Australian supermarket chain Coles has appointed OMD to its media business, ending a 13-year relationship with IPG Mediabrands’ UM.
Coles – alongside market leader Woolworths – is one of Australia’s biggest grocery chains and leading advertisers, spending around AUS$50m (US$36.5m) annually on ads. The pair are also under pressure from German discounter Aldi, which is increasing its investment in stores and media in the market.
The media planning and buying will shift to OMD Melbourne on 1 July. This incorporates a range of brands including Coles Supermarkets, Coles Financial Services, Coles Online, Coles Express, Liquorland, First Choice and Vintage Cellars.
Coles marketing director George Dymond said: “We are excited to join forces with the team at OMD to optimise Coles’ media planning and negotiations.
“OMD’s insights, audience understanding and integrated recommendations clearly demonstrated that they are a driven bunch who know the media landscape well and can leverage positive results for Coles.
“As part of this change we say goodbye to Universal McCann and we thank them for their unfailing support and dedication over the last 13 great years.”
Margie Reid (pictured below), OMD Melbourne’s managing director, added: “Working with Coles over the past few months has demonstrated their vision and approach of creating true partners and working in collaboration. We can’t wait to get stuck into their business together.”