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X. PR Consultancy of the Year

Campaign Title



Red Agency

Established in 2002, full service public relations agency Red Agency Australia quickly expanded operations, with offices in Sydney, Melbourne and Brisbane. The company and its 21 consultants aim to challenge conventional marketing wisdom to help clients better achieve business objectives through creative communication techniques. Last year was a landmark for Red Agency, both on the awards front and business growth as revenues climbed 50 per cent during the year to touch A$2 million (US$1.9 million). The agency attributes this growth to its new vision and strategy in 2011. This three-year strategic road map included structural changes at the agency, client service tweaks and new business. Of new revenues generated, 17 per cent was from organic growth. The company also returned to profit, after posting a loss in 2011. Red Agency’s Sydney office doubled its growth and contributed 54 per cent of the agency’s revenues. Its Melbourne office grew 48 per cent, accounting for 36 per cent of its overall revenues. The Brisbane business increased 44 per cent and contributed nine per cent of revenues. During the period, client retention stood at 88 per cent across all offices. New business wins were a significant factor in Red Agency’s growth. During the year, it won some high profile businesses, including Accor Hotels, Greencross Vets, Jetts Fitness, Origin Energy, Reckitt Benckiser, WWF Australia and Yahoo. Red Agency predicts it will grow 40 per cent this year and will hit revenues of $3 million. During the year, Red Agency also won 12 national and international awards in 2012 making it the most awarded Australian PR agency. This included a Cannes Lion for the ground-breaking ‘Vanish NapiSan sponsor’s the White House’ campaign, making it the first Australian PR agency to take home a Cannes Lion.