Sneaker maker Vans has awarded Omnicom’s OMD its global media account after a formal consolidation review that began in January. 

Estimated spending on the account is $95 million. 

The agency is tasked with media planning and buying across digital and analog channels for 10 markets including the U.S., Canada, Mexico, France, Germany, UK, China, Japan, Singapore and South Korea.  

The brand cited OMD’s understanding of its brand and audiences, superior data platform and globally consistent planning process, among other attributes. 

“The decision to consolidate external support and identify one global media agency comes as Vans continues its transformation into a digital-first and consumer-centric brand,” said Carly Gomez, Vice President, Global Marketing at Vans. “It will be through this partnership that we will reinforce authentic and meaningful consumer connections while also driving efficiencies and the ability for localization within key markets.”  

In keeping with its mission of empowerment and “being yourself” the brand recently went gender neutral eliminating distinctions between men’s and women’s styles. According to fashion trade publication WWD, “It’s a change that resonates strongly in 2023, but is also simply an acknowledgment of how consumers have long shopped the brand. “