Y Australia, formerly YMCA Australia, has appointed Think HQ to lead its national creative platform, following a competitive pitch process. Think HQ said it secured the win after a four-week competitive pitch process against three other agencies.
Following its 175th anniversary, Y Australia appointed Think HQ to create its first unified national brand platform, bringing together 12 member associations and a diverse range of services under a single strategic brand proposition.
The nationally scalable platform aims to strengthen Australians’ emotional connection with the Y, shift brand perceptions and drive participation nationwide. The first national creative campaign, launching in 2026, will be the first expression of this long-term platform.
“From the outset, Think HQ showed they genuinely understood who we are, what we stand for and the diverse communities we serve across Australia,” said Alexandra Ash, CEO of Y Australia.
“Throughout the pitch process, we built a genuine partnership based on shared values and a clear understanding of where the brand wants to go next,” added Jen Sharpe, Founder and Managing Director, Think HQ.
