Ansett Mark II pitch: The inside story Lara Sinclair
IT’S official: DDB is now the agency of record of the former Ansett Airlines. “It’s not the prize that we once expected, but it’s a complete vindication that we ended up winning the pitch.”
So said DDB Australia CEO Nick Cleaver of the appointment and controversial Ansett pitch.
The work DDB produces will not be for Ansett, but for Ansett Mark II, the fate of which not even its administrators know yet.
DDB is hoping the airline will be saved, and its efforts on the pitch and now, on a new retail campaign, will be rewarded with a viable advertiser at the other end of the relationship.
For now, Ansett’s administrators are covering DDB’s costs for one month: Cleaver told B&T this week the agency is making no money out of the Ansett business, but said DDB was just one of a number of suppliers contributing services at cost for a limited period in order to assist in getting Ansett back in the air.
Accepting such an account on cost terms has already been widely criticised within the advertising industry; The Campaign Palace Sydney CEO Reg Moses said it would “bring the whole industry down”. Leo Burnett Sydney MD Troy Ruhanen was similarly outspoken this week, saying it was “a selfish move to get them the business, but it doesn’t help the wider industry in what are already tough times”.
Meanwhile, DDB is heralding the appointment as a vindication of the talents of its Melbourne office, headed by Chris Bayman and Andrew Little.
“We were not appointed because of the value deal [we put on the table] for Ansett Mark II,” Cleaver told B&T this week.
“We won because of the momentum we built up in recent months that other agencies couldn’t stop, try as they might.”
“What really annoyed me was the industry talking about how unfair and untimely the pitch was.
“Ansett and Air New Zealand were completely open and honest with us,” Cleaver said. “There was no secret they were facing a difficult financial future.”
Cleaver also poured water on reports that DDB had thrown money at the pitch, including wheeling in roving creative director Ted Horton to present for Ansett and vainly trying to obtain the rights to U2 songs for future ad campaigns.Cleaver confirmed that Horton was an important part of the DDB pitch, but said DDB frequently worked with Horton. He said while DDB’s presentation included a U2 song, the agency never attempted to obtain the rights as it was never intended to be part of the final campaign.
“[The pitch] was a process that we put an enormous amount of time and effort into,” Cleaver said. “Ansett needed a fresh perspective.
“But we didn’t have any lavish productions or spend lots of money.
“It was rumoured in the marketplace that we had used some kind of music-driven soundtrack,” Cleaver said. “We had two types of music used to create the mood, [but] there was no music involved [in the strategic proposal].
“We won based on some strong strategic thinking—a very simple and relevant idea that is very relevant to the launch of a challenger brand.
“This was a pitch conducted on an extremely level playing field,” he said.
“Some agencies did not behave in as reputable way as they might.
“Ultimately DDB Rapp Collins won the prize.”
Cleaver said that while former Ansett head of marketing Lewis Pullen was no longer heading marketing for Ansett Mark II, there were “points of continuity” between the pitch and current business.
“Our expectation is that we want this airline to work. We need a second airline for the economy and for the travelling public. There is a tremendous opportunity for a people’s airline. That’s what we’re fighting for and working towards.”
