Top Ten Account Moves

Top Ten Account Moves
SHARE
THIS



B&T's review of the top ten advertising account moves of 2012

Droga5 scoops Woolies

Droga5 swooped in and took one of the nation’s biggest accounts in March, winning the Woolworths creative account from M&C Saatchi, which had held it for a decade. The lengthy pitch process saw Ogilvy and Droga5 fight down to the wire for the prestigious account. By June, Droga5’s first work for the supermarket giant, which added “Australia” into the “Fresh Food People” tagline, was being praised introducing a “complete and exciting refresh by Moon Communications’ Carolyn Miller, with DDB’s Grant Rutherford adding that the work had “loads of personality”.

Optus calls on Starcom and M&C Saatchi

M&C Saatchi and Starcom were confirmed as Optus’ creative and media agencies, after a nine-month pitching process that saw George Patterson Y&R push to the final hurdle to try to take the business from M&C Saatchi. Starcom, however, was successful in taking the media business from MPG, which had held the account for eight years.

CommBank says M&C Saatchi can

M&C Saatchi also won the $100m Commonwealth Bank account in February, edging out finalist DDB and incumbent Goodby Silverstein, following a three-month review. In August, CommBank dropped BMF from its retained roster after five years.

After the week-long ‘Can’t’ teaser campaign, M&C Saatchi proceeded to roll out the ‘Can’ campaign, rebranding CommBank and calling on actress Toni Collette to launch it. The campaign ran throughout the year, including during the London Olympics when the bank signed Aussie swimmer James Magnussen as an Olympic ambassador.

Sportsbet even took a gamble by running a parody of ‘Can’ with its tongue-in-cheek ‘Punt’ spot in August.

DDB snares Westpac creative

Ted Horton’s Big Red agency lost the Westpac creative account to DDB in August. It was great news for DDB after the agency lost the ANZ creative account last year. DDB Australia and New Zealand chairman Marty O’Halloran said his agency’s appointment was a win for both its Melbourne and Sydney offices.

Hotly anticipated new work is expected to roll out before the end of the year.

Medibank chooses Whybin

A six-month pitch process for the Medibank creative account ended in May with Whybin\TBWA Melbourne pipping incumbent George Patterson Y&R Melbourne to the post. DDB and BMF were also in the mix for the big contract. GPY&R was behind the campaign ‘The insurance your health deserves’. Whybin\TBWA launched its first pieces of creative work for Medibank in September, with a focus on families and positioning the brand as ‘Everything in Between’.

Y&R Brands lands Emirates creative

A grueling six-way pitch finally saw Y&R Brands land the Emirates creative account for Australia in early 2012. DDB and incumbents of eight years Saatchi & Saatchi both withdrew from the pitching process after three months of pitching. BMF was also involved in the process.

Y&R Brands chief executive Russel Howcroft said at the time it was a significant win for the group and he was “delighted” to be part of Emirates’ new communications team.

DraftFCB loses Honda

A quick-fire pitch in August saw Honda ditch DraftFCB and hand its creative account to Leo Burnett – a move that forced DraftFCB to announce the closure its Melbourne office the following week. DraftFCB’s last work for the Japanese brand was released in June and featured people being held back from running by parachutes.

Leo Burnett chief executive Melinda Geertz said of the Honda win: “We are absolutely thrilled. Honda is one of the greatest brands in the world and we feel privileged to have this opportunity.”

PHD gets a good start with ANZ

2012 kicked off on a high note for PHD after it won the $60m media planning and buying account for ANZ, clinching it from incumbents Mitchell & Partners. The pitch process had been rumbling along quietly since August 2011. ANZ’s review of its media buying operations was reported to be linked to the bank’s moves to expand operations locally and become a “super-regional” bank.

Omnicom bags Sony

Omnicom Media Group landed the Sony Australia media account in May, after the electronics giant parted ways with Starcom MediVest earlier in the year. According to Nielsen, Sony Australia had spent $9.5m on main media in the preceding 12 months, down from $14m the year before.

