DDB Melbourne scoops Telsta's flotation account

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MELBOURNE-- DDB Worldwide, Melbourne, has been awarded the task of promoting the second flotation of Australia's largest telecommunications carrier Telstra.

DDB was the surprise winner of the $8 million advertising and direct mail account following a two-way pitch against McCann-Erickson Worldwide, North Sydney. McCann, which handled the $12 million campaign for Telstra's first and successful flotation in 1997, was widely tipped as the favorite to win.

For DDB, the appointment comes partly as a vindication after it lost $50 million worth of Telstra business when the telecommunications giant reviewed its $100 million advertising account three years ago.

Through the DDB campaign, the federal government expects to achieveshare sales worth up to $16 billion. As in the last flotation, Telstra will be using its giant database of customers for an intensivedirect mail effort with a special focus on "mums and dads" investors.

DDB's appointment was made by the Ministerial Committee on Government Communications and stockbroking firm JB Were & Sons.

Copyright June 1999, Crain Communications Inc.

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