Tabcorp appoints Accenture Song and Ogilvy Australia to agency roster

Tabcorp has today unveiled its new agency roster as part of the digital transformation of Australia’s iconic wagering and media company. Tabcorp has appointed Accenture Song as brand strategy, platform and creative agency and Ogilvy as agency of record for 1-1 customer experience and always on.

Accenture Song takes over from incumbent agency M&C Saatchi, which held the account for three years and declined to re-pitch.

Both agencies will play a critical role in the exciting transformation of Tabcorp following the demerger from the company’s Lotteries and Keno business in June last year.

Tabcorp’s chief customer officer Jenni Barnett said the agencies would complement Tabcorp as it enters an innovative growth phase:“Tumbleturn Media ran a first class process to ensure we secured the best agencies to grow our brand. All of the agencies were incredible and brought first class thinking, talent and energy to the process and we are grateful to all of them. We can’t wait to partner with the Accenture Song and Ogilvy combination, along with our talented internal team to take us to the next level as a company as we continue to transform our iconic Australian company at pace.”

Since the demerger on 1 June, Tabcorp has launched a new TAB App which is faster and simpler to place a bet, along with new products including a social betting function and a same game multi function. Tabcorp has also rebalanced its marketing strategy with a more strategic focus on growing digital revenue market share and has now completed a reset of its agency rosters. OMD and Principals remain as key partners.

In 2023, TAB will release more new products and upgrades to the TAB App as well as an innovative new brand strategy and customer experience.

Says Barnett: “We’ve come so far in a short space of time and this is just beginning. We have a clear path forward as a company and are excited to be working alongside world class partners.”

Says Sally Kissane, CEO, Ogilvy Network ANZ: “Ogilvy is very excited to be partnering with Tabcorp as it reimagines the wagering category in Australia. After meeting the Tabcorp team and spending time together over the past few months in what was a very well thought through pitch process and engagement, it became obvious we were aligned in both approach and thinking.

“We were also inspired by TAB’s passion for taking care of its customers by ensuring betting is both enjoyable, and engaged in responsibly. It certainly resonated with all of us, and we are looking forward to working with TAB as an industry leader in this area. We couldn’t be happier to be selected.”

Says Mark Green, president, Accenture Song A/NZ: “We love working with iconic Australian brands and TAB is just that. We are looking forward to working with Adam, Jenni and entire team to help reimagine their brand and customer experience.

Barnett said customer care would remain at the forefront of Tabcorp’s transformation: “We’re Australia’s most trusted wagering brand and that’s a responsibility we take very seriously. Customer Care is at the forefront of everything we do and we’ll continue to invest substantially to play a role in assisting our communities.”