Woolworths is yet to decide on the strategic element of media planning for its Masters hardware business.
The retailer last week confirmed that Carat would retain its master media account. In a statement, the retailer said that the Dentsu-owned unit would handle “strategy, planning and buying services for the majority of Woolworths’ media requirements under a three year contract”.
It is understood that the Masters brand is one the units that falls outside of that majority, although Carat will handle media buying for Masters.
It is not yet clear whether Woolworths will appoint an independent media agency to handle planning on the account, or take it in house, but Woolworths has acknowledged that Masters is underperforming and that it will be some years before the business, up against the Wesfarmers-owned Bunnings chain, will break even.
The retailer had not responded to request for comment at time of publication.
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