Tabcorp Holdings has announced Accenture Song and Ogilvy Australia as the winners of its creative agency pitch tasked with “reimaging and transforming the brand of the TAB”.
The agencies will replace incumbent M&C Saatchi as creative lead, who has led Tabcorp’s account since 2019.
The ASX wagering group seeks a change in creative direction to reflect its ongoing ‘digital transformation’, which follows Tabcorp’s demerger of its business with Tatts lotteries and keno business in 2022.
Melbourne-based Accenture Song will serve as Tabcorp agency for “brand development and creative strategy”, whilst Ogilvy Australia will support the betting group’s digital transformation projects and one-to-one customer engagements.
2023 will see Tabcorp rebrand the TAB to accompany the relaunch of the heritage operator’s enhanced online sportsbook and new mobile betting app.
Chief customer officer Jenni Barnett said: “We can’t wait to partner with the Accenture Song and Ogilvy combination, along with our talented internal team to take us to the next level as a company as we continue to transform our iconic Australian company at pace.”
“We’ve come so far in a short space of time and this is just beginning. We have a clear path forward as a company and are excited to be working alongside world class partners”
Tabcorp’s main media planning and buying account will continue to be led by OMD Australia, managing a budget estimated at approximately AUS $50m ad-spend per year.