Pacific Brands names new roster

By By Darren Davidson | 25 November 2010

Pacific Brands has restructured its agency roster, with creative duties split between five agencies and MediaCom retaining its position as the lead media planning and buying agency.

Creative duties will be split between The Campaign Palace, Clemenger, AJF Partnership, Happy Soldiers and Three Drunk Monkeys.

In addition to MediaCom being reappointed, Naked will handle special projects, while Holler and Reactive will handle digital, and CHE will work on graphic design. MediaCom retained the business after beating OMD and Mitchell & Partners in a competitive pitch.

Pacific Brands Chief Executive Officer Sue Morphet said: "We believe these agencies will help us become a more efficient and powerful business in an advertising and media landscape which continues to evolve so rapidly.

"The agencies we have selected represent a mix of large and small agencies, which will provide us with an array of skills to meet our businesses’ needs in the ever changing consumer environment."

In August, Pacific Brands sent request for proposal (RFP) documents to eight agencies including five media agencies and three strategic consultancies. Shortly after the initial RFP to media agencies, creative agencies were approached.

Pacific Brands spent an estimated $13.2 million on main media in the year to April, down from $22.2 million in the prior period, according to Nielsen.

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