Myer opts for fresh agency approach in Australia

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MELBOURNE - Giant retailer Myer Grace Bros has caused a surprise by apppointing Box Emery & Partners, a Melbourne-based outsider, to handle its $12 million TV and radio business ahead of incumbent Young & Rubicam Mattingly and two industry heavyweights, George Patterson Bates and John Singleton Advertising.

Patterson Bates was considered a front runner following its strong lobbying of Myer over several years and its recent win of Coles-Myer's $55m-plus media account.

Box Emery Managing Director Wayne Wood admits the agency went into the pitch as a wild card but says the agency has been developing its creative and retail resources for several years, helped by the recent addition of a creative team formerly with the newly merged Y&R-Mattingly & Partners groups.

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