The Kimberley Foundation Australia (KFA) has named McCann Melbourne as creative agency partner, tasked with repositioning the brand as it changes its name to Rock Art Australia.
The name change reflects KFA’s mission to study Aboriginal rock art and its context in order to add to the narrative of human origins and habitation, which requires research beyond the Kimberley region. McCann will be supporting the brand in activities that generate donations from new sources as the organisation expands its scope.
The KFA is a not-for-profit organisation that facilitates scientific rock art research and has spent more than two decades working to protect Aboriginal rock art in the Kimberley region of northern Western Australia.
The KFA studies the history of Aboriginal rock art
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KFA CEO, Cas Bennetto, said McCann had proven itself as a strategic and tactical partner.
“Since coming on board, McCann has proved themselves to be valuable strategic partners,” Bennetto said.
“Their understanding of the complexities of our business, combined with their tactical minds and creativity make them the professional partners we need to make this exciting next step. They have been enthusiastic allies on our team.”
McCann’s chief strategy officer, Simon McCrudden, commented: “At McCann we exist to help brands play a meaningful role in peoples’ lives. KFA play one of the most meaningful roles in helping to promote and protect Aboriginal rock art. We are excited to partner with them to help further shape their role going forward.”
McCann recently migrated onto a single cloud-based business operating system, Hero, alongside its fellow agencies The Red Republic, Smart, JSA Digital, Engine Room Productions and B.B.E.
Hero is also the new name of Ben Lilley’s group of agencies, following his acquisition of McCann Worldgroup Australia from IPG in February. The introduction of Hero is designed to streamline client services, providing one touch-point for clients across the entire business.
The KFA joins McCann Australia’s client list, which includes Coca-Cola, L’Oréal, MasterCard, Microsoft, Menulog, Nestlé, Ebay, Sanofi and the Federal Government.
