Petbarn parent company appoints OMD to $10m media account

The parent company of Petbarn and Greencross Vets, Greencross, has appointed OMD as its media agency off the back of a competitive pitch process, ending Vizeum’s run with the account.

The Omnicom Media Group agency took over the media strategy, planning, and buying account, which Mumbrella understands is worth around $10 million, in November.

“OMD will be a key partner for us as we go-to-market with a more differentiated customer and brand proposition,” commented Greencross’ chief marketing and digital officer, Adriane McDermott.

“We are already benefitting from their strategic insights.”

The agency’s CEO, Aimee Buchanan, said the team is “thrilled” to be working with the “leading brands”.

“This is a multi-faceted business, with increased demand across Australia. We are looking forward to delivering a holistic media approach across their portfolio that delivers business growth,” she said.

The Sydney office’s managing director, Laura Nice, added: “Pets are much-loved and important members of the family for OMDers, and Australians as a whole. Greencross covers the whole spectrum of the pet ownership lifecycle and we are excited to partner with them in supporting pet parents throughout this journey.”


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