One of Western Australia’s key advertising accounts has changed hands for the first time in three decades, assisted by several executives at the selected agency having existing relationships with the client. After 30 years, Marketforce lost the Lotterywe
One of Western Australia’s key advertising accounts has changed hands for the first time in three decades, assisted by several executives at the selected agency having existing relationships with the client.
After 30 years, Marketforce lost the Lotterywest account last week after it was awarded to a collection of four media and communications partners.
Lotterywest said it decided to use a modular approach for the management of communications and media services, with Meerkats responsible for creative and production services, commencing in November.
Lotterywest's latest annual report, tabled in parliament last week, indicated that in the 2009/10 financial year, Marketforce received $3.6 million for creative work, with its media buying division Media Decisions garnering $7.8 million.
The 2009 annual report listed $3.8 million in expenditure with Marketforce and a further $8.2 million with Media Decisions for the financial year.
This annual average spend of more than $10 million will now be split among a number of players including Meerkats.
The online and interactive production services will be handled by Longtail Communications, while Spirit Visual Communications will be responsible for design and corporate printing services.
Mitchell and Partners was awarded media/channel-planning services.
Meerkats managing director Gavin Bain, who was previously employed by Marketforce alongside Meerkats founding partners Ronnie Duncan and Mike Edmonds between 2000 and 2002, said this experience and existing relationships with Lotterywest translated into a “reasonable understanding” of the client’s brand.
“Philosophically, what Meerkats stands for and what Lotterywest does in the community is closely aligned,” Mr Bain said.
“Our premise or proposition is helping our clients gain a greater share of the future, and Lotterywest is totally aligned to what we want to do in that regard, so it was a real natural fit.”
Despite the inherent value of the account, Mr Bain said there were other motivating factors.
“What we look at is brands that are looking to achieve above and beyond any profit imperatives,” he explained.
“It’s as much a philosophical fit as the size of the account.”
Mr Bain highlighted that many of Meerkat’s three-year business objectives had been achieved in 11 months with “no other new business on the horizon”.
“Two of the brands we were looking forward to working with were Ikea and Lotterywest, and achieving both of those quickly was a great result,” he said.
Meanwhile The Brand Agency has received two Outdoor Awards for WA Drug and Alcohol Office’s Drug Driving campaign, which turned the Northbridge Piazza big screen into an interactive CCTV screen.
Brand also got two separate awards, one from the Australian Marketing Institute (AMI) Awards for Marketing Excellence and a “gold effie” at the national advertising effectiveness awards, for creating ‘The Box’, Curtin University’s online tool for helping Year 12 high school students.
