Canteen Australia has brought on whiteGrey as its creative technology agency and a new executive director of marketing and fundraising as part of transformation plans for 2024.

The NFP is aiming to rejuvenate its brand and secure diverse financial backing, extending its reach to more young people affected by cancer.

To do this, it's appointed Janelle Cook as Canteen’s new Executive Director of Marketing and Fundraising. Cook brings a wealth of experience from the private sector, government, and non-profit organisations, having led teams to develop successful brand campaigns and customer engagement initiatives.

"Canteen has a rich history of empowering and connecting people, young and old, through their programs and engagement of the community, and we will continue to build on that. I’m honoured to be driving the next phase of the organisation’s big brand change aspirations," said Cook.

The organisation has also joined forces with whiteGREY as creative and media agency of record.

"In a move that further amplifies Canteen’s commitment to excellence, we are proud to announce our partnership with whiteGREY as our creative and media agency of record. whiteGREY will be instrumental in bringing our mission to life through innovative strategies and engaging campaigns," Cook added.

WhiteGREY CEO Lee Simpson, expressed his enthusiasm for the partnership, "Canteen wants to be in the corner of every young person when cancer crashes into their world. We look forward to creating innovative work to engage with young people, their families and the wider public and play a part in delivering to that inspiring mission."

2024 will mark the 30th anniversary of Canteen's National Bandanna Day, an event that has raised over $35 million and supported thousands of young people over the past three decades. "

We’re excited to be working with whiteGREY to reinvigorate the Canteen brand and leverage the 30th anniversary of our iconic Bandanna Day campaign in 2024. With the team’s passionate commitment to our cause as well as their excellent strategic and creative insight, we can’t wait to see where the partnership leads," Cook concluded.