TBWA asserts that Adelaide office remains amid rumours of closure

TBWA Adelaide’s office has been the centre of speculation following high-profile exits, client losses, and the removal of the Adelaide office's details from the agency’s website—fuelling industry speculation about a potential downsizing or complete closure.

In an exclusive statement to Campaign Asia-Pacific, TBWA addressed the speculation about the status of its Adelaide office, stating:

"TBWA continues to work with clients based in South Australia. Our physical presence in Adelaide remains. As has been the case since we launched in 2018, resources are scaled up and down between Melbourne and Adelaide based on the unique requirements of our clients."

TBWA’s Adelaide office was launched in 2018 to service the $4.95 million South Australian Tourism Commission (SATC) account. In the first few years of the launch, the agency experienced a growth spurt, adding clients like Superloop Adelaide 500, Sweat, and the University of Adelaide to its portfolio.

However, SATC adopted a panel model for its creative work last year, opting not to reappoint TBWA Adelaide. This significant loss coincided with a string of departures, including that of former managing director and partner Joe Godsell, who was instrumental in establishing the Adelaide office and has since joined competitor Nation Creative, one of the agencies on SATC's current roster.

Furthermore, TBWA Adelaide’s managing director Tanya Vragalis, who was reportedly made redundant earlier this year, has rejoined the same position at M&C Saatchi. Brand director Zoe Wilkinson, who took up the position in June 2021, also departed earlier this year in February.

While TBWA maintains its commitment to South Australia, its statement raises more questions than answers. The agency declined to elaborate on the specific clients it currently serves in South Australia or the extent of its "physical presence" in Adelaide. Adding to the confusion, the agency's Adelaide office contact details and address have been removed from the TBWA Australia website, and calls to the Adelaide branch are met with an ‘incorrect number’ message.

Meanwhile, TBWA Melbourne continues to secure new clients and expand its operations. The agency recently won the full-service account for VicReturn, Victoria’s Container Deposit Scheme coordinator. The agency will run the brand’s PR, social media, and sustainability consultancy arm.