Target follows Coles by moving media buying to OMD

Wesfarmers brand Target is following sister brand Coles in shifting its media spend to OMD from UM.

The move comes two days after Mumbrella revealed Coles had chosen the Omnicom agency over its Mediabrands-owned incumbent, which it had been with for 13 years.

It also throws into question the future of other Wesfarmers brands including K-Mart and Bunnings Warehouse, which are also housed in the Mediabrands family and make up the bulk of UM Melbourne’s business.

In a statement IPG Mediabrands CEO Danny Bass stood by the Melbourne office saying: “Obviously this is a very tough week for us. Since I joined Mediabrands we have worked on our Melbourne businesses as the highest priority.