The multi-million dollar RACV and Pacific Brands accounts have found a new home with media agency OMD.
Together the two brands are a $30m dollar win for OMD with the RACV account worth $14m and Pacific Brands $16m.
Both of the accounts were previously handled by MediaCom. MediaCom had decided to pull out of the Pacific Brands pitch rather than defend its hold on the company which includes the iconic Bonds brand.
More details in OMD’s full announcement:
“OMD are very happy to announce that following a competitive pitch process they have been appointed the media business for two major Australian brand clients in the Melbourne market; the $14m RACV account, and the $16m Pacific Brands account.
As a Victorian built business with over 2 million members, RACV is the main motoring club and mutual organisation in Victoria, providing a diverse range of services including roadside assistance, insurance and loans. They will begin transitioning their business from previous incumbent Mediacom in the coming weeks.
Homegrown Australian company Pacific Brands has signed a 3-year contract with OMD, with media responsibility for brand name operating groups including Pacific Brands Underwear Group, Sheridan Tontine, Pacific Brands Workwear and Brand Collective.
John Pollaers, CEO Pacific Brands commented, "Our decision to appoint OMD was based on their strong strategic capability and track record in working across multiple business units. As we continue to apply a keen consumer lens to all our activities and broaden our retail base, OMD is well positioned to support our endeavours. We look forward to a healthy long-term relationship with great mutual success.”
Steve Sinha, Managing Director OMD Melbourne commented, “This has been a great week for OMD. The pitch landscape in Melbourne has been busy recently; and we have consistently showcased the strength of our strategic capability.”
Sinha continues, “Our brand is only as strong as that of the clients we work with and we are proud to be partnering with two great iconic Australian companies.”
Peter Horgan, CEO OMD Australia added, “This is a great testament to the quality and breadth of our service model, and specialist resource offering on the ground in the Melbourne market. We are delighted to be working with clients such as RACV and Pacific Brands, and look forward to contributing to their future success.””