Ikon wins $54 million Myer media

By AdNews | 20 November 2009

MELBOURNE: Ikon Communications has taken out the Myer's $54 million media planning and buying account ahead of opening an office in Melbourne next year.

Myer general manager of marketing Adam Stapleton confirmed to AdNews that Ikon Communications had beaten incumbent Universal McCann, OMD as well as MediaCom and Starcom who were added to the account in late October. 

Ikon Communications will be appointed the company’s media planning and buying service provider for the next three years.

From 1 January 2010, Ikon will be responsible for the management of all Myer’s media buying operations including bookings, planning and strategy recommendations.

Stapleton said the Ikon team were the stand-out candidates at the end of lengthy and thorough selection process.

“It’s an exciting announcement for Myer who have now become Ikon’s foundation partner in Melbourne.

"Ikon has some excellent credentials and genuine blue chip clients in Sydney -who wouldn't want to go on the journey in the Melbourne landscape.

“Ikon presented a dynamic and innovative strategy that is closely linked to Myer’s future marketing strategies.

“They also bring with them a highly credentialed and talented team that we believe is an ideal cultural fit with Myer,” Stapleton said.

Today’s announcement will also conclude Myer’s long-term partnership with media buying agency Universal McCann. The current contract between Myer and Universal McCann ends on 31 December 2009.

“I’d like to acknowledge the hard work and dedication from everyone at Universal McCann over the past six years,” said Mr Stapleton.

“We have enjoyed an excellent working relationship and on behalf of Myer I wish Universal McCann every success in the future.”

The pitch for Myer's media account had come down to incumbent Universal McCann and OMD, after Mindshare was eliminated from the running and Mitchell & Partners withdrew following its successful bid for rival David Jones.

Ikon managing partner Gary Hardwick and Ikon Melbourne managing director Ben Willee could not be reached for comment.

Myer kicked off its media review in July. Badjar Ogilvy who handles creative duties on Myer is part of the STW Group and was not under review as part of the current process.

Stapleton said the fact that Ikon and creative agency Badjar Ogilvy were both part of STW Group “was a nice coincidence rather than something that would sway a three year media and planning appointment. It didn't harm their position but didn't come into the thinking."

Myer had a main media spend of $58.7 million in the 12 months months to October 2009, up on $53.9 million in the previous corresponding period, according to Nielsen. Stapleton said this figure had been inflated due to Myer's advertising its IPO this year.

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