Adidas has handed its global media planning and buying account to Omnicom Media following a competitive review.
EssenceMediacom has held the account since 2018, and was defending the pitch against Omnicom Media and Publicis Groupe in a global review that kicked off earlier this year.
The scope of work includes global media strategy, planning, buying, cross-market media coordination and data-driven media investment across all digital and traditional paid media channels.
The account is worth $512 million (A$740.4 million) in annual media billings.
B&T has confirmed Omnicom Media has won the business, but the news has not been officially announced and neither the holding company or Adidas responded to B&T at the time of publication.
Although the review was a global decision, a local EssenceMediacom team handles media planning and buying in this market, and the agency declined to comment.
The global review only covered media. Its global creative agencies include Johannes Leonardo for Adidas Originals and LOLA for major global brand campaigns in Sport Performance.
Adidas is one of the more prestigious apparel brands, and recently won Cannes Lions Entertainment Grand Prix for its ‘Original Forever’ Oasis collaboration by Johannes Leonardo.
Its current ‘Backyard Legends’ World Cup campaign by LOLA also won plenty of industry plaudits.
