Tabcorp has appointed Accenture Song agency of record for brand strategy, platform and creative, and Ogilvy as agency of record for 1-1 customer experience.

M&C Saatchi, after three years of holding the TAB creative account, declined an invitation to re-pitch. 

Justin Graham, CEO M&C Saatchi ANUZ, said: “We leave the TAB brand in a strong and enviable position and wish them the best of luck with the next phase of their brand journey.”

The pitch, with four agencies in the final (including DDB Worldwide and Publicis groupe), was led by Tumbleturn Media over 10 weeks.

Both winning agencies will play a critical role in the digital transformation of Tabcorp following the demerger from the company’s Lotteries and Keno business in June last year.

Tabcorp’s chief customer officer Jenni Barnett said: “We can’t wait to partner with the Accenture Song and Ogilvy combination, along with our talented internal team to take us to the next level as a company as we continue to transform our iconic Australian company at pace.”

Since the demerger on 1 June, Tabcorp has launched a new TAB App which is faster and simpler to place a bet, along with new products including a social betting function and a same game multi function. Tabcorp has also rebalanced its marketing strategy with a more strategic focus on growing digital revenue market share and has now completed a reset of its agency rosters.

In 2023, TAB will release more new products and upgrades to the TAB App as well as an innovative new brand strategy and customer experience.

Barnett said: “We’ve come so far in a short space of time and this is just beginning. We have a clear path forward as a company and are excited to be working alongside world class partners”

Sally Kissane, CEO Ogilvy Network ANZ said: “Ogilvy is very excited to be partnering with Tabcorp as it reimagines the wagering category in Australia.

“After meeting the Tabcorp team and spending time together over the past few months in what was a very well thought through pitch process and engagement, it became obvious we were aligned in both approach and thinking.

“We were also inspired by TAB’s passion for taking care of its customers by ensuring betting is both enjoyable, and engaged in responsibly. We couldn’t be happier to be selected.”

Mark Green, president of Accenture Song A/NZ said: “We love working with iconic Australian brands and TAB is just that. We are looking forward to working with Adam, Jenni and entire team to help reimagine their brand and customer experience.”