Officeworks puts $22 million account in play
Steve’s breakdown: They say 8 agencies have already been invited but it still sounds like there might be time to sqeak in there.
MELBOURNE, Australia: Wesfarmers has placed its mammoth Officeworks creative account out to pitch, placing incumbent Ogilvy Group Melbourne on notice.
AdNews understands the Melbourne-based retail brand has invited eight agencies to present Request for Proposals (RFP) for its creative account at the end of this week. Three or four agencies are then expected to be shortlisted.
Ogilvy has been notified of the pitch and is expected to participate. Ogilvy first won the Officeworks account from Y&R Mattingly in 2002.
Sources have said the creative account will include digital and retail duties as well. Digital is currently being handled by the office supplies retailer’s digital agencies DTDigital and Atomic Media. Atomic won digital duties from Ogilvy Interactive two years ago and now works with Officeworks on a project basis. STW’s DTDigital is currently Officework’s lead digital agency.
It’s unclear if Officeworks is reconsolidating the digital account back into the main creative account or if DTDigital and Atomic Media will continue to work separately on digital.
Officeworks spent an estimated $22.4 million on main media in the 12 months to July 2011, down from $23.5 million in the prior period, according to Nielsen.
Officeworks did not return calls for comment at the time of publication.