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AdNews wraps up the biggest pitch news and wins.
Droga5 ANZ has been appointed creative agency for Woolworths across Australia and New Zealand, taking over from M+C Saatchi's Greenhouse Collective which had the account since 2017.
TBWA\Sydney continues as creative agency for Everyday Rewards and Big W stays with 72andSunny.
"Following a competitive pitch process, we're pleased to announce that Droga5 has been selected as the new lead creative partner for Woolworths in Australia and New Zealand," said Woolworths chief marketing officer Sean Barrett.
Howatson+Company has been appointed creative agency of record for Dulux Australia, adding to a suite of the brand’s accounts already serviced by the agency.
The full-service independent agency’s remit spans strategy, creative and production.
The appointment builds on Howatson+Company's existing partnership with DuluxGroup, including work for Selleys, Yates and Seasol International.
Chris Howatson, the founder of Howatson+Company, when he was at Clemenger, worked on the Duluix account. Clemenger BBDO is the incumbent.
Independent strategic creative agency Momentum has been appointed by Optus following a competitive pitch, securing a multi-year agreement to deliver activations across the telco’s national retail network including major product launches.
The win adds to Momentum's existing client portfolio, which includes SAP, Endeavour Group, Heineken, Lion and American Express.
Jen Peace, managing director at Momentum, said the appointment was a step-change for the business.
"We're incredibly proud to partner with Optus at a time when retail is being reimagined as an experience-led channel," she said.
EssenceMediacom retains Uber APAC account
EssenceMediacom has retained Uber's Asia-Pacific media account after a competitive regional pitch.
The agency has handled Uber's media business across the region since 2017 and will continue to lead the account from Australia across Australia and New Zealand, Hong Kong, India, Japan, South Korea and Taiwan.
The retention means Asia-Pacific remains the only Uber region not handled by OMG globally.
Maddison Keogh will continue to lead the business as client managing partner.
EssenceMediacom's CEO Pippa Berlocher said the partnership had expanded across a range of markets.
UM wins Mark Anthony brands pitch
UM has been appointed global media agency of record for alcoholic beverage company Mark Anthony Brands International, following a competitive review.
UM will handle global media strategy, planning and buying, analytics and measurement, growth frameworks, cross-market governance and global-to-local coordination for Mark Anthony's international business.
The review was managed by MediaSense, began in March and included both holding companies and independent agencies.
UM already works with Mark Anthony in Australia and Canada and the expanded remit adds the US and UK, covering the company's portfolio of ready-to-drink brands.
Avenue C wins Maurice Blackburn account
Avenue C has been appointed media partner to personal injury, class actions and social justice law firm Maurice Blackburn, covering strategy, planning and activation across all paid media channels, AdNews can reveal.
The independent agency replaces incumbent Match & Wood, which won the account in 2024.
Avenue C managing partner Will Chapman said the pitch showed Maurice Blackburn's marketing team had both commercial clarity and genuine purpose.
"That combination is rare and was exactly the thing that made us incredibly excited about partnering with the Maurice Blackburn team,” Chapman said.
“We already have exciting planning underway and are looking forward to making a contribution for the many Australians searching for legal support.”
Thinkerbell wins Endeavour Group creative
Endeavour Group has appointed Thinkerbell its lead brand strategy and creative partner, following a recent review of its creative agency model.
The incumbent was BMF, who parted ways with the agency in May.
Thinkerbell had previously worked with Endeavour Group in 2024, alongside M+C Saatchi, before it re-pitched creative.
"We are thrilled to appoint Thinkerbell to lead brand strategy and creative work for Dan Murphy’s and BWS," said Endeavour group’s chief customer officer Catriona Larritt.
Transport NSW appoints alt/shift/ Sydney to client roster
Alt/shift/ has been appointed for an upcoming Transport for NSW public education campaign, following a competitive pitch process.
