DDB emerges from running Tourism Australia with credit, now let’s see what Clems can do
There will be some glum faces at DDB today.
The loss of Tourism Australia will hit hard.
And it will probably be of little comfort that the dollars are staying within the Omnicom family, with the account moving to Clemenger BBDO.
Two points occur. First, DDB did a pretty good job. Second, this feels like the missing piece for Clems Sydney.
What I would love to see is an agency brave enough and honest enough to tackle the issue strategically. And the client (TA) recognising what the real issues are rather than just doing more of the same beautiful slo-mos over beaches and landmarks. I’m not saying there isnt room for this, but if consumer influence is driven more by word of mouth and positive experiences (as the marketing text books tell us), then perhaps addressing behavioural changes to first line staff at airports, etc, and improving the first impression experience when weary travellers arrive here would be a start. But that probably isn’t as interesting or financially rewarding work is it?
To the point of tackling things strategically, will TA use this as an opportunity to finally recognise the folly of a global campaign? Probably not. But look at the diversity of Australia, and the different experiences that travellers from different countries gravitate to, and its not hard to see why presenting Oz in the UK the same way you would in China is nonsense.