Freedom signals 'bold category moves' with OMD appointment

Freedom Australia is promising “bold category moves” after naming Omnicom Media Group’s OMD as its new media agency of record.

The appointment will see OMD Sydney take charge of media strategy, planning and investment across all offline channels in Australia and New Zealand.

“At Freedom we believe in long-term partnerships, and after eight years with our previous agency we couldn’t pass the opportunity to partner up with OMD to guide our next horizon of growth across Australia and New Zealand,” Katherine Martin, head of media and partnerships at Freedom Australia, said in a statement.

“The team’s ability to understand our brand and business objectives, to identify future opportunities and bold category moves, and most importantly to quickly build trust and connection with our marketing team has us excited about the next chapter of the Freedom story.”

Laura Nice, co-CEO of OMD Australia, described Freedom as a master of their craft.

"We are incredibly proud to partner with such an iconic Australian brand," she said. "We know collaboration fuels progress, and when we build together, we unlock new possibilities. Freedom shares this vision, and we look forward to co-creating superior outcomes and lasting success for their brand and customers.”

Amanda Watts, managing director of OMD Sydney, added, “What excites us most about this partnership is that Freedom, like OMD, cares deeply about the people they work with and the value of partnership. At OMD, we pride ourselves on building long-standing, trusted relationships with our clients, and it’s clear that Freedom shares the same belief. That alignment makes them the perfect partner for us, and we’re thrilled to begin this journey together.”

The appointment is effective immediately.