OMD on alert as Tabcorp calls media pitch

By Arvind Hickman and Pippa Chambers | 29 April 2016

Tabcorp has called review of its media business, placing long-term incumbent OMD on alert. AdNews understands there are three agencies in the running.

OMD has worked with Tabcorp for more than 20 years as its lead media planning and buying agency. Last year OMD underwent a 90-day internal process reviewing how the two work together, AdNews understands.

In March, Atomic212 picked up the programmatic buying part of the Australian betting company, worth an estimated $10 million. 

Earlier that month, Claire Murphy was promoted to chief marketing officer after caretaking the position since former CMO Mike Smith departed last November.

Murphy explained that Tabcorp recently centralised its marketing function with business unit marketing leaders embedded in the company’s three businesses Wagering and Media, Keno and Gaming Services.

All parties contacted were unavailable to comment.

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