Bunnings appoints PHD to media account
Bunnings has handed its media account to PHD, following a competitive pitch process.
The win marks the end of Bunnings’ relationship with incumbent Initiative. The IPG agency held the account since at least 2010, when it was worth around $40 million in billings.
First reported in B&T, Mumbrella has confirmed the win, which Initiative did not contest. Instead IPG Mediabrands offered a bespoke solution, which pitched against PHD, as well as agencies from GroupM and Publicis Groupe.
PHD, Bunnings, and Initiative declined to comment.
It marks the continuation of a strong period for PHD, having retained Volkswagen’s global media account, and won Asahi Group and Zurich Australia’s media accounts.
According to a 2024 Comvergence report released in March this year, PHD ranked second in Australia for new business wins, picking up AU$150 million in new accounts. It trailed IPG’s UM, which had AU$215 million in billings.
Meanwhile Bunnings is also having a strong 2025, having launched its retail media network, Hammer Media, earlier this year.
Hammer Media will access over 14 million monthly website visitors and extensive in-store traffic, offering highly targeted campaigns using coveted first party data. It is understood to have an omnichannel approach, building through external platforms like Youtube.
As part of the launch, it has installed 300 LED screens across 150 stores, signifying its large investment in digital infrastructure.
Bunnings appointed Coles Media’s strategy head Sam Hegg as its head of retail media ahead of the launch.
Related Content
SUBSCRIBE
Sign up to our free daily update to get the latest in media and marketing.
