Tourism Australia drops M&C Saatchi

by Staff Brand Republic 08-May-08, 14:50

LONDON - Tourism Australia has decided to end its relationship with M&C Saatchi, selecting DDB Worldwide and Saatchi & Saatchi to fight it out for its global creative account.

M&C Saatchi, which was behind the controversial "So where the bloody hell are you?" ad campaign, was knocked out together with Publicis Mojo, Singleton Ogilvy & Mather and Whybin TBWA.

Clemenger BBDO pulled out of the pitch more than a week before the final shortlist was announced following a review of its own resource allocation priorities.

Geoff Buckley, managing director of Tourism Australia, said: "We recognise M&C Saatchi's contribution, both creatively and as strategic partners, in taking the international marketing of Australia into a new and exciting era.

"Our strategy of delivering an authentic invitation to our target audience to visit the country is powerful and effective and it will continue to under-pin creative execution in the future."

The final round of assessment of the remaining two agencies will include presentations in Australia and meetings in Tourism Australia's key regional offices in London, Los Angeles, Tokyo, Hong Kong, Singapore and China.

Following that process the board of Tourism Australia will make a recommendation to the Minister for Tourism, Martin Ferguson MP, for his consideration.