More bad news for Marketforce as Westnet walks and Brownes goes direct for media
Pressure on Marketforce has intensified in the last week with the loss of Wesnet and news that Brownes is going direct for its media.
Westnet has joined parent company iiNet at Meerkats following a pitch involving the two agencies. Wesnet, which operates regionally, is going to be maintained as a separate brand.
In what is believed to be a cost-cutting measure, Brownes is going direct for its media requirements, which principally involve promotions around key product lines such as its Chill range.
The latest losses mean Marketforce will be even more desperate to retain its flagship Lotterywest account, with a decision on the tender expected within the next two weeks.
UPDATE: Suzanne Perry, Group Marketing Manager – Brownes Foods, has responded to the above on their media arrangements:
“It is quite a shock to read this article. We are obviously veryconcerned that there is speculation in the market. We have a long termrelationship with Marketforce which we value greatly.”
33 Comments
Meerkats/Longtail. Any takers?
“Marketforce was once the largest agency in WA”
The comment from Ms Perry really only serves to muddy the waters though doesn’t it? She says they have a relationship with Marketforce but doesn’t say whether or not they have lost Brownes’ media business. Further, I wouldn’t have said CB’s article was speculation at all – to me, it’s presented as a statement of fact. So have they lost it or not? I’m assuming if they still have the business the article would be changed to reflect this. Either way, my sympathies to MF, it sounds like they’re having a hard time of it.
Sloppy journalism Martin!
But is it true or not Suzanne?
Suzanne may have a relationship with Marketforce but if they keep losing clients there won’t be a marketforce to have a relationship with!
Sloppy? Are you kidding 1.03?
After reading Ms Perry’s denial I’d say Martin’s journalism was spot on.
My source says media will be bought direct and strategy and creative stays at MF
“It is quite a shock to read this article. We are obviously very concerned that there is speculation in the market. We have a long term relationship with Marketforce which we value greatly.” – That quote’s right up there with “Peace in our time” by Neville Chamberlain in 1939! LOL
1:52
Creative comes out of Fonterra and what strategy?!
Sloppy or not, the Brownes reply has left the article’s point as ambiguous as Marketforce’s future. Roll on Lotterywest and fingers crossed for the agency.
Confidence.
Let’s face it, Brownes haven’t really set the world alight since Levi and Dave worked on the business. Still, if it pays for a couple of IPs for a suit or two at MF, must be worth fighting for…
@816
You have no idea what this business is actually about. It is business. Creative is a means to an end not the end in itself. I’m sure the powers at MF would gladly swap most of the metal in their cabinet for some stability at the moment – and I am sure most if their staff feel the same way.
Unfortunately I’m not sure this is the end of the bleeding at MF – but let’s hope it is.
3.21 Lets look at this putting friendships and history aside. MF have had the account for what seems like a lifetime. The work needs a fresh approach. To me that means that either MF need new creative to work on the account – should they retain it – or it should move. Nice fresh start. Mf must be struggling with the idea of keeping staffing levels as they are currently without considering new teams to work on Lotterywest. Money is firmy on it going- not sure where though – 303, Meetkats or Brand?
Could all the recent new clients to Meerkats work against them in the LotteryWest decision?
10.43
What a funny way of seeing things. There is a reason all that new business has gone to Meerkats: they saw something they liked, something they were not getting at their current agency. I would say that the current CB agency of the year, with a stash of shiny silver Cannes under its belt, a flood of new business wins and a differentiated WA-centered brand proposition would be a fairly compelling proposition for any client right now. Not to mention most other agency staff across town
10.43. That’ll be a no…and why would you think that?
3.21 I personally would like to see it go somewhere else. It looks tired, and feels like an old slipper…. it would take a brave man or woman to disagree.
6:12 true words indeed. LW has not had life in it since the days of “One Powerball” – it’s time for a change.
