Pitch Watch: Tourism Australia opens media pitch; plus PVH Brands; Michael Cassel Group and Monash University

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

In this wrap up the latest on: Tourism Australia (new pitch), PVH Brands (account win), Michael Cassel Group (creative and media account win) Monash University (account win).

Tourism Australia – media 

Tourism Australia has opened the tender process for its media account, one of the most prestigious in the Australian market.

While domestically the is not worth much – given it does not finance domestic marketing activities –  it is really about the global ad spend of the tourism body, thought to be around $250m over three years. Unsurprisingly then the pitch is likely to be won by a multinational player, and likely one with a strong presence in Asia – TA’s main target market at the moment.

OMD is the incumbent having held the contract now for the maximum amount of time allowed after winning it from Carat in 2011. However, a full field of contenders are expected to line up for what will be one of the biggest media pitches of 2016.

The new contract will be for an initial period of three years with the option of two one-year extensions.

The tender will have two phases: an initial Expression of Interest (EOI) process, and then Request for Tender (RFT) for those shortlisted after the first phase.

“As a Government agency, and for a contract of this size and importance, Tourism Australia is required to conduct an open tender process,” said a Tourism Australia spokesperson.

“OMD has been a fantastic partner since 2011. With the term of the existing contract approaching its end, this two-phased tender gives us the opportunity to better understand the changing media landscape and the agency partnership structure we require to deliver on our future media requirements.

“We have decided to structure this process in a way which gives us an opportunity to better understand these emerging trends, particularly in terms of new technologies, before formally starting the tender. We believe this is the best way to identify and engage the most effective partner or partners to meet our immediate and future media services requirement.”

Expression of Interest (EOI) documentation are available at

The initial EOI process closes on 22 December 2015 (narrowly avoiding ruining Christmas for media agencyland). The Request for Tender (RFT) process is expected to commence in February 2016.

PVHPVH Brands – media

Back in October we told you about clothing brand PVH Brands Australia pitching its media account.

Following a competitive pitch process it is understood that independent agency Frontier Media has won the account.

The account, which represents major clothing brands such as Calvin Klein, Tommy Hilfiger and Van Heusen is worth around $5m and went to pitch from incumbent Mediacom because the brand was moving its account from Melbourne to Sydney where the GroupM agency had a conflict with Louis Vuitton Moët Hennessy (LVMH).

Monash UniversityMonash University – creative 

Another university has gone to pitch, this time it is Monash University pitching its creative account.

After a competitive pitch process it is understood that GPY&R in Melbourne has picked up the account.

The last 18 months has seen a number of universities pitch media and creative responsibilities ahead of mooted changes to the regulation of the university sector by the government.

With those changes recently being taken off the table by new Prime Minister Malcolm Turnbull it will be interesting to see whether the promised work and media spend from the universities comes through.

Michael Cassel GroupMatch Media and Creative Oasis wins Michael Cassel Group

The Michael Cassel Group has appointed Match Media to do the media buying for its latest production Kinky Boots.

The account is thought to be worth around $5m and comes after a competitive pitch process.

Creative Oasis has won the creative on the theatrical productions account which has the rights to represent theatre producer Cameron Mackintosh and his productions in Australia.

Julie Ott, Head of Marketing at Michael Cassel Group, said of the appointment: “Match stood out from the pitch list. Their ideas were big and socially driven, plus their data driven approach to understanding our target audience was also a big differentiator.”

James Simmons, COO at Match Media added, “The team are delighted to be working with the Michael Cassel Group and specifically Kinky Boots. Theatre is an incredibly exciting category with interesting nuances and we can’t wait to start selling tickets, and see the show.”

Lavender picks up three projects

Recently-rebadged as a CX agency Lavender has picked up three new technology projects for Deakin University, Ardent Leisure and George Weston Foods.


Speaking about the wins, Clint Bauer, partner at Lavender, said: “We’re thrilled to be working with clients that have great vision and a desire to put customer experience at the heart of their business. These wins demonstrate how our technology, strategy and data services can help brands deliver customer grounded strategies.”

Nic Christensen and Miranda Ward 


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