Qantas expands Asia media duties with OMD

Qantas Group has expanded its partnership with Omnicom Media Group's OMD, appointing the agency to oversee media operations across several key Asian markets following a competitive review process.

Under the new mandate, OMD will handle media strategy, planning and buying for both Qantas and Jetstar in Singapore, Thailand, Indonesia, the Philippines, Hong Kong, Taiwan and Japan. The agency will also manage regional campaigns, with operations being coordinated primarily through hubs in Singapore and Japan.

Within Omnicom Media Group, the adidas business is being led by PHD, whose client portfolio includes brands such as Google, Volkswagen, Audi and 7-Eleven.

The appointment further strengthens the long-standing relationship between Qantas and OMD, which has worked on the airline group's media business in Australia and New Zealand since 2015. By bringing the Asia remit under the same network, Qantas aims to create a more integrated media approach across the broader APAC region.

Commenting on the win, Charlotte Lee, president of OMD APAC, said the expanded partnership reflects years of collaboration and mutual trust between the two organisations. She noted that evolving consumer behaviour, fragmented media consumption and emerging purchase journeys are increasing the need for data-driven and technology-enabled media solutions.

Lee added that OMD plans to leverage its technology platforms, talent and regional capabilities to help Qantas strengthen customer engagement and identify new growth opportunities across Asia.

The latest victory adds to a strong run for Omnicom Media Group globally. Earlier this year, Omnicom secured adidas' global media account, bringing an end to WPP's long-standing stewardship of the business. Industry reports valued the adidas media account at approximately US$512 million.