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