Tabcorps Accenture Song and Ogilvy Partnerships

Ben H / 28 January 2023

Tabcorp (ASX: TAH) has announced two partnerships designed to help with the betting agency’s digital transformation. The wagering operator has signed agreements with Accenture Song and Ogilvy, where the first will be responsible for Tabcorp’s brand strategy, and Ogilvy will work on improving the one-on-one customer experience.

Tabcorp demerged from the Lotteries and Keno business last year, and the two agencies the betting operator has now added to its roster will be crucial in continuing the transformation of the company.

The Goal is to Grow Digital Revenue Market Share

Tabcorp’s chief customer officer Jenni Barnett said that the new partners were ideal for Tabcorp and were “the best agencies” to grow the Tabcorp brand. She was sure that they would take Tabcorp to the next level and would continue to transform the company.

Barnett added that the betting operator had “come far” in a short period of time and was on “a clear path forward.”

Tabcorp started the post-demerger era by launching a new TAB app advertised as faster and easier to use. It also boasted a social betting feature and a multi-game function.

After the demerger, the company also reformed its marketing strategy and shifted its focus towards increasing digital revenue market share. So, it was only natural that it also decided to change agency partners.

Improving Customer Care

Ogilvy CEO Sally Kissane said they were very excited to partner with Tabcorp in reimagining betting in Australia. After spending a few months discussing their future engagement, it was clear to her that the two companies “were aligned in both approach and thinking.”

Kissane was also impressed by how TAB took care of its customers by enabling them to enjoy betting, while also engaging them responsibly. That “resonated” with Ogilvy, and the company wanted to work with TAB and turn it into an industry leader in customer care.

Accenture Song President Mark Green was also delighted to be working with Tabcorp. He said that they loved working with “iconic Australian brands,” such as Tabcorp. Their goal was to “reimagine” the Tabcorp brand and customer experience.

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Ben H
Ben Harris is the Communications Manager for KRUZEY, an AFL expert, and writer. He has one daughter that he loves dearly and four children's books... [Read full bio]

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