Nikita Mishra
Jul 9, 2024

Accenture Song, The Monkeys, Droga5 win Tourism Australia account

Tourism Australia’s creative account was held by M&C Saatchi and the digital account by Digitas since 2018.

Accenture Song, The Monkeys, Droga5 win Tourism Australia account

Tourism Australia has appointed Accenture Song, The Monkeys, and Droga5 to handle its creative and digital services following a competitive tender process. This is a high-profile and prestigious win for Accenture. It will commence in July 2024 and span five years, initially contracted for three years with options for two further one-year extensions.

This decision marks a significant change for creative incumbent M&C Saatchi and digital incumbent Digitas, who have held the account since 2018.

The account went to pitch in September 2023, attracting top agencies to vie for the opportunity. Accenture beat Publicis Groupe and Clemenger Group, which were also shortlisted for the pitch, as well as incumbent M&C Saatchi, which partnered with independent Howatson+Company, but did not make the shortlist.

 M&C Saatchi and Digitas had successfully developed Tourism Australia's current multi-market "Come and Say G’day" platform, featuring a new ambassador, a souvenir kangaroo named Ruby, voiced by Australian actress Rose Byrne. This campaign won several accolades, including the Effies.

The most recent instalment for the FIFA Women's World Cup encouraged visitors to explore beyond the stadiums and immerse themselves in Australian culture and experiences.

Phillipa Harrison, managing director of Tourism Australia, talked about the global scope of the brief, stating, "We have a very specific brief at Tourism Australia with a global footprint that sees us actively market into 15 key international markets. Our campaigns have set a high benchmark over the years, and as our operating environment continues to evolve, we need to ensure Australia stands out on the world stage."

Tourism Australia chief marketing officer Susan Coghill, also a member of Campaign Asia-Pacific’s Power List, said that Tourism Australia was looking for a panel that would allow it to respond to future opportunities and challenges.

“We will be working closely with Accenture, The Monkeys and Droga5 to remind the world why ‘There’s Nothing Like Australia’ and are excited to learn more about the creative ideas and big thinking they can bring to the table as we look to get Australia’s tourism industry back on a path of sustainable growth,” Coghill said.
“I would also like to take this opportunity to thank M&C Saatchi and Digitas for all of their hard work over the past five years. It was a challenging period and thanks to both agencies we were able to pivot into the domestic space, with the Holiday Here This Year campaigns, and once international travel resumed we launched our current global campaign Come and Say G’day welcoming travellers back to Australia.”
Accenture Song CEO David Droga said on the win: “This win means a lot. Professionally and personally. We are thrilled by the wonderful opportunity, immense responsibility and the rekindled partnership.”

Droga5 previously worked with Tourism Australia in 2018 on the Dundee spot starring Chris Hemsworth and Danny McBride [see below].

Campaign Asia

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