Pitch Watch: Ikea set to move media; Baker’s Delight caught in Coles fallout; Asos and AH Beard switch PR

Mumbrella casts a regular eye over some of the media, creative and PR pitches in market.

In today’s wrap up: Ikea (media), Baker’s Delight (media), Asos (PR), AH Beard (PR) Howorth expands roster and Reymond Communications grows portfolio.

Ikea set to part ways with Match Media, with shootout likely between Dentsu’s Vizeum and GroupM’s MEC

ikeaOvernight Ikea has announced it has selected GroupM and Dentsu Aegis as its global media agencies. 

The move is likely to put an end to one of the longest standing relationships in the market with Ikea set to part ways with Publicis agency Match Media after 13 years. The furniture giant was a foundation client for John Preston’s agency.

Match Media CEO Preston told Mumbrella this morning that at this stage it was not in a position to comment: “Match anticipates that it will see the outcome of the global review from Ikea locally later today and therefore I can’t comment on what this means for Match as frankly we don’t know.”

If Match is formally given notice then we are likely to see a shootout for the account locally between Dentsu Aegis and GroupM.

Dentsu Aegis’s Carat currently holds rival Freedom Furniture, meaning Vizeum and Dentsu Mitchell are likely to line up. Mediacom previously held the buying component of the account, before the client consolidated everything at Match in 2013, making it likely that GroupM may put up another agency, such as MEC, to fight for the account worth in excess of $10m.

Both GroupM and Dentsu Aegis declined to comment on a potential local pitch. Ikea has been approached for comment.

Update 12.00pm: A spokeswoman for Ikea has now confirmed that its Australian business will now be conducting a media pitch between Dentsu Aegis and GroupM.

“As part of our commitment to the ongoing improvement of our media and marketing governance, IKEA periodically evaluates all service suppliers to ensure we maintain the best working relationships with the best agency partners,” said the spokeswoman. ” IKEA has recently reviewed its media agency suppliers globally in conjunction with ID Comms, our media consultancy partners. As a result of the tender process IKEA Australia will now be conducting a local review with the two global holding companies, GroupM and Dentsu Aegis.”

Bakers Delight pitches media with OMD not contesting 

Bakers DelightThe shockwaves from OMD winning the Coles media business continue with Baker’s Delight pitching its media out of Melbourne, Mumbrella can reveal.

The brand is understood to be a conflict in the same way that 7Eleven was also forced to pitch following the appointment of UM to the Coles and Target accounts.

The account is thought to be worth around $5m a year with the shortlist understood to include  mix of network and independent agencies with PHD, Initiative, Nunn Media and Hatched Media all believed to be in the mix.

All agencies contacted declined to comment. Comment has also been sought from Baker’s Delight.


Asos appoints “hybrid agency team”

Independent online retailer Asos has appointed brand experience agency DT and lifestyle communications agency The Mint Partners to represent its Australian operation.

The two agencies will work together to deliver campaigns across digital, social, influence, experiential and PR.

DT will lead strategy, ideas and implementation and The Mint Partners will lead strategic communications, brand profiling and showroom management.

Rachel Bremer, brand and communications director for ASOS, said: “As we set out to take the ASOS brand to the next level in Australia we need long-term marketing strategy support.

“Both DT and The Mint Partners demonstrated clever thinking, a rich understanding of our audience, and proven expertise during the pitch process. We’re really excited to have been able to assemble a collaborative team that will ensure our continued growth in the Australian market.”

DT has worked with ASOS for three years working on campaigns including the Asos Wedding Chappel.

In June, DT merged with sister agency Tongue.


AH Beard appoints PR agency

Australian bedding company AH Beard has appointed Stellar Concepts to handle its PR.

The agency has been tasked with implementing an integrated publicity and influencer outreach program in support of new product launches and build on the company’s rich history through brand profiling.

Hayley Cole, Stellar general manager, said: “AH Beard is a much loved Australian brand – it’s incredible how many people talk about the sleep they have had on an AH Beard bed, which has lead them to buy one of their own.  This is testament to AH Beard’s dedication to quality manufacturing and their continuous research into the way Australian’s sleep, to keep them on the forefront of innovation in their field.”


Howorth expands roster by 10

Ogilvy PR’s B2B and technology PR agency Howorth has added 10 new clients across consumer technology, B2B, enterprise technology, clean tech and local start-ups.

The wins include:

  • data centre provider, Equinix
  • consumer technology brands Incipio
  • video collaboration provider Logitech Group
  • the Australian Tax Office
  • digital commerce software specialists SAP Hybris
  • social network startup ClapIT
  • Apache Cassandra managed solutions specialist and Canberra-based startup Instaclustr
  • VR streaming platform startup Lens Immersive
  • Developer of advanced, low cost solar solutions, and Brisbane based startup Redback Technologies
  • Sydney start-up that allows you to show off your culinary skills with strangers at home and get paid for it, WelcomeOver

reymond communicationsReymond Communications expands lifestyle portfolio

Luxury and lifestyle communications agency Reymond Communications has won the accounts for QT Melbourne, Raw Studios and V-SUG.

The agency has been engaged to handle QT Melbourne’s public relations, events and influencer campaign.

Raw Studios has appointed the agency on an ongoing basis for PR and events while Swiss luxury brand V-ZUG has appointed the agency to work across PR and events.

Remond Communications has also welcomed Grange Road Egg Shope and Phillipe as new clients.


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