The ongoing pitch for Tourism Australia’s media business is down to a shortlist of three, AdNews understands.
GroupM's Mindshare, IPG Mediabrands' UM and the incumbent, OMD, are in the final stages. Carat and one other agency were understood to have been in the presentation in recent weeks.
The short-listed agencies are expected to present to Tourism Australia’s major overseas markets, including the US, UK, South East Asia, China and India before the pitch is finalised and the agency appointed.
The account is worth $300m over the next five years. Currently 50-60% is invested in digital channels. Just last month Tourism Australia told AdNews it was making leaps and bounds in the latest stage in its digital transformation as the government agency reveals a data swap deal with Virgin Australia.
China is a major component of the brief, and it is understood to be a highly digital and technical brief, with a high level of digital and technology integration expected.
Tourism Australia is also specifying transparency and disclosure of all first party service costs and third party supplier costs.
The open tender is for a five-year contract to handle Tourism Australia's global media planning, buying and advertising. The statutory pitch, which is required under Government law, began in November ahead of OMD's current contract expiring on 30 June 2016.
At the time a spokesperson said: “OMD has been a fantastic partner since 2011 … The role of the media and the media agency is also evolving rapidly as both data and technology become essential components in effectively reaching today’s consumer. The changes the industry has seen over the last five years are enormous, particularly the move towards greater customisation and personalisation which have coincided with consumers continued adoption of digital.”
Tourism Australia and the agencies contacted by AdNews were unavailable to comment.
Tourism Australia is one of the largest accounts currently in market, alongside Coles. Both are keeping agencies busy. There is as yet no news on a shortlist for the Coles account. Presentations were made two weeks ago with all the major buying groups in the mix. UM is the incumbent on the business.
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