THE BRAND AGENCY RETAINS RAC

The RAC has chosen to reappoint The Brand Agency and Maxus as its preferred creative and media agencies following a closed financial tender for creative and media services. The new agreement will extend the RAC’s relationship with The Brand Agency and Maxus into 2010.

The RAC’s General Manager of Membership and Retail Mike Heath (pictured left) said all agencies involved in the process presented extremely well and demonstrated a strong capacity to service the RAC’s requirements.

“As all tendering agencies were strong in their creative and strategic planning abilities, we focused on their credentials and their approach to the tender process,” said Heath.

“Our decision was based on our need for a long-term business partner who understood our community focused brand and could best assist us in achieving our business objectives.”

Brand Agency managing director Steve Harris was pleased to have retained the business and said it was an exceptionally well run process with a decision made seven days after presentations.

“We believe that we’ve done some exceptional work for the RAC and have been a key partner in their success, but all that notwithstanding, you don’t go into a competitive review of this nature without a degree of trepidation. More than being one of the most prestigious brands in WA, the RAC is a foundation client of the agency and has been with us for almost eighteen years, so we were pretty passionate about keeping the relationship moving forward. We’ve got a great team of people working on the RAC and I’m proud of their success in this review.”