Mojo Goes Back to Drawing Board for Qantas

SYDNEY – Mojo is off to a shaky start on its new $36-million Qantas account, since its first proposed campaign idea was rejected. According to Qantas sources, the theme – ‘Putting the ‘U’ back in Qantas’ – was laughed out of the boardroom by new Qantas md James Strong. Strong previously worked with Mojo when he was chief at Australian Airlines and gave the agency the Qantas business without a pitch. The idea proposed, sources say, was an internal Qantas campaign used some years earlier to boost staff morale.
Copyright Adweek L.P. (1993)