Despite the awards, Cummins Nitro loses out to Clemenger as Tourism Queensland’s lead agency

Cummins Nitro may have won all of the plaudits (and awards) for its Best Job In The World promotion for Tourism Queensland, but it wasn’t enough to shift incumbent Clemenger BBDO as lead agency.  

TQ this morning announced that the network – which includes its Brisbane brand CHE – had beaten Cummins Nitro, GPY&R and McCann Erickson to the global creative business for the next three years.

Despite the high profile of Cummins Nitro’s work, Clemenger BBDO has been TQ’s lead agency for the last four years.

Tourism Queensland CEO Anthony Hayes said: “Under the new three year contract Clemenger BBDO will be charged with developing a new global creative concept as well as providing ongoing creative services for Queensland and its destinations.

“All four agencies were very impressive. Ultimately Clemenger BBDO presented the most outstanding creative which demonstrated the agency understood Tourism Queensland’s global platform, and its presentation was backed up with sound strategic recommendations.”

He added: “From this year, Tourism Queensland is forging a dramatically different new direction where Queensland is the master brand and the major destinations within the state are differentiated within this brand with a common brand expression.”

Cummins Nitro’s celebrated work was focused on the islands of the Great Barrier Reef.

A spokesman said that TQ hopes to go on working with Cummins Nitro as well as other agencies.


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