Myer has called a pitch for its digital account, putting incumbent STW Group-owned DTDigital on alert.
The retail giant said it was seeking to establish either a panel of specialist agencies or one comprehensive provider to deliver its "omni-channel strategy".
"Myer is pursuing the best sourcing model for Myer from a broad range of service providers by seeking a fresh view of what the broader market has to offer," it said in a statement.
"The incumbent DTDigital will be invited as part of the process as a key existing digital partner."
A spokesperson for DTDigital told AdNews: "DTDigital will be taking part in the pitch and we're really looking forward to participating."
Myer group general manager marketing and brand development Megan Foster said: "Myer has a strategy in place to become a leading omni-channel retailer and we’re looking for the best and brightest to help implement this strategy."
"We see the digital and online space as a significant opportunity and we want partners to move forward with Myer, with the ultimate aim of providing a seamless customer experience across stores, online and mobile devices."
The digital account encompasses social media, e-commerce, digital advertising, web design and email marketing. Submissions for expressions of interest close on 13 January 2012.
Badjar Ogilvy is Myer's retained creative agency while Ikon Communications is responsible for media buying.
Myer "Spring / Summer 2012" campaign.
Myer "Spring / Summer Online" campaign.
Myer "Summer Menswear" campaign.
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