OMD on alert after Tourism Australia calls global media review

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LOS ANGELES, CA: Media agency OMD Australia is on alert as its client Tourism Australia has called a global media review.

The tourism body has confirmed it is to commence an open tender process to appoint a “suitable media service provider(s) to satisfy its global media planning, buying and advertising requirements”.

Its current five-year contract with OMD is due to expire next June. The new contract will also be for a period of up to five years.

The news of the tender comes in the wake of Johnson & Johnson’s global review last month which saw the pharma giant move its local account from OMD to IPG’s UM.

The initial expression of interest for the tender process closes on 22 December 2015 and the request for tender process is expected to commence in February 2016.

Tourism Australia said the process will help it to understand its future media requirements and identify the right partner(s) to help drive the execution of its global marketing strategy.

“As a government agency, and for a contract of this size and importance, Tourism Australia is required to conduct an open tender process,” the spokesperson said.

“OMD has been a fantastic partner since 2011. With the term of the existing contract approaching its end, this two-phased tender gives us the opportunity to better understand the changing media landscape and the agency partnership structure we require to deliver on our future media requirements.

“The role of the media and the media agency is also evolving rapidly as both data and technology become essential components in effectively reaching today’s consumer. The changes the industry has seen over the last five years are enormous, particularly the move towards greater customisation and personalisation which have coincided with consumers continued adoption of digital.”

Tourism Australia revealed it has decided to structure this process in a way that gives it an opportunity to better understand these emerging trends, particularly in terms of new technologies, before formally starting the tender.

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