EXCLUSIVE: Australian retailer Chemist Warehouse has retained its full service agency Quattro Group while appointing MediaCom Melbourne to replace incumbent Mitchell & Partners on its $20 million media account.
The two agencies have taken the business after a three-way closed pitch which also involved the Aegis-owned incumbent. Quattro Group was also the incumbent.
Media planning and buying duties will be split between both Quattro Group and MediaCom.
According to the retailer, it is the "fastest growing retailer" in Australia.
Chemist Warehouse/My Chemist chief operating officer Mario Tascone said: “Quattro's track record is strong and consistent and they continue to prove to be a vital partner delivering real value to our business; while MediaCom impressed us with their data led approach to TV planning and buying, demonstrating that they fully understand our need for genuine ROI.
“Chemist Warehouse is dedicated to offering the largest range of health and beauty products at guaranteed low prices, making healthcare affordable for all Australians. Our substantial increase in media investment for the year ahead will deliver that message to all Australians with far greater reach, frequency and of course intensity than ever before.”
MediaCom head of implementation, planning and investment Nick Keenan said: “We are delighted to be appointed to work with the strong team at Chemist Warehouse. They are the fastest growing retailer in the country and we are looking forward to assisting them grow the business in partnership with Quattro Group.”
Quattro Group chief executive Peter Quattro said: “Whilst we have the capacity to outspend our competitors the real advantage comes from outthinking them. Working alongside Nick and MediaCom will further augment our broad yet robust offering to Mario and the Chemist Warehouse business.”
MediaCom will start working on the business alongside Quattro Group from 1 January 2013.
Chemist Warehouse spent an estimated $19.7 million on main media in the year to June 2012, up considerably from $10.4 million in the prior period, according to Nielsen.
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