iiNet $20m media account in play, OMD WA on alert

Screen Shot 2014-11-09 at 7.20.00 pmOne of Australia’s biggest internet service providers iiNet is to pitch its media account, Mumbrella can reveal.

The pitch for the $20m media account, which is one of the biggest remaining in the Perth market, is expected to be hotly contested with OMD WA the incumbent.

“As part of a regular review of agencies, iiNet has put our media buying contract out to tender,” said Maryna Fewster, iiNet chief operating officer.

“OMD Perth has been our media agency for approximately two years and they, along with a select group of media agencies, will be invited to tender over the coming days.”

OMD is part of Marketforce in Perth, which also has creative duties for the business after bringing it back from BWM Sydney at the end of 2012.

At the time iiNet’s then CEO, Michael Malone, said: “We always intended to appoint a local agency. We’re big on supporting other West Australian businesses and Marketforce put up a strong case for why we should partner with them.”

At this stage, the precise shortlist is unclear but it is thought that most of the main agency groups will be represented and iiNet has signalled it is a nationwide search.

Asked if they were looking at agencies outside Perth a spokesman said: “As is common practice at iiNet, we asked agencies nationwide.  iiNet is a national company with offices in every state.”

According to Nielsen, estimated iiNet had a media spend of $19.3m in the 12 months to September and the media review comes at a time when many observers are tipping a marketing war between the major telco players for market share.

Nic Christensen 


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