EXCLUSIVE: Timing is everything. Just a month after the departure of Australia Post's top marketer, John Moore, the government body's advertising contracts came up for renewal. And without an acting CMO, can you guess who oversees the review?
Clemenger BBDO Melbourne currently handles direct marketing, Badjar Ogilvy handles brand and Amnesia Razorfish is responsible for digital. The contracts, awarded in May 2011, expired at the end of last month. An Australia Post spokesperson confirmed all three aspects were being reviewed separately.
“Some of Australia Post’s agency agreements have recently come up for renewal and we are in discussions with agencies to meet our requirements,” she said. “These discussions are progressing well and we aim to have this review process completed by early next month.”
While the spokesperson said the review was being led by the sales and marketing teams, some sources suggested the procurement department was heavily involved in the process. AdNews understands there is no acting CMO filling in for Moore, who left the organisation at the start of April. The spokesperson said only that Moore's replacement would be announced “in due course”.
Clemenger BBDO Melbourne, Badjar Ogilvy and DDB are among the four agencies thought to be pitching for the brand portion of the account. The spokesperson confirmed a panel of agencies would still be appointed for project work.
“Australia Post has not capped the number of agencies. Agencies will be appointed based on stated requirements and an agency’s ability to service these requirements in part or in full,” she said.
Australia Post has previously worked with Marmalade and Interbrand on a project basis. Media buying, handled by UM, is unaffected by the review. Australia Post spent $7.18 million on main media in the 12 months to April 2013, up from $6.01 million in the prior corresponding period, according to Nielsen.
The government body is now three years into its 'Future Ready' repositioning strategy, which aims to combat declining letter volumes and the loss of foot traffic through its retail outlets with a number of new initiatives such as its 24/7 parcel lockers and the introduction of its Digital Mailbox.
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