Accenture Song, Ogilvy to share Tabcorp’s agency duties

Wagering company Tabcorp has split its agency duties between Accenture Song and WPP’s Ogilvy after a 10-week search process.

Accenture Song will be Tabcorp’s agency of record for brand strategy, platform and creative, while Ogilvy will oversee the customer experience aspect.

The incumbent creative agency was M&C Saatchi, appointed in 2019.

Tabcorp went through a structural change in June 2022, when the Lotteries and Keno businesses were demerged from the company.

Chief customer officer of Tabcorp, Jenni Barnett, said the agencies would complement Tabcorp as it enters a growth phase, and that 2023 will see TAB releasing more new products, brand strategy and customer experience.

“We can’t wait to partner with the Accenture Song and Ogilvy combination, along with our talented internal team to take us to the next level as a company as we continue to transform our iconic Australian company at pace.”

CEO Ogilvy Network ANZ, Sally Kissane, said: “Ogilvy is very excited to be partnering with Tabcorp as it reimagines the wagering category in Australia. After meeting the Tabcorp team and spending time together over the past few months in what was a very well thought through pitch process and engagement, it became obvious we were aligned in both approach and thinking.

Mark Green, president, Accenture Song ANZ said: “We love working with iconic Australian brands and TAB is just that. We are looking forward to working with Adam, Jenni and entire team to help reimagine their brand and customer experience.”

The Monkeys, part of Accenture Song also holds the creative account for Entain, which houses both Neds and Ladbrokes. It is understood there is no client conflict.


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