Coles supermarkets is changing its media agency for the first time in 13 years after a competitive tender process.

Since 2003, Coles has contracted Universal McCann (UM) but as of 1 July it will switch to OMD Melbourne.

The new arrangement will see OMD work on media for Coles supermarkets and its affiliate liquor stores Liquorland, Vintage Cellars and First Choice. The contract does not include any other Wesfarmer owned retail chains.

OMD is a subsidiary of the Omnicom Group based in New York. OMD Australia’s has previously done work for McDonald’s, V Energy Drink, Intel, Tourism Australian and Hello World.

Coles Marketing Director, George Dymond, said the supermarket is excited for OMD to optimise Coles’ media planning and negotiations.

“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,” Dymond said.

He thanked UM for its support and dedication over the past 13 years.

Chief Executive Officer of OMD Australia, Peter Horgan, said OMD is proud to be working with Coles.

“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,” he said.

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