TWG and OMG: The Warehouse Group appoints Omnicom Media Group as its single media agency

The Warehouse Group (TWG) has appointed Omnicom Media Group (OMG) as the single media strategy and buying partner for its family of brands: The Warehouse, Warehouse Stationery, Noel Leeming and Torpedo7.

The appointment comes following a pitch process that involved a shortlist of media agencies as TWG unifies its approach to media, attribution and measurement. 

The search kicked off at the end of January and at the time, chief marketing officer Jonathan Waecker told StopPress the decision to work with one partner is not about procurement. Rather, it is about unifying its approach to media, attribution and measurement in an innovative way.

“The [existing]structure has not allowed media agencies to do their best. We need to change our behaviour to enable them to do their best.”

Until now, TWG has been working with six different media agencies across its brands. It will continue to work with multiple creative agencies across its range of brands as each has its own identity.

The Warehouse Ltd has appeared within the top three spenders on advertising in the past three years. Between October 2016 and September 2017, it spent $66,701,357.

In this new partnership, OMG will create a multi-dimensional organisational structure to deliver against the unique and innovative requirements of the partnership.

Waecker says he was thrilled to partner with OMG’s New Zealand-based teams.

“We loved the innovation and customer insights that OMG brought to the pitch, and we believe they are the best partner to help us evolve our marketing as we find new ways to inspire and engage our customers throughout New Zealand. 

“Ultimately, OMG’s passion is our passion: transforming our brands, into some of the most intuitive, rewarding and frictionless retailers in the world. The OMG values of diversity, integrity and innovation are perfectly matched with ours. Together we’re on the same mission to help New Zealand flourish now and in the future,” says Waecker.

Peter Horgan, CEO of Omnicom Media Group Australia and New Zealand, adds it’s delighted to be working with the retail group, and was struck by its resolve to transform and future-proof the business.

“TWG issued a challenge to the industry that they needed a partner who could distil and leverage their many brands, products and data sources into a world-class, customer-centric offering.

“With more digital, data and tech specialists than most agencies have people, OMG are excited to be on this journey with TWG and determined that media will drive attributable uplift across their entire business.”

The decision to appoint OMG was based on a scorecard of six key factors spanning New Zealand team strength and talent diversity, to ideas and innovation; from tools and capabilities to data-driven research and insights.

It follows the appointment of Andrew Berglund to the role of executive creative director for TWG early last month.

In the role, Berglund will be leading the group’s internal and external creative teams and agency relationships.

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