Australian marketing news sources have reported that Tabcorp has called out for a review of its media planning and buying account as the operator looks to restructure its marketing division.
Tabcorp will review its partnership with long-term incumbent OMD Australia, who have acted as its media planning lead for the past twenty years.
It is understood that Tabcorp management carried out a review of its marketing operations, with three potential media agencies being asked to pitch their services.
The review comes following Tabcorp’s appointment of Claire Murphy as new Chief Marketing Officer in March, replacing Mike Smith who departed the gambling operator last November.
Marketing news sources report that the Australia gambling giant is seeking to centralise its marketing functions for core business units including its sports betting and keno divisions. Recently Tabcorp awarded its AUS $10 million programmatic buying account to Australian independent agency Atomic 212
Tabcorp undertakes its media planning assesment, as the firm’s marketing division also faces further coverage competition from heavily backed European bookmakers’ targeting the Australian betting market.
As yet Tabcorp marketing has not commented on its pitch process.