In a move set to redefine one of Australia’s most iconic brands, BlueScope Australia has appointed Clemenger BBDO as the new strategic and creative agency of record for COLORBOND® steel. The appointment follows a competitive multi-agency pitch and marks a transformative new chapter for the nation’s most trusted steel brand.
With an eye on its milestone 2026 brand campaign, COLORBOND® steel will now benefit from Clemenger BBDO’s full-service strategic, creative, and integrated marketing expertise. The partnership aims to elevate the brand’s presence across Australia while celebrating its signature qualities of strength, resilience, and design excellence—tailored specifically to withstand the country’s demanding environment.
Clemenger BBDO’s selection was based on its bold creative direction, data-led strategy, and ability to deliver results across modern omnichannel platforms. Their winning pitch included a customer-first storytelling approach backed by robust research, offering a future-proofed creative model designed for today’s fast-paced marketing landscape.
The agency is now tasked with developing and executing COLORBOND® steel’s landmark 2026 creative campaign, which will focus on immersive storytelling and emotional brand connection. Expect campaigns that spotlight COLORBOND® steel’s durability, beauty, and Australian heritage—delivered across digital, social, outdoor, and traditional platforms.
Says Lee Leggett, CEO, Clemenger BBDO: “COLORBOND® steel is an Australian icon, and we’re honoured to help write its next chapter. This partnership is built on a shared ambition to continue advancing how the brand shows up in culture while staying true to its legacy of innovation and resilience. We’re proud to be trusted as partners in the custodianship of this brand and to support their go-to-market strategy in new and impactful ways.”
This appointment adds to Clemenger BBDO’s growing momentum, following recent wins including Kmart, and the agency’s integration with CHEP Network and Traffik, which strengthens its capabilities in experience design, content, and commerce.
Clemenger BBDO takes over from incumbent Richards Rose, who held the COLORBOND® steel account since 2017. Prior to that, the brand was managed by Carlon Leong.
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