After a thorough tender process, Tourism Australia has announced the selection of Accenture Song, The Monkeys, and Droga5 to provide integrated global creative and digital services. These agencies will work with Tourism Australia for five years starting from July 2024, with an initial three-year contract and options for two one-year extensions.
Phillipa Harrison, Managing Director of Tourism Australia, stated that the contract with Accenture Song was finalized after a competitive tender: “Tourism Australia has a unique brief with a global reach, actively marketing in 15 key international markets. Our campaigns have consistently set a high standard, and as our operating environment evolves, we must ensure Australia stands out globally. During the tender process, Accenture Song, The Monkeys, and Droga5 demonstrated they are best equipped to provide the integrated global creative and digital services we need. We look forward to working with them to showcase Australia’s best to the world.”
Chief Marketing Officer Susan Coghill added, “The tender brief required a panel that could respond to future opportunities and challenges. Accenture Song, The Monkeys, and Droga5 fit this need perfectly. We will collaborate closely with them to remind the world why ‘There’s Nothing Like Australia.’ We are excited about the creative ideas and innovative thinking they will bring as we aim to set Australia’s tourism industry on a path to sustainable growth. I also want to thank M&C Saatchi and Digitas for their hard work over the past five years. Despite the challenges, they helped us pivot to domestic campaigns and successfully launch our global campaign ‘Come and Say G’day’ when international travel resumed.”
David Droga, CEO of Accenture Song, expressed his enthusiasm: “This win means a lot, both professionally and personally. We are thrilled by the opportunity and the responsibility that comes with it.”
Mark Green, Co-founder and Group CEO of The Monkeys and ANZ President of Accenture Song, said: “It’s a privilege to partner with Susan and her outstanding team to elevate Tourism Australia’s global creative and digital marketing approach. Combining the creative strengths of The Monkeys and Droga5 with Accenture Song’s technology and global reach, we have the best Australian talent coming together to showcase the best of Australia to the world.”
