Qantas seeks a creative agency to restore trust among its 23,000 employees, following a series of high-profile controversies. The airline aims to move past these incidents, which have caused significant brand damage, as evidenced by shareholder reactions and a decline in trust. The focus is on a new internal brand proposition, which could also serve as the foundation for an external campaign. This initiative follows years of scandals, including unlawful staff terminations, the sale of 'ghost flights', and a third-party review that stripped former CEO Alan Joyce of bonuses. However, recent AGMs and a Roy Morgan report indicate a positive shift, with a focus on moving forward and rebuilding trust. Marketing efforts are evident through increased budgets for Qantas, Jetstar, Frequent Flyer, and TripADeal, reflecting the airline's commitment to improving its reputation and engaging with its workforce.
