IKEA media set to move to Mindshare
IKEA’s WA & SA media buying is set to move to Mindshare following the appointment of Meerkats as its creative agency.
IKEA is currently undertaking a review of its media involving Mindshare and the incumbent OMD, however OMD faces an uphill battle to retain the business given Mindhsare is Meerkats’ preferred media partner and already handles several of the agency’s clients including HBF and iiNet.
Meerkats Director of Channel Planning, Mark Pinney, and OMD WA General Manager, Adam Marshall, know each other well having been founding joint MDs of Maxus Perth, though this is not expected to influence the decision one way or the other.
Some Perth media representatives were dismayed when HBF and iiNet moved to Melbourne-based Mindshare, claiming it would lead to a poorer level of service on the accounts. However the initial misgivings have been largely assuaged and the relationship between clients, Meerkats, Mindshare and local media is believed to be working relatively smoothly.
25 Comments
Yep smoothly but hey what about the jobs for Perth people? WA has limited work so why should it go to eastern states people. It not only effects the advertising industry in WA but it goes down the line right down to the actors/ the boom operator and everyone else involved in the whole industry.
Boom operator?! Wouldn’t it be nice to have budgets that big! I suppose you mean the sound guy.
A move in media doesn’t influence production.
And if the media company’s gave good service, much like an agency, there wouldn’t be the need to move the account… would there?
If these clients seriously think they will get as good value with their media spend in the WA market, whilst buying out of the Eastern States – they are so far off the mark it is laughable. Their budgets will no longer go as far as they did when buying locally. You can listen to the Eastern States agencies tell you how they have far more clout all day long, the fact is – it is bullshit.
Meerkats are killing it-the local media industry that is.
The fact that Meerkats is taking most of its production and media buying east is a damaging trend for the WA industry which, it should be noted, voted Meerkats its Agency of the Year.
The sooner we stop our sycophantic worship of this bunch and start protecting our patch, the better for everyone.
Maybe the judges of Agency of the Year should include a weighting – to take into account what the nominated agencies put into the local market
Maybe the WA market should offer a service as good as the east and the media will stop going over there?
Maybe we are all mistaken in thinking HBF’s profile and standing in this market were built up over a sustained period of time by the great work and service of the good ol’ locals. HBF enjoyed fantastic value and opportunities from their media spend for more than 20 years, buying locally. But hey – it’s no surprise that these guys know better than anyone else.
4:50 and rest…
Why should agency of the year have anything to do with where the media was bought?
If Media Decisions / OMD and other locals want to retain their business they need to fight for it. This is a global industry – we’re not living in a bubble.
“Protecting our patch” – oh please. Maybe we should leave a nasty note in their locker…or organise a fight behind the bike sheds….
Last time I checked HBF were a WA only insurance company, not a global one.
For the benefit of everyone living in the Western Australian bubble ?
I can’t see what all the fuss is about. Surely this will just mean more free time for local media people to attend the seemingly endless rounds of WA media jollies?
Mindshare in Melb is already talking about how excited they are to pick up ikea.
What you all fail to realise is that when bookings are made on WA stations out of the east, the revenue is not attributed to the local station. So, WA-based clients booking out of Melbourne or Sydney are paying top whack because they don’t have the support of the local stations – and everyone else pays a premium so the local guys can reach their target. Get your heads out of the sand …
7:34, 4:06
If buying from a WA agency is so beneficial why are people moving over East? “If” they are paying more for media out of the East Coast then why on earth would they move? Either for:
– Better Service,
– More flexibility, or
– Lower cost.
No one is going to move their media buy over east to pay more with no benefits…
HBF may be a WA firm, but the media buys can be achieved nationally. Get your head out of the sand!
It doesn’t sound like 10:06 works in media… I agree with 7:34.
It’s very important that the local media is supported with media buys from within WA otherwise, like 7:34 said, the revenue is not attributed to the local stations. Therefore they need to work much harder for the money, which in turn means they are unable to give local clients great deals and great service (which most of them do!).
Any local client who moves their media buying East is in fact hurting every other WA client and the advertising industry here.
Bad form.
1:04
All I am saying is why should a client be loyal to a media buyer?
Do you buy all your groceries from WA owned Supermarkets?
Do you buy only Australian made cars?
Do you buy only locally made furniture?
Is your milk “Harvey Fresh”?
If no to any, by your logic, you are disloyal to WA.
If the WA media want to keep their clients, they need to lift their game. It’s a competitive market out there.
I find it quite hilarious that a retail giant, such as IKEA, that depends on the strength of the WA economy to drive sales, would pull money from the hands that feed them and send it over east.
Sloppy thinking for the sake of being different. As hard as it is to admit, we all hate MF but at least they’ve been true to WA.
Think about it IKEA and Meerkats!!!
10:02 The service isn’t better at Mindshare (I’ve heard first hand) they just offer a perceived cheaper deal because they have other lynchpin clients that can be their income anchors. However it costs them more as the clients budgets now don’t stretch as far and as a result sales are stagnant.
They are less flexible because of the time difference and apparently you have to wait 3 days to get a response some times as they have a form of ticketing system. GREAT SERVICE
HBF, iiNet, Ikea.. are all just another average client on the list over there and are given the usual rates, where as here in Perth their budget is very important and given great value and service, as mentioned in other posts.
The fact is there are countless companies who have realised this and buy locally or buy all their markets out of Perth. These accounts should separate their creative from their media, instead of letting creative minds come up with a poor monetary decisions. Who says you have to use a big media house for buying?? There are plenty of talented agents around town who could finally make these accounts thrive!!
Seems anyone with relevant insight suggests this is a bad idea, and people with no facts or evidence are defending the idea. Only a matter of time til they return home.
Have Mindshare even heard of the Mandurah Mail?
Subway, IGA, Ashley & Martin – all huge clients buying locally and Bankwest coming back to buy locally. I’m sure there are many more examples of clients smart enough to realise the commercial reality and the value they get as a result.
11.50 you don’t get it – it’s not about being loyal to a local media buyer, the loyalty is to the local media and the huge commercial benefits in return.
The front and back pages of today’s West prove what a bunch of hypocrits Meerkats really are.
Their Police & Nurses ad telling people to support local business and not the eastern states banks.
I’m sorry you people are crazy.
You’re supposed to be marketers and you can’t even market the benefits of buying media locally to the punters.
You’d all rather sit around crying over it. REALLY boosts confidence in the WA ad industry.
The smart clients know the benefits of buying locally, they don’t need a marketing campaign to spell it out to them.
They’re not crying, they’re LAUGHING – getting far more for their budgets and they obviously have full confidence in the WA industry.
What about IKEA SA – should they be buying their media from WA or from SA…