Barangaroo, the redevelopment project on the western edge of Sydney's central business district, has appointed 15 agencies to cover categories of creative engagement, design services, digital media services, public relations services, writing services and photography. The Barangaroo area is an inner-city suburb of Sydney, which was originally used for fishing and hunting by Aborigines and became an important commercial shipping area throughout the 19th and 20th centuries. By 2003, however, the shipyards and docks had become desolate, and the Government of New South Wales began to put together a plan to redevelop the site. The Barangaroo Delivery Authority was established in 2009 to facilitate the development of the area into a district that balances commercial, social, economic and environmental outcomes, with everything from hotels, casinos and entertainment complexes, to parks, offices and apartment complexes scheduled to find a home in Barangaroo by its planned completion in 2023.
The Barangaroo Delivery Authority was established in 2009 to facilitate the development of the area into a district that balances commercial, social, economic and environmental outcomes
Handling creative marketing duties will be Publicis Mojo, who beat out Droga5, Leo Burnett, McCann World Group, Naked Communications and The One Centre Group for the account. Digital will be handled by Really Useful Crew, Analog Folk and Soap Creative, and design duties will be shared between Emery Studio, Maud and Garbett Design. PR will be split between Access Public Relations, Bang Pty Ltd and KJA, writing has been given to 1st Avenue, White Works and Republic of Everyone, and photography will be shared between Visual Eyes International and Monster United.
An introduction to the “Beauty of Barangaroo”
All agencies have been appointed for two years. Some might argue that appointing 15 agencies will lead to inconsistent messaging, but Barangaroo is an incredibly ambitious project with numerous markets to consider. A statement from the Barangaroo Delivery Authority said “This is an exciting time at Barangaroo with only one year to go until the opening of Headland Park and the first commercial tower at Barangaroo South in July 2015.” They said they appreciate “The time taken by all those who responded to the EOI,” and would like to “Sincerely thank them for their efforts and their interest in Barangaroo.”
A statement from the Barangaroo Delivery Authority said “This is an exciting time at Barangaroo with only one year to go until the opening of Headland Park and the first commercial tower at Barangaroo South in July 2015.”
News of the agency appointments arrived just as John Tabart, the long-serving chief of the Barangaroo Delivery Authority, announced his resignation, leaving businessman Craig van de Laan to act as chief executive until a suitable replacement is found. Tabart ran the BDA from the beginning, but will be finishing next Monday according to chairman Terry Moran. Moron said that it was time for a new CEO to guide to project through to its completion, and that both he and Tabart “Indicated to the management team in June” that they were “Considering the best succession planning process and new executive appointments.” He also said that although Tabart will be stepping down as CEO, he will remain in an “Advisory role with the authority,” as a global search is undertaken for his replacement. The BDA also recently announced a shortlist of five developers for Central Barangaroo, one of three Barangaroo precincts. Barangaroo Central will be the residential and commercial area, Barangaroo South will act as an extension of the central business district and Headland Park will consist of a 15 acre park at the north of the site.
Official Publicis Mojo Website
Benjamin Hiorns is a freelance writer and musician from the UK who has friends in Sydney who keep pestering him to visit. Consider me convinced!
