Qantas appoints OMD for a three year contract

QantasOMD as been appointed the media agency for national airline Qantas, in a decision first tipped by Mumbrella on the weekend.

The decision comes after a competitive pitch which earlier last week saw incumbent ZenithOptimedia informed that it would lose the domestic marketing component of the account, which is thought to represent around two thirds of the airline’s $20m media spend.

Olivia Wirth, group executive brand marketing and corporate affairs thanked the ZenithOptimedia team for their hard work.

“We respect and greatly appreciate the work of the many talented people at ZO and thank them for their contribution to the Qantas business,” said Wirth in a statement.  

“We were impressed with OMD throughout the pitch processes and their strong alignment with Qantas’ future media planning and buying strategy.”

“In OMD we have chosen the agency that provides us with the most comprehensive and innovative ideas to help drive the Qantas brand into the future.”

Qantas will continue to work with Red Planet, Qantas Loyalty’s media, analytics and research services business, in digital media planning and buying.

OMD came close to winning the account in 2012 ending up in a two way face-off with ZenithOptimedia over the business.

2014 has seen OMD pick up brands Helloworld, Pacific Brands andRACV while earlier this week it also retained the $14m Dulux business after a competitive pitch.

According to Nielsen, in the 12 months to August Qantas spent a total of $34.5m on advertising however, this figure includes the $15m by Jetstar leaving the value of the Qantas media account at just under $20m. Jetstar’s media buying remains with Maxus.

Nic Christensen 


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