The NSW Government joins alt/shift/ Sydney’s client roster, including VicHealth, TAC, the Victorian Department of Education, the Victorian Department of Health, Tourism & Events Queensland, and Brisbane's Cross River Rail project.
"It's an honour to be working with Transport for NSW on such an important road safety initiative,” said alt/shift/ Sydney managing director Katie Raleigh.
“Nationally, alt/shift/ boasts extensive road safety experience and we're pleased to extend that specialist knowledge into NSW.
This is Flow wins Charles Sturt University pitch
This is Flow has won the paid media strategy, planning and buying business for Charles Sturt University, following a competitive tender.
The independent agency takes over the account from incumbent Merkle.
The university has campuses across regional New South Wales, plus Canberra and Parramatta, and delivers courses through three faculties: Arts and Education; Business, Justice and Behavioural Sciences; and Science and Health.
This is Flow CEO Jimmy Hyett said the agency's skill set aligned with CSU's strategic brief and business ambitions.
Think HQ wins Y Australia pitch
Y Australia, formerly YMCA Australia, has appointed Think HQ to create its first unified national brand platform following a competitive four-agency pitch.
The platform will bring together 12 member associations and a diverse range of services under a single strategic brand proposition, with the first national creative campaign launching in 2026. The appointment follows Y Australia's 175th anniversary.
Alexandra Ash, CEO of Y Australia, said Think HQ's strategic approach and understanding of the brand's purpose and the communities it served were key factors in the decision.
"Their strategic thinking reflected the complexity of our audience while identifying a clear and compelling creative direction for the future of our brand," she said.
Optimise Media retains ZEEKR account
Optimise Media has retained the media account for electric vehicle (EV) brand ZEEKR account in Australia after a competitive pitch.
The agency continue to manage media strategy, planning and buying.
Optimise Media CEO Chris Barron said the agency was proud of its continued partnership with ZEEKR.
"We are proud to extend our work with ZEEKR," Barron said.
"They are a dream client to work with, always empowering us to be bold in our strategy and approach, to ensure we are always making big plays, and continuing to accelerate the extraordinary growth of this great brand."
Gladstone Council seeks agencies for creative and marketing panel
Gladstone Regional Council is looking for agencies and specialist suppliers to join a new panel covering creative, digital, multimedia, marketing and print services, AdNews can reveal.
The council is establishing a Register of Pre-Qualified Suppliers to support communications across several services.
Rather than appointing a single full-service agency, the council wants suppliers to tender for individual service categories, opening the opportunity to specialist agencies and independent providers.
The work spans marketing and communications strategy, campaign planning, advertising placement, graphic design, photography, video production, animation, digital content, print production, signage and promotional materials.
The successful suppliers will support the council's in-house Brand and Communications team on project work and specialist services.
Dig wins Inspirations Paint pitch
Independent Dig has been awarded the Inspirations Paint account, the largest national paint retailer owned by the Dulux group, following a competitive pitch process.
Dig will take on the brand's full strategic and creative remit, leading the development of a new customer value proposition (CVP).
Dig will also create a new creative platform for the brand
"This is a great opportunity to work with a paint retail specialist that has deep expertise and a genuine focus on customer experience,” said Lisa Ramsey, managing director of Dig.
“We're looking forward to bringing fresh strategic and creative thinking to a brand with such a strong foundation."
Industry services group Dairy Australia has appointed Nunn Media agency of record following a competitive pitch.
The incumbent was Hatched.
“We periodically review our agency partnerships to ensure they continue to align with Dairy Australia’s strategic priorities and deliver the best value for our levy payers,” said Glenys Zucco, head of marketing for Dairy Australia.
“Following a competitive tender process, Nunn Media was appointed as our media agency based on the strength of its strategic response, audience-led planning and collaborative approach.
“We sincerely appreciate Hatched's partnership and contribution over the past several years. The team has been a valued partner in the delivery of our marketing program, and we are grateful for the commitment, expertise and support they have brought to the relationship.
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