MediaCom will not pitch to retain Pacific Brands.
News that the company, owner of brands including Bonds, Clarks, Berlei, Holeproof and Superdry, was pitching its main media account emerged earlier this month.
The pitch is being led by internal procurement. MediaCom had retained the business last time it was pitched holding off challenges from the likes of Ikon, Mitchell & Partners, OMD and ZenithOptimedia.
According to Nielsen data for the calendar year 2013, the account is worth $16 million in main media spend.
“Our relationship with Pac Brands has been built over many years and we have enjoyed many successes together.
The team are immensely proud of the work we have produced," said MediaCom Melbourne MD Peter Barrie.
"However, after careful consideration and dialogue it is clear to us that our businesses are no longer aligned. As an industry we are acutely aware of the challenges that face clients and their agency partners. We have to deliver on multiple levels to our staff, clients, business and shareholders. "
"We wish Pac Brands and their team every success in the future, we will continue to deliver exceptional work and ensure that there is a seamless transition to their new media agency partner, when selected.”
He noted that no Group M companies were pitching for the business.
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