Five fight for $60m NAB media business

By By David Blight | 27 August 2012
NAB 'Break-Up' campaign by Clemenger BBDO Melbourne

EXCLUSIVE: At least five competitors have been approached by National Australia Bank (NAB) to battle for the lucrative $60 million media account, currently held by ZenithOptimedia.

While the bank would only confirm it has invited ZenithOptimedia to take part in the closed process, multiple industry sources have told AdNews the other groups asked to take part were OMD, Mediabrands-owned MBThree, GroupM and Aegis Media.

The bank would not confirm the number of agencies it has invited, so it is possible the list is larger, however a well placed source has suggested this is the full list.

After losing Westpac to MediaCom last year, OMD is an obvious competitor.

The same can be said of Aegis, which lost ANZ to PHD last year. However, it is unclear which Aegis agency will compete for the business. The group has been pushing its Vizeum brand particularly strongly of late.

The most obvious GroupM agency to compete might have been MediaCom in previous years, but the agency's victory in last year's Westpac pitch precludes it from the process. It is unclear which GroupM agency or agencies will bid for the business.

Meanwhile, Mediabrands-owned agency MBThree, launched last year to handle the Coles account, will also compete for the business. Sources initially informed AdNews that UM was the Mediabrands shop pitching, however the agency's recently acquired ING Direct account is considered a conflict.

The review includes the range of NAB Group's brands, including NAB, MLC and UBank.

In 2011, the group spent around $60 million on main media, according to Nielsen.

NAB's lead creative agency is Clemenger BBDO Melbourne. The review does not impact NAB's relationship with any other agency partners.

NAB has said it expects the process to be completed by November.

ZenithOptimedia has worked with NAB for six years.

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