303 MullenLowe Perth and Cash Converters have parted ways, ending their 10-year relationship, and kicking off a creative review, AdNews can reveal.
303 MullenLowe has confirmed it will not participate in the review.
At the end of last year, Dentsu Mitchell Perth won the $8 media account for Cash Converters, which previously sat with 303 MullenLowe.
Marketforce, Meerkats and Rare are believed to be in the pitch. It is tipped for Rare to land the account, having a long-standing relationship with Cash Converters CEO Mark Reid.
Reid previously worked with the agency at Bankwest and more recently at Greenstone Financial Services.
303 MullenLowe Perth MD AI Taylor says it was a "tough decision" to sever ties.
“It’s a tough decision to make but having worked with Cash Converters to great effect for over a decade we have elected not to participate in the review process being called by the new management team.
“Our partnership with Cash Converters has delivered some amazing results. We have been involved in every facet of their business and been a part of their very successful business transformation over the last 10 years.
"We’ve re-positioned the brand, re-launched the business and overseen the rollout of a new brand identity nationally and internationally."
303 MullenLowe was responsible for the 'Convert your thinking' platform, which Taylor says gave the brand new legitimacy in Australia, New Zealand and the UK.
"We step away very proud of what we have achieved and wish Cash Converters every success in the future. We are, of course, committed to supporting them as they transition to their new partner,” Taylor says.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.