JWT Melbourne pick up RACV creative account following pitch

RACV logoThe Royal Automobile Club of Victoria (RACV) has appointed JWT Melbourne to handle its creative responsibilities, beating out incumbent Whybin\TBWA Melbourne, Mumbrella can reveal.

The pitch was confirmed last month, with four agencies, including incumbent Whybin\TBWA Melbourne, participating. RACV confirmed the appointment however declined to comment further.

Whybin\TBWA had held the account since April 2008 when it won it from Clemenger BBDO.

The win is a boon for JWT Australia CEO John Gutteridge, who has said he wants the agency to win more local clients as it bids to shake off its reputation for just servicing multinational accounts held by the global group. 

It also follows on from comments by STW Group CEO Mike Connaghan last month, who suggested the holding group needed to improve its new business record.

“Our new business performance has not been up to our expectations, we’ve actually lost a couple of accounts and there’s been a couple of pitches out there which we would have hoped to have won which we didn’t win. That is something we need to address, there is plenty of opportunity in the pipeline for us in the second half,” he said during a public presentation on the group’s financial year results.

“There’s always swings and roundabouts in new business wins and losses, that’s the nature of our game. What we’ve been very good at for a long time is making sure that we win more than our fair share, and I’m absolutely not trying to sugarcoat the reality of our first half this year, we won our fair share but we didn’t win more than our fair share, it’s something that we are addressing and we’re confident in the second half we’ll get back to our higher expectations.”

The pitch follows on from the organisation appointing OMD to handle media duties in March.

RACV is the main Victorian motoring club and mutual organisation, providing services such as roadside assistance, insurance and loans.

Miranda Ward



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