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Everybody wins in ad deal

TELEVISION advertising accounts are bringing a bit of joy back to the WA advertising industry, and Marketforce in particular.

Channel Ten has moved its local advertising account back to Marketforce in WA and now WIN Television has announced the national advertising account will be managed by Marketforce out of Perth.

It’s a bold step under which Marketforce will develop advertising material for WIN television throughout regional Australia.

WIN Television WA general manager Ian McRae said the decision to move the account to Marketforce was made as a result of the work Marketforce completed for WIN in WA.

“I think Perth should be on a level playing field, the time difference is something we work around every day,” Mr McRae said.

“Obviously it’s a significant account … there will be some major project work from time to time but that hasn’t been worked out yet.”

Marketforce group managing director John Driscoll said the agency had demonstrated a good understanding of the regional demographic.

“Unlike a lot of public companies and government, in this case there’s an owner who’s one of television’s personalities. And he said I like their work, they can handle the work nationally,” Mr Driscoll said.

“There was no pitch, no tender. We didn’t even know we were in consideration.

“It’s a great creative opportunity … they do a fair amount of local advertising.”

WIN Television chief executive officer John Rushton said the account move to Perth came about as a result of WIN’s move into the WA market.

“We engaged Marketforce to look after our requirements in the west and we’ve been extremely impressed,” he said.

“I don’t think it matters if you’re on the east coast, the

west coast or in the middle.”

Mr Rushton was unable to discuss the size of the account as the details are currently under revision, including creative and strategic issues.

“We’ll work through all of that with Marketforce and they’ll also have some input into the look we have both on air and on television,” he said.

“You can’t forget, television is the most effective form of advertising.”

WIN television currently reaches an estimated audience of five million people in regional Australia, excluding the Northern Territory.

Regional television and regional audiences represent a very different market to the big metropolitan markets in the capital cities around Australia.

“We are much closer to our audience,” Mr Rushton said.

“It’s much more personal.

“In a regional environment, if you’re operating in Bunbury, you have to constantly make contact with the mayor, church leaders or the police chief, and it’s in our employer’s best interest because they’re part of that community.”

In regional communities, particularly in the more remote parts of WA, television is a vital source of information.

WIN has responded to this need by producing 21 localised news bulletins for different parts of regional and rural Australia.

“We produce more local news stories per day than anyone else … we put to air 21 half-hour news bulletins across the country,” Mr Rushton said.

In regional WA WIN is still the new kid on the block, fighting to generate a profile to match the Golden West Network.

GWN was established in 1967 as a result of the merging of all the original independent telecasters in WA.

The GWN signal is broadcast out of Bunbury and covers an area from Kununurra to Esperance.

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