The 2024 roundup: These were the standout media pitches of the year
Mumbrella's Lauren McNamara recaps some of the huge media pitches of 2024.
Frustrations over the state of pitching have grown over the past year, with many arguing the process has significantly worsened.
Defined as the competitive process through which advertising agencies and consultancies win new business, presenting an advertising solution in response to a client’s brief, ‘the pitch’ is widely understood to be an intrinsic life-force of the advertising industry, but has often come under fire for being inherently flawed.
These criticisms span from its costly and consuming nature for both client and agency, to its inability to encompass the true scope of an agency-client relationship. It has thus been a point of friction in the advertising industry for as long as most adland veterans can remember.
Nevertheless, pitch consultancies including TrinityP3 are working to improve the experience for both client and agency, by first breaking down the key issues. Of the 77 pitches studied in the inaugural report, the majority took two to three months (56%), did not pay the agencies pitch fees (89%), and did not have the agency assign IP as part of the process (73%). 77% required the agencies to prepare speculative creative work, a media trading exercise, or both, with 84% not using an online tendering system.
Let’s hope we see some change in 2025.
In the meantime, here are some of the standout media pitches of 2024.
MLC
In January, MLC’s parent company, Insignia Financial Group named Kaimera as the new media agency of record for the superannuation brand, Mumbrella revealed.
It was a significant win for the independent media agency, which was tasked with media strategy, planning and implementation for the account, understood to be worth around $7-8 million.
“Our partnership with MLC marks an exciting milestone in our journey,” Nick Behr, founder and CEO of Kaimera said at the time. “The shared vision and enthusiasm of our teams in Sydney and Melbourne are the driving force behind the innovative strategies we’re crafting for MLC’s next campaign.”
Kari Arnison, general manager of marketing strategy and execution at Insignia Financial Group said Kaimera’s data-centric approach and comprehension of the sector resonated throughout the pitch process.
“We are confident that Kaimera’s dynamic strategy will support our initiatives and ambition to provide financial wellbeing for all Australians.”
Spotlight Retail Group
Also at the start of the year, Nunn Media confirmed its win of Spotlight Retail Group’s media account, which is understood to be worth $90 million. Three agencies, including incumbent PHD and Nunn Media, were involved in the pitch process, which was run by pitch consultants Madclarity.
Nunn Media has taken on full media duties across the SRG portfolio of brands, including Spotlight, Mountain Designs, Anaconda and Harris Scarfe.
“It’s pleasing to see the Spotlight Retail Group again recognise Nunn Media for its operational scale, digital expertise and ability to execute campaigns that drive tangible commercial results,” Matt Nunn, managing director of the agency, said in January.
The win marked the latest chapter in what has been a long and prosperous relationship between Nunn Media and SRG, with the independent agency having previously held the company’s media account after acquiring its then-agency partner Kruse Media Services in 2013.
Honda
In February, Honda concluded its first media pitch in a decade, and appointed indie agency Howatson+Company to lead the account. It also drove away with the creative account.
As revealed by Mumbrella when the appointment was still in the contract stage, it was shortly confirmed that Howatson+Co would work in a hybrid model alongside the brand’s new in-house agency in a bid to optimise efficiency and creativity.
“Honda is one of the most valuable brands in the world. The opportunity to work with Belinda and Terri to continue this legacy is a dream for both myself and the entire agency. We’re honoured to become part of the Honda family,” said Chris Howatson, founder and CEO of the agency.
Honda’s general manager, customer experience, Belinda Cusworth, said at the time: “With our rich brand heritage, the establishment of an in-house agency, coupled with new external partners, positions us to drive greater effectiveness in our marketing efforts. We’re thrilled to welcome Terri Golder to lead our reshaped marketing function.”
Crown Resorts
Initiative was named the new media agency of record for Crown Resorts in February, as the brand looked to continue the next chapter of its transformation, reinforcing its entertainment offering as the gambling sector faces increasing scrutiny.
Speaking to Mumbrella, then-CEO of the agency, Melissa Fein, explained that after working previously with the brand on media planning and strategy, the win opened up a “more buoyant relationship” between Initiative and Crown Resorts, with an expanded full service remit that will include performance and digital.
