BOWTELL Clarke and Yole have picked up the TAB advertising account following 303’s decision to end its association with the $2 million client ahead of its pitch for Burswood Resort Casino’s business.
Although the new budget is yet to be finalised, the TAB account is a significant win for BCY, which snatched the account from a shortlist that included – Core Marketing, AdLink JLS and JDA.
A new advertising agency also represents a new direction for the TAB, which is looking to shift the focus of the account, including a significant body of work below the line.
303 held the TAB account for six years until earlier this year, when the two parted ways in response to concerns of a conflict of interest should 303 be successful in its bid for the Burswood business.
TAB general manager sales and marketing Richard Burt said the appointment of a new marketing partner after six years would effect a shift in focus.
“We’ve moved away from a mainstream focus on media to a lot of below the line work,” he said.
“We were looking for a company that was prepared to roll its sleeves up.
“I think the appointment of BCY is a shift for the TAB because we’ve been with 303 for six years.”
The four short-listed agencies were asked to fulfil three formal criteria for the TAB account, including brand management, custo-mer management and how well they fit with the TAB.
“Bowtell Clarke and Yole were the best … I’d have to say BCY were the strongest in each category,” Mr Burt said.
Bowtell Clarke and Yole managing director David Owen said the TAB historically had been a significant account in the local market.
“We presented examples of work we’ve done … they showed a multi-faceted approach,” he said.
With rising media costs and a very soft advertising market, clients such as the TAB are looking for creative marketing solutions that extend beyond television, radio and press.
BCY has some lofty creative standards to maintain, with 303’s TAB Sportsbet television campaign picking up the best television campaign of the year at the Campaign Brief awards.
