TBWA Melbourne has been appointed as the full-service agency partner for VicReturn, a not-for-profit entity established by the Victorian Government, following a competitive pitch process.

VicReturn is the coordinator for Victoria's Container Deposit Scheme, a program designed to reduce drink container waste, create jobs, and give back to the community.

CEO of scheme coordinator VicReturn, Jim Round, said: "We are delivering a world class container deposit scheme for Victorians, aimed at cutting drink container waste, creating jobs and giving back to the community. To achieve this, we need to change behaviours and I’m excited to have TBWA on board to help us shape and deliver this important work."

TBWA Melbourne set to lead key strategic and creative output under the new partnership, with co-locate Omnicom Media Group agency United to drive media strategy and buying. TBWA's PR and social specialist Eleven and sustainability consultancy Sustain by TBWA will make up the remainder of the full-service remit, working in conjunction with Think HQ's CultureVerse, which will utilise co-design methodologies to connect with and influence multicultural audiences.

General Manager of Eleven & Sustain by TBWA, Kiefer Casamore, said: "Few brands or organisations have such a direct impact on the environment we live in, so we’re truly honoured to help VicReturn on its mission to increase container recycling rates. Our bespoke agency model has been purpose built to serve VicReturn’s unique requirements and we can’t wait to get started."

VicReturn is supported by its members Lion, Coca-Cola Europacific Partners, and Asahi Beverages. TBWA is part of Omnicom Group (NYSE: OMC), a leading global marketing and corporate communications company.