Susan Coghill.
Tourism Australia has appointed The Monkeys, Accenture Song and Droga5 as agencies to deliver its integrated global creative and digital services following a comprehensive tender process.
Accenture beat fellow finalists Publicis Groupe and Clemenger Group, as well as incumbent M&C Saatchi, which is partnered with independent favourite Howetson & Co.
The Accenture panel will be responsible for Tourism Australia’s creative and digital services for five years, starting in July 2024. The contract consists of an initial three-year term with the option for two further one-year extensions.
Tourism Australia chief executive Philippa Harrison said the brand had very specific plans for global expansion and was actively marketing in 15 key international markets.
“Our campaigns have set a high standard for many years, but as the environment in which we operate continues to evolve we need to ensure Australia stands out on the world stage,” Mr Harrison said.
“During the tender process, Accenture Song, working with The Monkeys and Droga5, demonstrated that they were perfectly positioned to deliver the integrated global creative and digital services Tourism Australia required.
“We look forward to working with them to showcase the best that Australia has to offer to the world.”
Tourism Australia chief marketing officer Susan Coghill said Accenture Song would position Tourism Australia to meet the opportunities and challenges of the future.
“We look forward to working closely with Accenture, The Monkeys and Droga5 to learn more about the creative ideas and bold thinking they bring to the table to remind the world why ‘there’s no place like Australia’ and put Australia’s tourism industry back on track for sustainable growth,” Mr Coghill said.
“I’d like to take this opportunity to thank M&C Saatchi and Digitas for their hard work over the past five years. During challenging times, they have enabled us to pivot to the domestic market with our Holiday Here This Year campaign, and, as international travel resumes, launch our current global campaign, ‘Come and Say G’day’, to welcome travellers back to Australia.”
Accenture Song CEO David Droga said the win meant a lot.
“Professionally and personally, we are excited about this incredible opportunity, great responsibility and rekindled partnership,” Droga said.
Mark Green, president of Accenture Song A/NZ and co-founder and group CEO of The Monkeys, said it was a privilege to partner with Susan and her talented team of marketers to elevate Tourism Australia’s global creative and digital marketing approach.
“Combining the creative talent of The Monkeys (Australia’s Agency of the Decade) and Droga5 (US Agency of the Decade) with the technology and global footprint of Accenture Song will bring together Australia’s best talent from around the world and bring the best of Australia to the world,” Mr Green said.
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