Tourism Australia's creative pitch is down to a shortlist of three agency groups, AdNews reveals.
For the first time the national tourism marketing body has moved to a panel model, where agencies partner with one or more agencies to pitch for both the creative and digital account.
The evolved, bespoke approach has raised eyebrows but the brand says it will help respond to future opportunities and challenges better.
As one of the most high profile and prestigious accounts in Australia, news from the pitch is thin with agencies taking part signing a strict non disclosure agreement.
However, Campfire X has been part of the pitch but it's unclear whether it is in the finals, according to industry insiders.
The indigenous agency has partnered with Clemenger BBDO and CHEP Network.
M&C Saatchi is the creative incumbent and Digitas the digital incumbent, after winning at the 2018 pitch.
Together M&C Saatchi developed the brands's current global Come and Say G’day platform which features a new ambassador, a souvenir kangaroo called Ruby, voiced by Australian actress Rose Byrne.
The most recent instalment was for FIFA Women's World Cup, the campaign encouraged visitors to go beyond the stadiums and sporting matches and immerse themselves in Australian culture and experiences.
Cam Blackley, chief creative officer at M&C Saatchi, departed the agency after almost six years and was replaced by Meta's Steve Coll.
IPG's UM is Tourism Australia's media agency which was re-appointed in 2021 and has held the $50 million account since 2016.
Susan Coghill is the CMO of Tourism Australia, promoted to the role in 2019.
Tourism Australia's complex history
M&C Saatchi has a long-standing history with Tourism Australia, having launched the Lara Bingle-fronted spot that has become infamous across the world. The campaign was banned across the UK for its use of the word "bloody".
However, former prime minister Scott Morrison was reportedly pushed out as head of Tourism Australia in 2006 because, at least in part, he refused to disclose details on the M&C Saatchi “Where The Bloody Hell Are You?” campaign.
“There has been considerable conjecture, but it is clear that the lack of transparency and accountability surrounding the $180 million tourism campaign and the awarding of a contract to M&C Saatchi played a key part (in Morrison departing),” reports the Michael West website.
Droga5 (now owned by Accenture) was a controversial part of the last pitch process, as the New York-based agency didn't yet have a Sydney office.
According to sources, Tourism Australia was encouraging Droga5 to open a local office to service the account, but David Droga wasn't interested in officially returning to the market.
Today Droga, although still living overseas, has an office in Barangaroo as part of Accenture.
Droga5 was also involved in the creative tender in 2013 and agreed to partner with Ogilvy to secure the account, but ultimately lost out to Clemenger and DT.
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