Omnicom Media Group and a collective of its clients: Audible, Belong, Bonds, Google, Mazda, Pepsi co., BCF, rebel, Supercheap Auto and Unilever announced a market-leading initiative to significantly accelerate market investment in Aboriginal and Torres Strait Islander media.
The OMG ‘Bunji of Brands’ partnership has committed $1 million with NITV and Imparja TV to be spent before the end of this financial year.
Melissa Hey, chief investment officer, OMD Australia said of the initiative: “We are fortunate to work with many amazing Australian and Global businesses that are focused on how their advertising not only delivers to their business goals, but also how it plays a broader positive role in the community.”
“Many of our clients including Coles, Telstra, Suncorp, the Victorian Government and the NSW Government already have existing partnerships at a national or state level with First Nations media. Importantly, the OMG Bunji of Brands partnership announced today is separate to these pre-existing relationships and will provide additional advertising investment for NITV and Imparja TV.”
“What we have been hearing, as part of our conversations across our broader client set, is that many brands we work with have a desire to invest in channels that represent and preserve the stories, cultures, and narratives of Aboriginal and Torres Strait Islander peoples.”
Kristiaan Kroon, chief investment officer, Omnicom Media Group explains how this led to the Bunji of Brands: “As a result of these conversations we saw a clear role for our businesses to bring together a client collective which led to the OMG Bunji of Brands partnership to accelerate investment through a step change in Aboriginal and Torres Strait Islander media spend.”
“Bunji is the Aboriginal word for mate or friend, which we felt was a fitting way to launch this initiative. We want this to be the first stage to increasing the profile and investment of Aboriginal and Torres Strait Islander channels. We also want to say a huge thank you to NITV and Imparja TV who have made this possible and been fantastic partners bringing this initiative to life.”
Anna Dancey, NITV national sales manager, added: “Every dollar from the OMG Bunji of Brands partnership is an important investment in First Nations media in Australia.”
“NITV, part of the SBS network, is dedicated to sharing the stories and cultures of Aboriginal and Torres Strait Islander peoples with all Australians, and this initiative by OMG supports NITV in creating more content that matters, sharing more diverse perspectives from our communities on our screens, and makes a difference. We launched the Beyond 3% initiative earlier this year to encourage greater advertising investment in First Nations media in our sector, and we’re pleased to see the change it is inspiring.”
Alistair Feehan, CEO of Imparja TV discussed what the Bunji of Brands means for Imparja TV.
“Imparja Television is the only Aboriginal owned commercial TV license holder in the country, a registered charity and not for profit entity. To be involved in an initiative such as Bunji is the most exciting development in this sector since its inception as it changes the future of the industry.”
“The work and thought put into this initiative by OMG is a real statement and is the difference between talking about it and doing.”
“We are also mindful of the outcomes we wish to deliver to those advertisers who have decided to make a difference and we will support their faith and endeavors to ensure the success of this major initiative. ”
“This is major shift for Indigenous media and we will continue to help promote a broader Indigenous media base for the benefit of this important sector. In good faith we will isolate a % of advertisers funds to deliver specific benefits to the remote communities of Australia without impacting on their media schedules.”