WPP splits Myer account across Ikon and Essence in partnership announced prior to redundancies
WPP agencies Ikon and Essence have entered a partnership to jointly handle the Myer account, led by Essence’s managing director, Jenny Pham. Mumbrella understands the partnership was announced a few weeks before the five redundancies in Ikon’s Myer team, revealed yesterday.
Industry sources say that one person is left on Ikon’s Myer account and that the five redundancies constitute a quarter of Ikon’s Melbourne team, which, before the redundancies, sat at approximately 20 people. Essence has taken on full digital responsibilities for the account, while Ikon retains overall responsibility for strategy, integrated channel planning, and offline media.
In an email seen by Mumbrella, Ikon managing partner Mel Roberts said Essence’s Pham will be “agnostic” when it comes to the now-shared Myer account.
“All reporting lines remain the same but functionally the team will all need to work very closely with Jenny and the Essence team,” read the email.
“As next steps, I will be working with Jenny on a timeline and for us to set up some meetings as a group to establish process, behaviours, ways of working so that we are all set up for success.”
Roberts added that it is an “exciting time of change” and an opportunity to develop “a new way of working with our largest client”.
The email was sent to Ikon’s Melbourne team on 25 June, with Roberts announcing that Pham was stepping into the role effective immediately in order to “hit the ground running”.
WPP has told Mumbrella the partnership began on 1 July.
“Partnership and collaboration is at the core of what WPP AUNZ always offers its clients. Our clients demand the best team and resources available and we are confident the new Ikon and Essence partnership will deliver substantial benefits,” said John Steedman, interim AUNZ CEO of WPP.
Lesley Edwards, Ikon’s CEO, added that Ikon is “delighted” to partner with Essence to provide Myer the “extended skills set and capabilities required”.
“We look forward to maintaining our long-standing and successful relationship with Myer and to our new partnership working with Essence.”
Ikon has worked with Myer for nine years.
Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
Linkedin
Does this mean Ikon to merge into Essence?
User ID not verified.
Seems like Ikon will only have a bunch of conflicting toy companies, Victoria University and Australian Catholic University. Good luck to the staff, hopefully they pick up some new business soon so there are no more redundancies.
User ID not verified.
Is it an obvious question to ask if Ikon have made five people redundant how does one person have “overall responsibility for strategy, integrated channel planning, and offline media” ? Poor Myer.
User ID not verified.
It’s not really a partnership if Essence pitches for the digital and won. A forced partnership would be a better term.
User ID not verified.
Seems like a bit of a fluff piece to me. The connection to mental health in yesterday’s articles makes it seem pretty heartless that Ikon are calling the recent turn of events “an exciting time of change”.
User ID not verified.
Is it an “exciting time of change” for the 5 you just made redundant? Honestly this is just appalling.
User ID not verified.
Why are they only working on a timeline now to establish process?Didn’t the “partnership” start in July? Does Myer know about this?
User ID not verified.
Seems like Ikon rushed out a media press release today to quiet down the static of the news from yesterday. If so, they certainly should have spent a little more time in writing it. It’s not a pleasant read.
I feel very sorry for the redundant 5, and perhaps even more so for those still employed.
User ID not verified.
I used to work for ikon under Sharon Cookson and the workplace culture was amazing. So sad to see what it has become over the last 12 months. First Mazda, now Myer.
User ID not verified.