Qantas pitches $20m media account putting ZenithOptimedia on alert
Qantas is pitching its $20m media account putting incumbent ZenithOptimedia on alert, Mumbrella can reveal.
It is understood that in recent months a number of media agencies with the process being led by Olivia Wirth and her team.
At this stage it is not clear which media agencies are on the shortlist but it is thought a number of contenders will line up for the high profile account.
“Qantas is reviewing its current media planning and buying arrangements,” said a spokesman for the airline.
“There are several agencies invited to be part of this process, including the incumbent, and we expect an outcome of the review by the end of the year.”
The pitch is a blow to ZenithOptimedia which is currently fighting to retain the $60m Nestle media account and earlier this year chose not to contest a pitch by alcohol brands company Lion worth some $40m.
The account was last awarded in 2012, when ZenithOptimedia faced off against OMD in the final round of a lengthy pitch, which originally kicked off in 2011.
According to Nielsen, in the 12 months to August Qantas spent a total of $34.5m on advertising however, this figure includes the $15m by Jetstar leaving the value of the Qantas media account at just under $20m.
As Mumbrella revealed earlier this month, the airline recently took its digital media in-house with the launch of Red Planet a new play from its loyalty business which is aiming to sign up other businesses to use data from the Frequent Flyer program in targeted digital advertising.
In recent weeks industry insiders have also suggested Qantas has been talking to non-rostered creative agencies about the troubled airline’s creative work, as it looks to bounce back from heavy losses in the last financial year.
Droga5 is the lead agency on the brand, but Ted Horton’s Big Red agency, which handles Coles’ advertising, has produced a recent round of work spruiking sales despite not being on the 2012 roster.
Nic Christensen
It’s about time!
User ID not verified.