Michael Hill Jeweller has controversially opened up its pitch to overseas agencies, putting incumbent McCann on notice.
The Agency Register has been hired to handle the pitch consultation process, which is said to still include McCann. However, it's unclear in these early stages which international agencies have lined up for the business.
Michael Hill Jeweller has stressed they are not severing ties with McCann, however it has revised its marketing strategy and is looking to take on a new direction.
McCann has been told by Michael Hill Jeweller they will be invited to pitch, however the agency said it was still awaiting an invitation. Once received, the agency will decide whether to enter the pitch process.
The news is reminiscent of the Commonwealth Bank's decision to hand its creative duties to Goodby Silverstein & Partners in San Francisco in 2007, instead of considering some of the top Australian agencies.
Michael Hill Jewellers reported a 33% profit increase in the last financial year, however a source close to the company said it wants to do better and believes a potentially larger agency could hold the key to unlocking future growth.
By Erin Smith
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