Following a rigorous tender process, Tourism Australia has appointed a panel of agencies to handle its integrated global creative and digital services. Effective from July 2024, Accenture Song, The Monkeys (part of Accenture Song), and Droga5 have secured a five-year contract with the government agency that initially spans three years with options for two one-year extensions.
Tourism Australia’s creative account was held by M&C Saatchi and the digital account by Digitas since 2018, with the agencies failing to make the shortlist after the account went up for pitch last September.
Rose Byrne in ‘Come and Say G’day’ campaign for Tourism Australia
“We have a very specific brief at Tourism Australia with a global footprint that sees us actively market into 15 key international markets,” said Tourism Australia’s managing director, Phillipa Harrison.
“Our campaigns have set a high benchmark over the years and as our operating environment continues to evolve we need to ensure Australia stands out on the world stage.
“During the tender process Accenture Song, along with The Monkeys and Droga5, proved they were best placed to provide Tourism Australia with the integrated global creative and digital services we need. We look forward to working with them to showcase the best Australia has to offer to the world.”
Tourism Australia chief marketing officer, Susan Coghill, said: “We will be working closely with Accenture, The Monkeys and Droga5 to remind the world why ‘There’s Nothing Like Australia’ and are excited to learn more about the creative ideas and big thinking they can bring to the table as we look to get Australia’s tourism industry back on a path of sustainable growth.
Coghill thanked the M&C Saatchi and Digitas for their hard work over the last five years.
“It was a challenging period and thanks to both agencies we were able to pivot into the domestic space, with the Holiday Here This Year campaigns, and once international travel resumed we launched our current global campaign Come and Say G’day welcoming travellers back to Australia,” she said.
Susan Coghill
Accenture Song CEO David Droga added: “This win means a lot. Professionally and personally. We are thrilled by the wonderful opportunity, immense responsibility and the rekindled partnership.”
While Accenture Song A/NZ president and The Monkeys cofounder and group CEO Mark Green stated: “It’s a privilege to partner with Susan and her team of outstanding marketers to help transform and elevate Tourism Australia’s global creative and digital marketing approach.
“Combining the creative firepower of The Monkeys (Australian agency of the decade) and Droga5 (US agency of the decade), underpinned by the technology and global footprint of Accenture Song, we have some of the best Australian talent from around the world coming together to bring the best of Australia to the world.”
Accenture Song also made waves in May after nabbing Initiative’s three most senior leaders. CEO Melissa Fein, MD Sam Geer, and chief strategy and product officer Chris Colter left the Mediabrands agency for Accenture Song. Mediaweek understands that each has a notice period of a few months, and is currently planning to remain at the agency for the duration of that notice period.
The Endeavour Group, which includes brands like BWS, previously held by M&C Saatchi, recently went to pitch and was awarded to BMF earlier this month.
This week, M&C Saatchi was appointed as the creative behaviour change agency for Australian Red Cross Lifeblood.
Mediaweek has reached out to Tourism Australia, Accenture Song, The Monkeys and M&C Saatchi for comment.
See also: ‘Surprised it’s taken this long’: Ferrier and Wright on Fein, Geer, and Colter defection