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The Works picks up Domain following pitch

(L-R) The Works creative partner Paul Swann, marketing director for Real Estate Fairfax Media Matt Siddons, and The Works creative partner Mark Harricks.

(L-R) The Works’ Paul Swann, Real Estate Fairfax Media’s Matt Siddons, and The Works’ Mark Harricks.

Property website Domain has appointed The Works as lead creative agency following a competitive pitch, replacing incumbent Whybin/TBWA.

The appointment sees The Works beat out six other unnamed agencies for the account. It is unclear whether Whybin/TBWA, which holds the wider Fairfax creative account, participated in the pitch.

It follows rumours of Fairfax Media preparing to float the property website, a challenger to the REA Group, which were dismissed by Fairfax Media CEO Greg Hywood in February.

Matt Siddons, marketing director for Real Estate Fairfax Media said: “The Works demonstrated a thorough understanding of our business and what it will take to achieve our goals; they impressed us with their commitment towards creativity at the forefront of their thinking. We look forward to working with them to help further shape the Domain brand.”The Works will manage creative innovation and strategy, starting work on the account immediately.

Douglas Nicol, creative partner of The Works said: “The Domain brand is undergoing an exciting chapter of its development and it’s excellent to be working with a client who has such strong market presence backed by great commercial drive.”

The win comes at a time when rival Realestate.com.au is attracting attention off the back of its latest campaign fronted by Arnold Schwarzenegger.

It also follows Mark Harricks joining the agency in July as creative partner.

The Works’ clients include Sunbeam, Canadian Club, Jim Beam and Tetley.

Miranda Ward

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