Australia Post has appointed Wavemaker as its new media agency of record, following a competitive pitch process.
Dentsu X has held the account since 2014, when it was Mitchell & Partners, originally winning it from UM. While Neilsen reporting originally had the account worth $5m, industry sources have stated the spend is closer to $15m.
"Following a competitive pitch process, Australia Post have awarded preferred supplier status to Wavemaker. Commercial negotiations are currently under way, with a full statement to be issued pending the outcome," a spokesperson for Australia Post told AdNews
According to sources, Australia Post has undergone recent internal changes, with the intention of positioning itself as a retail aligned brand.
In recent years, Aus Post has focused on driving strategic partnerships with major retailers and e-commerce platforms, becoming exclusive delivery partners.
Major wins for Wavemaker over the last six months include the reappointment to the South Australian Government media panel, as well as the media account for ride-sharing platform and Uber competitor, Ola.
The loss of the Australia Post account, adds to the list of recent media client exits for the Dentsu Aegis Network (DAN), which have included Super Retail Group, Virgin Australia, Asahi Beverages, the AFL and The Good Guys. Medibank also remains out to pitch.
Over the last six months, AdNews estimates DAN's media division has lost close to $275 million in billings.
Wavemaker has been approached for comment.
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