The brands that count

BURSWOOD Resort Casino is part of The Brand Agency success story. The $5 million account was picked up by The Brand Agency last year following an aggressive pitch process.

Previously looked after by Marketforce and The Shorter Group, the casino and hotel complex has been relaunched following Brand’s win. In the process a new positioning line, ‘You Better Believe It’, has replaced ‘Where the Action Is’.

As part of its pitch for the Burswood business The Brand Agency sought expertise in Asia through its partnerships with a number of different agencies in the region.

The casino retains a strong brand in the WA market, according to the WA Business News survey.

It’s one of a number of major advertising accounts that has reviewed its creative advertising strategy following a pitch process. RAC was one client to develop a new advertising campaign after renewing its relationship with The Brand Agency.

With so many major clients under the one roof, The Brand Agency has declined to pitch on any new business before the start of the new financial year.

IN WA, health insurance and a small bear called Ted have achieved a massive public profile.

Despite the popularity of Ted, HBF’s new advertising campaign is pushing the bear into the background.

In 2001 HBF undertook an internal review of its advertising account, and it was at this stage that 303 decided to withdraw from any formal pitch. Following this shock decision, and a competitive pitch, Gatecrasher picked up the account’s advertising component. The push to leave little Ted behind raises interesting questions about advertising strategies and the way they fit in with a brand.

The advertising material that supports a brand requires constant attention and, in certain circumstances, revision.

When The Brand Agency was awarded the account, HBF marketing manager Lorna MacGregor had already hinted that Ted was on the way out.

IN a tough, competitive pitch, The Brand Agency held onto the lucrative $8 million Royal Automobile Club of WA advertising account.

The new advertising campaign for the State’s largest member club is focused on good service.

The positioning line, ‘A Claim Needn’t Be A Drama’, promises quick, efficient service for members when they make a claim. The television commercials featuring famous soliloquies are a light-hearted look at how inconvenient a breakdown can be.

The striking outdoor material uses dramatic 1950s-style movie images to support the dramatic theme.

The RAC account was just one of three clients on The Brand Agency’s client list to be reviewed last year. RAC general manager marketing and membership Mark White said only a handful of agencies in Perth were capable of servicing an account such as the RAC.


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