Tabcorp puts holdcos on alert with creative pitch, M&C Saatchi not defending

News 21 Sep 2022 - 2 min read

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Tags: Marketing Creative agencies Tabcorp Jenni Barnett m&c saatchi

Tabcorp is reviewing its creative account, likely sending agencies from most if not all of the major holding groups into pitch mode as M&C Saatchi declines to defend the account. The move comes four months after Jenni Barnett swapped Telstra for the ASX-listed firm, which demerged its Lotteries and Keno business around the same time – and is now going all out for digital growth.

What you need to know:

Tabcorp pitching creative.
Media account not in play.
Gambling firm in all out push for digital growth.

Best bets

Tabcorp is pitching its creative account. The company is going all out for digital growth following the demerger of its Lotteries and Keno business in May, which may signal an increase in brand investment in an already high-spending category.

The move comes four months after former Telstra Digital Channels boss Jenni Barnett joined as Chief Customer Officer, tasked with rewiring a wagering machine facing pressure from snappier rivals. Her C-suite remit includes product, data and data science, omnichannel customer experience and personalisation, brand, marketing and sponsorship.

The creative account is currently held by M&C Saatchi. The company did not disclose which creative agencies have been invited to pitch, but the account's size and scope will likely bring most if not all of the holdcos to the table.

Tabcorp is not reviewing its media account, held by OMD.

The firm issued the following statement from CCO Jenni Barnett:

“Tabcorp is undertaking a closed review of our creative agency roster. It has been three years since Tabcorp engaged M&C Saatchi and in that time the landscape has changed significantly, as has our company.

“Now is the right time to assess the market to ensure we have the best possible partner for the next three years based on our new company strategy.

“We’ll provide an update at the conclusion of this process.”

Update: headline and intro amended following M&C Saatchi stating it will not be pitching, per statement below:

Justin Graham said: “M&C Saatchi has declined the invitation to pitch in the upcoming TAB agency review. We believe now is a time for us to focus our energy, expanded capabilities and collective Group firepower on our existing relationships including a raft of new business wins. We leave the TAB brand in a strong and enviable position, we wish TAB all the best with the upcoming pitch and look forward to supporting from the side-lines on this next phase of their brand journey.”