MELBOURNE: Starcom has picked up the Mitre 10 media account from Mitchell & Partners in an extension of its remit for the Metcash Group.
The appointment consolidates the Metcash media account with Starcom, which was recently reappointed following a competitive pitch.
Starcom will appoint a dedicated Mitre 10 team to work out of its Melbourne office to service the account, which will be supported by the existing Metcash teams in each of Starcom's five state-based offices.
In March, Metcash acquired a 50.1% stake in the Mitre 10 business which sells wholesale merchandise to a network of 450 independent hardware stores operating under the Mitre 10 and True Value brands.
The acquisition of Mitre 10, which currently holds about 7% of the hardware market, positions Metcash against Westfarmers-owned Bunnings, and Woolworths, which has spent $87 million buying up the Danks hardware wholesale business with the view to launch its first big-box hardware store next year under the US brand Lowes.
M&C Saatchi handles creative for Mitre 10.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.