Qantas Expands OMD's Media Remit Across Seven Asian Markets
Qantas Group has expanded its partnership with OMD, part of Omnicom Media Group, appointing the agency to handle media operations across seven Asian markets following a competitive review. Under the new mandate, OMD will manage media strategy, planning and buying for Qantas and Jetstar in Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan and Japan.
- Client: Qantas Group, covering Qantas and Jetstar
- Agency: OMD, part of Omnicom Media Group
- New markets: Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan and Japan
- Won via: a competitive review
- Hubs: regional campaigns coordinated mainly from Singapore and Japan
- Existing relationship: OMD has handled Qantas media in Australia and New Zealand since 2015
One Network Across the Whole Region
The expansion consolidates Qantas Group's Asia media business under the same agency network that has run its home markets for over a decade, rather than splitting the region across separate incumbents.
Charlotte Lee, President of OMD APAC, said the expansion and consolidation reflect the strength of OMD's partnership with Qantas and the trust the two organisations have built across the region over many years. She said combining OMD's tools and technology with its talent and capabilities allows the network to simplify complexity, unlock growth opportunities and create more meaningful connections between Qantas and its customers.
The win follows Omnicom Media Group's global appointment to handle adidas' media account earlier this year, where PHD leads the business within a portfolio that also includes Google, Volkswagen, Audi and 7-Eleven. Taken together, the two wins point to a period of expansion for Omnicom Media Group's client relationships across major global accounts.
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