M&C Saatchi has been appointed the creative agency of record for TAB, the wagering and media division of Tabcorp.

TAB’s creative account has been handled by Clemenger BBDO Sydney since 2016.

The appointment follows a number of strategic projects M&C Saatchi has completed for the business in recent months and comes at a pivotal moment for TAB.

Last year, Tabcorp and Tatts Group completed an $11 billion merger creating a combined business with one of the largest retail footprints in Australia.

Following the merger, a new internal structure was created consolidating all wagering and media brands in the Tabcorp stable, with executive general manager of marketing and customer Luke Waldren joining the business in September to oversee the TAB division.

Waldren said: “We’ve been working with the team at M&C Saatchi for the past couple of months and have seen first hand their capabilities. We’re extremely excited about the partnership and the work we can do together.”

Commenting on the win, M&C Saatchi chief creative officer Cam Blackley said: “It’s a category I have a keen interest in and a brand Australia has grown up with. Needless to say, the whole team is hugely excited in the creative potential of this Aussie icon.”

Russell Hopson, managing director at M&C Saatchi Group, added: “TAB is a great Australian brand, and the opportunity to work with Luke and his team as it goes through this next phase is thrilling.”