NEWS: Australian Tourist Commission picks DMB&B for pounds 20m account

DMB&B has scooped the pounds 20 million Australian Tourist Commission global advertising account after a six-month review across five countries.

DMB&B has scooped the pounds 20 million Australian Tourist Commission

global advertising account after a six-month review across five


The ATC called the statutory three-year review earlier this year

(Campaign, 2 February).

Its global account had been run until that time by J. Walter Thompson in

Asia, McCann-Erickson in Japan and DMB&B across North America and


The incumbents automatically pitched for the global business and Young

and Rubicam was also selected to pitch after beating DDB Needham, BBDO

Worldwide and Saatchi and Saatchi for the opportunity.

The initial longlist for the account consisted of 12 agency networks.

A new advertising campaign is not expected for some time as DMB&B

launched a campaign promoting Australia as a dream holiday destination

earlier this year. It is expected that the footage will be used in

different versions later this year.

Andrew Richards, a regional manager at the ATC, said: ‘Through to the

final stage of the pitches, each agency had to brief us on how they

could handle a global account. DMB&B’s presentation and planning

throughout the world was the most exciting. We feel that it is the

company most able to take us to the Olympics in 2000.’

Daniel Taylor, board account director at DMB&B, said: ‘It is a

prestigious account and after such a long review process, we’re ecstatic

to have won it. Australia is a place most people want to visit, and the

challenge has always been to convert all the desire into convincing

people to go.’

John Farrell, DMB&B’s group chairman, said: ‘It’s a bit early to say

what we’re going to be doing for them. We’ve got a strategy, so we’ll

just wait and see. It’s been such an exhausting pitch, emotionally. I’m

just glad we’ve won it.’

The account will be run from DMB&B’s offices around the world, with the

London office dealing with European business, and offices in Los

Angeles, Tokyo, Hong Kong, Auckland and Sydney dealing with their

respective markets.

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