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

Women In Media Profile: Tanya Orman
  • Media

Women In Media Profile: Tanya Orman

Always wanted to know what makes Tanya Orman tick? Well, this profile's got more ticks than Einstein's HSC results.

by B&T Magazine

B&T Magazine
Stockland Launches ‘Dad. A Small Word For A Big Job’ Via CX Lavender
  • Campaigns

Stockland Launches ‘Dad. A Small Word For A Big Job’ Via CX Lavender

Stockland has released an inspirational Father’s Day Campaign, launching across its national social and owned media channels to an audience of over 415,000 people. The heart-warming, content-led campaign, titled ‘Dad. A small word for a big job’, celebrates modern fatherhood and acknowledges the many important roles dads play before encouraging shoppers to thank the father […]

by B&T Magazine

B&T Magazine
What Happens When A Brand’s Primary Engine Runs Out Of Fuel?
  • Opinion

What Happens When A Brand’s Primary Engine Runs Out Of Fuel?

Anthony Stevens (pictured below) is the founder and CEO of Digital Asset Ventures and co-author of Chasing Digital: A Playbook for the New Economy. In this guest post, he argues too many brands mistakenly think their threats are external when, in fact, they’re wholly internal… In our new economy, pre-digital incumbents can find themselves bogged down by an […]

by B&T Magazine

B&T Magazine
Ogilvy Brisbane ECD Phil Nobay Departs
  • Advertising

Ogilvy Brisbane ECD Phil Nobay Departs

Ogilvy Brisbane ECD Phil Nobay has departed amid reports of an anonymous willy drawn on the leaving card.

by B&T Magazine

B&T Magazine
Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia
  • Media

Ipsos Appoints Ex-Nielsen Exec As CEO Of South East Asia

Ipsos chairman and CEO Didier Truchot has appointed former Nielsen executive Suresh Ramalingam as CEO of South East Asia. Ramalingam’s remit includes Singapore, Malaysia, Thailand, Indonesia, Vietnam and the Philippines, with immediate effect. Ramalingam joins Ipsos from Nielsen, where he worked for more than two decades in various leadership roles covering the Middle East and Africa, South East […]

adblock popup web banner concept. isolated vector
  • Opinion

How To Reach The Unreachables

The unreachables may sound like the Indian caste system but, as you'll learn here, it's some newfangled marketing term.

Opinion

by B&T Magazine

B&T Magazine
Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.