OMD Wins Experian Media Assignment
Market research firm Experian has consolidated its media planning and buying assignment with Omnicom’s OMD after a review, the agency has confirmed. The client’s North American operational headquarters is located in Costa Mesa, CA.
Incumbents on the account included Ocean Media and The Martin Agency, which had handled media planning duties. Martin will continue to handle certain creative chores for the client. Creative duties were not part of the review.
Contenders were said to have included Publicis Groupe’s Starcom, Horizon Media and WPP’s MEC. Sources said a key factor in the client’s decision was its assessment of the relative strengths and weaknesses of the West Coast operations of the contenders.
The client spent about $65 million on ads last year, according to Kantar.
OMD’s pitch was led out of its Los Angeles office, headed by Greg Castronuovo, president of OMD West.
The Experian win is the second big win for OMD in two weeks. On March 29, it secured the $290 million planning and buying assignment for drug store chain Walgreens. That account is being led out of OMD’s Chicago office.
Experian reported revenue for 2012 of nearly $4.5 billion, up 14%. The company is based in the UK and has four business segments, including credit services, decision analytics, marketing services and consumer services.
An Experian rep declined to comment on the review.