Omnicom agencies win ATC from D'Arcy

<p>HONG KONG: The Australian Tourist Commission (ATC) has dropped </p><p>D'Arcy as its global agency of record and replaced it with five </p><p>agencies, with TBWA and OMD winning the creative and media briefs in </p><p>Asia. </p><p><BR><BR> </p><p>The account is worth A$30 million (about US$15.5 million) </p><p>and it is believed that the lion's share is earmarked for Asia-Pacific, </p><p>where outbound travel is still going strong. </p><p><BR><BR> </p><p>Whybin Lawrence TBWA in Sydney has scooped the brief to develop ATC's </p><p>global brand effort, with the other agencies responsible for tailoring </p><p>the campaigns for their regions. Dailey & Associates snagged the </p><p>Americas brief, while in Europe, Delaney Lund Know Warren reeled in the </p><p>creative business and BJK&E took the media assignment. Navigator won the </p><p>New Zealand business. </p><p><BR><BR> </p><p>ATC managing director, Ken Boundy, said: "The new approach provides a </p><p>greater emphasis on conversion strategies and tactical advertising </p><p>campaigns in markets where Australia's brand is now established, and it </p><p>will also focus on developing brand campaigns for emerging tourism </p><p>markets or new market segments around the world." </p><p><BR><BR> </p><p>Brian Boote, ATC Asia regional manager, consumer marketing, said the </p><p>pitch focused on ideas, creativity and innovation. "What we looked for </p><p>in creative and media agencies was different insights into our brand to </p><p>add value to our knowledge. So the agencies had to demonstrate an </p><p>understanding of the brand, and how to apply that understanding in </p><p>campaigns." </p><p><BR><BR> </p><p>ATC has split Asia into two regions: north, centred in Hong Kong; and </p><p>south, out of Singapore. TBWA Hong Kong managing director, Neil Ducray, </p><p>said: "The whole agency took part in the pitch and it came down to </p><p>professionalism and polish in Sydney, and strategy and creative in Hong </p><p>Kong and Singapore." </p><p><BR><BR> </p><p>D'Arcy will repitch when the account is next reviewed. </p><p><BR><BR> </p>