Pitch Watch: Suncorp mulls bespoke model; Rugby League WC and Simplot name creative agencies; Tourism NZ appoints media

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

In today’s wrap up: Suncorp (full service); Simplot (creative); Rugby League World Cup (creative); Tourism New Zealand (media).


Suncorp looks at bespoke agency model

The Suncorp pitch is probably the biggest in market at the moment, with the combined media spend of brands including AAMI, Bingle, Shannons, GIO, Vero and Apia as well as the main bank estimated at $60m.

It appears it has also thrown the creative agency arrangements into the mix as well, and has been talking to holding groups about creating a bespoke agency to span the various brands, following the likes of Westpac, Westfield and Ford in this market.

That has put independent The Monkeys, which works on the Bingle brand, Publicis’ Leo Burnett Sydney (GIO), Omnicom’s DDB Melbourne (Apia), WPP’s Ogilvy Melbourne (AAMI) and GPY&R Brisbane (Suncorp Bank) on alert.

While Publicis’ Starcom is the incumbent on the media account it is thought at least two other major holding groups have had a tilt at the account.

However, market speculation suggests such a diverse portfolio of brands may be tough to manage creatively under a bespoke model, with many tipping a master agency for the media account and the creative brands divvied up between different agencies.

All agencies and groups contacted declined to comment.


Rugby League World Cup 2017 appoints Clemenger BBDO

The Rugby League World Cup 2017 has appointed Clemenger BBDO Sydney as the tournament’s creative agency following a tender.

The appointment follows on from the World Cup naming Match Media as its media agency partner.

Rohan Sawyer, general manager commercial and marketing for Rugby League World Cup 2017, said: “We went to market looking for a bold idea, one that would reflect our vision for the tournament which is to ‘Celebrate Rugby League, Inspire Communities and Entertain the World’.

“The Clemenger BBDO team delivered a concept that celebrates the talent and skills of all the players competing at next year’s Rugby League World Cup, not just the known stars.

“There will be some amazing athletes from across the globe descending on Australia and New Zealand that people aren’t aware of as they don’t play in either the NRL or English Super League – but they train just as hard, play spectacular Rugby League and fans won’t want to miss seeing them in action during the World Cup.”

Paul Nagy, Clemenger BBDO executive creative director, said: “As a Rugby League tragic it’s pretty special to be working with the World Cup team. It’s going to be an amazing showcase for the greatest game of all. Can’t wait.”

Clemenger BBDO will commence work this month.


Simplot taps creative agency

After a three-month pitch process Simplot has appointed J. Walter Thompson Melbourne as its lead creative agency across the Birds Eye, Leggo’s, Lean Cuisine and I&J brands.

Mumbrella revealed in June that BWM Dentsu Melbourne was parting ways with the brand after a long association, while Cummins & Partners looks after John West.

J. Walter Thompson Melbourne’s MD, Michael Godwin, said: “On a number of fronts this is a most exciting outcome for us. It means we get to work on some much loved brands. It’s an endorsement that our investment in building an outstanding in-house shopper marketing capability is beneficial to clients like Simplot.

“And finally, despite the artificial constraints of a pitch process, our team felt a really positive chemistry with the Simplot team at every interaction – such an important foundation to any successful relationship. We can’t wait to build on this positivity now that we’re on board as their partners.”

Suzanne Harman, general manager of marketing at Simplot Australia, said: “Simplot is thrilled to be working with the talented team at J. Walter Thompson Melbourne, their people and process were the perfect fit for us. We look forward to a long and successful relationship with them.”


Tourism New Zealand appoints Match Media

Match Media’s winning streak keeps on going with the Publicis-owned agency landing the Tourism New Zealand account in Australia, effective from December 2016.

The news comes just 24 hours after it was named as media agency for next year’s Rugby League World Cup.

Kate Necklen, TNZ general manager global marketing communications, said: “We were very impressed with Match’s grasp of technology, digital and analytic insight as well as a strong understanding of the tourism market.

“We are very much looking forward to working with the new team.  We have a global way of working hence it is important to improve the integration of creative and media to maximise responsiveness in our campaigns at a local and global level. ”

James Simmons, COO of Match Media, said: “This is a wonderful win for Match, there are a lot of people at Match clamouring to have the chance to work on the TNZ account.

“It’s an amazing brand and very digitally progressive, which is the perfect blend for Match. Add that to our opportunity to interact globally with Razorfish as part of the Publicis Groupe and  it’s a unique win for Match. “


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