How do you make the most of the extraordinary heritage of one of Australia’s oldest companies?
EVP and Employer Brand
The Australian Agricultural Company (AACo) is one of Australia’s largest integrated cattle and beef producers and the country’s oldest continuously operating company. They own and operate a strategic balance of stations, feedlots and farms spanning approximately 6.5 million hectares across Queensland and the Northern Territory - with team members located in Northern Australia and in commercial markets globally.
AACo wanted to invest in their reputation as an employer to draw in the next generation of talent. At the same time, they needed to articulate a common ‘One AACo’ culture that could unite the different experiences across stations and offices.
Approach
Through extensive data review, we identified common threads at the core of the AACo experience: Australian mateship and care, a thirst for adventure and a passion to progress Australia.
Insight
It’s hard to shake the feeling that there’s more to life than just ‘work’ – deep down, people yearn to break free from the inertia of ordinary and shake their lives up – they just need the right sign.
Idea
Extraordinary is calling.
AACo doesn’t just offer opportunity, they offer a calling – an open frontier of adventure and opportunity that’s anything but ordinary.
Bringing it to life
‘Extraordinary is calling’ formed a powerful Employer Brand platform for attracting new talent and guiding the growth of the business. It has inspired initiatives to keep the AACo community united while their ‘Skyring’ Head Office was being renovated and enabled us to design a new logo and identity for Skyring - Under One Extraordinary Sky. Most importantly, it continues to act as a critical decision making tool, helping AACo harness new ways of working while driving strategy, collaboration and connection throughout the organisation.
