Qantas has revealed the media and creative agencies set to pitch for its coveted global account, with M&C Saatchi losing its place on the main brand.
Qantas said it has "today concluded the first stage of its advertising agency review program and shortlisted a number of agencies for the second stage of the review".
The review includes creative, media, digital and sponsorship agencies. Under the creative stream, four agencies have progressed to stage two which includes Droga 5, Leo Burnett, Publicis Mojo and BWM.
In the media buy stream, OMD, ZenithOptimedia and MediaCom have been shortlisted. Qantas said additional agencies are still being considered for specialist roles as Qantas evaluates its new worldwide creative partnership model options. The digital shortlist will be finalised after the lead creative agency has been secured.
M&C Saatchi will continue to be the agency of record for Qantas Loyalty and continue to work with the airline on some new market development projects, but will no longer work on the main brand.
M&C Saatchi Sport & Entertainment will also continue to form part of the roster for the airline’s portfolio of sports, arts, entertainment, events and ambassador portfolio.
Ogilvy will also continue to support the airline on other key tactical and strategic projects.
Qantas Group Executive Manager Commercial, Rob Gurney, said: "We have been very impressed with the quality of the work, and it has been extremely challenging to narrow it down to the final short lists. We are also pleased to continue working with our incumbents on key streams of work given their experience on our business"
M&C Saatchi Worldwide chairman, Tom Dery said: "We have had a long and successful partnership with Qantas and we are delighted this will continue with Qantas Frequent Flyer and through the sponsorship management and activation."
Qantas said it is on track to conclude its new agency model and roster with the new incumbents to commence work by April 2012. Enth Degree will continue to help facilitate the process.
"The agency review will continue to focus on quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success," a statement issued by the airline said.
The above-the-line ad spend is worth an estimated $30 million locally, but including overseas markets, sponsorship and the airline's relationship with Tourism Australia, is worth considerably more.
Roster agencies M&C Saatchi, Ogilvy, Mojo, Wonder and media buying and planning agency, ZenithOptimedia, were all invited to re-pitch when agencies were put on alert at the end of September.
The pitch, which was exclusively reported by AdNews, marks the first Qantas review of the national carrier's global creative and media accounts in ten years.
The original intention was to compile a long list of agencies by the end of the October, but the strike and union fights have delayed the process.
A second stage is set to commence in the January to February period, when a shortlist of agencies will be determined. The final roster is expected to be announced towards the end of March.
The first activity from the new roster is planned for the post-London 2012 Olympics period.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day
Have something to say? Send us your comments using the form below or contact the writer at darrendavidson@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.