Tourism Australia set to part ways with OMD and name UM as its media agency

May 27, 2016 6:27

Media agency OMD has lost the high profile media account for Tourism Australia, with the government body set to hand the account to UM, Mumbrella can reveal.

It is understood OMD and Mindshare have been told they are out of the process with the tourism body set to move the prestigious account to UM, after a process which saw teams present to a panel of TA executives in different countries around the world.

An official announcement is expected next week. Tourism Australia has been approached for comment while OMD, Mindshare and UM all declined to comment.

While TA has a minimal spend in this market the account is seen as highly prestigious and creates work in numerous overseas markets, in particular China, the US and UK, with the agency’s media spend over five years around $200-$250m.

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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