Strategy First

Given the strategic approach outlined in Sydney Water’s RFT, IDENTITY believes the first priority is the development of an annual Sydney Water Multicultural Communications Plan.

To develop this plan, IDENTITY proposes a client immersion session where Sydney Water would share your corporate plans, objectives and timeline, focussing on areas which relate to multicultural audiences.

Based on the brief from the immersion session, IDENTITY would develop the framework of a Sydney Water Multicultural Communications Plan. We propose holding a tissue session with Sydney Water to present our framework. This is a formal check-in to ensure we are delivering to your brief and also gives you the opportunity to provide additional input and help determine priority areas.

IDENTITY proposes a quarterly workshop to review and evaluate achievements to plan.


We believe collaboration between mainstream and multicultural agencies will improve the effectiveness and cost efficiency of campaigns.

We like to play nicely in the sandbox.

IDENTITY has a track record of working collaboratively with mainstream media and creative agencies to adapt for multicultural audiences. For Transport for NSW, we are working with UM, the master media agency to ensure our media schedule leverages the mainstream campaign. We are working with the client’s mainstream creative agencies, Ogilvy, JWT, Y&R and Circus to ensure their campaign visuals and messaging resonates with multicultural audiences.