NEWS: Shops vie for pounds 20m Australian task

The Australian Tourist Commission is conducting a statutory three-year review of its advertising arrangements and is using the occasion to look at hiring a sole agency to handle its entire pounds 20 million global business.

The Australian Tourist Commission is conducting a statutory three-year

review of its advertising arrangements and is using the occasion to look

at hiring a sole agency to handle its entire pounds 20 million global

business.



The commission’s account is currently handled by three agencies - D’Arcy

Masius Benton and Bowles across Europe and in the US, McCann-Erickson in

Japan and J. Walter Thompson across the rest of Asia.



The three incumbents will automatically pitch for the global business.

However, managers from the four regions also have the chance to select

their preferred agencies to pitch for the account.



After credentials presentations from these ‘local’ agencies, two will be

chosen to pitch for the worldwide business alongside the three roster

agencies.



In Europe, for example, Pia Byrne, the commission’s European consumer

marketing manager, has chosen BMP DDB Needham, Ogilvy and Mather and

Young and Rubicam to fight for the business.



Speaking of DMB&B, the incumbent across the Continent, Byrne said:

‘DMB&B does a sterling job. This is a statutory review and is no

reflection on its work.’



Byrne said the brief, which will be issued next week, would include

tactical advertising, direct marketing and global account co-ordination.

These will complement current TV brand ads which are scheduled to run

for another three years. A decision is not expected until early June.



Byrne said it was essential that all shortlisted agencies have a solid

global network, and, particularly, that they have a strong office in

Sydney.



Andy Byrd, DMB&B’s new-business director, said: ‘We have produced award-

winning advertising for nearly five years and have changed the

perception of Australia as a holiday destination.’



The Australian Tourist Commission launched a dollars 75 million TV

campaign last year to tempt tourists in the build-up to the 2000 Olympic

Games, targeting the US, Canada, the UK, Germany and Asia. All

incumbents contributed to the work.



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