Starcom Melbourne takes Home Timber and Hardware Group media account from Dentsu Aegis
Home Timber and Hardware Group has switched its media account from Dentsu Aegis to Starcom Melbourne without going through a pitch.
Starcom Australia CEO Tony Barbour noted the agency has worked with Metcash – the wholesale distribution and marketing company which acquired Home Timber and Hardware Group in 2016 – for over a decade.
Following the acquisition, Metcash, which also owns supermarket brand IGA, created the Independent Hardware Group which is charged with leading the Home Timber and Hardware Group and Mitre 10 brands.
Starcom Melbourne managing director Peter Toone said winning the Home Timber and Hardware Group media account presented a rare opportunity for the media agency.
“To be able to work with not one but two leading hardware brands is a rare opportunity, and one we are very excited to be able to fulfil. Both Mitre 10 and Home Timber and Hardware have a strong track record in building their brands and giving them a unique role in Australia’s hardware landscape,” he said.
Barbour said the agency’s experience with parent company Metcash put it on the front foot.
“We’ve been fortunate enough to work with the Metcash group for over a decade, giving us a deep insight into their business and category, experience we look forward to applying to the Home Timber and Hardware business.”