THE TAB Queensland has amalgamated the advertising accounts of both the Queensland operation and South Australian TAB into one and appointed KWP to the entire business, estimated to bill several millions of dollars.
The QTAB bought out the SA TAB earlier this year and then decided to appoint one agency across both to maximise economies of scale, QTAB marketing manager wagering QLD, NT Benita Cavanagh said.
Both KWP—which has handled SA TAB for eight years—and Axis—QTAB’s agency of seven years—pitched for the consolidated account.
Cavanagh said that while creatively both KWP and Axis had been hard to separate, it was KWP’s established presence in both markets that had decided the move.
“It really just came down to the organisational structure,” Cavanagh said.
While Axis joined forces with Young & Rubicam Adelaide for the pitch, KWP established an office in Brisbane, now called The Partnership KWP, three years ago.
Cavanagh said that while there would still be a need for state-based work, the move created potential for efficiencies by using umbrella campaigns for the projects that were common across both TABs, such as the annual spring racing carnival.
