OMD wins Burberry’s global media account
By Abimbola Mohammed
OMD, one of the world’s leading media planning and buying agencies has been appointed by UK fashion house Burberry, to handle its global media planning and buying duties, following a competitive review.
OMD beat the incumbent Dentsu in the final shoot-out after edging out Stagwell and WPP’s Wavemaker in the earlier review process. The review process restarted in the summer and OMD will take over the account in 2023. Next year, OMD will provide strategic media support to the fashion brand that has recently won plaudits for advertising.
To further drive its brand positioning initiative, Burberry has appointed Jonathan Akeroyd former Gianni Versace as chief executive lead the business, and chief creative officer Daniel Lee (formerly of Bottega Veneta) to drive its creative vision.
According to a report in Vogue, Akeroyd plans to double Burberry’s revenues to £5bn in the long-term by growing accessories to more than 50% of sales and developing its womenswear. He has also promised to ramp up the brand’s ‘Britishness’.
In the 2021/22 financial year, Burberry reported sales of £2.8bn, including £210m in the UK where the business is headquartered. Its largest markets are Mainland China (with sales of £765 million) and the US (£408 million).
In its most recent annual report, Burberry stated it would focus on “inspiring and exciting our customers through product-led content, emotive campaigns and brand activations rooted in our heritage and history of adventure and exploration”.
The report added: “We are further integrating digital and physical journeys by expanding our omnichannel capabilities, enabling more services from our stores.”
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