McKenzie Partners wins media account for NextSense and launches rebrand campaign
McKenzie Partners has won the media account for NextSense following a competitive pitch. The first campaign of the partnership centres on their recent rebrand from Royal Institute for Deaf and Blind Children to NextSense.
NextSense is a not-for-profit organisation that’s been supporting people with hearing or vision loss for over 160 years. They work with children, adults and their families to create an individual program of care.
With a 160-year legacy to respect and the impressive rebrand work already complete, McKenzie Partners has been charged with the responsibility of bringing their first ad campaign under the new NextSense brand to market.
Reaching out to Australians across NSW, ACT, QLD, VIC and NT, across both metropolitan and regional areas, the campaign aims to introduce NextSense to Australians who could benefit from its dedicated services. This includes individuals with hearing or vision loss, their families and the communities around them. Ultimately, the intention is to ensure that more Australians understand who NextSense are and what they do.
Darren McKenzie, CEO of McKenzie Partners, says, “To have the opportunity to support NextSense and introduce their rebrand to the Australian market is such a great leap for McKenzie Partners. Both myself and the team are grateful to have been considered and we’re honoured to support this fantastic organisation with such a crucial campaign.”
Nicole Smith, Director of Marketing and Communications at NextSense, adds, “Working with an independent full-service agency has allowed us to take our rebrand to the next level. The team have worked closely with us to ensure our brand assets and long-standing heritage are respected, all while making insightful media recommendations.”
With shifts in media consumption created by the COVID-19 climate, McKenzie Partners and NextSense collaborated on an agile solution to implement this campaign. Seeing strengths in broadcast TV across both metro and regional networks, the team took advantage of increased news consumption and compelling rates. With more Australians at home seeking content on demand, McKenzie Partners chose Connected TV to supplement the campaign.
Additionally, with strong, bright and accessible brand assets to work with, McKenzie Partners leveraged programmatic display, YouTube and social platforms.
During this partnership, McKenzie Partners are aiming to increase awareness of the innovative, dedicated and customised services offered by NextSense. The rebrand campaign is just the first step in ensuring every Australian with hearing or vision loss knows there is support available to help them reach their personal potential.