Following a competitive pitch process, the agency partnership will deliver an integrated strategy spanning always-on digital activity, search marketing and targeted engagement around key fundraising periods. 

The initiative will combine Mediahub’s media planning and buying expertise with 303’s data and analytics capabilities, helping ACRF cut through an increasingly crowded charity landscape and connect with audiences more effectively.

Since its establishment in 1984, ACRF is Australia’s only charity dedicated solely to funding cancer research and has committed more than $209 million in grants to 93 research projects across 44 research institutes nationwide. 

303 and Mediahub General Manager Media Kylie Macey said the campaign would focus on highlighting ACRF’s unique role in advancing cancer research: “We’re looking forward to working closely with the ACRF team to meet this challenge, and ensure their valuable work is both recognised, and rewarded.” 

For ACRF CEO Kerry Strydom, the agency partnership stood out for its collaborative approach and strong use of data analytics and “proven media experience to develop an approach that’s unique to our organisation’s challenges.” 

“We can’t wait to see how this will increase our visibility and ultimately lead to greater outcomes within the cancer research field,” Strydom added. 

Mediahub Perth Senior Media Manager Meg Handley concluded that the campaign would focus on maximizing the impact of marketing for brand awareness. 

“We’re incredibly excited to apply our experience and strategic approach to convey their messages to the right people at the right time, build public’s awareness and understanding of ACRF and the work they do, and ultimately, encourage people to donate.” 

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Based in Perth, the agency will create a digital-first brand platform and supporting assets for the long-running campaign. The work will include the development of platform-ready creative and a communications framework designed to be deployed across multiple channels over the coming years.

According to the organisations, the refreshed platform aims to strengthen audience engagement and support participation in fundraising activities tied to the event.

Matt Oakley, Chief Strategy Officer at 303 Perth, said the project focuses on “creating a refreshed creative platform that achieves cut-through and strong conversion to register for, and host fundraising events”.

“Australia’s Biggest Morning Tea is the largest fundraising event of its kind in Australia, and given the cause is so close to many of the 303 team’s hearts, it’s a huge privilege to be given the task to future proof it,” he explained.

“We need to build on the strong existing awareness by developing a strategic platform and identity that can support the event’s evolution over the next three years and beyond. In the process we want to enhance a sense of confidence amongst prospective hosts, and a sense of community amongst future participants who want to be part of it. We’re confident that using our integrated strategy, digital and creative skills while working closely with the outstanding team at Cancer Council will result in the kind of long-term brand proposition that will see this event grow even stronger.”

Australia’s Biggest Morning Tea is an annual community fundraising event organised by the Cancer Council to support cancer research, prevention programmes and support services. Participants host morning tea gatherings at homes, workplaces or community venues to raise donations.

More than one million people take part in the event each year, with organisers targeting more than $17 million in funds raised in 2026.

Natalie Gibbs, Head of Individual Giving and Community Giving at Cancer Council Victoria and Chair of the Australia’s Biggest Morning Tea campaign, said the organisation aims to strengthen the event’s long-term future by expanding how it connects with audiences.

“For over 30 years, Australia’s Biggest Morning Tea has grown to be one of the country’s most recognisable annual fundraisers. But with pressure on people’s pockets, we need to ensure we can not only stand out in what’s becoming an increasingly busy space, but we can connect with our target audience on a number of levels. We were impressed with 303’s proven experience in developing solutions that are custom built to meet future challenges, but also their passion for the cause singled them out as a partner who we knew would approach this with the same level of care and enthusiasm as we do,” she said.

“We’re excited to partner with 303 to take Australia’s Biggest Morning Tea into the future, ensuring more funds are raised for vital cancer research and support for the almost 1 in 2 Australians impacted by cancer.”

In recent years, 303 has worked on strategic brand reviews and platform development projects for a number of organisations in the non-profit and purpose-led sector, including The Push-Up Challenge, EdConnect Australia, St John WA, WA Country Football League, Royal Life Saving WA and Netball Western Australia.

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Migliore has served as managing director of 303’s Perth office since 2019, following his promotion from general manager, a position he assumed in 2017. His earlier tenure with the agency spanned from 2006 to 2013 in business management roles. He later spent four years at other agencies developing his brand and media expertise before returning to the agency when it was known as 303 MullenLowe.

