Net#work leaves Cell C pitch

Johannesburg - Net#work BBDO, the incumbent agency for Cell C, has withdrawn from the pitch for the R200m account.

This leaves four agencies in the running, thus satisfying critics who complained that five agencies on the shortlist exceeded pitch procedure recommendations of the Association for Communications and Advertising.

The four pitching on Friday are Ogilvy Johannesburg, Grey South Africa, MorrisJones and DDB.

The contenders for the media planning and buying account are The MediaShop, Carat, MediaCompete, Initiative Media and Starcom.

It's understood that Net#work felt the chances of an incumbent retaining an account after the client has called for a re-pitch are small. In a US study, it was put at about 10%. Net#work executives feel they would be better employed seeking new business than fighting the odds to retain the account.

At September's Loerie Awards, Net#work won a silver and bronze loerie for Cell C advertising.

- Fin24.com