OMD wins Pacific Brands pitch

pacific-234x67OMD has won the $16m Pacific Brands media account, Mumbrella can reveal.

The media pitch was handled internally and saw Initiative, Huckleberry, and OMD face off, with incumbent MediaCom choosing to withdraw from the process.

The win comes on the same day as the agency won the $14m RACV media account.

Pacific Brands’ CEO, John Pollaers said: “Our decision to appoint OMD was based on their strong strategic capability and track record in working across multiple business units.

“As we continue to apply a keen consumer lens to all our activities and broaden our retail base, OMD is well positioned to support our endeavours. We look forward to a healthy long-term relationship with great mutual success.”

OMD’s Melbourne managing director Steve Sinha said: “OMD are ecstatic to have been selected by Pacific Brands as their media agency.

“We have created a unique service model that is mutually beneficial for both parties and sets us up for a long term partnership. Pacific Brands have been a pleasure to deal with and we are looking forward to working with them on their iconic brands.”

MediaCom Melbourne managing director Peter Barrie last month announced that the agency had considered its position and “after careful consideration and dialogue it is clear to us that our businesses are no longer aligned.”

Last week MediaCom global CEO Stephen Allan told Mumbrella Asia that the account was unprofitable for the media agency..

Pacific Brands is an umbrella company for brands including Bonds, Clarks, Berlei and Hush Puppies.

Nic Christensen


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