Vodafone media pitch is suspended
Days after promising that it was “business as usual”, Vodafone has suspended its media pitch in the light of its planned merger with 3.
This afternoon the company confirmed it had taken the decision to call a halt to the process, which was at its final stages.
The three finalists agencies – incumbent Ikon, PHD, and Universal McCann made their final presentations to the company several weeks ago.
But the process, which was one of a series of reviews around the globe, has become increasingly chaotic in recent weeks. First marketing director Craig Herbison departed. Then the merger was announced.
At the time, when Mumbrella speculated that the move could allow Mitchell Communication Group into the hunt – it already buys media for 3 despite its majority-owned sister agency MPG handling Optus – Vodafone insisted that it was “business as usual” and that the process would be concluded well before any merger took place.
But this afternoon a spokesman said: “Vodafone Australia has postponed the pitch for its national media account. Vodafone today informed the three short-listed agencies – Ikon Communications, PHD and Universal McCann – that the pitch would be delayed. Vodafone evaluated the leading media agencies in the Australian market during pre-qualification for the tender. Vodafone today commended each of the three short-listed agencies, saying that it has been extremely impressed by the capabilities and expertise demonstrated by Ikon Communications, PHD and Universal McCann. In the interim, Vodafone intends to extend its existing arrangements with Ikon Communications.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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This happens far too often. Agencies break their necks, put their personal lives on hold, to win pitches. Then have the rug pulled out at the last moment.
Just look at the last two big pitches – Fairfax was stinky as anything. Now Vodafone’s a mess.
Why on earth do agencies keep doing it to themselves?
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Why does this sort of thing happen? Because agencies allow it to.
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