DTDigital fights off competition to hold onto Myer

DTDigital fights off competition to hold onto Myer

EXCLUSIVE: After a pitch that ran for just short of a year, department store giant Myer has announced it will continue to work with incumbent DTDigital.

B&T Magazine
Posted by B&T Magazine

The retailer confirmed that DTDigital would continue to work on its omni-channel strategy in late November after it kicked off the digital pitch almost 12 months earlier in December 2011.

A Myer spokesperson told B&T: “Myer in late November confirmed as part of its Digital Services model that it will continue partnering with the DTDigital group as part of a new hybrid model of in-house and outsourced services to support its digital strategy.”

“DTDigital will continue to provide outsourced digital specialists and expert support to an expanding in-house Myer Digital Team.

“This hybrid model will combine to provide a range of digital services as part of the delivery of Myer’s omni-channel strategy.”

B&T understands that more than 50 agencies took part in the open pitch for which expressions of interest closed on January 13.

The decision to retain DTDigital, which has worked with the brand since 2007 and is part of the STW-group, comes after Myer renewed its contract with fellow STW-owned advertising agency Badjar Ogilvy in October.

Myer’s media buying is handled by Ikon Communications.