M&C Saatchi Sydney has become the creative agency of record for TAB, the wagering and media division of Tabcorp, taking over from Clemenger BBDO Sydney.

The appointment follows a number of strategic projects that M&C Saatchi has completed TAB in recent months and comes just after a major shift in TAB’s business. Last year, Tabcorp and Tatts Group completed an $11 billion merger creating a combined business with one of the largest retail footprints in Australia. Following the merger, a new internal structure was created consolidating all wagering and media brands in the Tabcorp stable with executive general manager – marketing and customer, Luke Waldren, joining the business in September to oversee the TAB division.

Waldren commented, “We’ve been working with the team at M&C Saatchi for the past couple of months and have seen their capabilities first-hand. We’re extremely excited about the partnership and the work we can do together.”

Cam Blackley, chief creative officer, M&C Saatchi, noted, “It’s a category I have a keen interest in and a brand Australia has grown up with. Needless to say, the whole team is hugely excited in the creative potential of this Aussie icon.”

Russell Hopson, managing director, M&C Saatchi Group, added “TAB is a great Australian brand and the opportunity to work with Luke and his team as it goes through this next phase is thrilling.”