OMD wins Under Armour media pitch
OMD has been appointed as the local media agency of record for Under Armour, following a competition pitch process.
OMD will be responsible for brand and performance media planning and buying across South APAC which comprises Australia, Singapore, Malaysia, Thailand, and Hong Kong, as well as China and Korea.
It marks the expansion of the agency’s global remit, as it has held the accounts in North America and EMEA since 2023.
“As that collaboration expands to a new market with its unique challenges and opportunities, OMD APAC will bring our industry-leading talent, tools and technology to the core mission of turning consumers into Under Armour customers and turning Under Armour customers into Under Armour loyalists,” said Charlotte Lee, CEO of OMD APAC in a release announcing the win.
The pitch process ran for six months and included agencies from multiple holdcos. According to the media release sent on Wednesday, OMD demonstrated “the ability to deliver data-driven capabilities and solutions that drive growth”.
It has “proven expertise” in the region due to strong leadership in China, as well as in its ability to consolidate brand and performance with a single agency team.
OMD Australia’s co-CEO, Laura Nice, said this appointment reflects the trust and shared ambition between the agency and the brand.
“We’re excited to deliver bold, localised solutions here in Australia, that accelerate growth and build brand love in such dynamic, high-growth markets,” she said.
Under Armour’s head of media and digital marketing, Dimitrija Georgiev, said OMD has “unmatched scale, sharp strategy, fresh thinking, and best-in-class analytics”, which makes them an “exceptional partner”.
He said: “As our brand continues to grow globally and lean further into a digital-first approach, this collaboration will help us stay connected, move faster, and maximise impact. We’re energised by what’s ahead and what we’ll build together.”
Earlier this year, OMD announced some serious leadership changes locally, with the departure of group MD Kenny Stewart, promotion of national MD Antonia Glezakos, and appointment of a new Melbourne MD in Rachel Page.
Across the wider Omnicom Media Group, other recent changes have included the retirement of Resolution Digital’s go-to-market media brand, the launch of an influencer marketing platform called Creo, and a new CEO at Hearts and Science APAC.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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