SYDNEY: Ten-year incumbent Host today (15 January) made a shock decision to withdraw from the creative pitch for the lucrative Virgin Mobile account.
Host CEO Anthony Freedman said he felt the relationship between his agency and Virgin Mobile "had lost the special ingredient that makes for a successful future relationship".
"Without that I thought it would be better to withdraw from the pitch."
The move leaves 303 and Publicis Mojo in a two-horse race for the business that spent $14.5 million in main media in the 12 months to November 2009, according to Nielsen.
Virgin Mobile kicked off the pitch in November last year.
Ant Hearne, Virgin Mobile marketing director congratulated Host on an "outstanding job" over the past decade.
"We’ve had a great relationship with Host over the years; they have been an integral partner in the strategy behind our evolving brand.
"We thank them for their contribution."
Hearne replaced Jon Bradshaw as marketing director last August.
Freedman said Host's withdrawal from the pitch was in no way related to any change in personnel.
Virgin Mobile has had four different CEOs and four marketing directors in the time Host has been its creative agency, Freedman said.
Virgin Mobile's media account, handled by MPG, is not up for review.
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