The win will go some way towards easing pain from Clemenger's recent loss of the $5 million Adidas sporting account, which it had managed for the past three years until just recently.
M&C Saatchi reigned over the account even as the newspaper was awarded the Pacific Area Newspaper Publishers Association (PANPA) Newspaper of the Year.
However, The Australian director of marketing, Shane Sinnott, said Clemenger proved the more capable agency in the recent pitch.
"Clemenger BBDO Melbourne have an incredibly solid track record in using creativity to sell products. They have been selected because of their understanding of our business, Sinnott said.
She believed Clemenger's Melbourne base would also prove a bonus for the paper as it seeks to build readership in Victoria's competitive news market.
Clemenger Melbourne managing director, Mark Pearce, said The Australian account was a significant win.
"We're delighted with the win and the opportunity to work with one of the greatest newspapers in the nation, Pearce said.
"More importantly, we are excited at the prospect of helping The Australian to consolidate its leadership position."
The agency review was prompted by the results of a usage and attitudinal study that The Australian commissioned late last year.
The paper is Australia's only national, mainstream news broadsheet. Its main competitors in each state are The Sydney Morning Herald, The West Australian, The Courier Mail, The Adelaide Advertiser and The Age.
