JWT Melbourne parts ways with RACV as CHE Proximity wins account

JWT Melbourne has lost the RACV creative account after making the decision not to be involved in the pitch process.

In a statement to Mumbrella, a spokesperson from JWT Melbourne, said: “After three and a half years of producing highly effective work, for which both parties should be very proud, JWT Melbourne made the difficult decision not to participate in the RACV tender process.

“RACV is undergoing widespread change across its organisation and from JWT Melbourne’s perspective, the time felt right for RACV to move forward with a new agency partner.

“JWT Melbourne wishes RACV all the very best for the next chapter of their journey.”

Just last month JWT Melbourne parted ways with its longest partner, Vegemite, who moved the account to Thinkerbell after 74 years.

CHE Proximity has now picked up the creative account.

RACV and CHE Proximity declined to comment.


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