MediaCom will not defend the Pacific Brands business after a partnership of more than ten years.
No GroupM agency will take part in the review.
“Our relationship with Pac Brands has been built over many years and we have enjoyed many successes together,” Peter Barrie, managing director of MediaCom Melbourne, said.
“The team are immensely proud of the work we have produced.
“However, after careful consideration and dialogue it is clear to us that our businesses are no longer aligned. As an industry we are acutely aware of the challenges that face clients and their agency partners. We have to deliver on multiple levels to our staff, clients, business and shareholders.