DDB has begun producing print and radio advertisements for the
struggling airline in an effort to regain the brand's strength ahead of
a likely sale through its administrators. But the appointment is a blow
to Patterson which held the Ansett business for nine years and is still
owed money by the airline.
During its term, the shop created the 'Ansett Flying for Australia'
campaign when Ansett began reduced flights between Sydney and
Melbourne.
Patterson's national managing director Hamish McLennan said it was
Patterson's choice to "call it a day".
Media shop OMD Sydney is also understood to have picked up Ansett's
media buying business.
As the new incumbent, DDB will work on a cost-only basis for six weeks,
then carry work on a project basis under a payment structure agreed to
by Ansett's administrators.
DDB Rapp Collins managing director, Chris Bayman, said: "At the moment it's very much about daily tactics to try to get bums on seats and keeping the airline in the air while it goes through negotiations with
potential buyers."
Taglines for Ansett Mark II include 'Ansett's back' and 'Ansett is
flying for Australia'.
Ansett Mark II is modelled on the EasyJet business in the UK, which
secures close to 100 per cent of its bookings over the internet.
