Qantas Group has booked OMD to handle media buying and planning for Qantas and Jetstar across the Asian region, following a competitive pitch.
OMD will now lead media strategy, planning and buying for the group across Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan and Japan, as well as regional campaigns.
Previously, OMD handled media for the Qantas brand, while WPP managed media for Jetstar across the Asian region.
In Australia, which was not part of the review, OMD handles media for Qantas while Wavemaker looks after Jetstar.
The consolidated Qantas Group Asian account, with Asian media billings north of $16 million, will be led out of Singapore and Japan.
“This expansion and consolidation reflect the strength of our partnership with Qantas and the trust we have built together across the APAC region over many years,” OMD APAC president Charlotte Lee said.
“As consumer journeys become increasingly fragmented and new purchase pathways continue to emerge, data, technology and innovation are critical to helping brands stay connected to their audiences.”
“By combining our industry-leading tools and technology with world-class talent and capabilities, we are able to simplify complexity, unlock growth opportunities, and create more meaningful connections between Qantas and its customers.”
A year ago, Qantas Group shut down Jetstar’s intra-Asia business, but still operates regular international services in and out of Australia and Japan to different parts of the region.
