Accenture Song Media is expected to win the highly sought after Australia Post media account, B&T can reveal.
Incumbent agency Wavemaker, Atomic 212 and Accenture Song had been shortlisted in a media pitch process that been in play since at least last October.
Sources close to the review process said that Accenture Song is the final horse in the race with final negotiations taking place.
B&T understands the scope of work extends beyond a typical media planning and buying brief, with a business transformation element that plays to Accenture Song’s strengths.
An Australia Post spokesperson told B&T the “review process is still ongoing and a final decisions has not yet been made”.
All three agencies involved declined to comment.
Australia Post would represent another significant milestone for Accenture Song Media, since Melissa Fein, Sam Geer and Chris Colter defected from Initiative in 2024 to set up a media division at the consultancy, which B&T understands is now more than 30-strong.
Accenture Song Media also works with fintech company Airwallex, which launched one of Australia’s largest ever out-of-home screen takeovers to celebrate McLaren’s F1 constructors championship victory last December.
Australia Post works with several agencies in a village structure, including Accenture Song’s stablemate Droga5. Other agencies include Thinkerbell, BRX, Keep Left and Wavemaker.
Wavemaker has been Australia Post’s media agency since 2019, when it won the business from Dentsu X.
Recently, Australia Post launched its largest national brand campaign (see above), led by Droga5, that celebrates the uniqueness of Australia’s 2,655 postcodes and how the government-owned delivery service connects all Australians.
Reporting by Arvind Hickman and Oliver Cerovic.
