Mitchells wins Fairfax as agencies ponder the playing field

Tim Burrowes

February 10, 2009 4:54

Mitchell Communication Group has won the prestigious Fairfax Media pitch, Mumbrella can reveal.

The agency beat off competition from rivals including PHD, Ikon and incumbent Inititiative.

However, although Fairfax has probably saved money on its $15m-spending account, it will find itself being asked tough questions by the losing agencies.

Towards the start of the process, speculation appeared in the Australian Financial Review, which was at the time denied by Fairfax, that the process was a foregone conclusion, with Mitchells the favourite to win.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Cue 11 Feb 09

Working at Fairfax it was always an easier time when selling to the company’s media company – it was just . . . . easier.

Similar questions should also be asked of Mindshare and their client AMEX whose publication Travel & Leisure is published by Fairfax. I was told they tipped a lot of clients into the magazine, particularly in the beginning.

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