Local industry takes a hit with iiNet’s national media to move to Sydney from November

Following its takeover by Sydney-based TPG, iiNet’s media planning & buying is being consolidated within TPG’s in-house marketing department from November 6.

While the move was expected, it’s still a major blow for media agency OMDWA as well as the local media industry.

OMDWA Managing Director Angela Nutton, who played a critical role in retaining the account earlier this year before the takeover, said she understood the decision but was still disappointed, and thanked local media representatives for their support.

“We have loved working with the team at iiNet but respect their decision to adopt a buying model that is in line with their new parent company’s philosophy. We will miss working with them and take some consolation from the thoughts expressed in their letter sent to us which read: As an extended member of the iiNet family, your unwavering commitment to our business hasn’t gone unnoticed. Thank you for playing such a vital role in the success of our marketing efforts and for being a constant source of support to our team.“

“Our success in delivering great media value to iiNet has in no small part been assisted by local media representatives and their national networks. I would like to extend my sincere thanks to all media partners who have assisted us in our service delivery to iiNet,” said Nutton.

The fate of the iiNet brand more broadly is still uncertain. Campaign Brief understands Marketforce is continuing to do creative work for it, and that TPG has said it wants to retain the brand. iiNet is a higher profile brand than TPG, but so was Ozemail when it was taken over by iiNet in 2005.