The biggest creative pitch wins of 2017

From Maccas to Virgin Australia, 2017 saw plenty of shifts and shuffles across adland's creative board. Here are some of the biggest.


Saatchi & Saatchi wins Devondale dairy

The first work from the team was released in May, in order to promote the dairy brand’s Masterchef sponsorship.


Vodafone returns to WPP, with J. Walter Thompson winning telco

Just three months after being dumped by Cummins & Partners, Vodafone handed the local business back to its global partner WPP.


McDonald’s drops Leo Burnett, consolidates with DDB Sydney

DDB Sydney took back control of the account after little to no work was produced out of Leo Burnett in the space of six months.


Cummins & Partners wins HBF

HBF began pitching in March, eventually appointing Cummins & Partners at the beginning of June.

DDB Sydney lands Virgin Australia

One of the biggest creative pitch wins of the year came courtesy of Virgin Australia, who eventually appointed DDB after a competitive pitch process. The team’s first campaign was released in September, centred around ‘Uptimism’ with the tagline “here’s to looking up”.


The Monkeys wins Holden SUV

In August, Mark Harland, director of marketing and customer experience at Holden told Mumbrella automotive marketing in Australia had become unremarkable, with the once-meaningful Holden brand getting lost in the mix. The team released their first work in early December, telling women: “Got nothing to prove? Prove it”.

McCain Foods appoints Cummins & Partners

Cummins & Partners replaced TBWA Melbourne, who took the account in 2013 after McCain Foods ended its 25 year relationship with Ogilvy.


The Monkeys win the NRMA account

Described as “one of the largest accounts in the Australian market”, insurer NRMA broke from M&C Saatchi, its incumbent agency of three years, back in September. The team released its first work in early December in time for Christmas ad season.


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