Yango wins Australian Wildlife Conservancy digital account

Independent media agency Yango has won the Australian Wildlife Conservancy’s strategic digital account, taking responsibility for the organisation’s search strategy as it looks to build visibility across traditional and AI-powered search.

The remit will see Yango lead AWC’s generative engine optimisation (GEO) strategy alongside its broader organic search work, targeting audience growth and donor acquisition in Australia and internationally.

Yango will work with AWC’s digital, marketing and scientific teams on a new SEO framework spanning content, keywords, technical architecture and optimisation for traditional search engines as well as AI platforms including ChatGPT and Perplexity.

The account is an interesting extension for Yango, which is better known for media strategy, planning and buying, as brands and organisations begin looking at how their content surfaces within AI-generated answers as well as Google search.

“At Yango, our philosophy is simple: ‘People Focused. Results Driven’. Partnering with an organisation as impactful as the Australian Wildlife Conservancy is a true privilege. As the search landscape rapidly shifts toward AI-generated answers, staying visible requires a blend of rigorous technical foundation and human ingenuity,” Yango organic director Hannah Mannion said.

“We are excited to combine our digital capability with AWC's groundbreaking conservation mission to deliver clear, measurable organic growth.”

Australian Wildlife Conservancy is the country’s largest non-government conservation organisation by land managed or influenced and works across sanctuaries and partnership sites around Australia. Its work spans threatened species protection, ecosystem restoration and partnerships with Traditional Owners, governments and private landholders.

AWC chief marketing and communications officer Ava Lawler said maintaining the organisation’s authority as discovery increasingly moves into AI environments was central to the appointment.

“As a science-informed organisation protecting more threatened species than any other non-government group in Australia, ensuring our digital presence reflects our authority and scientific credibility is vital,” Lawler said.

“Yango demonstrated a clear understanding of our unique operational model and the evolving search environment. Their team’s strategic focus on GEO - without compromising our scientific integrity - makes them the ideal partner to help us engage new audiences, donors, and partners globally.”

The appointment takes effect immediately and follows a run of wins for Yango, including the SMEG media account. The independent has also worked with clients including BYD, Farizon Auto Australia and Amber Tiles.