Transport account stays with The Brand

THE Brand Agency has extended its winning streak following the retention of its $500,000 Transport Licensing account with the Department of Infrastructure and Planning.

The win solidifies The Brand Agency’s strong position in the local advertising industry and demon-strates its ability to win, and retain, business in a tough market.

The Brand Agency account director Steve Harris said the Transport win proved the agency could live up to the service promises it makes as part of any business pitch.

“It’s worth in the vicinity of $1 million but a lot of the work is project driven,” he said.

“We’ve had the account for three years and this is the first revision.”

In a very tough advertising mar-ket, retaining accounts is as import-ant as winning new business.

The Brand Agency has faced reviews for RAC, Western Power and the Transport Licensing account during the past couple of months.

“For us this is really significant. Although winning new business is exciting, retaining accounts says that the client we’re working with is very happy,” Mr Harris said.

“They’ve looked at the evidence in the marketplace and decided they’d still like to stay with The Brand.”

The Transport account refers to marketing work for licensing issues within what is now the Department of Planning and Infrastructure.

The Brand Agency developed a campaign for the department’s personalised numberplates.

Aimed at a young male demo-graphic, the advertising material featured personalised ideas for plates customised to suit some very special cars.

It’s a lucrative revenue earner for the State Government and the press advertisements have obviously captured the imagination of some newspaper readers throughout WA.

The press ads were selected as the best advertisements in the Sunday Times in 2001.

The scope of the account may well blow out to include some new projects as part of the new Department of Infrastructure and Planning.

The account currently comprises significant work for the Department of Transport, however the main project for the Brand Agency will be retailing the licence plates.

The Department for Planning and Infrastructure public affairs manager Steve Worner said WA was somewhat unique in terms of the breadth of colours and designs available on number plates.

“What we typically find is clubs come to us for plates and on sell them for a profit as a fund raising tool,” Mr Worner said.

“In particular sporting clubs seem to be embracing the idea.”

The Department of Infrastructure and Planning sells about 13,000 a year and this revenue is directed back into projects like road safety.

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