Guys Meerkats creative for youthful demos (ie Murchdoch account) just shows they’d be perfect for Brownes. They managed to realise that Murdoch is for dumbasses and that they’d think that electric eels under your house is a great new viable idea for electricity and thus Murdoch must be a great uni :S
The tone and tenor of recent Lotterywest work isn’t entirely down to Marketforce. There are a lot of restrictions on what they can portray these days.
Lotterywest is very sensitive about giving the impression that money solves everyone’s problems or that it’s the answer to a happy life. That’s why, for example, “One Powerball and I’m out of here” has become just “One Powerball…”
Lotterywest’s over-arching philosophy is much more about sharing and helping others. Considered in that light, you can see why the recent work is what it is.
It’s a tricky proposition. Lotterywest’s business is all about money but you can’t say it – at least not too overtly. The ‘Jars’ corporate tvc says or implies nothing about money.
So the account is not quite the ‘sky’s the limit’ creative opportunity it might once have been. If anyone in the tender is thinking they’re going to do the next ‘Hit Me’ or ‘Island of Bob’ they need to put those ideas back in the bottom drawer and start thinking caring, sharing and community.
Martin Trevaskis
Let’s be honest, on current showing, most of the agencies on the pitch list are more deserving of a lottery grant than a slice of the business, itself
2.24 Sorry you have completley lost me with that commment – care to explain?
If this appears twice my apologies. There were ‘issues’ with the puter so not sure if the fist one winged its way to CB or not.
Martin Thanks for your insight. personally I would like to see a little more honesty in the world today. I think people are generally tired of hiding behind a facade of pastel shades crappy feel good soundtracks and government agency watered down twaddle. Let grow some balls, be witty have more fun and breath some life into the world. Lets be bold and show some colour and personality. The fact is you win lots of MONEY. Some of it will do good some will turn to shit….so what. Lets concentrate on the emotions of winning isn’t that the reason they they sell tickets. Of course we could all pretend that if we win we’ll give some to the cats home, kids uncles aunts and then some to research. Yes…maybe after the fact. But Jesus lets breath some life back into human nature. No more vaseline lenses and stupid kids running around with karts and empty fucking jars…for f*#k sake.
Enough vanilla flavoured custard thanks…I’ll have some chocolate fudge.
Onya.
7:21
Bravo!
The punters aren’t buying lotto tickets because Lotterywest cares for the community, they buy it because they want the $X million to solve all their problems!
7.21. If you’re waiting to hear if your agency is going to win any of the lotterywest business, don’t hold your breath.
What you’ve missed is that the kid with the jars ad is for Lotterywest, which was set up to raise and disperse money throughout the WA community. It’s not an ad for Lotto, Scratch’n’win, Powerball, etc, which is how Lotterywest raises the money.
But I agree, the Lotto & Powerball ads should be all about winning money and shitloads of it. The mistake Marketforce and Lotterywest made is to try and make these all touchy feely and like the jar ad. The ads were a lot more fun and memorable before this.
7.21 & 8.14pm
I guess you’d get Tarantino to direct your next sanpro commercial, too?
Reading all the industry news these last few months, including this article!
Is it a reflection or indication of Marketforce’s offerings in the past few years and in the future?
MF have been used to bad news the last few months im sure .. are they immune too it now?
… changing of the guard maybe.
Complacency? Staff retention?
What next?
Crystal ball anyone?
9.36 and umm who did those ads?
9.36.
Blame the agency planners and client marketing managers. In the good old days, we used to look at the product, think of a clever or funny way of extolling its key benefits and go with that. Now, before the smart people get even a sniff of things, we have planners who waffle on endlessly about brand values and essences and insist we create ads about these instead. As they tend to be based on airy-fairy concepts like “compassion”, “empathy” and “trust” the end-product becomes equally diluted and wishy-washy, too. The trouble is, marketing managers absolutely love the planning process since it gets them out of the office a lot more and makes them feel like they are pretty darn smart. Which, of course, we all know is not true.
9.36 We are supposed to hear sooner than later. Unless you know something we don’t
They are certainly dragging their feet with the decision.
10.43 Decision end of July beginning of Aug – what a crock….