• by Steve McClellan  @mp_mcclellan, December 19, 2022

Apparel company Burberry has selected Omnicom media agency OMD to handle its global media assignment after a review that began in July.

The business was previously handled by a dedicated Dentsu International unit.

The company spends an estimated $55 million on measured media annually, of which about two-thirds is allocated for digital channels, according to agency research firm COMvergence.

In North America expenditures total around $15 million, while an estimated $30 million is allocated to the Asia Pacific region. Most of the rest goes to Europe, The Middle East and Africa, per COMvergence estimates.

The company noted earlier that it is shifting increasing amounts of spending to digital channels in a bid to be more efficient with spending and to create more precise messaging to individual consumers.

ID Comms managed the review process.