Life is like a box of…; Conflict rules EssenceMediacom out of defending Lindt

Soon-to-be-married Essence and Mediacom have opted out of defending Lindt due to a client conflict, as the chocolatier takes its media account to pitch, Mumbrella can reveal.

While Lindt told Mumbrella it would not comment on speculation, CEO of the combined agency, Pat Crowley confirmed the two were parting ways.

Chocolates up for grabs

He said: “We’ve enjoyed a wonderful relationship with Lindt and the marketing team there for many years, doing innovative and effective work that we’re all proud of. Unfortunately, we’re parting ways amicably due to a conflict that’s arisen as we shape the future of EssenceMediaCom in Australia, and we’re supporting the client team through the process. We’d like to thank them for their partnership along the way, and we wish them all the best.”

It is not known which agencies are now in the running for Lindt, which was originally won by Ikon Communications in May of 2019.

EssenceMediacom is also looking to defend two of its clients in Entain Australia (Neds and Ladbrokes), and nib, both of which also entered through Ikon.

Earlier this year, Mediacom retained Mars as a global client in a pitch that was aided by Essence, and a client that has emphasised the already-existing integration across the two GroupM agencies, which will be formalised as one on 1 January 2023.

Mars spent around $20 million across 2021 in media billings, according to Nielsen Ad Intel.

With the client originally entering WPP via Ikon prior to its entry into the GroupM set-up, through AQKA, then Essence, its understood the agency is now surrendering its relationship with Lindt due to Mars, as well as Mondelez at Wavemaker, and Ferrero at Mindshare all within the confectionary category.

In August, Wavemaker retained Mondelez, thought to be worth approximately $50 million locally, two years after it was moved across from Mindshare.

This year Lindt went live with its first local TVC campaign in over five years through its creative agency partner Richards Rose

Essence chief of media, Theo Zisoglou also joined Thump Media this week, and it is unconfirmed if the combined agency will be looking to replace his role.


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