303 MullenLowe farewells Cash Converters after ten years with account tipped to land at Rare

303 MullenLowe has parted company with 10-year client Cash Converters, declining to participate in the current pitch process.

Group MD, Alan Taylor, issued a statement saying: “It’s a tough decision to make, but having worked with Cash Converters to great effect for over a decade we have elected not to participate in the review process being called by the new management team.

“Our partnership with Cashies has delivered some amazing results: we have been involved in every facet of their business and been a part of their very successful business transformation over the last ten years. We’ve re-positioned the brand, re-launched the business and overseen the rollout of a new brand identity nationally and internationally. The ‘Convert your thinking’ platform gave a new legitimacy to the business in Australia, New Zealand, UK and other markets and provided a powerful innovation platform that has contributed significantly to the business’s success.

“We step away very proud of what we have achieved and wish Cashies every success in the future. We are, of course, committed to supporting Cashies as they transition to their new partner.”

That new partner is widely expected to be Rare. The agency has a long-standing relationship with Cash Converters CEO Mark Reid, with whom they worked when he was at Bankwest and more recently at Greenstone Financial Services. Greenstone owns the Real Insurance brand, which Rare completed a major national campaign project for in February last year.

303’s situation was further complicated by the appointment of Alice Manners (pictured) as Cash Converters head of marketing.

Manners was trumpeted as the agency’s new Perth-based Managing Partner, Media at the beginning of February but resigned after four weeks* to take the role at Cash Converters. She replaced long-term marketing manager Glenn Donaldson, who had been with the company since 2006 and was a strong supporter of 303’s work on the brand, although the media account was moved to Dentsu Aegis Network in November last year.

The moves are seen as part of a wide-ranging shake-up of the Cash Converters business under Reid and chairman Stuart Grimshaw.

* An earlier version of this story said Manners resigned after five days with the agency but Campaign Brief has been advised she was employed from January 23 to February 17.