Qantas calls for a global review – M&C Saatchi, Ogilvy, Mojo and Wonder invited to pitch
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.
12 Comments
Who will be the best to polish this turd ask Qantas?
Hear Mojo have it in the bag…..at least, that is what they have been claiming for the last 6 months…..I think that you even wrote about it Lynchy?
God knows who would work on it….
Perfect team, Pullen and Davis.
CLEMENGER BBDO!
Optus reviewing, now Qantas. Woollies next?
The 5 Stream Approach, which is MBA speak for ‘I have no idea how to sell a product that is second only to Telstra in being disliked by Australian consumers, so I’ll devise a marketing strategy built on a structure that makes me look as if I do’.
From the AdNews article, “The more progressive branded content approach is a nod to Pullen’s background, who has a strong background in production . . . ” His background definitely has a background (English grammar doesn’t seem to have been a strong suit, maybe the writer is German?), but more importantly, someone seems to have read the press release and subsequently drank the Kool-Aid without looking at the label.
Ansett and the Lab, is Qantas next?
When is someone going to out Clems for pitching Optus.
Wonder what Foxtel and Sensis would say if they knew?
Adnews were onto something when they speculated some weeks ago that there was another player in the Optus pitch.
Hark, do I hear thunder?
No, no. It is the sound of many pairs of agency knickers hitting the floor.
Hark, is that a turkey I hear gobbling?
No, no.
What then?
Not telling.
Can one of the agencies in on this pitch free-for-all please help rebrand our poor national airline so it will appear as if they’re still interested in doing business here in Australia?
Maybe as an exercise toward truth in advertising, you could try a new slogan, like ‘Our Executives Still Call Australia Home’?
Perhaps a logo change? Swap the Roo for a Panda?
One catch, whoever gets the business will have to have offices in Singapore, Shanghai, and KL, and of course agree to be paid in Yuan.
How Aussie is that?
that man looks wistfully into the wild blue yonder
how long will it be before publicis is found out?