Qantas near end of creative review

By AdNews | 3 December 2015

Qantas is nearing the end of a creative agency review as it looks for a mix of agencies to sit on its creative roster.

The airline confirmed to AdNews that it was “coming towards the end” of its review which is believed to have started close to a month ago.

“We have been reviewing our creative agency roster and we’re coming towards the end of this process,” a Qantas spokesperson said.

“We will always use a mix of agencies to suit the various needs of the business.”

Currently, Qantas works with a number of agencies including The Special Group, With Collective and Lawrence Creative; the latter of which was run by the late Neil Lawrence and produced the “Feels like Home” branding campaign.

It also previously worked with Droga5, which closed its doors earlier this year, although the only major piece of work it produced for the airline was a TV commercial featuring a replica of NASA's Mars rover.

It is thought that all Qantas' current agencies partners are all participating in the pitch.

Qantas appointed a new media agency this time last year, with OMD taking out incumbent ZenithOptimedia for the account, which it announced on 22 December.

According to Nielsen, Qantas' main media spend last year was $34.5 million, although it's thought about $15 million of this was Jetstar-related.

All contacted agencies declined to comment.

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