Leigh Terry, chief executive for OMG in Australia and New Zealand, said after the win: “We are delighted to be working across Sony devices, we see great synergies across the assets, and this further reinforces OMG’s relationship with Sony around the globe.”

Saatchis wins BigW

Woolworths-owned retailer Big W dropped incumbent agency IdeaWorks after more than 20 years, moving its creative account to Saatchi & Saatchi in February. It was the first new business win for Saatchis’ new chief executive Mike Rebelo, who joined from the agency’s London office. Publicis Mojo was the third agency to make it to the final round of pitching.

Rebelo said: “As soon as we heard that the Big W account was up for pitch, we instinctively knew they were the right retail partner for us. Our appointment to such an iconic Australian brand is a great endorsement of the new team and momentum we’re building at the agency.” 

Please login with linkedin to comment

Latest News

APN Outdoor Confirms Retention Of Three Key Contracts
  • Media

APN Outdoor Confirms Retention Of Three Key Contracts

APN Outdoor has used its annual general meeting to announce three key contract renewals: Transport for Brisbane, Transdev Melbourne and Adelaide & Parafield Airports, for multiple years. Company CEO and managing director, James Warburton, said: “These contracts represent an important part of our advertising offering. The far-reaching impact they provide delivers a compelling proposition and cements our commitment […]

Women In Media Profile: Olivia Warren
  • Media

Women In Media Profile: Olivia Warren

It's the latest in our Women In Media profiles, and this one is so good you'll possibly get a nervous twitch somewhere.

by B&T Magazine

B&T Magazine
LIDA Delivers Series Of Animated Info Bites For Busy Marketers
  • Marketing
  • Media

LIDA Delivers Series Of Animated Info Bites For Busy Marketers

M&C Saatchi Group’s customer engagement specialist agency, LIDA, has crafted an initial eight-episode series of bite-sized animated videos designed to help busy marketers stay ahead of the game. ‘60 Second Gets’ draws on LIDA’s wealth of experience to unpack the latest industry tools, tech and thinking. Launching today, the first video, ‘Success in 6 Seconds’, […]

Naked And Gidget Foundation Want Australians To Start Talking
  • Campaigns

Naked And Gidget Foundation Want Australians To Start Talking

Today Naked launches its ‘Start Talking’ campaign for Gidget Foundation Australia; a not-for-profit that provides support for families who are affected by perinatal depression and anxiety (PNDA). The centrepiece of the campaign is a powerful TVC that brings to life this common, but often hidden illness, and shows how Gidget Foundation’s ‘Start Talking’ telehealth program […]

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums
  • Marketing
  • Technology

MKTG Integrates Telstra Tracker Data With LED Signage At AFL Stadiums

For the first time ever, AFL spectators will be able to view real-time Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of Telstra, Champion Data and MKTG. By integrating the Telstra Tracker data into the LED signage at the MCG and Etihad Stadium, fans will receive contextually relevant information from […]

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering
  • Marketing

Westfield Shows Off New Visual Identity In Line With Fresh Digital Offering

Scentre Group has unveiled a new brand look and feel coinciding with the re-launch of the Westfield.com.au and Westfield.co.nz sites. This digital-first visual identity sees a shift towards creating a more contemporary, invigorated and colourful brand, reflective of Westfield’s in-centre experience. The iconic Westfield logo will continue to lead brand communications, supported with a new […]

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year
  • Marketing
  • Opinion

The Age Of The Ephemeral: Why Experiential Marketing Is Compulsory This Year

In this guest post, Keep Left’s head of consumer engagement, Johanna Murray (pictured below), explains the merits of experiential marketing, as well as sharing some tips on how to do it – and do it well. Humans love to label things – especially intangible things, like time. We like eras and ages and eons because they […]

Opinion

by B&T Magazine

B&T Magazine
The Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

The Top Social Media Marketing Trends For 2018

This trends report is a must-read for all marketers, although it contains no news on the return of the bubble perm.

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine