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Opportunities for agencies to win business falls 11% in last quarter

The opportunities for Australia’s agencies to win new business fell by 11% in the last quarter, according to figures from The Agency Register.

Peter McDonald, MD of The Agency Register, noted that over the past five months new business had ‘cooled down’ after a busy previous quarter.

The number of brand moves, or ‘chances of winning’, fell from January to August. Retail, alcoholic beverages and consumer goods were the most active categories, with smaller projects rather than big brand moves dominating the new business scene.

Number of brand moves in Sydney and Melbourne, last quarter (moving annual total)

The major creative accounts now in play are Honda, Target and Westpac.

DDB and Ogilvy face off for Westpac. DraftFCB is defending Honda while Ted Horton’s Big Red, which has lost Westpac, is also pitching for its relationship with Target.

In media, NAB and News Corp are up for grabs, with ZenithOptimedia defending both.

Myer is the major digital account under review.

McDonald noted a split in approach from advertisers. The likes of Arnott’s, Chrysler, Diageo, Foxtel and Johnson & Johnson have consolidated their agency relationships, while McDonald’s, Origin Energy,  Toyota and Virgin Mobile have been experimenting with larger rosters.

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