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MediaCom and GroupM out of Pacific Brands pitch saying businesses ‘no longer aligned’

pacificGroupM agency MediaCom has announced it will not be part of the current pitch for the $16m media account of Pacific Brands.

Taking the unusual step of issuing a statement distancing itself from the pitch this afternoon, MediaCom’s Melbourne managing director Peter Barrie said the agency had considered its position and “after careful consideration and dialogue it is clear to us that our businesses are no longer aligned.”

Barrie’s statement also hinted at tensions between MediaCom and Pacific Brands with the media agency declaring that while it was conscious of pressures on clients it also had to meet the expectations of its own staff and shareholders.

“As an industry we are acutely aware of the challenges that face clients and their agency partners,” said Barrie. “We have to deliver on multiple levels to our staff, clients, business and shareholders.”It also added that no other GroupM agency would be part of the Pacific Brands pitch which is being led by internal procurement.

MediaCom has worked on the Pacific Brands media account for over a decade. In recent years Pacific Brands has seen a change in marketing management, and last year moved its main creative duties from Banjo to Clemenger BBDO Melbourne.

Barrie said he wished the clothing brand well  and that the agency would work towards a smooth transition with which ever agency was selected by the client.

Pacific Brands is an umbrella company for brands including Bonds, Clarks, Berlei and Hush Puppies.

The full MediaCom statement:

MediaCom today announced it will not defend the Pac Brands business after a partnership of more than a decade.

Peter Barrie, Managing Director of MediaCom Melbourne said of the decision: “Our relationship with Pac Brands has been built over many years and we have enjoyed many successes together.

The team are immensely proud of the work we have produced.

However, after careful consideration and dialogue it is clear to us that our businesses are no longer aligned. As an industry we are acutely aware of the challenges that face clients and their agency partners.

We have to deliver on multiple levels to our staff, clients, business and shareholders.

We wish Pac Brands and their team every success in the future, we will continue to deliver exceptional work and ensure that there is a seamless transition to their new media agency partner, when selected.”

Note: No GroupM agency is taking part in the review.

Nic Christensen

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