SYDNEY: Smart has picked up the $2.5m STA Travel advertising account as the Melbourne agencyÕs newly launched Sydney office continues on an aggressive new business hunt.This is the first time STA Travel has appointed an agency, having previously used agencies on a project basis. ÒOur key aim in this pitch process was to create a partnership with an agency with a demonstrated understanding of and insight into our key youth target market,Ó said STA national marketing manager Jane Ballantyne.The account will be handled out of Melbourne and Sydney, according to Smart managing partner Ben Lilley, as will all the agencyÕs clients. ÒThe business model weÕd like to continue with is using both Melbourne and Sydney resources to service all our clients, as well as work with contractors to bring together the best creative and production resources nationally depending on the needs of the client,Ó said Lilley.The Sydney office opened its doors last month following the $3m MGM Studios win and Smart will launch its first campaign, including a TVC, on Sunday (15 February). Lilley said Smart is currently seeking clients in the youth, automotive, FMCG and fashion categories. ÒWeÕre going to be on the hunt for medium-sized accounts that can benefit from a more youthful approach,Ó said Lilley. ÒI find it amazing the number of youth brands that are with big agencies in the Sydney market at the moment being atrociously neglected. We have a good grasp and understanding of the youth market and our creative style lends itself well to it.Ó
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