Pitch Watch: Coles, Tourism Australia presos; Pfizer consolidates media; new pitches for MYOB, Pic’s Peanut Butter, Goodman Fielder
Mumbrella casts an eye over the major media, creative and public relations pitches at play in market.
In this week’s wrap up: Tourism Australia (shortlist); Coles (presentations); Pfizer (consolidates media); MYOB (new media pitch); AGL (new search pitch); Pic’s Peanut Butter (PR win), Goodman Fielder (consolidates media).
Coles and Tourism Australia media pitch presentations
Last week was a big week in media agencyland. Two of the biggest media pitches of 2016 both had presentations, with Coles holding its first presentations in Melbourne and Tourism Australia holding its second round of presentations.
The Coles media pitch – which includes Coles Supermarkets, Target and Coles Liquor – is worth at least $80m in media billings, and as Mumbrella revealed last month, is being contested by incumbent UM up against OMD; Mindshare and ZenithOptimedia.
Tourism Australia has no local media spend but is worth around $250m over three years to the broader multinational group through its overseas spend. Mumbrella can reveal it is currently being defended by OMD who are up against UM, Carat and Mindshare.
Pfizer consolidates media with Ikon
After a closed competitive pitch, pharmaceutical brand Pfizer Australia has consolidated its media buying with Ikon Group Sydney, Mumbrella can reveal.
The move is a loss for Match Media, which previously had the strategy, planning and digital, but it is understood the closed pitch did not allow Match to pitch for the media-buying component of the account.
Pat Crowley, managing partner of Ikon Sydney, said he was pleased with the win: “This is great result for Ikon Sydney. We have always enjoyed an incredibly strong relationship with Pfizer, built on solid buying skills and a willingness to get the job done.
“We appreciate Pfizer recognizing our strong strategic and digital capabilities and the team are excited about where we can take the Pfizer brands, going forward.”
Chevaun Fenton, marketing director, Pfizer Consumer Healthcare, said :“It was a close review process but we were very impressed with Ikon’s strategic and digital capabilities.
“There is a great chemistry between the teams and Ikon has an innate ability to get to the solution quickly andefficiently. We thank the entire team at Match Media for their efforts over the past four years and wish them continued success”.
Ikon commences take-over the full account on May 1. Nielsen notes the estimated media spend of Pfizer was $10.2m in the 12 months to March.
MYOB pitches media
Tax and accounting software company MYOB is currently pitching its media account, Mumbrella can reveal.
The account is currently held by media agency PHD and is thought to have a relatively small media spend of $1m-$2m a year.
The Melbourne-based account is thought have Starcom, Slingshot and Initiative lining up on the account. A spokesman for MYOB confirmed it was pitching the account.
AGL pitches its search
Electricity company AGL is understood to be currently pitching its search business out of Melbourne.
Comment is being sought from the client.
AGL’s decision to pitch comes at a busy pitch time for the utilities market with rivals Energy Australia, Orign and Momentum all out in market at present.
Pic’s Peanut Butter
Straight Up PR has been appointed as the Australian PR agency for New Zealand peanut butter brand Pic’s Peanut Butter. The agency was appointed following the brand securing an Australian distribution of the product.
“It’s been a big year for Pic’s Peanut Butter, especially with the announcement of Woolworths as our latest distributor. We’re thrilled to have Straight Up PR on board as our Australian PR agency, and with our shared passion for health and wellness, there is no doubt they’re the right ‘Pic’ for us,” said Nikki Neate, marketing manager at Pic’s Peanut Butter.
Hannah O’Donnell, managing director and founder of Straight Up PR, said: “Bringing on board Pic’s Peanut Butter not only demonstrates Straight Up PR’s growth in Australia, but validates the strong reputation we’ve created in the health and wellbeing and lifestyle industries, even in New Zealand,” said Hannah O’Donnell, managing director and founder of Straight Up PR.
Goodman Fielder consolidates media with Slingshot
Independent Slingshot has won the Goodman Fielder grocery account for media strategy, planning and buying, following a competitive pitch.
The win is a loss for Havas Media, which previously had the account. Among the other agencies rumoured to have been involved were Initiative and Bohemia.
Mumbrella revealed in 2014 that the independent had picked up the baking division, and now adds the grocery division, which includes the Praise, White Wings and Pampas brands.
Simon Rutherford, CEO of Slingshot said: “As the incumbent on the baking side of the Goodman Fielder business, winning the grocery division business was a really important achievement for the agency. Winning any new business in a pitch situation is special, but when there is a possible downside of losing it’s even more motivating and special to have won.
“Goodman Fielder has a number of brands in its stable that are household names, brands including Wonder White, Helga’s, Praise, White Wings and Pampas, to name a few; we’re looking forward to getting on with the work, which has already started.”
Nicole Fox, Goodman Fielder’s head of marketing – grocery, said: “It made sense from a portfolio management point of view for the business to consolidate our media needs and spends with one media agency. Slingshot were already doing a great job on the baking side of the business and impressed the grocery team during the pitch with their understanding of the consumer, insight and strategic thinking.
“We look forward to working closely with Slingshot to continue to build the profile of our suite of brands in the Australian market through innovative and well considered approaches to media.”
Nic Christensen, Simon Canning, Miranda Ward
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