After a full media review and competitive tender, Coles has announced the appointment of OMD Melbourne as its new media agency partner. UM had been its media partner for the past 12 years.

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.

The Coles account – valued at close to $50 million annually – is said to be one of the biggest media spends in Australia. This follows on from this morning’s news that Coles and Woolies had both decreased their spending over the past 12 months while rival ALDI has upped its.

“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.”

Peter Horgan, OMD Australia CEO, said: “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.”