M&C’s direct agency wins LivingSocial, Foundation retains $8m media

The day after M&C Saatchi lost Woolworths, the agency’s direct and digital offering Mark has emerged the winner of a pitch for LivingSocial.

The agency had three days to answer a brief to differentiate the group buying site from its competition, and beat four other agencies to win the business.

Foundation retained the estimated $8m media planning and buying business, ahead of contenders M2M, Naked, MEC and Blow.

In a press release from Mark, LivingSocial Australia & New Zealand creative director Andrew Mamo said: “We saw a lot of great creative concepts from some of the best agencies in Australia, but Mark’s creative really stood out visually and conceptually. They took the brief and they ran with it, producing something fresh and surprising.”

In a press release from Foundation, Anu Mohan, VP of marketing for Australia & New Zealand, said: “We pitched the business to consolidate our media into one agency and to make sure we are working with the best media partner for 2012. Our original decision to appoint Foundation has clearly been vindicated again. Their strategy was extremely insightful and they demonstrated a clear understanding of our business, our consumers and the market. We’re looking forward to continuing our relationship with Foundation”.


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