After 18 year winning streak Tourism Victoria swaps Publicis Mojo for Clemenger BBDO
After 18 years of one of the world’s great tourism campaigns, Tourism Victoria has parted ways with Publicis Mojo and appointed Clemenger BBDO, Melbourne as its lead marketing agency for four years commencing 1 October, 2011.
Dr Janine Kirk, chairman, Tourism Victoria said that Clemenger BBDO had won the coveted tourism account after an open and rigorous tender process involving sixteen of Australia’s top agencies: “Clemenger BBDO was selected because of its capacity to service Tourism Victoria’s marketing needs over the long term and for its exceptional creative and digital teams who have produced national and international award winning creative campaigns,” Dr Kirk said.
Tourism Victoria’s contract with Publicis Mojo concludes at the end of September 2011 – and industry watchers fear there will be major retrenchments to the point where the Melbourne agency may not be viable.
Dr Kirk paid tribute to Publicis Mojo which has held the contract since the commencement of the Jigsaw campaign in 1993: “Tourism Victoria and Publicis Mojo have enjoyed a long and outstanding partnership. Together they have overseen the creation of the world’s longest running destination marketing campaign.
“The highly successful ‘You’ll love every piece of Victoria’ Jigsaw campaign has succeeded in turning around Victoria’s tourism reputation to the point where Melbourne is now the most preferred tourism destination for Australians.”
32 Comments
Last one to leave please turn off The beer fridge
Well, if Mojo had stopped Spiller leaving with not only the main senior team on the account, but the senior producer too – maybe they would have had a chance to keep it.
But then again, they do have a habit of letting their best people go.
Micah would have helped with the pitch I’m sure.
That’s it for Mojo Melbourne I’m afraid.
Abandon Ship!
I’m with Chumley.
Proper businesses don’t let departing executives take key people with them.
The Southbank brains trust (still there, remarkably) own this one.
Vale, Mojo Melbourne. It’s a damned shame.
Closed by Christmas?
Why doesn’t every client in Australia just hand their business to Clems Melbourne and be done with it?
Final nail… Bye bye Mojo Melbourne…
Shame for Mojo. That’s the closing act I suspect.
Well done Clems Melbourne, what a run they’re on.
I think Victoria’s and Australia’s Biggest loss is the sale of yet another Aussie Iconic Brand…FOSTERS!
“Come on you greedy Ba@^%!’s”
I think the way we are going we are all gonna abandon ship.
Sad, Sad, day for us all.
You watch where their ad dollar goes and how it effects our local communities!
SAD!
Melbourne going down. Sydney in shambles. Auckland hanging around. Looks like the only Mojo office winning business and making money is Brisbane.
Pour yourselves a drink.
Clems Melbourne are on a roll, and are close to the most dominant force ever in Aust. The just seem to be winning everything – international awards, local awards, effies, new business. Who has had a longer reign, with more success? Campaign Palace in 80’s? Saatchis in 2000s? Theyve got to be close to beating their records. Lynchy?
Can’t wait to see what a beer ad for tourism looks like???
Great brands don’t die, they evolve. Like with Tourism Vic, I look forward to the next phase of Mojo.
Well done guys. The last Melbourne campaign was great. I’d want to visit.
Craig, probably the reason Brisbane is still making money is that no one from Sydney goes there
Tourism Victoria are the real losers here
Mojo may be a shadow of its former self but it has more passion, spirit and soul than Clemenger will ever have
Clemenger (the Bunnings of the advertising world) is going to steal every agency’s business before long so maybe all you knobs, who aren’t from either Clems or Mojo who feel the need to comment, should be supporting the little guys instead of revelling in their demise
Hey now, hey now..
VIC couldn’t agree more……. great brands do evolve when they have great people leading them. To see the demise of Mojo Melbourne has been one of this industries travesties. How can a brand like Mojo get to this stage is 18 months?? You just can’t make a silk purse out of a sow’s ear!!
The TVC/Film for Daylesford was one of the great pieces of destination advertising.
As was,” Run, run run” for the Yarra Valley.
I hope Clems can do something similar. But you’ve got to ask yourself why Mojo were so silly to fuck this up.
Some ships never sink mateys. Don’t worry Mojo will sail.
18 years is a sterling amount of time to hold a piece of business, interspersed with competitive pitches. The work was outstanding….nothing lasts forever. Times change.
Jim the proctologist could have fixed it.
But he wasn’t in town.
16 agencies compete for the account. 15 may have not bothered.
It was always going to Clems, ask any industry pundit.
Shameful and expensive waste of time. Oops, I forgot the Government was involved.
With that kind of following, I can’t believe they didn’t set up their own agency with Tourism Vic as the marquee client. Why give most of the money away when you clearly own this key bit of business? Think big people!!
Watch the ECD run away from this
I can’t believe you guys think Mojo is going under, are you serious, the puliscis group are effing huge and can throw money at the problem by bringing in the best guys.
As for clems, I think they should change there name to Clems/tampons BBDO because every C**t uses them now.
Old Sicilian saying, ‘the fish stinks from the head’.
You know who we mean..
The ‘Lose Yourself’ campaign will always be one of my favourite campaigns. Ever.
Thanks, Mojo, for delivering some fucking beautiful work for Tourism Vic. Clems: you’re standing in a long shadow with some big shoes to fill. Good luck.
Sceptic Meg,
The reason Mojo find themselves here is that huge Publicis and local management pulled money out of the business, let all the expensive people go and didn’t replace them.
Would seem a little peverse to change that situation now.
Writing was on the wall years back. Key creatives, and suits, strategists – all people who retained the business with clout during the ‘Lose yourself in Melbourne’ years are no longer there. Those people put together a killer pitch, and had killer relationships with the clients – the sort of foothold that no other agency could chip away at, try as they might.
Then you get a brain drain, key people leaving, then add to that a debarcle with the digital side of the Melbourne office and you’re in a right pickle. Mojo lost its mojo and the Daylesford ad, whilst beautifully shot was too moody and depressing. The brand as built by Mojo prior to this ad had a playful edge to it, and that’s what many have come to love.
I think Clems have a real chance to do now what Mojo failed to do in the last handful of years. Will be interesting to see what comes.
Mount Franklin, Camry, P&G, Qantas Holidays, Cadbury, Citibank, Tourism Vic…great work Mojo Mgt Sydney. You’ve managed to let all your senior creatives and suits go. It was axiomatic that clients would follow. You boys started in a tiny little office in Auckland and that’s where you’ll end. It’s called Brand Karma.