Tabcorp appoints Dentsu as media agency
Tabcorp has selected global agency Dentsu to lead its media planning and buying activity after a closed agency review. Tabcorp’s selection of Dentsu will signal the end to a long-term relationship with OMD.
Tabcorp is the largest Australian owned racing, sports and wagering entertainment company.
Tabcorp’s brands include: wagering brand TAB – which operates the TAB digital betting App and is present in more than 3,500 retail venues in pubs and clubs nationally; Sky Racing which broadcasts more than 150,000 live races annually into more than 1 million homes across three channels on Foxtel, as well as more than 60 countries globally and into retail venues; and MAX which provides gaming integrity and technical services to venues across Australia.
Tabcorp also owns the domestic and international broadcast rights for the Melbourne Cup Carnival and has multiple integrations with Nine’s Cup coverage and Seven’s horse racing coverage, including the TAB Everest.
As the official wagering partner of the Australian Turf Club, Victoria Racing Club, and Australian wagering partner to the NBA and NFL, Tabcorp focuses on delivering innovative racing and sports entertainment experiences.
Tabcorp General Manager of Marketing Kent Madders said Dentsu’s innovative approach to partnering with its clients will be critical in a changing market: “Dentsu has a long history of working with and helping some of Australia’s biggest brands grow across a broad range of industries, including gaming, and we’re really excited by what we can build together.
“Through the pitch process, we were impressed with the strategic approach Dentsu presented to not only navigating the changing advertising landscape within wagering over the coming months and years, but also to enhance Tabcorp’s brand positioning in the market.
“We were also particularly excited by Dentsu’s technology and automation capabilities, as we look to further optimise our media strategy to deliver more personalised communications and experiences for our customers.
“OMD’s contribution to Tabcorp over a long period of time cannot be understated. They have been by our side through many great sport and racing moments and helped us adapt and grow through the ever changing wagering media landscape. We thank them for their support, professionalism and expertise.”
Says Chris Ernst, Chief Practice Officer Media, Dentsu: “We’re delighted to partner with Tabcorp on its next chapter of growth. The strong alignment between our teams was clear from the outset, as was the potential to bring our strategic capabilities to life together at scale. We cannot wait to get started.”
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