Coles replaces UM with OMD for media duties

Coles has selected OMD Melbourne as its new media agency partner starting 1 July this year. The incumbent was UM.The appointment is for full media responsibilities for all Coles businesses including Coles Supermarkets, Coles Financial Services, Coles Online, Coles Express, Liquorland, First Choice and Vintage Cellars.Coles marketing director George Dymond said he believes with OMD’s insights, audience understanding, integrated recommendations and knowledge of the media landscape, it can drive positive results for Coles.He said with the current agency it hopes to optimise media planning and negotiations. He also thanked Universal McCann with which the Coles worked for 13 years. "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," OMD Australia’s CEO Peter Horgan said.“OMD are thrilled at the opportunity to work with the Coles. Working with Coles over the past few months has demonstrated their vision and approach of creating true partners and working in collaboration. We can’t wait to get stuck into their business together,” OMD Melbourne’s managing director, Margie Reid, said.