Qantas today announced it had concluded its advertising agency review and appointed its new roster of agencies including Droga5 as the new lead creative agency.

Droga5 Australia has been appointed as the lead creative planning agency globally. This will include strategic input from David Droga, Chairman and Founder of the agency and his team in New York.

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.

The review focused on the quality of strategic and creative capabilities relative to the Qantas brand, including retail experience and campaign success.

The new agency model will also see digital and experiential specialists working closely with the two lead agencies, Droga5 and Zenith Optimedia.

Publicis Group’s Amnesia Razorfish will work in partnership with Zenith Optimedia on the digital media strategy and R/GA will be contracted for specialist digital projects.

Publicis Mojo will continue to work as a strategic adviser and on a project basis.

Qantas has also appointed Subnine to support key sports sponsorships and Play Communication will support a range of arts and entertainment properties.

The new roster will commence in the new financial year. Qantas would like to thank Enth Degree for their independent facilitation and all those involved in the extensive pitch process.