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.