OMD was selected for its ability to combine brand and performance capabilities within one team.
OMD has been appointed media agency of record for sportswear company Under Armour in the Asia-Pacific region, following a six-month pitch process involving multiple holding companies.
The appointment covers brand and performance media planning and buying in China, Korea, and South APAC, which includes Australia, Singapore, Malaysia, Thailand and Hong Kong.
OMD was selected for its ability to combine brand and performance capabilities within one team, with particular strength in China’s social and ecommerce media landscape.
“This appointment is a clear reflection of the trust and shared ambition between our teams. We’re excited to deliver bold, localised solutions here in Australia, that accelerate growth and build brand love in such dynamic, high-growth markets,” said co-CEO of OMD Australia, Laura Nice.
It follows OMD’s 2023 appointment as media agency of record for Under Armour in North America and EMEA.
“Since 2023, Under Armour and OMD teams across North America and EMEA have been co-creating solutions that drive growth in an increasingly complex media ecosystem and highly competitive consumer category,” said CEO of OMD APAC, Charlotte Lee.
“As that collaboration expands to a new market with its unique challenges and opportunities, OMD APAC will bring our tools and technology to the core mission of turning consumers into Under Armour customers and turning Under Armour customers into Under Armour loyalists.”
Under Armour’s head of media and digital marketing, Dimitrija Georgiev, said the global expansion of its partnership with OMD was a welcome one.
“As our brand continues to grow globally and lean further into a digital-first approach, this collaboration will help us stay connected, move faster and maximise impact. We’re energised by what’s ahead and what we’ll build together,” he said.
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