EXCLUSIVE: Tabcorp has moved the Luxbet media account from Razor into OMD, as it looks to consolidate its agency relationships.
OMD already handled the wider multimillion dollar Tabcorp account, and previously handled Luxbet as well. Luxbet moved over to Razor two years ago, as the brand was looking for a specialised agency to help it achieve growth.
Tacorp confirmed the move to AdNews.
A Tabcorp spokesperson told AdNews: "Luxbet made the decision to move its media buying to OMD in April 2012 in alignment with the broader group strategy. There was no pitch. OMD has handled media planning and buying for Tabcorp for more than a decade. Tabcorp brands handled by OMD include TAB Sportsbet."
Razor managing director Jonathan Hopkins said in a statement: “Luxbet came to razor 2 years ago looking for some care and attention and an integrated creative and media approach.
“We had a hugely successful partnership and Razor are extremely proud of the work we did. Luxbet are part of Tabcorp and have chosen to return to the fold with OMD. We wish them all the best in the future.”
OMD had not provided comment at the time of writing.
Tabcorp Holdings spent an estimated $13.4 million on main media in the 12 months to March 2012, up from $11.6 million in the previous corresponding period, according to Nielsen. Luxbet spent $1 million on main media in the 12 months to March 2012.
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