OMD Brisbane wins $40m Super Retail Group account

Josh McDonnell
By Josh McDonnell | 2 May 2019

OMD Brisbane has been appointed to the Super Retail Group media account, worth close to $40 million annually, according to industry insiders.

The account was previously held by Carat and is considered to be one of the biggest accounts in Queensland. The business includes three of Australia's largest retailers including Rebel Sport, Boats Camping Fishing (BCF) and Super Cheap Auto.

Sources told AdNews the pitch came down to Ikon and OMD.

Rebel Sport and BCF are two of Australia's largest sporting and outdoor retailers, while Super Cheap Auto is one of the largest automotive parts and services retailers.

Both BCF and Super Cheap spend a large chunk of their marketing budgets on both TV and radio, both coining popular taglines.

Super Cheap's "everything auto and much much more" and BCF's "it's BCFing fun" have both been strong platforms for the brands over recent years.

“We are delighted to be working with the Super Retail Group team and their leading brands. We look forward to partnering with them to help drive growth across their portfolio within the complex and ever-changing retail landscape," OMD CEO Aimee Buchanan says.

OMD Brisbane will be responsible for all media strategy, planning and buying across the group, with the leadership team based on the ground locally. OMD will also have teams in Sydney and Christchurch to service Rebel Sport and Macpac respectively. 

This continues the run of success for OMD Australia, adding to recent wins including the $70m Suncorp account, home to brands such as GIO, AAMI, and APIA, as well as Belong, The Fork and Activision in 2018.

The account is another major loss for Carat, which has had a trying six months following the exits of both former Dentsu Aegis Network ANZ CEO Simon Ryan and Carat CEO Paul Brooks.

The agency has since lost major clients including Virgin Australia and Bega, while the Asahi Beverages account still remains out to pitch.

Despite this, the agency has seen success in both Perth and Adelaide, retaining Cash Converters in WA, while being appointed to the SA Government's media panel.

The agency has also bolstered its ranks since the appointment of Simon Williams as national MD, including national head of strategy Danni Wright, Alex Smith as client leader, Carat Melbourne (joining in June), Marnie McKeown as head of content services and media integration and Dick Laurie as strategy director, both Carat WA.

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