Melbourne full-service shop Quattro has taken the Chemist Warehouse media planning and buying business from MediaCom.
The independent agency has handled creative and other comms work for the chain for the last four years, with the total value of the account worth significantly more than the $10 million media aspect, according to boss Peter Quattro.
Mitchells had handled the account for years, but MediaCom won the business early this year. Quattro said it was recently asked to take over the account without a pitch "and we now manage it lock, stock and barrel".
Quattro said that the return to full service was likely to be a recurring theme for 2014. Havas Media recently launched in Australia and said it would work towards operating off a single balance sheet with Havas Worldwide. Earlier this month it emerged that Naked Communications had restructured as a full service agency.
"It's back in vogue," agreed Quattro. "We used to get asked whether we were confused about what we actually were, but we have always taken a one-brief approach. Clients are recognising that there is value in strategy, intelligence [and creative] developed under one roof."
TV networks, which are building out creative ad solutions units, faced the same challenges, and agencies would have to diversify with them, said Quattro.
He said it was easier for the independents to gear themselves up to accommodate that shift, and that the bottom line was simple: "Treat each day like its your first on the account and keep trying to prove yourself."
Updated: MediaCom Melbourne boss Peter Barrie has provided the following statement:
"MediaCom was appointed to plan and buy Chemist Warehouse's catalogue TV planning and buying only. The investment was $5m annually. We have worked closely with Quattro and the client throughout that time and understand the reasons for consolidating the business into Quattro. We wish Chemist Warehouse and Quattro all the best."
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