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TEN turns to local ad expertise

AN increase in Australian productions and the broadcasting rights for the AFL in 2002 have driven the seven figure Network Ten Perth advertising budget back to a local agency.

Previously serviced by Clemengers in Sydney, Marketforce will now look after the media buy, considerable strategic work and a small creative element for Network Ten Perth.

“Clemengers were able to get a better media buy as part of a national deal, now we’ve given a local agency the chance to drive the account in Perth,” Network Ten Perth general manager Kel Robards said.

Network Ten Perth chose Marketforce based on its strength in media buying and strategic planning.

Major creative work for Channel Ten is developed in-house including all radio material Mr Robards said.

Marketforce chairman Howard Read said Network Ten Perth had engaged Marketforce to work on a number of strategic areas for the Perth market.

“We’ll be engaged in a number of projects for Channel Ten working on strategic areas and one high-profile project,” Mr Read said.

In what’s shaping up to be a lean year in advertising, the “substantial” Network Ten Perth account is a lucrative win for the agency.

Network Ten Perth claims Marketforce’s knowledge of the local market will be an invaluable asset for the AFL in 2002.

The advertising industry in WA has lost a large number of accounts to the eastern states as national corporations concentrated their marketing activity with one agency.

However, Network Ten’s decision to move the Network Ten Perth account back to a local agency suggests local expertise is still crucial to the success of a national network.

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