Qantas hands media mandate for Asia to OMD

Qantas Group has appointed Omnicom Media agency OMD as its media agency for Asia, following a competitive pitch late last year. 

Under the partnership, OMD will oversee media strategy, planning, and buying for Qantas and Jetstar across Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan, and Japan, as well as regional campaigns. A key hub will be led out of Singapore and Japan. 

This decision consolidates the Qantas Group media remit in the APAC region with OMD, building on a successful relationship between the two parties in ANZ since 2015. 

The win reinforces OMD’s reputation as a powerhouse in the region. Charlotte Lee, president, OMD APAC, said, “This expansion and consolidation reflect the strength of our partnership with Qantas and the trust we have built together across the APAC region over many years. As consumer journeys become increasingly fragmented and new purchase pathways continue to emerge, data, technology and innovation are critical to helping brands stay connected to their audiences."

"By combining our industry-leading tools and technology with world-class talent and capabilities, we are able to simplify complexity, unlock growth opportunities, and create more meaningful connections between Qantas and its customers," she added.

Most recently, Omnicom had been appointed as adidas' global media agency, ending WPP's long-running stewardship of the account. According to multiple industry reports, WPP's EssenceMediacom was the incumbent, with Mediacom first winning the business in 2018 before merging with Essence in 2023. Publicis was also understood to have competed for the account, which has been valued at approximately US$512 million.

Within Omnicom Media Group, the business will be led by PHD, adding Adidas to a client roster that includes Google, Volkswagen, Audi and 7-Eleven.

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