Qantas reveals global creative and media pitch shortlist

Qantas has revealed the shortlist for its global advertising and media pitch.

Droga5, Leo Burnett, Publicis Mojo and BWM are on the creative shortlist.

OMD, Zenith Optimedia and MediaCom have made it through to the next round for media agencies.

Incumbents M&C Saatchi and Ogilvy have not lost out altogether, and will remain working on the business, according to a statement from the airline.

The announcement:

Qantas has today concluded the first stage of its advertising agency review program and shortlisted a number of agencies for the second stage of the review.

The review includes creative, media, digital and sponsorship agencies. Under the creative stream, four agencies have progressed to stage two which includes Droga5, Leo Burnett, Mojo Publicis and BWM.

In the media buy stream, OMD, Zenith Optimedia and MediaCom have been shortlisted. Additional agencies are still being considered for specialist roles as Qantas evaluates its new worldwide creative partnership model options.

M&C Saatchi will continue to be the agency of record for Qantas Loyalty and continue to work with the airline on some new market development projects. M&C Saatchi Sport & Entertainment will also continue to form part of the roster for the airline’s portfolio of sports, arts, entertainment, events and ambassador portfolio.

Ogilvy will also continue to support the airline on other key tactical and strategic projects.

Qantas Group Executive Manager Commercial Mr Rob Gurney said Qantas thanked all the agencies that had participated in the process to date.

“We have been very impressed with the quality of the work, and it has been extremely challenging to narrow it down to the final short lists. We are also pleased to continue working with our incumbents on key streams of work given their experience on our business,” said Mr Gurney.

M&C Saatchi Worldwide Chairman Tom Dery said: “we have had a long and successful partnership with Qantas and we are delighted this will continue with Qantas Frequent Flyer and through the sponsorship management and activation.”

Executive Chairman, Ogilvy Australia Tom Moult said Ogilvy is pleased to continue working with Qantas on a number of important projects.

Qantas is on track to conclude its new agency model and roster with the new incumbents to commence work by April 2012. Enth Degree will continue to help facilitate the process.

The agency review will continue to focus on quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success.

Advertising from the carrier will face a cynical audience. News of the ad review comes a month after Qantas grounded its entire fleet in response to industrial action.

The airline launched a print campaign to reassure consumers that it was back on schedule at the beginning of this month.

After the grounding, Red Agency GM James Wright said the Qantas brand would “never be the same again.”


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