BWM Dentsu wins ABS Census creative account

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BWM Dentsu has been appointed by the Australian Bureau of Statistics as the lead creative agency for the 2016 Census. 

The agency won the account after a competitive pitch process, and will be responsible for driving awareness of and participation in Australia’s digital first Census later this year.

Duncan Young, Australian Bureau of Statistics, said: “The Census is an important event that touches everyone across Australia. We needed to find an agency that could show people not only how quick, easy and secure the Census process is, but also demonstrate how their information will be used to improve the ways that governments serves their communities in the future.

“BWM Dentsu was the standout choice, as they were able to capture the message of the 2016 Census in a clear and engaging way. We’re looking forward to seeing this campaign come to fruition,” Mr Young added.

The integrated campaign will consist of three phases: an approach phase, the Census night itself, and a post-Census reminder phase.

Mark Watkin, Managing Director, BWM Dentsu Melbourne, said the agency was excited to be part of such a significant event.

“This integrated campaign is reaching out to everyone in Australia – a massive undertaking. It’s an incredible chance to remind people that we’re all part of a single national community, and that it’s important every Australian takes the time to participate,” Mr Watkin said. 

The 2016 Census will be held on August 9 2016.