DDB 'disappointed' in Tourism Australia loss, two agencies take over

DDB 'disappointed' in Tourism Australia loss, two agencies take over


B&T Magazine
Posted by B&T Magazine

Updated: DDB has lost Tourism Australia’s global creative services account following a pitch.

Clemenger BBDO will now handle the creative services account with DT to provide digital creative services.

The two agencies will commence work on the account on July 1 this year.

DDB Sydney has held the account for five years. The agency’s original three-year contract was renewed twice, most recently in August last year.

Marty O’Hallloran (pictured), chairman of DDB Group Australia, said it “is of course disappointing” that the agency will no longer work with TA.

But he said the agency is “very proud” of ‘There’s Nothing Like Australia’, work he described as an “enduring long term communication platform”.

There are no plans to change the current global ‘There’s Nothing Like Australia’ campaign and the body’s strategic direction will not change.

Andrew McEvoy, managing director of TA, labelled the $250m ‘There’s Nothing Like Australia’ campaign (below) as “built to last”. The campaign launched in July 2012.

Clemenger’s and DT’s new contracts will run for three years and both come with an option to extend for two further 12 month periods.

McEvoy said: “Tourism is a high volume business for the Australian economy and creating further demand through marketing is essential.”

“In the end, we’ve split the work across two agencies, who both demonstrated a strong understanding of the briefs. The combination of their technical skills, communication styles, creativity, networks and value give us the best creative partners.”

Andy Pontin, Clemenger BBDO CEO, said Clemenger is “thrilled” to start working with Tourism Australia.

“Driving visitors to Australia is a challenge our offices throughout the world are very much looking forward to meeting,” Pontin said.

DT managing director Brian Vella added: “We know how important digital marketing is to Tourism Australia and we are looking forward to partnering with them to demonstrate what Australia has to offer through online channels.”

McEvoy acknowledged DDB’s work in the statement: “DDB has done a great job for us and I’d like to thank them personally for their efforts.”

O’Halloran said DDB has enjoyed an “outstanding relationship” with Tourism Australia over the past five years, describing it as a “world class marketing organisation”.

“During this five year partnership the Tourism Australia communication has evolved considerably to include for the first time multi channel platforms with brave and innovative social and digital campaigns which resulted in many highly successful campaigns, the discovery of a great Australian talent in “Dewayne Everettsmith’ and the creation of the Making Tracks TVC that won numerous awards being recognised for both creativity and effectiveness.”



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by Kate Holloway

Kate Holloway