Qantas shortlists Droga5, Leo Burnett, Publicis Mojo and BWM for global creative account
Qantas has concluded the first stage of its advertising agency review program and shortlisted a number of agencies for the second stage of the review.
The review includes creative, media, digital and sponsorship agencies. Under the creative stream, four agencies have progressed to stage two which includes Droga5, Leo Burnett, Publicis Mojo and BWM.
More than one source has told CB that Publicis Mojo would be favourite to win the lion’s share of the business, as hinted on the CB Blog back in August.
In the media buy stream, OMD, Zenith Optimedia and MediaCom have been shortlisted. Additional agencies are still being considered for specialist roles as Qantas evaluates its new worldwide creative partnership model options.
M&C Saatchi – one of the incumbents – will continue to be the agency of record for Qantas Loyalty and continue to work with the airline on some new market development projects. M&C Saatchi Sport & Entertainment will also continue to form part of the roster for the airline’s portfolio of sports, arts, entertainment, events and ambassador portfolio.
Another incumbent Ogilvy will also continue to support the airline on other key tactical and strategic projects.
Qantas Group Executive Manager Commercial Mr Rob Gurney said Qantas thanked all the agencies that had participated in the process to date: “We have been very impressed with the quality of the work, and it has been extremely challenging to narrow it down to the final short lists. We are also pleased to continue working with our incumbents on key streams of work given their experience on our business,” said Mr Gurney.
Says M&C Saatchi Worldwide Chairman Tom Dery: “we have had a long and successful partnership with Qantas and we are delighted this will continue with Qantas Frequent Flyer and through the sponsorship management and activation.”
Executive Chairman, Ogilvy Australia Tom Moult said Ogilvy is pleased to continue working with Qantas on a number of important projects.
Qantas is on track to conclude its new agency model and roster with the new incumbents to commence work by April 2012. Enth Degree will continue to help facilitate the process.
The agency review will continue to focus on quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success.
11 Comments
3 x Publicis agencies? Paris will be happy …
3 x Publicis agencies? Paris will be paying a shitload in pitching if they lose….
That’s an A380 – wow, it’s so big.
Whomever wins the pitch, and we all know that it’s Mojo, given the almost symbiotic relationship that’s developed between the likeminded CCO and Q’s marketing head, both preaching the ROI of all things digital in delivery at the expense of creative ideas, they will truly have their work cut out for them.
How does one serve a once iconic Australian brand that has managed to shoot itself in the foot, or the head at nearly every turn, and is so on the nose with the Australian public after the grounding stunt that it is rivalling Telstra and News for the most reviled gong?
Today’s social media gaffe is just the latest example of how badly the flying roo is thought of by the traveling public, or the public in general, and how tragically misconceived Joyce’s decision to take on the politics of the workplace for his employers the 1% has been for the long term interests of the brand.
This is a case where the losers might just be the real winners. The potential for damage to the winning agency’s brand in just being associated with the fallout coming Qantas’ way in the next year could be worse than any gains with the account, because no matter how clever the creative, or how apt the strategy, the work is going to take a severe beating.
That being said, given the creative losses and missteps at Publicis in the past few months, maybe there’s a perfect fit here after all.
Given Mojo’s couple of years of the equivalent of wheels up landings, runway overshoots, passenger poisonings, and people and baggage lost surely not even the clowns at Qantarse could be silly enough to even contemplate giving them even the freight part of their account. I mean grounding the airline is one thing, tossing it away is another.
That’s a pretty long shortlist. I hate when companies do this to agencies. It’s much more motivating to be on a list of 3 than a list of 5. Is it really that hard to show some leadership and have the guts to cut it down to who you think could actually win?
What do you mean symbiotic relationship between the CCO and Qs HOM exactly? If it’s a poisoned chalice then maybe mojo would be worthy winners…
I’m expecting an on-air disaster.
$50 says they’ll be on the hunt for a new agency in 12 months time.
Just a quick question, how come it’s the same companies that get the large opportunities?
Not really fair this advertising industry.
“$50 says they’ll be on the hunt for a new agency in 12 months time.”
I’ll raise you $50 and shorten the odds to 6 months. Mojo is a dead horse… I can’t wait to see what they do. LOL