Qantas has delayed a decision on its sprawling media and creative agency tender process after management was said to have been “blown away” by the proposals put up by agencies pitching for the marque account.
The news comes at the same time as a new, possibly interim Qantas TV campaign is in production by Publicis Mojo. The ads were shot just before Christmas and were originally slated for a February launch. Those plans have since changed with April now being touted as a possible time frame. The campaign is said to be designed to address some of the company’s public perception issues, although it could also be tied up with the London Olympics.
Qantas would not comment on the campaign it has in the wings. Some suggest the company has bought new music rights, indicating the ‘I Still Call Australia Home’ soundtrack will not anchor the coming communications effort.
Observers said the situation was “very fluid” at present and several major strategic changes had already been made.
On the review front, the airline sent a note to agencies last week saying a decision on the new agency line-up would be delayed two or three weeks so management could absorb how they should proceed based on the high quality of the agency submissions. Agencies pitched in mid-January.
On the creative side, Leo Burnett, Publicis Mojo, Droga5 and BWM are shortlisted. For media, the list includes incumbent ZenithOptimedia, OMD and MediaCom.
Qantas has told agencies a decision could be delayed until early March although it still wants to start as originally proposed with the new agency roster in April. The first work would be ready after the London Olympics.
“Some really smart people have killed themselves for this pitch,” said one observer. “There are probably some changes happening to the original tender brief. From a procurement viewpoint, it makes it more complex.”
This article first appeared in the 10 February 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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