Qantas has called for a global review of its creative and media arrangements for the first time in a decade.
M&C Saatchi, Ogilvy, Publicis Mojo, Wonder and media buying and planning agency, ZenithOptimedia have all been invited to pitch.
More than one source has told CB that Publicis Mojo would be favourite to win the lion’s share of the business, as hinted at a month ago on the CB Blog.
With M&C the lead brand agency, the following statement has been issued by M&C Saatchi Worldwide Chairman Tom Dery (left): “It is perfectly understandable that Qantas, after 16 years, should review its agency structure and roster. The next five years will be exciting and challenging for Qantas and we look forward to the potential of us moving with them into the future.”
Last month, Qantas announced a five-year plan to build a truly modern, customer-focused and competitive global airline business. This strategy has also led to a review of the airline’s advertising agency roster to ensure the right model is implemented to align with Qantas’s future brand development.
The agency review will focus on quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success. Selected agencies will have the ability to roll out international strategies across the Qantas network.
Under the wider agency review, some areas of the business will continue to work with the incumbent agencies including Qantas Frequent Flyer who will continue to work with M&C Saatchi.
Qantas group executive commercial, Mr Rob Gurney said Qantas has been satisfied with the standard of work from its existing creative partners, many of whom have been working with Qantas for over a decade providing exceptional support to the business during this time.
Says Gurney: “Qantas will continue to work with its current roster on various projects and is now specifically looking to expand its roster and increase specialist expertise at both local and international levels.”
Qantas has engaged Enth Degree to help facilitate the process. A comprehensive review of the industry has been completed and a short list developed to meet the specific needs of the business.
The agency pitch process will commence in October in order to appoint the appropriate agency partners to work with Qantas from April 2012.