Coles drops UM, appoints OMD as media partner

After a full media review and competitive tender, Coles has appointed OMD Melbourne as its new media agency partner, parting ways with Universal McCann after a 13 year relationship.

From July 1, OMD will take full media responsibility for all Coles businesses including Coles Supermarkets, Coles Financial Services, Coles Online, Coles Express, Liquorland, First Choice and Vintage Cellars.

“We are excited to join forces with the team at OMD to optimise Coles’ media planning and negotiations,” said Coles Marketing Director George Dymond.

“OMD’s insights, audience understanding and integrated recommendations clearly demonstrated that they are a driven bunch who know the media landscape well and can leverage positive results for Coles.

“As part of this change we say goodbye to Universal McCann and we thank them for their unfailing support and dedication over the last 13 great years.”

Says Peter Horgan, OMD Australia CEO: “We are proud to be working with such a sophisticated client in George Dymond and the team at Coles. I am incredibly proud of the team, and this partnership underpins the consistency and depth of OMD’s offering across our offices.”

Adds Margie Reid, OMD Melbourne Managing Director,: “OMD are thrilled at the opportunity to work with the Coles. Working with Coles over the past few months has demonstrated their vision and approach of creating true partners and working in collaboration. We can’t wait to get stuck into their business together.”