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
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
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
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.