Tourism Australia Appoints M&C Saatchi to Head up Global Creative Services

Tourism Australia has announced the appointment of M&C Saatchi to manage its global creative services account, including the UK and across Europe.

The agency will provide Australia’s national tourism organisation with global brand, advertising and production services, commencing work in January 2019. Locally, M&C Saatchi London will take over from incumbent agency AMV BDDO at that time.

Tourism Australia regional general manager, UK and Northern Europe, Sally Cope, said the comprehensive appointment process ensures continuity for the organisation’s industry‐leading creative work, both in Australia and in international markets.

“The UK continues to be a key market for Tourism Australia and we are very proud of the campaigns that we have created here, and worldwide, in recent years. I believe M&C Saatchi’s appointment from this tender process provides us with an exceptional agency with whom we will continue to deliver marketing work that pushes the boundaries of creativity and innovation,” Cope said.

Giles Hedger, M&C Saatchi CEO – London, said: “M&C Saatchi’s pedigree in travel and tourism goes back all the way to 1995 and we are delighted to be leading the creative charge for Tourism Australia in Europe.”

Tourism Australia chief marketing officer, Lisa Ronson, added: “The ideas M&C Saatchi shared were extremely creative, and they demonstrated the kind of big thinking we need to effectively differentiate Australia from the competition.”

Ronson thanked all the agencies who participated in the tender process, paying special tribute to current agency partners Clemenger BBDO and Droga5.

“Over the past five years, we’ve had great support from our agency partners who have helped deliver some exceptional creative work. This includes BBDO Clemenger for stand‐out campaigns such as Restaurant Australia and Aussie News Today, and more recently, Droga5 who were responsible for the Dundee campaign we launched at the Super Bowl,” Ronson said.

The new arrangements with M&C Saatchi initially run for three years, with an option to extend the contract for two further periods of 12 months.

The outcome of a separate tender for Tourism Australia’s creative digital technology requirements will be announced tomorrow (Tuesday 11 December).