Carlton United Brewers media account in play

By Brendan Coyne | 17 July 2013

The Carlton United Brewers media account is in play with a decision expected by October.

MediaCom has long held the account. It is thought that up to eight agencies will make the initial long list. That would put most of the major agencies in the running, although UM, due to its relationship with Brown-Forman is understood not to be pitching.

CUB confirmed to AdNews that the review was underway, but remained tight-lipped on detail.

"CUB has had a long and successful relationship with MediaCom. As part of our normal cycle of business operations, we are reviewing the media planning and buying services they currently provide to us across the Australian business," said corporate affairs director Jeremy Griffith.                  

"The process will commence in July and is expected to take approximately three months. It will be a closed exercise involving only those agencies expressly invited to participate. The scope includes media only, all other agency services remain unaffected by the review."

According to Nielsen, CUB spent $18.4 million on main media in the 12 months to July 2013, down from $20.5 million in the prior corresponding period. It is thought that including sponsorships and other elements, the account could be worth substantially more to winners.

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