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AdNews wraps up the biggest pitch news and wins from across the industry.
Tourism Australia’s media account out to pitch
Tourism Australia, with a reported campaign budget of about $130 million, has opened a tender for media services over the next five years.
The tender will be run in two stages. The first will focus on agency capabilities and will run between September 2025 and December 2025. The second stage, from January 2026 and April 2026, will focus more closely on strategic capabilities and operational structure with shortlisted agencies.
Publicis takes ALDI media account
Publicis Groupe has been appointed global media agency for ALDI.
The supermarket group spends more than $900 million year on advertising.
ALDI confirmed to AdNews that Publicis has been appointed “first joint media partner” start January 1, 2026.
The agency will manage media investments across all seven ALDI Nord markets as well as all eleven ALDI SOUTH markets.
OMD wins Freedom media account
OMD has been appointed media agency of record for Freedom Australia, AdNews revealed.
The account will be handled by OMD Sydney, covering media strategy, planning and investment across all offline channels in both Australia and New Zealand.
OMD Australia co-CEO Laura Nice described the furniture and homewares retailer as “a master of their craft”.
The appointment is effective immediately.
VML and WPP Media win UWA pitch
The University of Western Australia has appointed VML Perth as its creative agency and WPP Media as its media agency following a competitive tender supported by Trinity P3.
UWA’s chief marketing officer Haylee Felton thanked incumbent The Brand Agency for its strong contribution and long-standing partnership.
Felton said VML Perth and WPP Media stood out for exceptional quality of thinking, creative energy, spirit of collaboration – local WA teams powered by global expertise.
WPP Media’s Peter Vogel said partnering with UWA alongside VML, allowed them to bring media, data and technology expertise together with bold creative ideas to amplify their story of academic excellence and innovation, reaching new students and shaping future leaders.
Havas Media and Havas Red have been named agencies of record for telco brands Tangerine and More as they roll out brand and partnership campaigns.
Tangerine launched in 2014 and offers nbn and mobile plans, positioning itself as a challenger in the Australian telco market.
The agencies will handle earned media, content production, strategic partnerships, brand communications, social and digital and sponsorship amplification.
Tangerine will strengthen its Australian sports partnerships in 2025, including as official internet partner of the National Basketball League and sponsor of the Melbourne Renegades men’s and women’s teams.
Denstu wins Shine Justice pitch
Dentsu Queensland has been appointed media agency of record for Shine Justice following a competitive pitch.
The agency will lead media strategy, planning and buying for the law firm group in collaboration with Shine's in-house marketing teams.
Shine Justice encompasses the Shine Lawyers brand across Australia and New Zealand, as well as subsidiaries including Stephen Browne Lawyers in Western Australia.
The appointment builds on dentsu Queensland's momentum in 2025, following successful retention of The Lottery Corporation in May.
Kaimera wins Comfort Group mattress launch
The Comfort Group has appointed independent Kaimera media partner for the launch of the SleepMaker's Smart Suspension Technology (SST) mattress range.
Kaimera will handle the integrated campaign for the range, which combines SmartCell foam and precision-engineered springs to eliminate partner disturbance and enhance airflow.
The agency will deliver strategy, media planning, buying and optimisation across all channels in Australia.
Felicity Turner, general manager marketing at the Comfort Group, chose Kaimera for its strategic approach and premium brand experience.
Co.gency wins Racing Queensland pitch
Independent media agency Co.gency has been appointed to manage Racing Queensland's media account following a competitive tender.
The Brisbane-based agency will handle media strategy, planning and buying. The tender included competition from several local and national agencies.
Co.gency's appointment is effective immediately and the agency will work to drive engagement and growth across Queensland's thoroughbred, harness and greyhound racing codes.
Creative agency VML has been appointed agency of record (AOR) for Kubota in Australia and New Zealand, following a competitive pitch.
VML will oversee all marketing activity for the Japan based farm machinery group, including brand, sponsorship, retail and local area marketing.
The incumbent was Hindsight Creative, and previously Redhanded, part of Clemenger Group.
HERO wins Commonwealth Super pitch
The Commonwealth Superannuation Corporation (CSC), with its 750,000 plus customers, has appointed HERO its creative agency following a national pitch process.
HERO has been tasked with bringing the fund’s new brand strategy to life through a distinct communications platform and long-term creative direction.
The win for HERO adds to recent client appointments including the NSW Rural Fire Service.
Matthew Wong, senior manager, brand, marketing, communications & digital engagement at Commonwealth Superannuation Corporation, said HERO impressed with its audience insight, strategic thinking and creative approach.
Hatched wins Key Pharmaceuticals pitch
Hatched has been appointed by Key Pharmaceuticals as its full-service agency following a competitive pitch.
The appointment covers strategy, planning and buying, with the independent media agency to manage brand and retail campaigns across the full customer journey for Key’s consumer health products.
The company’s portfolio includes Blistex, TravaCalm and Ostevit-D.
Hatched opened its Sydney office three years ago and has a local client list that includes The GPT Group, Jack Links, Who Gives a Crap, Swaggle and Klook.
Special wins Honda's automotive division
Honda has appointed Special Australia to lead its creative on the automotive division.
Howatson+Co was the incumbent for creative and media and will continue to focus on marine, motorcycles and power equipment.
Honda joins Special's client list including Bonds, Mutti, Kitchen Warehouse, Uber Taxi and more.
The client win also comes after an appointment of new Melbourne creative directors, Zoë Hawkins and Russel Fox.
UK's Hybrid News wins CQUniversity pitch
CQUniversity has appointed Hybrid News Limited to handle its international media strategy, following a competitive pitch process, AdNews revealed.
As reported by AdNews earlier this month, the university was seeking a media agency partner to support its offshore marketing efforts, targeting prospective students across key international markets.
Hybrid News Limited will be responsible for offshore media planning and buying, with a remit to help drive student acquisition and increase brand visibility abroad.
Financial details of the appointment were not disclosed.
Attention Experts appointed digital agency for Melbourne Victory
Melbourne Victory has named Attention Experts as its digital marketing partner ahead of the 2025/26 A-League season.
The agency will lead the club’s digital transformation, with a focus on membership, ticketing and community engagement.
The strategy will centre on performance marketing, audience segmentation and ROI tracking.
The campaign begins immediately, with membership advertising aligned to the fixture release. A ticketing push is due to start at the end of September.
HBF has appointed Starcom Australia lead media agency following a competitive pitch which ended a five-year relationship with UM.
The appointment supports the health fund's national strategy launched in July, which aims to significantly expand its membership base beyond its traditional Western Australian stronghold.
Starcom Australia will handle media strategy, planning and buying across brand, performance, traditional and digital channels, supported by data analytics. The agency will work to accelerate HBF's national expansion plans in an increasingly competitive health insurance market.
The appointment follows a rigorous tender process designed to identify a media partner capable of delivering measurable outcomes in what HBF describes as a dynamic media landscape.
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