Abano Healthcare Group appoints OMD Brisbane as its media agency

OMD has today been appointed media agency across the consolidated Abano Healthcare Group account in Australia, following a competitive pitch process, with the appointment effective from 1 August 2022.

Abano Healthcare Group is one of the largest trans-Tasman dental support organisations with Australian brands including Maven Dental and 1300Smiles Dentists.

Welcoming Abano Healthcare into OMD Brisbane continues the growth of its local office. OMD Brisbane has worked with clients such as Sealy and Super Retail Group, and Chevron Australia Downstream.

In July 2021, OMD Brisbane was appointed as the media agency for Maven Dental Group following a closed review process. OMD Australia also revealed it topped both RECMA and COMvergence rankings.

OMD Brisbane was appointed by Maven Dental in July 2021 to manage media strategy, planning, buying, and additional specialist services. Abano Healthcare Group previously worked with two additional Australian digital agencies across its Maven Dental and 1300Smiles Dentists brands.

The competitive pitch process consolidates the Australian portfolio for Abano Healthcare Group with OMD as the sole agency partner. OMD is responsible for all media strategy, planning, and buying, alongside SEO, SEM, events, activations, sponsorships, corporate outreach, and research.

OMD Australia co-CEO, Laura Nice, commented: “We are delighted to be working with Abano Healthcare Group across the breadth of OMD Brisbane’s agency offering, supporting the plans to expand their network of leading oral healthcare brands. Driving partnerships of value is a key focus for our evolved ambition of Performance with Integrity for our people and our partners, we are thrilled to have the opportunity to deliver this for Abano Healthcare Group across their entire portfolio.”

OMD Brisbane’s head of the group, Nathan Fraser, who will lead the Abano Healthcare Group relationship, added: “We are excited to have the opportunity to build upon our existing relationship with Maven Dental to deliver a holistic agency offering for Abano Healthcare Group. OMD Brisbane is perfectly placed to support their business ambitions with our depth of capability across all services”.

Abano Healthcare Australia head of marketing, Scott Philipson, said: “We have had a strong partnership with OMD over the past 12 months and this consolidation of our digital program for both 1300Smiles Dentists and Maven Dental across Australia will allow us to grow and benefit from the entire OMD business. We are excited to continue to provide our clinical partners and their patients with the best possible resources to continue to have happy, healthy patients for life”.


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