Four shortlisted for Tourism WA account
May 22 2009, 10:14 pm | | 36 Comments
Tourism Western Australia has short-listed four agencies for its advertising account: 303 Perth and Sydney shops BMF, Host and M&C Saatchi.
The four will be asked to present a breakthrough creative idea and provide commentary on Tourism WA’s new brand strategy during the next stage of the tender process.
Tourism WA expects to select a winner in July.
36 Comments
I can’t believe I voted for this government at the last election.
Good luck 303.
My entries (free to use them for 303):
“G’day from WA from Sydney”
“The west is the best (and the furthest)”
“Better west than the rest”
This is a disgrace. Bitching aside, we should all be doing whatever we can to make sure 303 wins this. This isn’t just a case of another (private) account going East, this is OUR government (potentially) deliberately taking OUR tax dollars outside the state at a time when the industry is really hurting (thanks in large part to the same government’s cutbacks).
This is a government that is meant to be promoting WA as a creative state – if they don’t believe in us then who the hell should.
How about Happy WA – another initiative from the west?
Just change the logo, the campaign and “talent” is ready to go.
Odds on favourite – HOST.
I see today B&T reports that Marketforce were omitted from the Tourism WA pitch. And AdNews reports that Marketforce missed the cut.
Yeah this isn’t about provincialism it is about how my bloody taxes are spent. This will knock onto effect to photographers, production companies, talent agencies, printers, etc, etc.
So much for the Lib’s being the small business party. Shame, Liz, Shame.
3.02’s right. If this account leaves the state then local business (and confidence) will be hit at the worst time ever. And will take some time to correct. Is this a reflection on local agencies or on local government management ability?
Whatever happened to WA Government commitment to securing work locally and supporting local business in its contracts and tenders? If ever there was a time for the AFA and PADC to show leadership and make their collective voices heard it’s now surely?
Shame Tourism WA or should that be Backstabbing Bureaucrats WA?
AFA and PADC should, collectively, take action over this. If there has ever been a chance for a unified front in this industry it has to be now. Or are we all going to bend over and take this one?
So when do we get a crack at an eastern states tourism account.
Never…yes, that what I thought. Still there’s always “City Farmers” to get your teeth into.
Anybody know when the LandCorp decision is made?
Anyone else notice this in the 2009 WA Budget? “The Budget also provides additional funding of $5.7million in 2009-10 for tourism marketing to ensure WA remains highly competitive as a tourist destination. This initiative will help to protect jobs with the tourism industry employing nearly 80,000 people across the State.”
Interesting comments.
My reaction was the same when I heard the news. However, is it possible that with a new agency/direction/potentially stronger campaign, the incremental tourism revenue generated for WA over the medium to longer term will more than offset the short-term impact on the local ad industry?
That being said, I recall reading on a previous thread that the current campaign was produced using vision the client commissioned itself – independently of Marketforce. And if that’s the case, one could argue MF hasn’t been given the strategic/creative opportunity to do anything interesting with the account in years.
Finally, I also recall reading that, as part of the tender/credentials criteria, an agency must have demonstrated local, national and international campaign experience. Not sure if 303 would be able to demonstrate international campaign experience? So perhaps it’s just making up the numbers as the ‘token’ WA shop on the shortlist to facilitate some political face saving, which would very disappointing to say the least.
Is it really that surprising considering 2 of the big guns didn’t pitch – Brand and MF?
Let’s not forget that one of the key decision makers involved was instrumental in shifting Bankwest to Host. As Paul pointed out, when you read the criteria and you look at what’s in the BMF arsenal for example I’m not sure that the local guns will be big enough. Let’s hope we’re all wrong.
Has anyone also noticed that the ‘removal of the 20% Local criteria when an interstate agency tenders’ is appearing to creep into all State Government tenders? How many of our larger government clients are going to be considering working with eastern states agencies?
303’s big advantage over the other local shops – and presumably why they are up there on the pitch list, is the fact that they have a Sydney shop with a top CD as well as their local Perth agency. Can’t see any of the east coast agencies being prepared to open up over here in this economic climate.
Surely the best result for local tax payers and local business operators is to end up with a campaign that works. Increase in bound visitors to WA.
Now whether that campaign ends up being created locally or externally, shouldn’t be the issue. It’s a great shortlist by the way. They are all pretty damn good shops.
303 are in for a tough battle but can arguable win it.
They no doubt will use their local credentials backed by their Sydney office.
9:01, So which of the non-WA-based shortlisted agencies are you working for? Fairly transparent attempt to steer the debate. Your implication that a Perth-based agency couldn’t deliver a campaign that works is insulting in the extreme. The two things (effectiveness and geography) have no correlation. Your comments betray concern that the views expressed here may have a chance on gaining traction and that would be very bad for 3 of the 4 finalists.
The State government has fundamental responsibility to put the economic interests of the state first. Gambling that taking money out of the creative industries here will somehow provide higher returns in the longer term is a ridiculous gamble to make in the present economy. What happens if this star-f***ing client just gets f***ed over East. Perhaps the eastern states agencies would be willing to guarantee the results? And how about TourismWA agrees to put $4mil+ into initiatives that support the local creative industries to the tune of the amount that they are taking out of the system. Surely they will be willing to do this if they believe that this strategy will work because otherwise all they are doing is moving my taxes interstate and, thank you very much 901, but I don’t work my fucking ass off to pay taxes to help Host or any other agency decorate their Surry Hills pad.
