EXCLUSIVE: Renowned New York-based digital agency R/GA is making a play for the Australian market, earning a spot on the shortlist in the digital pitch for Lion’s alcohol brands.
Industry speculation regarding R/GA’s intentions in Australia has intensified following the revelation it is fighting for Lion’s digital business alongside Amnesia Razorfish, The White Agency and SapientNitro.
AdNews understands R/GA’s punt for the business is likely being run out of its Singapore office, itself going through an expansion phase. Regional reports this week said the Singapore office is looking to significantly staff up and is on the hunt for a managing director and executive creative director.
Rumours are swirling that if R/GA is successful in the Lion pitch, the account will be an Australian outpost’s foundation client and could see the return of chief creative officer Nick Law to our shores.
R/GA’s plans for the Australian market have been the subject of chatter in the digital agency landscape for months. Scuttlebutt had it the agency was part of the Qantas digital pitch early on, however the airline wouldn’t confirm or deny R/GA’s involvement. Law was in Sydney during the Qantas pitch presentations, according to his Twitter updates at the time.
The famed digital agency is part of the Interpublic Group and is well regarded for its innovative work. Last year, it won the Cannes Lions Grand Prix in the highly contested Cyber category for its ‘Pay With A Tweet’ campaign. Its clients include Unilever, Nike, Verizon and MasterCard.
If R/GA opens its doors locally, it will be the third high-profile international digital agency to land in Australia in the past few months. London outfits LBi and AnalogFolk have both established footholds in Sydney recently.
Two months ago, Lion began a review of its digital account for its beer and wine brands, as revealed by AdNews. Incumbent agency Holler declined to take part in the pitch.
R/GA could not be reached at the time of writing while Lion declined to comment.
This article first appeared in the 18 May 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
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