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