Global accounts recently up for reviews
By Abimbola Mohammed
The marketing and advertising industry is no stranger to change, particularly when it comes to the relationships between brands and their agency partners. The decision to switch creative, media, or PR agencies is often multifaceted, driven by various factors that can impact the success of a brand.
One of the primary reasons brands change agencies is due to budget constraints. Economic pressures may lead brands to seek more cost-effective solutions, prompting them to explore alternative agencies. Additionally, the desire for cutting-edge technology and innovative solutions can drive brands to switch agencies.
MARKETING EDGE compiles the list of global businesses that were up for review in the last few months and the agencies that won the pitch.
Kimberly-Clark global media, creative assignments up for review
CPG Kimberly-Clark, the global maker of Huggies, Kleenex, Scott and Cottenelle, has put up its global media and creative assignments up for pitch.
The media review excludes the U.S., which was awarded to Publicis Groupe last year. Incumbents outside the U.S. include Omnicom Media Group and GroupM.
According to a statement by the company, “Kimberly-Clark is in the process of conducting a global RFP for media and creative duties (excluding our US media business). This is part of the implementation of our Powering Care strategy.
GroupM bags smartphone giant Honor’s $250 million global media account
Following a competitive pitch, WPP’s GroupM was appointed by smartphone brand Honor as its global media partner. Further, Honor has handed its China planning business to GroupM from Publicis. The partnership between GroupM and Honor spans a decade beginning in 2014.
From 2025-2028, GroupM will look into Honor’s global media strategy and buying business covering China and overseas.
GroupM will also leverage WPP’s global resources and talent advantages and further harness AI data technology in order to enhance the brand’s marketing strategies, media efficiency and effectiveness.
Westpac puts creative up for review, DDB to vie for reappointment after 12-year relationship
Westpac put its creative account up for review after 12 years with DDB. While the process is only in its early stages, Mi3 understands that Omnicom creative agency will be contesting the account.
Industry speculation suggests Accenture Song’s The Monkeys as well as Publicis Groupe are also on the pitch list, though both agencies declined to comment.
Publicis Groupe already has a relationship with the bank via its circa $65 million media account, including, Westpac, RAMS, ST George Bank, Bank of Melbourne and Bank SA, which Spark Foundry has held since 2020. Meanwhile, the French holdco services Westpac through a power of one solution in New Zealand, with Saatchi & Saatchi leading creative. The latter is also the creative incumbent on Westpac subsidiary St George, which was at one point under review last year, though the pitch was later put on hold.
Westpac is the second of the big four banks to call a pitch in recent months, following ANZ’s RFP in May. Leo Burnett, Dentsu, The Monkeys and BMF are all on the shortlist, according to reports.
McDonald’s Australia puts creative account up for pitch
McDonald’s has put two creative projects out for pitch alongside DDB, which has worked on the account since it entered the Australian market in 1971. DDB will remain McDonald’s main agency of record and will not be pitching for the two projects as the other agency will be chosen from the pool of globally aligned agencies.
ANZ Awards Creative Account to Leo Burnett
Leo Burnett has been appointed as ANZ’s new lead creative agency partner. Leo Burnett takes over from Special, which has held the account since being appointed in 2021. Special did not take part in the pitch process.
Prior to Special, TBWA had the account for 10 years after winning it from M&C Saatchi, which had it for 14 years.
The partnership represents a pivotal moment in ANZ’s ongoing evolution of its agency ecosystem, as it works to enhance its brand presence and drive strategic growth through innovative marketing initiatives.
Myer creative account to pitch
Australian department store Myer is pitching its creative account. Clemenger BBDO, which won the account after a competitive shoot-out in 2014, has decided not to re-pitch. Myer is entering a new growth phase with CMO Clarabella Burley who joined in July after a decade at Qantas.
Panera Bread puts creative business in review
The New York shop has landed lead creative responsibilities on Panera Bread after a review, outstripping two other agencies that the chain did not identify. Media spending on the assignment is estimated at more than $90 million.
The new agency succeeds Cramer-Krasselt, which had worked on the brand for two years. Mullen was Panera’s lead agency before that. Panera CMO Michael Simon acknowledged the turnover but said, “In the end, the work has to deliver the business goals.”
Spectrum puts creative and media accounts in review
Pitch follows the launch of a new brand platform and the hiring of a new creative chief at the cable giant.
Cable and internet provider Charter Communications, which operates as Spectrum, is conducting a review for its creative and media businesses, Ad Age has learned.
Asda launches review of creative and media accounts
Asda has announced a review of its creative and media agencies to ensure that its current suppliers continue to provide value to its customers. The review is a response to the evolving needs of Asda’s customers.
The review will be overseen by the business agency Ingenuity and will follow the guidelines of the supermarket’s “Pitch Positive Pledge”. The “Pitch Positive Pledge” is an initiative that advertisers, agencies, and partners can sign up to to improve pitching within the industry.
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