Vodafone and 3 merger puts pitches in question

Vodafone and 3 are to merge their Australian operations, in a move which potentially throws the outcome of live advertising and media pitches for the brands into question.  

This morning’s announcement – subject to shareholder approval – would see Hutchison’s 3 disappear as an Australian brand while Vodafone would become a much bigger challenger to Telstra and Optus.

Owner Hutchison Telecom was in the early stages of a pitch for 3’s advertising account, which had been held by Campaign Palace. However, a source close to the process said that as far as he knew it would still continue.

And Vodafone had appeared to be on the verge of making a decision on its media business. A shortlist of incumbent Ikon, PHD and Universal McCann, presented early this year and had been expecting a verdict within days.