As expected [WAMN: 24-Apr-01], the Australian Tourist Commission has divided its A$30 million (US$17m) ad duties between several shops worldwide, renouncing its single global agency arrangement with D’Arcy in favour of a line-up better able to adapt to local differences.
The account has been split into brand advertising (handled centrally) and tactical advertising (managed regionally), with five agencies awarded the various duties around the world.
In charge of global brand advertising is Sydney shop Whybin Lawrence TBWA, while adapting the message for local markets are: Dailey & Associates in West Hollywood (the Americas); TBWA in partnership with Optimum Media Direction (Asia – the largest portion of the account); Navigator (New Zealand); and Delaney Lund Knox Warren with BJK&E Media, both in London (Europe).
“Whybin Lawrence will develop creative campaigns that drive Brand Australia forward and will work with the regions to adapt these concepts to meet the needs of consumers in different countries,” commented ATC managing director Ken Boundy. “This network of advertising agencies and media buying agencies in each region will be responsible for the creative and strategic development of the ATC’s tactical advertising.”
News sources: Australian Tourist Commission; CampaignLive (UK); Advertising Age - Daily Deadline