DMB&B snatches 20m global Australian tourism

D’Arcy Masius Benton & Bowles has won the Australian Tourist Commission’s 20m global advertising account, after an exhaustive review spanning five countries.

D’Arcy Masius Benton & Bowles has won the Australian Tourist Commission’s 20m global advertising account, after an exhaustive review spanning five countries.

DMB&B beat other roster agencies McCann-Erickson and J Walter Thompson, and newcomer Young & Rubicam in the final battle for the consolidated business.

Before the statutory review, the ATC account was split across four regions and handled by three agencies. DMB&B looked after the US and Europe, McCann handled Japan and J Walter Thompson was responsible for the rest of Asia.

Jon Hutchison, ATC manag ing director, says: “By consolidating our accounts with DMB&B, we can meet the changing worldwide environment, create global synergies and make significant cost savings.”

The ATC’s review stretched over six months and involved 24 presentations from agencies in five countries. Key regional offices will be London, for the European business, Los Angeles and Hong Kong. The successful agency had to have a strong presence in Sydney, where global campaigns will be created.

Andrew Richards, ATC regional director, Europe, says: “With the Olympics in 2000 and the growth in key markets, we are enthusiastic about the opportunities that can be developed with DMB&B in further strengthening ‘Brand Australia’.”

John Farrell, DMB&B group chairman, says: “This was one of the most extensive and thorough pitches I have been involved with. Our work was a real team effort within the UK group and worldwide.”

DMB&B won its place on the ATC roster in 1991. Earlier this year it unveiled a campaign to attract holidaymakers, with the endline: “The sooner you go, the longer the memories.”

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