Paul, I think that the way in which the tender was written automatically precluded many Perth-based agencies from even considering it which in itself is ‘criminal’ for a government body have engineered it that way. Again you’re implication is that there is some correlation between going east and getting better results. Surely it is incumbent on the government authority to provide some empirical evidence of this otherwise everyone who works in the industry here is being given a large kick in the balls (or gender-neural equivalent) by our own government.
If TourismWA’s starting point had been to keep the account in WA, then perhaps they would have been more creative with looking possible solutions that would achieve what they need using the vast local talent available – and just perhaps that doesn’t reside in just a single agency.
Im a WA creative and if this account goes East im moving East for the exact same reasons (bigger ideas, budgets and better experience). Take that WA Govt..!
Maybe you can replace me by migrating an Eastern States tradesman over to this trailer-park you call a city.
This will be about as successful as the Commonwealth Bank going to a US agency.
10.08, I’ve had zero visibility around the process, other than what I have read. I just think it’s an interesting philisophical debate – i.e. whether or not the perceived need to retain a WA agency from a political/perception perspective (especially at a time like this) should compromise the client’s ability to deliver on its core objectives, if it believes this can be more effectively achieved by appointing an east coast agency.
However, I’m certainly not suggesting that by moving East they’re guaranteed success by default. In fact I acknowledged that, from what I’ve read, it would appear that Marketforce hasn’t been given an opportunity to showcase it’s strategic and creative capability on the business, because the client has been prescriptive around its approach to campaign implementation to date.
That being said, perhaps it’s not unreasonable to request to see demonstrated international campaign experience from a would-be agency, given that a portion of Tourism’s budget is spent overseas promoting the merits of international travel to WA. But should that be a mandatory requirement for a tender? Well, possibly not. I don’t know because I’m nowhere near close enough to it.
But, at the end of the day, I’m sure we all agree it’s a shame the local agency representation in the tender isn’t broader.
10.08, Actually not working for any of the non-WA-based agencies. Nice assumption, but totally wrong.
As I mentioned, I think 303 can win this one. Smart operators.
I believe the Eastern States shops will see ‘them’ as the biggest threat and the one to beat.
However, as I also said, wrong or right, the client has put together a pretty damn good shortlist.
Out of curiosity, and considering Marketforce I think decided not to pitch, who would be your shortlist to replace the creative credentials of BMF, Host and M&C Saatchi?
Tourism is one of the largest employers in this state. The state/federal govt is spending millions on a new port to facilitate business for another large employer – the mining industry. Surely it makes sense to make a larger investment to stimulate tourism. Maybe then Tourism WA would have an appropriate budget to achieve their aims. With the current budget, i think any NSW agency to win it will soon rue the day they got it… High maintenance, low profit client with buckleys chance of achieving what the client demands on a faint fart of a shoestring budget.
Who sits on the tourism board and are they being brought into this?
1.24. I’m guessing the decision will be based on effectiveness rather than creative credentials. Unless they just want to win a few meaningless industry awards.
4.05. Yes and no. Naturally I would imagine examples of case studies would have been asked for during round one. Not sure but it seems logical.
Who are you, what have you done and what were the results etc.
All the shortlisted agencies could certainly provide examples of effectiveness.
I’ve yet to come across an agency who can’t.
Now as to this second round, I think it will come down to who the client believes has the big idea and right fit in terms of chemistry. Profound huh?
Unless there is a post testing period before any decision is announced, which is often fraught with the potential for error, how can any decision be truly based on effectiveness of a campaign that hasn’t run?
Looking at the selection of agencies, personally I feel this whole process seems to be weighted towards creativity.
A brilliant, yet simple out-of-the-box idea might just do it.
Best job in the world stuff.
Whoever delivers the magic will get the thumbs up decision by the client.
Maybe.
Annoyed – 10.56
Hey I happen to work for City Farmers – we’ll soon be the only blue chip account left in the trailer-park.
2.14pm See 8.24pm’s comment above
303 should be pleased they are up against only east coast competition. Any other WA agency would have made this account their big, full service target and given 110% to win it. Over east, it will just be seen as one of many medium-sized bits of business, to be serviced alongside the high-profile, big budget accounts. I’m not saying the east coast agencies won’t be trying hard to win it (after they have scented personal glory from the QLD campaign), it’s just the passion that a WA pitch for a talisman WA account would have created among WA agencies won’t be there. Which is a shame.
7.52. Ooh was talisman your ‘Word of the day’ when you logged on this morning? maybe you should have read the definition…
talisman |ˈtalɪzmən|
noun ( pl. -mans )
an object, typically an inscribed ring or stone, that is thought to have magic powers and to bring good luck.
Good luck is NOT what the Tourism account will bring to the agency. It may well be a pain in the ring
My mum always said if you don’t know waht a word means you probably shouldn’t use it
10.23
It’s time to move on. You’ve got Adventure World now, anyway
M&C Saatchi Sydney did a great job a few years back when they developed the 100% PURE NZ campaign. A state doing an ad for another state is one thing but another country!!! Now that’s talkback fodder ladies and gentlemen.
Oh dear 10.23. Such a straight-from-the-dictionary definition. The key thing about a talisman is the good luck it is believed to bring is that inferred by the possessor themselves. I think you would struggle to find an agency in WA – apart from incumbent – who didn’t believe that having Tourism wouldn’t have a knock-on effect for their stature and perception among other local and national advertisers (In the same way as losing it would, too) As such “talisman WA account” is entirely correct.
Gentlemen/Ladies,
Please keep any further comments on topic or let’s all move on to something else.
Happy blogging…
Hmmm I wonder if anyone from tourism will be at Dylan’s presso tomorrow