Media Release
22 October, 2009
Building Brand Australia - Advisory Panel
Minister for Trade Simon Crean today announced the make-up of the business Advisory Panel to the Building Brand Australia project.
The panel includes Woolworths CEO Michael Luscombe and Lion Nathan CEO Rob Murray. The board will be chaired by eminent businessman David Mortimer.
Mr Crean said he was delighted by the level of business interest in Building Brand Australia.
“Business has a vital role to play in guiding the direction of the Brand project,” Mr Crean said.
“This project is not just about a slogan, it’s about promoting Australia as a country with a diverse and high quality range of products, services and skills.”
“It is about letting the world know about the full range of Australian capabilities.”
The board’s members are:
- Sandra Chipchase – CEO, Melbourne Convention and Visitors Bureau
- Margaret Gardner AO – Vice Chancellor & President, RMIT
- Mark Johnson – Chairman, Australian Financial Forum
- Rob Murray – CEO, Lion Nathan
- Michael Luscombe – CEO, Woolworths
- Peter Yuile – Deputy CEO, Austrade
The advisory board will help oversee the tender process.
Building Brand Australia is a $20 million project with the aim of boosting and broadening Australia’s global image. The new national brand is expected to be announced in February, 2010, with the international launch in May, 2010, at Shanghai World Expo.
“Submissions for the $4 million creative contract closed earlier this month, I am delighted to say we have received more than 60 submissions - many from Australian creative agencies with international links,” Mr Crean said.
The announcement of the board followed a meeting this morning between Mr Crean and
Simon Anholt who is an expert on national image and has advised more than 40 governments.
The latest Anholt-Gfk Roper Nation Brands Index showed Australia has remained in 9th position on the 50-country index.
“Australia is one of the most consistently admired countries in the world. Unlike other countries, Australia’s problem is not building a strong image, but what to do with the strong image it has,” Mr Anholt said.
In accordance with government guidelines, a tender evaluation panel comprised of senior public servants will make a final recommendation on the preferred agency for the creative contract.
Media Inquiries: Mr Crean's office, Clinton Porteous 0403 369 588
Austrade, Leanne Joyce 0419 577 751