Qantas picks Droga5 in shoot-out with Mojo – digital duties to Amnesia Razorfish and R/GA

CB Exclusive – Campaign Brief believes Qantas has picked Droga5 Australia to look after its business after an almost one year pitch process.

Back in March Qantas shortlisted Droga5 and Publicis Mojo (includes Amnesia Razorfish) for the creative and digital part of its account from the original long list which included Leo Burnett and BWM – and according to one source, R/GA New York.

Calls to David Nobay (far left, with Dave Droga) went unanswered this morning to confirm the agency had won the business. However, a well-placed source says that is indeed the case and a formal announcement should be made later today.

Media, expected to also be announced later today, was a shootout between OMD and ZenithOptimedia.

After a disastrous start to the year – with the loss of the prestigious CUB business to Clemenger BBDO Melbourne – Droga5’s fortunes have changed for the better. In March the agency snared the giant Woolworths business in a two-way shootout with Ogilvy Sydney.

UPDATE. THE OFFICIAL ANNOUNCEMENT: Qantas today announced it had concluded its advertising agency review and appointed its new roster of agencies including Droga5 as the new lead creative agency.

    Droga5 Australia has been appointed as the lead creative planning agency globally. This will include strategic input from David Droga, Chairman and Founder of the agency and his team in New York.

    Zenith Optimedia will continue as the global media agency and will partner with Droga5 in key offshore markets to provide a global network of creative and media expertise.

    The review focused on the quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success.

    The new agency model will also see digital and experiential specialists working closely with the two lead agencies, Droga5 and Zenith Optimedia.

    Publicis Group’s Amnesia Razorfish will work in partnership with Zenith Optimedia on the digital media strategy and R/GA will be contracted for specialist digital projects.

    Publicis Mojo will continue to work as a strategic adviser and on a project basis.

    Qantas has also appointed Subnine to support key sports sponsorships and Play Communication will support a range of arts and entertainment properties.

    The new roster will commence in the new financial year. Qantas would like to thank Enth Degree for their independent facilitation and all those involved in the extensive pitch process.