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# Bunnings reviews its creative agency account
- URL: https://www.promptthemarket.com/bunnings-creative-account-review-phd/
- Published: 2026-10-21T23:30:00.000Z
- Updated: 2026-10-22T06:09:04.000Z
- Description: B&T reported a process is underway, with the retailer declining comment; PHD won Australian media in 2025 and kept New Zealand this month.
- Author: Editor News
- Tags: Agencies, Australia, Bunnings, #author-xaviery-malinao

By **Xaviery Malinao** · 2026-10-21

TLDR

Bunnings is reviewing its creative agency requirements, B&T reported on 21 October 2026; Bunnings declined to comment and no timing is public. It follows Bunnings moving its Australian media account to PHD in 2025 and retaining PHD in New Zealand this month.

KEY TAKEAWAYS

01Bunnings is reviewing its creative agency requirements, B&T reported on 21 October 2026; Bunnings declined to comment and no timing is public.

02PHD Aotearoa was reappointed as Bunnings' New Zealand media agency on 8 October 2026, extending 24 years.

03Bunnings launched its own retail media network, Hammer Media, in March 2025.

04Bastion handles experiential and activation work in Australia and New Zealand, B&T reported.

05Bunnings has not disclosed its spend or a timeline for the creative review.

## What is under review and what is not

Bunnings is reviewing its creative agency requirements, and the process is underway, B&T reported on 21 October. Bunnings declined to comment, so neither the agencies involved nor a timeline are public. B&T reported that the retailer's current agency village includes The Brand Agency in Melbourne.[\[1\]](https://www.bandt.com.au/bunnings-warehouse-launches-creative-review/?ref=promptthemarket.com)

Media sits outside the review. Omnicom's PHD won the Australian media account in May 2025, replacing IPG's Initiative, which had held it since 2010.[\[2\]](https://www.bandt.com.au/phd-melbourne-nails-bunnings-media-account/?ref=promptthemarket.com) This month Bunnings reappointed PHD Aotearoa in New Zealand after a competitive review, extending a 24-year relationship.[\[3\]](https://www.mediaweek.com.au/agencies/bunnings-retains-phd-in-nz-extending-24-year-relationship?ref=promptthemarket.com) Bastion handles experiential and activation work in both countries, and Bunnings' marketing is led by Justine Mills.[\[1\]](https://www.bandt.com.au/bunnings-warehouse-launches-creative-review/?ref=promptthemarket.com)

## A run of agency decisions

The creative review follows a busy 18 months for one of Australia's biggest retail advertisers. In March 2025 Bunnings launched Hammer Media, its own retail media network, after trials in Victoria and New South Wales, offering suppliers access to its website visitors, stores, social channels and magazine, with 300 digital screens installed across 150 stores.[\[4\]](https://media.bunnings.com.au/api/public/content/31b4d404f8b546dd8bb653b5e0fe9509?v=9dc682b4&ref=promptthemarket.com) Mills called it "a significant step forward in our commitment to innovation" at the launch.[\[4\]](https://media.bunnings.com.au/api/public/content/31b4d404f8b546dd8bb653b5e0fe9509?v=9dc682b4&ref=promptthemarket.com)

Two months later the Australian media account moved to PHD, and in October the New Zealand media account was retained. PHD Aotearoa chief executive Abby Parkin said: "Our partnership with Bunnings has endured because we've continued to evolve and challenge the work we produce together."[\[3\]](https://www.mediaweek.com.au/agencies/bunnings-retains-phd-in-nz-extending-24-year-relationship?ref=promptthemarket.com)

## What is at stake

Bunnings has never disclosed what it spends. Reports in 2010 put its annual media billings at around $40 million, a figure B&T said is likely to be significantly larger now.[\[2\]](https://www.bandt.com.au/phd-melbourne-nails-bunnings-media-account/?ref=promptthemarket.com) For creative agencies, a retailer that has its own media network and a newly settled media agency is an account where the brief may look different from a classic brand pitch. Bunnings has not said what it wants from the review.

Related coverage

- [PHD keeps ANZ's media account after a pitch that ran almost a year](https://www.promptthemarket.com/phd-keeps-anz-media-account-after-near-year-long-pitch/)
- [Officeworks shifts media account from Initiative to PHD](https://www.promptthemarket.com/officeworks-shifts-media-account-from-initiative-to-phd/)
- [Airbnb recruits hosts in the Bunnings aisle](https://www.promptthemarket.com/airbnb-hosts-bunnings-aisle-onereach/)
- [Wavemaker takes Insignia's MLC media account from Kaimera](https://www.promptthemarket.com/wavemaker-takes-insignias-mlc-media-account-from-kaimera/)

SOURCES & CITATIONS

1. [Bunnings Warehouse launches creative review (B&T, 21 Oct 2026)](https://www.bandt.com.au/bunnings-warehouse-launches-creative-review/?ref=promptthemarket.com)
2. [PHD Melbourne nails Bunnings media account (B&T, 23 May 2025)](https://www.bandt.com.au/phd-melbourne-nails-bunnings-media-account/?ref=promptthemarket.com)
3. [Bunnings retains PHD in NZ, extending 24-year relationship (Mediaweek, Alisha Buaya, 8 Oct 2026)](https://www.mediaweek.com.au/agencies/bunnings-retains-phd-in-nz-extending-24-year-relationship?ref=promptthemarket.com)
4. [Hammer Media launch (Bunnings media release, March 2025)](https://media.bunnings.com.au/api/public/content/31b4d404f8b546dd8bb653b5e0fe9509?v=9dc682b4&ref=promptthemarket.com)

FREQUENTLY ASKED QUESTIONS

Which agency currently holds Bunnings' creative account?

Bunnings has not confirmed the identity of the incumbent on the creative account under review. B&T reported that Bunnings' current agency village includes The Brand Agency Melbourne; Bunnings declined to comment on the review.

Who holds Bunnings' media buying in Australia and New Zealand?

PHD holds media in both markets. PHD Melbourne was appointed to the Australian account in May 2025, and PHD Aotearoa was reappointed in New Zealand on 8 October 2026 following a competitive pitch, extending a 24-year relationship.

What is Hammer Media?

Hammer Media is Bunnings' dedicated retail media network, launched in March 2025\. It gives suppliers and advertisers access to Bunnings' website visitors, stores, social channels and magazine, including 300 digital screens across 150 stores.

[Xaviery Malinao](https://www.promptthemarket.com/xaviery-malinao/)

Xaviery Malinao writes for Prompt the Market on how brands and agencies are adapting to answer engines, drawing on Bushnote's work with clients across search, AI search and content.