Pitch Watch: RACQ appoints new creative agency while Kellogg taps into technology and Jemana finishes review


Mumbrella casts an eye over the major media, creative and public relations pitches at play in market.

In this wrap up RAC Queensland (creative appointment), Kellogg’s regional technology work and Infrastructure company Jemena (Media appointment).

RACQ appoints new creative agency

Clemenger BBDO Brisbane has won the creative account for Royal Automobile Club of Queensland (RACQ), beating incumbent SapientNitro, Mumbrella can reveal.

The pitch – which saw Clemenger BBDO Brisbane fight it out against SapientNitro and JuniorCru, now Ogilvy Brisbane – was delayed by the departure of marketing and communications boss John Devaney in April.

It was then resumed when Renee Davidson was appointed to the role, with the pitch whittled down to Clemenger and Sapient by the end of August.

Davidson said Clemenger BBDO was selected due to its “strategic, creative and digital capabilities that will support our strategic transformation”.

“Clemenger understand the unique nature and importance of mutuality and demonstrated how it would apply its strategic approach to help RACQ marketing to support the future needs of our business,” she said.

“This decision brings to an end our long and successful advertising services relationship with SapientNitro team, during which we have produced a number of award-winning campaigns that delivered increased brand awareness and results for the business.

“SapientNitro continues to be one of our key digital providers on our Digital Services Panel.”

SapientNitro worked on RACQ’s ‘Rescue Me’ campaign and had worked on the creative account for the last four years.

VML wins Kellogg’s regional tech brief

WPP-owned digital agency VML has been appointed as Kellogg’s Asia Pacific Regional Marketing Technology partner, following a competitive multi-agency pitch.

The win sees VML expand its current Kellogg relationship beyond Australia and North America to cover technology across the entire Asia Pacific region as well as South Africa for digital and social campaigns, with the business being led out of VML Sydney.

The pitch was led by VML Australia in partnership with VML Singapore and VML U.S., with the Kellogg’s APAC technology business, encompassing Australia, New Zealand, South Africa, Japan, South Korea, Hong Kong, Singapore and India.

VML’s regional remit will see the agency lead all digital marketing technology work across the Kellogg ecosystem.

VML Australia’s MD and ECD Aden Hepburn said in a statement: “VML has been handling Kellogg’s work across Australia and New Zealand since early 2013, and being awarded the entire Asia Pacific technology responsibilities is testament to the strength of VML’s regional and global network, along with our partnership with Kellogg’s as we continue to push the business forward together in what is an exciting time for Kellogg in the APAC region.”

Jon Cook, Global CEO of VML added: “As VML continues to expand around the world, it’s exciting to be able to mobilize local, regional and global teams with our deep capability for client partners no matter where they are. The APAC region continues to experience fantastic growth, and we are looking forward to expanding our partnership with Kellogg to deliver on the opportunities that exist in those markets.”

Initiative wins infrastructure business with Jemena

After a competitive review Initiative has emerged as the winner of the account for infrastructure company Jemana, leading the development of its its 2016-17 NSW Natural Gas marketing campaign.

Jemena operates more than $9 billion worth of major utility infrastructure and supplies millions of households and businesses with essential daily services.

Danielle Beinart, Jemena’s Commercial Development Manager said in a statement the company was seeking innovation in its marketing strategy.

“In our review process, there were a number of strong candidates, however Initiative showcased strong leadership in several areas including innovation and striving for excellence. We are looking forward to partnering with Initiative into the future,” said Beinart.

Initiative Australia CEO Lee Leggett said that the review had given the business the chance to benchmark its services against rivals.

Miranda Ward, Alex Hayes and Simon Canning


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