“As a proud Melburnian, I’ve always seen Crown as an iconic brand. Combine that with Initiative’s footprint mirroring Crown’s; our shared belief in the power of culture to grow brands; and all the positive impact we’ve created via our strategic project-based work to-date, it feels like we have all the makings for a powerful partnership.”
Notably, the outcome saw the media account move away from dentsu’s Carat for the first time since the entertainment group’s 1994 launch.
DuluxGroup
As revealed by Mumbrella, DuluxGroup took its master media account to pitch in March as its contract with the incumbent, OMD, was coming to an end.
And in October, it was confirmed that IPG’s Mediabrands would take on the account. To service the masterbrand – which includes the likes of Dulux, Cabot’s, Porters Paints, Selleys, and Yates – Mediabrands created a bespoke agency offering, ‘TeamInspire’.
“DuluxGroup chose to work with us based on our broad expertise; a clear strategy that delivered its vision; and our clear understanding of the brand’s ambitions, as well as our appreciation for the nuances of the retail sector,” said Geoff Clarke, COO of the agency.
“TeamInspire brings together some of the very best media experts from across the group and we have built a highly proficient team of craft leading specialist that will deliver an outstanding and strategic media function for DuluxGroup.”
Nestlé
In 2023, Mumbrella revealed Nestlé Oceania’s $50 million ANZ media account was going to pitch, where GroupM was invited to take part alongside Publicis Groupe and the incumbent UM Australia.
In April, it was confirmed that GroupM’s OpenMind won the pitch, with responsibilities spanning brands including KitKat, Allen’s, Nescafé, Milo, Maggi, Uncle Tobys, Nespresso and Purina. Last year, Nestlé appointed OpenMind to its European media account, and it is understood the bespoke model has been replicated locally.
“We were immediately excited by the Nestlé ambition and have loved working through this process with the team,” Aimee Buchanan, CEO of GroupM ANZ, said in April.
“Our proposed combination of capability, innovation and technology resonated as a vehicle for growth.”
Nova Entertainment
Also in April, GroupM’s Mindshare was named the new media agency partner by Nova Entertainment, as revealed by Mumbrella.
Understood to be worth $9 million, the agency was tasked with servicing the entire Nova portfolio, including Nova Network, SmoothFM, FIVEAA, Star 104.5 and the Nova Podcast Network.
“Mindshare was ultimately selected for their strategic response [to the brief], their understanding about business objectives and how that relates to our media strategy going forward, and also, being part of GroupM, they will be a scale partner for us, which is pertinent,” Adam Johnson, chief growth officer at Nova, said.
Maria Grivas, CEO of Mindshare ANZ, added: “Throughout the process we were excited by Nova Entertainment’s appetite for transformation and growth. Our teams are thrilled to bring Mindshare’s approach towards this to Nova Entertainment, delivering strategic thinking and innovation across their portfolio of leading radio, podcast and live music brands.”
Australian Government
In August, UM Australia extended its relationship with the Australian Government, with confirmation it would continue to service the master media account. It first won its media account in 2018 and in 2021, retained it.
The remit covers media buying, planning and strategy for each of the Government’s media channels.
“There is no greater accolade than being reappointed to the Australian Government master media contract,” said Brett Elliott, UM’s managing director, government.
“[The team’s] expertise has been reflected in the incredible work we have always delivered; being reappointed to the account provides an exciting opportunity to further build on our shared successes.”
Reckitt Benckiser
Finally, for the first time in 14 years, Reckitt – which owns a number of leading brands including Mortein, Nurofen, Dettol, Scholl, Air Wick and more – looked for a new agency to manage its media buying and planning.
Earlier this month, it was confirmed that Omnicom Media Group won the account, marking the end of Reckitt’s long-term partnership with Publicis Groupe’s Zenith Media, which first won the account in 2010.
Florence Paoli, ANZ marketing director, Reckitt Hygiene, said: “Omnicom Media Group (OMG) is known for its data-driven, people-first approach, which perfectly aligns with Reckitt’s strategic vision.
“As we begin our partnership with OMG, we look forward to an exciting year of driving success, as well as pushing the boundaries of consumer engagement through innovative TV and offline strategies.”
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
Linkedin
topics
2024
Australian Government
Crown Resorts
DuluxGroup
Honda
Media
Media agency
Media pitch
MLC
Nestle Oceania
Nova Entertainment
pitch
Reckitt Benckiser
Spotlight Retail Group
wrap up
Have your say