Qantas Selects Indie Shop Droga5 After Long Review Process

Agency Lands Creative Duties; ZenithOptimedia Retains Buying

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Australian airline Qantas named indie shop Droga5 its new creative agency, and it retained ZenithOptimedia after a series of global reviews that began nearly 10 months ago.

The airline brought in consultant Enth Degree to support the search.

Both agencies referred comment to the client. Qantas, based in Australia, did not immediately respond to a request for comment beyond a statement that "Zenith Optimedia will continue as the global media agency and will partner with Droga5 in key offshore markets to provide a global network of creative and media expertise."

It's believed that M&C Saatchi, the airline's 17-year incumbent, pitched for the business. At the time, it was decided that the agency would retain parts of Qantas' business. However, early this year it won Abu Dhabi-based international airline Ethiad Airways and opened an office in the Middle East to service the account. It's no longer working with Qantas in any capacity.

The agency declined to comment for this story.

Droga5 will lead the account out of its Australia office, but also work with the agency's senior team, including David Droga, in New York. The airline also will collaborate with R/GA for specialist digital projects, Publicis' Amnesia Razorfish for digital media strategy; and Publicis Mojo, which will continue to work as a strategic adviser, the company said.

In Australia, Qantas also appointed Subnine to support sports sponsorships and Play Communication to support a range of arts and entertainment properties, according to a press release. The new roster will commence in the new financial year.

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