Clemenger BBDO Sydney wins creative account for RWWA’s TABtouch in a competitive pitch; The Brand Agency retains media account
Following a pitch process Racing and Wagering Western Australia (RWWA) has split their advertising and marketing account of its wagering brand TABtouch between incumbent The Brand Agency and Clemenger BBDO Sydney.
Clemenger BBDO Sydney will be responsible for brand strategy and creative, taking over from incumbent agency The Brand Agency, which has retained the media component of the tender.
RWWA’s wagering business consists of an exclusive network of 325 TAB retail outlets across Western Australia, a call centre and digital platform through the TABtouch brand.
More than 24,000 racing participants are direct benefactors of the wagering business, which is responsible for ensuring a sustainable future for the Western Australian racing industry.
The year 2021 also marks the 60th anniversary of the TAB in Western Australia.
RWWA’s Head of Marketing Katie Roberts said she was thrilled to be able to partner and leverage the extensive expertise of two of Australia’s most prominent agencies.
“In a year where we celebrate one of our most significant milestones, I look forward to working with The Brand Agency and Clemenger BBDO Sydney to further solidify and establish TABtouch as one of Western Australia’s most iconic brands,” said Roberts.
The Brand Agency, Head of Media & Analytics, Angela Naaykens said, “We are delighted to be reappointed to the RWWA media account, as their appetite for innovation has built a strong partnership between our teams. They are in a unique position to capitalize on the changing media landscape, punching far above their weight in arguably the most competitive marketing category.”
Clemenger BBDO Sydney, CEO, Pete Bosilkovski said, “We’re thrilled to be partnering with Katie and the TABtouch marketing team who have big creative ambitions for the brand. There is a huge opportunity to build on the equity of TABtouch and bring some fun and energy to the brand. A challenge we are extremely excited about fulfilling together. We can’t wait to get started.”
The Brand Agency Perth has held the account for the past 4 years.
10 Comments
Couldn’t they just say they appointed Marketforce/ClemsBBDO and run the account out of Sydney like others do? Poor MF, what do they have to do to catch a break.
All Clems. MF not involved at all. They have a conflict with Lotteries Commission.
What about Wunderkats Synergy and Western Power? Do we care about that stuff any more?
Good that TAB WA rely on leveraging WA as their positioning. Looking forward to a moneybags quokka riding a greyhound home for the win.
Agencies need to look at themselves in regards to this. I completely agree @Ad Dad, but you could make the exact same statement about TV being shot by non-WA directors and other talent. Show me one that has justified taking the production east or flying directors and others in? And how can agencies and creatives get pissed when clients do it when creatives are doing it all the time to the production industry. Here’s looking at you Brand.
This couldn’t be any more accurate. Agencies are continually over looking local production and post production crew in favour for East Coast crew so it’s hard to express any sympathy when the clients do the same. It points to a larger fundamental flaw with WA which is it is seen as sub par compared to the East Coast, and maybe we are. But we will never grow as an industry as long as local people are not given the opportunity to grow and improve at all levels of the production process here in WA.
Racing and Wagering Western Australia – government agency no?
STOP SENDING WORK EAST
In my experience, WA clients who go east are over-compensating for their own shortcomings as marketers. They think a shiny Eastern States agency will make up for the fact they don’t know what they’re doing – or looking for. But the fact is, they’ll always end up buying shit work, whether it’s from Perth, Sydney or New York. Look at the evidence: Tourism WA? Vanilla-scented, category-compliant wallpaper. Curtin Uni? Predictable, world-change wallpaper. And HBF? WTF?
There has not been a single campaign created by a non-WA agency that has ever justified the move to the East. No great results. No huge awards. Your suggestion that it’s inadequate marketing managers masking their own shortcomings is pretty insightful. Let’s hear some counter argument (with proof please) from the other side.
Ad Dad’s on fire right now, who could he be? Defs a senior, and a writer, also a creative head? Hmmm.
And @Nailed it, Ad Dad – there is no way anyone will step up to counter argue and show proof, because there is none.