M&C Saatchi’s David Govier and Rosita Rawnsley-Mason take the lead on Tourism Australia as joint CDs

M&C Saatchi Sydney has promoted David Govier and Rosita Rawnsley-Mason as joint creative directors, leading the Tourism Australia account.

The agency won Tourism Australia’s creative account at the end of 2018, and has since helped the national tourism body navigate the turmoil in Australia’s tourism sector caused by the 2019/20 bushfire crisis and COVID-19 pandemic.

Its work on the account has included the introduction of the international brand platform of ‘Philausophy’, the lauded but short-lived ‘Matesong’ campaign in the UK starring Kylie Minogue, and the domestic platform ‘Holiday here this year’, which most recently kicked off a new campaign with Hamish Blake and Zoe Foster-Blake.

Rosita Rawnsley-Mason and David Govier will take the lead on Tourism Australia

M&C Saatchi’s executive creative director, Avish Gordhan, said Rawnsley-Mason and Govier were the best to take on one of the agency’s key clients.

“Dave and Rosita are absolute quality. They are genuinely good humans and formidable creatives with the talent, flair and care for the work that is essential to drive our creative output even further,” Gordhan said.

“They’ve made consistently great work over their careers and they’re in the best position to continue that here on a key client. I’m super excited.”

Govier steps up from his role as a senior copywriter, after joining M&C Saatchi in January last year. Previously he has spent time at Clemenger BBDO, Colenso BBDO, and Saatchi & Saatchi in New Zealand and London.

Rawnsley-Mason joined the agency in October last year from BMF as senior art director. During a period of freelancing she worked at Droga 5 and has also held art director roles at Saatchi & Saatchi and Ogilvy in New Zealand. At BMF she worked on the Aldi account.

Rawnsley-Mason said taking the lead on Tourism Australia was an exciting challenge.

“I’m looking forward to taking on this role alongside Dave on such an important piece of business. It has been a very challenging time for the tourism industry and I’m excited about the job creativity will play in getting people travelling again,” she said.

Govier added: “I’m excited by the opportunity to tell the world how great Australia is. There’s never been a more interesting time to work on tourism, and I look forward to partnering with Rosita and the team at Tourism Australia.”

M&C Saatchi has recently undergone a leadership change, with CEO Jaimes Leggett stepping down in April after seven years at the top of the agency, and former chief strategy officer Justin Graham becoming the chief executive.

Former Leo Burnett CSO, Emily Taylor, has since taken Graham’s place as the chief strategist at the agency.


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