has anything truly changed?
Brands are defined by people and decisions, not campaigns. Those who oversaw the decline in trust cannot be the same people tasked with restoring it. A sincere apology only matters when followed by visible accountability—leadership renewal, genuine cultural repair, and the return of bonuses gained while laws were being broken.
That would signal integrity. That would reflect the true Spirit of Australia.
Trust comes from action, not rhetoric. If Qantas wants Australians to believe again, the proof will need to be lived—not advertised.
The agency has their work cut out for them there… couldn’t think of a larger fall from grace.
Save the money, give the staff better conditions and sack management and the board. That will help lift morale. It’s not a staff issue it’s a management issue. I guess management need a project to justify their jobs