Austar has appointed Sydney ad agency Lavender to its direct marketing account as the regional pay-TV operator looks to boost subscriber numbers following increased competition from free-to-air multichannels.
Lavender nabbed the account following a pitch against three other agencies including Austar’s incumbent of nine years, Rapp Sydney.
The agency has been tasked with ?driving growth for Austar, which posted ?a 3% increase year-on-year in subscriber numbers in 2010 to total 764,219, a net gain of 22,572.
Lavender will be responsible for direct marketing, electronic direct marketing, press ads for Austar’s custom magazine and other collateral.
Austar group director, product, sales and marketing Nikki Warburton, said: “Lavender’s passion, strategic insights and creativity will make them the perfect partner.
“We’ve had a very long and successful relationship with Rapp Sydney and I want to thank them for their commitment and loyalty to the partnership which has ?lasted for over nine years and resulted in many award-winning and highly effective campaigns for Austar.”
Lavender will assign six people to work on the account, a combination of existing staff and new hires.
The first creative work from the agency is expected in April, at the same time the agency officially takes reins on the account.
Lavender managing director Rebecca James said the win came at an interesting time for the TV industry. “We’re looking forward to partnering with Austar in the next phase of its growth.”
The appointment comes as Austar confirmed buyout discussions had taken place between its largest shareholder ??Liberty Global and pay TV rival Foxtel.
Austar’s lead creative agency is Three Drunk Monkeys while media buying is handled by Foundation.
Wenlei Ma
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