HBF media headed back west with OMD appointed to all media planning & buying
HBF has switched its media buying from Melbourne-based MindShare and consolidated all media planning & buying – including digital – with OMD WA, effective October 1.
OMD managing director, Adam Marshall (left), said it was a significant win for the mediaagency.
“We’re delighted to have been appointed to handle HBF’s media. It’s a major WA brand and we’re looking forward to maximizing media opportunities for them.”
Newly appointed HBF marketing manager, Loretta Sivwright, said with the current contract up for renewal it was an opportune time to consider their total media planning & buying arrangements: “We wanted to combine our media planning & buying and make sure we have local representation… We only operate in WA so we think it’s important to have relationships with people who know his market.”
The return will please local media representatives, who were dismayed when the business moved from Starcom WA to Mindshare in October 2009. The move was promoted by HBF’s creative agency Meerkats as offering a more integrated approach to channel planning, however the media locally claimed it meant HBF missed out on some short-term, tactical media and promotional opportunities.
OMD Head of Strategy, Mark Pinney, will provide some continuity on the account. Pinney was formerly Meerkats Director of Channel Planning but moved to OMD in May thisyear.
13 Comments
Good decision HBF.
Good news for OMD, but who does Marketforce now take as their media partner into the upcoming RAC pitch?
First the media, then the whole account ?
New Marketing Manager (with strong history at MF), new ball game.
4.30 they don’t have the creative fire power or strategic ability to match what Meerkats have done.
4:30, like the tooth fairy is anything special. Have you seen the current offering? Once the creative honeymoon was over it was down to business with HBF. I’m not sure sure the Kats are having that much fun right now.
Health nut, if anyone knows Marketforce’s capabilities it’s Loretta.
11.35, Marketforce may now decide to pass on RAC.
Does OMD do digital media planning & buying?
Maybe the 10 or so clients that have left Marketforce over the past 2 years also knew their capabilities
How does BUPA feel about this move given their national media account is held with OMD Melbourne (planning) and bought out of Sydney?
They don’t have a digital team?! Do they even do digital?
Surely there must be a conflict of interest for omd and hbf,maybe bupa should or will look at the bigger picture in WA Now
This definitely rules Marketforce/OMD out of the RAC pitch. Loretta will not allow the conflict and MF will say “a bird in the hand”
Bupa is planned from OMD Sydney, the Perth office has no connection on the account, hence it seems no conflict with the WA only HBF.
RAC will stay safe with Brand and Ikon.