Pitch Watch: Foxtel and Fox Sports merges creative account; Toyota moves digital
Mumbrella casts an eye over the major media, creative and public relations pitches at play in market.
In today’s wrap up: Foxtel and Fox Sports names single creative agency; Toyota shifts digital; Sunrice unveils media account win; Carnival Cruise Lines (social media account); Haymes Paint (creative agency); La Trobe University (creative account).
Foxtel and Fox Sports unite at single agency for first time
Foxtel and Fox Sports will be handled by a single creative agency for the first time after TBWA won a head-to-head pitch for the combined accounts.
The move unites both accounts with TBWA after lengthy battle between Clemenger BBDO and is a big loss for Cummins & Partners which had been at the helm of Fox Sports’ creative account.
Recently appointed managing director – customer and retail, Mark Buckman, kicked off the review just four months after taking on the role.
Rob Farmer, director of brand marketing – content and products, told Mumbrella the appointment had been based on TBWA’s strategic approach to both brands.
“They demonstrated great insight for where we are at and where we want to go,” Farmer said.
“It was a really strong strategy that underpins those plans ahead and exciting creative executions off that. Strategically it’s about whole of business thinking, it’s not just about communications, and that is part of what we have been working with them on.”
Farmer said the decision to align Fox Sports with one agency was a key part of the strategy going forward.
“It’s incredibly important for us to be united in how we go to market and, ultimately, it’s all part of the Foxtel platform and so we think we are stronger together and we are really excited about having this alignment.”
TBWA CEO Paul Bradbury said the agency was delighted not just to retain the Foxtel business but to win the Fox Sports account.
TBWA will continue to work with Foxtel’s internal agency, Felix.
Toyota announces digital account win
Toyota has appointed R/GA Sydney as its digital agency of record after a long tender and pitch process.
In its new appointment, R/GA Sydney will be responsible for digital strategy, user experience, design and content management.
The account win aims to help Toyota improve and extend relationships with its consumers.
Brad Cramb, chief marketing officer, Toyota Motor Corporation said: “Digital is playing an ever-increasing role in the buying and ownership cycle. Toyota is committed to delighting our guests in all stages of the cycle and is excited to be working with R/GA to deliver a global best digital experience that seamlessly incorporates Toyota Finance and our dealer network.”
Rebecca Bezzina, vice president and managing director of R/GA Sydney said: “R/GA Sydney has been building its product and service design capability over the past two years, and with the best UX and visual design people, technologists, strategists and creatives now in place, this is a win that comes at exactly the right time – it speaks to the strength of that team and the innovativeness of our model.”
Sunrice appoints media account
Havas Media has been awarded the media account for Sunrice to help expand the business internationally and manage communication, channel and investment strategy across Australia and NZ.
The win is the first of several for the agency. Havas Media has also won Swarovski’s media account and will begin its work for the brand across Australia and New Zealand from 1 January, 2017.
Havas Media has been allocated a $5m ANZ spend, to cover channel and investment strategy as well as social and programmatic activity.
The media agency will also handle channel and investment strategies for Primary Health Care Limited and Sydney Airport Parking, following two media account wins.
Ben Sjogren, managing director at Havas Media Australia, said of the account wins: “2016 has been a successful year for the agency and these wins are testament to our dedicated and growing team, who have consistently delivered strategic and progressive ideas that get brands excited.
“Each of these brands and organisations presents us with dynamic opportunities to create real impact and cut-through in the market and provides us with great momentum as we head into the New Year.”
Carnival Cruise Lines announces social media account win
Carnival Cruise Line Australia has awarded its social media account to Red Engine SCC.
The independent agency will be responsible for the cruise line’s social media and creative content.
Mitch Alison, creative director Red Engine SCC, said the appointment was a “brilliant creative opportunity” for the agency.
“Carnival lives and breathes fun – a dream client brief. There is a brilliant creative opportunity in helping people get as close as they can to being on the ship through content that captures the unforgettable experience of a Carnival Cruise,” Alison said.
Jayne Andrews, marketing director for Carnival Cruise Line Australia, said: “We were impressed by Red Engine SCC’s creative and strategic capability in this area. We loved their enthusiasm for our brand and we’re excited to see the ideas they’ll bring to the table. We know we can do so much more with social – and believe they are the right partners to work with to take us to the next level.”
Julian Townley, founder and CEO, Red Engine SCC commented: “We’re thrilled to be working with the Carnival Cruise Line team. Our unique agency model continues to resonate with brands needing strategically-led creativity and content production backed by sound media thinking around distribution and amplification.”
Haymes Paint appoints creative agency
Australian paint brand Haymes Paint has appointed The Fuel Agency as its new creative agency following a competitive pitch process.
The business has been run in Ballarat by the Haymes family for more than 80 years and The Fuel Agency aims to help the brand expand across Australia.
Tim Kidman, CEO at The Fuel Agency, said of the win: “Haymes is one of the last family-owned, iconic Australian brands, and we look forward to working with the family for many years to come, as they continue to expand their retail network and brand across the country.”
La Trobe University announces creative account win
La Trobe University has announced Clemenger BBDO Melbourne will hold the university’s creative account.
The win comes after a three-month pitch process, making La Trobe the second account for Clemenger BBDO in the higher education sector. Clemenger BBDO Brisbane holds the creative account for University for Queensland.
Mark Engel, chief marketing officer at La Trobe University said the agency went beyond expectations in the pitching process.
“During the three-month pitch process, Clemenger continually challenged us and pushed us to expect more – exactly what we ask of our own students and staff,” Engel said.
“As Victoria’s third oldest University we have a long and proud history. We’ve got strong ambitions to lift the profile and reputation of La Trobe as a University of choice that prepares students for successful careers and undertakes research in co-operation with our industry partners that changes lives, creates jobs and builds economies.”
Paul McMillan, managing director, Clemenger BBDO Melbourne said the agency was pleased to join La Trobe in the lead up the the University’s 50th anniversary.
Over the past 50 years they’ve consistently challenged the norm in the pursuit of academic excellence, helping to drive social and cultural change,” McMillan said.
“We’re excited to partner with a University that shares our values and we can’t wait to help La Trobe embark on the next 50 years.”
topics
Carnival Cruise Lines
Clemenger BBDO Melbourne
Fox Sports
Foxtel
Havas Media
Haymes Paint
La Trobe University
Red Engine SCC
SunRice
Swarovski
The Fuel Agency
