Graham’s Gone! Clems Melbourne Out Of The Running For TAC’s Creative
It was arguably the most talked about and awarded campaign (globally) of 2017, however it appears Clems Melbourne’s “Meet Graham” hasn’t done enough to renew its creative account with Victoria’s Transport Accident Commission (TAC).
In mid-2018, TAC pitched the creative, insisting it went to a Melbourne-based agency.
B&T understands that Leo Burnett Melbourne, The Monkeys, WhiteGrey, Saatchi & Saatchi and Clemenger Melbourne all pitched, however, none have made it through to the final round.
It’s understood that there are now only two agencies left in the race – WPP’s Y&R and Omnicom’s TBWA.
B&T has contacted Clems Melbourne regarding the pitch, however, the agency declined the opportunity to comment.
Ironically, it appears the global success of the “Meet Graham” campaign may have been Clems’ undoing. The spot won no less than won 29 Lions including two Grand Prix in Health & Wellness and Cyber, and eight Gold Lions at Cannes in 2017.
However, there’s long been rumblings that – despite the massive exposure and trophies from the campaign – TAC bosses felt all the press that Graham created actually detracting from its road safety message.
TAC is seeking a full-service advertising agency to deliver planning, creation and production of road safety campaigns. The process will be subject to the highest levels of governance, with the appointment of independent probity advisers, Pitcher Partners.
When the account was pitched in July last year, TAC’s senior manager of engagement Meg Jacobs said: “Public education is critical to reducing the number of lives lost and injuries on Victorian roads.
“This competitive tender presents an opportunity to ensure our campaigns are underpinned by Victoria’s best creative thinking and insights.”
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“Meet Graham” always felt like a campaign designed for ad industry and award-sector audiences. The creative is incredible and would be better situated in a contemporary museum setting. Good to see clients recognising this.