Carat carries off £51m global Tourism Australia media account

by Daniel Farey-Jones, Brand Republic 15-Jul-05, 11:00

LONDON - Aegis-owned Carat International has won Tourism Australia's global media planning and buying account, believed to be worth £51m, following a five-month pitch contested by 10 agencies.

The tourism body had previously handled media and creative on a regional basis, using eight different agencies, but is now to work only with Carat and M&C Saatchi. MediaCom and Grey were the UK incumbents.

The pitch team was led by Carat Australia CEO Richard Halmarick and Aegis's research and digital networks Synovate and Isobar were heavily involved.

Tourism Australia whittled the 10 agencies down to three after presentations in Australia, New Zealand, Hong Kong, which involved Aegis CEO Robert Lerwill, and London.

Carat International CEO Susannah Outfin said the win demonstrated the consistency of the Aegis network on an international basis.

M&C Saatchi saw off Saatchi & Saatchi and Clemenger BBDO to land Tourism Australia's £25m global advertising account.

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