Seeking closure: M2M shuts up its Kiwi shop

M2M International, which falls under the Omnicom Media Group (OMG) umbrella, has confirmed its closure in New Zealand following the departure of several key clients in the past 12 months.

Jo Reid, general manager at M2M International, says the top priority over the coming weeks is “the smooth transition of our clients to their future media agencies, ensuring M2M’s closure in New Zealand does not impact the continuity of services they receive or their communications.” The entire team of six will be disestablished, but she says they’re working hard to “transition them”.

Reid says M2M lost the Warehouse earlier this year and also Reckitt Benckisser, which she says was lost as a result of a global alliance change. And she ummed and ahhed about the media business for Cadbury, which is thought to have gone to Carat.

It’s been a fairly swift decline for M2M, which was born when Media Wise was integrated into OMG’s M2M International network just over a year ago. At the time, according to the Herald, the M2M International brand was supposed to hit the ground running in New Zealand with an established client base worth more than $90 million in rate card billings, ranking it the sixth-largest New Zealand media agency according to ACNielsen data.

As far as the impact on OMG, Reid says M2M was a relatively small piece of business and its other brands are still strong in the New Zealand market. There certainly hasn’t been too much positive news in that stable of late, however: Total Media lost long-time client Flight Centre to Ogilvy Media recently (and, as a result, got rid of the general manager position in Auckland), while OMD recently lost the comms, channel planning and strategy work for Fonterra to Naked, as well as the managing director of its Wellington office Matt Bale.

The business will cease trading on Thursday 30 September 2010.

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