L'Oreal Melbourne Fashion Festival has pitched its creative, digital and media accounts, with five-year incumbent Paper Stone Scissors set to defend the business. The Festival is looking for an integrated agency to take it into new territory.
The fashion, design and business festival is a not-for-profit event held annually in Melbourne from 17-23 March with cosmetics giant L'Oreal Paris the principal sponsor.
Melbourne Fashion Festival CEO Graeme Lewsey told AdNews the company was currently in talks with a number of small to medium-sized integrated agencies. The winning agency, likely to be revealed by the end of this month, will have a focus on digital, he said.
The 2013 Festival boosted its social channels by 200% year-on-year, according to Lewsey, with its Twitter handle being involved in 10.5 million conversations globally. Furthermore, it generated $63m in media - a $10m increase on 2012.
The chosen agency will also be briefed to further develop the Festival's focus on retail tourism. Lewsey said its sole purpose was to stimulate the economy for retailers, designers and and partners. It recently received a five-year funding contract from the Victorian Government, which is now one of its partners. "We have a fairly robust and bold brief [...] to take the festival to the next stage as significant national event, not just an event in Melbourne" he said.
The pitch, currently in its final stages, will see Melbourne-based incumbent Paper Stone Scissors - whose contract has now expired - vying for the business. "We've had a tremendous 5-6 year history with the agency. We're certainly not unhappy with [Paper Stone Scissors] and they are in the running, it's just a great opportunity for the Festival to assess what is out there," Lewsley said.
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