We had planes and automobiles abound in October’s new business winners, though sadly no trains, with some sizeable accounts changing hands.
It was a month rich with client moves—with B&T recording 34 different agencies winning accounts of various sizes over the month’s 31 days.
Australia’s creative agencies had an impressive time. Akcelo, Tightknit, and Jnr. can all consider themselves unfortunate to miss out on the podiums this month after winning Queensland’s Airports, a large slice of the Stockland account and Pizza Hut, respectively.
Other wins included The Hallway’s snaring of the Webjet creative account, with Spike Digital being appointed to the digital portion and Nunn Media winning its media work. The aptly named Liquid Ideas won a suite of Alcohol clients, while Social Soup won a portion of the Treasury Wines Estate account.
The nation’s media agencies were not to be outdone, however. Assembled Media had two wins: Penfolds and new used golf equipment platform Go Golfer. Hatched, meanwhile, won Yellow Tail’s media.
The Media Store won the media for rideshare facilitation form Splend. UM also won the sizeable Village Roadshow account, Oodle won R.M. Williams and TRP won Dineamics.
But let’s head to the podiums.
Creative Agencies
Bronze – Droga5
Accenture Song’s Droga5 kicked off the month by winning the creative account for Transport for New South Wales’ Road and Maritime Safety portfolio.
The agency’s main focus will be on developing overarching behaviour change campaigns and comms to nix drink driving, speeding, enforcement driver fatigue and maritime safety, among other motorised scourges. Creative work is already underway for an upcoming motorcycle safety campaign.
“We are delighted to partner with Transport for NSW, it is important work that can change behaviours and make a real difference in people’s lives. We look forward to working closely with Transport for NSW to create effective and impactful work that improves the safety of NSW,” said Matt Michael, Droga5 ANZ CEO & Accenture Song ANZ marketing practice lead.
Silver – TBWA
Kimberlee Wells and her charges at TBWA might consider themselves a bit unlucky to miss out on the top spot of the podium in this outing after winning insurer ahm’s creative account from Droga5.
According to a release, the appointment marks a “strategic reset” for the brand as it evolves to meet customer needs across a broader suite of insurance products, including health, travel, pet, life, income, car and home insurance.
TBWA said in a release it was chosen for its distinctive creative, strategic leadership powered by data, and a modern, integrated offering that includes social and PR. It added the team also brought a Gen Z creative lens.
“They bring bold thinking, strategic depth and a challenger mindset that aligns perfectly with our ambitions,” said ahm’s head of marketing, Samantha McLeod of TBWA.
“This appointment signals exciting things to come in ahm’s brand and communications strategy. TBWA will help shape the next chapter with creativity, strategic thinking and a challenger spirit.
Gold – DDB
Topping the pile this month is DDB, which won the creative account for Victoria’s Traffic Accident Commission (TAC) from fellow Omnicom shop Clemenger BBDO.
In fact, the pitch for the account consisted of both Omnicom agencies, plus fellow Omnicom-er TBWA and WPP’s Ogilvy. Indie Akcelo would also extend its MotoGP-focused work with the TAC in October. Thinkerbell has also been doing some work for the TAC, too.
The TAC creative review was something of an epic, to say the least. It kicked off in October 2024 and received a “high volume of expressions of interest”.
“The TAC is known for producing powerful marketing campaigns that drive meaningful action and support improved road safety outcomes. We look forward to taking these to the next level with DDB to shift mindsets, shape a culture grounded in road safety, and inspire lasting behavioural change in the interests of keeping everyone who travels on Victorian roads safe, ultimately to reduce lives lost and serious injuries on our roads,” said TAC head of community, Jacqui Sampson.
Of course, with reports doing the rounds (and with multiple sources telling B&T that they’re correct) that the DDB brand is set to be retired, perhaps the TAC will end up with another Omnicom agency after all.
Media Agencies
Bronze – Havas Media
Havas Media took flight with a sizeable global win: airline Emirates. The account has annual billings of AU$190.5 million and it was previously handled by IPG Mediabrands and led out of its UM London office.
All six holding companies were invited to pitch with the final three down to IPG Mediabrands, WPP Media and Havas Media.
Although not the largest account globally in terms of media billings, Emirates is one of the largest sponsors of premier sports, including major football clubs Real Madrid, Arsenal and Arsenal, the Emirates FA cup, the NBA, Rugby World Cup, all four tennis Grand Slams, sailing, horse racing, cycling and more.
Silver – Initiative
Initiative had a busy October, winning the media accounts for HelloFresh Group across ANZ, as well as 12 further global markets, and Ear Science Institute Australia both following competitive pitches.
Initiative Australia CEO Jo McAlister welcomed HelloFresh to the fold: “They are incredible brands with a clear ambition of growth and deep understanding of today’s consumer, which perfectly aligns with Initiative’s culture of dynamic, data-driven creativity”.
McAlister said the global collaboration is a milestone for the agency’s network. “The global partnership is a testament to the strength of our network, and we’re excited to bring it to life here in Australia with work that drives growth, connection and real business outcomes. Bon appétit to our new partnership, our team can’t wait to get started”.
Meanwhile, over on the Ear Science side of things, Initiative’s remit includes full media strategy, planning and buying across Western Australia and New South Wales. The account will be managed out of Initiative’s Perth office. Ear Science has tasked Initiative with driving greater awareness and consideration of its clinics, research institute and programs and educational offerings.
“We were inspired by Initiative’s commitment to using the power of media to make a measurable difference in people’s lives and we can’t wait to kick off our partnership,” said Christina Blake, head of brand and development at Ear Science Institute Australia.
Gold – IPG
Yes, IPG is not an agency. Yes, this win covers more than just media but it had to sit somewhere so we’ve chosen here.
At the start of October Bayer consolidated all its consumer health marketing activities with IPG, charging the holdco’s agencies to handle global creative, production and media duties. This includes brands such as Aspirin, Berocca, Canesten, Claritin, Dr. Scholl’s and personal favourite of the permanently heart-burned B&T editorial team: Rennie.
Previously, the German pharmaceutical giant has worked with multiple agencies on creative, including MullenLowe and BBDO, and for WPP Media’s EssenceMediacom on media.
Bayer spends $720 million (A$1.09 billion) on media for its consumer health division each year, according to COMvergence.
“Our new agency model addresses two competing forces in today’s marketing landscape – the need for more connection and individuality alongside greater efficiency and automation,’ said Bayer chief marketing and scientific officer David Evendon-Challis said.
“IPG understands how data, AI and creative must converge in this new era and came forward with a strong offering that brings together world class capabilities, innovative technologies, and creativity. We are excited for them to join with us on this journey and by the opportunity of what is possible when their planned combination with Omnicom is complete.”
Anathea Ruys, CEO of UM Australia, was similarly enthused:
“UM Australia is thrilled be part of the Interpublic team that Bayer has chosen as its global agency partner across creative, production, and media for the Consumer Health Division. We are honoured to be responsible for some of the world’s most trusted and well-known brands in self-care—and we can’t wait to get started.”
