UPDATE: Thinkerbell declines Endeavour Group creative pitch invite
The incumbents on Endeavour Group’s core brands – M&C Saatchi and Thinkerbell – are not taking part in the current creative agency pitch process, Mumbrella can confirm.
Endeavour Group has pitched the creative account, seeking one lead agency for its portfolio, including its core brands BWS and Dan Murphy’s, for which the incumbents are M&C Saatchi and Thinkerbell.
Mumbrella earlier reported that M&C Saatchi was cut from the pitch, while Thinkerbell was one of two agencies left. Mumbrella has since received a statement from Thinkerbell, verifying it has instead declined to take part in the invite-only pitch process.
“For the past five years, Thinkerbell has been privileged to work with one of Australia’s leading businesses. We’re proud to have witnessed and contributed to the Dan Murphy’s brand evolution, laying a strong foundation for a future of innovation,” Margie Reid, CEO of the agency, said.
“After careful consideration, we’ve decided not to participate in the Endeavour creative agency review.
“We wish Dan Murphy’s and The Endeavour Group continued success in the future,” she told Mumbrella.
M&C Saatchi was appointed by BWS in 2016, and has launched a number of campaigns for the brand during the three years, including the ‘Refreshingly BWS’ brand platform, and the recent ‘A win’s a win’ work.
Mumbrella understands the agency will have a new campaign for BWS launching in the coming months, having been on a shoot this week.
In a statement sent to Mumbrella, an M&C Saatchi spokesperson said: “M&C Saatchi Group has enjoyed a strong relationship with the Endeavour Group and we are incredibly proud of the work delivered.
“While this is the end of an era for our partnership, we wish all parties involved every success.”
Thinkerbell has worked on the Dan Murphy’s brand for the past five years, including Christmas campaigns and pushing its delivery service during Covid lockdowns.
Mumbrella has contacted Endeavour Group for comment.
In 2019, Endeavour Group launched its retail media arm, MixIn by Endeavour, after its split from Woolworths a year prior.
A year later, it announced Endeavour Marketing – a function designed to grow engaged customers and brands across its products, services and teams. Former Thinkerbell North GM, Katie Dally, was appointed as GM of marketing – creative, while ex-EssenceMediacom managing director, Mike Worden, was appointed general manager – media and marketing effectiveness.
The news comes after a number of senior departures for M&C Saatchi in recent times, with Thursday’s news of group creative director Sharon Edmondston and three others exiting the business.
The Group’s chief strategy officer, Emily Taylor, left in February after three and a half years, while in October last year, chief creative officer, Cam Blackley, also moved on, saying at the time that the agency was going “through a period of transition and that has accelerated the decision to part company”.
The transition meant global restructures, with staff lay offs across the UK and Asia-Pacific regions, including less than 10 redundancies in Australia in December.
However, news came today that M&C Saatchi has promoted Nick Jacobs to chief strategist of the agency, and in March, it picked up a big name in former The Monkeys’ creative director, Scott Dettrick, as its new joint national executive creative director.
Keep up to date with Mumbrella Daily
Got a tip?
Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
Just want to say this could’ve been a more aspirational post for the entire industry for one big reason in my opinion.
When I used to work at The Monkeys, any staff that went to client slide, aka marketing side, was guaranteed to engage The Monkeys again. It was proof of strong relationships.
Here we have an ex MD at Thinkerbell go to the client, and the agency declining to pitch on an ex staffer now at the helm. Absolutely there’s a million other reasons they could’ve declined to pitch. BUT its always amazing when relationships … no matter what side…. continue and grow!
User ID not verified.
I have worked on both brands and I can assure you Thinkerbell have made the right decision.
User ID not verified.
I do recognise how hard it is for agencies right now but good on Thinkerbell for having the strength to make the right decision for their agency, rather than chasing the dollars. I have no insight into why they declined and this comment is no reflection on the client, but in general terms, the more that integrity of choice in participation is exercised by pitching agencies, the better pitching will become.
User ID not verified.
The orange boots have walked off to shop elsewhere. EDG marketing team is a nightmare to work with.
User ID not verified.
The BWS work is solid. Why pitch, seems like an odd thing to do with everything else going on there.
User ID not verified.
I’m sure this was a well meaning review but headlines on a Friday like this don’t look good
User ID not verified.
It’s an enviable position to be in with the market the way it is right now. Can’t imagine there are too many agencies out there who would be declining a pitch of this size.
User ID not verified.
Insecure clients often call a pitch because they think the pitch process locks them in for a period of time. Must be a shakey environment over there given the tanking share price and shareholder unrest.
User ID not verified.
On behalf of all agency client relationships – thank you.
User ID not verified.
Endeavours’s challenges go far deeper than anything than marketing can solve.
Drinking rituals have changed dramatically as have the rules of the game.
It’s extremely difficult for a retailer to make a difference.
Let alone an agency.
Even a very good one like Thinkerbell.
User ID not verified.
Have your say