OMD has retained the £20m media account for Channel 4 and will also handle online media as the broadcaster consolidates its planning and buying accounts. The Ominicom-owned agency pitched against ZenithOptimedia in the final round.
Channel 4’s media had previously been split between OMD, with Profero holding the online planning and buying role, and Michaelides & Bednash (M&B) on communications planning.
The broadcaster called the review in May, its first since appointing OMD at the channel’s launch in 1982. It suggested that it wanted to consolidate the business in one agency, but would also consider splitting the digital account. Aegis Media and Mediaedge:cia were also shortlisted but eliminated at an earlier stage.
M&B will continue to work for the channel on a project basis, including the launch of E4 Radio. OMD will work on the launch of Freeview channel 4Music, a joint venture between Channel 4 and Bauer.