Myer launches creative pitch

Myer launches creative pitch
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BREAKING: Retail giant Myer has announced a tender for its creative account.

Myer has said all creative agencies "now have the opportunity to join with an iconic brand in Australia’s leading department store and should register their interest to be part of the tender process".

It confirmed to B&T this morning that incumbant STW-owned Badjar Ogilvy will pitch to retain the business.

The pitch comes as something of a surprise given that Myer only extended its creative partnership with Badjar Ogilvy last October for another three years.

Myer group general manager marketing and brand development, Megan Foster, said this is a very exciting opportunity for "the best and brightest creative agency" to partner with Myer.

“Our marketing is undergoing transformational change. In response to changing customer preferences and technology, we are adapting our marketing, changing our channel mix, and moving to an in house digital model. A review of our creative agency is also appropriate as part of this process,” Foster said.

Meanwhile, the race for Myer's $50million-plus media account is down to the final two, with incumbent Ikon currently battling it out with PHD for the business. A decsion is expected soon on a winning agency for the account.

The 2013 Brand Desire report, revealed at MAD Week, showed that David Jones is winning the battle against arch rival Myer for the title of the nation’s most desirable department store.

Last month, David Jones hired Whybin TBWA to its creative account following a pitch, dropping M&C Saatchi.

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