Woolworths-owned Masters Home Improvement has pitched out its creative account, with incumbent M&C Saatchi understood to be bowing out.
AdNews understands Masters is in the initial stages of reviewing its creative business.
M&C Saatchi is unlikely to recontest the business due to a conflict with Home Timber & Hardware. M&C acquired the Home account as a result of its merger with Samuelson Talbot & Partners in Melbourne.
Home Timber & Hardware, one of ST&P's key clients, is thought to be a bigger account than Masters.
It's unknown if the review was triggered by the potential conflict.
Home Timber & Hardware and its parent company, Danks, is two-thirds owned by Woolworths Limited. It has over 240 stores nationally.
Masters, which was touted to rival Wesfarmers' Bunnings, launched to great fanfare in 2011. Since then, it has opened over 30 stores, predominantly in Queensland and Victoria. It was a major sponsor of Seven's House Rules reality show this year.
Woolworths Limited reported home improvement sales of $1.23 billion in the 2013 financial year, up 49.6% on the prior period. Of that, $710 million was from Danks and $529 million was from Masters. Masters sales were up 262% on the previous year.
Woolworths had not returned requests for comment at the time of publication.
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