Tabcorp appoints dentsu to lead media strategy

Tabcorp has appointed global agency dentsu to oversee its media planning and buying operations, ending a long-standing relationship with incumbent OMD.

The wagering and racing giant said dentsu’s experience working with major Australian brands and its capabilities across the gaming sector made it a strong fit as Tabcorp seeks to strengthen its position in an evolving advertising environment.

Tabcorp general manager of marketing Kent Madders said the company was impressed by dentsu’s strategic thinking around the future of wagering advertising and its ability to help enhance the TAB brand’s market presence.

“Through the pitch process, we were impressed with the strategic approach dentsu presented to not only navigating the changing advertising landscape within wagering over the coming months and years, but also to enhance Tabcorp’s brand positioning in the market,” Madders said.

Madders also highlighted Dentsu’s technology and automation capabilities, saying they would help Tabcorp further optimise its media strategy and deliver more personalised experiences for customers, while describing the appointment as an opportunity to build a new partnership in a rapidly changing market.

The appointment marks a significant agency win for Dentsu and concludes a partnership of more than three decades between Tabcorp and OMD.