During his leadership, Migliore played a key role in reshaping the Perth office’s direction, aligning it more closely with 303’s entrepreneurial foundations. The shift included broadening the agency’s capabilities beyond traditional advertising, investing in senior talent, and expanding into strategic business, media and brand-led work. The evolution coincided with the agency’s recent rebrand back to 303, reinforcing its independent positioning.

Reflecting on his time at the agency, Migliore said, “I’ve always been a strong believer in the 303 brand, our work and our incredible people. Together, we’ve worked hard to build a rich ensemble and more diverse capabilities that enables the agency to tackle a wider array of client challenges, from business strategy to brand planning to creative, media, and design solutions. This evolution has been rewarding, and an effective strategy for us in this market. I’m supremely confident and excited to see this team driving 303’s success.”

Looking ahead, he added, “The agency is in a strong position, and with an outstanding team in place 303 is perfectly geared to continue the agency’s success.”

“This agency and this industry have given me so much, and although I’m looking at taking a slight detour, I’ll remain strongly connected. I have more to give back and I’m not done with the industry just yet!”

Following Migliore’s departure, oversight of the Perth office will be shared by Chief Strategy Officer Matt Oakley and General Manager Kylie Macey. They will be supported by Attivo CEO Sue Squillace, Executive Chairman Anthony Gregorio, and the local senior leadership team.

Commenting on Migliore’s tenure, Squillace said, “As leader of the Perth business, René has dedicated himself to delivering bold creative, media, and business solutions tailored to the local market. This commitment has seen him attract a talented leadership team that will continue his legacy of collaboration and new media thinking.

“We thank him for the years he has given to this company, his mentorship within the agency and the broader industry, and his tireless advocacy of Western Australian creativity. We look forward to seeing where he will apply his passion and talent next.”

Migliore will remain with the agency until the end of March to support a smooth transition for staff and clients.

303 is part of Attivo, a marketing services group with agencies operating across Australia, New Zealand and the United States, including Mediahub, Tonic Communications, Farrimond, DNY and Hill Holliday.

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Signalling a return to its independent beginnings, the then 303 MullenLowe agency was founded as 303 in Perth in 1991 before expanding into Sydney. In 2016, it became ‘303 MullenLowe’, and today operates across Perth, Sydney, and Auckland. 

The rebranding comes nearly a decade later, with the agency emphasising a continued focus on integration across media, creative, strategy, digital, PR, and retail activation under a single banner.

303 forms part of Attivo, a marketing services group with agencies in Australia, New Zealand, and the U.S. 

Attivo executive chairman ANZ, Anthony Gregorio, said, “The team is embracing the opportunity to take the wheel of the agency’s future direction at a local level. With so much change at a multi-national level, it’s a great opportunity to take a capability-rich offering to market under a single brand, providing an end-to-end solution to clients with strategic orchestration at the core.”

Attivo Group CEO ANZ, Sue Squillace, also added, “The 303 MullenLowe brand has been synonymous with creative effectiveness and behavioural change, testament to which have been its longstanding client partnerships and numerous awards, including multiple Effies, over the years. It has built a strong local position, based on its ability to help the ambitious brands of Australia, particularly those with a conviction to stand for something and effect real change. And it will continue to offer a combined suite of services that deliver agile solutions for clients. It’s an exciting future ahead.”

Throughout 2025, 303 has won several new accounts, including SafeWork NSW, NSW Environment Protection Authority, Netball WA, Levande Retirement Living, The Push Up Challenge, and WA Museum. 

The agency has also delivered campaigns for brands including Budget Direct, Levande Retirement Living, OMO, Weet-Bix, St John WA, Lotterywest, and SafeWork NSW.

The agency’s work with brands such as Sanitarium and Bayer across Australia and New Zealand reflects its expanding trans-Tasman operations.

303 remains majority-owned by Attivo Group, while the ownership structure of sister agency Mediahub and other Attivo agencies, including Tonic Communications, Farrimond, DNY, Hill Holliday, and The Next Practice, remains unchanged.

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