Creative agency TBWA officially opened its doors in Adelaide yesterday to service the South Australian Tourism Commission (SATC).
The event took place in the agency’s new Adelaide home at 275 Rundel Street, after TBWA was awarded the SATC account earlier this year, with the decision heavily criticised by one industry association.
TBWA officially began working on the SATC on 5 July and has been tasked with the development of creative communications for both domestic and international audiences.
Rod Harrex, chief executive of the SATC, said: “We are delighted TBWA, an internationally respected integrated creative agency, has set up an office in Adelaide.
“TBWA gives South Australia access to an international talent pool and brings with them a myriad of new opportunities for the state.
“The South Australian Tourism Commission is TBWA’s flagship client in South Australia, and we will benefit significantly from the fresh perspective and disruptive strategies which TBWA is set to deliver.
“We wish the TBWA\Adelaide team all the best in building and strengthening their presence in the state.”
Joe Godsell has been appointed executive client partner of TBWA\Adelaide. He will team up with James Siebert, who returns home to Adelaide after 25 years.
Siebert has worked out of the TBWA\Melbourne operation for the past three years and jumped at the opportunity to “go home to build his career and start a family”.
Godsell said: “Adelaide is an incredibly innovative and creative city with a raft of talent who we’re looking forward to working with and learning from.
“Success for us with SATC is more people recognising the beauty and visiting this incredible state, which means more people enjoying everything the state has to offer. Our success leads to economic growth and we are going to put all of our energy behind it.
“On a personal note, I’m excited by the prospect of living in South Australia and my children calling Adelaide home; my partner’s home city.”
Kimberlee Wells, CEO of TBWA\Melbourne and Adelaide, said: “The South Australian Tourism Commission is a highly regarded and respected brand. It’s an honour to be working with such a visionary client who has set high ambitions for their product.
“South Australia has been a blind spot for too long. The food, the landscape, the nature, the beaches, the events, the entrepreneurship, and of course the wine are all world class. It’s up to us to ensure this is known, experienced and shared.
Wells said the opportunity for TBWA to open an office in Adelaide is an exciting evolution for the agency.
“It brings with it growth for our people, growth of the SA economy and ultimately growth of our overall creative product as we get to know and utilise the incredible creative talents that already reside within South Australia,” she said.
“TBWA\Adelaide will be an Adelaide agency with strong ties to Melbourne and our global collective.
“We are not trying to be a Melbourne agency in Adelaide. It’s an important distinction to make and one of the reasons we are investing so much time into getting to know the local creative and marketing community.
“Together with them, we are excited to build an agency that meets the specific demands of the state.”