Clemenger Sydney has revealed its first work for Qantas since the agency won a project for the airline late last year.
AdNews understands the pitch for the campaign was between Clemenger Sydney and Qantas' current retail agency BWM Dentsu, which were appointed to its roster in 2015 alongside With Collective and The Monkeys.
Clemenger Sydney has experience in the airline category, having previously been the lead creative agency on Virgin Australia. Virgin shifted its creative account to DDB Sydney last year after seven years working with Clemenger. Clemenger's CHE Proximity remained on Virgin's roster, leading its loyalty business, Velocity.
AdNews understands that With Collective still works with Qantas on its Frequent Flyers account. The Monkeys, which work on brand and product, and BWM Dentsu will also continue to produce work for the airline.
The new creative approach follows a consolidation of Qantas' media account into OMD last year after a competitive pitch.
The new brand campaign, ‘No one travels like Australians and no one takes to the world like Qantas’, highlights how Australians' love of travel and showcases various destinations from around the world.
The 60-second TV commercial is set to Lisa Mitchell’s cover of Geoff Mack’s ‘I’ve Been Everywhere’.
The new campaign follows a shake-up of the Qantas executive team that saw Olivia Wirth shift from chief customer officer to lead the company’s loyalty business. Vanessa Hudson stepped up to replace Wirth. Its marketing team is still led by Steph Tully.
It's the first significant win for Clemenger since Nick Garrett's role was expanded, seeing him become CEO for both Sydney and Melbourne.
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