Hardware chain Mitre 10 and M&C Saatchi have parted company following the agency's appointment to Woolworths' hardware and home improvement business.
A source from Mitre 10 told AdNews it was a mutual decision for the companies to end the two-year relationship. The source also claimed the decision to spilt comes amid a creative pitch for the Mitre 10 account.
“We have been reviewing agencies for four months now. They dropped off the list for amicable reasons and the resignation is not an issue.”
Mitre 10 told AdNews the shortlist has been reduced to three agencies with a decision expected before Christmas.
In May, Starcom picked up the Mitre 10 media account from Mitchell & Partners as part of an extension of its remit of the Metcash Group, which acquired a 50.1% interest in the business.
The first of Woolworths' hardware and home improvement stores will be opened by mid-2011, with plans to open 100 outlets by 2015. The win by M&C Saatchi cements their eight year relationship with the retail giant.
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