OMD wins Suncorp’s media account
Omnicom’s OMD has been appointed Suncorp’s master media agency to manage the media planning and buying for the group’s brands including Suncorp, AAMI, GIO and Apia.
Mumbrella understands WPP’s MediaCom and Publicis Media were also involved in the pitch process.
OMD has won the media duties for Suncorp
Suncorp confirmed it was pitching its media account in August this year.
In March last year Suncorp consolidated its creative and media agency arrangement with Publicis Groupe.
After winning the account, Publicis created a bespoke model and used a team made up of talent from across various agencies in the group.
Since then, Suncorp put APIA’s creative account out for pitch after announcing it would no longer be working with DDB Melbourne.
Suncorp’s appointment of OMD comes six months after the financial services provider hired former M&C Saatchi GM Mim Haysom as its executive general manager of brand and marketing.
One month prior the company launched its new brand platform ‘Money with Sunny’.
The win for OMD comes just a couple of weeks after its Sydney managing director Yvette Mayer announced she would be departing the agency to focus on her essential oil business.
In August, OMD Australia appointed Sian Whitnall as its chief digital officer.
Last year, the agency managed to win the media duties for Simplot, Beiersdorf, Qantas and McDonald’s.
OMD’s clients include Qantas, Roadshow Films, McDonald’s, Target, Beiersdorf, eHarmony, Simplot and Bacardi.
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A series of excellent wins for OMD, truly a formidable force in the industry.
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Congrats to OMD and Suncorp
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That’s probably the biggest win of the year in terms of revenue. Well done to everyone at OMD.
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Gosh, OMD is a machine.
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Their first big win in years. All that amazing culture pays off. (PS. I think you’ll find Qantas was won in December 2014 and McDonald’s was a client-led realignment of the Qld part of the business, which OMD lost some years before; not really a ‘win’).
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Sian Withers…amazing talent.
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An amazing run by the Publicis team and especially to Starcom for so many years doing great work. Kudos should go to them for turning the brand into the powerhouse it is today.
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From my time in OMG and working as an ad tech rep (now working at a rival holding group), OMG have a dedicated culture team separate to HR who have worked really hard the last 5 years to make people who work there feel like it’s filled with purpose and an overall great place, regardless of votes in any best places to work lists.
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THis shows no one can compete with the strategic firepower of Buchanan and Gibson.
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Great client goes to a great agency! Slippery slope at Starcom for last two years
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Well done OMD. Well deserved.
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Whilst clients say they want new ‘one agency’ models with everything under the same roof to drive integration, procurement will push for the cheapest media possible. OMD can always offer the cheapest media being the biggest. Cheap doesn’t necessarily mean it’s right for the client either. Does this mark the end of the those full agency group responses?
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Who says OMD won due to cheap media?
Suncorp Group require much more than trading scale to succeed in an agency arrangement.
Probably need to give both sides more credit than that.
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I think suggesting OMD got this because they were the cheapest is misguided – any of the groups would have leveraged other clients spend to win this, so it’s a level playing field on cost.
What it does suggest however is that the ‘integrated’ model is not working when you simply push different businesses together within one holding group and expect magic to happen. The best media agency with the best creative agency for the client, is always going to deliver a better result than compromising somewhere so they can sit within the one group (with different P&Ls, and CEOs etc).
OMD are an excellent agency and deserve this win, well done.
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I daresay their years of experience with Bupa probably didn’t hurt…
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OMD, not quote the agency force it used to be. But a good win.
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