Credit: Josh Chiodo via Unsplash
Tabcorp has appointed dentsu to handle its media planning and buying following a closed pitch, ending a long-term relationship with OMD.
The wagering and racing entertainment company's portfolio includes TAB, which operates across more than 3,500 pubs and clubs nationally, Sky Racing and gaming services brand MAX.
Kent Madders, Tabcorp's general manager of marketing, said dentsu's technology and automation capabilities were a key factor in the decision.
"Through the pitch process, we were impressed with the strategic approach dentsu presented to not only navigating the changing advertising landscape within wagering over the coming months and years, but also to enhance Tabcorp's brand positioning in the market,” he said.
"We were also particularly excited by Dentsu's technology and automation capabilities, as we look to further optimise our media strategy to deliver more personalised communications and experiences for our customers.”
He acknowledged the outgoing agency's tenure.
"OMD's contribution to Tabcorp over a long period of time cannot be understated," Madders said.
“They have been by our side through many great sport and racing moments and helped us adapt and grow through the ever changing wagering media landscape. We thank them for their support, professionalism and expertise.”
Dentsu chief practice officer media Chris Ernst said the agency was ready to move.
"We're delighted to partner with Tabcorp on its next chapter of growth,” Ernst said.
“The strong alignment between our teams was clear from the outset, as was the potential to bring our strategic capabilities to life together at scale. We cannot wait to get started."
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