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Steve’s breakdown: Qantas has an identity crisis and it shouldn’t. In 2008, they were using Men At Work’s “Land down under” song and Pan Am’s tagline “The worlds most experienced airline.” They’ve since changed taglines but are using the “Now We Are Free” song from the Gladiator soundtrack. Can you say “borrowed interest”? So much creative potential waiting to break out.
MASCOT, Australia: Qantas has commenced a review of its creative and media agencies developing a short list which includes agencies on its current roster, M&C Saatchi, Ogilvy, Zenith Optimedia, Mojo and Wonder.
The review will focus on strategic and creative capabilities relative to the airline, including retail experience and campaign success.
Tom Dery, M&C Saatchi worlwide chairman said: “It is perfectly understandable that Qantas, after 16 years, should review its agency structure and roster.”
“The next five years will be exciting and challenging for Qantas and we look forward to the potential of us moving with them into the future,” he said.
The agency will continue to work with the Qantas Frequent Flyer area of the business.
Rob Gurney, Qantas Group executive commerical said the airline has been satisfied with the standard of work achieved by its agencies thus far.
“Qantas will continue to work with its current roster on various projects and is now specifically looking to expand its roster and increase specialist expertise at both local and international levels.”
The appointed agencies will commence work with the airline from April next year.
