Myer to hold media review

Myer: reviewing media relationships

Retail giant Myer is preparing for a review of its media agency relationships, Mumbrella can reveal.

Ikon Communications, Myer’s incumbent media partner, will continue to handle the business until the end of the year, when its contract ends.

STW Group-owned Ikon has been invited to contest the review, which will be held later in the year, and will participate.

Ikon took on the Myer business in December 2009, when media spend was figured at $59m, opening a Melbourne office off the back of winning the account.

Myer CMO Megan Foster confirmed the news, saying that a ‘select tender’ will be held later in the year.

She told Mumbrella that while Myer’s marketing spend for 2013 “is in line with last year”, media spend will be down.

“We have redirected money to below-the-line activity,” she said. “We have 5 million myer one members which is a very valuable/effective marketing channel for us. Also we are focusing on instore and on as well as part of the change in expenditure.”

Myer is an interesting client in that a large chunk of its advertising and media partners, including a team from Ikon, work for the company within its headquarters in Melbourne’s Docklands.

Myer’s advertising is handled by Ogilvy Melbourne, which is unaffected by the media review.

Robin Hicks


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