Qantas has handed its media buying business to OMD at the expense of incumbent ZenithOptimedia.

Here’s the official statement from Qantas:

Qantas completed the review of its media planning and buying arrangements as part of the airline’s broader transformation program.

Following a comprehensive pitch process involving four agencies including incumbent ZenithOptimedia, OMD has been awarded the new three year contract.

Olivia Wirth, Group Executive Brand Marketing and Corporate Affairs thanked the ZO team for the hard work they have undertaken for Qantas over a number of years.

‘We respect and greatly appreciate the work of the many talented people at ZO and thank them for their contribution to the Qantas business.

‘We were impressed with OMD throughout the pitch processes and their strong alignment with Qantas’ future media planning and buying strategy.

‘In OMD we have chosen the agency that provides us with the most comprehensive and innovative ideas to help drive the Qantas brand into the future,’ said Ms Wirth.

Qantas will continue to work with Red Planet, Qantas Loyalty’s media, analytics and research services business, in digital media planning and buying.