Match takes $20 million-plus Woolworths Masters media business

By AdNews | 22 September 2014
John Preston

Match Media will handle the Masters Home Improvement account for Woolworths, tying up the last loose end of the drawn out pitch process that ended with Carat retaining most of its $200m-plus account.

Carat retained the account last month, bar the Masters business. Woolworths has now confirmed that independent agency Match is tasked with helping to turn around the fortunes of the struggling home improvements business. The agency, led by John Preston, will provide strategy, planning and media buying services for Masters.

It is not immediately clear whether the delay over the final element of the review was due to internal processes or because Match also handles Ikea. The Swedish retailer has accepted there is no conflict with Match handling the two accounts.

The Masters business spent around $17m in main media according to Nielsen estimates for the 12 months to 13 September. The total spend is likely to be north of $20 million given that Nielsen estimates do not include digital components such as search.

John Preston, founder & CEO of Match Media said, “This is a wonderful opportunity for Match and we look forward to working with the Masters team.”

Luke Dunkerley, acting head of marketing for Masters said, “Masters is a business with a huge appetite for growth in an exciting marketplace.

“We believe Match shares our competitive spirit and will make an excellent partner as we offer more and more Australian home improvers a fresh new alternative.”

The appointment ties up the last loose end of a process that began with an audit last November. News of the review broke in February, and after several plots twists and personnel changes, was largely settled in August.

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