Four briefs in Coles pitch

4 March 2016

Coles owner Wesfarmers has officially put briefs in the market for its media pitch, AdNews understands, and it includes briefs for the Kmart, Target and its liquor business.

It is thought that all big six media networks will be in the running with IPG Mediabrands, GroupM, Publicis and Omnicom Group all keen to give it a crack.

Dentsu Aegis is out of the mix because Carat holds the Woolworths account.

The account currently sits with IPG's UM and the agency recently appointed former Coles and Woolworths CMO Tony Philips in a consulting role – presumably to help retain the business.

Coles is one of the biggest spending advertisers in Australia. Last year it spent in the region of $50 million, according to Nielsen.

Locked in the duopoly battle with Woolworths, Coles has over the last eight years dug itself out a hole and turned itself around from a under-performing supermarket losing market share to quite the opposite.

If, as has also been suggested, the entirety of Wesfarmers business were to review its media – it would be well over $220 million of business up in the air. That is a lot, to say the very least. It would affect countless agencies and would dominate the next six months at least.

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