DDB Mudra India has recently won the Indian account for Tourism Australia. It is known that India is one of the nine countries to be shortlisted for promoting Australian tourism across the world. Sources close to the industry have confirmed the news to exchange4media that DDB Mudra India won the creative duties after a showdown with Saatchi & Saatchi India. DDB Mudra India will now have a significant share of the total global account won by DDB Worldwide, which is estimated at around £85 million.
It is also learnt that M&C Saatchi, Publicis Mojo, Singleton Ogilvy & Mather and Whybinn/TBWA were part of the global pitch process, besides DDB Worldwide.
The creative pitch process commenced in February and concluded with the final presentations in Sydney in May-end. The pitch process for media planning and buying duties for Tourism Australia is still going on.
India is one of Australia’s fastest growing tourism markets with 88,000 visitor arrivals in 2006-07, representing an 11 per cent growth over the previous year. It is predicted that by 2016, Indian visitor arrivals to Australia would grow at an average annual growth of 18 per cent, reaching a total of 438,000 Indian visitors per year, which is why in 2006-07, Tourism Australia had opened an office in Mumbai to target high-yield market segments through a combination of PR, promotions, consumer advertising and trade development.
Marty O'Halloran, CEO and Chairman, DDB Australia and New Zealand, is ecstatic about the win. He said, “This is a tremendous win for DDB, and we are really looking forward to working closely with the Tourism Australia team to build an energetic and dynamic brand. The response to Tourism Australia was an integrated approach that reflected the creativity, connectivity and collaboration of the DDB Global Network.”
Rick Allert AO, Chairman, Tourism Australia, said, “In appointing DDB Worldwide, we have chosen an agency partner that not only provides the requisite international network and infrastructure credentials, but most importantly, is also at the top of the creative game globally.”