Dentsu snags Tourism and Events Queensland media account as Bass’ first big win

Dentsu has secured its first major media account win since Danny Bass’ arrival, luring Tourism and Events Queensland (TEQ) away from its incumbent, EssenceMediacom, Mumbrella can reveal.

The win sees dentsu Queensland take on the media account for the nation’s second most popular holiday destination in 2021 following a competitive pitch.

dentsu Queensland bags TEQ’s media account

TEQ group executive for marketing, Michael Branagh told Mumbrella: “We undertook an extensive process and we’re incredibly excited to work with dentsu Queensland, who have shown a strong understanding of Brand Queensland and our ambition for it.

“They are committed to growing Queensland’s visitor economy and showed real innovation in meeting our strategic goals for the brand, and also for our state’s wider tourism and events industry.

“We’d like to thank EssenceMediacom, who have been a vital and important partner for Queensland for nearly five years.”

Ikon Brisbane originally won the account in 2018 under then-director Shelley Cook, with Branagh also leading TEQ’s marketing function at the time. Current dentsu Queensland MD, Chris Ernst also held the role of MD at Ikon Brisbane previously, departing at the end of 2018 and joining dentsu the following year. 

With the merger between Essence and Mediacom set to be made official on 1 January, TEQ joins Entain Australia (Ladbrokes and Neds) and Lindt (resigned due to conflict) to have recently left the agency, all being former Ikon clients.

It’s understood dentsu brands Merkle and Cox Inall Ridgeway already work with TEQ, and the media account will be handled across each of dentsu Media’s agencies touchpoints.

Dentsu goes to market in Queensland as a single unitary and integrated brand, as opposed to its other markets where individual brands such as Merkle, Dentsu Creative, Carat and iProspect take focus.

Ernst said the opportunity to partner with TEQ, in what is set to be an exciting decade for Queenslanders is “career-defining”.

Ernst, MD of dentsu QLD

“We are a proud Queensland business committed to doing work that is good for people, good for business and good for society. Partnering with TEQ to drive prosperity for Queensland businesses across the wider state is something that every person in our organisation is absolutely thrilled to be a part of.”

Brisbane was awarded the 2032 Olympics in 2021, which immediately saw the state up its media spend, in anticipation for what is set to be a vital period for the state, a decade out from the games.

“It’s been a big year for dentsu Queensland and every person in our agency has played a part. We can’t wait to see what we can achieve in 2023 with our uncompromising passion to drive growth for our partners, our people and society as a whole through meaningful and effective work,” Ernst concluded.