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Coles becomes second food chain to change agency

Coles has officially appointed OMD Melbourne as its new agency partner, ditching its 13-year-long partnership with UM following a full media review and competitive tender process. The shift for one of Australia’s largest advertising accounts follows the February move by rival supermarket Woolworths from agency Leo Burnett Sydney to M&C Saatchi. OMD will take be...

Coles has officially appointed OMD Melbourne as its new agency partner, ditching its 13-year-long partnership with UM following a full media review and competitive tender process.

The shift for one of Australia’s largest advertising accounts follows the February move by rival supermarket Woolworths from agency Leo Burnett Sydney to M&C Saatchi.

OMD will take be full media responsibility of all of Coles businesses, including its its liquor, online and financial services businesses, from July 1.

OMD has been working with Coles over the past few months and Coles marketing director George Dymond said he was excited to partner with the agency to optimise media planning and negotiations.

“OMD’s insights, audience understanding and integrated recommendations clearly demonstrated that they are a driven bunch who know the media landscape well and can leverage positive results for Coles,” Mr Dymond said.

“As part of this change we say goodbye to Universal McCann and we thank them for their unfailing support and dedication over the last 13 great years.”

Both Coles and Woolworths have a long history of using print media for tactical advertising of in-store offers.

According to research conducted by Ipsos Media in March, one in three shoppers say they would buy after viewing fresh produce ads for Coles and Woolworths.

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